Connection to a community and lifestyle

• Brands are focusing on creating a lifestyle, not just promoting product features alone.
• Consumers are increasingly attracted to an authentic community-driven brand.
• There is a rise in lifestyle sports such as adventure, extreme and alternative sports. These are proving to be popular with younger generations.
• Consumers want to be a part of something. They are seeking a product that defines them, or understands them, e.g. Apple, CrossFit, F45, parkrun.

What this could mean for sport?

• Build an understanding the elements of your product or sport that people identify with and want to promote as an extension of their persona.
• Consider how sport offerings connect to a broader community or lifestyle.
• Find ways to create a welcoming environment for participants so they feel connected to the club and identify with it as a community.