New Study Provides Valuable Insight to Event Directors, Brands and Organizations Interested in Reaching Triathletes of All Levels
SAN DIEGO, CALIF. -- February 20, 2012 -- 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 -- the newcomer, the practitioner, the veteran and the lapsed triathlete. These segments define a triathlete's 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 triathlete's friends and family in the triathlon experience in order to increase participation," said Dave Alberga, chief executive officer at Active Network. "Additionally, it will provide brands targeting this growing audience with information not readily available until now."
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 -- 55% of newcomers identified in the study are female.
- Triathlons are addictive -- 96% of current triathletes indicate they plan on participating in another triathlon.
- Triathletes are well-educated -- 90% of triathletes have attained some level of higher education.
- Family support is important -- 43% of all triathletes travel with their family.
- There is a "tribe" mentality -- 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.
"This 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," 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 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 Active.com. Follow Active Network on Twitter @ActiveNetwork, @Active" and on Facebook.
About Forward-Looking Statements
The Active Network, Inc. cautions you that the statements included in this press release that are not a description of historical facts are forward-looking statements within the meaning of the federal securities laws. Any such statements are subject to substantial risks and uncertainties, and actual results may differ materially from those expressed in these forward-looking statements. More detailed information about The Active Network, Inc. and the risks and uncertainties that may affect the realization of these forward-looking statements is set forth in its filings with the Securities and Exchange Commission (SEC). These filings may be read free of charge on the SEC's website at Sec.gov. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. All forward-looking statements are qualified in their entirety by this cautionary statement and The Active Network, Inc. undertakes no obligation to revise or update this press release to reflect events or circumstances after the date hereof.
© 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.
Know someone else who's interested in running and triathlon?
