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Active Network and the Sporting Goods Manufacturers Association (SGMA) Team Up to Understand Consumer Behavior around Sports Participation

Partnership Provides Deeper Insights through Nationwide Study and Active Lifestyle Panel

SAN DIEGO, CA – May 9, 2011 The Active Network, Inc., the leading provider of organization-based cloud computing applications, announced today that it is teaming up with the Sporting Goods Manufacturers Association (SGMA), the trade association of leading industry sports, sporting goods and fitness brands, to understand consumer behavior around U.S. sports participation –- why people begin playing, why they continue and why they eventually stop –- as well as insights into the roots of brand loyalty.

This is the first time the SGMA is partnering with an industry insider like Active Network to gain insight into the behaviors that shape consumer actions in the sports industry through a nationwide participation study and the Active Lifestyle Panel. The Active Lifestyle Panel is comprised of a representative pool of fitness-minded, influential consumers recruited exclusively from® to provide valuable insight into the behaviors, attitudes and motivations of the active consumer.

"As an organization focused on helping consumers search and register for the activities they love, want and need to do, we are uniquely positioned to provide deep understanding and unprecedented access to these consumers," said Jon Belmonte, chief media officer at Active Network. "This partnership with the SGMA marries Active Network’s knowledge of active consumers with SGMA’s rich industry expertise and membership base."

Members of SGMA include over 250 sporting goods manufacturers, retailers and marketers in the sporting goods industry such as Nike, adidas, Russell, Rawlings, Under Armour, and Dick’s Sporting Goods. Both current SGMA members, as well as other organizations interested in understanding the behaviors, attitudes and motivations of sports participants will benefit from understanding why people start, stay and leave a variety of different sports and activities. The new, jointly developed report will take the next step beyond the yearly Sports, Fitness and Recreational Activities study currently published by SGMA.

"At SGMA, we aim to provide our members with invaluable access to information, influence and industry connections while fostering sports, fitness and active lifestyle participation. Partnering with Active Network is a natural fit with our corporate mission," said Neil Schwartz, director of business development for SGMA Research. "The yearly participation study has been the foundation of our research efforts and now we are going to answer some of the questions on why people do what they do. We look forward to providing this insightful data to our members later this year to help them better understand their customers."

The jointly developed consumer insights report is slated to be distributed later this year and will be accessible from and

About SGMA

The Sporting Goods Manufacturers Association (SGMA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products industry. SGMA helps lead the sports and fitness industries by fostering participation through research, thought leadership, product promotion, and public policy. More information about SGMA membership and SGMA's National Health Through Fitness Day can be found at

The Active Network, Inc.

The Active Network, Inc. is the leading provider of organization-based cloud computing applications serving diverse market segments including business events, community activities, outdoors and sports. Our technology platform, ActiveWorks™, transforms the way organizers manage their activities and events by automating online registrations and streamlining other critical management functions, while also driving consumer participation to their events. Our flagship media property,, is the leading online community for people who want to discover, participate in, and share activities about which they are passionate. Headquartered in San Diego, California since 1999, the company has over 25 offices worldwide. To learn more, visit us on the web at or

Media Contacts:

Mona Klausing, Active Network

Neil Schwartz, SGMA Research

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