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Sports tourism has known it all along but the Sports & Fitness Industry Association’s research just made it official: Experience is the top motivator of parents when considering sports for their children.
This and other insights can be found in SFIA’s new Team Sports Parents Insights report. And while the report covers buying decisions for equipment, all those decisions start with sports themselves, and can be relevant to event owners looking to please the decision-making demographic.
Additionally, the survey includes insights into family habits regarding travel, spending, use of technology, dining out and experiential outings.
According to SFIA, the purpose of the study was to gain a deeper understanding of how parents navigate the youth team sports landscape, focusing on their purchasing behaviors, motivations and participation patterns.
And, notes SFIA, “Understanding the full sports ecosystem includes listening to those on the frontlines – parents and families.” The research does exactly that: offer a rare, in-depth look at the decision-makers in youth sports.
Among the insights:
Parents generally remain committed to youth sports: Parents agree that youth sports holds key benefits but affordability is a concern.
Involved parents were represented: About 85 percent of all parents surveyed described themselves as being very engaged with their children’s sports.
Fond memories drive the train: Parents with good memories of their own time in youth sports are likely to support their children’s sports programs.
Moms run (most of) the show: Mothers are the chief planners when it comes to kids’ activities, vacation planning and entertainment – but the responsibility for buying sports equipment is almost equally divided between mothers and fathers. (One surprising fact: Kids have input on these decisions as well.)
Both parents agree on the benefits: Neither mom nor dad needs to be sold on the value of youth sports; they are generally united in their belief that being a part of a team teaches children important lessons.
From looking at these (and other) insights, SFIA’s researchers had some takeaways. Chief among these was the fact that in the face of rising costs, lower-priced options, bundled options or family discounts could help reduce the burden and drive more frequent purchases.
In particular, some sports (baseball and soccer came to the fore) required the most frequent equipment purchases, making parents more cost-conscious.
Another section of the report was particularly relevant to travel sports; among the insights were the following:
- Which sports children are playing and how parents are involved
- Levels of participation, from casual play to competitive leagues
- Pressures such as costs and facility access that may shape future growth
The report notes, “Parents broadly cite the need for more local sports facilities, with rural families and parents of soccer and flag football players highlighting the issue most strongly.”
By understanding these dynamics, industry stakeholders can better anticipate how directional insights may signal pressures shaping equipment demand, retail behavior and the broader youth sports ecosystem.
The report is available for purchase at this link.
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