International Triathlon Union (ITU) Global triathlon participation. Independent report by Gary Roethenbaugh, MultiSport Research 23 April 2014

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1 International Triathlon Union (ITU) Global triathlon participation Independent report by Gary Roethenbaugh, MultiSport Research 23 April 2014

2 Contents Background & methodology 3 Executive summary 4 Active triathletes worldwide 5 Estimated active triathletes worldwide 6 Active triathletes worldwide, by ITU region 7 ITU regions, share of active triathletes worldwide 8 Fastest growing ITU regions 9 Top 20 active triathlete countries 10 Top 20 travelling triathlete countries, ITU Grand Finals 11 Top 20 active triathlete countries per '000 population 12 Mapping the world s leading active triathlete countries 13 Clubs 18 Estimated triathlon clubs worldwide 19 Estimated triathlon clubs worldwide, by ITU region 20 ITU regions, share of triathlon clubs worldwide 21 Demographics 22 Global triathletes male-female split 23 Global triathletes age group split, Events 14 Estimated triathlon events worldwide 15 Estimated triathlon events worldwide, by ITU region 16 ITU regions, share of triathlon events worldwide 17

3 Background & methodology Project brief The International Triathlon Union (ITU) is seeking to build a comprehensive picture of global triathlon participation. The objective is to benchmark the size of the global triathlon audience and in turn monitor year-on-year growth in participation numbers. Methodology To deliver a baseline estimate of global triathlon participation, MultiSport Research designed and managed a quantitative research survey. This was circulated by ITU to all National Federations (NFs) in order to capture data, such as: NF s estimate on total number of active triathletes by country Number of federation members by country Number of race starts & day licences Number of affiliated events & event organisers Number of triathlon clubs Additional data, such as top-line demographics (e.g. triathletes gender, age) was captured via the survey, where available Outcomes Drawing together a survey of ITU NFs alongside desk research on key countries to validate participation totals, MultiSport Research has produced this independent analysis of the global triathlon audience. Working closely with ITU, and following dialog with NFs in January- April 2014, the result is a standardised initial baseline market estimate of the global triathlon population, events, NF membership, etc. Throughout, MultiSport Research has utilised survey responses received in good faith from NFs and, where applicable, has applied best estimates to arrive at a global picture. This baseline estimate is subject to review and it is envisaged that it would be used to build and develop more detailed annual reviews of total tri participation. Historic data in 2011 and 2012 would supplement 2013 data with 2013 the base year of analysis. In tandem with the online survey, all available third party data was scrutinized. Desk research focused on key triathlon countries only, in order to meet existing budgets and timelines. < 3 >

4 Executive summary Active triathletes worldwide 2.1 million total estimated number of active triathletes in % average annual growth in Active triathletes = individuals undertaking a triathlon each year Total active & inactive triathletes estimated at more than 3.5 million The Americas, (North America & Latin America) is largest region Europe has made the strongest gains in share in The US is the world s largest tri market with triathletes Triathlon remains fairly consolidated in a handful of countries The top five countries account for 65% of the global total The top 20 countries account for 91% of the global triathlete base Many of the top 20 active triathlete countries do not send significant age group teams to the ITU Age Group World Championships and Grand Final. Triathlon generally has a low per capita impact Most countries have less than 5 triathletes per thousand people An average of 1.1 triathletes per thousand was recorded in 2013 Events Triathlon events worldwide stood at more than in saw event numbers grow +2.9% year on year The Americas is the largest region in terms of event numbers The US, with more than 4700 events, has a dominant role Europe is building scale; here, France has been a key player The Americas and Europe combined take a 88% share of the global event base in 2013 Clubs Almost 9000 tri clubs identified globally The number of triathlon clubs worldwide grew 7.9% in 2013 Europe has a dominant role in club activity Germany, Spain, France & GB all have in excess of 500 clubs Germany notes just over 1500 club organisations in place Over 1000 clubs cited in Japan and the US Asia has gained share thanks to steady gains in Japan Strong club growth also registered in countries such as Taiwan, Pakistan, China & Philippines Demographics In 2012 and 2013 the male-female ratio has remained static 67% male to 33% female ratio is expected to even out in time A wide spread of age groups are involved in triathlon globally is the largest age group, accounting for 16% An encouraging 15% of athletes are in the 19 & under age range With retention of younger athletes in the sport, triathlon should be well-placed in the years to come Observations & recommendations Triathlete retention & recruitment are of course key objectives Competition faced from other diverse endurance sport offerings NFs should track all tri race starts as a KPI NFs should track sanctioned & unsanctioned tri events as KPIs < 4 >

5 PART 1 ACTIVE TRIATHLETES WORLDWIDE

6 Active triathletes worldwide, estimate Estimated active triathletes worldwide, Across Sprint, Olympic, Middle & Long distance, total estimated number of active triathletes in 2013 stood at 2.1 million Globally, the number of triathletes rose 8% in % average annual growth in (CAGR, Compound Annual Growth Rate) Active triathletes relates to individuals undertaking a triathlon in each year Based on an initial review of participation frequency, the total base of active, inactive & lapsed triathletes is estimated at more than 3.5 million Total in millions < 6 >

7 Active triathletes worldwide, estimate Estimated active triathletes worldwide, by ITU region, Total in millions Regions have been allocated according to ITU s main global confederations: Africa Triathlon Union Asian Triathlon Confederation Panamerican Triathlon Confederation European Triathlon Union Oceania Triathlon Union The Americas, encompassed North America & Latin America, is the largest region globally The Europe region has built momentum in recent years, with tri participation gains across both established and emerging markets Asia has likewise built scale; while Oceania and Africa have smaller triathlete bases thus far Africa Oceania Asia Europe Americas < 7 >

8 Active triathletes worldwide, estimate ITU regions, share of active triathletes worldwide, % share The Americas has seen a reduction in share since 2011 Here, slower growth and participation declines in the US & Canada have yet to be off-set by stronger gains in Latin America, which are coming from a lower base 100% 80% 60% Africa Oceania Europe has made the strongest gains in share bolstered by double digit growth in Germany, Great Britain, France & Spain, alongside healthy growth in a number of East European countries 40% 20% Asia Europe Americas 0% < 8 >

9 Active triathletes worldwide, estimate Fastest growing ITU regions, 2013 versus 2012 % change, year on year Globally, average annual growth stood at 8% in 2013; and +11% in sees Europe, Oceania and Africa deliver strong double digit growth and high single digit gains in Asia A slowing down of the more mature markets in North America in 2013 has held back the overall Americas region Europe Oceania Africa Asia Global ave Americas < 9 >

10 Active triathletes worldwide, estimate Top 20 active triathlete countries, % chg The US is clearly the world s largest triathlon market, with USAT estimating active triathletes in 2013 Japan, Germany, Australia and Great Britain complete the top five Rates of growth vary considerably, with the more established tri markets facing competition from mud & obstacle (MOB) and other event formats Triathlon remains fairly consolidated in a handful of countries: the top five countries account for 65% of the global total The top 20 countries account for 91% of the global triathlete base United States Japan Germany Australia Great Britain France New Zealand Canada Mexico South Korea Spain Netherlands Taiwan (R.O.C) Brazil Italy Ireland Hungary Belgium Austria Portugal < 10 >

11 Active triathletes worldwide, estimate Top 20 travelling triathlete countries, ITU Grand Finals, Ranking by active triathlete totals Analysis of age group participation in ITU Grand Finals, inclusive, has had data normalized with host countries excluded from the analysis in relevant years Having normalized the data, chart takes total number of athletes travelling to each of the 10 ITU Grand Finals with the cumulative totals ranked accordingly, by country Many of the top 20 active triathlete countries feature in the most travelled ranking although, not all; and only the top 5 most travelled countries have submitted more than 1000 triathletes over the 10 year period Great Britain United States Australia Canada New Zealand Mexico Ireland South Africa Germany Brazil Italy France Spain Japan Austria Switzerland Tahiti Denmark Sweden Hong Kong Source: ITU Grand Final Age Group Participants, normalized data, na < 11 >

12 Active triathletes worldwide, estimate Top 20 active triathlete countries per '000 population, 2013 With a population of 4.5 million and an estimated 90,000 active triathletes, New Zealand is a clear leader in terms of tri participation per capita with 20 triathletes per 1000 population Australia follows with 7 triathletes per thousand Other smaller population markets Bermuda, Gibraltar and the Cook Islands complete the top five The average across all tri markets surveyed stood at 1.1 triathletes per thousand in 2013 New Zealand Australia Bermuda Gibraltar Cook Islands Ireland Japan Germany Slovenia Tahiti Netherlands Estonia Canada Grenada Denmark Great Britain United States Austria France Hungary < 12 >

13 Active triathletes worldwide, estimate Mapping the world s leading active triathlete countries, 2013 Less than 1000 triathletes members < 13 >

14 PART 2 EVENTS

15 Events Estimated triathlon events worldwide, Total For Sprint to Long distance, the total estimated number of triathlon events worldwide stood at more than in 2013; +2.9% on Where possible, the combined total of both sanctioned and unsanctioned events has been included for all countries < 15 >

16 Events Estimated triathlon events worldwide, by ITU region, Total The Americas is again the largest region in terms of event numbers The US, with more than 4700 sanctioned & unsanctioned events, has a dominant role Europe is building scale; here, France has been a key player, with more than 1700 events and a strong race circuit Africa Asia Oceania 4000 Europe Americas < 16 >

17 Events ITU regions, share of triathlon events worldwide, % share The Americas and Europe combined take a 88% share of the global event base in 2013 With over 6500 combined events out of a total, the US and France are key countries; and these two countries alone take a 49% share of the total number of events worldwide Any slowdown in these two more mature markets will have a bearing on the global events landscape 100% 80% 60% 40% 20% Africa Oceania Asia Europe Americas 0% < 17 >

18 PART 3 CLUBS

19 Clubs Estimated triathlon clubs worldwide, Total The scale and impact of tri clubs varies from country to country At almost 9000 clubs identified globally, the number of triathlon clubs worldwide has registered healthy gains; with +7.9% year on year growth in 2013 and an +8.0% gain in In any market, the size of club may vary from small, informal organisations through to larger operations that may operate on a forprofit basis < 19 >

20 Clubs Estimated triathlon clubs worldwide, by ITU region, Total Europe has a dominate role in club activity Here, Germany, Spain, France and Great Britain all have in excess of 500 clubs with DTU in Germany noting just over 1500 club organisations in place These four countries in Europe alone account for 3700 clubs In Asia, Japan has a key role with over 1000 clubs cited by JTU Africa Oceania Americas Asia In the Americas, the US also has over 1000 active clubs Europe < 20 >

21 Clubs ITU regions, share of triathlon clubs worldwide, % share The more established European club base has witnessed a slowing down in some key countries, such as Great Britain, where club numbers may be static or declining 100% 80% Africa Oceania Asia has gained share thanks to steady gains in club numbers in Japan and strong double digit growth in countries such as Taiwan, Pakistan, China & Philippines In the Americas, the more mature markets of the US & Canada have seen steady single digit gains in club numbers 60% 40% 20% 0% Americas Asia Europe < 21 >

22 PART 4 DEMOGRAPHICS

23 Demographics Global triathletes male-female split, 2013 Between 2012 and 2013 the male-female ratio for all tracked countries worldwide has remained static The two-thirds male to onethird female ratio is expected to even out in time, as more countries offer up femalespecific races 33.4 Male The majority of athletes are male across tri markets worldwide Yet, female participation is growing and remains a key area of focus for all tri stakeholders (NFs, events, brands, retail, etc.) 66.6 Female < 23 >

24 Demographics Global triathletes age group split, 2013 A wide spread of age groups are involved in triathlon globally & under An encouraging 15% of athletes are within the 19 & under age range With retention of younger athletes in the sport, triathlon should be well-placed in the years to come Thereafter, a broad base of athletes spans the 20s through to the mid 50s is the largest age group, accounting for 16% < 24 >

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