Posted on April 17, 2015

SPORTS MARKETING SURVEYS INC. (SMS INC.) –The UK’s leading independent sports research firm announces the results of a detailed study into the MITIE LONDON REVOLUTION Sportive.


The data outlined offers in-depth analysis on the purchasing and behavioural activity, along with equipment usage of cyclists who participated in the UK’s largest multi-day Sportive.

Ahead of the 2015 event, to be held on 16th -17th May, SMS INC. can reveal that participants in the 2014 event relied on 52 different bike brands to complete the multi-day ride.

The four most popular brands, chosen by 45.7% of the entrants, were Cannondale, Giant, Trek and Specialized, with the latter the most prevalent manufacturer. Mavic and Shimano were the preferred wheel suppliers for over a third of the group.
The four dominant bike brands also made up the top six models chosen by riders. Giant’s Defy was the most popular model in the 2014 MITIE LONDON REVOLUTION, with Boardman’s Team Carbon Model also popular among participants. Interestingly, the vast majority of the riders owned at least two bikes, and more than half of those sampled competed on a bike that was less than two years old.

SMS INC. also garnered interesting insight on other aspects of the group’s purchasing behaviours. The survey reveals that riders spent an average of £1,738 on their ‘competition’ bike, while they anticipated a spend of over £2,000 on their next purchase. Those surveyed also revealed their preference for purchasing bikes from an independent retailer, while tyres were much more likely to be bought online.

Extensive insight is also available from SMS INC. on the behaviour of those participating. For example, the report reveals that cyclists competing in the event cover an average of 80 miles per week on their bikes.

SPORTS MARKETING SURVEYS INC. exhibits comparable data for major Sportive events throughout the UK & Europe.
Further cycling participation data covering 11 international markets is also available from SMS INC. now.

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