USA Cycling State of the Sport. Steve Johnson, President & CEO Local Association Summit Nov 3-4, 2012 Colorado Springs, CO

Transcription

1 USA Cycling State of the Sport Steve Johnson, President & CEO Local Association Summit Nov 3-4, 2012 Colorado Springs, CO

2 Vision The Vision of USA Cycling is: to make the United States of America the most successful country in the world of competitive cycling

3 Mission The Mission of USA Cycling is: to achieve sustained success in international cycling competition; and to grow competitive cycling in America

4 License Trends 80,000 Licenses 70,000 4,689 4,670 4,458 BMX 60,000 50,000 40,000 30,000 20,000 1,052 14,166 1,296 12,455 2,459 11,385 30,333 3,114 11,350 36,021 4,273 4,193 4,016 11,540 11,988 12,086 39,693 40,625 41,821 4,448 12,194 45,563 15,075 13,104 14,117 48,714 48,711 50,523 USPRO International Collegiate Mountain Road 10,000 17,611 21, *

5 License Trends 60,000 Licenses 50,000 40,000 30,000 20,000 Road Mountain Collegiate International USPRO BMX 10, *

6 License Trends 60,000 Road 50,000 40,000 30,000 20,000 10, *

7 License Trends 16,000 Mountain 14,000 12,000 10,000 8,000 6,000 4,000

8 License Trends Collegiate 6,000 5,000 4,000 3,000 2,000 1, *

9 License Trends USPRO *

10 License Trends Junior Riders BMX International Collegiate Mountain Road *

11 Racing Trends 700,000 Racing Days 600, , , , ,000 Road Mountain Cyclo-cross Collegiate Track 100,

12 Racing Trends Road 370, , , , , , , , , , ,

13 Racing Trends Mountain 105, ,000 95,000 90,000 85,000 80,000 75,

14 Racing Trends 120,000 Cyclo-cross 100,000 80,000 60,000 40,000 20,

15 Racing Trends Track 18,000 16,000 14,000 12,000 10,000 8,000 6,

16 Racing Trends Collegiate

17 Racing Trends Track 3% 2011 Collegiate 4% Cyclo-cross 17% Mountain 17% Road 59%

18 MEMBER DEMOGRAPHICS

19 Overall Membership

20 Overall Membership

21 Overall Membership

22 Overall Membership

23 Overall Membership

24 Overall Membership

25 Overall Membership

26 Overall Membership

27 Overall Membership

28 Overall Membership

29 Overall Membership

30 Overall Membership

31 Overall Membership

32 Overall Membership

33 Overall Membership

34 Overall Membership

35 Participant Members

36 Participant Members

37 Participant Members Event types attended (N =3478) Mean SD Competitive Road Mountain Cyclo-cross Track BMX Non-Competitive Road Mountain Cyclo-cross Track BMX

38 Participant Members

39 Participant Members Reported Distances (miles) Mean SD Average Race travel distance Farthest Race travel distance Closest Race travel distance Event Spending Category Median Expenditures Lower Bound Mean Upper Bound Mean Entry fees $300-$399 $384 $483 Food $200-$299 $308 $407 Gas $200-$299 $405 $504 Lodging $100-$199 $337 $436 Air Travel Less than $100 $155 $254 Rent Car Less than $100 $51 $150 Bike Ship Less than $100 $48 $147 Other Less than $100 $22 $121

40 Overview Summary Age is still bimodal, Gender is stable Median Income exceeds $100k 90% of members have attended some college % of retiree members increasing Home ownership recovering Members are often lone cyclist in family (46%) Most event spending looks like local racing

41 New Members Who are they? How do they differ from other existing members?

42 New Members

43 New Members Gender similar to overall members Larger proportions of new Senior and Junior members

44 New Members Importance Rank Access Social Fan Info Benefits Total 1 (Highest rank) 83.0% 6.4% 2.0% 4.9% 3.8% 100.0% 2 8.8% 33.7% 9.1% 32.5% 15.9% 100.0% 3 2.7% 17.9% 26.7% 29.5% 23.2% 100.0% 4 2.3% 18.6% 31.9% 24.3% 22.9% 100.0% 5 (Lowest rank) 3.1% 23.5% 30.3% 8.9% 34.1% 100.0% Average Rank

45 New Members

46 New Members

47 New Members Summary New members are concerned primarily with the following: o o o o o Access to nearby events where category is offered Tracking their results and rankings to set and meet personal goals Lodging discounts Cycling clothing discounts Being able to connect socially with other cyclists

48 Non-Renewing Members What are the reasons for not renewing? How are they different from members that do renew?

49 Non-renewing Members Membership length at non-renewal 60% % of Respondents 50% 40% 30% 20% 10% 0% Women Men Years

50 Non-Renewing Members

51 Customer Experience % of respondents (Who didn't get all the races they wanted) 80% 70% 60% 50% 40% 30% 20% 10% 0% Reasons why members couldn't compete as much as they wanted C MW NE SE W Overall Reasons

52 Non-renewing Members 60.0% Event Particiation Constraints TooFar 50.0% Travel Costs HighFees 40.0% Not able to compete in Cats offered NoCatOffered 30.0% TooEarlyLate 20.0% RacesTooShort FullRaces 10.0% TooDanger TooDifficult 0.0% All Non-renew Part 1AndDone Overall Other Constraint

53 MEMBER EXPERIENCES

54 The Experience Economy The most important things in most people s lives are not things, they are experiences; Staging an experience is not just about entertaining customers; it is about engaging them; Companies should charge for value they add, not the costs they incur; Customers don t want to have to make a choice, they want exactly what they want From Pine & Gilmore, The Experience Economy, Harvard Business School Press, 1999

55 The Member Experience

56 Member Experiences Differentiated Stage Experiences Deliver Services Make Goods Undifferentiated Extract Commodities Market Premium Adapted from Pine & Gilmore, The Experience Economy, Harvard Business School Press, 1999

57 We Provide Unique Experiences In order to differentiate our product from that of our competitors, USA Cycling must focus on the customer experience!

58 We Provide Unique Experiences

59 The Bike Racing Customer Experience USA Cycling Coaches Officials Race Directors Racers

60 The Bike Racing Experience USA Cycling Local Associations Officials Racers Race Directors

61 The Bike Racing Experience USA Cycling Local Associations Race Experience Race Directors Officials

62 Customer Experience 80% Notable Negative Member Experiences 70% 60% % of respondents 50% 40% 30% 20% 10% C MW NE SE W Overall 0% NO Negative Experiences NegativeOther (Open response) Crash or accident Conflict with official Negatives Conflict with fellow participant Unexpected cost or fees (event) Violated a rule I had no knowledge of

63 Enhancing the Customer Experience State-of-the Art Registration o o o o o Online, one click Race-day solution Smart-phone apps Electronic signatures Series waivers Professional Coaches Association Professional Officials Association Professional Race Directors Association

64 My First Bike Race

65 Improve First time (Cat 5) Experience Current model is o o o Trial and error Repetition Survival of the fittest

66 Improving the First time Experience Teach skills and safety to new racers Put new racers of separate courses Increase opportunities for coaches Reduce churn of racers helps to keep racers in sport, promoters benefit

67 Racing Skills Education Certify Curriculum: Training Race Format, Skills Clinics, Camps, Seminars, etc. o Possibilities: Classroom type session: Learning course features, racing lines, braking points, entry/exit turn-in points and SAFETY. Parking lot skills/drills: Cornering drills, hazard avoidance, bumping drills, emergency braking, etc. Race Course walk trough's: instructor pointing out hazards and a observation of a race. Training Race completion: They will get to race in the race, but are clearly on probation. Post Race Debriefings: What went right, wrong, etc.

68 Benefits Athletes Learn: Coaches are reliable resources for cycling, training and racing knowledge. Creates skilled and knowledgeable riders Clearly Defines Goals: Riders first goal should and will be to become Real Racers. Creates Instant friends and support group at races. Aligns the USAC Coaches Program stated goals with USA Cycling stated goals by creating opportunities for Coaches while enhancing The Customer Experience and increasing rider retention.

69 Needs Rule Change: Skill Demonstration must be mandated by USA Cycling as a prerequisite to upgrading Promoters and/or Coaches to provide Category 5 Training Races, Camps, Clinics and the like More Skills Certified COACHES providing a consistent curriculum at clinics, camps, etc.

70 Challenges for the future Introductory racing experience Growth of women s racing Local-market, anti-competitive trade practices Anti-doping, USADA & the UCI

71 THANK YOU!