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Consumer Outlook Sports/Fitness 2007 Rob Tregenza Sr. Director, Consumer Strategist Transportation and Sports/Fitness Corinne Asturias Sr. Director, Consumer Strategist Boomers and Home/Garden

To understand sports and fitness today, look across categories for the influences changing the quest to look and feel great. From designer fashion collaborations to advanced materials and innovations that give consumers peace-of-performance mind, the industry continues to redefine its ability to sell lifestyle to active and not-so-active consumers. Nutritional advances and tech tools give amateurs access to the performance boosters previously reserved for the pros. Tech like GPS and broader WiFi zones are expanding the playing field. Marketers and brands need to keep improving approachability and integration (social interaction and tech being main vehicles) to bring reluctant couch and workstation potatoes onboard. Sports/Fitness today

sporting gear and activity (professional, recreational), fitness gear and innovations (home, gym), outdoor gear and experiences, sports-related nutrition and performance enhancements What we track

Integration nation Integrated approaches make for better fitness results. Mainstreaming trend

Nike and iPod Apple.com/iPod/Nike images Observation

Geek-a-Cycle SlimGeek.com image Observation

While home offices are the most popular specialty room for the second year in a row, requests for fitness rooms increased 3%, while hobby and game-room requests decreased 5%. American Institute of Architects’ Home Design Trends Survey, Interior Design

Torquing SM Macrotrend Torquing SM turns it up a notch: Performance is style and style is performance. The prize goes to things, places, ideas and experiences that deliver maximum impact.

Torquing SM Macrotrend convergence performance innovation style adventure

Gen X Boomers Families Demographic hotspots

Peer training Bridal boot camps What’s working

Sports and fitness boundaries will continue to do more than blur; they’ll mash. Exercise will become an increasingly meaningful activity that improves health and wellness on many levels, creating demand for products and services that genuinely motivate consumers to reach their individual goals. Innovations in equipment, programs, nutrition and gear will continue to make sports and exercise more fun and engaging, as well as less painful. And as in so many other categories, design, technology and personal application will continue to be the killer combo for the sports and fitness future. Future forward

In the interest of health and weight management, consumers want to blend their active and not-so-active worlds. And unless it’s ultimate fighting, forget about pain to gain. Today’s work/life-blending consumers want convenience, fun and efficiency in their time-starved lives — and, of course, the reward of tangible results. Key takeaway

Watch list Fantasy-reality sports crossover Culture + Art = Fitness Putting fun in the mix again Really smart gear Sports recreation travel Super-active Boomers Gyms replacing the golf course Performance information aggregation Trail-running surge

Rob Tregenza Sr. Director, Consumer Strategist Transportation and Sports/Fitness Corinne Asturias Sr. Director, Consumer Strategist Boomers and Home/Garden