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Sports Participation Topline Report 2003

Sports Participation Topline Report 2003

When it comes to analyzing the size of sports product markets, participation figures form the most crucial data. While they may complement consumer, point-of-sale and retail trade studies, participation data are more important in defining the size of a market. For example, during the 1990s, there were mammoth gains in golf product sales and industry stock prices, which contradicted participation tracking research that showed golf enjoyed only modest growth in that decade. A closer inspection revealed that the growth of golf companies was based on increasingly expensive new products that prompted multiple 'discretionary' purchases from the existing participant base. The reality: the growth of golf participation was unremarkable. For such reasons, sports participation defines the size, composition, and ultimately the trend of the product market. It is, in effect, the 'gold standard' to which all markets eventually return. 2003 Edition (PDF - 5 pages)


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