Sporting Goods in Australia: an Industry Snapshot 2012

Sporting Goods in Australia: An Industry Snapshot March 2012

ASGA | Industry Snapshot Research 2

ASGA Industry Research. A snapshot of the sporting goods industry in Australia.

Foreword!

The Australian Sporting Goods industry currently faces a complex but exciting set of operating conditions: a tentatively improving global economy, a historically high dollar, rapid changes in consumers’ online and offline buying habits and evidence of evolving attitudes and preferences towards sporting apparel and footwear.

!

These factors represent strategic challenges but also powerful opportunities for the industry. To assist members in making the very best decisions, ASGA partnered with Empirica Research to create this industry report. The chief goal: To create an actionable roadmap for navigating the current economic/industry conditions and for remaining ahead of the curve in addressing shifts in the Australian consumer’s needs and preferences.

We invite you to explore the report and hope the findings help to inform your decision making in the year ahead.

David Neal, Ph.D Brad Kitschke Anna Coster, M.A. Executive Director Cassie Govan, Ph.D Australian Sporting Goods Association Empirica Research asga.com.au empiricaresearch.com.au

3

Sources of data and structure of the report!

The research for this report was conducted between January and March 2012, using two complementary research methods. The first was “primary research,” which included the analysis of data from two surveys: The quarterly ASGA industry member survey and a survey of Australian consumer behaviour and attitudes in the sporting goods space (survey conducted by Empirica Research, February-March 2012). We also conducted “secondary research,” which involved a comprehensive literature review of existing government (e.g., ABS) data, recent industry reports, and academic publications.

1. Primary research...

• ASGA industry member survey (quarterly) • ASGA consumer survey of 1000 Australians, conducted by Empirica

Research (Feb-Mar 2012)

2. Secondary research (i.e., literature review)...

• ABS and other Government Data • Other industry reports • Academic literature

4

Sources of data and structure of the report

These primary and secondary methods were used to generate data on four key content areas, shown in the figure below. These content areas make up the four main sections of the report.

• Secondary: Government data and industry reports

1. Macro economic data

• Primary: ASGA member survey • Secondary: Government data 2. Industry sales data

• Primary: ASGA/Empirica consumer survey

• Secondary research: Industry reports

3. Consumer attitudes and buying behavior

• Primary: ASGA/Empirica consumer survey

• Secondary research

4. Trends in sports and exercise participation

5

Report contents!

Section Subsection Page Macroeconomic conditions 7

Executive summary 8

Global GDP Forecasts 9

Australian dollar 10

Consumer sentiment 11

Business sentiment 12

Labour market 13

Industry metrics 14

ABS data: Sporting equipment 15

Retail sales data 17

Wholesale data 18

Footwear drill down 19

Compression drill down 20

Gold drill down 21

Consumer attitudes and buying behaviour 25

Main exercise segments and brand metrics 27

Purchase destinations and motivations 31

From the track to the streets 43

Consumers and counterfeit sporting goods 49

Trends in Australian sports participation 55

Trends in sport and exercise 56

Concluding remarks 60 About Empirica Research 62

6


!!Macroeconomic conditions An overview of key macroeconomic factors impacting the sporting goods industry.

Executive summary

•  Most domestic and global indicators point to a continued, albeit tentative, global recovery

marked by growth rates slightly below historical trend lines.

•  Consensus estimates for the AUD suggest it will to continue trade at or above parity with the

USD through 2012.

•  Consumer sentiment in Australia, although having made up ground in recent months, sits

close to its historical average of 100.

•  Similarly, business sentiment sits close to its historical average. This applies to measures of

(a) business confidence, (b) business conditions, and (c) capacity utilisation.

•  Labor market conditions remain “steady,” but Westpac predicts unemployment will rise to

5.75% from current levels (5.2%) over the next 3-6 months.

•  Employment in retail trade declined by 20,000 in 2011.

•  Predicted growth in the Australian retail sector through 2015 ranges from 4.5% p.a. (Morgan

Stanley) to 3.0% (National Retail Association).

Macroeconomic conditions

8

Global conditions Consensus forecasts from the IMF, Westpac and NAB point to a tentative recovery in global economic conditions. The latest GDP forecasts through 2013 for Australia and other key economies are presented below.

Source: International Monetary Fund and Westpac Economics


Real GDP % ann

2007 2008 2009 2010 2011e 2012f 2013f

United States 1.9 -0.3 -3.5 3.0 1.7 1.7 2.1

China 14.2 9.6 9.2 10.3 9.3 7.8 8.7

Japan 2.1 -1.7 -5.7 4.7 -0.8 1.6 2.0

India 10.0 6.2 6.8 10.1 7.0 6.0 8.1

Other East Asia

6.1 3.2 0.4 7.7 4.3 1.9 4.8

Europe 2.8 0.3 -4.2 1.8 1.5 -1.0 0.3

Australia 4.7 2.5 1.4 2.6 2.0 3.0 3.5

New Zealand 2.8 -0.1 -2.0 1.6 1.6 2.8 3.8

World 5.4 2.8 -0.7 5.1 3.9 2.8 4.0

9

The Australian dollar! As global growth conditions have improved, the Australian dollar has risen sharply. The figures below show the AUD’s performance against the Yen, USD, Euro and New Zealand dollar.

The latest forecasts from Westpac Economics as at February 2012 are that “the Australian dollar and commodity prices are set to fall through to the third quarter of 2012 prior to a ‘recovery’ in the second half.” Their specific 2012 predictions for the AUD are:

• = parity with the USD Mid 2012 AUD forecast

• = 1.06 (USD) End of 2012 AUD forecast

Source: Westpac Economics


10

Australian consumer sentiment!

Source: Melbourne Institute and Westpac Economics Click here for the latest consumer sentiment data.

Consumer sentiment in Australia currently rests very close to its long term average level of 100.

Note: Australian Consumer Sentiment-Average since 1980 = 100


11

Australian business sentiment

•  Business confidence measure: “Excluding normal seasonal changes, how do you expect the business conditions facing your industry in the next month to change?” Zero point represents average since 1989.

!

•  Business conditions measure: Survey data integrating 3 key variables: profitability, employment and trading conditions. Zero point represents average since 1989.

!


Source: The NAB Business Survey

•  Capacity utilisation measure: 100 percent Utilisation represents “maximum desirable level of output given existing capital equipment”.

!

12

Employment


•  As of the February 2012 jobs report, unemployment sat at 5.2%. Factoring in lower participation rates and lower population growth, this figure implies that there has been no job growth in Australia since the beginning of 2011.

•  As a percentage of total employment, the retail and wholesale trade industry remains close to its average for the last 5 years, accounting for 14.5% of all employment (see lower left panel).

•  However, retail trade lost almost 20,000 jobs in 2011, second only to Agriculture/forestry/fishing and manufacturing (see lower right panel).

Sources: ABS, NAB and Westpac Economics

Share of total employment by industry Employment growth in 2011 by industry

000’s of jobs gained/lost

13


!!State of the Industry. An overview of the Sporting Goods and Apparel industry.

ABS data allow modelling of the sports equipment market, but not apparel and footwear!

•  Australian government data (e.g., retail and wholesale trade statistics) typically provide limited insight for the sporting goods industry. This is because the ABS generally does not break out sporting apparel/footwear from other apparel and footwear categories. However, the Australian Household Expenditure Survey, conducted every 5 years, provides detailed statistics on sporting equipment purchases made by Australian households.

•  The figure below shows $ spent each year by the average Australian household across sporting equipment categories for the two most recent periods available (2003/2004 and 2009/2010).

•  Across this period, the annual value of the equipment increased by 15%. However, we note that CPI increased by 19% over this period, indicating an overall decline in the market. This decline may partly reflect temporary effects of the GFC on discretionary spending.

ABS data on the Australian sporting goods market

15

2009/2010

1.032B p.a. (! 15%)

2003/2004

896 M. p.a.

(note: CPI rose 19% over this period)

The ASGA Industry Member Survey

Highly detailed sales data are available in reports based on ASGA’s quarterly industry member survey. Members provide detailed information on units and total sales revenues for specific categories of sports apparel, footwear, and equipment and accessories.

Market analyses based on these data are available to ASGA members on a subscription basis. For more information about the available data sets, please click here or visit:

http://www.asga.com.au/sample-market-intelligence-surveys

In this section, we provide a top line analysis of key trends from these reports.

Specifically, we present:

1.  Quarterly retail sales data: Footwear and apparel

2.  Quarterly wholesale data by unit type

3.  Footwear drill down

4.  Compression drill down

5.  Golf drill down

Sporting goods industry sales data

16

ASGA quarterly retail sales trends: Footwear and apparel

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Source: ASGA/10 Thousand Feet

Sporting goods industry sales data

Lifestyle Fashion Core apparel includes: Track suits, separate pants, jackets, T-Shirts, singlets/tanks, sweat tops and shorts. Non-licensed brand core apparel includes: Track suits, separate pants, jackets, T-Shirts, singlets/tanks, sweat tops and shorts. Licensed Core apparel includes: AFL - jumpers & guernseys, NRL - jumpers & guernseys, ARU - jumpers & guernseys, Soccer, NBA and Cricket Australia Accessories Core apparel includes: Bags, caps and socks

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ASGA quarterly wholesale trends: Cut by unit type and $ sold/units sold

ASGA quarterly footwear drill down: Sales cut by footwear category

19

Cross Training Running

Basketball

Court - Indoor

Court - Outdoor

Football -

Moulded Sole

Football - Screw in Sole

Turf Shoes Netball Cleated

Ath/Leisure Walking Outdoor

Track and Field

Sandals

FY 2010/11 Q3 Jan - Mar $13,453, $49,062, $2,228,8 $53,256 $1,230,1 $20,886, $278,371 $787,601 $3,372,8 $5,577 $22,714, $2,614,8 $649,068 $134,070 $490,927

FY 2010/11 Q4 Apr - Jun $15,250, $58,551, $2,201,4 $39,341 $664,165 $2,323,0 $54,478 $191,518 $704,012 $12,692 $25,828, $2,299,4 $519,762 $507,639 $258,728

FY 2011/12 Q1 Jul - Sep $12,411, $45,681, $2,557,0 $87,320 $1,461,4 $4,009,4 $20,725 $557,239 $864,441 $62,877 $27,158, $1,711,1 $3,042,8 $994,199 $2,043,2

FY 2011/12 Q2 Oct - Dec $13,431, $59,104, $3,163,1 $79,252 $1,739,8 $12,332, $59,128 $259,747 $1,639,8 $7,106 $26,721, $1,708,0 $1,377,5 $266,792 $1,034,9

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Highlighted Footwear Findings (ASGA/ 10 Thousand Feet) •  After decreasing for 3 consecutive quarters (-6% in Jul – Sep 2011 compared to Apr – Jun 201, -7% in Apr – Jun 2011

compared to Jan - Mar 2011, -3% Jan – Mar 2011 compared to Oct – Dec 2010), footwear sales went up 20% in Oct – Dec 2011 compared to Jul – Sep 2011.

•  Average selling price was higher in Oct – Dec 2011 than one year before ($49.05 in Oct – Dec 2011 compared to $47.04 in Oct – Dec 2010).

ASGA quarterly compression wear drill down Cut by gender and adult/child

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ASGA annual golf drill down (figure 1 of 3) Cut by product category

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Highlighted Golf Findings (ASGA/ 10 Thousand Feet) •  In 2011 golf apparel sales increased 5% compared to 2010. Non-licensed branded products increased (+8.8%) while

accessories dropped (-9.8%). •  In 2011 shoes kept decreasing (-4% compared to 2010) after an -11% drop in 2010 compared to 2009. This 2011 drop was

driven by a decrease in sales of shoes costing $90 or more (-39% compared to 2010) while shoes under $90 sales went up 16% compared to 2010.

•  Graphite Individual golf clubs remain relatively stable compared to 2010, while Steel golf clubs sales are behind in 2011 compared to 2010 (-2%).

•  Golf bags dropped 11% in 2011 compared to 2010 while gloves went down 9% compared to 2010.


21

Highlighted Findings (ASGA/ 10 Thousand Feet) •  Golf bags dropped 11% in 2011 compared to 2010 while gloves went down 9% compared to 2010.

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!!Consumer attitudes and behavior in the sporting goods and attire space

Overview of the survey

The ASGA Sporting Goods Consumer Survey

The ASGA Consumer survey was designed and conducted by Empirica Research in February and March 2012. The study was a nationally representative survey of 1000 Australians, oversampling people who exercise or play sport once or more often each week. Thus, the survey findings closely map onto the “average Australian sporting goods consumer.”

The survey was designed to address the following core content areas:

1.  Core exercise segments: Australians’ main forms of exercise cut by age and gender; brand awareness, ownership, and loyalty metrics.

2.  What, where and why are people buying? Major purchase destinations and motivations.

3.  How are Australians attitudes towards sportswear evolving?

4.  Counterfeit sporting goods in Australia: Will Australians buy in?

25

Sample and Methodology

The ASGA Sporting Goods Consumer Survey

•  The sample was nationally representative across gender and state/territory. Exercisers were oversampled (90% of the sample exercised once per week or more).

•  The survey was conducted in February and March 2012.

•  The total sample size was 1000.

GENDER %

Male 50

Female 50

AGE %

18-24 23

25-34 22

35-44 21

45-54 18

55 or older 17

STATE %

NSW 33

VIC 26

QLD 20

WA 8

ACT 1

TAS 2

NT 1

SA 8

26


!!Part 1: The lay of the land Segmentation analysis of Australians’ “main form of exercise” and core metrics of brand awareness, ownership and loyalty.

Segmentation analysis: Australians’ main form of exercise Top 10 forms of exercise cut by gender and age

What is your main form of exercise?

18-24 Years 25-34 Years 35-44Years

28

Segmentation analysis: Australians’ main form of exercise Top 10 forms of exercise cut by gender and age

45-54 Years 55+ Years

What is your main form of exercise?

29

Brand awareness, ownership and loyalty metrics

2XUAdidas

AsicsBlack Diamond

BondsBrook

BScEverlast

FilaIcebreakerKatmandu

KSwissLonsdale

Lorna JaneLululemon

MerrellMountain Designs

Mountain HardWearNew Balance

NikeNorth Face

Outdoor PerformancePatagoniaPerformax

PumaReebok

Running BareRussell Athletic

SauconySkins

Snow GumSpeedo

SupreTarget

Under ArmourVibram

0% 25.00% 50.00% 75.00% 100.00%

2XU

Adidas

Asics

Black Diamond

Bonds

Brooks

Everlast

Fila

Icebreaker

Katmandu

KSwiss

Lonsdale

Lorna Jane

Lululemon

Merrell

Mountain Designs

New Balance

Nike

North Face

Outdoor Performance

Performax

Puma

Reebok

Running Bare

Russell Athletic

Saucony

Skins

Snow Gum

Speedo

Supre

Target

Under Armour

Vibram

0% 25.00% 50.00% 75.00% 100.00%

2XU

Adidas

Asics

Black Diamond

Bonds

Brooks

Everlast

Fila

Icebreaker

Katmandu

Lonsdale

Lorna Jane

Lululemon

Merrell

Mountain Designs

New Balance

Nike

North Face

Patagonia

Performax

Puma

Reebok

Russell Athletic

Saucony

Skins

Speedo

Supre

Target

Under Armour

Other

0% 25.00% 50.00% 75.00% 100.00%

Which brands have you heard of? Which brands do you currently own? Which brand is your favourite?

30


!!

Part 2: Where, what, and why people are buying? Market share analysis for consumers’ most recent sporting goods purchase; preferred buying destinations across sporting goods/apparel product categories; key drivers/motives for buying at each destination

Bricks and mortar:

92.4%

Speciality sports store:

48.3%

General clothing store:

44.1%

Online

7.6%

Australian site: 3.9%

OS site:

3.3%

Online, but not sure where

based:

0.4%

Where did you purchase your most recent clothing item to wear during sports or exercise?

Destination Market Share

Rebel Sport 36%

Amart Allsports

19%

Athletes Foot

5%

Lorna Jane 4%

Sports Co 3%


KMART 29%

Target 27%

BigW 15%

Myers 4% Cotton On Body 2%


oo.com.au 10%

Amart AllSports 5%

Catch of the Day 5%

Rebel 5%

Paul’s 5%


ebay.com 26%

wiggle.com 16%

Nike 16%

Purchase destinations % of consumers buying at each destination and top 5 market share for each destination

32

Where did you purchase your most recent clothing item to wear during sports or exercise?

Purchase destinations % of consumers buying at each destination cut by age group

33

Key finding •  Online buying rates for sports clothing are highest in middle-aged consumers (around 10% among

35-55 years olds), and are lower in younger and older consumers.

Bricks and mortar:

88.4%

Speciality sports store:

61.3%

General dept. store:

27.1%

Online

11.5%

Australian site:

3.6%

OS site:

6.8%

Online, but not sure where

based:

1.1%

Where did you purchase your most recent pair of sneakers?


Rebel Sports 29% Amart Allsports 13%

Athlete’s foot 12%

Footlocker 6%

Nike 4%


k mart 19%

BigW 13%

Target 8%

Haris Scarfe 7%

Myers 6%

pay for less 6%


Ebay 11%

New balance 11%

ozsales.com.au 11%

Rivers 11%


wiggle.co.uk 17%

Amazon.com 11%

Ebay 11%

niketown 11%

Eastbay 8%

Purchase destinations % of consumers buying at each destination and top 5 market share for each destination

34

Where did you purchase your most recent pair of sneakers?

Purchase destinations % of consumers buying at each destination cut by age group

35

Key finding •  Online buying rates for sneakers/runners are significantly higher in younger consumers, having

reached 15% among 18-24 year olds (vs. 6% in 55+ consumers)

Drill down into online purchasing: Sporting goods compared to other retail categories

How does Australians’ online purchasing of sporting goods compare to their online purchasing in other retail categories?

The figure below integrates the Empirica/ASGA survey findings with online purchase rates found in other retail categories. The estimates for these additional retail categories come from research conducted by Citibank (2010) and Morgan Stanley (2011).

Sources: Empirica Research, Morgan Stanley, Citibank, National Retail Association

36

Drill down into online purchasing: Sporting goods and the Low Value Threshold

Sources: CIE (2011) and Ernst and Young (2012)

•  Our survey estimates of Australians’ rates of overseas online purchasing of sporting goods (3.3% for apparel; 6.8% for footwear) are in line with estimates generated by analysing air cargo consignments in the “low value” category (LVCs).

•  (LVCs are foreign goods imported in consignments that are valued at $1000 AUD or less and hence avoid GST, customs duties, and other associated fees.)

•  According to the Centre for International Economics (CIE, 2011), 7% of air cargo consignments destined for individual Australian homes are in the “sporting goods” category.

•  We note that an additional 41% of consignments to individuals are in the “textile and fashion” category. A proportion of this category presumably includes sporting apparel items.

•  Thus, the actual percentage of overseas online purchases in sporting goods/apparel likely exceeds 7%, and perhaps by a significant margin.

•  Ernst and Young estimate that the low value threshold will cost up to 33,400 retail jobs in Australia through 2015 and will result in forgone GDP of between 3.9b and 6.5b.

Is the “low value threshold” on imports driving Australians to buy sporting goods from overseas websites?

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Consumer motives/drivers for buying at each destination

Respondents described where they would buy a variety of sports apparel and footwear items. They then described why they would buy at their chosen destination. We coded these motives to identify the top drivers for buying each product type at each destination. !These data are presented below…

Top motivations for buying sneakers at each destination…

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Top motivations for buying compression wear at each destination

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Top motivations for buying shorts at each destination

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Top motivations for buying tops at each destination

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Top motivations for buying tennis rackets at each destination

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!!Part 3: From the track to the streets The shift towards “sportswear as streetwear” – where and for whom is sportswear acceptable outside the exercise context?

Sports attire outside the exercise context

Consumers are becoming more relaxed about “where and when” they wear sports attire in non-exercise related settings/activities. This attitudinal shift represents a major opportunity to expand the category. To provide hard metrics on this shift, we measured whether consumers think it’s “OK” versus “not OK” to wear a range of different sports outfits in a range of different settings, from doing housework to having coffee with friends.

Key finding •  Compression wear is not accepted outside an exercise context.

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Key finding •  Sports shorts and tops readily accepted by consumers outside the exercise context, especially in

the home setting.

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Key finding •  Tracksuit readily accepted by female consumers outside the exercise context; acceptance more

mixed among male consumers.

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Key finding •  Yoga outfit readily accepted as housewear by female consumers, but not readily accepted as

streetwear.

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Note: The yoga outfit question was only asked of female respondents


Gender and age matter! •  The figures below represent averages across all of the non exercise related settings (i.e.,

walking the dog, coffee with friends, housework etc). Thus, a higher score means it’s more acceptable to wear each outfit when doing non exercise related activities.

•  The figures show that age and gender interact. •  As men get older, they see sports attire as more permissible in non-exercise settings. •  As women get older, their attitudes remain relatively stable for most categories, but grow

less permissive for yoga outfits. (Note: this pattern does not apply to compression wear)

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!!

Part 3: Counterfeit sporting goods: Will Australian consumers buy in? Consumer perceptions of counterfeit availability; willingness to buy counterfeit; cues that signal counterfeit to consumers; attitudes towards greater government intervention.

Counterfeit sportswear

Australian consumers are generally aware that counterfeit sporting goods are available here. We asked them how likely it is that counterfeit sporting goods are sold at each of the destinations shown in the figure below…

Perceptions of counterfeit availability in Australia

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Key findings:

•  Consumers accurately perceive the presence of counterfeit sporting goods at Australian street markets.

•  Consumers may underestimate the presence of counterfeit at generic online retailers and generic sports stores.

•  Consumers may overestimate the presence of counterfeit at major retailers (e.g., Rebel) - both bricks and mortar and online.

•  Despite awareness of counterfeit’s presence, consumers underestimate their personal exposure to it. (See low likelihood ratings for “the places I shop”).

Counterfeit sportswear

Respondents were presented with an image of an Asics gel runner and were asked to imagine they found a counterfeit version that they felt was about the same quality as the real product.

We then asked them what discount from the RRP of $180 they would need to buy the counterfeit version. Respondents could also tick “I wouldn’t buy the counterfeit at any price”

Willingness to buy counterfeit

Key findings:

•  Overall, only 24% of consumers indicate they would not be willing to buy the counterfeit Asics under any level of discount.

•  Willingness to buy counterfeit is highest in young consumers (under 24 years), where less than 15% wouldn’t buy the counterfeit under any level of discount.

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Counterfeit sportswear in Australia

When buying sporting goods/apparel in a store, what are the main cues that signal the product might be counterfeit? (Note: word size indicated frequency of mention by consumers)

Counterfeit cues – bricks and mortar setting

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When buying sporting goods/apparel online, what are the main cues that signal the product might be counterfeit? (Note: word size indicated frequency of mention by consumers)

Counterfeit cues – online

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Counterfeit – general attitudes and policy support

Key findings:

•  Consumers view small Australian retailers and major brands as the major victims of counterfeit sporting goods (see Figure top left)

•  On average, consumers support stronger Government action on preventing counterfeit from entering the country, although not by large margins (see Figure bottom left).

•  A majority support lowering import tariffs, although the strength of this support is modest (see Figure bottom left).


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!!Trends in sports participation Participation rates in organised and non-organised sport and exercise

Trends in Australian Exercise and Sports Participation

Activity 1997 2006

Males Females Males Females

Sport and outdoor activity (mins/day)

33 20

25 17

Total free time (mins/day) 328 304 308 284

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ABS Time Use Studies reveal declining minutes per day spent on sports/exercise!

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Top forms of exercise and % participation in pop. over 15 years

Australian participation rates in sport and exercise

Percentage and raw numbers of participants: Organised and non-organised sports/exercise.

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Total Australian population aged

15 years and over:

17.34 M (100%)

Involved in organised sport or physical activity:

4.52M (26%)

Involved in a playing role:

3.82 M (22%)

Involved in a playing role only:

2.95 M (17%)

Involved in both a playing and non-

playing role:

.87M (5%)

Involved in a non-playing role:

1.56M (9%)

Involved in non-playing role only:

.69M (4%)

Not involved in organised sport or physical activity:

12.82M (74%)

Organised sports and physical activity

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Trends over time…

•  Over the past decade, the percentage of the population participating in organised sport has declined from 27% in 2001 to 26% in 2010.

•  Due to population growth however, the raw number of participants in organised sport has increased slightly.

•  Males’ participation in playing roles has dropped 3% points in the last decade, to 24%, but has remained stable in females (20%).

•  More likely to be involved if they were born in Australia (30% involved) than born in another English speaking country (25%) or a non-English speaking country (11%).

•  More likely to be involved if they’re male (29%) than female (24%)

•  Less likely to be involved if they live in a capital city (25%) than outside one (28%)

•  More likely to be involved if they’re employed (30%) than unemployed (26%)

•  9% receive some type of payment for their involvement

•  Among those in playing roles, 49% are involved for 3-9 hours per week

•  Among those in non-playing roles, 41% have completed a course or qualification relevant to their role and 60% are involved with school or junior sports

Quick Facts: The 4.52 million Australians and organised sport are!

Organised sports and physical activity

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!!Concluding remarks

Concluding remarks

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ASGA and Empirica Research hope the findings presented here will assist readers in navigating the Australian sporting goods market in the year ahead.

We invite you to make contact to access additional resources.

For information regarding ASGA’s proprietary market intelligence surveys, or for inquiries about ASGA membership, please contact::

The Australian Sporting Goods Association Brad Kitschke - Executive Director 767 Springvale Rd Mulgrave, VIC 3170 asga.com.au

For questions regarding the consumer survey presented in this report, or for other research-related questions, please contact:

Empirica Research Dr. David Neal – Founding Partner [email protected] 214 Kerr Street Fitzroy, VIC 3065 empiricaresearch.com.au

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!!ABOUT EMPIRICA RESEARCH

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About Empirica Research

Empirica injects academic, evidence-based research into commercial projects. Empirica Research, based in Melbourne and Miami, is a full service consumer and social research firm. We have diverse range of clients across Australia and the US. We offer tailored research solutions, innovative techniques, and our unique “Think Tank” of leading marketing professors from around the world.

We maintain strong ties to the academic world, publish in academic journals, and our Founding Directors have PhDs.

Our work is diverse, but our philosophy across these projects is the same: inject academic, evidence-based research into commercial projects while keeping a clear focus on real-world, actionable insights.

Anna Coster, M.A.

Director of Consumer Research

David Neal, Ph.D.

Founding Partner Cassie Govan, Ph.D.

Founding Partner

empiricaresearch.com.au

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Our clients include…

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!!Thank you.

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Sporting Goods in Australia: an Industry Snapshot 2012

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