Big spenders in a booming sport: consumption capital as a key driver of triathletes' sport-related expenditure

Abstract

The demand for triathlon has increased considerably during recent years; however, up to now there is little research available on the economic aspects of this sport. Therefore, the purpose of this study is to investigate the sport-related expenditure of triathletes. Based on the concept of consumption capital, a theoretical framework is presented that explains sport-related expenditure. Quantitative data were collected using a nationwide online survey of active triathletes in Germany (n = 786). Yearly sport-related expenditure amounts to €2745 on average. Regression results show that consumption capital (years of participation, weekly time of practice, self-assessed level of performance, and participation in triathlon competitions) and socio-demographic characteristics (age and income) are significant drivers of sport-related expenditure. The findings have implications for the management and marketing of triathlon and related products (e.g. tourism) because of the increasing number of participating triathletes who represent an economically interesting target group.

Keywords:

• Sport expenditure
• active sport consumption
• triathlon
• consumer behaviour
• consumption capital

ACKNOWLEDGEMENT

The authors want to thank Christian Kock and Christian Puni Manunzio for the organisation of the online survey.

Notes

There are four main triathlon distances which have the following legs: Sprint distance (500 m swim, 20 km bike, 5 km run), standard/Olympic distance (1/1.5 km swim, 40 km bike, 10 km run), middle distance/half Ironman (2.1 km swim, 90 km bike, 21.1 km run), and long distance/Ironman (3.8 km swim, 280 km bike, 42.2 km run). Half Ironman and Ironman are actually not distances, they are registered trademarks. Thus, some long distance races are Ironman races, but not all.