Sport Heroes Group is a digital sports company that was founded in Paris in 2014 and has since expanded to the UK and Australia. They have raised $5 million in funding so far and are currently securing $15 million more to expand to America and grow existing markets. Their technology aggregates multiple data sets about exercise to create customized digital experiences like apps and websites that motivate people to be active through challenges, competitions, and social experiences. They have built the largest running community in Australia with over 50,000 users and are continuing to grow rapidly.

1. SPORT HEROES GROUP
CREATI NG W ORLD- FI RST DI GI TAL SPORT EXPERI ENCES

2. Founded
in
Paris
in
2014,
we
expanded
to
UK
and
Australia
in
2016.
We’ve
raised
$5M
in
funding,
and
we’re
currently
securing
$15M
-­‐ to
expand
to
America,
and
continue
growing
existing
markets.

5. A collection of applications and
connected devices generating global
data
O U R T E C H N O L O G Y
Allows aggregation and distillation of big data about exercise
We aggregate multiple data sets into
usable information
To create new localised digital experiences,
¹
O U R T E C H N O L O G Y
+

6. Reward
efforts
by
offering
prizes
Challenge
your
friends
or
colleagues
Make
a
difference
and
donate
to
charity
Feel
part
of
an
engaged
global
movement
Live
inspiring
adventures
Meet
people
and enjoy
experiences
together
W H AT W E D O
Inspiring and fun digital
experiences to make exercise better

7. Targeted media platforms
O u r o f f e r i n g i n t w o p a r t s
Build connected digital
experiences (apps and websites)

9. Member geographic split.The biggest digital community of runners and cyclists in Australia, and rapidly growing
TH E BI G G EST RUNNI NG CO M M UNI TY
ABOVE AVERAGE
PURCHASING
POWER
100%
TECH
SAVY
100%
EARLY
ADOPTERS
3
RUNS / WEEK
33
YEARS OLD
7.5
KM / RUN
55%
WOMEN
20172016 2018
50,000+
users
10,000+
users
80,000+
users
20,000+
users

10. We build world-first digital platforms
Sport Heroes creates customised and engaging digital connected experiences (apps and websites) for
brands, charities, or events that want to motivate people to get moving.

11. We invented the concept of a Connected Event
A tailor-made connected event
(alone / in teams, duration,
distance, sport etc.)
Everyone can take part by using a
smartphone or a GPS watch (syncing to
our proprietary technology)
Provides motivation for everyone:
competition, fundraising, social, gifts…
C o n n e c t e d E v e n t
What if it was possible to remove the location
and time restraints from a sports event?

12. 300+ PARTNERS
S P O RT
N U T R I T I O N
L I F E S T Y L E

14. Device
awareness
91% of respondents claim to be aware of fitness tracking devices, of these, 99% are aware of either the smart phone applications,
the wrist device or both.
Base: all respondents, n=1,003
Yes, 91%
No, 9% 80%
5%
14%
1%
Both Phone Only Wrist Device Only Neither
Q.
There
are
a
number
of
applications
and
devices
on
the
market
today
that
help
people
track
their
fitness…Have
you
heard
about
these
types
of
applications
or
devices
before?
Q.
These
applications
come
in
two
basic
forms,
apps
that
you
download
onto
your
mobile
phone…and
devices
that
you
wear
on
your
wrist.
Which
of
these
were
you
aware
of
before
today?

15. Device
usage
44% of respondents use a a smartphone or
wrist device (or both) to track their physical
fitness activity.
The smartphone is the more popular choice
with 33% of respondents using one (either
alone or in conjunction with a wrist device).
24% use a wrist device (either alone or in
conjunction with their phone).
Base: aware of phone and/or wrist device, n=908
Q. Do you currently use either of these to track your fitness activities?
21%
12%
12%
56%
Smart phone only
Wrist device only
Use both
Neither

16. Frequency
of
activity
&
device
usage
Not surprisingly, as frequency of physical fitness activity increases so does the use of a fitness tracking device.
Base: aware of phone and/or wrist device, n=908
Q. Do you currently use either of these to track your fitness activities?
58%
53%
40%
43%
36%
20%
Every Day 3-4 Times/Week 1-2 Times/Week 1-2 Times/Month Every 2-3 Months Less Often
* Result significantly higher at 95%
+ Result significantly lower at 95%
*
*
*
*

17. 74%
62%
56% 55%
37%
32%
25%
Running Gym/Workout Cycling Sport Walking Swimming Other
Main
activity
&
device
usage
Those whose main activity is running show the highest device usage. Those whose main activity is walking are less likely to use
a device, but still nearly two-in-five use one.
Base: aware of phone and/or wrist device AND engage in main activity
Q. Do you currently use either of these to track your fitness activities?
* Result significantly higher at 95%
+ Result significantly lower at 95%
*
+
(N=76)
(N=144)
(N=32)
(N=31)
(N=443)
(N=41)
(N=51)

18. Consideration
among
non-­‐users
Those that currently use just one type of device have a high likelihood of considering a second device (60% of those who use a
wrist device only would consider the smartphone applications, 69% who use a smartphone only would consider the wrist device).
Of those who do not use either, 50% would consider the smartphone option and 72% a wrist device.
Q. How likely would you be to consider…mobile phone/wrist device for tracking and monitoring fitness activity in the future?
Smartphone Consideration
Base: do not currently use smartphone apps.
‘Use Neither’ n=499, ‘Use Wrist Device Only’ n=104
Wrist Device Consideration
Base: do not currently use wrist device.
‘Use Neither’ n=499, ‘Use Smart Phone Only’ n=189
31%
60%
50%
16%
Currently Use Neither Device Currently UseWrist Device Only
Consider
Not Consider
15%
69%72%
16%
Currently Use Neither Device Currently Use Smart Phone Only
Consider
Not Consider

19. Opportunity:
the
‘white
space’
More than half of all respondents did not use any device to monitor their fitness activities. Yet a considerable proportion believe that
both devices are very helpful or have some benefits. There is an opportunity to focus on marketing outside of device functionality:
motivational capacity, inspirational personalized narratives, ability for wearables to promote a sense of community etc.
Base: Do not use any device
21%
12%
12%
56%
Smart phone only
Wrist device only
Use both
Neither
0%
12%
29%
7%
8%
9%
5%
30%
0%
15%
23%
7%
12%
11%
6%
26%
Indispensible
Very Helpful
Some Benefit
Fitness Fanatics
Too Expensive
Passing Fad
Useless
Don't Need One
Smart Phone
Wrist Device
Base:
Do
not
use
any
device
Device Used
Attitude Towards Devices

20. 27
FEB– 5
JUNE
2017
www.theiconicsportchallenge.com.au
• 9
teams
across
ANZ,
pitted
against
each
other
to
find
the
fittest
team
• Teams
ranked
live,
tracking
average
km
per
person,
and
total
kms
• A
13
week
experience
with
weekly
challenges
and
prizes
• Galapagos
adventure
of
a
lifetime
on
offer
to
finish
• Weekly
discounts
from
TIS
as
extra
motivation
• A
world-­‐first
connected
digital
experience
CASE STUDY: TH E I CO NI C SPO RT Chal l e nge

21. THE
ICONIC
SPORT
Challenge
experience

22. THE
ICONIC
SPORT
Challenge
experience

23. THE
P A R T I C I P A N T S
15,015
E NT R A NT S
35
Top
five
teams:
AVERAGE
AGE
1. TASMANIA
2.
AUSTRALIAN
CAPITAL
TERRITORY
3.QUEENSLAND 4. NEW
SOUTH
WALES 5.SOUTH
AUSTRALIA
182.6km
PARTICIPANTS
149.5km
PARTICIPANTS
148.6km
PARTICIPANTS
131.04km
PARTICIPANTS
127.44km
PARTICIPANTS
-­‐20 21-­‐30 31-­‐40 41-­‐50 51-­‐60 61-­‐70
Age
breakdown:
2%
32%
27% 23% 15%
1%

24. PARTICIPATION DURING
THE
EXPERIENCE
43 MARATHONS
184
Perth
to
Auckland RETURN
TRIPS
46
TIMES
ROUND
THE
EARTH
1,847,180.21
KMS
COVERED
Female Male Total
Users
Total
Kms
Average
Kms
TAS 104 58 162
29,575.53km
182.6km
ACT 126 63 189
28,262.115km
149.54km
QLD 980 545 1,525
226,599.75km
148.59km
NSW 3,107 1,092 4,199
550,236.96km
131.04km
SA 542 606 1,148
146,301.12km
127.44km
WA 1,327 579 1906
239,298.3km
125.6km
NT 48 36 84
10,266.48km
122.22km
VIC 2,249 1201 3,450
410,325.75km
118.9km
NZ 1,702 738 2,440
206,314.2km
84.5km
Total
Female Total
Male Total
users
10,097 4,918 15.015
1,847,180.21km

25. OVERALL,
PARTICIPANTS
SAID
THEY
WERE
VERY
SATISFIED
AND
READY
TO
TAKE
PART
AGAIN
NEXT
YEAR.
O V E RALL
SAT ISFAC T IO N
97%
OF
PARTICPANTS
WOULD
TAKE
PART
IN
THE
NEXT
EDITION
82%
MORE
MOTIVATED
TO
EXERCISE
SATISFACTION
RATING
4.2/5

26. Perception
of
THE
ICONIC
SPORT
brand
67%41%
93% 45%
PRIOR
USE
AND
ENGAGEMENT
WITH
THE
ICONIC
WEBSITEAWARENESS
OF
THE
ICONIC
SPORT,
PRIOR
TO
CHALLENGE
WILLINGNESS
TO
PURCHASE
FROM
THE
ICONIC
SPORT PRIOR
PURCHASES
FROM
THE
ICONIC
SPORT
THE
ICONIC
SPORT
SPECIFIC CRITERIA
ASSESSED
4.4/5
SENTIMENT
TOWARDS
THE
BRAND

27. CASE STUDY: TH AI AI RWAYS
› Promote Thailand asa sportsholiday destination
› PositionThai Airwaysasa majorplayerin the
runningspace in Australia
› Engage and excite ourrunningcommunitytowards
theirbrand and values
› Creationofthe biggestchallengeto date (3 all-
inclusivetripstoThailand)
› Creationandpublication ofmedia content in
Thailand totell the storyofthe winners
› Publicationofunique surveyto collectqualitative
insightsfromengagedcommunity
› Most popularcampaign in the lifestylecategory
› Approximately 1,000runnersfillingoutthe entire
survey
› 9 out of10 runnersengaged through thecampaign
would considerflying withThai Airways
O B J E C T I V E
R E S P O N S E
R E S U L T S

28. CASE STUDY: K O ALA
› Raise awarenessabout theimportance ofhigh
sleeping quality to improverunningperformance
› Acquire newcustomerson a commission model
› Publicationofan article about the sleep impact on
yourrunning
› Creationofa demandingchallenge aligned withthe
recommended sleeping time (8h)
› Promotionofvery attractiveoffer($150 discount on
any mattress)
› Among the top3 most popularchallengesin the
lifestylecategory
› Strong ROIon the full campaignactivation
› Top 3 most read articleson the RunningHeroes
Blog
O B J E C T I V E
R E S P O N S E
R E S U L T S

29. CASE STUDY: BO SE
› Promote newSoundSport product line targeting
avid runners
› Highlightkeyfeaturesofthe newproduct in an
innovative way
› Creationofa blog article “5 soundsrunnershear
and hate” tocommunicate keybenefitsthrough
native content
› Conception ofa challenge offering theproductas
winningpricebefore market release
› Most popularchallenge in sportsgearcategoryat
the time
› Active contribution to establishingearphonesasthe
most popularproduct categoryin thecommunity
› Among the Top3 click-throughratestoBose
website
O B J E C T I V E
R E S P O N S E
R E S U L T S

30. COMMUNITY
COMES
FIRST
We
are
all
more
connected
than
ever,
with
fewer
meaningful
connections.
Amidst
all
the
data,
statistics,
and
noise,
a
human
touch
is
paramount.
Sport
Heroes
puts
community
at
the
heart
of
everything
we
do.
Community
comes
first.

31. K EEN TO CO NNECT?
Sam Canavan
Managing Director, Sport Heroes
e: sam@runningheroes.com
w:sportheroesgroup.com