41% Cite Participation as Part of a Team, a 25% Year-Over-Year Increase
To tweet this news, copy and paste: Learn how experiential #MobEvents are growing – see the infographic by @ACTIVEendurance http://bit.ly/IWRfTq
SAN DIEGO, Calif.— December 9, 2013 – ACTIVE Network™, the leader in cloud-based Activity and Participant Management™ solutions, today released its 2nd annual survey results about the habits of those who participate in Mob™ events. Mob events are characterized as hyper-social, experiential events, which continued to gain momentum through 2013. The survey panel was made up of 1200+ members of the ACTIVE.com1 endurance community, representing a segment of endurance athletes who participate in a variety of events such as triathlons, marathons, and other traditional running distances, as well as Mob events.
Among the key findings in the 2013 Mob survey:
- Continued interest in Mob events, with 86% of those surveyed planning to participate in Mob events in 2014 – and more than half (64%) specify they plan to participate in 1 to 2 events in the next year
- 82% of those surveyed cite the “fun factor” of Mob events as motivation to participate
- Role of social media to drive awareness of events is up 17% year-over-year
- Unprecedented growth in emerging Mob events, with ‘paint runs’ up by 300% year-over-year (gaining in popularity next to ‘mud runs’ and ‘obstacle races’)
- The importance of keeping events fresh is underscored by the 15% year-over-year decrease in participants planning to participate in the same event
Additionally, there is a strong response to team participation, with a 25% year-over-year increase. As a result, ACTIVE has launched a new feature supporting this growing trend. Within ACTIVE’s race management software, event directors can enable the Team Functionality and now allow team captains to pre-pay and manage a set number of spots for an event.
“ACTIVE’s Mob survey results support the shifts we’re seeing at the event level. We’ve seen demand from event directors for team functionality increase from 2012 to 2013, with more than twice as many events enabling the feature within our race management software, including some of the fastest growing ‘paint run’ events like The Color Run,” said Eric McCue, general manager of sports, ACTIVE Network. “With the new pre-paid team feature, emerging events like the 5K Foam Fest and ROC Race 5K have even more tools to better capitalize on the highly social nature of these events and help drive significantly higher revenue.”
“The Color Run has seen extraordinary growth and is now the single largest event series in the US with more than 170 events in 30+ countries in 2013, and it’s exciting to see the results of ACTIVE’s survey validate the increasing popularity of ‘paint runs’ as a segment of Mob events,” said Travis Snyder, president, The Color Run. “The team functionality in ACTIVE’s race management software enables us to better forecast and continue to offer quality events as we expand.”
“ROC Race is all about giving people an obstacle racing experience unlike any other, and ACTIVE’s software has contributed to that goal by providing our participants with a highly rated registration process,” said Bobby Petersen, marketing director of ROC Race. “Since 90% of ROC Race’s runners sign up with friends, the Team Functionality will go a long way in streamlining participants’ experience in addition to driving sales as we continue to grow.”
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About ACTIVE Network ACTIVE Network is the leading provider of Activity and Participant Management™ solutions. Our technology platform makes managing and operating all types of activities, events and organizations smarter and more efficient. We power over 55,000 global customers and build leading vertical technology applications for the markets we serve. Our leading ACTIVE Works cloud platform scales with our customers, large and small. ACTIVE Network was founded in 1999, is headquartered in San Diego, California, and has offices worldwide. For more information, please visit: http://www.activenetwork.com or follow us on Twitter @ACTIVENetwork.
12013 Survey based on ACTIVE Lifestyle Panel member responses.
© 2013 The Active Network, Inc. All rights reserved. ACTIVE.com and ActiveWorks are registered trademarks of The Active Network, Inc. ACTIVE Network and Activity and Participant Management are trademarks of The Active Network, Inc. All other trademarks are the property of their respective owners.