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Action and Extreme Sports - US - March 2011

While definitions of extreme and action sports vary, based on the definitions for this report, in the U.S. about 118 million people aged 6 and older participated in one or more action and extreme sports at least once in 2009. Retail sales of action and extreme sports equipment and accessories covered in this report increased 8.8% in 2010, reaching $2.4 billion, according to an analysis of data from SnowSports Industries America RetailTRAK by the Leisure Trends Group. Snow sports accounted for about half of retail sales; specialty retailers account for the majority of action and extreme sports equipment and accessory sales.

Action and extreme sports participants are more likely to be male and young (aged 6-24), and to live in higher income households. They also are more likely to have unusual personality characteristics: they consider themselves unconventional, enjoy traveling the unbeaten path, and like to take risks.

Analysis and insights offered in this report include:

  • Sales of equipment and accessories
  • Participation rates by sport
  • An exploration of how leading manufacturers are marketing and advertising their products and reaching their core target markets. The report covers the role of traditional advertising methods, star athletes, corporate sponsors, the web and social media
  • Sales by channel for equipment and accessories for major sports, and stores shopped by extreme sports participants
  • The extent to which individual extreme sports participants seem to be engaged across a range of sports/activities
  • The extent of participation by adults, teens and kids, exploring demographics that represent the core market
  • Spend on equipment, attitudes to buying and buying behavior, and key influencers
  • In-depth coverage of action and extreme sports participants’ preferences, attitudes and habits

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Participant data
              • Consumer survey data
                • Outdoor Recreation Participation Report 2010
                  • Advertising creative
                    • Abbreviations and terms
                      • Abbreviations
                        • Terms
                        • Executive Summary

                          • Action/extreme sports a $2.4 billion industry in 2010
                            • Adventure racing, triathlon participation and snowshoeing grow
                              • Youth, wealth, and unconventional personality drive the market
                                • Specialty retailers are strongest distribution channel
                                  • Branded, niche companies in each segment
                                    • Pro teams, star athletes, and social media promote brands and sports
                                      • Fewer than 10% of adults participate in most action or extreme sports
                                        • Key demographics: men, adults 18-24, and higher-income households
                                          • Many engage in more than one action/extreme sport
                                            • Friends and family influence participation
                                            • Insights and Opportunities

                                              • Extend the sport
                                                • Broaden the market to Baby Boomers
                                                  • Make participation more affordable and accessible
                                                    • The family that plays together, stays together
                                                      • Create more branded camps for kids, teens, and adults
                                                      • Inspire Insights—Trend: Sense of the Intense

                                                        • Market Size and Segmentation

                                                          • Key points
                                                            • Sales
                                                              • Overview
                                                                • Figure 1: Retail sales of action and extreme sports equipment and accessories, segmented by type, 2009-10
                                                              • Seasonal sales of snow sports equipment and accessories
                                                                • Figure 2: Seasonal sales of snow sport equipment and accessories, 2007-11
                                                              • Participation
                                                                • Participation in action and extreme sports by age
                                                                  • Figure 3: Action and extreme sports participation, by age, 2007-09
                                                                • Participation by segment
                                                                  • Figure 4: Action and extreme sports participation, age 6 and older, 2007-09
                                                                • Youth participation by segment
                                                                  • Figure 5: Action and extreme sports participation for youths aged 6-17, 2007-09
                                                                • Participation by sport ages 6 and older
                                                                  • Snow sports
                                                                    • Figure 6: Snow sports participation, age 6 and older, 2007-09
                                                                  • Other
                                                                    • Figure 7: Other action and extreme sports participation, age 6 and older, 2007-09
                                                                  • Other water sports
                                                                    • Figure 8: Other water sports participation, age 6 and older, 2007-09
                                                                  • Paddle sports
                                                                    • Figure 9: Jeep, I live, I ride, I am, television ad, August 2010
                                                                    • Figure 10: Subaru, Lincoln Else feels at peace in nature, television ad, December 2010
                                                                    • Figure 11: Paddle sports participation, age 6 and older, 2007-09
                                                                  • Wheel sports
                                                                    • Figure 12: Wheel sports participation, age 6 and older, 2007-09
                                                                  • Diving/snorkeling
                                                                    • Figure 13: Diving/snorkeling participation, age 6 and older, 2007-09
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Youth
                                                                      • Figure 14: Population, by age, 2006-16
                                                                    • Wealth
                                                                      • Figure 15: Household income distribution, 2009
                                                                    • Marching to the beat of their own drum
                                                                      • Figure 16: Traits of action and extreme sports participants, July 20090-September 2010
                                                                    • Traits most common among men, the young, and the well off
                                                                      • Figure 17: Degree of participation in selected action and extreme sports, July 2009-September 2010
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Action and extreme sports enthusiasts turn to specialty retailers
                                                                        • Figure 18: Retail sales of snow sports and paddle sports equipment and accessories, by retail channel, 2009-10
                                                                      • Snow sport sales by channel
                                                                        • Figure 19: Retail sales of snow sports, by retail channel, 2009-10
                                                                      • Paddle sport sales by channel
                                                                        • Figure 20: Retail sales of paddle sports equipment and accessories, by retail channel, 2009-10
                                                                      • Dick’s Sporting Goods and Sports Authority are the leading chains
                                                                        • Figure 21: Leading sports retail chains among action and extreme sports participants, July 2009-September 2010
                                                                    • Leading Companies

                                                                      • Key points
                                                                        • Leading skiing/snowboarding equipment companies
                                                                          • Burton Snowboards
                                                                            • Forum
                                                                              • Head
                                                                                • K2
                                                                                  • LIB Technologies
                                                                                    • Rome Snowboard Design Syndicate (Rome SDS)
                                                                                      • Rossignol
                                                                                        • Leading skateboarding equipment companies
                                                                                          • Element
                                                                                            • Flip
                                                                                              • Plan B
                                                                                                • Zero Skateboards/Black Box
                                                                                                  • Leading bicycle equipment companies
                                                                                                    • Cannondale
                                                                                                      • Giant
                                                                                                        • Trek
                                                                                                          • Leading surfing equipment companies
                                                                                                            • Hansen Surfboards
                                                                                                              • Surftech
                                                                                                                • Leading kayaking equipment companies
                                                                                                                  • Dagger
                                                                                                                    • Wave Sport
                                                                                                                      • Wilderness Systems
                                                                                                                      • Marketing Strategies

                                                                                                                        • Key points
                                                                                                                          • Overview
                                                                                                                            • Traditional advertising
                                                                                                                              • Figure 22: Burton snowboards, television ad, March 2010
                                                                                                                              • Figure 23: Cannondale, My bike will fight with me, television ad, May 2010
                                                                                                                              • Figure 24: Win your dream bike, Lance's Madone, Speed Concept, television ad, July 2010
                                                                                                                            • Brand and power of star athletes
                                                                                                                              • Corporate sponsors and advertisers
                                                                                                                                • Figure 25: Companies and brands recalled as sponsoring action and extreme sports, December 2010
                                                                                                                                • Figure 26: Companies and brands recalled as advertising on TV during action and extreme sports, December 2010
                                                                                                                                • Figure 27: Incidence of not recalling any brands or companies sponsoring or advertising on TV during action and extreme sports, by gender, December 2010
                                                                                                                                • Figure 28: Incidence of not recalling any brands or companies sponsoring or advertising on TV during action and extreme sports, by age, December 2010
                                                                                                                              • Use of the web and social media
                                                                                                                              • Participation in Selected Action and Extreme Sports

                                                                                                                                • Key points
                                                                                                                                  • Trends in participation
                                                                                                                                    • Figure 29: Trends in participation in selected action and extreme sports, 2004-10
                                                                                                                                  • Men are more likely to participate in action and extreme sports
                                                                                                                                    • Figure 30: Participation in selected action and extreme sports, by gender, July 2009-September 2010
                                                                                                                                  • Adults 18-24 most likely to participate; adults 35-44 lead in some sports
                                                                                                                                    • Figure 31: Participation in selected action and extreme sports, by age, July 2009-September 2010
                                                                                                                                  • Not surprisingly, higher-income adults more likely to participate
                                                                                                                                    • Figure 32: Participation in selected action and extreme sports, by household income, July 2009-September 2010
                                                                                                                                  • Degree of participation
                                                                                                                                    • Figure 33: Degree of participation in selected action and extreme sports, July 2009-September 2010
                                                                                                                                • Do Action and Extreme Sports Participants Engage in Multiple Sports?

                                                                                                                                  • Key points
                                                                                                                                    • Most action and extreme sportsmen participate in multiple sports
                                                                                                                                      • Figure 34: Cross tabulation of participation in selected action and extreme sports, part 1, July 2009-September 2010
                                                                                                                                      • Figure 35: Cross tabulation of participation in selected action and extreme sports, part 2, July 2009-September 2010
                                                                                                                                  • Participation in Action and Extreme Sports by Teens and Kids

                                                                                                                                    • Key points
                                                                                                                                      • Overview
                                                                                                                                        • Figure 36: Participation in action and extreme sports by teens and kids, December 2010
                                                                                                                                      • Teen participation
                                                                                                                                        • Figure 37: Participation in action and extreme sports by teens, by household income, December 2010
                                                                                                                                      • Teens in larger families more likely to participate in action and extreme sports
                                                                                                                                        • Figure 38: Participation in action and extreme sports by teens, by number of children in household, December 2010
                                                                                                                                      • Urban wealth trumps space to play in rural areas
                                                                                                                                        • Figure 39: Participation in action and extreme sports by teens, by urban status, December 2010
                                                                                                                                      • Kids’ participation
                                                                                                                                        • Figure 40: Participation in action and extreme sports by kids, by household income, December 2010
                                                                                                                                      • The more the merrier
                                                                                                                                        • Figure 41: Participation in action and extreme sports by kids, by number of children in household, December 2010
                                                                                                                                    • Level of Interest in Watching Action and Extreme Sports

                                                                                                                                      • Key points
                                                                                                                                        • Overview
                                                                                                                                          • Figure 42: Incidence of watching select action and extreme sports games/championships, December 2010
                                                                                                                                        • Men more likely to watch action and extreme sports
                                                                                                                                          • Figure 43: Any viewing of action and extreme sports on TV in past year, by gender, December 2010
                                                                                                                                        • Adults 18-34 most likely to watch these events
                                                                                                                                          • Figure 44: Any viewing of action and extreme sports on TV in past year, by age, December 2010
                                                                                                                                      • Media Consumption by Action and Extreme Sports Participants

                                                                                                                                        • Key points
                                                                                                                                          • Action and extreme sports participants more likely to read or look at related magazines
                                                                                                                                            • Action and extreme sports participants spend less time watching ESPN
                                                                                                                                              • Figure 45: Select magazine readership and TV viewing by participation in selected action and extreme sports, part 1, July 2009-September 2010
                                                                                                                                              • Figure 46: Select magazine readership and TV viewing by participation in selected action and extreme sports, part 3, July 2009-September 2010
                                                                                                                                          • Equipment, Spending and Attitudes About Buying

                                                                                                                                            • Key points
                                                                                                                                              • Spend in past year
                                                                                                                                                • Figure 47: Spend on equipment for action and extreme sports in last year, December 2010
                                                                                                                                              • Views on buying equipment
                                                                                                                                                • Men more actively interested in action and extreme sports equipment
                                                                                                                                                  • Figure 48: Views on buying equipment for action and extreme sports, by gender, December 2010
                                                                                                                                                • Used equipment more popular with low-income households
                                                                                                                                                  • Figure 49: Views on buying equipment for action and extreme sports, by household income, December 2010
                                                                                                                                                • Impact of friends
                                                                                                                                                  • Social aspect bolsters participation
                                                                                                                                                    • Men value the opinions of their friends regarding equipment
                                                                                                                                                      • Figure 50: role of friends and family in action and extreme sports participation and purchases, by gender, December 2010
                                                                                                                                                  • Attitudes and Opinions on Action and Extreme Sports

                                                                                                                                                    • Key points
                                                                                                                                                      • Adults 18-34 more actively involved in extreme sports-related activities
                                                                                                                                                        • Figure 51: Attitudes and opinions regarding action and extreme sports, by age, December 2010
                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Participation
                                                                                                                                                          • Figure 52: Participation in selected action and extreme sports, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                        • Participation in action and extreme sports by teens and kids
                                                                                                                                                          • Figure 53: Participation in action and extreme sports by teens, by race/Hispanic origin, December 2010
                                                                                                                                                          • Figure 54: Participation in action and extreme sports by kids, by race/Hispanic origin, December 2010
                                                                                                                                                        • Level of interest in watching action and extreme sports
                                                                                                                                                          • Figure 55: Any viewing of action and extreme sports on TV in past year, by race/Hispanic origin, December 2010
                                                                                                                                                        • Attitudes and opinions regarding action and extreme sports
                                                                                                                                                          • Figure 56: Attitudes and opinions regarding action and extreme sports, by race/Hispanic origin, December 2010
                                                                                                                                                      • Cluster Analysis

                                                                                                                                                          • Watchers and doers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Fickle, family-friendly
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Extremely disinterested
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                    • Figure 57: Action and extreme sports clusters, December 2010
                                                                                                                                                                                    • Figure 58: Any viewing of action and extreme sports on TV in past year, by action and extreme sports clusters, December 2010
                                                                                                                                                                                    • Figure 59: Attitudes and opinions regarding action and extreme sports, by action and extreme sports clusters, December 2010
                                                                                                                                                                                    • Figure 60: Participation in action and extreme sports, by action and extreme sports clusters, December 2010
                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                    • Figure 61: Action and extreme sports clusters, by gender, December 2010
                                                                                                                                                                                    • Figure 62: Action and extreme sports clusters, by age, December 2010
                                                                                                                                                                                    • Figure 63: Action and extreme sports clusters, by household income, December 2010
                                                                                                                                                                                    • Figure 64: Action and extreme sports clusters, by race, December 2010
                                                                                                                                                                                    • Figure 65: Action and extreme sports clusters, by Hispanic origin, December 2010
                                                                                                                                                                                    • Figure 66: Action and extreme sports clusters, by marital status, December 2010
                                                                                                                                                                                    • Figure 67: Action and extreme sports clusters, by education, December 2010
                                                                                                                                                                                    • Figure 68: Action and extreme sports clusters, by employment, December 2010
                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                    • Participation by Mosaic groups
                                                                                                                                                                                        • Figure 69: Participation in selected action and extreme sports, by Mosaic group, part 1, July 2009-September 2010
                                                                                                                                                                                        • Figure 70: Participation in selected action and extreme sports, by Mosaic group, part 2, July 2009-September 2010
                                                                                                                                                                                      • Impact of gender, children and household income on buying behavior
                                                                                                                                                                                        • By gender/presence of children
                                                                                                                                                                                            • Figure 71: Views on buying equipment for action and extreme sports, by gender and presence of children, December 2010
                                                                                                                                                                                          • Gender by household income
                                                                                                                                                                                              • Figure 72: Views on buying equipment for action and extreme sports, by gender and household income, December 2010
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                            • Participation in selected action and extreme sports
                                                                                                                                                                                              • Figure 73: Participation in selected action and extreme sports, by region, July 2009-September 2010
                                                                                                                                                                                              • Figure 74: Participation in selected action and extreme sports, by gender and age, July 2009-September 2010
                                                                                                                                                                                              • Figure 75: Participation in action and extreme sports by kids, by urban status, December 2010
                                                                                                                                                                                            • Level of interest in watching action and extreme sports
                                                                                                                                                                                              • Figure 76: Any viewing of action and extreme sports on TV in past year, by household income, December 2010
                                                                                                                                                                                              • Figure 77: Any viewing of action and extreme sports on TV in past year, by marital status, December 2010
                                                                                                                                                                                              • Figure 78: Any viewing of action and extreme sports on TV in past year, by presence and number of children, December 2010
                                                                                                                                                                                              • Figure 79: Any viewing of action and extreme sports on TV in past year, by level of education, December 2010
                                                                                                                                                                                              • Figure 80: Any viewing of action and extreme sports on TV in past year, by urban status, December 2010
                                                                                                                                                                                            • Views on buying equipment
                                                                                                                                                                                              • Figure 81: Views on buying equipment for action and extreme sports, by age, December 2010
                                                                                                                                                                                              • Figure 82: Views on buying equipment for action and extreme sports, by presence and number of children, December 2010
                                                                                                                                                                                              • Figure 83: Views on buying equipment for action and extreme sports, by urban status, December 2010
                                                                                                                                                                                            • Impact of friends
                                                                                                                                                                                              • Figure 84: Views on buying equipment and impact of friends for action and extreme sports, by presence and number of children, December 2010
                                                                                                                                                                                              • Figure 85: Views on buying equipment and impact of friends for action and extreme sports, by urban status, December 2010
                                                                                                                                                                                              • Figure 86: Views on buying equipment and impact of friends for action and extreme sports, by gender and presence of children, December 2010
                                                                                                                                                                                            • Attitudes and opinions on action and extreme sports
                                                                                                                                                                                              • Figure 87: Attitudes and opinions regarding action and extreme sports, by presence and number of children, December 2010
                                                                                                                                                                                              • Figure 88: Attitudes and opinions regarding action and extreme sports, by urban status, December 2010
                                                                                                                                                                                              • Figure 89: Attitudes and opinions regarding action and extreme sports, by gender, December 2010
                                                                                                                                                                                              • Figure 90: Attitudes and opinions regarding action and extreme sports, by household income, December 2010
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • American Hardware Manufacturers Association
                                                                                                                                                                                            • Dorel Industries Inc.
                                                                                                                                                                                            • Hewlett-Packard Company
                                                                                                                                                                                            • Home Improvement Research Institute
                                                                                                                                                                                            • National Sporting Goods Association
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics

                                                                                                                                                                                            Action and Extreme Sports - US - March 2011

                                                                                                                                                                                            £3,199.84 (Excl.Tax)