SOURCE : © ADOBE STOCK - GORILLA

16 • October 2023 • Powersports Business

BY EPG SPECIALTY INFORMATION STAFF CONTRIBUTING WRITERS

James , a die-hard motorcyclist and seasoned off-road racer , spends his weekends navigating treacherous terrains and the buzz of the racetrack . It ’ s a world filled with adrenaline , roaring engines , and the thrill of speed .

What might surprise those who know James only for his love of motorcycles is his passion for cooking , gardening , and his local book club . Beyond the rough exterior of a powersports enthusiast lies a world of diverse interests that shape his identity .

James ’ story isn ’ t unique . Many powersports enthusiasts have their own leisure interests outside of powersports – and you ’ d be surprised how skillful some of them are at painting or playing soccer .

Intrigued by this , we wanted to know more about what consumers do outside of powersports and how much of an impact these other leisurely activities have on their participation in powersports .

We conducted a survey that was facilitated by our consumer panel , exploring this topic .

LEISURE ACTIVITIES OUTSIDE OF POWERSPORTS

Many powersport consumers have a life outside of powersports and seek enjoyment in many leisure activities . We found that most participants in our survey performed leisure activities that involved watching TV ( 66 %), traveling ( 56 %), participating in outdoor activities like hiking or camping ( 55 %), reading or writing ( 52 %), and performing DIY projects ( 51 %).

The frequency of performing these activities varies , with reading or writing and watching TV being daily pursuits for many ( 59 %), while fitness ( 58 %), gardening ( 56 %), and cooking or baking ( 47 %) often fall into a several-times-per-week routine .

It ’ s clear that many consumers have been involved with their preferred leisure activity for more than 10 years . Thus , providing an ample amount of time for them to get good and skillful in some of these activities . For instance , many consider themselves advanced , or at least intermediate , in some of the leisure activities that involve skill ( team sport , individual sport , gardening , cooking , DIY , etc .).

DEMOGRAPHIC INSIGHTS INTO LEISURE PREFERENCES

Males tend to gravitate more toward DIY projects , whereas females tend to prefer cooking or baking over their male counterparts . Yet , both genders exhibit similar levels of interest across all other categories .

Employment status seems to have a subtle influence , with a weak correlation found between those currently working and a preference for watching TV or playing video games . It ’ s possible that these activities serve as a means to unwind after a demanding workday .

Household size also plays a part in shaping leisure interests . Participants with larger households ( four or more members ) demonstrate a slight inclination towards outdoor activities , perhaps reflecting a family-oriented recreation approach .

Geography further shapes preferences . Rural dwellers express more interest in DIY activities and outdoor pursuits while showing less enthusiasm for physical fitness activities and traveling . Conversely , suburbanites appear to have a greater propensity to travel , exploring beyond their immediate surroundings .

Homeownership also unveils a distinct pattern , with homeowners more likely to engage in activities involving their homes , such as DIY projects , board games , and gardening ( compared to non-homeowners ).

Cross-activity participation adds another layer , linking those interested in outdoor activities with nature-related hobbies and connecting physical fitness enthusiasts with individual sports . These connections may signify underlying values or motivations , such as self-improvement or a love for nature , that influence leisure choices .

COMMUNITY AND SOCIAL CONNECTIONS

Community and social connections play an intricate role in shaping the leisure interests of powersport consumers . Most respondents ( 73 %) are not part of a community or group related to their leisure activity . However , the remaining 27 % are engaged with volunteering groups , local clubs , or active online communities related to their leisure activity .

Looking further into the 27 % that are engaged , it appears that being a part of a group seems to heighten the perception of social life , creating a more profound connection in the activity . This emotional aspect is not to be overlooked either , as many participants consider themselves ‘ emotionally connected ’ to their hobbies , with a particularly strong connection found in fitness and artistic pursuits .

These findings offer a potential opportunity to foster community involvement and create emotional connections with consumers . Encouraging these connections could strengthen brand loyalty , enhance customer satisfaction , and foster a more unified and engaged consumer base .

POWERSPORTS VS . OTHER LEISURE ACTIVITIES

So , what are consumers ’ priorities when it comes to pursuing powersport-related activities versus leisure activities ?

Based on our findings , it appears that powersport-related activities take precedence over other leisure activities . Most ( 58 %) enjoy both powersports-related and other leisure activities equally . But , 37 % preferred powersports-related activities over other hobbies , while 6 % favored leisure activities over powersports .

This clear preference also manifests itself during the time allocated toward each activity . Consumers were prompted to choose between powersports or leisure activities when faced with the decision to cut back their time on either one . 29 % said that they would cut back on leisure activities to focus more on powersports , while 14 % opted to cut back on powersports to enjoy other leisure activities . Interestingly , 28 % said they would cut back on both , showing the dominant role of powersports in the time spent on either activity .

Nevertheless , most consumers ( 60 %) will find a way to blend the two types of activities together to optimally enjoy both . Leisure activities like camping , hiking , or

EPG Specialty Information shares how powersports enthusiasts spend their leisurely time outside of the industry . photography are often combined with motorcycle road trips .

PERCEPTION AND ACCEPTANCE OF POWERSPORTS ACTIVITIES

Perception and acceptance of powersports activities reveal a contrasting view of enthusiasm and stigma . 49 % of participants experience more admiration for their involvement in powersports compared to their leisure activities ( 21 %). Yet , alongside this recognition , a certain level of stigmatization exists . For instance , being stereotyped for being reckless because they ride a motorcycle or criticism for spending ‘ too much ’ money on their powersport vehicles instead of spending it elsewhere .

When it comes to participating in leisure activities , consumers don ’ t receive the same level of stigmatization or acceptance as they do when participating in powersports activities . In fact , 41 % experience neither stigma nor acceptance of their leisure activity – compare that to the 49 % that experience both acceptance and stigma for their powersports activity .

This illustrates that there are stronger emotions or perceptions around participating in powersports than there are for participating in other leisure activities . This also points to the dual nature of powersports in the public eye : a pursuit that commands respect and fascination while also eliciting misjudgments .

FUTURE INVOLVEMENT IN POWERSPORTS

The future engagement in powersports looks promising , with 65 % of participants expecting to maintain their current level of involvement . Even more encouraging , 19 % anticipate an increase in participation , often tied to having more time through retirement or other life changes .

However , there ’ s also a segment ( 10 %) expecting a decrease in involvement , mainly due to factors such as age , health , and physical limitations .

With 78 % of respondents indicating that specific factors like time , health , money , and age influence their overall engagement , the industry must be mindful of these elements as the industry braces for the future of powersports .

WHAT THIS MEANS FOR DEALERS Remember James , the motorcyclist who found joy on the racetrack and in other leisure activities ?

Imagine if a business not only sold him his favorite motorcycle gear but hosted a community event blending his love for powersports with cooking or gardening . This approach would resonate with James , and many like him .

Industry stakeholders can leverage the insights gained from our survey to build multi-dimensional connections with consumers like James . By recognizing and integrating diverse leisure interests , businesses can create targeted marketing campaigns , product offerings , and community events that resonate more profoundly with their audience .

It ’ s not just about selling gear or promoting a sport ; it ’ s about understanding and catering to a lifestyle that suits the individual ( remember , all consumers are living in their own little world ).

In doing so , powersports dealers and stakeholders pave the way for deeper engagement , greater customer loyalty , and a more holistic view of what drives and delights their community .