We surveyed 763 endurance athletes offer insight on trends, preferences, buying behavior, brand affinity, and technology.

1. VOICE OF THE ATHLETE SURVEY
WEARABLE DEVICES
In the Active Lifestyle Market

2. SURVEY PARTICIPANTS
We surveyed 763 athletes about their wearable fitness devices
24%
4%
65%
7%
LEVEL
Semi-Pro or Pro
Coach
Amateur
Beginner
<1 year
2-3 years4-5 years
6-10
years
10+
years
YEARS ACTIVE IN SPORT
199
256 241
67
Running Triathlon OCR Other
PRIMARY SPORT
2.2%
18.2%
44.5%
31.5%
Don't
Compete
1-4 times 5-10 times 10+ times
TIMES COMPETING A YEAR
Obstacle Course
Racing
MALE: 61.1%
AVG. AGE: 39.4
AVG. HHI: $111,943
ANY COLLEGE: 69.3%
AVG. TRAINING: 3X WEEK
DEMOGRAPHICS

3. MARKET OVERVIEW
16.6%
38.9% 39.7%
3.4% 1.4%
None, yet 1 2-3 4-5 5+
WEARABLE DEVICES OWNED
ANALYZE AND MEASURE IMPROVEMENTS 77.5%
GOAL TRACKING 65.5%
MAXIMIZE PERFORMANCE 60.4%
IMPROVE MOTIVATION 37.9%
SOCIAL SHARING 22.7%
COMPETING WITH FRIENDS 19.2%
ENTERTAINMENT 15.6%
REPORTING TO COACH 14.5%
PRIMARY USE OF WEARABLES
14.1% 11.8%
43.4%
26.3%
2.7% 1.7%
$0 $1-$99 $100 to
$299
$300 to
$699
$700 to
$999
$1000+
ANNUAL SPEND ON WERABLE DEVICES
DISTANCE 89.9%
PACE 79.8%
GPS & MAPPING 79.0%
HEART RATE 64.6%
TIME 54.7%
ELEVATION 36.1%
CALORIES 23.8%
STEPS 12.2%
COACHING ADVICE 7.1%
PEDOMETER 6.9%
MOST CRITICAL DATA
* Contact us for market vulnerability analysis at info@athlete-iq.com
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4. 96%
64% 63%
59%
56%
53%
41%
33% 31% 30%
21%
DEVICE COMFORT
Where athletes are most comfortable wearing their fitness devices

5. 89%
61% 59% 59%
55% 54%
49% 48%
34% 34% 33% 32%
22%
9%
FAVORABLE BRAND IMPRESSION
Garmin is viewed mostly favorably by our survey participants

6. WHY ATHLETES BUY
0% 10% 20% 30% 40% 50% 60%
Advertisement - TV, magazine, website ad
Store recommendation
Online recommendation - blog, social media, article
Coach recommendation
Expert recommendation
Peer recommendation
MOST PERSUASIVE BUYING INFLUENCES?
83.9%
66.1% 63.9%
54.3%
33.5%
15.5%
3.6% 3.4% 2.1%
MOST IMPORTANT DEVICE FEATURES WHEN PURCHASING
* Contact us for examples of educational native content at info@athlete-iq.com
*
*

7. REASONS FOR SWITCHING DEVICES
77.3%
59.9%
39.7%
33.9% 33.0%
13.5%
6.9%

8. HOW ATHLETES BUY
TRENDSETTER - I'M THE FIRST TO BUY 8.1%
EARLY ADOPTER 26.9%
EARLY MAJORITY 33.4%
LATE MAJORITY 24.1%
LAGGARD - HOLD OUT TO BITTER END 7.5%
TYPES OF BUYERS
PERSONAL RESEARCH * 70.25%
ONLINE RECOMMENDATION 40.48%
PEER RECOMMENDATION 32.74%
EXPERT RECOMMENDATION 19.05%
COACH RECOMMENDATION 10.12%
ADVERTISEMENT 8.33%
EVENT DISPLAY OR BOOTH 5.95%
STORE RECOMMENDATION 4.76%
TOP INFLUENCES
Trendsetters & Early Adopters
PERSONAL RESEARCH * 69.04%
PEER RECOMMENDATION 43.21%
ONLINE RECOMMENDATION 30.25%
EXPERT RECOMMENDATION 16.67%
COACH RECOMMENDATION 9.88%
ADVERTISEMENT 4.23%
EVENT DISPLAY OR BOOTH 3.09%
STORE RECOMMENDATION 2.47%
TOP INFLUENCES
Early Majority
PEER RECOMMENDATION 48.73%
PERSONAL RESEARCH * 47.06%
ONLINE RECOMMENDATION 27.46%
EXPERT RECOMMENDATION 13.73%
COACH RECOMMENDATION 7.84%
EVENT DISPLAY OR BOOTH 7.83%
STORE RECOMMENDATION 4.58%
ADVERTISEMENT 3.92%
TOP INFLUENCES
Late Majority & Laggards
* Contact us for detailed break down of buyer path at info@athlete-iq.com

9. Ryan Vail
Pro Marathon Runner, Team Brooks
Cameron Dye
2012 and 2013 Triathlete of the Year
Alex Varner
Pro Ultramarathon Runner, Team Nike
EXPERT PANEL
We interviewed 8 elite athletes about the wearable device market
Greg Bennett
100+ Triathlon International Wins
Laura Bennett
2 x Triathlon Olympian
Greg Billington
Top 2016 US Olympic qualifier
Matt Willis
Elite Obstacle Course Racer
Chris Schapman
Elite Obstacle Course Racer

10. Ryan Vail
“I stick to the basics when it comes to using and
recording data. My experience as an athlete
allows me to be comfortable using only distance
and time when managing my training. As a
coach, however, I prefer as much data as
possible, including heart rate, elevation change,
and weather.”
Alex Varner
“Distance and time. I like to see how far I ran
and how long it took me.”
Greg Bennett
“On the bike, distance, speed, and sometimes
wattage (power). On the run, time, distance,
pace, average pace and sometime heart rate”
Laura Bennett
“Accurate heart rate, distance, and pacing.”
Matt Willis
“The most important information for me on
RACE DAY is the most accurate distance
calculation possible. I'm a kicker. I set a good
pace in the beginning, and from the middle on,
I increase my pace, and pass everyone on the
back stretch. I need to know the distance so I
can set my paces properly. ”
Chris Schapman
“Data that can tell me when I can push a
workout and when I should probably hold
back. “
EXPERT VOICE – WEARABLE DATA
What data is most important?
Greg Billington
“The most valuable training data is power on the
bicycle as well as extremely accurate distance
and pace for intense running sessions. Accurate
calculation of sleep quality is beneficial for
altitude and heavy training blocks.“

11. Ryan Vail
“The greatest challenge to mass adoption of the latest and greatest
GPS watches is teaching users how to properly interpret data in order
to improve their training. It's difficult to take impressive features from
gimmicks to training tools for a large group of people with varying
levels of experience in technology and running. “
Cameron Dye
"The biggest obstacle to mass
adoption is taking this complicated
idea of endless numbers and
measurements and containing it in
a simple, and easy to use product."
Alex Varner
“Cost is probably the biggest obstacle to mass adoption. GPS watches
are getting cheaper and cheaper, but the prices drops often come at
the expense of functionality. Being able to produce GPS watches with
many functions at a cheaper cost will result in greater adoption, I
think. As for the heart rate, they're often worn as a chest strap which
can be uncomfortable and/or unfashionable (seriously... running
shirtless with a chest strap feels ridiculous). As better technology
comes available to capture HR through other spots (like the wrist or
head), chances are good that adoption will also increase.”
Greg Bennett
“Price, accuracy and comfort”
Laura Bennett
“Awareness that the product is
available. Reliability that the product
actually does what it claims,
especially on first use.”
Matt Willis
“Cost is the largest obstacle. A quality watch that won't break and
has a semi-accurate GPS on it usually start in the $300 range. This is
much more than most people are willing to spend, considering how
rough the sport is on any wearable. “
Chris Schapman
“Confusing data or data that doesn't help the user analyze their
training will slow the adoption of wearable technology. If I'm going
to wear a device that records data that I'd like to have, then I need to
be able to analyze that data and apply it towards my training.”
EXPERT VOICE – BARRIERS TO ADOPTION
What are the biggest obstacles to mass adoption?
Greg Billington
“The keys to mass adoption are:
intuitive functionality, understandable
data output, correlating the wearable
with improved performance or
enjoyment, and explaining why all this
is worth the cost of another 500
tacos.”

12. EXPERT VOICE – WEARABLE TRENDS
What wearable trends are most important in my sport?
Ryan Vail
“GPS watches are the most used wearable for distance
runners. Not only can specific workouts be measured
away from a track, but you can also automatically
build a specific workout log by simply syncing the
watch to a phone or computer.”
Cameron Dye
“As the products continue to improve their usability
and the entry price continues to drop, we will see a
larger and larger segment of athletes using devices to
maximize their racing."
Alex Varner
“I'd say GPS and heart rate are the most
important/prevalent wearable trends in
ultrarunning.”
Greg Bennett
“In triathlon athletes love the power meters for their
bikes and distance pace measurable on the run.”
Laura Bennett
“GPS / Heart Rate watches, I would say are a stand
out #1. Pacing, distance, heart rate, and power are
the main factors in developing the disciplines.”
Greg Billington
“Wearables connecting athletes to fans and other
athletes. Such connections create the feedback and
engagement that will drive the athletic breakthroughs
of this generation.“
Chris Schapman
“Easy to understand, actionable data gathered by non-
obtrusive, user-friendly devices is what will help
athletes meet their goals. The data will allow them
train hard when their bodies are ready and recover
when their bodies need it.”

13. EXPERT VOICE – FINAL THOUGHTS
Ryan Vail
“Runners are drawn to the sport because of the
community, so it's important that wearables allow the
experience to be shared across various social media
platforms and training groups. GPS watches are doing
an excellent job of this by allowing instant upload and
sharing features as soon as you've finished your run.”
Cameron Dye
“Triathlon is already an equipment heavy sport, so
for wearables to really catch on they need to have
multiple functions, be easy to operate, and cost
effective.”
Alex Varner
“Sites like Strava are making it easy and inviting for
people to delve deeper into their training data and
pulling people who weren't previously using data into
that world.”
Greg Bennett
“Music! In races we can’t have music… but for
training I love the tempo music provides. Music is
the best distraction from the pain!”
Laura Bennett
“Being authentic is of utmost importance:
If you get it in the hands of a user and it doesn’t
do what it claims the likelihood of that consumer
coming back to try it again is unlikely.”
Greg Billington
“Triathlon is a complicated sport; wearables
simplify, translate, and give expediency to the
biometrics which signal how the ordinary athlete
can become extraordinary.”
Matt Willis
“Real time mapping/bread crumbs would be great to
have. I have been on many horribly marked trails in my
travels, and it's quite terrible to circumnavigate back
when you get turned around a few times.”
Chris Schapman
“Maybe it goes without saying, but wearable devices
should allow you to do some analysis in real-time on a
smart phone. For further analysis, the data can
automatically sync with the device provider's site and
even be downloaded to mash it up with another
device's data.”

14. AMATEUR VOICE – FEATURES
What new features would you like to see on wearable devices?
Built in music storage.
Standalone GPS. 3rd party app integration.
Open source interface software.
HR during swim, easier customization for
workouts, accurate HR monitor on a
waterproof watch negating the need to wear
a chest strap.
Tied more to social media via Wi-Fi or cell
upload
Mental exercises to compliment the physical
training - i.e. guided meditation and
visualization, audio coach/advise,
Augmented Reality Tai Chi, better food menus
for diet tracking
VO2 estimates and smart watch capabilities
Hydration status
I would like to be able to upload my racing route
when I do a triathlon or a marathon. If I can have
a Garmin watch to connect to my headphones and
it can give details on my pace, HR, etc. Have
headphones that you can upload music to so I
don't have to carry a music device or have the
watch to have the music and connect to your
headphones.
Buttons on face. Touch screen. Larger font or
expandable font
Real time 2-way communication between coach
and athletes during training or event.
More comparability with smart phones, longer
battery life, no chest straps, kinetic battery would
be awesome.

15. AMATEUR VOICE – NEW TECHNOLOGIES
What wearable technologies are you most excited about?
Wireless and cableless "in earphones" that
measure heart rate, distance, pace, cadence,
elevation
Heart monitors on wrist
Multi function device, something specific for OCR
athletes.
HR monitor. Time, distance, mapping on multiple
disciplines.
Any that incorporates music+heart rate+ GPS
accuracy checking messages and phone calls... if
the Samsung S2 3g Had accurate GPS and able to
hold music then it would be the ideal all around
fitness watch.
Long battery life, GPS tracking, and heart
rate monitoring for sure
Strapless headphones, glasses that work like
a watch
Built in training coach, lays out your training
goals for each run based on your running
history to improve speed and endurance.
Less intrusive devices that can part of
everyday life without looking like a dork.

16. SUMMARY
Active lifestyle customers are proactively researching the
best products for their sport, looking at authentic peer-
based advice and recommendations to support their
buying decisions. To reach this consumer, brands must
integrate their marketing into the athlete's buying path by
producing native story-based content tied into traditional
and non-traditional channels.
CONTACT
Bryan Ferguson
bryan@athlete-iq.com
AthleteIQ.com