An overview of the UK Fitness and Athletics community on Twitter from PiQ, the PeerIndex dashboard for marketers, agencies and PR. Who and what does the Fitness audience tweet about? And how can organisations and brands influence the conversation?

1. PiQ Audience Report: Fitness & Athletics
Community of 106K Tweeters
Data from: 9th June – 9th July 2014

2. About PiQ
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PiQ is built on
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to track customers 24x7
2. Realtime trend detection with audiences
without prior knowledge required
3. Identify influencers within
relevant audiences
4. Deep content analytics
at users fingertips
Market
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3. Fitness & Athletics Overview
34%
female
66%
male
Users tweeting about Fitness & Athletics are predominantly male and between the
ages of 25 and 50.
0
5000
10000
15000
20000
25000
30000
35000
40000
<25
25-­‐34
35-­‐49
>50

4. Fitness & Athletics Audience Top Hashtags
Hashtag Cloud
WHAT this is
Shows the top hashtags used by
audience
Size of word shows volume
Saturation of word shows relevance
HOW to use it
Identify key topics which audience
discusses
Plan content around this
MORE
The dashboard edition of PiQ
updates this data daily and
provides per-hashtag analytics for
precision targeting
The Fitness and Athletics community are discussing sports-
related topics most frequently

5. Fitness & Athletics – Top Influencers!
WHAT this is
Shows the top Human influencers
within the community
They are ordered by their degree of
influence over other people in the
audience (CPI)
HOW to use it
You can use this to identify the key
influencers in the Fitness and
Athletics community
MORE
The Top Influencers in the Fitness &
Athletics community are famous
sports people and journalists as you
might expect.
But they don’t all have millions of
followers…
CPI
PI
Fllwrs
Bio
Gary Lineker
@GaryLineker
96
91
2M
Ex Leicester, Everton, Barcelona,
Spurs and Japanese team with just
8 players striker! MOTD bloke and
spud flogger extraordinaire
Mark Cavendish
@MarkCavendish
95
86
765,185
Professional cyclist from the Isle of
Man, riding for @opsqscyclingteam.
Fast sprinter, fast talker. Disclaimer:
May cause offence.
Michael
Hutchinson
@Doctor_Hutch
94
65
16,032
Writer, journalist and cyclist. Race
for In Gear-Quickvit- Trainsharp RT.
Author of ‘The Hour’ and ‘Missing
the Boat’.
Iwan Thomas
MBE!
93! 75! 85,735! Tweets may offend some… All my
own views… I tweet some nonsense
but only trying to make people
smile… #Shanter #Belmet #Granny
#1%Game
Mo Farah!
@Mo_Farah!
92! 86! 972,768! Double Olympic Champion, World
Champion, first person to beat The
Cube for Mo Farah Foundation

6. Fitness & Athletics – Top Fitness Journalism!
WHAT this is
Shows the top Sports and Fitness
magazines within the community
They are ordered by their degree of
influence over other people in the
audience (CPI)
HOW to use it
You can use this to identify the key
Magazines/ websites which are
having an influence on the
community
CPI
PI
Fllwrs
Bio
Runner’s world!
@runnersworld!
95! 85! 712,695! Training tips, news and motivation
from the editor’s of Runner’s World.
Bicycling
Magazine!
@BicyclingMag!
93! 76! 75,842! http://Bicycling.com offers tips,
news, product reviews, race
reports, blogs, video and more
Velonews
@velonews
92
77
83,859
The Journal of Competitive Cycling
Athletics Weekly!
@AthleticsWeekly!
89! 68! 24,128! The World’s only weekly track and
field magazine. http://
www.athleticsweekly.com
Runner’s World UK
@runnersworlduk
87
67
42,168
The UK’s largest running magazine
and website

7. Fitness & Athletics – Top Fitness Blogs/Bloggers!
WHAT this is
Shows the most influential bloggers
within the community
They are ordered by their degree of
influence over other accounts in the
audience (CPI)
HOW to use it
These are fantastic opportunities for
brands to spread their message and
raise their profile within the Fitness
& Athletics community
MORE
Despite having relatively fewer
followers than big sports celebrities
these individuals are extremely
influential amongst this specific
group of people
CPI
PI
Fllwrs
Bio
The Inner Ring
@inmg
91
73
39,083
News, chatter and interaction from
The Inner Ring cycling blog.
Cyclistsinthecity
@citycyclists
89
65
11,428
Danny Williams: I blog about
cycling as transport; a member of
Boris Johnson’s Road Task Force
& one of Evening Standard’s ‘1,000
most influential’ Londoners
Ibikelondon blog
@markbikeslondon
88
61
8,295
Tweets on cycling, the urban
enviornment, road danger and
London from the founder of i b i k e
l o n d o n blog – rehabilitating the
bicycle since 2009.
Therunnerbeans
@charliedwatson
78
45
1,268
Runner. Gin drinker. PB lover.
Fitness blogger. Pacing the way to
a healthier life without missing out
on any fun! Chasing a sub 4
marathon! #21daysofyoga
Zoe
@Zoe_londonandme
76
42
1,116
AM at Ogilvy. Runner. Fitness
Blogger. (All views are my own).
#RunChat #ParisMarathon2014
#AdidasThunderRun2014

8. Fitness & Athletics – Top Events!
WHAT this is
Shows the most popular Sports
Events within the community
They are ordered by their degree of
influence over other accounts in the
audience (CPI)
HOW to use it
The Tour de France’s account has a
lower overall PI score than huge
competitions like the Premier
League, suggesting it is not as
popular overall.
But it has a higher CPI score,
indicating that people who talk
about fitness specifically are more
engaged with the Tour de France
(or the London Marathon).
Bigger is not always necessarily
better…
CPI
PI
Fllwrs
Bio
Le Tour de France
@LeTour
95
85
332,531
The world’s biggest cycling race.
#TDF
VirginLondonMarathon
@LondonMarathon!
95! 73! 47,282! Welcome to the Virgin Money
London Marathon Official Twitter
page. Be part of the family.
#VMLM2014
Premier League
@premierleague
92
93
3.5M
Official Twitter account of the
Premier League
England Rugby!
@EnglandRugby!
89! 78! 193,473! Official home of England Rugby on
Twitter. Rugby Football Union:
governing body for grassroots &
elite rugby in Engaldn- including
@ChampionRugby
IRONMAN Triathlon
@IronmanTri
89
81
129,837
Ironman Triathlon events include a
2.4mi swim, 112mi bike & 26.2mi
run & culminate @ the Ironman
World Championship in Kailua-
Kona, HI. Ironman is a lifestyle

9. Fitness & Athletics – Top Brands!
WHAT this is
Shows the top Brands referred to by
audience
HOW to use it
Identify and compare the brands
that an audience is talking about
MORE
The dashboard edition of PiQ
updates this data daily and provides
data for every brand being talked
about
You can also find the top images,
videos and stories being shared
each day, week or month
Brand
Relevance
(Higher is more relevant)
Volume
Facebook
0.6x
4K
BBC
4x
3K
Nike
1.2x
2K
Google
0.6x
1K
Tesco
8.5x
1K
Apple
0.6x
1K
Amazon
1x
1K
Adidas
1.5x
770
Manchester United
1.1x
800

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