OBJECTIVE:
WHO’S RIDING?
Examine the segments/lifestyles/attitudes/
A segmented glance of the mountain biking category.
values for the category of mountain bikers. Discover a communication strategy that could help potential marketers reach these consumers.
THE CASUAL RIDER -- Most prevalent across the category. -- Prefer trails that are with in a 10-15 mile radius of their local.
METHODOLOGY:
Primary Research Focus group Online survey
Secondary Research Blogs Web-forums Magazines Industry news
-- Usually prefer terrain with only moderate difficulty, speed, and risk. -- Ages range from 24-54, with the older age group representing a larger portion of the segment. -- Typically willing to spend between $1,000 - $2,000 for their bikes and accessories. -- When purchasing bikes, they seek comfort and functionality over weight and performance. -- Ride 1-2 times a week, primarily for fun/enjoyment/socializing followed closely by health/fitness.
“Ride to break the monotony.”
THE EPIC RIDER -- Seek/plan multi-day trips, riding on trails outside of their local park system.
THE FIERCE COMPETITOR -- Willing to travel out of state in search of an epic adventure. -- Typically more experienced riders, with an average age range between 24 – 35 years old. -- Prefer a varied mix of technical terrain, long climbs, and sweeping down-hills makes this group smile. -- Spend a larger portion of their income on bikes/accessories and travel expenses.
“Ride to see where they can go”.
–– Train on their local XC trails. –– Ride 4 - 5 times a week. –– Age ranges from 24 – 54 years old. –– Typically sponsored by a recognized manufacturer. –– Prefer the latest and lightest, high performance gear. Price isnt usually a factor. –– Riding for these individuals represents a way of life. –– Fun/enjoyment/socializing are irrelevant to this group – they ride for strength training and endurance.
“Ride to win.” THE ADRENALIN JUNKY –– Down-hill and free-ride are the preferred mode of riding. –– Seek high-speed, white-knuckle descents and big-air drops. –– Usually younger with an age range from 24yrs old an under. –– Searching for the thrill and euphoria created by high risk riding. Health/fitness is only a secondary benifit.
“Ride to see what they can do”.