Sporting Insights’ pioneering Outdoor Market Intelligence Service (OMIS), which has been successfully launched in the UK in partnership with the European Outdoor Group (EOG), is expanding to the DACH region from 2025. The extended service, whose mission is to take the guesswork away from business decision making by providing, for the first time in the industry, near real-time, concrete sales data, will be supported by OUTTRA as a regional partner.
Following positive feedback and impressive progress in the UK, OMIS will be available to German, Austrian and Swiss outdoor retailers and brands. Sporting Insights and the EOG have chosen OUTTRA as a strategic partner for the provision and processing of sales data for this market data project.
“I am delighted that our partnership with OMIS will enable us to offer our dealers and brands further relevant added value. In today’s world, it is important to know the market environment in which you are operating, and OMIS provides the basis for this,”
Reflected Siegbert Müller, Founder and CEO of OUTTRA.
Richard Payne, Joint Managing Director of Sporting Insights, agreed. “The outdoor industry is characterised by constant change and customers who require equipment that can perform under extreme conditions. It is increasingly important for companies to operate cost-effectively while also offering high-quality, sustainable, and aesthetically appealing products or services. The OMIS project provides accurate market analysis that enables companies to make informed decisions and increase their competitiveness, as well as to investigate new potential markets and categories. From the ground up, OMIS has been designed to support the whole industry, businesses of all sizes, generalists, specialists, those selling through different channels and to different target markets. We are extremely proud of the breadth and depth of data now being provided in the UK, and we warmly invite any interested parties in the UK or DACH markets to request a demo and find out more.”
Retailers and brands benefit equally
Thanks to the cooperation with OMIS, retailers affiliated with OUTTRA can access this market data free of charge if they pass on their own data to OMIS. This gives retailers and brands an optimal insight into the market and allows them to align their activities accordingly. All individual retailer data is kept secure and anonymous.
The OMIS service provides monthly real-time sales data from multiple retail channels, including franchise retailers, chain stores, independent retailers, and online and D2C providers. UK Coverage has already exceeded 60% of the market.
Scott Nelson, Managing Director of EOG, added: “OMIS has made excellent progress in the UK and is now beginning to exceed initial expectations. We look forward to working with OUTTRA as our partner to transfer and expand these successes to the DACH region. I appeal to all retailers to participate in this project and to release their sales figures for it.”
OMIS is now live in the UK and available for immediate subscription. Registrations for the DACH service will begin in 2025. To join the UK Service, register for the waiting list for DACH, or for further information or a demo of the UK data, please contact: Robert.cobain@sportinginsights.com
