Digital anthropology: Triathletes over 40 in Austin Texas


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For our consumer culture class my partner Evan Husted and I were assigned to conduct a digital anthropology research project. This project was intended to identify key influencers and digital behavioral patterns in the community of triathletes in Austin, Texas. We entered the wormhole of forum research and presented our findings with additional suggestions for brands that might want to approach this community.

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Digital anthropology: Triathletes over 40 in Austin Texas

  1. 1. Triathletes in Austin
  2. 2. What We DidStarted broad- What is a triathlonLooked at general triathlon websites and forumsLooked at location specific eventsDid searches on general triathlon websites to see discussions around AustinFound influencers and followed them around the internet
  3. 3. TriathlonsTriathlon races vary in distance. According to the International Triathlon Union, and USA Triathlon, the main international racedistances are Sprint distance (750 m swim, 20 km bike, 5 km run), Intermediate (or Standard) distance, commonly referred toas "Olympic distance" (1.5 km swim, 40 km ride, 10 km run), the Long Course (1.9 km swim, 90 km ride, 21.1 km run, such asthe Half Ironman), and Ultra Distance (3.8 km swim, 180 km ride, and a marathon: 42.2 km run); the most recognized brandedUltra Distance is the Ironman triathlon. Racers are generally categorized into separate professional and amateur categories. Amateurs, who make up the large majority of triathletes, are often referred to as "age groupers" since they are typically further classified by sex and age; which offers the opportunity to compete against others of ones own gender and age group. The age groups are defined in five or ten year intervals.
  4. 4. Triathlons- Austin Event Based Equipment Based Group Training Based
  5. 5. Event Based
  6. 6. Event BasedEvents as benchmarks Ironman as a bragging right Excuse to travel Ironman as a national link-up
  7. 7. Equipment Based
  8. 8. Equipment Based Heat intense Austin Multiple sports with multiple demands Personalized care about products
  9. 9. Group Based Training
  10. 10. Group Based Training
  11. 11. Group Based Training
  12. 12. Group Based Training
  13. 13. Group Based TrainingPre-event meet-upsGateway to the communityAdvice, Tips and Guidance about nutrition and routesWay to learn about new events
  14. 14. The 40+ community Over 40 is the  fastest growing segment of the sport. The over 40 crowd knows the race won’t be handed to them on a silver platter, it’s going to require a solid commitment and hard work.They know the importance of finding one ortwo others over 40 to take the triathlonchallenge with. They encourage each other,hold one another accountable, and traintogether. They set their sight on a specific They know how to use both wisdom and rebellion.triathlon, and work towards it together. Wisdom allow them to factor their age into their personal training plan. The rebellion part comes when they “get to stand on the beach at the start of the swim and glance over at a  20-something dude and say to themselves, “Bring it on!”.”
  15. 15. Brad Askins- Our RabbitLives in Austin, TXWorks for GoogleInvolved in Twitter, theblogosphere, and forums
  16. 16. Brad &
  17. 17. Where Brad Took Us
  18. 18. A Family Affair
  19. 19. Brand suggestions Family-centric approach Creating brand community through group training Respect for local shops Influencers like Brad