Spring’s First #LDNPopUp!

August 21, 2019 / Abbie Baynes  / 



Super, smashing, great! That’s the conclusion following our first-ever LDNPopUp media event that we held last month.

An evolution of our more traditional annual Open House event, LDNPopUp took place over two days and featured a lunchtime yoga session, evening adventure film night and daytime brand showcase event. 

“We wanted to change things up and refresh. Open House has always been a great event for us, but we’ve done it for a few years now and we wanted to try something new,” says Stephanie. “Over the last few years both Spring and our clients have made some great contacts in the adventure, outdoors and active lifestyle world and so we wanted a more inclusive event that would still be of interest to our media contacts, as well as attract new media.”

Jo agrees, “It was great to have a mix of events in order to highlight all our brands and the associated athletes/ambassadors.  We like to keep things fresh and added some fun extras like the photo booth (see below) and a Burrito van which went down a treat.”
However, Jo adds that it wasn’t without its challenges as the temperature soared to 39 degrees in the sunny capital, affecting people’s ability to travel and even causing a power cut halfway through the Pop-Up event. “We were really impressed with the way everyone responded,” says Jo. “Everyone was highly professional and just carried on chatting about the products on show.  We soon got things up and running again.”

Abbie, who was responsible for much of the event organisation says “it was a proud moment to see it all come to fruition. Everyone has worked so hard to make these two days happen and we were so pleased to see so many new and old faces turn up and really benefit from the event.”

We want to say a huge thank you to all of our clients, media contacts, ambassadors and speakers who came along and made the event such a success. Here is just a small selection of some of the responses we’ve received:

Chris Davison, CDA Limited: “Very impressed with the event and the way you guys put it together. Met some very interesting people and the positive reaction to Darn Tough and the product blew me away.”

Ethan Walker, Mammut: “We both had a great time and really enjoyed meeting such a psyched bunch of people. Those burritos were pretty special too!”

Stuart Leach Exped 5050:We both thoroughly enjoyed it and there was a good variety of speakers.”

Lilian Sullivan, Ardblair Sports:Thanks for organising another great event.  It really is apparent that you and your team put a tremendous amount of effort into making these a success.”

Suzanne Jones, Travel Blogger: “Just a line to say thank you for a really enjoyable event yesterday. Some fab brands, great food and it was lovely to meet you and the team.”

“Outdoor Is Everything That You Do When You’re Not Indoor” – Introducing Tech-Causal

July 19, 2019 / Abbie Baynes  / 

At this year’s OutDoor by ISPO change was in the air, down the aisles and along the rails. But, this time, we’re not on about the new location.

Spring’s Stephanie says: “For the first time we noticed a real change in the offering of outdoor brands. It’s something that’s been creeping up on us but, seeing it in the flesh at a trade show, has made it very real”.

What are we talking about? Well, we’ve had “athleisure”, now meet “tech-casual”.

What is tech-casual?
The European culture change towards a much more informal workwear wardrobe combined with our growing attitude towards flexi-working and love for active outdoor weekends has led to younger consumers demanding clothes which work across multiple occasions, at different times. Apparel that technically functions no matter what the day throws at you or where it takes you. This is accompanied by an emphasis on premium fabrics and features and a desire to buy fewer, better clothes which last longer.

Who’s at the forefront?

The change is being led by fabric innovators, like Spring client Polartec, who exhibited at this year’s OutDoor By ISPO. As Polartec CEO Gary Smith told trade magazine Outdoori at OutDoor by ISPO: “Young people have grown up with technical efficiency and now the expectation is that their apparel not only has to look good, but it’s got to work – work in an active setting and a lifestyle setting too. You can’t just sell something on status anymore and charge a premium price. It’s got to work.

“What we’re seeing is the coming together of outdoor, sport, athletic, urban and fashion – there are no lines anymore. Most department stores don’t separate high end and sport now. Boundaries are over. Outdoor is everything that you do when you’re not indoor.”

What this means is that our obsession with wearable tech is becoming so ingrained that we’re expecting our clothes to be as capable as our phones, watches, gadgets and gizmos. But more than that, we’re expecting clothes with a conscience; not only do we want it to work, but it should work without impacting the environment. An environment we all want to spend more time in.

Polartec has most recently released Power Air: a fabric which encapsulates lofted fibres within a multilayer, continuous yarn fabric construction. It’s a revolutionary new material offering advanced thermal efficiency that is proven to shed five times less than other premium mid-layer weight fabrics. It’s just one element of their Eco-Engineering initiative which sets a new standard for sustainable textiles – including the creation of the world’s first fully recycled and biodegradable fleece, other knits, insulation fills and breathable waterproof fabrics.

“If you look at the consumer, they are wearing athletic and outdoor brands and it’s about what their apparel does for them: they want it to keep them warm dry safe and cool. In a nutshell it needs to work but it also needs to look good, feel good and be versatile. As the newer generation takes over there’s an expectation of sustainability. Ultimately the most sustainable product you can make is the one that lasts a long time.”

It’s that younger consumer who the most innovative brands are looking towards; they’re the ones who are changing the field. Not defining outdoor brands by being just for cyclists or walkers but instead focusing on the features, the tech, the extras offered by each brand.

“Many brands are getting super interested by tech fabrics.” Says Gary Smith. “Aesthetics are no longer the only important selling point in the clothes we buy. We expect our clothing to do something for us too.

 “The expectation for things to work are high. When the new generation buys something, they expect it to work. All the non-technical brands are waking up to the fact that they need technical components. Upcoming generations of designers will never go back to the cotton domination. This is not a phase.”

Look out for brands including 66 North, Diadora, 8Js, Bleed, Magnethik, Bon Geulle, Moncler and Banana Republic who all use Polartec fabrics.

OutDoor by ISPO Round Up

July 19, 2019 / Abbie Baynes  / 

#TeamSpringOnTour

July is one of the biggest months in our industry for trade events. For the first time, ISPO moved locations from Friedrichshafen to Munich and was renamed ‘OutDoor by ISPO’. According to Jo, it was “hot, hot, hot! We won’t be packing our jeans next year”.

Did Munich work?

Although the show appeared busy, we were under the impression that there were fewer people than normal, “As a new show it was quieter than past events in Friedrichshafen; but then some brands were perhaps being cautious and not committing to the first one in order to check it out and make a decision for next year.”

But Stephanie ponders whether it was an illusion, “I wonder if it was because the halls are bigger and the walkways between a lot wider. I believe the attendance figures were similar to last year, but because the space is configured differently it felt emptier. 

It’s a thought mirrored by Outdoori journalist, Peter Luscombe, who was impressed by the planning and layout of the halls with their open aspect and wide spaces resulting in a “much more productive atmosphere” with the feeling of a “shared event rather than a succession of meetings”.

“Saying that”, adds Stephanie, “there were definitely fewer journalists flying out. Based on our records, media attendance was down 30 per cent – which could be explained by OTS in Manchester being a week later.” 

New style ‘hubs’ became informal breakout areas where people could mingle, network and learn. Spring client, Nikwax, discussed sustainability at the CSR hub and AKU talked about sustainability in footwear at the Sustainability Kiosk in Hall A5.


In the evenings, the new location proved to be good fun and great for catching up with clients properly. Jo said: “We got the opportunity to have dinner with Lilian and Simon from Ardblair Sports at a restaurant in the centre of Munich.” But Stephanie adds that there was still a longing for the atmosphere of Fred, “In conversations there was a relief that it wasn’t such a pain to get to but there was a cathartic longing for Friedrichshafen and its idiosyncratic villages and the lake with the beautiful restaurants that surround it. The outdoor vibe that was prevalent isn’t so prolific in Munich.”

But the new location did please with it being logistically much more manageable and easier to get to: “It was lovely to see Munich in summer as we’ve only ever seen it in winter whilst being knee-deepin snow.” Said Jo, Abbie added: “Munich is also great because there’s a u-Bahn metro system making everything easily commutable.”

 What were the results?

According to ISPO and cited by Outdoori, there were 1,018 exhibitors with 84 per cent of them being international. They were all vying for the attention of 22,000 trade visitors. ISPO called it a “huge success” with 87 per cent of their visitors rating this first event as good to excellent. The style of the halls was slightly different – as referenced above – organised more like a shopping mall and making stalls more eye-catching for passing trade. According to Outdoori, OutDoor by ISPO “hit the mark” and fully justified the confidence of its stakeholders.

 2019 trends?

There were two incredibly obvious trends this year: plastic-free and sustainable. “This was plain to see in the use of materials the stands were made up of – both recycled and upcycled materials made a big impact.” Says Jo. The lack of carpet, which must produce an incredibly hideous amount of waste for trade shows normally, didn’t go unnoticed also. 

“Nikwax had ingenuously taken a crate which had been full of product brought to the show and repurposed it into their reception desk. AKU was interesting as well as it had chosen to design its logo using recycled corrugated cardboard.”

When it comes to colour we all noticed two in particular –“electric blue with flashes of yellow” says Abbie, with Mammut and AKU (left) showcasing new boots in this fashion-forward colourway. This bright, colourful vibe was also witnessed at Hydro Flask and LEKI who had both incorporated exciting neon detailing in its 2020 products. 

There was a healthier feel to the show as well with fewer sweets and treats on the stands and more fruit – like big bowls of apples – which was good to see.

Who hit the mark?

We loved the reveal of LifeStraw’s new Home pitcher and Darn Tough’s vintage vibe with its range of athletic socks (right). Following Peter Luscombe’s thoughts, Jo said: “The Mammut stand was open and spacious and had a really cool rope making machine in the middle of the stand that generated rope in a mesmerising fashion. It was then cut into pieces and made into key rings to celebrate Mammut’s heritage with a Swiss flag design.” (Left).

Stephanie says, I loved the Borderlands area where Polartec was. It gave off a young, independent vibe and was very different to the rest of the trade show experience. The stands couldn’t have been more different: Polartec comprised a shipping container, was on two levels and had a structure made out of scaffolding poles. It was a bold move to break from the norm into this new concept area but we think it was a good one.”

This meant Polartec was close to many of the lifestyle brands giving them a chance to showcase their growth away from purely traditional outdoor activity clothing. Something you can read about in our interview with Gary Smith.

New Job Opportunity at Spring PR!

July 17, 2019 / Abbie Baynes  / 


  • Full Time, 35 hours plus occasional overtime
  • Spring PR, Malmesbury
  • Salary: Competitive
  • Application: please apply by sending your CV and covering letter to stephanie@springpr.com.

Are you looking for a new and exciting career opportunity to work at one of the most renowned active lifestyle PR agencies in the outdoor industry? Spring PR is based in the picturesque Wiltshire countryside on the outskirts of Malmesbury and we are looking for an Administration Assistant.

We’re a small team who pack a punch and work with some of the biggest and most innovative brands in the outdoor industry including Mammut climbing, Hydro Flask drinks bottles, SMITH sunglasses, Elliot Brown Watches, Polartec fabrics and Yogamatters. We have recently gained a number of new clients and are looking for someone who thrives on being organised and working with systems to ensure the smooth running of the office.

We’re looking for a highly efficient individual who is focused, organised and keen to help with all office administration tasks. Someone who can perform general office duties, has a welcoming phone manner, proficiency in English, attention to detail, comprehensive computer skills and a professional outlook.

We are a friendly team of people with a number of long-standing employees and the company’s Founder, Stephanie Briggs, is still heavily involved. We regularly organise and run media events, alongside our day to day office-based work and pride ourselves on a hardworking, enthusiastic, close-knit office culture.

Job Description:

The Administration Assistant will manage the product inventory, handle travel arrangements for the team, pull together presentations on PowerPoint, maintain filing systems, answer the phone, schedule appointments, basic office maintenance and will keep the wheels of Spring PR Ltd well and truly oiled.

Typical Duties:

  • Pull together the monthly reports for clients on PowerPoint
  • Book travel
  • Maintain the product inventory
  • Organise couriers and deal with the post
  • Order product from clients for various tests by the media
  • Help out at events and festivals
  • Answer phones and liaise with clients and the media

Requirements

  • At least one year’s experience in an administrative-based role
  • Organisation skills
  • Strong work ethic
  • Strong attention to detail
  • Good level of grammar, spelling and writing.
  • Ability to work independently and multi task in a team-oriented environment.
  • Driving Licence
  • Cake baking skills and a love of the outdoors is preferential!

Meet Naomi: Spring PR’s Latest Recruit

June 19, 2019 / Abbie Baynes  / 


A couple of months ago, I decided that it was time for a change and made the huge decision that after four years it was time to leave my flat, friends and job in London and move back to the countryside and closer to family.

I studied Fashion Promotion at University and, after accidentally falling into PR whilst interning, have worked at Fashion PR agencies since graduating. Coming from a PR background and having always loved the outdoors and exercise, I was fairly certain that Spring PR was going to be the perfect fit for me and after meeting Stephanie and the team I knew that I was going to enjoy working here.
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