digital anthropology: triathletes over 40 in austin texas
DESCRIPTION
For our consumer culture class my partner Evan Husted and I were assigned to conduct a digital anthropology research project. This project was intended to identify key influencers and digital behavioral patterns in the community of triathletes in Austin, Texas. We entered the wormhole of forum research and presented our findings with additional suggestions for brands that might want to approach this community.TRANSCRIPT
Triathletes in Austin
Started broad- What is a triathlon
Looked at general triathlon websites and forums
Did searches on general triathlon websites to see discussions around Austin
Looked at location specific events
Found influencers and followed them around the internet
What We Did
TriathlonsTriathlon races vary in distance. According to the International Triathlon Union, and USA Triathlon, the main international race distances are Sprint distance (750 m swim, 20 km bike, 5 km run), Intermediate (or Standard) distance, commonly referred to as "Olympic distance" (1.5 km swim, 40 km ride, 10 km run), the Long Course (1.9 km swim, 90 km ride, 21.1 km run, such as the Half Ironman), and Ultra Distance (3.8 km swim, 180 km ride, and a marathon: 42.2 km run); the most recognized branded Ultra Distance is the Ironman triathlon.
Racers are generally categorized into separate professional and amateur categories. Amateurs, who make up the large majority of triathletes, are often referred to as "age groupers" since they are typically further classified by sex and age; which offers the opportunity to compete against others of one's own gender and age group. The age groups are defined in five or ten year intervals.
Event Based
Equipment Based
Group Training Based
Triathlons- Austin
Event Based
Event Based
Events as benchmarks
Ironman as a bragging right
Ironman as a national link-upExcuse to travel
Equipment Based
Equipment Based
Heat intense Austin
Personalized care about products
Multiple sports with multiple demands
Group Based Training
Group Based Training
Group Based Training
Group Based Training
Pre-event meet-ups
Advice, Tips and Guidance about nutrition and routes
Way to learn about new events
Gateway to the community
Group Based Training
The 40+ communityOver 40 is the fastest growing segment of the sport.
The over 40 crowd knows the race won’t be handed to them on a silver platter, it’s going to require a solid commitment and hard work.
They know how to use both wisdom and rebellion. Wisdom allow them to factor their age into their personal training plan. The rebellion part comes when they “get to stand on the beach at the start of the swim and glance over at a 20-something dude and say to themselves, “Bring it on!”.”
They know the importance of finding one or two others over 40 to take the triathlon challenge with. They encourage each other, hold one another accountable, and train together. They set their sight on a specific triathlon, and work towards it together.
Brad Askins- Our Rabbit
Lives in Austin, TX
Works for Google
Involved in Twitter, the blogosphere, and forums
Brad &
Where Brad Took Us
A Family Affair
Brand suggestions
Family-centric approach
Respect for local shops Influencers like Brad
Creating brand community through group training
