Gear review site offers exclusive savings on products for active-lifestyle enthusiasts
San Diego, Calif. – April 11, 2012 – Competitor Group, Inc. (CGI), the leading active lifestyle sports media and event entertainment company, has successfully launched GearBuzz, a unique digital property that mixes e-commerce and product reviews. The website builds off the trusted editorial voice of CGI’s media assets and leverages the passionate participants of CGI events, which includes the flagship Rock ‘n’ Roll Marathon Series.
“We found that the most popular content on our media websites centers around gear and product reviews.” said Alex Baxter, Chief Digital Officer of CGI. “Looking to diversify our digital revenue, the thought occurred to marry successful content with product sales. Retail and manufacturing partners would have an audience engaged with video and written reviews, and our users would have the opportunity to purchase these products as an exclusive or at a discount.”
Officially soft-launched in November 2011, GearBuzz has found great success in leveraging the scale of CGI and the collective buying power of its audience to extract savings on reviewed products. Included in the offerings so far are brands that customers already know and love, in addition to lesser-known functional gear that would be hard for consumers to find on their own. This editorial curation of a very fragmented marketplace has already provided significant value to both GearBuzz members and merchant partners.
In addition to accessing CGI’s valuable audience, merchants have realized the benefit of incremental sales revenue. GearBuzz not only drives brand awareness and traffic to merchant websites, but also has delivered incremental sales lift, 20% on average, above the value of the product(s) promoted.
The GearBuzz effort is consistent with CGI’s broader approach to the digital space. Similarly themed initiatives include CGI’s recent acquisition of event-registration service RaceIt and the soft launch of RunnersTraveling, a travel booking website for event participants.
“Not only are we looking to diversify revenue streams with this activity,” added Baxter, “but we are adding value to our audience through new and innovative products that dramatically change the way our industry defines digital media.”
For more information or to sign up to receive GearBuzz, please visit GearBuzz.com.
About Competitor Group
Headquartered in San Diego, Calif., Competitor Group, Inc. (CGI) is the active lifestyle industry’s leading media and event entertainment company. CGI is a portfolio company of the investment firm Falconhead Capital, which specializes in growing companies in the consumer sector of the leisure and lifestyle space. The aggregate CGI customer base now exceeds 7 million Endurance enthusiasts and athletes. CGI’s portfolio of media assets dominate the expanding endurance industry and include a robust digital community online at Competitor.com. With the strategic addition of Raceit.com, a leading digital registration platform, the company has launched a race services capability to meet the needs of not only the company’s owned and operated events, but also endurance events of all sizes on behalf of the entire industry.
With a leading market share of endurance enthusiasts, CGI owns and operates more than 58 events around the world, including the flagship Rock ‘n’ Roll Marathon Series in 27 markets, the Land Rover TriRock Triathlon Series in 7 markets and the Columbia Muddy Buddy Series in 8 markets, collectively delivering more than 600,000 professional and amateur participants in 2012. Anchoring the company with rich content and marketing leverage are four publishing properties dedicated to running, cycling, triathlon and the world of multisport including Velo, Inside Triathlon, Triathlete and Competitor with a combined monthly circulation of over 600,000. Further information about CGI and its digital, publishing and event entertainment properties can be found at Competitormediakit.com.