The Challenge Family is a global series of middle and long ...triathlonbusinessintl.com/assets/files/Panel-State of Triathlon in... · • The Challenge Family is a global series

• The Challenge Family is a global series of middle and long-distance triathlons with Festival

characteristic… we are Quality and innovation Leaders

• … that is changing the face of triathlon racing around the world.

• Featuring spectacular courses in iconic destinations,

• Challenge Family events focus on delivering a lifetime experience to athletes of all ages &

abilities, and creating a memorable spectator experience that captures all the excitement &

emotion of this inspirational sport.

• With highest possible respect for the sport of triathlons, athletes, communities, sport governing

bodies, environment and industry partners we are creating innovative platforms for sustain

growth.

CHALLENGE BY NUMBERS

47 RACES

$3.2 MILLION

USD 2015 Prizemoney

and Assistance

5 Continents

11 Months

18 Countries

30,000 Volunteers

65,000+ Athletes

85,000+ Database

1,000,000+ Spectators

170,000,000+ Eyeballs

USD $500,000 – 2014 CHALLENGE BAHRAIN PRO PRIZE

PURSE

CHALLENGE ROTH

60 NATIONS

5,000 ATHLETES

5,900 VOLUNTEERS

73,500 EURO PRIZEMONEY

250,000 SPECTATORS

10% INCREASE IN 2015

PRIZEMONEY

MEDIA COVERAGE AND REACH

278,000+ CHALLENGE FAMILY

FACEBOOK FANS

51,750+ CHALLENGE FAMILY

TWITTER FOLLOWERS

170,000,000+ UNIQUE EYEBALLS ACROSS TELEVISION PRINT, AND DIGITAL COVERAGE.

Challenge athletes are high income

earners and well educated. They are

as driven and successful in their

professional careers as they are in

their sporting lives. They are goal

oriented and committed to an active

and healthy lifestyle.

“Triathlon with its active and

committed participants is more

valuable than stadiums full of passive

spectators. The long-distance triathlon

fan community is passionate,

demonstrating an insatiable need to

learn more about the sport of triathlon

and their natural desire to share that

learning with others”

- Fmr. CEO of Challenge Intelligence,

a Google Company

AUDIENCE CHARACTERISTICS

SOCIAL

POWER

TRIATHLETES HAVE

PASSIONATE TRIATHLETES ARE

INFLUENCERS TRIATHLETES ARE KEY

They talk about products.

About their sport and

products.

They reach a wide and

desirable audience.

EARLY

ADOPTERS

TRIATHLETES ARE They embrace innovation

and new technologies.

AUDIENCE DEMOGRAPHICS

30% FEMALE

AGE +

GENDER

INCOME EDUCATION STATUS

42% $150,000+

86% COLLEGE

DEGREE

70% MARRIED

Ages represented 18-

80+, Largest age

group 34-40. 70%

male participation

Mean annual

household income

$181K, 26% under

$100K, 32% between

$110K and $150K.

42% over $150K

annual income.

86% of participants

have college or

university degrees

and are opinion

leaders in their field.

70% of participants

are married and 60%

have one or more

children.

TBI GLOBAL TRIATHLON CONFERENCE

ROTH, GERMANY

Summary presentation

Prepared by Gary Roethenbaugh, MultiSport Research

Panel on ‘The State of Triathlon in Europe, UK and the World’

10 July 2015

< > 9 © 2015 MultiSport Research Ltd / triathlonbusiness.com. All rights reserved July 2015

TBI GLOBAL TRIATHLON CONFERENCE 2015

Active triathletes worldwide, estimate

Estimated ‘active racing triathletes’ worldwide, 2009-2014

1.3

1.6

1.8

2.0

2.1

2.3

0.0

0.5

1.0

1.5

2.0

2.5

2009 2010 2011 2012 2013 2014

• Across Sprint, Olympic,

Middle & Long distance, total

estimated number of

triathletes who raced in 2014

stood at just over 2.3m, +10%

year-on-year

• +10% average annual growth

(CAGR) in 2010-2014

• Emerging markets are key

Total in millions

Source: ITU National Federation survey responses / MultiSport Research estimates



Active triathletes worldwide, map

Less than 1,000 triathletes 1,001-10,000 10,001-100,000

100,001-600,000

Mapping the world’s leading active triathlete countries, 2013

Source: ITU National Federation survey responses / MultiSport Research estimates



USA and UK: ‘A tale of two countries’… Participation



USA and UK: ‘A tale of two countries’… Tri expenditure

$

$

$3345 (US)

Last bike, paid

$2520 (UK)

+23%

Next bike, to pay

+38%



Referencing triathlon in social media

63

10

23

22

Japan (Yokohama) ave

Germany (Hamburg) ave

US ave

UK ave

0 20 40 60 80

Combined very frequent (daily) or frequent (weekly) social media tri engagement:

own experiences & other tri news

Response ave %

14

Observations

• Triathlon has attracted interest from individuals willing to spend big

• New tri starters are ‘big item purchasers’, e.g. bikes, wetsuits

• New starters tend to buy at ‘entry level’ price points

• Established triathletes ‘buy premium’, more likely to travel, etc.

• NPD & marketing, and athlete ‘upgrade path’ driving gains

• Increase in participation gains essential to fuel revenue growth

• Retention and recruitment: core objectives for all stakeholders

< >

Thank You! Thank you very much for your time.

For any questions or follow up data requests, please contact:

Gary Roethenbaugh

Managing Director

MultiSport Research Ltd

Tel: +44 (0)117 364 3097

Fax: +44 (0)117 364 3197

Cell: +44 (0)7832 697773

Skype: gary.roethenbaugh

E-mail: [email protected]

Copyright

All copyright in all MultiSport Research/triathlonbusiness.com reports is reserved. All text, tables, charts and other material contained within this report, which are the exclusive property of MultiSport Research Ltd, may not be copied, distributed, transferred or

displayed without the express written consent of MultiSport Research Ltd.

Liability

Whilst every effort has been made to ensure that the information presented in this document is accurate and that the opinions expressed are sound, MultiSport Research Ltd cannot be made liable for any errors or omissions or for any losses or consequential

losses resulting from decisions based on its contents.

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