Today every fourth German out of ten is a Best Ager! That means slightly more than 25 million people (25.04 to be accurate). Among all the Best Agers, every second person (13.3 million people) does sports from time to time or on a regular basis. Most of them even one or two times a week (see diagram). With 34.5 million actives among them, the Best Agers already account for almost 40% (38.6%) of the overall German sports market and their growth in number is an absolute guarantee.  

  According to the current Best Ager sports market survey from the Institute for Opinion Research (IfD) in Allensbach, the Best Agers are by no means inferior to the present main target groups in the sports line. Therefore, this target group owes the same attention like all the other current customers in sports. (The survey was accomplished by order of the ispo/Messe München and the Best Ager sports marketing agency Generation Sport).  

Nevertheless, the Best Agers, as customers with a buying power above average, up till now do not feel addressed adequately. With a disposable personal income of 341,- Euro a month in 2007 (AWA 2007) (population average about 297,- Euro), about 32% of the Best Agers say that “the offers of the sports line are directed primarily at younger customers”. In addition, only about 7% of the Best Agers understand what they are told about the advantages of the products by the providers. This offers great potentials with regard to communication with the target group. By the way: Among the Germans who are younger than 44, too, only 14% do that! Especially outdoor sports are highly appreciated among Best Agers. 84% of the Best Agers prefer doing sports outside compared to 74% of the younger generation. The most favourite sports are hiking, cycling and jogging/walking but also swimming and dancing. Especially in hiking, the Best Agers take a leading position with more than 16 million active hikers among them.      

Best Agers are below average with regard to the acknowledgment of certain brands when buying sports equipment. This aspect is highly distinctive with younger people and amounts to 29% (the population average being 23%). This provides further potential to approach the market segment more efficiently, because the trend of the “young brands” still prevails in most of the areas. Even among the most favourite sports of the Best Agers, the aim of many brands is to position themselves youthfully.

These insights lead to the conclusion that Best Agers up till now find themselves little acknowldeged in the sports market. Therefore, it is of little wonder that only 22% of the Best Agers say that they like the offers already provided for their sports, and that an equally low percenage actually finds what he or she is looking for in the specialized sports retail. That amounts to over 10 million people after all, whose satisfaction could be enhanced and thereby profits could be secured. Making an effort with regard to questions about product presentation and communication, as well as in the field of brand communication aiming at certain target groups, a well-funded part of the other 70% of active Best Agers, who still aquire their eqipment throug other channels,  could be attracted to the specialized sports retail as well. Because only 30%, which is below-average, currently buy their equipment at the specialized sports retail (this number amounts to 41% among the younger generation and a population average of 36%). Basically, Best Agers are ideal customers, because above all they appreciate a pleasant atmosphere, personal advice and good service. These are all factors by which the specialized sports retail distinguishes itself.     
   
The most important insights of the Best Ager sports market survey as well as operation strategies for the development of the market potentials will be presented at the ispo on Tuesday, January 29, 2008 at 10 a.m. in the conference hall C31, hall C3. Representatives of the press are wellcomed.

The number of the ispo Best Ager Gallery booth is A6.116. Exhibitors will present their Best Ager offers there. Additionally, the market will be highlighted. By means of “SkiVision”, the topic of trend designin in the ski area will be visualized.