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KdZ[hijWdZ_d] b_\[ijob[ XhWdZi$ Hanson Dodge Creative has been designing lifestyle brands for more than 25 years. From serving such clients as Trek Bicycle Corp., the Johnson Outdoors family of brands, Wolverine and Horizon Fitness, we have collected insights into active lifestyle enthusiasts—who they are, what inspires their passion, how often they indulge their preferred recreation, what they buy to serve their interests, and how they make those buying decisions. To further understand the active lifestyle enthusiast, we are committed to researching the psychographics of this highly desirable consumer group. Our research goes beyond purchasing patterns and participation trends. We are looking for commonalities and differences in motivations, and rewards across activity segments and demographic groups. 7Yj_l[ ?di_]^ji H[i[WhY^$ Active Insights is industry-leading research and analysis dedicated to demystifying the most elusive and most profitable target market in history—the Active Lifestyle Consumer. It is developed and produced by America’s leading brand experience designers focused on the Active Lifestyle Consumer. Hanson Dodge Creative publishes Active Insights to help our clients and friends in the industry gain a deeper understanding of their consumers, which we believe will result in their competitive advantage. At Hanson Dodge Creative, we don’t just expect the brands we serve to climb to new leadership positions, we expect them to dominate their categories. Two waves of research have already been completed. The first wave was conducted in October 2007 and the second wave in February 2008. Given the timing, these two waves were conducted out of season for warmer weather sports, so we do expect to see some changes in participation rates in future waves of data collection.

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7Xekj 7Yj_l[ ?di_]^ji Lebkc[ Jme0 :_][ij J^h[[$ This digest explores the differences between the outdoor-oriented and fitness-oriented Active Lifestyle Consumer. We noted this dichotomy in our initial whitepaper (Be Real: A deeper understanding of how to reach the most profitable and most elusive target market in history – Active Lifestyle Consumers; December 2007). After delving further into the data, and looking at our second wave of research, we discovered the divide between these two groups is much greater than we initially thought. One of the best ways to see this difference is to look at the first question they are likely to ask themselves when they wake up. Our research suggests that the outdoor-oriented person asks, “What could I do today?” The fitness-oriented person asks, “What should I do today?” Understanding that this seemingly subtle distinction is really the harbinger to a significant marketing divide is critical to crafting effective messages that truly appeal to your target audience.

© 2008, Hanson Dodge, Inc. Reproduction Prohibited.

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;^icZhh kh# DjiYddg/ ild Y^hi^cXi b^cYhZih# The more than 1,800 active lifestyle respondents in our two waves of research fell into six categories based on their preferred activities. But, when we looked at personality traits, there were basically four broad categories: fitness-oriented, outdoor-oriented, bikers and walkers. Of these, the personalities of bikers and walkers tracked consistently with the entire sample of respondents. They tended to select the same answers as the group as a whole. The outdoor and fitness people, however, were different—not only when compared to the group as a whole, but also from each other. Look at it this way: If the entire group elected to go straight ahead, bikers and walkers would likely tag along, but the outdoor-oriented group would veer left and the fitness-oriented group would veer right. This pattern was repeated over and over throughout the survey responses. 8=6GI>C< I=: E6G69><B# The contrast between “fitness-oriented” and “outdoor-oriented” groups is outlined in the table below. E:GHDC6A>IN 8=6G68I:G>HI>8H# DJI9DDG

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Laid back

Driven

Enjoy life as it comes

Manage/direct life

Favorite activity seen as calming

Favorite activity seen as energizing

Focused on fun, adventure

Focused on health, living longer

Less educated

More educated

Lower income

Higher income

Group-oriented

Self-oriented

Participate to be relaxed, peaceful or serene

Participate to be focused or centered

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I]Z DjiYddg"Dg^ZciZY/ eaVcZi ZVgi] Vh V eaVn\gdjcY# Outdoor-oriented people identified their favorite activity as hiking, camping, boating, fishing or paddling. Their survey responses suggest that when they wake up, they’re raring to get on their cell phone, call someone up and get outdoors. They see life as an adventure and the earth as their playground. They approach life as something to be enjoyed and they pursue their activities to have fun, preferably with others. They are five times as likely as fitness-oriented people to do an activity just to be outside. Plus, they prefer to do their activity with buddies, rather than alone. They see education as important (half have attended college and 24% have four-year degrees), but their classroom is the great outdoors. Fewer than 10% have attended graduates school, which is well below both all respondents (19%) and their fitness-oriented friends (29%). As a result, they tend to make a little less money than their fitness-oriented friends, but by no means are they broke. The median income for this group is between $35,000 and $50,000. 9>7HJ 70 :E?D= J>?D=I M?J> <H?;D:I +, d[ i]Z djiYddg"dg^ZciZY egZ[ZggZY Yd^c\ i]Z^g VXi^k^i^Zh l^i] [g^ZcYh#

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I=: ;>IC:HH"DG>:CI:9/ DC 6 B>HH>DC# Fitness-oriented people identified their favorite activity as running or participating in aerobic/ fitness activities at a health or fitness clubs. They are laser focused. When they wake up they’re already prioritizing the things they need to do. They’re thinking ahead because they don’t want to get knocked off track by any curve balls life may throw at them that day. They approach life with determination and a sense of purpose. They may enjoy activities in which they participate, but their primary motivation is staying healthy, living longer or some other goal-oriented objective. Fitness-oriented people are three times as likely as their outdoor friends to stay active to manage health issues and twice as likely to say they feel healthier when doing their activity. Given their determination and self-motivation, it’s no surprise that they tend to be more educated and make more money than their outdoor friends. Half of fitness-oriented respondents graduated from college and 20% have earned graduate degrees. Their determination and education pays off: The median income for this group is $50,000 to $74,999, and 16% earn more than $100,000. 9>7HJ 90 9EBB;=; :;=H;;I *) d[ i]Z [^icZhh"dg^ZciZY ]VkZ jcYZg\gVYjViZ dg \gVYjViZ YZ\gZZh#

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I6>ADG I=: B6G@:I>C< B:HH6<:# Chances are, your brand appeals to one of these mindsets. But does your message hit your target audience head-on or does it glance off the side? With the help of empirical evidence from Active Insights, you can effectively refine your brand’s position, develop more authentic relationships with your customers and ultimately build lasting equity. <JHID 86B6G69:G>:# Outdoor-oriented people are more likely to respond to appeals that address a sense of adventure. They’re people people. They want to know what others think and are more than willing to join the crowd. They are more likely to respond to “common folkâ€? testimonials and word-of-mouth advertising. They don’t want to hear people tell them what to do. They want to do what other people are doing. HB6GI HDE=>HI>86I:9# Fitness-oriented people tend to be “lone wolves.â€? They’re not interested in “group think;â€? in fact, they look down on the pack mentality. They respond to intellectual appeals and to doing what is right. They rely on product reviews and the recommendations of experts. ;G>:C9H ;6B>AN ;>GHI# The outdoor-oriented are more likely to seek product advice from family and friends, yet the word-of-mouth of trusted advisors is an important resource for both groups. >IÉH <DI ID 7: DCA>C:# Everyone’s surfing the web to hunt down product information, but that doesn’t mean other marketing channels should be ignored. The outdoor-oriented are still drawn to television while the fitness-oriented tend to seek out third-party product reviews and information from online retailers. 9>7HJ :0 ?D<EHC7J?ED IEKH9;I 6[iZg ldgY"d["bdji]! ]ZgZÉh ]dl bZY^V WgZV`h Ydlc Vh Vc ^c[ajZcXZ ^c bV`^c\ V ejgX]VhZ YZX^h^dc#

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FJ6A>IN KH# EG>8:# Without question, quality and price are important priorities for both groups. However, fitness-oriented people are slightly more fixated on quality, while outdoor-oriented people are slightly more fixated on price. L=:G: I=:N H=DE# More than 60% of the respondents in the outdoor-oriented group shop at discount stores, which is significantly higher than both the fitness-oriented group and the sample as a whole. The fitness-oriented are more likely to purchase from full-line sporting goods store than the outdoor-oriented, but this may be a function of income. An earlier digest—The Outdoor Elite: Don’t Miss This Target (Volume Two: Digest One, April 22, 2008)—detailed how higher-income outdoor enthusiasts also tend to shop through specialty retailers. >C 8DC8AJH>DC# Active lifestyle enthusiasts share a common bond in wanting to be active, but beyond that they can think and act very, very differently. Nothing demonstrates this dichotomy better than comparing people who describe themselves “fitness-oriented” with people who describe themselves as “outdoor-oriented.” Everything’s different - from the way they approach life to the way they gather and process information. The fitness-oriented manage life; the outdoor-oriented ride the waves. The fitness-oriented tended to be lone wolves; the outdoor-oriented tend to be pack animals. The list goes on and one, but the message is clear: Understanding the differences, and knowing which of the two you’re trying to reach, is critical for motivating your audience.

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6Wdji =Vchdc 9dY\Z 8gZVi^kZ# Hanson Dodge Creative is America’s leading design, branding and integrated communications firm focused on the Active Lifestyle Consumer. We offer a wide range of strategic and creative services, including brand planning, marketing communications consultation and innovative technology solutions. Over 60 planners, marketers, researchers, designers and artists deliver insightful strategies, inspired design and maximum impact to an international portfolio of active lifestyle brands including Trek Bicycle Corporation, Burton Snowboards, Horizon Fitness, Johnson Outdoors, the Wisconsin Department of Tourism and Wolverine. 67DJI 68I>K: >CH><=IH# Active Insights is industry-leading research and analysis dedicated to demystifying the most elusive and most profitable target market in history—the Active Lifestyle Consumer. It is developed and produced by Hanson Dodge Creative, administered by Gluskin Townley Group and vetted by DP Research Solutions. 8DCI68I JH# Want to share a comment on this research? Learn more about it and Active Insights? Subscribe to Active Insights and receive whitepapers and digests throughout the year. Hanson Dodge Creative also can help you craft a custom research program that uncovers the motivations and desires of your target audience.

8hWdZi m[Êl[ meha[Z m_j^0 Burton Snowboards CycleOps Power Trainers Eureka! Extrasport Harley-Davidson Horizon Fitness Humminbird Johnson Outdoors LeMond Racing Cycles Lendal Paddles Necky Kayaks Ocean Kayak Old Town Canoes & Kayaks Saris Cycling Group SRAM Trek Bicycle Corp. Volkswagen Wolverine Yakima 180’s

For a deeper dive into the minds of Active Lifestyle Consumers as well as the methodology behind Active Insights, subscribe to our free whitepaper at http://research.hansondodge.com.

Online: research.hansondodge.com Phone: 414-347-1266 Email: research@hansondodge.com Hanson Dodge Creative 220 East Buffalo Street Milwaukee, Wisconsin 53202

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