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Triathlon in Europe: The IRONMAN Example


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This is an excerpt of a market study I am currently conducting.

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Triathlon in Europe: The IRONMAN Example

  1. 1. TRIATHLON IN EUROPE: THE IRONMAN EXAMPLE Development & Perspectives (Excerpt) Lausanne November 2007 Dr. Thomas Langenberg Management Consultant
  2. 2. Table of Content <ul><li>IRONMAN: Participation & media attention </li></ul><ul><li>IRONMAN: From a niche to the broader public </li></ul>
  3. 3. Triathlon hits the spirit of our time. On a global scale, IRONMAN events are being taken to the next level with respect to participation and media attention. <ul><li>sold-out within three months </li></ul><ul><li>increase of slots by 300 in comparison to 2007 </li></ul><ul><li>sold-out out within less than 19hours </li></ul><ul><li>within the first hour, the homepage was accessed more than 11‘000 times </li></ul><ul><li>sold-out within a single day </li></ul><ul><li>registration can only be done online or at the previous event </li></ul><ul><li>sold-out within less than 24 hours </li></ul><ul><li>more than 4’500 requests for approx. 2’000 slots </li></ul><ul><li>in 2007, the German television broadcasted the IRONMAN World Championships for the first time live from Kona, Hawaii </li></ul>IRONMAN events are setting novel standards in endurance sports
  4. 4. Both the IRONMAN Germany as well as the IRONMAN Switzerland display ever increasing levels of participation. Participation IRONMAN Switzerland Men (2000-2007) Compound Annual Growth (CAGR): 9% Participants Year Participation IRONMAN Germany Men (2002-2007) Compound Annual Growth Rate (CAGR): 6% Participants Year Participation IRONMAN Germany Women (2002-2007) Compound Annual Growth Rate (CAGR): 17% Participants Year Participation IRONMAN Switzerland Women (2000-2007) Compound Annual Growth (CAGR): 10% Participants Year source:
  5. 5. Spectators along the course, the media and internet users are actively consuming triathlon related information Compound Annual Growth Rate (CAGR): 10% Compound Annual Growth Rate (CAGR): 67% Compound Annual Growth Rate (CAGR): 5% <ul><li>Additional information </li></ul><ul><li>The figures of 2006 are currently not available. They are therefore not included in the list. </li></ul><ul><li>The graphs attempt to show how the IRONMAN Switzerland is accepted among non-competing athletes. </li></ul><ul><li>Conclusions </li></ul><ul><li>In comparison to 2005, the IRONMAN Switzerland 2007 event enjoyed a considerably higher interest </li></ul>source: The graphs display how the IRONMAN Switzerland event has caught the attention of the offline and the online media as well the general public’s interest Spectators Year Home Page Hits Year Year Print run
  6. 6. Table of Content <ul><li>IRONMAN: Participation & Media Attention </li></ul><ul><li>IRONMAN: From a niche to the broader public </li></ul>
  7. 7. Since 2000, the IRONMAN Switzerland has evolved from an event for rather ambitious athletes to an IM event that is getting closer to more recreational audience IRONMAN Switzerland Overall (2000-2007): Average Finisher Times, Men Total Time (in s) Total Time (in s) Year Year IRONMAN Switzerland Overall (2000-2007): Average Finisher Times, Women Compound Annual Growth Rate (CAGR): .85% Compound Annual Growth Rate (CAGR): .94% <ul><li>Comments </li></ul><ul><li>To facilitate computation, the finisher times were transformed in to seconds </li></ul><ul><li>The finisher times were computes as average time across age groups </li></ul><ul><li>Conclusion </li></ul><ul><li>In comparison to 2000, the average finisher times of IM Switzerland 2007 have increase by approx. 6 min among men and approx 7 min among women </li></ul>source: IRONMAN Switzerland Overall (2000-2007): Relative changes of finisher times with respect to previous year (mm:ss)
  8. 8. Contact information <ul><li>Dr. Thomas Langenberg, Management Consultant </li></ul><ul><ul><li>web: </li></ul></ul><ul><ul><li>eMail: [email_address] </li></ul></ul><ul><li>Swim.Bike.Run.Eat.Sleeprs’ Info Weblog </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>