It is already the case that almost a quarter of customers for sports clothing and sports shoes in Europe are over 45 and a tenth are even over 55. Customers over the age of 45 are responsible for turnover of almost 5 thousand million Euros in the sports clothing and sports shoes sector. The three most interesting European sports markets for older customers are Germany, France and Italy. Best Agers are already creating considerable turnover for sports clothing and sports shoes in these countries.
 
In general we can see that sports retailers are well positioned for customers from the ‘Best Ager’ generation of mature adults. Sports retailers are the top source for sports clothing in Europe. This is good news that improves further if we look at the markets more closely. We can then see the even greater potential for sporting retailers and sporting goods manufacturers to make additional advances in attracting this ever-growing customer group.

One thing is still unknown to the persons in charge of marketing, product development and selling: How can the own share in sales to the target group of Best Agers be increased? How can customers be addressed more effectively? How should products be designed in order to appeal especially to elderly sportsmen?

For years ispo commits itself to provide answers to all these questions to the companies of the sports sector.