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Full-Text Articles in Sports Management
“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg
“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg
Journal of Applied Sport Management
This study examined the motivational profiles of connected fitness users to better position brands as they compete with the reopening of physical gyms and in-person classes. Using survey responses from 663 Peloton users, a K-cluster analysis was performed to identify three clusters of Peloton users (Wellness, Physique, and Social Performance), based on their motives for using the brand’s app. Findings suggest that connected fitness brands should leverage their ability to create social engagement and challenging opportunities to better their own past performance to differentiate themselves and retain users in a very cluttered and competitive marketplace.
Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon
Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon
Journal of Applied Sport Management
In a highly competitive sport marketplace, personal branding is a top priority for athletes. Thusly, marketers should leverage athletes’ talents and influence in creative ways to maximize their earning potential. This research explored the attributes of a marketable athlete, as well as promotional strategies to help secure athlete sponsorships. Semi-structured interviews were conducted with purposefully selected talent marketing practitioners with sport marketing agencies. The findings revealed relatable story, as well as perceived persona, as prevalent themes for a marketable athlete. Additionally, the themes of athlete-brand alignment and social media marketing were important to securing client promotion and sponsorships. These findings …