BEN, EDUCATED ENTHUSIAST
This athlete seeks out the best, most up-to-date products with the top priority being performance that enables competitive advantage. They research extensively and will shop around until they find the ideal product, so store variety is key. This athlete loves shopping this category.
Demographics
52%
Female
61%
Married
73%
Have Kids
42
Average Age
Sports Participation
Educated Enthusiasts are more likely to participate in fitness activities like running, cardio, weightlifting, and yoga as well as outdoor activities such as camping, and skiing/snowboarding.
Sources of Inspiration
Social media
Fashion blogs/websites
Social Media Usage
Why They Shop
EDUCATED ENTHUSIASTS SHOP FOR BOTH FUNCTIONAL AND EMOTIONAL REASONS
To Replace or Replenish
They shop for ongoing or semi-regular replenishment or to replace existing items that are gone or worn out.
To Educate and Discover
They research, browse, and explore new brands, or new products coming from existing brands, and get inspiration from things seen in-person, or online (social media, influencers).
Past 12 Month Purchases
EDUCATED ENTHUSIASTS ARE MORE LIKELY TO PURCHASE
Athletic Apparel
Athletic Footwear
Casual Footwear/Sneakers
Attitudes Towards Brand
They buy the best products for all of the sports and activities they are interested in and rely on research to determine the brands that are best fit for their needs.
Shopping for Kids
They are excited to buy new apparel and gear for their child and are more likely to spend more to get their child the sporting goods they’re most excited about.
Shopping Behaviors and Preferences
EDUCATED ENTHUSIASTS ARE MORE LIKELY TO:
Research products before buying
Mix products from different brands
Buy the best possible products regardless of brand
Want the most up-to-date equipment, apparel, and footwear
Go out of the way to shop different stores based on their needs
Be the first among friends and family to try out new brands or products
TOTAL ADDRESSABLE MARKET
$20 Billion
PER YEAR
What They Value
EDUCATED ENTHUSIASTS PRIORITIZE THESE FEATURES WHEN SHOPPING FOR SPORTING GOODS
“Retailer offers events.”
“Teammates do not pressure you.”
“Retailer offers good digital tools.”
“Teammates are friendly and willing to help.”
“Atmosphere is eye-catching.”
How They Shop
When choosing a sporting goods retailer, Educated Enthusiasts prioritize an inspiring/exciting shopping environment, and are more likely to shop multi-brand sportswear and footwear retailers.
Attitudes Towards Sports
Naturally athletic, sports and activities are a priority in their regular routine.
How Confident Competitors Feel About Dick’s Sporting Goods
They are less likely to be aware of the Dick’s Sporting Goods brand, and thus less likely to have shopped and purchased. Among those who do shop at Dick’s, they skew more towards in-store occasions than other
segments.
Top Five Unarticulated Needs
WITHOUT REALIZING IT, THESE NEEDS ARE CLOSELY TIED TO EDUCATED ENTHUSIASTS’ EXPERIENCE SATISFACTION
Retailer offers events (e.g., special guests, tutorials)
Retailer offers good digital tools
Atmosphere is eye-catching (e.g., colorful, stimulating)
Store environment and/or website is modern and up-to-date
Retailer offers innovative, trendy products
