It’s not a secret. The running industry and the organization of cycling, triathlon and ultras events has been in constant growth for years (although with a temporary suspension due to the pandemic that seriously affected companies in the field). The recovery of this industry continues as more and more people are interested in improving their health and physical condition, due to the COVID-19 phenomenon, which is being reflected in healthy lifestyles or greater interest in this in some segments of the population. .
However, with the increasing competition in the market, it is important that event organizers and brands associated with runners, cyclists and triathletes stand out in order to attract new customers and keep current ones. For this reason, I want to start by analyzing what I consider to be the motivators of the people who make them participate in these competitions. And I comment on them from the perspective of one more participant and also as a “mental coach” of various participants in these events.
The first thing is the personal challenge. Many people see running a marathon or participating in a triathlon as a challenge to push their own physical limits or to prove to themselves that they are capable of achieving a difficult goal. there is also the health improvement: These events can be an effective way to improve physical and mental health. Through the preparation, people can improve their endurance, muscle strength, flexibility and general well-being. Something that is more appreciated after the pandemic.
This next point is important for sports marketers: the sense of achievement: Finishing a marathon, a Gran Fondo, a challenge, is a great achievement and can provide a great sense of self-actualization to people (the top of Maslow’s pyramid). Also, although to a lesser extent, these events serve to overcome a significant loss or event in a person’s life, which generates an important emotional connection that must also be considered.
I find other motivators of a social nature such as solidarity and support: Many people run or participate to support a charitable cause or to stand in solidarity with a community or group. And it can be a way to participate in a social event and share a unique experience with other people.
With such powerful motivators, it is a fact that we can think that this industry has a lot to offer its consumers in 2023. What is expected in this regard for the year that has just begun?
- Rise in popularity of trail running races. Due to the healthy distance measures, many people opted for open places, forests or trails outside urban areas, which increased the taste for this modality.
- More use of connectivity and tracking: Watches and training devices have become increasingly powerful and with more features, technology must enable and help improve experiences.
- Greater emphasis on health and wellness: Participants are increasingly aware and want to connect with other peers. These events can be the connectors and generators of virtual or physical communities.
- sustainability: The importance of caring for the environment and that the competitions are sustainable are differentiators that are appreciated and in which the community wishes to participate.
- technology in the team: Equipment brands (from sneakers to bicycles to trisuits) are investing more and more in technology for their products, from cushioning to adaptability, and above all, greater customization. Here we go to topics of aerodynamics, lighter materials and many additional innovations..
- Rising popularity of triathlon and ultra-distance competitions: The long-distance triathlon that includes competitions such as the Ironman, the Great Cycling Funds, the relay competitions, the Non-Stop, are the next step for those who have already completed a marathon. Therefore, mobility between these events will be accentuated.
- Specialization in nutrition and hydration: athletes, triathletes and ultra athletes are increasingly aware of the importance of adequate nutrition and good hydration for their performance and general well-being, so services in this regard, plus the correct implementation of supply stations are very well valued by the participants.
- Recovery and physiotherapy: The importance of recovery and therapy to prevent injuries and improve performance complements the previous point. Professional services in this sense and that the organizers can provide them within their competences is also something that is considered of added value.
- Education and formation: With all this going on, more people are interested in learning about training and proper techniques, or getting trained to provide training services. The opportunity to generate certifications, courses, diplomas or offer training services become an important part of the ecosystem.
- Greater diversity in participants: More and more people of different ages, genders and abilities are expected to participate in these kinds of events, reflecting greater inclusion and diversity and organizers have to be prepared to receive them.
- Increased popularity of adventure cycling and cycle touring: The organization of long bicycle trips through natural territories has been gaining popularity in recent years because cyclists are looking for new challenges and driven by intense content delivery in this regard on platforms such as Netflix, Primer Video, YouTube or Vimeo .
As we can analyze, there are many opportunities in development for this other part of the sports industry. As we have discussed earlier in this column, in the end, a lot depends on how each organization or brand interprets and executes. There is the key. And yes, a good start is to understand why people want to participate and in which areas we have opportunities.
P.S. On May 28th I will be doing the cycling RideLondon in London, England. And at the end of September, on the 24th, I will be crossing the finish line of the Berlin marathon. So be it.