Presentation — PDF - American Sports Builders Association

The American Sports Scene – What Sports Are Being Played &
Where’s the Money Being Spent?
Mike May – SFIA
Today’s Presentation
1. Industry Performance Overview
2. Sports and Fitness Participation Trends
3. Industry Outlook – What to Keep an Eye On
4. Looming Concerns
4
Sporting Goods Industry Performance
Versus Real GDP
(Consumer Durable/Non-Durable Goods/Percent Change)
8
6.8
6.9
5.8
6
3.6
4.2
2.7
4
3.7
2.2
2
2
3.7
3.1
4.2
3.1
2.9
2.5
2
1.6
1.6
0.4
0.3
0
1996
-2
0.8
3.53
3
2.8
1998
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
-0.5
-2.4
-3.2
-4
-4.3
-6
GDP (durable goods)
Sporting Goods Industry
5
Industry Growth - 2010/2011
Millions of Wholesale Dollars, US Only
2010
2011
Change
20,370
20,842
2.3%
Total Exercise
Equipment
4,344
4,490
3.4%
Sports Apparel
29,581
31,379
6.1%
Athletic Footwear
12,608
12,898*
2.3%
Total Equipment,
Apparel and
Footwear*
74,195
76,495
3.1%
Total Sports
Equipment
*including licensed products
Source: SGMA Research powered by Sports Marketing Surveys
* Additional industry information is being gathered
6
Sports Participation Top Ten Growth, 2010-2011
SPORT
1. Stationary Cycling (Group)
2. Gymnastics
3. Stand Up Paddling
4. Elliptical Motion Trainer
5. Aerobics (High Impact)
6. Trail Running
6. Squash
8. Running/Jogging
9. Ultimate Frisbee
10. Triathlon (Traditional/Road)
by Percentage Growth
Source: SGMA Research powered by Sports Marketing Surveys
7
Sports Participation Top Ten Growth
2009/2010 vs. 2010/2011
2009/2010
2010/2011
1. Triathlon (Traditional/Road)
1. Stationary Cycling (Group)
2. Boxing
2. Gymnastics
3. Rugby
3. Stand Up Paddling
4. Boardsailing/Windsurfing
4. Elliptical Motion Trainer
5. Triathlon (Non-Traditional/Off Road)
5. Aerobics (High Impact)
6. Lacrosse
6. Trail Running
7. Kayaking (White Water)
6. Squash
8. Squash
8. Running/Jogging
9. Bicycling (BMX)
9. Ultimate Frisbee
10. Stationary Cycling (Group)
10. Triathlon (Traditional/Road)
by Percentage Growth
Source: SGMA Research powered by Sports Marketing Surveys
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Participation over a Lifetime
80%
Individual Sports
70%
Elem
School
Mid
Sch.
High
Sch.
College
Team Sports
Young
Family
Outdoor Sports
School
Age Children
Fitness Sports
Older
Children
to Empty Nesters
Retirement
60%
50%
40%
30%
20%
10%
0%
6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68
Source: Physical Activity Council 2012
9
A 20-year rise in obesity
10
Source: Physical Activity Council 2012
11
Industry
Outlook
12
Direct to Consumer:
adidas
• 2401 concepts stores in 2011 (increase of 6%)
– 1804 Adidas stores
– 597 Reebok branded
• Currency-neutral retail sales increased 20%
• Retail sales rose 17%
– Wholesale 67%
– Retail 21 %
– Other Business 12%
Source: Adidas Group Annual Report 2011
13
Direct to Consumer:
New Balance
14
Direct to Consumer:
Nike Fuelband
• Only sold on Nike.com and at Nike stores
(Niketown, Nike outlets, 21 Mercer, etc)
15
E-Commerce: A Changing Market
• Consumers are using Tablets and Smartphones to:
• Access promotional coupons through
scanning QR Codes
• Research Products
• Compare Product Prices
• Make Purchases
• If you’re not mobile, you won’t
be competitive
Data Source: ABI Research
16
Fitness: Strong and Sustainable
17
Fitness: Strong and Sustainable
• Zumba classes are offered in 125 different
countries in 110,000 locations
• Stationary (Group) Cycling – One of
America’s Top Growth Activities
• Treadmills & Running
• Yoga
18
Team Sports: Clouds on the Horizon
19
THURSDAY, APRIL 5, 2012
20
Core Participation Rate by Sport
Source: Physical Activity Council 2012
21
Participation by Age - 000s
1,400
# of Age Group Participating 000s
1,200
1,000
Baseball
800
Basketball
Soccer (Outdoor)
600
Tennis
Football (Tackle)
400
Volleyball (Court)
200
0
6
7
8
9
10
11
12
13
14
15
16
17
Age
22
3 School Budget Stories in 4 Days – April 2012
School District Lives On,
but So Do Its Struggles
23
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