SPORT HEROES GROUP CREATING WORLD-FIRST DIGITAL SPORT EXPERIENCES
SPORT HEROES GROUP
C R E AT I N G W O R L D - F I R S T D I G I TA L S P O RT E X P E R I E N C E S
Founded in Paris in 2014, we expanded to UK and Australia in 2016.
We’ve raised $5M in funding, and we’re currently securing $15M -‐ to
expand to America, and continue growing existing markets.
A collection of applications and connected devices generating global
data
O U R T E C H N O L O G Y
Allows aggregation and distillation of big data about exercise
We aggregate multiple data sets into usable information
To create new localised digital experiences,
¹
O U R T E C H N O L O G Y
+
Reward efforts by offering prizes
Challenge your friends or colleagues
Make a differenceand donate to charity
Feel part of an engaged global movement
Live inspiring adventures
Meet people and enjoyexperiences together
W H AT W E D O
Inspiring and fun digital experiences to make exercise better
Targeted media platforms
O u r o f f e r i n g i n t w o p a r t s
Build connected digital experiences (apps and websites)
Member geographic split.The biggest digital community of runners and cyclists in Australia, and rapidly growing
T H E B I G G E S T R U N N I N G C O M M U N I T Y
ABOVE AVERAGEPURCHASING
POWER
100%TECH SAVY
100% EARLY
ADOPTERS
3RUNS / WEEK
33 YEARS OLD
7.5 KM / RUN
55% WOMEN
20172016 2018
50,000+ users
10,000+ users
80,000+ users
20,000+ users
We build world-first digital platforms
Sport Heroes creates customised and engaging digital connected experiences (apps and websites) for
brands, charities, or events that want to motivate people to get moving.
We invented the concept of a Connected Event
A tailor-made connected event
(alone / in teams, duration,
distance, sport etc.)
Everyone can take part by using a
smartphone or a GPS watch (syncing to
our proprietary technology)
Provides motivation for everyone:
competition, fundraising, social, gifts…
C o n n e c t e d E v e n t
What if it was possible to remove the location and time restraints from a sports event?
3 0 0 + PA RT N E R S
S P O R T
N U T R I T I O N
L I F E S T Y L E
Device awareness
91% of respondents claim to be aware of fitness tracking devices, of these, 99% are aware of either the smart phone applications, the wrist device or both.
Base: all respondents, n=1,003
Yes, 91%
No, 9% 80%
5%14%
1%
Both Phone Only Wrist Device Only Neither
Q. There are a number of applications and devices on the market today that help people track their fitness…Have you heard about these types of applications or devices before?
Q. These applications come in two basic forms, apps that you download onto your mobile phone…and devices that you wear on your wrist. Which of these were you aware of before today?
Device usage
44% of respondents use a a smartphone or wrist device (or both) to track their physical fitness activity.
The smartphone is the more popular choice with 33% of respondents using one (either alone or in conjunction with a wrist device). 24% use a wrist device (either alone or in conjunction with their phone).
Base: aware of phone and/or wrist device, n=908
Q. Do you currently use either of these to track your fitness activities?
21%
12%
12%
56%
Smart phone only
Wrist device only
Use both
Neither
Frequency of activity & device usage
Not surprisingly, as frequency of physical fitness activity increases so does the use of a fitness tracking device.
Base: aware of phone and/or wrist device, n=908
Q. Do you currently use either of these to track your fitness activities?
58%53%
40% 43%36%
20%
Every Day 3-4 Times/Week 1-2 Times/Week 1-2 Times/Month Every 2-3 Months Less Often
* Result significantly higher at 95%
+ Result significantly lower at 95%*
**
*
74%
62%56% 55%
37%32%
25%
Running Gym/Workout Cycling Sport Walking Swimming Other
Main activity & device usage
Those whose main activity is running show the highest device usage. Those whose main activity is walking are less likely to use a device, but still nearly two-in-five use one.
Base: aware of phone and/or wrist device AND engage in main activity
Q. Do you currently use either of these to track your fitness activities?
* Result significantly higher at 95%
+ Result significantly lower at 95%*
+
(N=76)
(N=144)
(N=32) (N=31)
(N=443)(N=41)
(N=51)
Consideration among non-‐users
Those that currently use just one type of device have a high likelihood of considering a second device (60% of those who use a wrist device only would consider the smartphone applications, 69% who use a smartphone only would consider the wrist device). Of those who do not use either, 50% would consider the smartphone option and 72% a wrist device.
Q. How likely would you be to consider…mobile phone/wrist device for tracking and monitoring fitness activity in the future?
Smartphone ConsiderationBase: do not currently use smartphone apps.‘Use Neither’ n=499, ‘Use Wrist Device Only’ n=104
Wrist Device ConsiderationBase: do not currently use wrist device.‘Use Neither’ n=499, ‘Use Smart Phone Only’ n=189
31%
60%50%
16%
Currently Use Neither Device Currently Use Wrist Device Only
Consider
Not Consider
15%
69%72%
16%
Currently Use Neither Device Currently Use Smart Phone Only
Consider
Not Consider
Opportunity: the ‘white space’
More than half of all respondents did not use any device to monitor their fitness activities. Yet a considerable proportion believe that both devices are very helpful or have some benefits. There is an opportunity to focus on marketing outside of device functionality: motivational capacity, inspirational personalized narratives, ability for wearables to promote a sense of community etc.
Base: Do not use any device
21%
12%
12%
56%
Smart phone only
Wrist device only
Use both
Neither
0%
12%
29%
7%
8%
9%
5%
30%
0%
15%
23%
7%
12%
11%
6%
26%
Indispensible
Very Helpful
Some Benefit
Fitness Fanatics
Too Expensive
Passing Fad
Useless
Don't Need One
Smart Phone
Wrist Device
Base: Do not use any deviceDevice Used
Attitude Towards Devices
27 FEB– 5 JUNE
2017
www.theiconicsportchallenge.com.au
• 9 teams across ANZ, pitted against each other to find the fittest team• Teams ranked live, tracking average km per person, and total kms• A 13 week experience with weekly challenges and prizes• Galapagos adventure of a lifetime on offer to finish• Weekly discounts from TIS as extra motivation• A world-‐first connected digital experience
C A S E S T U D Y: T H E I C O N I C S P O RT C h a l l e n g e
THE ICONIC SPORT Chal lenge exper ience
THE ICONIC SPORT Chal lenge exper ience
THE P A R T I C I P A N TS
15,015ENTRANT S
35
Top five teams:
AVERAGE AGE
1. TASMANIA 2. AUSTRALIAN CAPITAL TERRITORY
3.QUEENSLAND 4. NEW SOUTH WALES 5. SOUTH AUSTRALIA
182.6kmPARTICIPANTS
149.5kmPARTICIPANTS
148.6kmPARTICIPANTS
131.04kmPARTICIPANTS
127.44kmPARTICIPANTS
-‐20 21-‐30 31-‐40 41-‐50 51-‐60 61-‐70
Age breakdown:
2%
32%
27% 23% 15%
1%
PARTIC IPATION DURING THE EXPERIENCE
43 MARATHONS
184 Perth to Auckland RETURN TRIPS
46 TIMES ROUND THE EARTH
1,847,180.21KMS COVERED
Female Male Total UsersTotal Kms
AverageKms
TAS 104 58 16229,575.53km
182.6km
ACT 126 63 18928,262.115km
149.54km
QLD 980 545 1,525226,599.75km
148.59km
NSW 3,107 1,092 4,199550,236.96km
131.04km
SA 542 606 1,148146,301.12km
127.44km
WA 1,327 579 1906239,298.3km
125.6km
NT 48 36 8410,266.48km
122.22km
VIC 2,249 1201 3,450410,325.75km
118.9km
NZ 1,702 738 2,440206,314.2km
84.5km
Total Female Total Male Total users10,097 4,918 15.015
1,847,180.21km
OVERALL, PARTICIPANTS SAID THEY WERE VERY SATISFIED AND READY TO TAKE PART AGAIN NEXT YEAR.
OVERALL SAT I SFAC T ION
97%
OF PARTICPANTS WOULD TAKE PART IN THE NEXT EDITION
82%MORE MOTIVATED TO EXERCISE
SATISFACTION RATING4.2/5
Perception of THE ICONIC SPORT brand
67%41%
93% 45%
PRIOR USE AND ENGAGEMENT WITH THE ICONIC WEBSITEAWARENESS OF THE ICONIC SPORT, PRIOR TO CHALLENGE
WILLINGNESS TO PURCHASE FROM THE ICONIC SPORT PRIOR PURCHASES FROM THE ICONIC SPORT
THE ICONIC SPORT SPECIFIC CRITERIA ASSESSED
4.4/5SENTIMENT TOWARDS THE
BRAND
C A S E S T U D Y: T H A I A I RWAY S
› Promote Thailand as a sports holiday destination› Position Thai Airways as a major player in the
running space in Australia› Engage and excite our running community towards
their brand and values
› Creation of the biggest challenge to date (3 all-inclusive trips to Thailand)
› Creation and publication of media content in Thailand to tell the story of the winners
› Publication of unique survey to collect qualitative insights from engaged community
› Most popular campaign in the lifestyle category› Approximately 1,000 runners filling out the entire
survey› 9 out of 10 runners engaged through the campaign
would consider flying with Thai Airways
O B J E C T I V E
R E S P O N S E
R E S U L T S
C A S E S T U D Y: K O A L A
› Raise awareness about theimportance of high sleeping quality to improve running performance
› Acquire new customers on a commission model
› Publication of an article about the sleep impact on your running
› Creation of a demanding challenge aligned with the recommended sleeping time (8h)
› Promotion of very attractive offer ($150 discount on any mattress)
› Among the top 3 most popular challenges in the lifestyle category
› Strong ROI on the full campaign activation› Top 3 most read articles on the Running Heroes
Blog
O B J E C T I V E
R E S P O N S E
R E S U L T S
C A S E S T U D Y: B O S E
› Promote new SoundSport product line targeting avid runners
› Highlight key features of the new product in an innovative way
› Creation of a blog article “5 sounds runners hear and hate” to communicate key benefits through native content
› Conception of a challenge offering the product as winning price before market release
› Most popular challenge in sports gear category at the time
› Active contribution to establishing earphones as the most popular product category in the community
› Among the Top 3 click-through rates to Bose website
O B J E C T I V E
R E S P O N S E
R E S U L T S
COMMUNITY COMES FIRST
We are all more connected than ever, with fewer meaningful connections.
Amidst all the data, statistics, and noise, a human touch is paramount.
Sport Heroes puts community at the heart of everything we do.
Community comes first.
K E E N T O C O N N E C T ?
Sam Canavan
Managing Director, Sport Heroes
e : sa m @r unni ng he r o e s . c o m
w: spo r t he r o e sg r o up. c o m