James, a die-hard motorcyclist and seasoned off-road racer, spends his weekends navigating treacherous terrain and the buzz of racetracks. It’s a world filled with adrenaline, roaring engines and the thrill of speed.
But what might surprise those who only know James for his love of motorcycles is his passion for cooking, gardening and his local book club. Beyond the rough exterior of a motorsports enthusiast lies a world of diverse interests that shape his or her identity.
James’ story is not unique. Many motorsports enthusiasts have their own hobbies outside of motorsports – and you’d be surprised how adept some of them are at painting or playing soccer.
Intrigued by this, we wanted to learn more about what consumers do outside of powersports and how these other leisure activities impact their participation in powersports. We therefore carried out an investigation facilitated by ourconsumer panelexploring this topic.
Leisure activities outside of motor sports
Many powersports consumers lead lives outside of powersports and seek enjoyment in many leisure activities. We found that most of our survey participants engaged in leisure activities that included watching TV (66%), traveling (56%), participating in outdoor activities likehiking or camping(55%), read or write (52%), and do DIY projects (51%).
The frequency of performing these activities varies, with reading or writing and watching TV being daily activities for many (59%), while fitness (58%), gardening (56%) and cooking or baking (47%) is often a daily activity. routine several times a week.
It is clear that many consumers have been engaging in their favorite leisure activity for more than 10 years. So, this gives them enough time to become good and proficient at some of these activities. For example, many consider themselves advanced, or at least intermediate, in certain leisure activities that involve skills (team sports, individual sports, gardening, cooking, DIY, etc.).
Demographic Insights into Leisure Preferences
Men tend to lean more toward DIY projects, while women tend to prefer cooking or baking to their male counterparts. Yet both sexes show similar levels of interest in all other categories.
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Employment status appears to have a subtle influence, with a weak correlation between people currently working and preference for watching TV or playing video games. It is possible that these activities serve to relax after a demanding day at work.
Household size also plays a role in determining leisure interests. Participants with larger households (4 or more members) demonstrate a slight inclination toward outdoor activities, perhaps reflecting a family-oriented recreational approach.
Geography further shapes preferences. People in rural areas express more interest in DIY activities and outdoor activities, but less in fitness activities and travel. Conversely, commuters appear to have a greater propensity to travel, exploring beyond their immediate surroundings.
Homeownership also reveals a distinct trend, with homeowners more likely to engage in activities involving their home, such as DIY projects, board games, and gardening (compared to non-homeowners) .
Participating in crossover activities adds another layer, connecting those interested in outdoor activities with nature-related hobbies and connecting fitness enthusiasts with individual sports. These connections may signify underlying values or motivations, such as personal development or love of nature, that influence leisure choices.
Community and social connections
Community and social connections play a complex role in shaping the leisure interests of powersports consumers. Most respondents (73%) are not part of a community or group linked to their leisure activity. However, the remaining 27% are engaged in volunteer groups, local clubs or active online communities related to their leisure activity.
Looking in more detail at the 27% of them who are engaged, it appears that being part of a group seems to strengthen the perception of social life, creating a deeper connection in the activity. This emotional aspect should not be neglected either, because many participants consider themselves “emotionally connected” to their hobbies, with a particularly strong connection found in fitness and artistic activities.
These findings provide a potential opportunity to foster community involvement and create emotional connections with consumers. Encouraging these connections could strengthen brand loyalty, improve customer satisfaction and foster a more unified and engaged consumer base.
Motor sports vs. other leisure activities
So, what are consumers’ priorities when it comes to engaging in powersports activities versus leisure activities?
According to our results, it appears that activities related to motor sports take precedence over other leisure activities. Most (58%) enjoy motor sports as much as other leisure activities. But 37% prefer motorsports activities to other hobbies, while 6% prefer leisure activities to motorsports.
This clear preference is also manifested in the time allocated to each activity. Consumers were pressured to choose between motorsports or leisure activities when faced with the decision to reduce their time spent on one or the other. 29% said they would reduce their leisure activities to focus more on motorsports, while 14% chose to reduce motorsports to enjoy other leisure activities. Interestingly, 28% said they would reduce both of these activities, demonstrating the dominant role of motorsports in time spent on either activity.
However, most consumers (60%) will find a way to combine the two types of activities to optimally enjoy both. Leisure activities like camping, hiking or photography are often combined with motorcycle road trips.
Perception and acceptance of motor sports activities
The perception and acceptance of motorsport activities reveals a contrasting view of enthusiasm and stigma. 49% of participants feel more admiration for their involvement in motorsports than for their leisure activities (21%). However, alongside this recognition, there is a certain level of stigma. For example, they are stereotyped as reckless for riding a motorcycle or criticized for spending “too much” money on their powersports vehicles instead of spending it elsewhere.
When it comes to participating in recreational activities, consumers do not receive the same level of stigma or acceptance as when participating in motorsports activities. In fact, 41% feel neither stigmatization nor acceptance for their recreational activity – compared to 49% who feel both acceptance and stigmatization for their motorsports activity. This illustrates that there are stronger emotions or perceptions around participation in motorsports than participation in other leisure activities. It also highlights the dual nature of motorsports in the public eye: an activity that commands respect and fascination while also giving rise to errors of judgment.
Future involvement in motorsports
Future engagement in motorsports appears promising, with 65% of participants expecting to maintain their current level of involvement. Even more encouraging, 19% anticipate an increase in their participation, often linked to having more time during retirement or other life changes.
However, there is also a segment (10%) that expects engagement to decline, primarily due to factors such as age, health, and physical limitations.
With 78% of respondents indicating that specific factors such as time, health, money and age influence their overall engagement, the industry needs to be aware of these elements as it prepares for the future motor sports.
What this means for dealers
Remember James, the motorcyclist who found pleasure on racetracks and other leisure activities?
Imagine if a company not only sold him his favorite motorcycle gear, but hosted a community event blending his love of motorsports with cooking or gardening. This approach would resonate with James and many people like him.
Industry stakeholders can leverage insights from our survey to build multidimensional connections with consumers like James. By recognizing and integrating diverse leisure interests, businesses can create targeted marketing campaigns, product offerings and community events that resonate more deeply with their audiences.
It’s not just about selling equipment or promoting a sport; it’s about understanding and catering to a lifestyle that suits each individual (remember, all consumers live in their own little world!). In doing so, stakeholders pave the way for deeper engagement, greater customer loyalty, and a more holistic view of what motivates and delights their community.
