SPORT HEROES GROUP

C R E AT I N G W O R L D - F I R S T D I G I TA L S P O RT E X P E R I E N C E S

Founded  in  Paris  in  2014,  we  expanded  to  UK  and  Australia  in  2016.  

We’ve  raised  $5M  in  funding,  and  we’re  currently  securing    $15M  -­‐ to  

expand  to  America,  and  continue  growing  existing  markets.

A collection of applications and connected devices generating global

data

O U R T E C H N O L O G Y

Allows aggregation and distillation of big data about exercise

We aggregate multiple data sets into usable information

To create new localised digital experiences,

¹

O U R T E C H N O L O G Y

+

Reward  efforts  by  offering  prizes

Challenge  your  friends  or  colleagues

Make  a  differenceand  donate  to  charity

Feel  part  of  an  engaged  global  movement

Live  inspiring  adventures

Meet  people  and enjoyexperiences  together

W H AT W E D O

Inspiring and fun digital experiences to make exercise better

Targeted media platforms

O u r o f f e r i n g i n t w o p a r t s

Build connected digital experiences (apps and websites)

Member geographic split.The biggest digital community of runners and cyclists in Australia, and rapidly growing

T H E B I G G E S T R U N N I N G C O M M U N I T Y

ABOVE AVERAGEPURCHASING

POWER

100%TECH SAVY

100% EARLY

ADOPTERS

3RUNS / WEEK

33 YEARS OLD

7.5 KM / RUN

55% WOMEN

20172016 2018

50,000+ users

10,000+ users

80,000+ users

20,000+ users

We build world-first digital platforms

Sport Heroes creates customised and engaging digital connected experiences (apps and websites) for

brands, charities, or events that want to motivate people to get moving.

We invented the concept of a Connected Event

A tailor-made connected event

(alone / in teams, duration,

distance, sport etc.)

Everyone can take part by using a

smartphone or a GPS watch (syncing to

our proprietary technology)

Provides motivation for everyone:

competition, fundraising, social, gifts…

C o n n e c t e d E v e n t

What if it was possible to remove the location and time restraints from a sports event?

3 0 0 + PA RT N E R S

S P O R T

N U T R I T I O N

L I F E S T Y L E

Device  awareness

91% of respondents claim to be aware of fitness tracking devices, of these, 99% are aware of either the smart phone applications, the wrist device or both.

Base: all respondents, n=1,003

Yes, 91%

No, 9% 80%

5%14%

1%

Both Phone Only Wrist Device Only Neither

Q.  There  are  a  number  of  applications  and  devices  on  the  market  today  that  help  people  track   their  fitness…Have  you  heard  about  these  types  of  applications  or  devices  before?

Q.  These  applications  come  in  two  basic  forms,  apps  that  you  download  onto  your  mobile  phone…and  devices  that  you  wear  on  your  wrist.  Which  of  these  were  you  aware  of  before  today?

Device  usage

44% of respondents use a a smartphone or wrist device (or both) to track their physical fitness activity.

The smartphone is the more popular choice with 33% of respondents using one (either alone or in conjunction with a wrist device). 24% use a wrist device (either alone or in conjunction with their phone).

Base: aware of phone and/or wrist device, n=908

Q. Do you currently use either of these to track your fitness activities?

21%

12%

12%

56%

Smart phone only

Wrist device only

Use both

Neither

Frequency  of  activity  &  device  usage

Not surprisingly, as frequency of physical fitness activity increases so does the use of a fitness tracking device.

Base: aware of phone and/or wrist device, n=908

Q. Do you currently use either of these to track your fitness activities?

58%53%

40% 43%36%

20%

Every Day 3-4 Times/Week 1-2 Times/Week 1-2 Times/Month Every 2-3 Months Less Often

* Result significantly higher at 95%

+ Result significantly lower at 95%*

**

*

74%

62%56% 55%

37%32%

25%

Running Gym/Workout Cycling Sport Walking Swimming Other

Main  activity  &  device  usage

Those whose main activity is running show the highest device usage. Those whose main activity is walking are less likely to use a device, but still nearly two-in-five use one.

Base: aware of phone and/or wrist device AND engage in main activity

Q. Do you currently use either of these to track your fitness activities?

* Result significantly higher at 95%

+ Result significantly lower at 95%*

+

(N=76)

(N=144)

(N=32) (N=31)

(N=443)(N=41)

(N=51)

Consideration  among  non-­‐users

Those that currently use just one type of device have a high likelihood of considering a second device (60% of those who use a wrist device only would consider the smartphone applications, 69% who use a smartphone only would consider the wrist device). Of those who do not use either, 50% would consider the smartphone option and 72% a wrist device.

Q. How likely would you be to consider…mobile phone/wrist device for tracking and monitoring fitness activity in the future?

Smartphone ConsiderationBase: do not currently use smartphone apps.‘Use Neither’ n=499, ‘Use Wrist Device Only’ n=104

Wrist Device ConsiderationBase: do not currently use wrist device.‘Use Neither’ n=499, ‘Use Smart Phone Only’ n=189

31%

60%50%

16%

Currently Use Neither Device Currently Use Wrist Device Only

Consider

Not Consider

15%

69%72%

16%

Currently Use Neither Device Currently Use Smart Phone Only

Consider

Not Consider

Opportunity:  the  ‘white  space’

More than half of all respondents did not use any device to monitor their fitness activities. Yet a considerable proportion believe that both devices are very helpful or have some benefits. There is an opportunity to focus on marketing outside of device functionality: motivational capacity, inspirational personalized narratives, ability for wearables to promote a sense of community etc.

Base: Do not use any device

21%

12%

12%

56%

Smart phone only

Wrist device only

Use both

Neither

0%

12%

29%

7%

8%

9%

5%

30%

0%

15%

23%

7%

12%

11%

6%

26%

Indispensible

Very Helpful

Some Benefit

Fitness Fanatics

Too Expensive

Passing Fad

Useless

Don't Need One

Smart Phone

Wrist Device

Base:  Do  not  use  any  deviceDevice Used

Attitude Towards Devices

27    FEB– 5  JUNE

2017

www.theiconicsportchallenge.com.au

• 9  teams  across  ANZ,  pitted  against  each  other   to   find  the   fittest  team• Teams  ranked  live,  tracking  average  km  per  person,  and  total  kms• A  13  week  experience  with  weekly  challenges  and  prizes• Galapagos  adventure  of  a  lifetime  on  offer  to  finish• Weekly  discounts   from  TIS  as  extra  motivation• A  world-­‐first  connected  digital  experience

C A S E S T U D Y: T H E I C O N I C S P O RT C h a l l e n g e

THE  ICONIC  SPORT  Chal lenge  exper ience

THE  ICONIC  SPORT  Chal lenge  exper ience

THE  P A R T I C I P A N TS

15,015ENTRANT S

35

Top  five  teams:

AVERAGE  AGE

1. TASMANIA 2.  AUSTRALIAN  CAPITAL   TERRITORY

3.QUEENSLAND 4. NEW  SOUTH  WALES 5. SOUTH  AUSTRALIA

182.6kmPARTICIPANTS

149.5kmPARTICIPANTS

148.6kmPARTICIPANTS

131.04kmPARTICIPANTS

127.44kmPARTICIPANTS

-­‐20 21-­‐30 31-­‐40 41-­‐50 51-­‐60 61-­‐70

Age  breakdown:

2%

32%

27% 23% 15%

1%

PARTIC IPATION DURING  THE  EXPERIENCE

43 MARATHONS

184  Perth  to  Auckland RETURN  TRIPS  

46  TIMES  ROUND  THE  EARTH

1,847,180.21KMS  COVERED

Female Male Total  UsersTotal  Kms

AverageKms

TAS 104 58 16229,575.53km

182.6km

ACT 126 63 18928,262.115km

149.54km

QLD 980 545 1,525226,599.75km

148.59km

NSW 3,107 1,092 4,199550,236.96km

131.04km

SA 542 606 1,148146,301.12km

127.44km

WA 1,327 579 1906239,298.3km

125.6km

NT 48 36 8410,266.48km

122.22km

VIC 2,249 1201 3,450410,325.75km

118.9km

NZ 1,702 738 2,440206,314.2km

84.5km

Total  Female Total  Male Total  users10,097 4,918 15.015

1,847,180.21km

OVERALL,   PARTICIPANTS   SAID  THEY  WERE  VERY   SATISFIED   AND  READY   TO  TAKE   PART  AGAIN  NEXT   YEAR.

OVERALL  SAT I SFAC T ION

97%

OF  PARTICPANTS  WOULD  TAKE  PART  IN  THE  NEXT  EDITION

82%MORE  MOTIVATED  TO  EXERCISE

SATISFACTION  RATING4.2/5

Perception  of  THE  ICONIC  SPORT  brand

67%41%

93% 45%

PRIOR  USE  AND  ENGAGEMENT  WITH  THE  ICONIC  WEBSITEAWARENESS  OF  THE  ICONIC  SPORT,  PRIOR  TO  CHALLENGE  

WILLINGNESS  TO  PURCHASE  FROM  THE  ICONIC  SPORT PRIOR  PURCHASES  FROM  THE  ICONIC  SPORT

THE  ICONIC  SPORT  SPECIFIC CRITERIA  ASSESSED

4.4/5SENTIMENT  TOWARDS  THE  

BRAND

C A S E S T U D Y: T H A I A I RWAY S

› Promote Thailand as a sports holiday destination› Position Thai Airways as a major player in the

running space in Australia› Engage and excite our running community towards

their brand and values

› Creation of the biggest challenge to date (3 all-inclusive trips to Thailand)

› Creation and publication of media content in Thailand to tell the story of the winners

› Publication of unique survey to collect qualitative insights from engaged community

› Most popular campaign in the lifestyle category› Approximately 1,000 runners filling out the entire

survey› 9 out of 10 runners engaged through the campaign

would consider flying with Thai Airways

O B J E C T I V E

R E S P O N S E

R E S U L T S

C A S E S T U D Y: K O A L A

› Raise awareness about theimportance of high sleeping quality to improve running performance

› Acquire new customers on a commission model

› Publication of an article about the sleep impact on your running

› Creation of a demanding challenge aligned with the recommended sleeping time (8h)

› Promotion of very attractive offer ($150 discount on any mattress)

› Among the top 3 most popular challenges in the lifestyle category

› Strong ROI on the full campaign activation› Top 3 most read articles on the Running Heroes

Blog

O B J E C T I V E

R E S P O N S E

R E S U L T S

C A S E S T U D Y: B O S E

› Promote new SoundSport product line targeting avid runners

› Highlight key features of the new product in an innovative way

› Creation of a blog article “5 sounds runners hear and hate” to communicate key benefits through native content

› Conception of a challenge offering the product as winning price before market release

› Most popular challenge in sports gear category at the time

› Active contribution to establishing earphones as the most popular product category in the community

› Among the Top 3 click-through rates to Bose website

O B J E C T I V E

R E S P O N S E

R E S U L T S

COMMUNITY  COMES  FIRST

We  are  all  more  connected  than  ever,  with  fewer  meaningful  connections.

Amidst  all  the  data,  statistics,  and  noise,  a  human  touch  is  paramount.

Sport  Heroes  puts  community  at  the  heart  of  everything  we  do.

Community  comes  first.

K E E N T O C O N N E C T ?

Sam Canavan

Managing Director, Sport Heroes

e : sa m @r unni ng he r o e s . c o m

w: spo r t he r o e sg r o up. c o m