News & Events Research

ASGA/VU – A Sports/University Partnership Exemplar From Victoria


Yesterday, courtesy of Shannon from ASGA (ExecDirector,  Australian Sporting Goods Association) and fellow ASTN (Australian Sports Technologies Network) board member I learnt of a partnership they had formed with Victoria University in Melbourne. (See below for the press release), Its a wonderful example of how Universities are increasingly engaging with industry directly and for mutual benefit. ASGA represents many of the sporting goods manufacturers in Australia, who like many industries around Australia I imagine are increasingly under pressure by global market forces, driven by low labour costs elsewhere, our high dollar and the rapid pace of innovation. Australian industry, in general, is rising to this challenge and one way to do this, certainly in the sports industry, is to embody our world-leading expertise in sport (as seen in our success competitively across a wide range of sports) and our world-class research institutions to remain competitive.

Victoria University is a recognised leader in Sport and its great to see them working with industry in this way and I am sure will lead to a great many innovations for the industry as it kickstarts many more relationships and projects.  Well done Guys!!

Closer to home at my own institution, Griffith University we are looking forward to hosting the Commonwealth Games in just a few years time, one of the great outcomes of which is the discovering of just how much research and development with sport is already underway with the University and its partners (like the Queensland Academy of Sport who adjoin our campus). From sports management to psychology, sports sciences, sports engineering, industrial design and leading-edge manufacturing technologies, and also the translational opportunities from our medical and health research as well. We are all coming out of the woodwork and discovering each other….good times for SABEL Labs thats for sure!

Forecasting future trends in female consumer behaviour

The Australian Sporting Goods Association (ASGA) is pleased and excited to announce a new partnership with Victoria University and 10 Thousand Feet to undertake a major research project into female buyers of active wear.

This $140,000 research project will result in a comprehensive report about the trends in female active wear, consumer sentiment about the category and the future of the category in the Australian marketplace in the next five to 10 years. The report will provide valuable insights to brands, retailers and marketers of female active wear and for companies thinking of moving into that space.

Executive Director of ASGA, Shannon Walker, said “The female active wear market has boomed in recent years, with new product ranges from major sporting brands, the expansion of yoga and active lifestyle retailing and, more recently, a number of fashion labels all getting in on the act.”

“Despite this increasing trend there has been little research done into active wear and why it is resonating so strongly with the female market in Australia, or indeed overseas.”

The research project, which is expected to be completed in about nine months, will:

  1. Identify what drives female consumers in their purchasing decisions with regard to active-wear and what is the place of sport versus fashion related decision-making
  2. Understand their hierarchy of priorities in purchasing active-wear
  3. Determine if there is a relationship between female purchasing decision-making in regard to active-wear and their participation (or lack of it) in sport and active recreation
  4. Identify w the (consumer and organisational) trends in the (female and household) active wear-industry. Identify what will be the major changes that are likely to happen in the industry in the next 5-10 years.

The project will involve four stages:

  1. A literature review to determine current research in this space
  2. Focus groups with female consumers
  3. A Delphi study of sporting and active lifestyle brand and retail experts
  4. A quantitative survey of female consumers.

The project is being led by senior researchers at Victoria University’s Institute of Sport, Exercise and Active Living (ISEAL), including Dr Clare Hanlon, Professor Hans Westerbeek and Dr Ramon Spaaij, all internationally recognised experts in sports consumers and participation. They will be joined by retail and brand experts 10 Thousand Feet, who manage ASGA’s industry-leading Market Intelligence Surveys into footwear, apparel, golf and sporting goods retail.

Chris Morgan, formerly the CEO of ARL and a former ASGA Board member, will manage the project on behalf of ASGA, including selling subscriptions to the research.

“This is an expensive project – one we cannot do on our own. We’re looking for a number of research subscribers who will receive $140,000 worth of research into this exciting category for a fraction of the cost,” Mr Walker said.

“This is ground breaking research. We expect ASGA members and others in the sporting and active lifestyle goods space will be very interested in subscribing to and being involved with the project. We’re also taking this to other stakeholders, including national sporting organisations, investment analysts, business advisory companies and advertisers, to name a few.”

“We look forward to working with the sector to deliver this exciting project. Anyone interested in being involved or who would like more information can call Chris Morgan on 0412 851 800.”

The Australian Sporting Goods Association was formed in 1981 as the industry association representing a broad spectrum of sporting and active lifestyle goods industry participants, including brands, manufacturers, distributors and retailers.

ASGA is a leading industry voice on issues impacting the health, trade, regulation and taxation of the sporting and active lifestyle industries. ASGA aims to foster market growth, provide services and advocate for increased participation in sport and physical activity.


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