The personal touch

• There is a rising demand for experiences over products, which is often led by millennials.
• This is displayed through an increased spend on concerts, events, festival-based activities e.g. Colour Run, Tough Mudder​.
• It is a challenge to meet the expectation of personalised services that meet individual needs and wants whilst delivering en masse​.
• The current demand for personalised fitness solutions is in line with broader consumer trends.

What this could mean for sport?

• Consider shifting a traditional product offer to be more personal and experience-based.
• Try thinking of your sport as a series of events and focus on maximising participants' enjoyment across the events.
• Personalise communication and channels to connect with participants.

Resources

• Deloitte – Made-to-order: The rise of mass personalisation, opens in a new tab