Triathlon America, the industry organisation dedicated to promoting the sport and the business of triathlon, and Active Network Inc, the event registration and cloud computing specialist, have today announced that they have entered into a strategic agreement to conduct a comprehensive study of men and women participating in the sport of triathlon.
Online registrations for triathlon events through Active.com, the flagship media property of Active Network, have increased more than 200% over the past three years. With the recent surge in triathlon participation, this national US study will provide valuable information for organizations interested in reaching this active consumer audience. Through detailed, quantitative research from thousands of active triathlon participants, sample insights will include:
- Demographic information
- Spending and training habits
- Motivators
- Brand preferences and attitudes
- Frequency of races and distances
“Triathlon America is the only organisation representing the businesses serving the triathlon industry and those who also participate in the sport,” said Jack Caress, President of Triathlon America. “This study will provide one of the deepest dives ever done into triathlon and its trends, so that companies and individuals can provide better products and services to those who are passionate about the sport.”
“We have seen a tremendous uptick in triathlon participation in the past five years, and given this recent trend, it is crucial for organisations to better understand this highly passionate and driven consumer audience,” said Kristin Carroll, Vice President of Media & Marketing at Active Network.
“We have a deep understanding of and unique access to endurance athletes and their interests via our media property, Active.com, and we look forward to leveraging this knowledge for the benefit of the industry.”
Results of this in-depth study will be released at the Triathlon America Conference, which takes place on 19-21 February 2012 in San Diego, California.
