Review
S
ports, Fitness & Nutrition (SFN)
Expo, now in its sixth year, was
created due to its founder’s passion for
and love of the fitness and nutrition
industry.
SFN is host to The Glasgow Classic
(a CrossFit competition) and the final
of Scotland’s Strongest Man, attracting
Scotland’s top athletes to participate, and
enhancing the visitor experience.
In its third year, SFN had grown too
quickly for its founder to manage single-
handedly, and QD Events was approached
to partner, offering experience, advice
and operational support. We saw an
opportunity to take a show in a strong
market, that hadn’t been run effectively
and, through operational efficiencies, a
strong sales message and an extensive
marketing campaign, transform a good
event into an amazing one. In August
2018, three months before the event, QD
Events acquired SFN.
Collaborating with the previous show
manager, over the next few months I
was introduced to exhibitors, gained
an understanding of the industry and
implemented, for the first time in the
event’s history, an onsite rebook for
exhibitors, with over 55 per cent of
exhibitors signing up onsite.
After the 2018 event, we immediately
began the planning process for the 2019
event. It was a brilliant concept in a
thriving market, but it needed a clear
strategy, and a bigger team to give it the
From good
to great
Jenna Gardner,
QD Events show
manager and
member of the EN
30 Under 30 2019,
on taking over and
transforming SFN Expo
love it needed. This year has been all
about getting the fundamentals right.
A combination of relationship-building
within the fitness industry and the
success of securing exhibitors early in the
show cycle enabled us to move into the
biggest hall within the SEC, doubling the
show in size for 2019.
Previously, sales had been almost
entirely done via digital marketing as the
previous owner didn’t relish talking to
clients but was a great writer of engaging
digital marketing pieces. In contrast,
prior to working on SFN, I worked on
The Scottish Wedding Show – an event
with over 300 exhibitors – giving me the
sales experience required to develop a
strategy combining face-to-face visits,
calls and digital campaigns. Addressing
the fitness industry with a more hands-on
approach and taking the time to listen
to their thoughts and values has been
instrumental to the growth and success
of this year’s show. Combining these
factors has led to a 30 per cent increase
in sales revenue, 50 per cent increase in
exhibitors and for the first time we have
secured a title sponsor for the event
increasing sponsorship revenue tenfold.
Another area we recognised as a
weakness was our VIP offering, so we
ripped it apart and rebranded it to clearly
signify the change. The new ‘Elite’ ticket
includes access to a brand-new lounge
where members can relax after classes,
pick up their goody bags (which will
contain products with value rather than
leaflets) and meet their idols. The event
had been criticised for not meeting
the expectations of some of the visitor
groups, the VIPs being one of these.
Providing value and turning around the
current perception to an influential group
of visitors is an important focus for the
future of the event.
We have also introduced a new area
and key message for the show covering
mental health and the benefits that
physical health and fitness can have on
mental wellbeing. Through my contacts
from working on Independent Living
Scotland we have managed to team up
with SAMH (Scotland’s Association for
Mental Health) to deliver this area for our
visitors with credibility.
Historic marketing campaigns were run
entirely via social media, and though this
is a key channel for our audience, there
is clearly an opportunity in widening
this. We’ve contracted a new PR team,
added print and outdoor advertising, and
we’ve negotiated a partnership with STV
allowing us to target a wider community
of fitness enthusiasts at all stages in their
fitness journey.
The year will culminate in visitor and
exhibitor research to help us continue to
learn and grow and identify what sports
to add to our offering next – the show
has almost unlimited potential. With the
show coming up on 21-22 September, the
teamwork and dedication by all is going
to make it the best yet…watch this space.
September — 17