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Florine Vanhove, Charles Fricker, Segolène Giraudier, Clara Ceccaldi & Gabriela Marengo

Consumer Insights Research Project EYE CLIMB

1. THE CLIMBING INDUSTRY: CONTEXT

Democratization International High-Performance

Sport

43 federations in Europe

1878 licensed athletes

Fast-growing community

25M climb regularly 3000 climbing

1st time every day

432 athletes competing

23,500 spectators.

Rock Climbing Bouldering

Traditional Climbing Sport Climbing

Block Climbing

OUTDOOR INDOOR

2. BRANDS TARGETING THE SPORT

2. IMMERSIVE EXPERIENCES IN THE CLIMBING INDUSTRY

3. IMMERSIVE EXPERIENCES

g

CLIP N CLIMB- Visually attractive climbing

walls - No human spotter - New mechanical pulley system

- Visual immersion - Action Entertainment - Social - Healthy challenging fun

NOVA HI-TECH WALL

- Embedded lighting system that illuminates behind cracks to display map route

- Mobile app tracks ascent - "Ambient" mode converts the

wall into a light installation.

- Home Training + decorative wall - Learning support - Data recorded through the APP

AUGMENTED REALITY CLIMBING WALL

- Illustrates the ideal route or provide hints to help climbers choose the best option for their next move

- Training data recorded - Instant video feedback - Learning support - Fun: animated figures

Sources of Secondary Data: Federation websites, documentaries, field studies, specialized magazines.

4. FIELD STUDY

Sources of Primary Data: Qualitative research to discover what the feelings, motivations and points-of-view of amateur and professional climbers were.

Madrid Indoor Climbing Championship, on November 28th: conducted interviews, met the community, discovered healthy competition among the participants.

7 interviews conducted: 15 minutes’ interviews. Various profiles: 3 climbing championship winners + 4 amateurs climbers + 1 professional from the industry.

CONSUMER INSIGHTS: SPORT DEFINITION & VALUES

DIVERSE SPORT

Physical & Mental Effort

COMPLETE

Outdoor Indoor

LIFESTYLE

EngagementAdventure Passion Surpass oneself Respect Nature

OUR CLIMBER

38% WOMEN

YOUNG PEOPLE

39% under 18 Also older

people

SPORTS AND STRONG SENSATIONS FANS

TRAVELLERS OPEN-MIDED

‘HYPERACTIVE’ PEOPLE

‘BABACOOL’ ‘HIPPIES’

CONNECTED TO NATURE

BOTH FROM RURAL & URBAN AREAS

CONSUMER INSIGHTS: TARGET

CLIMBER LOVERS From Outdoor to Indoor

to train

NEW CONSUMERS From Indoor to Outdoor

to discover new climbing possibilities

FEELINGS MOTIVATIONS- Freedom & Pleasure

- Fear seeker: “Feeling in danger, strong and free”

- “Healthy drug”

- Feel luck and excited

- Feel that one can always go further and higher

- Adrenaline

- Travel: discover new places to climb

- Have fun: this is a pleasure before being a sport

- Physically surpass yourself and know your limits

- Share your methods and see other climbers

improve themselves

- Share a passion and your emotions

Self-esteem development, pride and satisfaction Balance between body and mind

“Outdoor or Indoor, this sport remains an adventure”

CONSUMER INSIGHTS: CLIMBER’S JOURNEY

- 2/3 times training per week

- Competitions on the weekend

- Easy, few material

- Partner to climb in the gym

- Free time (weekend, holidays)

- Meteo and localization check

- Trail Preparation

- Material Preparation

INDOOR OUTDOOR

HOW CAN WE IMPROVE THE EXPERIENCE?

EYECLIMB

Augmented Reality experience:

- Indoor

- Outdoor

Target Price:

- Glasses : 299€

- Glasses + Helmet : 499€

- Special price for indoor

clubs

4. OUR SOLUTION: EYE CLIMB GLASSES

INDOOR

- Learning phase : exchange between

trainer and student, virtual guidances

- Entertainment: virtual obstacles, virtual

paths, interactions with others, games

- Social dimension: save your path and

your climbs to challenge others

- Performance: track all your activities.

4. OUR SOLUTION: EYE CLIMB GLASSES

OUTDOOR

- Learning/discover: tag the wall you climbed,

see the ones others did and watch the tips if

you want

- Communication: connected with your mates

- Help: ask help while climbing + scan the

reliefs

- Experience: pictures, record climbs,

geolocalization + approach phase

EYE CLIMB: DANGERS & SAFETY ISSUES

VOICE CONTROL GPS TRACKER FOR SAFETY VIDEO ASSISTANCE CUSTOMIZATIONLIGHT DESIGN

5. COMMUNICATION OF EYE CLIMB

SHARMA BARCELONA

EDUCATION & PROMOTION ON

INFLUENCERS

2. IMMERSIVE EXPERIENCES IN THE CLIMBING INDUSTRY

THANK YOU!