Latest Triathlon market research provides snapshot into event appetite

A periodical triathlon market update from Multisport Research has provided a snapshot into the appetite for event participation in a Covid world.

Revealing the comfort zone on everything from numbers caps to price increases Gary Roethenbaugh’s regular insights into the marketplace reveal that sentiment is turning positive among athletes with a desire to return; indeed 69% expect to race this summer and 86% at some point this year.

In the latest survey of 3,300 audience members the snapshot has 71% of prospective participants comfortable with the idea that price increases may be likely for the upkeep of events, with the remainder unsure or unwilling to cough up extra cash.

Understandably, national events remain preferred and indeed the most viable in the face of international travel restrictions, such as that just imposed on the UK by Germany and Austria. That said, interest is rising; 49% were willing to travel over 100 miles to a national event, versus 35% in the January assessment. International event travel just 10% are presently willing.

The triathlon market research has one third of respondents happy to participate in events with north of 3,000 participants, which tallies with a further finding that overall concern related to Covid is now at a recent low of 38%.

Gary Roethenbaugh said of his research, “As the pandemic is a way off being eradicated, there is understandably still some caution from athletes. However, the mood around event participation has picked up notably – in anticipation of an active race season in 2021.

“The proportion indicating international events has also edged up. So, there is a sense that (a smaller cohort of) athletes are prepared to travel overseas to race – when permitted to do so.

“After more than 12 months of considerable challenges, the event industry has been taken to the edge – with forced cancellations and tremendous financial pressures. Yet, there is hope that a corner has been turned, and the signs are encouraging for healthy event activity in 2021.”

Multisport Research focuses on the Triathlon market, both in consumer and business terms and the wider study has information that may interest bicycle business firms, such as gear expenditure trends. The researchers can be contacted here. If it is purely cycling industry business data you seek, CI.N’s annual market study is available to purchase here.