industry:running
Bryony Andrews takes a look at running participation numbers and the rise of wearable tech
R
unning is the ultimate convenience sport. Participants can run at any speed or level they choose. They don’t require
a partner or a team. They can run wherever and whenever they want; competitively or recreationally; for fitness or for fun. Research shows that among almost all runners there is a strong emphasis on the fitness benefits of running, with vast majority stating that their primary motivation is fitness, to the exclusion of the social benefits or the competitive instinct. And a key charm of running for many of the sport’s participants is that it requires minimal equipment. The only truly essential piece of kit is a pair of trainers, which even the most sedentary of consumers usually already has knocking around the back of their cupboard. For sports retailers, however, this means that
in order to capitalise on the nation’s enduring proclivity for jogging, they need to focus on the performance aspect of the sport: targeting the ever-increasing numbers of competitive and semi-professional runners who train and take part in races up and down the country every weekend. There are 1466 running events
14 |
SGB-SPORTS.COM
listed on running social network site
www.therunningbug.co.uk between March and December 2016, showing just how broad the demand for opportunities to take part in running events is.
Consumer choice Market research from agency Euromonitor reports that: “A growing number of consumers are devoting more time and money to participating in sport, driven by increasingly urban and sedentary lifestyles in both developed and emerging markets. In some cases participation in sport is becoming a social identifier; e.g. ‘I am a tri-athlete.’ This trend can be seen across the age spectrum, from the increasingly structured play of childhood, to the desire of ageing baby-boomers to remain active for as long as possible.” Runners provide a solid market for retailers; unlike seasonal sports like cricket and tennis, runners participate all year long meaning there is no sales dip or down period. What's more, as the temperature, weather and terrain varies from season to season, runners will need different kit depending on the time of year.
Data from Sports Marketing Surveys reveals
that, after determining the correct fit and support, price was overwhelmingly the strongest influence on a running shoe purchase decision for consumers. Brand name and durability were secondary considerations, and were thought of before style and colour. For runners’ choice of apparel, retailers can expect an average annual spend of around £130 per runner, with most having bought at least a top and a pair of shorts in the last year. According to a recent survey conducted by
Demandware, 77% of millennials (18-34 year olds) have acted on purchase recommendations from online social sources. Sharon Forder, senior director of marketing, EMEA at Demandware advised that: “Peer recommendations are now one of the top factors influencing the purchasing journey.” In an increasingly connected society, online social media communities dedicated to running are seeing growing user numbers, perhaps due to the sport’s position as an essentially solo activity that has widespread popularity. Runners seek out other runners online in order to make a social activity out of a solo sport.
Products for performance
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