Sports Marketing Surveys (SMS) plans to offer a new interactive dashboard tool to its 2020 U.S. sports participation data, produced on behalf of the Sports and Fitness Industry Association (SFIA). The data for the industry comes from the Physical Activity Council of which SFIA is a founding partner.
The dashboard is targeted at retailers, brands and federations who purchase multiple sports reports and wish to more quickly and flexibly compare findings across those sports.
The online tool will allow users to compare participation trends across multiple sports and activities. Views compare sports on a topline basis and within demographic sub-categories, making it easier, for example, to analyze sports participation among women aged under 35, or among those who earn over $50,000. The tool shows the last five years of data.
Toggles will allow buyers to switch specific sports and activities on and off to customize views.
Users can also export a view in excel or jpg format for inclusion in marketing plans, strategy discussions and reports. The project is a collaboration between SMS and Culture of Insight (COI).
Keith Storey, president of SMS USA, commented. “The participation data is the definitive source of information on sports and fitness participation in 89 sports across the U.S. We work closely with our clients to help them understand and, more importantly, use the data to create meaningful change at their organization. We’ve developed the dashboard for and with those businesses that rely on multiple single sports reports to make key decisions on areas like product design, facility installation and inventory control across categories. This tool makes it quicker and easier than ever to drill down into the data and based on early feedback, we know that this is already benefitting users.”
