Running Insight Running Insight VO3 NO12 : Page 4

Today’s Running Consumers Bart Yasso of Runner’s World Paints Picture Tells attendees at The Footwear Event that three distinct consumer types have different buying behaviors T here is a great deal of discussion about “the Running consumer,” but today’s running market is actually made up of a number of different consumer types with very different needs, behaviors and shopping patterns. That was the message delivered by Bart Yasso of Runner’s World at The Footwear Event this past week in Chicago. Yasso’s remarks came during a special Running MBA program, which sought to educate retailers in all different channels about the growth in running. Yasso’s presentation focused on three different consumer types: “the newbie” , the “working mom” , and the “ health and fitness runner. ” The “newbie,” who Yasso identified by the name of Ned is “generally motivated to take up running by a single event, whether it’s a doctor’s recommendation, a relationship break-up, a big birthday, or just a look in the mirror.” Yasso said this newcomer to the sport is “likely to turn to a friend or peer for recommendations on shoes, where to shop and how to get started with training or routines.” “The Newbie is least loyal in terms of brands or where they shop,” Yasso told the retailers in attendance. “As a result, the newbie may be timid and or intimidated when entering your store for the first time. They could be intimidated by a techy environment or a run specialty environment where everyone is skinny and a ‘real runner’. This is the shopper who truly is the deer in the headlights.” Bart Yasso’s video presentations were delivered at the Footwear Event this past week in Chicago. RUNNING INSIGHT TM © 2011 Formula4Media, LLC. Published twice each month, is edited for owners and top executives at running specialty stores and available only via email. The opinions by authors and contributors to Running Insight are not necessarily those of the editors or publishers. Articles appearing in Running Insight may not be reproduced in whole or in part without the express permission of the publisher. To have your name added to the circulation list, please send an email to msullivan@formula4media.com. Formula4Media, LLC, P.O. Box 23-1318, Great Neck, NY 11023. Tel: 516-305-4710. Publisher: Troy Leonard, tleonard@formula4media.com; Advertising: Jeff Nott, jnott@formula4media.com; Jeff Gruenhut, jgruenhut@formula4media.com; Troy Leonard, tleonard@formula4media.com; Beth Gordon, bgordon@formula4media.com. 4 WWW.RUNNINGINSIGHT.COM • © 2011 FORMULA4MEDIA LLC.

Today's Running Consumers

Bart Yasso of Runner’s World Paints Picture Tells attendees at The Footwear Event that three distinct consumer types have different buying behaviors There is a great deal of discussion about “the Running consumer,” but today’s running market is actually made up of a number of different consumer types with very different needs, behaviors and shopping patterns. That was the message delivered by Bart Yasso of Runner’s World at The Footwear Event this past week in Chicago. Yasso’s remarks came during a special Running MBA program, which sought to educate retailers in all different channels about the growth in running. Yasso’s presentation focused on three different consumer types: “the newbie”, the “working mom”, and the “health and fitness runner.” The “newbie,” who Yasso identified by the name of Ned is “generally motivated to take up running by a single event, whether it’s a doctor’s recommendation, a relationship break-up, a big birthday, or just a look in the mirror.” Yasso said this newcomer to the sport is “likely to turn to a friend or peer for recommendations on shoes, where to shop and how to get started with training or routines.” “The Newbie is least loyal in terms of brands or where they shop,” Yasso told the retailers in attendance. “As a result, the newbie may be timid and or intimidated when entering your store for the first time. They could be intimidated by a techy environment or a run specialty environment where everyone is skinny and a ‘real runner’. This is the shopper who truly is the deer in the headlights.” Yasso’s advice to retailers on serving the newbie: Your first goal is to get the newbie into shoes and maybe a pair of shorts. After that you can sell him or her anything and everything. Likely to buy gimmicky product and experiment. No problem spending, especially at the beginning. Great target for education and clinics. Product knowledge will create that “aha” moment which will spark greater zeal for running and spending on their new activity. Yasso spent a good deal of his presentation focused on the “working mom runner”, who he identified by the name Maureen. “Running is an important part of her life and ‘getting the run in’ is critical,” Yasso said. “She often runs before work when the sun is just coming up, so this woman is a prime consumer for reflective product.” “Maureen” and other working moms are also pressed for time, so her shopping time is limited and structured, Yasso said. “She is likely to shop for herself when she’s also shopping for her kids or husband so she’s as likely to shop in a full-line sports store as she is at run specialty.” Yasso said working moms are also prime apparel consumers and are likely to respond to stores that are easy to shop and do a good job Merchandising apparel. Other key points about Maureen, according to Yasso: “Running provides a strong social connection with other women. They like to be goal oriented and training for a race most likely a Half Marathon is a likely goal.” 59% of Half Marathoners are women. Half marathon is the fastest growing distance race in the country and halfs are good for working moms because they can “fit in” the training for that race. “Mom” is an important part of working mom. Likely to participate in Mother-daughter or Mother-son races.Merchandising around Pregnancy- Maternity is an opportunity as well. The ‘Health & Fitness Runner,’ who Yasso referred to as Dick & Jane, is the most likely to shop run specialty. This runner, Yasso said, engages in other activities and sports, but running is their primary activity. The Health and Fitness consumer runs four days a week, 20 miles a week, 11 months out of the year. “They run to stay in shape, relieve stress, have fun and “do something for myself,” Yasso said referring to RW research. Other significant information about this runner, according to Yasso: 54% are in training programs. Three top “Most likely to purchase” venues are run specialty, online and full-line sporting goods. Three top influences: Salesperson, other runners and “article I read.” Has three pair of shoes in current running rotation. Top brands are: ASICS, Nike and New Balance. Very influential to other runners. This is the runner “Ned” talks to when getting started.

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