The level of interest in lifestyle sports amongst Americans has probably not been as high as it is right now since the tennis boom of the mid 197.s. Spurred by the economy, the.Le.s Mov. initiative being pushed by First Lady Michelle Obama, and a rising consciousness by corporations and educators of the damage a sedentary lifestyle is having in a gadget crazed world. fitness/social lifestyle groups are growing across the country. Those groups are usually inexpensive, casual meeting environs for those who have escaped the rigors of organized sport of youth, and are looking for a place to meet likeminded individuals and get some exercise and fun in at the same time. It is not the.weekend warrio.? sports like competitive softball or even tough footbal.it is more lifestyle sports like volleyball, flag football, team tennis, even basketball or co-ed softbal.that are growing in size.
The growth is also spurred by the use of technology to keep records, record entries and track attendance and events. Companies like e-teamz and Zog sports have brought an ease of use to all organizers and participants of lifestyle sports that was not there just a few years ago. They have also brought in all the positive aspects of social media to layer on top and allow groups to interact with one another for other activities like parties, meet ups, reunions or even things like play dates or viewing pro sports.
However the one flaw, and opportunity, in the system is that the groups appear to e hyper local and not as joined on a national basis as they could be. Activating for local events is the norm, putting all these folks together for larger regional events and shared interest projects has been difficult. The reason is that most of these groups are run by small staffs or volunteers who share a passion but not as much a business acumen. Like the local gym, or tea kwon do school, the operators of local social activity programs, even in large cities, rarely share information and experiences together.
This has created a dilemma for brands looking to activate in big numbers in the space. They know where many of these groups are, but the time and effort to reach and then arrange programs with everyone is cost prohibitive. As a result brands take their shots with larger groups but probably miss the opportunity for a national, digital lifestyle campaign. It is of particular interest for brands looking to activate in core areas like young adults and baby boomers, who are the two biggest segments invading the space in the hundreds of thousands. That is, until recently.
A San Diego based group, the VAVi Sport and Social Club in San Diego, CA recently held a small conference with some of the leading aggregators in the sport lifestyle area to see if there are ways to harness the power and influence of all those involved in the space, with the goal of working almost like a National Governing Body or effective trade organization for th. lifestyle sports industry. It is called the Sport and Social Industry Association. The plan would be to aggregate key demo info and share best practices regionally and then nationally, with the goal of finding brand partners interested in large scale activation programs in the space. The possibilities of brands and services that would like to have access to such a diverse and comprehensive data base range from large companies in packaged good and services to tech companies looking to expand their footprint not just at the competitions but at the ancillary events spun off on the social side.
In the abstract it sounds like a great concept, with a huge upside to an industry that is growing yet disjointed. However to be able to aggregate, the organization would have to convince the smaller regional groups to forgo some small local sales for long term gain. Organizations like Martial Arts schools have tried similar linkages, and the response has been too fragmented to be successfu. The local sale and the signup is the life blood of smaller groups, and the ultra niche bonding that goes on in small quarters is what gives.loca. such appeal. Would it be selling out or going corporate, which is probably counter to why most people join such lifestyle group.? Maybe. However it is certainly worth the effort to harness the power and create benefits that extend beyond a local Happy Hour, and could even provide services like travel and insurance, which are always issues in cash challenged times.
Lifestyle sports and their social aspects are quickly becoming the lifeblood of a society that is realizing i.s not all about work and we need to get in better shape, and probably do it together. They are not about the big budgets of team sports on any level, and can provide a great common ground for people who may not have many common interests. The local ties are great and well deserved, and if played correctly, can become a very intriguing national platform for brands looking for access, and those who want to play and socialize with even extra benefits.
