2nd National Survey of the U.S. Rowing Market
If in 2004 you had asked someone knowledgeable in the rowing community how big the rowing market was, you would have received starkly different numbers. If you had wondered about the market share of a particular brand, or what makes a great regatta, or how consumers buy rowing products and services, you would have received what could only be characterized as anecdotal evidence or worse yet, a guess. Following the launch of the first National Survey of the US Rowing Market conducted in 2004, we have not only answered those questions but also demystified many common misconceptions. Now, almost four years later, the burning question is: What has changed? What mega trends are now driving the marketplace?
The Rower's Almanac is planning to launch a 2nd National Survey of the US Rowing Market in the spring of 2008. To participate in this omnibus survey, please download the letter and subscription form.
National Survey of the U.S. Rowing Market
In 2004, The Rower's Almanac conducted the most comprehensive national survey of the U.S. rowing market ever perfomed interviewing over 1,065 rowers, scullers and coaches in 35 states, 235 cities and 400 rowing organizations. Participants answered over sixty questions including rowing experience, type of involvement in the sport, equipment usage and preferences, regatta attendance, coaching, and future purchase intentions. The survey was conducted at several national and regional regattas around the country, and online.
The large respondent pool of 1,065 surveyed and the depth and breadth of questions allowed for key findings including the total rowing population in the United States and the total value of the U.S. rowing market.
The survey also dispelled many myths and common perceptions such as the popularity of sweep rowing versus sculling, the perceived dominance of the collegiate rowing sector, and the true role of coaches in the rowing community.
Structured as an Omnibus survey, rowing-related companies and organizations joined together to fund the survey, and, in exchange, received rights to the results.
Following is an executive summary of the survey citing just a few of the high-level findings from the survey. These are being published for public eduction and consumption. We ask that The Rower's Almanac Inc. be referenced if these statistics are cited in any materials or articles.
To obtain all the findings from this comprehensive survey, a bound hardcopy report (120 pgs) is now for sale. Included with the purchase of this survey is one hour of telephone consultation with the Survey Director/Lead Analyst.
Sport of Rowing Statistics
Selected Statistics from National Survey of the U.S. Rowing Market 2005-2006
Population
- The total rowing population in the United States is 177,500 persons (+/- 9%)
Rower Roles*
- 77% of the population are sweep rowers
- 65% of the population are scullers
- 40% are sweep rowers and scullers
- 10% are coxswains
- 25% are coaches
*Respondents identified themselves as having multiple roles, i.e. a sweep rower and a coach, or a sweep rower and a sculler.
Age of Rowing Population
- 43% of the rowing population are Masters rowers (ages 27+)
- 28% Collegiate (18-25)
- 17% are high school/junior (13-18)
Gender of Rowing Population
Annual Income of Rowing Population
- 21% of ALL rowers earn $100,000 or more annually
- Among Masters rowers, over half (53.2%) earn $75,000 annually and nearly 40% of all Masters earn $100,000 or more annually.
Club and Coach Statistics
- A rowing club in the U.S. has an average of 140 participants
- There are an estimated 4.87 coaches per club
- An estimated 6,460 presently active coaches in the U.S.
Market Value of Rowing Products and Services - Individuals
- The total value of the U.S. rowing market annually is $398 million.**
**Note the following caveats: (1) This number is attributable to individuals, not clubs or programs therefore the total U.S. rowing market value is much higher; (2) This includes boats, oars, electronics, health equipment, clothing, club dues, coaching fees, camps, conferences, seminars, regatta expenses, magazines, publications and videos as well as the re-sale market; (3) This number is the potential market value not the addressable market value. The difference is that potential market value is an estimate of how much would be bought assuming that everyone who wanted to buy, could buy and was given the opportunity to buy. The addressable market value is a discounted potential market value and is based on some actual conversion rate.
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National Survey Table of Contents
Methodologies: What does National mean?, Respondent Identification, Accuracy and Confidence, Technical Parameters, Segmentations Used.
Executive Summary: Key Findings, Common Misconceptions
Rowing Market Estimates: Involvement, Segments, Motivations, Organizations, Size of the Rowing Population, Size of the Coaching Population, Age, Gender, Income
Sources of Influence: Information Sources, Recommendations (on where to Advertise)
Attitudes and Preferences on Boats: Market Penetration / Market Shares (of Boats), Influences in Purchase Decision, Preferences (as related to Boats), General Preferences (not Boat-specific)
Attitudes and Preferences on Regattas: Types of Races Entered, Competitiveness, Frequency, Online Registration, Purchasing at Regattas, Shopping at Regattas, Factors causing Satisfaction, Factors causing Dissatisfaction, Worst Regattas and Best Regattas.
Coaching and Organization: Types of Organizations Participated through, Compensation Groups, Coaching Certification, Estimated Compensation of Coaches
Individual Purchasing Behavior: Current Rowing-related Product Ownership, Attitude towards New and Used, Rowing Clothing Ownership, Rowing Clothing Purchase Factors, Recommended Places to Advertise
Individual Purchasing Intentions: Dollars expected to spend in 2005, Future Purchase intentions for 2005 and 2006.
Index / Appendix: Index, List of Clubs reported on, Final version of Paper Survey, Biographies |
