‘Customer centricity’ key to success of Milo Summer Sports Clinics

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Milo Summer Taekwondo Clinic
Taekwondo is still part of the Milo Summer Sports Clinics which will begin end-March. -- 2019 MILO SUMMER TAEKWONDO CLINIC FACEBOOK PAGE

FOR 36 years now, the annual Milo Sports Clinics have been a much-awaited activity for children in the summer as it continues to highlight sports as a means not only to get kids active but also to teach valuable lessons one can learn outside the classroom.

Started with just three sports in 1983, namely, basketball, swimming, and tennis, the Milo Summer Sports Clinics program throughout the years has expanded to include more sports in its roster to 19 now.

Milo officials said key to the success of the program all these years has been their thrust to partner with esteemed sports organizations with which they work with in developing a “customer-centric” approach in doing things.

“One of the key values we have as Milo Sports is customer centricity, meaning, we are sensitivity to the needs of our consumers. So we listen to their concerns and discuss them with our partner sports organizations and from there we create solutions that will better serve the consumers,” said Lester Castillo, Milo Philippines Sports Executive, in an interview with BusinessWorld at the launch of the 2019 edition of the summer clinics on Feb. 7.

This year, with clamor to expand the program south of the country, Milo is making it more accessible to aspiring young athletes in the Visayas and Mindanao region.

Officials said that beginning end-March, the clinics will be available in over 700 venues to more than 30,000 children nationwide.

Also this year, recognizing the tremendous pickup they have been getting from Filipinos and how such are performing well in international competitions, the sports of arnis, ultimate frisbee, and wushu are now part of the program.

Said sports join stable disciplines of badminton, basketball, chess, fencing, football, futsal, golf, gymnastics, karatedo, lawn tennis, parkour, swimming, table tennis, taekwondo, touch rugby and volleyball.

To enhance the summer clinic experience of the participants, select clinic organizers will offer a Milo Welcome Kit that contains an exclusive Summer Sports Clinics drawstring bag and Milo to ensure the participants will get the energy nutrients they need when they embark on their summer courses.

“We look forward to nurture more children to be champions not just athletes but also as individuals,” Luigi Pumaren, Milo Sports Marketing Executive, also said at the launch.

The 2019 Milo Summer Sports Clinics is endorsed by the Department of Education, Philippine Olympic Committee and Philippine Sportswriters Association.

To enroll and for more information on the clinics and Milo Philippines, log on to or check out the Milo Philippines Facebook page at — Michael Angelo S. Murillo