This week Active Network and Triathlon American released the findings of new comprehensive study of men and women who participating in the sport of triathlons. This study was released at the Triathlon American conference, which was held at the Rancho Bernardo Inn in San Diego, California.
Key findings of the study include the identification of four groups of triathlon participants based on experience and motivations — the newcomer, the practitioner, the veteran and the lapsed triathlete. According to group these segments define a triathlete’s willingness to travel, the types of races they prefer, what keeps them in the sport and what they hope to get out of their participation.
“We believe this report will provide race organizations better direction into how to re-engage lapsed athletes, support the growing segment of female participants, and involve a triathlete’s friends and family in the triathlon experience in order to increase participation,” said Dave Alberga, chief executive officer at Active Network in a statement. “Additionally, it will provide brands targeting this growing audience with information not readily available until now.”
So is trying to do triathlons? The findings released noted key facts including:
• Women continue to be a key growth component in the sport – 55 percent of newcomers identified in the study are female.
• Triathlons are addictive – 96 percent of current triathletes indicate they plan on participating in another triathlon.
• Triathletes are well-educated – 90 percent of triathletes have attained some level of higher education.
• Family support is important – 43 percent of all triathletes travel with their family.
• There is a “tribe” mentality – triathlon appeals to a core group of consumers with common motivations and beliefs.
For this study Active Network surveyed more than 1,700 members of its Active.com Lifestyle Panel to better understand the behaviors, attitudes and motivations of both new and experienced triathletes.The study also noted that among those surveyed 55 percent had a household income of more than $100,000 a year, 90 percent attended college or have a post-graduate degree, 70 percent work full-time and 74 percent own their own home.
It was also noted that the price means a lot, and that when it comes to spending on swimming, biking and apparel purchases, an average of 26 percent of respondents noted that price was the top deciding factor. So much so that cost actually outweighed such things as customer service and fit when buying the product. For example with running shoes, 15 percent listed price as a concern, behind fit (20 percent) and even brand loyalty (26 percent).
This also included the types of hotels involved with just 20 percent of all triathletes saying that they’d stay at luxury or upscale hotels while competing. In comparison, the study noted that 79 percent of competitors do search for discount rooms at budget or moderate-priced hotels.
In total, triathletes spend about $1,275 annually on travel, $717 on bike equipment, $164 on wetsuits, $107 on apparel and $95 on running shoes, the survey revealed.
But the question is will the triathletes tri, tri again? It seems they might.
Triathlon America Official Website
Active Network Official Website