Title: Who takes part in triathlon? An application of lifestyle segmentation to triathlon participants

Authors: Pamela Wicker; Kirstin Hallmann; Joachim Prinz; Daniel Weimar

Addresses: Department of Tourism, Leisure, Hotel and Sport Management, Griffith University, Nathan Campus, 170 Kessels Road, Nathan Queensland 4111, Australia ' Institute of Sport Economics and Sport Management, German Sport University Cologne, Am Sportpark Muengersdorf 6, Cologne 50933, Germany ' Department of Managerial Economics, University of Duisburg-Essen, Lotharstrasse 53, 47057 Duisburg, Germany ' Department of Managerial Economics, University of Duisburg-Essen, Lotharstrasse 53, 47057 Duisburg, Germany

Abstract: Triathlon has grown and therefore it is important for managers and marketers of triathlon events to know more about their participants. The purpose of this study is to investigate the characteristics of triathlon participants and segment the overall market into smaller segments of consumers. Data on the behaviour, psychographics (lifestyle), and demographics of triathletes was collected by means of an online survey in Germany (n = 786). Lifestyle segmentation was undertaken using a k-means cluster analysis which suggested three clusters. They were labelled serious pursuiters, sport lovers, and socialisers depending on the activities and interests they have in their leisure time. The chi²-test revealed significant differences among clusters in terms of age, gender, years of participation, time of practice, and expenditure. The findings have implications for several stakeholders and allow them to specifically target different groups of triathlon participants.

Keywords: consumer behaviour; consumer segmentation; cluster analysis; lifestyle segmentation; triathlon participants; psychographics; sport participation; active sport consumption; triathlons; Germany; demographics; triathletes; triathlete behaviour; age; gender; participation; practice; expenditure.

DOI: 10.1504/IJSMM.2012.051246

International Journal of Sport Management and Marketing, 2012 Vol.12 No.1/2, pp.1 - 24

Received: 30 Sep 2011
Accepted: 16 Jan 2012
Published online: 31 Jul 2014 *

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