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SFIA Research Unveils New Participation Tracking Technology

Date: 4/20/12

SILVER SPRING, MD – April 20, 2012 -- The research team from the Sports & Fitness Industry (SFIA) has introduced brand new targeting technology that promises to be a ‘game-changer’ in the sports, fitness and leisure industries. 

“We have developed a way to make participation-based projections down to the zip code level for all sports and activities that are currently measured in the annual SFIA Participation Study,” said Neil Schwartz, director of research and business development for SFIA Research.  “This is a huge advancement in geo-targeting technology.”

At this year’s National Association of Sports Commissions Conference and Exposition (April 17-19; Hartford, CT), Schwartz and Keith Storey (vice president of Sports Marketing Surveys USA; Jupiter, FL), demonstrated this new technology for more than 600 executives from local/area sports commissions as well as to representatives of convention & visitor bureaus (CVBs) across the country. 

“For sports commissions and CVBs, this is a breakthrough which allows event organizers to use local participation data rather than the national data that was available in the past.  This is also a huge ‘game-changer’ for facility developers and managers,” said Storey.  “Now, they can use local and regional data for their event and user projections.  This is a big plus when it comes to determining the overall feasibility of a project and then determining if the project is a ‘go or no-go’ decision.”

For instance, leaders in Polk County, Florida are looking to build a brand new indoor facility in order to host many events in the future.  By getting access to this new technology, SGMA Research was able to provide Polk County officials with potential user counts from the local market for usage during the week and then participant counts to determine potential users from a 150-mile drive-time radius. 

The NASC conference represented the largest single gathering of local sports commissions and sports-related travel businesses each year. 

The Sports & Fitness Industry Association (SFIA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products industry.  SFIA helps lead the sports and fitness industries by fostering participation through research, thought leadership, product promotion, and public policy.  More information about SFIA membership and SFIA's National Health Through Fitness Day can be found at www.SFIA.org.

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