Today s Agenda. Health Benefits of Team Sports

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Angelina Smith
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1 Webinar, October, 21

2 Today s Agenda Team Sports Participation Trends Gender and Venues Filling the Team Sports Participation Funnel PE and Team Sports Participation The Leaky Bucket Health Benefits of Team Sports 5-year Team Participation Projections Conclusions Q & A

Methodology 21 SGMA Sports Participation Study During January 21/early February 21 a total of 4,141 online interviews were carried out with a nationwide sample of individuals and households from the

3 Methodology 21 SGMA Sports Participation Study During January 21/early February 21 a total of 4,141 online interviews were carried out with a nationwide sample of individuals and households from the US Online Panel operated by Synovate. A total of 15,67 individual and 25,74 household surveys were completed. The total panel has over 1 million members and is maintained to be representative of the US population. Over sampling of ethnic groups took place to boost response from typically under responding groups. A weighting technique was used to balance the data to reflect the total US population aged 6 and above. The following variables were used: gender, age, income, household size, region, and population density. The total population figure used was 281,658, people aged 6 and above.

5 5 Team Sports Core Participants in thousands Definition year change Baseball 13+ times 11,565 1,166 9, % Basketball 13+ times 18,5 17,672 16, % Cheerleading 26+ times 2,135 1,746 1, % Field Hockey 8+ times % Football (Flag) 13+ times 3,39 3,2-9.3% Football (Touch) 13+ times 4,294 3, % Football (Tackle) 26+ times 4,239 4,221 3, % Gymnastics 5+ times 1,84 1,54 1, % Ice Hockey 13+ times 1,282 1,14 1, % Lacrosse 13+ times % Paintball 8+ times 2,281 1,929 1, % Roller Hockey 13+ times % Rugby 8+ times % Soccer (Indoor) 13+ times 2,371 2,638 2, % Soccer (Outdoor) 26+ times 6,366 6,481 6, % Softball (Fast Pitch) 26+ times 1,332 1,22 1,4 14.8% Softball (Slow-Pitch) 13+ times 6,7 5,96 5, % Track and Field 26+ times 2,714 2,312 2, % Ultimate Frisbee 13+ times 1,318 1,359 1, % Volleyball (Beach) 13+ times 1,33 1,8 1, % Volleyball (Court) 13+ times 4,56 4,699 3, % Volleyball (Grass) 13+ times 1,66 1,246 1, % Wrestling 26+ times 1,458 1,481 1, %

6 % of Age Group Participating 3% Total Participation by Age 25% 2% 15% 1% Baseball Basketball Football (Flag) Football (Tackle) Soccer (Outdoor) Volleyball (Court) 5% % Age

7 s Team Sports Participation Trends Core Level Ages Baseball Basketball Football (Flag) Football (Tackle) Soccer (Outdoor) Volleyball (Court) Lacrosse Ice Hockey Softball (Fast Pitch) 27 6~ ~ ~14 Softball (Slow Pitch)

8 s Team Sports Participation Trends Core Level Ages Baseball Basketball Football (Flag) Football (Tackle) Soccer (Outdoor) Volleyball (Court) 1 Lacrosse 5 Ice Hockey Softball (Fast Pitch) 27 High school 15~18 28 High school 15~18 29 High school 15~18 Softball (Slow Pitch)

9 s s Gender Core Participation 6-18 year olds O s s Volleyball (Court) 27 Volleyball (Court) 28 Volleyball (Court) 29 Female Male Soccer (Outdoor) 27 Soccer (Outdoor) 28 Soccer (Outdoor) 29 Female Male Female Male Female Male Basketball 27 Basketball 28 Basketball 29 Football (Flag) 27 Football (Flag) 28 Football (Flag) 29

10 s.s Cumulative Team Sports Participation for Spring/Summer Sports All Participants Spring/Summer Spring/Summer Core Participants Spring/Summer Spring/Summer

11 s s Cumulative Team Sports Participation for Fall/Winter Sports All Participants Fall/Winter Fall/Winter Core Participants Fall/Winter Fall/Winter

12 The Physics of Team Sports Participation Pathways into the Funnel The Team Sports Pipeline The Leaky Bucket

13 Organized v Casual 6-18 years old Core Participation Basketball Tackle Football Age 15~18 5 Age 6~14 Age 15~18 Age 6~14

14 Organized v Casual 6-18 year olds Core Participation Baseball Age 15~18 Age 6~ Flag Football Age 15~18 Age 6~14

15 Organized v Casual 6-18 year olds Core Participation Soccer Age 15~18 5 Age 6~14 Volleyball Age 15~18 Age 6~14

16 s s s s The League and School Play Pathway Core Participation Baseball Basketball Age School Age League Age 6-14 School Age 6-14 League Age School Age League Age 6-14 School Age 6-14 League Football (Tackle) Soccer Age School Age League Age 6-14 School Age 6-14 League Age School Age League Age 6-14 School Age 6-14 League

17 s s The League and School Play Pathway Core Participation Football (Flag) Volleyball Age School Age League Age 6-14 School Age 6-14 League Age School Age League Age 6-14 School Age 6-14 League

18 PE is a Pathway to Participation They Are 3-4 Times More Likely To Participate In Other Activities During Their School Years % of Americans who participate in various activities during school years Team Sports at school Outdoor activities Cycling Running/jogging 16.4% 15.2% 15.2% 11.9% 36.8% 53.2% 5.5% 46.3% 3. x s 3.1 x s 3.2 x s 3.3 x s Water sports 6.5% 27.1% 4.2 x s Swimming fitness/competition 1.4% 26.2% 2.5 x s Winter sports 6.% 23.% 3.8 x s Racquet sports Fitness/health club activities Golf 3.8% 4.1% 3.1% 11.5% 11.1% 16.3% 2.8 x s 3.6 x s 4.3 x s PE at school No PE at school

19 Overall Trends Team Sports Participation Casual Team Sports Play is a diminishing pathway to participation. Organized team sports generally performing better than casual team sports participation. Some good increases in smaller niche sports like Lacrosse and Ice Hockey and yes Mike May Rugby Team Sports participants ages are maintaining their levels of participation while their younger counterparts are participating at lower rates. Despite what some may think: Flat isn t the new up Flat = decreasing participation rate

The Leaky Bucket of Sports Participation Understanding the elements of participation change is critical to implementing the right strategy: New players Lost Players Continuing players The

20 The Leaky Bucket of Sports Participation Understanding the elements of participation change is critical to implementing the right strategy: New players Lost Players Continuing players The message for everyone involved is clear: you need to track people coming in, staying in and going out If you can plug the bucket all stakeholders stand a better chance of growing the sport.

21 s 2, Baseball - Leaky Bucket 15, 15,2 13,837 1, 5, 2,651 Churn 26% -5, -3,834 Total 28 New/Returning Lost (calc) Total 29

22 Leaky Bucket Core Level Participation for Team Sports Churn Rate - Core Participants Churn Rate New/Return % Lacrosse -9.2% 28.5% Soccer (Outdoor) -17.2% 15.1% Basketball -19.8% 12.9% Baseball -21.5% 14.1% Football (Flag) -19.6% 1.3% Football (Tackle) -29.4% 16.6% Softball (Slow Pitch) -26.6% 13.6% Volleyball (Court) -31.6% 16.5%

23 s 16, 14, 12, 1, 8, Soccer Outdoor - Leaky Bucket 14,223 13,691 6, 4, 2, -2, -4, 2,897 2% Acquisition 24% Churn -3,429-6, Total 28 New/Returning Lost (calc) Total 29

24 Millions Reducing Churn for Soccer from 24% to 12% 2 15 Churn Rate 24% Churn Rate 12% TOTAL Assume 2.9 million new participants each year NEW LOST

25 Fitness Self Assessment Running/jogging Fitness/health club activities Winter sports Racquet sports Golf Water sports Team Sports at school Outdoor activities Swimming fitness/competition Age 25+ Age 6-18 Cycling PE at school All Americans None Fitness Self-Assessment Out of 1

26 s s Team Sports 5-Year Forecasts 2, 1,5 1, 5 Lacrosse Lacrosse Prizm Factor - 18, 16, 14, 12, 1, 8, 6, 4, 2, - Baseball Baseball Prizm Factor

27 s s 5- Year Population Adjusted Forecasts 9, 8, 7, 6, 5, 4, 3, 2, 1, - Football (Tackle) Football (Tackle) Prizm Factor Soccer (Outdoor) Soccer (Outdoor) Prizm Factor

28 s s 5-Year Population Adjusted Forecasts 3, 25, 2, 15, 1, 5, Basketball Basketball Prizm Factor Volleyball (Court) Volleyball (Court) Prizm Factor

29 Conclusions and Parting Thoughts Team sports participation is being driven by 4 pathways including Rec Sports, Casual Play, Parent s and PE in School. If any one of these pipelines are pressured or choked then many of these sports will experience a decline in participation. Keep the pathways clear. Casual play has been contracting. Team sports participation is stable for the most part among the high school age participants. There is a diminishing participation situation occurring among younger participants which could lead to less people in the pipeline. In the long run this might prove to be troublesome as it may affect all aspects of the team sports participation pipeline. Also, given the growth in population, Flat is not the New UP! Reverse the trends that are occurring from the Leaky Bucket. This is a goal that can be within reach, less cost intensive and also measurable for the industry. PE in school is a clear pathway to team sports participation. In fact, people that partake in PE at school are 3 times more likely to play team sports throughout their lives. This just does not apply to team sports but just about every sport and activity that we measure. You don t have to be a runner, swimmer or cardio fitness addict to feel physically fit and happy about your level of fitness. This is something the entire industry can get out there and promote.

discussions on new CA Chemical Regulations, CPSC clarifications on which sporting goods are considered to be a child s

POST Election Conference Call Wednesday, November 1 at 2:PM EST Topics of discussion on this Conference Call will center

30 Additional SGMA Events SGMA Legal Task Force Conference Call Thursday, October 21 at 1:PM EST The Conference Call s agenda will include discussions on new CA Chemical Regulations, CPSC clarifications on which sporting goods are considered to be a child s product, and other industry related legal issues. POST Election Conference Call Wednesday, November 1 at 2:PM EST Topics of discussion on this Conference Call will center around what the newly elected 112 th Congress will mean for the industry in terms of challenges and opportunities. SGMA s National Health Through Fitness Day March 1-2, Come join the SGMA, industry peers, and celebrity athletes this March 211 in Washington, DC and Get America Moving!

31 Contact INFO Tom Cove Neil Schwartz Lauren Wallace Jonathan Michaels

SGMA Research, powered by Sports Marketing Surveys is the sole provider of marketing research and analysis for the Sporting Goods Manufacturers Association,

This partnership places SMS at the forefront when it comes to marketing research for all things sport, sports participation and current trends in sports.

32 SGMA Research, powered by Sports Marketing Surveys is the sole provider of marketing research and analysis for the Sporting Goods Manufacturers Association, (SGMA). This partnership places SMS at the forefront when it comes to marketing research for all things sport, sports participation and current trends in sports. Sports Marketing Surveys has been in business since 1985, providing quantitative and qualitative marketing research and information for many of the leading manufacturers and organizations throughout the industry. Quantitative and Qualitative Consumer Research Dealer Studies Market Trend Analysis Sponsorship Evaluation

The Outdoor Foundation 4909 Pearl East Circle, Suite 200, Boulder, CO

Outdoor Recreation Participation 2009 Topline Report The Outdoor Foundation 4909 Pearl East Circle, Suite 200, Boulder, CO 80301 303.444.3353 www.outdoorfoundation.org Methodology During January 2009/early