At ACTIVE we have a unique perspective on how and why people participate. For over a decade, thousands of organizations have trusted us to help manage and grow participants, and we observed some common features of popular activities.During the first ever “Future of Tennis Summit” hosted by the Tennis Industry Association, Kristin Carroll, ACTIVE’s VP of Marketing was invited to present on how events can increase participation – here’s a snapshot of what she shared.
People choose an activity for three main reasons: It’s fun, it’s accessible and it’s social. Here are great examples of activities that embody these ideas.
- Fun for the Family: Electric Run is an immersive nighttime 5K run/walk that gives participants a unique, unexpected, and powerful experience that’s fun for the entire family. In its first year, there were over 20 events and 300,000 participants. In 2013, the event expanded internationally with an event in Sydney that sold out faster than any of their US events.
- Easy Access: In 2008, USA Hockey launched a national campaign with participating hockey rinks to introduce youth to hockey as part of Hockey Weekend Across America. The program helped grow participation from 350,000 in 2007 to almost 600,000 in 2012. Online registration has also provided increased accessibility – a method used by 96.5% of new and existing USA Hockey members.
- Social: Zumba, named by Inc. Magazine as Company of the Year in 2012, is a mass-market phenomenon that brings together men, women, and children of all shapes and sizes for an activity that’s stress-free and positive, making it easy for people to socialize and come back for more. The company has grown 750% from 2009 to 2012. In 2012, there were more than 140,000 locations around the world, including 95% of major gym chains and local community centers, YMCAs and churches, offering Zumba programs.
Thanks to the Tennis Industry Association for the opportunity to share, and we look forward to a bright future in tennis.