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THE TRIATHLON BIZCAST

We deliver stories, expertise experiences from the top business owners in the triathlon industry, so that other business owners can learn how to succeed and by doing so, grow the reach of the sport.

Episode 009: A Look At The Endurance Sport Social Analytics Report

By Nate Riggs on May 4, 2018 5:15:33 PM |

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Multisport research recently published the 2018 Endurance Sport Social Analytics report.

The report is all about creating benchmarks so that brands can know how well they're doing against competitors or overall in the multisport landscape.

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MultiSport Research (MSR) was founded by Gary Roethenbaugh, MSR’s Managing Director, in 2010. Gary is a law graduate with over 20 years’ experience in commercial consulting & investigations, research and analysis. Before founding MSR, he was the Market Development Director at Zenith International Lt and has amassed extensive experience of the endurance sport industry. 

No small accomplishment, Gary is also a two-time IRONMAN finisher.

Kate Morefield is currently the North America Director of MSR. She has previously worked as the Research and Development Engineer for Mizuno and she spent almost 14 years working with Coca-Cola as the Process Improvement Team Leader, Business Innovation Leader, Category Development Manager, and eventually as a contractor for business projects. 

Kate is also a passionate IRONMAN triathlete (9 IMs so far, more to come!) with 20+ years of business experience providing business strategy, marketing, and research expertise to drive company growth. 

Together, along with a team of freelance analysts in a variety of countries - with extensive experience and language capabilities, they make up MultiSport Research.

WHAT DOES MULTISPORT RESEARCH DO?

multisport research reportMultiSport Research (MSR) is a specialist research and consulting firm to the triathlon and endurance sport industries.

After starting a blog that became the dedicated information site for the international endurance sport industry, Gary founded MSR after receiving so many research inquiries for multisport research. MultiSport Research has a single mission: "to be the most successful, creative, and ground-breaking consulting agency for the international endurance sport industry." 

 

To help the multisport industry continue its path to growth, MSR offers a wide range of services – from consumer and market research to economic impact studies around events, product and consumer segmentation, pricing analyses, new product development, branding and strategy.

In early April, MSR released the Endurance Sport Social Analytics report, which details how endurance sport brands are using social media.  The report goes as far as to provide analytics that have helped to establish benchmarks for the industry. 

Understanding The Endurance Sport Social Analytics Report

MSR wanted to offer something that would help the industry and help organizations and brands become more sophisticated and follow successful business trends with innovative insights. Thus, the ESSA was born. 

By looking at over 720 endurance companies (and the list is growing every month), MSR looked at key performance indicators across a variety of platforms and dug into the top posts from each.

the endurance sport social analytics report

The report is all about creating benchmarks so that brands can know how well they're doing against competitors or overall in the landscape.  One quote that Gary mentioned was from Warren Buffet that reads, "Only when the tide goes out, do you know who's been swimming naked."

Basically, you're in a vulnerable position as a brand if you dont understand whats going on in your industry. Brands can even look at non-competitors just to assess what they're doing on social media and try to emulate things that they really like from brands outside of their competition. 

Gary and Kate couldn't share all of their insights from the report, but some emerging trends showed gear manufacturers from bikes to wetsuits getting the largest results in terms of size and audience, coaches were seeing higher engagement rates, and media brands had higher post volume.


If you're interested in finding the full reports, click here. 


The Analogy That Explains It All

According to Kate, the importance of this report can really be conveyed with a simple analogy. Brands need to treat their business as they would for their A race.

The Race = Your Business Goals

Your Training = Your Business Plan

Knowing The Course = Knowing Your Competition

If you dont know who is out there and what they're doing, how can you compare and prepare yourself to end up on that platform when the race is over? 


 
That's it for this episode of The Triathlon BizCast. Be sure to listen to Gary and Kate's full episode to learn more about the Endurance Sport Social Report, the trends that have started to emerge from that report, and how your brand can benefit from having these benchmarks. 

Have someone in mind that we should interview on the show?
Drop their name in the comments below!

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About The Triathlon BizCast

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Triathlon Bizcast is the very first triathlon podcast that brings you real stories from today's top endurance sports business owners who are working to grow the sport of triathlon.

Each week our goal is to bring you stories, expertise, and experiences from today’s top business owners in the triathlon industry. Our interviews will run about 20-30 minutes in length – the perfect length for your training runs, short hit rides or even your daily commute to the office.

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HFP Racing

Founded in 1988, HFP Racing has been growing the reach of triathlon by serving families in the multisport community for more than 25 years. The Fit Family Series is America’s longest running multisport series, and features seven summer weekend events that offer a Kidz Triathlon & Duathlon on Saturday followed by a mini, sprint & Olympic distance triathlon and duathlon on Sunday

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Nate Riggs

Written by Nate Riggs

Nate Riggs is the Founder and CEO of NR Media Group, a Certified HubSpot Partner and inbound consulting firm. He leads a team of experienced strategists, content marketers, creatives and technologists that help organizations deploy and use HubSpot’s marketing, sales, and service software to operate more efficiently and accelerate growth. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program. Nate regularly presents keynotes and workshops at top industry conferences like INBOUND, Content Marketing World and Oracle’s Modern CX. In 2017, Nate was recognized by HubSpot for his contributions to the development of the HubSpot Education Partner Program.
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