Action Sports Europe Defining the Action Sports Industry

CARDIFF, WALES, October 08, 2010

Right now, it is estimated that the size of the global Action Sports market is valued at around $22 billion. The actual size of the market is difficult to measure as there are many lesser known sports that have not accurately been accounted for. But should some of these "lesser known sports" have the right to call themselves an action sport? What exactly is an action sport? There are some sports I would simply deem as circus acts, an "extreme" bit of fun, something a bit crazy.

Many of these so called lesser known sports are trying to push or emulate their sub-culture with that of the action sports tradition and be put under the same Umbrella.

From a business point of view why wouldn't you? The action sports market is growing and increasing in popularity year on year.

The confidence in this market potential has been singled out by no other than Nike CEO, Mark Parker. He has publically announced that he expects their action sports business unit sales to double to $1.2 billion within five years.

When questioned in an interview with Reuters he exclaimed "we're quite bullish on that growth prospect."

Some determined and confident claims despite being affected by the global economic downturn, which hit Nike's main business and their action sports market as well.

Apparel giants such as VF Corp and Quiksilver have also set their stall out for growth in fast-growing market. Both companies experiencing increased and robust sales; VF's Vans sales increased by 24 percent in the second quarter.

Where the future area of growth will be most significant within the action sports industry remains to be seen. Has the snow, surf, skate (boardsports) market saturated? Will it be the emergence of lesser known sports or the huge rise in popularity of sports such as motocross and mixed martial arts? Or is it likely to be more demographically based than that where we are witnessing trends of an ageing western population, an increase in women participation, the offspring of gen-Y following in the footsteps of their parents or maybe even in the exploitation of emerging markets?

The conservative answer is to say it's a combination of all of the above. But as the industry lacks accurate hard data and trend analysis, especially in Europe, it will be a difficult one to predict. But it doesn't take a market analysis expert to predict that the action sports market is poised for growth, ready to capitalise on the economic upturn. The industry should also be poised to protect itself from commercial junkies wanting a slice of the growing pie and taking money away from the core and the people who are fundamental to supporting it.

Nike 6.0 are a brand with view to target the wider action sports market, a movement which will see many of the other major brands to follow suit to become more accessible to a broader audience.

It is important the market is defined from a point of view of who is the target audience? What do they stand for? And keeping action sports core to its roots. The action sports industry is moving in the right direction and deserves its position for growth. However, to maintain this continuity the action sports industry needs to fuel growth and innovation from its core sub cultures and be less tolerant with "circus acts" or "extreme bits of fun" to cloud the image and traditions of the market.

The complexity of its sub cultures integrating into one main-stream industry can cause manipulation of what the culture of action sports stands for. But also to ensure sports or other sub cultures do not use the image to jump on the commercial band wagon and rip off the industry. We only need to look and learn from the boom of the surf industry where "copy-cat" retailers and "high street fashion labels" sell cheap t-shirts that resemble "surf inspired" clothing. None of this revenue is put back into the surf industry. It's the core retailers that drive the industries growth and the development of the organisational structure, athletes and grass roots. But you can't blame the consumer, such copy cat designs should be fuel for the surf industry brands to be one step ahead driving innovation and creativity for the industry.

Action sports should be categorised as a progressive industry that accepts new sub-cultures and sports that fits in with the action sport realm. I believe all action sports possess an unexplainable quality that is intrinsic, unrefined and pure. It is why many action sports can create its own sub cultures and communities that many can identify with. The widespread popularity of snowboarding since its emergence from the States in the 80's is a classic example of a refreshing and dynamic emergence of a new progressive sport that was born out of the boardsport culture.

The action sports market has now become a diverse demographic encompassing and embracing the outdoor and adventure industry, boardsports, moto, urban, bike, kite, combat and mountain sports.

Sports that try to embrace the action sports image, with their main intent to leverage the growing commercial pie will not endure the same success as sports that have this essential quality at its core. And neither should the core of the industry allow them to.

At the end of the day it's not more sports being included under the action sports umbrella that will accelerate the market. It will be development of the core market that will drive innovation, push boundaries and increase the size of the action sports community and its sub-cultures who embody the true lifestyle and culture - and the industry should play a territorial role in ensuring the industry continues on its current path and direction.

Action Sports Europe is an online business to business publishing and media portal for the action sports industry in Europe