SAN DIEGO--([ BUSINESS WIRE ])--[ Active Network ] (NYSE: ACTV) and Triathlon America today announced results of a comprehensive study of men and women participating in the sport of triathlon at the [ Triathlon America conference ] at the Rancho Bernardo Inn in San Diego, Calif. Key findings of the study include the identification of four groups of triathlon participants based on experience and motivations a" the newcomer, the practitioner, the veteran and the lapsed triathlete. These segments define a triathleteas willingness to travel, the types of races they prefer, what keeps them in the sport and what they hope to get out of their participation.
"We believe this report will provide race organizations better direction into how to re-engage lapsed athletes, support the growing segment of female participants, and involve a triathleteas friends and family in the triathlon experience in order to increase participation"
aWe believe this report will provide race organizations better direction into how to re-engage lapsed athletes, support the growing segment of female participants, and involve a triathleteas friends and family in the triathlon experience in order to increase participation,a said Dave Alberga, chief executive officer at Active Network. aAdditionally, it will provide brands targeting this growing audience with information not readily available until now.a
Alberga will discuss more detailed findings in a [ presentation ] today at the Triathlon America conference. Highlights of this discussion will include:
- Women continue to be a key growth component in the sport a" 55% of newcomers identified in the study are female.
- Triathlons are addictive a" 96% of current triathletes indicate they plan on participating in another triathlon.
- Triathletes are well-educated a" 90% of triathletes have attained some level of higher education.
- Family support is important a" 43% of all triathletes travel with their family.
- There is a atribea mentality a" triathlon appeals to a core group of consumers with common motivations and beliefs.
Active Network surveyed more than 1,700 members of its Active.com Lifestyle Panel to better understand the behaviors, attitudes and motivations of both new and experienced triathletes. The Active Lifestyle Panel is comprised of a representative pool of fitness-minded, influential consumers recruited exclusively from Active.com and provides Active Network and its partners valuable insight into the mind of the active consumer.
aThis report will provide additional intelligence for organizations interested in reaching this active consumer audience, as well as provide insight into how event directors can increase participation through acquiring new participants, maintaining current triathletes and engaging lapsed triathletes by understanding their respective needs,a said Jack Caress, president of Triathlon America.
For more information or to purchase the report, email [ ConsumerResearch@ActiveNetwork.com ].
About Triathlon America
Triathlon America is an industry organization dedicated to promoting the sport and the business of triathlon. Founded by a group of industry leaders, Triathlon America advocates for the interests of triathlon businesses, provides educational and informative programs, and encourages increased participation in the sport. For more information, please visit [ www.triathlon-america.com ].
About The Active Network, Inc.
The Active Network, Inc. is the leading provider of organization-based cloud computing applications with over 47,000 global business customers and 70 million annual transactions reported last year. Our technology platform, ActiveWorks, transforms the way organizers manage their activities and events by automating online registrations and streamlining other critical management functions, while also driving consumer participation to their events. Our flagship media property, Active.com, is the leading online community for people who want to discover, participate in, and share activities about which they are passionate. Headquartered in San Diego, California since 1999, the company has over 25 offices worldwide. To learn more, visit[ www.ActiveNetwork.com ]or[ www.Active.com ]. Follow Active Network on Twitter[ @ActiveNetwork ],[ @Active ]and on[ Facebook ].
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2012 The Active Network, Inc. All rights reserved. Active.com and ActiveWorks are registered trademarks of The Active Network, Inc. Active Network is a trademark of The Active Network, Inc. All other trademarks are the property of their respective owners.