2016 Participation Report - Physical Activity Council

2016 Participation Report
The Physical Activity Council’s annual study
tracking sports, fitness, and recreation
participation in the US
TABLE OF CONTENTS
Your guide through the 2016 Participation Report
Methodology
3
Introduction
4
Overall Participation Rate in the US
6-9
Activity Level Trends
6
2010 – 2015 Participation Trends
7
Participation by Generation
8-9
Overall Inactivity Levels in the US
11-13
2010-2015 Inactivity Trends
11
Inactivity by Age
12
Inactivity by Income
13
Spending in Fitness
15-17
Spending Trends
15
Pay to Play
16
Purchases to Encourage Fitness
17
Aspirational Participants and PE Participation
19-21
Non-Participation Interest
19-20
The PE Pathway
21-22
Appendix
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23
2
METHODOLOGY
How the 2016 report research was conducted
This Overview Report from the Physical Activity Council, (PAC), is produced by a partnership of eight of the
major trade associations in US sports, fitness, and leisure industries. Each partner produces more detailed reports
on their specific areas of interest, but this Overview Report summarizes “topline” data about levels of activity in
the US. The overall aim of this report is to establish levels of activity and identify key trends in sports, fitness,
and recreation participation in the US. For more detailed results, please contact the relevant partner listed below.
During the 2015 calendar year, a total of 32,658 online interviews were carried out with a nationwide sample of
individuals and households from the US Online Panel of over one million people operated by IPSOS/Synovate.
A total of 15,167 individual and 17,491 household surveys were completed. The total panel is maintained to be
representative of the US population for people ages six and older. Over sampling of ethnic groups took place to
boost responses from typically under responding groups.
The 2015 participation survey sample size of 32,658 completed interviews provides a high degree of statistical
accuracy. All surveys are subject to some level of standard error - that is, the degree to which the results might
differ from those obtained by a complete census of every person in the US. A sport with a participation rate of
five percent has a confidence interval of plus or minus 0.24 percentage points a the 95 percent confidence level.
A weighting technique was used to balance the data to reflect the total US population ages six and above. The
following variables were used: gender, age, income, household size, region, population density, and panel join
date. The total population figure used was 294,141,894 people ages six and older.
“Inactivity” is defined to include those participants who reported no physical activity in 2015 and an additional
18 sports/fitness activities that require minimal to no physical exertion.
Data reported for “winter sports” are based on seasons: 2010 year is 2009/2010 season, 2011 year is 2010/2011
season, 2012 year is 2011/2012 season, 2013 year is 2012/2013 season, 2014 year is 2013/2014 season, and
2015 year is 2014/2015 season.
If you have specific questions regarding the methodology, please contact Sports Marketing Surveys USA at
[email protected] or (561) 427-0647.
The Physical Activity Council is made up of the following industry leading organizations:
• CLUB/INSTITUTIONAL FITNESS: International Health, Racquet, and Sportsclub Association (IHRSA)
www.ihrsa.org P: (617) 951-0055
• GOLF: National Golf Foundation (NGF) www.ngf.org P: (561) 744-6006
• OUTDOOR: Outdoor Foundation (OF) www.outdoorfoundation.org P: (202) 271-3252
• SNOWSPORTS: Snowsports Industries of America (SIA) www.snowsports.org P: (703) 556-9020
• TEAM SPORTS/INDIVIDUAL SPORTS/GENERAL FITNESS/WATERSPORTS: Sports & Fitness
Industry Association (SFIA) www.sfia.org P: (301) 495-6321 and USA Football www.usafootball.com
P: (317) 489-4417
• TENNIS: Tennis Industry Association (TIA) and United States Tennis Association (USTA)
www.tennisindustry.org P: (843) 686-3036
2016 PHYSICAL ACTIVITY COUNCIL REPORT
3
INTRODUCTION
An overview of the research and insights into the numbers
The Physical Activity Council’s annual study continues to track participation in 120 sports
and fitness activities. This report gives a broad overview of the study. For more details on
specific sports, please contact the relevant PAC Partner (see Methodology).
Participation in sports seemed to be fluctuating over the last few years, with an increase in
team, winter, water, and fitness sports participation. Individual sports declined slightly in
2015 while racquet and outdoor sports remained flat. This meant there were 212.6 million
“actives” taking part in a wide range of sports and fitness activities in 2015, a slight increase
from 209.3 actives in 2014.
The overall levels of inactivity decreased marginally in the last 12 months from 28.3% of
Americans age six and older in 2014 to 27.7% in 2015. However, there are still 81.6 million
inactive Americans.
Inactivity decreased for most age groups, with 13 to 17 year olds having the biggest drop
(1.4%) and 35 to 44 year olds having the lowest decrease (0.2%) in 2015. While those
Americans between the ages of 45 to 54 remained flat in inactivity, there was a gradual
increase in inactivity for 55 to 64 year olds.
“Gen Z,” or those born in this millennium, continue to dominate team sports category. There
continues to be an increase in team sports participation from the “Gen Z” population, which is
due partially to the birth boom in 2007, who are now around the age of 8. The Millennials and
“Gen X” groups maintain the most participation in fitness sports. Boomers are more likely to
participate in fitness activity than any other category.
In terms of interest, all age groups continue to look at swimming as a means for future fitness.
Followed heavily by outdoor activities, such as camping and biking. Fitness activities are
featured high on the list for most adult age groups while team sports are more attractive to the
youths.
Those “aspirational” participants report that having someone to participate with or having a
friend bring them along would be a strong motivator to start a new activity. While having
more free time was mentioned to be helpful, more people felt that their current health was a
big hindrance.
2016 PHYSICAL ACTIVITY COUNCIL REPORT
4
OVERALL PARTICIPATION
RATES
2016 PHYSICAL ACTIVITY COUNCIL REPORT
5
ACTIVITY LEVEL TRENDS
A breakdown of activity levels over time
Inactive to Healthy Active Across 5 years
US Population, Ages 6+
Overall, participation in sports, fitness, and related physical activities increased slightly in
2015. Many people were active, with 56% of the population ages 6 and over participating in
at least one high caloric burning activity. Over the last few years, participation to a healthy
level in high calorie activity has been on the decline, dropping an average of 0.6%. Both
casual and active participates have increased, showing that although Americans may not be as
active as often as in the past, they continue to keep moving at some level of fitness.
100%
90%
% of Individuals Ages 6+
80%
34.5%
34.5%
32.9%
33.9%
31.5%
31.2%
Active (51~150 times) High
Calorie Activity
70%
11.8%
11.9%
8.9%
12.6%
12.8%
17.7%
15.8%
16.1%
60%
11.5%
11.3%
11.2%
11.9%
50%
8.4%
8.2%
9.3%
18.8%
18.4%
18.6%
40%
Active to a Healthy Level and
Beyond (151+ times) High Calorie
Activity
Casual (1~50 times) High Calorie
Activity
Low to Med Calorie Activites
30%
20%
10%
26.9%
27.6%
2010
2011
28.0%
27.6%
28.3%
27.6%
None (Inactive)
0%
2012
2013
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2014
2015
6
2010 – 2015 PARTICIPATION TRENDS
A look at physical activity participation by year
Total Participation Rate by Activity Category
US Population, Ages 6+
When it comes to being active, most of the population prefers a form of fitness followed by
outdoor activities. While both winter and water sports are only participated in by less than
15% of the population, their rates have increased over the past year. Both outdoor and racquet
sports remain flat and individual sports show a decrease. This decrease has been a continuing
trend since 2012, decreasing, on average, 1% over the last 5 years.
Participation Rates: % of Individuals Ages 6+
2010
70%
2011
2012
2013
2014
2015
61.5%
60%
48.4%
50%
40%
34.8%
30%
23.1%
20%
14.2%
13.5%
7.4%
10%
0%
Individual
Sports
Racquet
Sports
Team Sports
Outdoor
Sports
Winter
Sports
Water Sports
Fitness
Sports
*Winter Sports are based on season
*See Appendix for breakdown of sports included in each category
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7
PARTICIPATION BY GENERATION
A look at activity levels by generation
Participation Rates Segmented by Generations
US Population, Ages 6+
Inactive
Low/Med Calorie
Casual & Low/Med Calorie
Active & High Calorie
Gen Z (2000+)
18.2%
25.5
%
12.9%
20.5%
23.0%
In 2015, over 80% of
Gen Z were active, with
a quarter being active to
a healthy level. Gen Z
had the least percentage
of inactives.
25.8
%
15.2%
11.9%
11.2%
Gen Y/Millennials
(1980~1999)
35.3
%
23.7
%
11.6%
Almost half (49%) of all
Millennials were
involved in high calorie
burning activities.
Gen X (1965~1979)
35.8
%
Active to a Healthy Level
13.5%
15.9%
Boomers (1945~1964)
48% of Gen X
participated at least once
a week in an fitness
activity/sport.
The Boomer generation
was the least active in
2015, 34% reporting no
activity and only 37%
involved in high calorie
burning exercises.
29.1
%
7.7%
7.8%
33.8
%
21.6
%
*Times per year: Casual (1-50), Active (51-150), Active to Healthy Level (151+)
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8
PARTICIPATION BY GENERATION
Types of participation by generation
Activity Category Segmented by Generations
US Population, Ages 6+
When it comes to being active, the Gen Z population prefer outdoor sports (62%) and team
sports (57%), being the highest participation rate in both categories compared to other
generations. Millennials participate in more water sports and fitness sports, while Boomers
are more likely to participate in fitness sports than any other type of activity.
80%
70%
60%
50%
40%
30%
20%
10%
0%
Individual Racquet
Sports
Sports
Team
Sports
Outdoor
Sports
Winter
Sports
Water
Sports
Fitness
Sports
Gen Z (2000+)
48.2%
18.8%
58.8%
61.8%
13.1%
17.5%
50.6%
Millennials (1980-1999)
43.6%
20.2%
31.8%
57.4%
12.2%
20.3%
66.7%
Gen X (1965-1979)
36.9%
13.4%
17.9%
51.4%
7.0%
14.8%
66.2%
Boomers (1945-1964)
24.1%
7.1%
6.4%
38.6%
2.9%
9.2%
60.0%
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OVERALL INACTIVITY
LEVELS IN THE US
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10
2010 – 2015 INACTIVITY TRENDS
Overall inactivity levels in the US
Inactivity Rate vs. Total Inactives
US Population, Ages 6+
Overall inactivity had dropped in 2015, going from 82.7 million people to 81.6 million over
the last year. While these rates seem to fluctuate over the last five years, the 2014 to 2015
decrease (0.6%) is the largest drop since 2010. This showed that 1.2 million people who were
inactive in 2014, participated in a some sort of fitness activity in 2015. Although this doesn’t
make up for half of the Americans who became inactive in 2014 (2.6 million from 2013), the
1.2 million additional active people in 2015 was the most gain of active people over the last
five years.
Inactives (Millions)
100.0 M
90.0 M
80.0 M
70.0 M
60.0 M
50.0 M
40.0 M
30.0 M
20.0 M
10.0 M
0.0 M
26.8%
27.6%
28.0%
Inactivity Rate
27.6%
28.3%
27.7%
30%
25%
76.0 M
78.8 M
80.4 M
80.2 M
82.7 M
81.6 M
20%
15%
10%
5%
0%
2010
2011
2012
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2013
2014
2015
11
2010 – 2015 INACTIVITY BY AGE
Overall inactivity levels in the US
Inactivity Rates Segmented by Age
US Population, Ages 6+
While the highest rates of inactivity remain among those ages 65 and over, this percentage
decreased 0.8% since 2014. Those between the ages of 6 to 12 have the lowest rates of
inactivity, also showing a decrease of 1% since 2014. While most age groups show a slight
decrease of inactivity, those ages 45 to 54 remained flat and people between the ages of 55 to
64 had a increase of 0.4%.
2010
2011
2012
6~12
2013
2014
2015
18.5%
13~17
18.6%
18~24
24.7%
25~34
Age
24.3%
35~44
24.1%
45~54
29.7%
55~64
35.1%
65+
38.6%
0%
5%
10%
15%
2016 PHYSICAL ACTIVITY COUNCIL REPORT
20%
25%
30%
35%
40%
45%
12
2010 – 2015 INACTIVITY BY INCOME
Overall inactivity levels in the US
Inactivity Rates Segmented by Income
US Population, Ages 6+
Inactivity rates remained higher in low income households, while the lowest rate of inactivity
are within the $75 to $99.9K income bracket. This appears to be the trend over the last five
years. People in the $25 to $49K income bracket had the largest increase of inactive, jumping
0.4% since 2014, while those making less than $25K had the largest decreases (-0.3%).
2010
2011
2012
2013
2014
2015
Under $25,000
28.4%
$25,000 to
$49,999
Income
28.1%
$50,000 to
$74,999
17.3%
$75,000 to
$99,999
9.3%
$100,000+
17.0%
0%
5%
10%
2016 PHYSICAL ACTIVITY COUNCIL REPORT
15%
20%
25%
30%
35%
13
SPENDING IN FITNESS
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14
SPENDING TRENDS
Fitness and activity related spending.
Spending Over a Five Year Span
US Population, Ages 6+
Over the last three years, people are becoming more conservative with their spending. While
both show a decrease since 2013, there was well over 40% of people who purchased
sports/recreational footwear or clothing in 2015. Spending on team sports outside of school
increased 2015, while spending on team sports at school remained flat.
2013
0%
2014
10%
2015
20%
30%
40%
Sports/Recreation Footwear
44.0%
Outdoor Recreation Activities
39.5%
Sports/Recreation Equipment
34.9%
Gym Membership/Fees
29.3%
Travel To Take Part In Sports & Recreation
28.1%
Team Sports Outside School
Individual Sports Events
Lessons/Instruction/Sports Camps
Winter Sports
2016 PHYSICAL ACTIVITY COUNCIL REPORT
60%
45.3%
Sports/Recreation Clothing
Team Sports At School
50%
25.0%
20.2%
19.7%
19.3%
17.9%
15
PAY-TO-PLAY
Spending for youth school sports programs
Trends in Pay-to-Play School Programs
US Population, Ages 25+ with children ages 6~17
Over the last three years, pay-to-play school programs has seen decreases in sports fee
compared to the previous year. While this is a positive move for school sponsored team
sports, 43% of parents reported an increase from 2014 to 2015. Since 2013, 67% of parents,
on average, spend over $100 on their children's school sports fees.
% of Parents of Middle/High
School Sport Participants
Do you pay an extra fee for your
child’s school sports?
60%
2013
49.9%
2014
Has your child’s sports fee changed
this school year compared to last
school year?
2015
0%
20%
40%
60%
43.0%
Increase
40%
43.3%
Stay the same
22.6%
20%
7.1%
Decrease
0%
Yes
No
18.5%
Not sure
Not sure
15.6%
2013
2014
2015
Approximately how much do you spend for your child(ren) to play sports
at school?
0%
Less than $50
5%
10%
15%
20%
25%
30%
35%
12.4%
$50 to $99
2014
$100 to $149
$150 to $199
$200 or more
2016 PHYSICAL ACTIVITY COUNCIL REPORT
2013
19.9%
25.1%
2015
14.0%
28.5%
16
PURCHASES TO ENCOURAGE FITNESS
A look at spending on ways to track fitness
Tracking Health and Fitness Progress
In 2015, did you purchase and/or use a discounted deal for
a fitness/sport activity from an online source?
Yes- purchased and used
8.3%
Yes- purchased but did not use
1.9%
Did not purchase
89.8%
Just about 10% of active
participants purchased a discounted
fitness coupon through an online
site like Groupon or Living Social.
Of these 10%, more than 80% used
the coupon in 2015.
Do you own a wearable device for fitness tracking?
Interest in wearing technology that tracks an individual’s fitness has increased over the year.
While run of the mill pedometers and heart rate monitors have slightly gained usage, more people
are purchasing syncable technology. Many of the syncable technology include both a pedometer
and heart rate monitor as well as a way to track sleeping patterns and calories expended.
2014
2015
0%
Fitness tracker that syncs with
computer/tablet/smartphone
Pedometer
Heart Rate Monitor
20%
60%
80%
100%
8.4%
12.9%
10.0%
10.5%
3.5%
5.5%
78.1%
75.2%
None of these
Do you plan on purchasing a wearable
technology to track your physical activity in the
coming year?
Inactive
Active
Yes
3.0%
9.3%
2014
No
97.0%
90.7%
2015
40%
Yes
4.9%
12.5%
No
95.1%
87.5%
2016 PHYSICAL ACTIVITY COUNCIL REPORT
Since 2014, interest in purchasing and using
wearable technology has increased. For those
who are active, 12.5% reported wanting to
purchase a fitness tracker, up 3.2% from 9.3%
reported in 2014.
17
ASPIRATIONAL PARTICIPANTS
AND PE PARTICIPATION
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18
NON-PARTICIPANT INTEREST
Which sports interest non-participants
Participation Interests Among Non-Participants
“Aspirational” Sports Participation on Non-Participants by Age
All age groups reported a high interest in swimming for fitness. For ages 6 to 54, they report
camping and bicycling in the top three, showing that more Americans are interested in getting
outside and being in natural settings. Those aspirational participants ages 6 to 12 had more
interest in team sports, while those who are older showed more interest in fitness and outdoor
activities.
Interest
Level
1
2
3
4
5
6
7
8
9
10
Ages 6~12
Ages 13~17
Ages 18~24
Camping
Camping
Camping
Ages 25~34
Swimming For Fitness
Swimming For Fitness
Swimming For Fitness
Bicycling
Camping
Bicycling
Bicycling
Swimming For Fitness
Bicycling
Basketball
Working Out w/Machines
Hiking
Hiking
Running/Jogging
Soccer
Running/Jogging
Hiking
Backpacking
Working Out w/Weights
Running/Jogging
Canoeing
Fishing
Fishing
Running/Jogging
Backpacking
Football
Working Out w/Weights
Martial Arts
Working Out w/ Machines
Swimming on a Team
Shooting
Working Out w/Machines
Working Out w/Weights
Hiking
Martial Arts
Climbing
Kayaking
Interest
Level
1
2
3
4
5
6
7
8
9
10
Ages 35~44
Ages 45~54
Ages 55~64
Camping
Camping
Bicycling
Birdwatch/Wildlife Viewing
Swimming For Fitness
Swimming For Fitness
Swimming For Fitness
Swimming For Fitness
Bicycling
Bicycling
Camping
Working Out w/Machines
Hiking
Hiking
Birdwatch/Wildlife Viewing
Fishing
Working Out w/Weights
Working out w/Machines
Working Out w/Machines
Fishing
Hiking
Fishing
Hiking
Bicycling
Running/Jogging
Birdwatch/Wildlife Viewing
Working Out w/Machines
Fitness Classes
Fishing
Canoeing
Working Out w/Weights
Working Out w/Weights
Canoeing
Working Out w/Weights
Canoeing
Camping
Backpacking
Backpacking
Fitness Classes
Canoeing
2016 PHYSICAL ACTIVITY COUNCIL REPORT
Ages 65+
19
NON-PARTICIPANT INTEREST
What would help get non-participants involved
Ways to Get a Non-participants Involved in Activities
“Aspirational” Sports Participation by Age
Over the last two years, the aspirational participant reports that having someone to take part
in an activity with would be the big push to get them involved. Having a friend take them
along to a fitness activity was also mentioned. These two reasons show that people not only
prefer to workout or participate in sports with friends, it is a driving force to get them out
more and experience different ways to be physically active.
2014
2015
0%
10%
20%
30%
40%
32.9%
31.8%
Having a friend take me along
More vacation time
Fewer work commitments
Having an introductory lesson or outing
Fewer family commitments
Having a friend instruct me
Having a tax break on equipment, membership, fees
and insturction
Availability of better multi-use trails and sidewalks in my
neighborhood
New equipment
Having the activity sponsored by my employer
Something else
2016 PHYSICAL ACTIVITY COUNCIL REPORT
60%
48.1%
42.9%
Having someone to take part with
Being in better health
50%
25.1%
24.9%
19.3%
20.1%
18.8%
18.6%
18.5%
17.3%
16.3%
16.6%
14.8%
13.7%
12.6%
11.6%
12.4%
11.7%
11.8%
11.7%
7.8%
7.7%
17.1%
17.3%
20
THE PE PATHWAY
How youth are engaged in physical activities
The Effect of PE on Physical Activities During School Years
US Participants, Ages 18+ asked about PE during school years
Participation in physical exercise during school had a extreme impact on participation in
other activities. This shows that participants ages 18+ who had PE while in grade school and
high school, were two to three times more likely to also engage in team sports, outdoor
activities, cycling, or running/jogging and other activities during that same time. Almost half
said that team sports was an additional activity. While those who did not have PE, only 15%
also participated in team sports, outdoor activities, or cycling.
PE at School (all ages)
0%
10%
20%
60%
43.6%
39.8%
14.9%
31.9%
Running/Jogging
11.8%
22.6%
Swimming for Fitness
9.1%
21.2%
Water Sports
Fitness/Health Club Based Activities
50%
14.8%
Cycling
Golf
40%
15.4%
Outdoor Activities
Racquet Sports
30%
48.3%
Team Sports
Winter Sports
No PE at School
9.0%
19.5%
7.7%
12.8%
5.5%
10.3%
5.8%
10.0%
4.5%
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21
THE PE PATHWAY
How adults who had PE are engaged in physical activities
The Effect of PE on Physical Activities During Adult Years
US Participants, Ages 18+ asked about PE during school years
When it comes to the influence of PE on sport/activity participation in adulthood, the effects
are amazing. Of adults ages 18 and over who reported having PE in school, 80% said they
were active in 2015 and 39% were active to a healthy level (151+ times a year). While those
who didn’t have PE, only 61% reported activity and less than a quarter participated 151 times
or more in 2015.
No PE at School
PE at School
90%
80.3%
80%
70%
60.9%
60%
50%
40%
39.4%
39.1%
30%
20%
23.5%
19.7%
10%
0%
Inactive
2016 PHYSICAL ACTIVITY COUNCIL REPORT
Active
Active to a healthy level
22
APPENDIX
List of sports/activities in grouped category
Fitness Activities:
Aerobics (High Impact/Intensity & Training), Dance, Step and Other
Choreographed Exercise to Music, Cardio Kickboxing, Cardio Cross Trainer, Elliptical Motion
Trainer, Row Machine, Stationary Cycling (Group, Recumbent, Upright), Stair-Climbing Machine,
Treadmill, Aquatic Exercise, Boot-Camp Style Training, Calisthenics, Cross-Training Style Workouts,
Barre, Pilates Training, Stretching, Tai Chi, Yoga, Abdominal Machine/Device, Free Weights
(Barbells, Dumbbells, Hand Weights), Kettlebells, Weight/Resistance Machines, Running/Jogging,
Swimming for Fitness, and Walking for Fitness.
Individual Sports: Triathlon (Traditional/Road, Non-Traditional/Off-Road), Adventure Racing,
Golf, Boxing (Fitness, Competition), Martial Arts, MMA (Fitness, Competition), Other Combat
Training, Bowling, Ice Skating, Roller Skating (2x2 Wheels, In-Line), Skateboarding, Archery,
Shooting (Sports Clays, Trap/Skeet), Target Shooting (Rifle, Handgun), and Trail Running.
Outdoor Sports: Adventure Racing, Backpacking Overnight (more than a ¼ mile from
home/vehicle), Bicycling (Road/Paved Surface, Mountain/Non-Paved Surface, BMX), Birdwatching
(excursion more than ¼ mile from home/vehicle), Boardsailing/Windsurfing, Camping (within ¼ mile
from home/vehicle), Camping (RV), Canoeing, Climbing (Sport/Indoor/Boulder,
Traditional/Ice/Mountaineering), Fishing (Fly, Saltwater, Freshwater/Other), Hiking (Day), Hunting
(Rifle, Shotgun, Handgun, Bow), Kayaking (White Water, Sea/Touring, Recreational), Rafting,
Running/Jogging, Sailing, Scuba Diving, Skateboarding, Skiing (Cross-Country, Alpine/Downhill,
Freestyle), Snorkeling, Snowboarding, Snowshoeing, Stand-Up Paddling, Surfing, Telemark
(Downhill), Trail Running, Triathlon (Traditional/Road, Non-Traditional/Off-Road),Wakeboarding,
and Wildlife Viewing (excursion more than ¼ mile from home/vehicle).
Racquet Sports: Badminton, Cardio Tennis, Pickleball, Racquetball, Squash, Tennis, and Table
Tennis.
Team Sports: Ultimate Frisbee, Gymnastics, Baseball, Basketball, Cheerleading, Ice Hockey, Field
Hockey, Football (Flag, Tackle, Touch), Lacrosse, Paintball, Rugby, Soccer (Indoor, Outdoor),
Softball (Fast-Pitch, Slow-Pitch), Track and Field, Volleyball (Court, Grass, Sand/Beach), Wrestling,
Roller Hockey, and Swimming on a Team.
Water Sports: Boardsailing/Windsurfing, Canoeing, Kayaking (White Water, Sea/Touring,
Recreational), Jet Skiing, Rafting, Sailing, Scuba Diving, Snorkeling, Stand-Up Paddling, Surfing,
Wakeboarding, and Water Skiing.
Winter Sports: Skiing (Cross-Country, Alpine/Downhill, Freeski/Freestyle), Sledding/Saucer
Riding/Snow Tubing, Snowboarding, Snowshoeing, Telemark (Downhill).
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ABOUT US
Sports Marketing Surveys USA and the Physical Activity Council
Sports Marketing Surveys USA
Sports Marketing Surveys (SMS) USA is a full service marketing research company with its roots firmly
planted in sports participation, consumer quantitative and qualitative research, dealer studies, and much
more all related to sports. Since 1985, SMS has been providing, data, insight and analysis to help drive
strategic decision making.
Physical Activity Council
Each year, the Physical Activity Council (PAC) conducts the largest single-source research study of sports,
recreation and leisure activity participation in the nation. The PAC is made up of eight of the leading sports
and manufacturer associations that are dedicated to growing participation in their respective sports and
activities.
The PAC is made up of the following trade and industry associations:

International Health, Racquet and Sportsclub Association (IHRSA)

National Golf Foundation (NGF)

Outdoor Industry Association and Outdoor Foundation (OIA) and (OF)

Snowsports Industry of America (SIA)

Sport & Fitness Industry Association (SFIA)

Tennis Industry Association (TIA) and United States Tennis Association (USTA)

USA Football
These leading trade and industry organizations are dedicated to providing the most comprehensive,
accurate, and actionable database of sports participation data. The respondents come from a panel of over
one million Americans and are managed by IPSOS/Synovate. The study looks at 120 different sports and
activities in a variety of sub categories including but not limited to: team and individual sports, outdoor
sports and activities like camping, hunting, and fishing; fitness and exercise, action sports, golf, tennis, and
much more.
The data, dating back as far as as 2000, is representative of the US population ages six and older.
Universally accepted research practices are used to ensure data is obtained from traditionally under
responding segments of the population. Please contact any of the individual members of the PAC or Sports
Marketing Surveys to learn more about the study and other available data.
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Disclaimer
While proper due care and diligence has been taken in the preparation of this document, the Physical
Activity Council cannot guarantee the accuracy of the information and does not accept any liability for
any loss or damage caused as a result of using information or recommendations contained within this
document.
© 2016 Physical Activity Council
No part of the report may be reproduced or transmitted in any form or by any means, including
photocopying, without the written permission of the Physical Activity Council, any application for
which should be addressed to the Physical Activity Council. Written permission must also be obtained
before any part of the report is stored in a retrieval system of any nature. Contact Sports Marketing
Surveys USA at (561) 427-0647 or [email protected].
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The 2016 Participation Report is
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