Science in Sport plc, has signed a long-term contract for the distribution of its innovative sports nutrition products throughout the Asia Pacific region. This latest deal is part of the UK-based company’s strategy to build its international sales footprint.
The long-term contract has been signed with Science in Sport Asia Pacific Limited (SiSAP), a newly created company formed in New Zealand by a group of entrepreneurs with a track record in sport businesses, the food industry and logistics.
SiSAP, which is wholly owned by its founders, is led by Keith Jackson, a veteran of the Australasian food industry and the current Chairman of Sportstec, a leading video analysis solution. SiSAP will be the master distributor for SiS products in the Asia Pacific region and it will develop a network of sub-distributors to enter specific markets such as Australia and Hong Kong.
The Asia Pacific region represents a significant opportunity for SiS as it is estimated that the region represents 24% of the US$30.5 billion global market for sports nutrition products.
Samantha Warriner, the Olympic triathlete who represents New Zealand, has already been appointed by SiSAP as the company’s first brand ambassador in the Asia Pacific region.
SiSAP has meanwhile opened a warehouse and distribution centre in Auckland, which will serve as a central distribution hub for the Asia Pacific region. The first shipment of products to stock the Auckland warehouse will be sent out imminently from the SiS manufacturing plant in Lancashire, UK.
Stephen Moon, CEO of Science in Sport, said “International expansion is an important part of our growth strategy so we are excited to have established a master distribution agreement for the Asia Pacific region. We are particularly excited by the calibre of the team that will work with us to build sales in the region.”
He continued, “Their backgrounds in sports, food and logistics industries will be invaluable in the delivery of SiS sales in the region. In addition, I would like to welcome the Olympic triathlete Sam Warriner to SiS as our first brand ambassador in the Asia Pacific region.”
Science in Sport plc is a leading sports nutrition company with a focus on the endurance nutrition category. It develops, manufactures and markets sports nutrition products for professional athletes and sports enthusiasts. SiS is a strong brand in the elite athlete community – in the 2012 London Olympics, 24 medal-winning athletes or teams used SiS products.
The SiS core product ranges include: SiS GO, comprising energy powders, isotonic gels, energy bars and hydration tablets; and SiS REGO, including protein-based recovery powders and bars. SiS products are sold in a range of retail channels, including specialist sport retailers, major grocers, high street retailers and e-commerce websites.
SiS is currently the official sports nutrition supplier to professional cycling teams Rapha Condor JLT, Belkin Pro Cycling, Madison Genesis, Pro Team Astana, Team Katusha and Trek. SiS is also currently the official supplier of sports drinks and sports nutrition to the GB Rowing Team. In addition, Olympians Sir Chris Hoy MBE, Mark Cavendish MBE and pro triathlete Helen Jenkins are Elite Sports Consultants and brand ambassadors.
SiS was founded in 1992 and is headquartered in Windsor, Berkshire. Its manufacturing facility is in Nelson, Lancashire. SiS shares are traded on the AIM market of the London Stock Exchange under the ticker symbol SIS.
