Active Network Inc, the leading provider of organization-based cloud computing applications, is teaming up with the Sporting Goods Manufacturers Association (SGMA), the trade association of leading industry sports, sporting goods and fitness brands, to understand consumer behaviour around US sports participation.
The alliance will seek to determine why people begin playing, why they continue and why they eventually stop sport participation –- as well as insights into the roots of brand loyalty.
This is the first time the SGMA is partnering with an industry insider such as Active Network to gain insight into the behaviours that shape consumer actions in the sports industry through a nationwide participation study and the Active Lifestyle Panel.
The Active Lifestyle Panel is comprised of a representative pool of fitness-minded, influential consumers recruited exclusively from Active.com to provide valuable insight into the behaviours, attitudes and motivations of the active consumer.
“As an organization focused on helping consumers search and register for the activities they love, want and need to do, we are uniquely positioned to provide deep understanding and unprecedented access to these consumers,” said Jon Belmonte, Chief Media Officer at Active Network.
“This partnership with the SGMA marries Active Network’s knowledge of active consumers with SGMA’s rich industry expertise and membership base.”
Members of SGMA include over 250 sporting goods manufacturers, retailers and marketers in the sporting goods industry, such as Nike, adidas, Russell, Rawlings, Under Armour, and Dick’s Sporting Goods.
Both current SGMA members, as well as other organizations interested in understanding the behaviours, attitudes and motivations of sports participants will benefit from understanding why people start, stay and leave a variety of different sports and activities. The new, jointly developed report will take the next step beyond the yearly Sports, Fitness and Recreational Activities study currently published by SGMA.
“At SGMA, we aim to provide our members with invaluable access to information, influence and industry connections while fostering sports, fitness and active lifestyle participation. Partnering with Active Network is a natural fit with our corporate mission,” said Neil Schwartz, Director of Business Development for SGMA Research.
“The yearly participation study has been the foundation of our research efforts and now we are going to answer some of the questions on why people do what they do. We look forward to providing this insightful data to our members later this year to help them better understand their customers.”
The jointly developed consumer insights report is slated to be distributed later this year and will be accessible from www.activenetwork.com and www.sgma.com.
