If you really want to attract the attention of consumers and become the preferred lifestyle brand, you need to know your target groups inside out. Sound data analysis and consumer surveys are the key to recognizing relevant trends.
Claudia Gelbe and Bastian Graber from Toluna are experts in consumer market research. They know their way around personas, consumer habits, (social) media use and lifestyle trends. For ISPO.com, the Toluna Managing Director DACH and the Senior Client Partner have compiled 7 consumer trends. They all show: The sporting goods industry has enormous potential - whether it's new communication channels or the everyday lives of consumers.
You can find more trends from 30 NOV. - 02 DEC. at ISPO 2025. The ISPO Brands & Products Arena offers the ideal environment to effectively present your brand - be it in the outdoor, performance, team sports or other dynamic segments - and to discover and learn about emerging trends.
The 7 learnings at a glance:
- Omni-channel is a must
- Combining digital and physical experiences
- Focus on wellbeing
- Self-expression and identity
- Reach new target groups
- Using new communication platforms
- Be where your community is
- Conclusion: Focus on the target group
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Conclusion: Focus on the target group
The 7 Consumer Insights clearly show that if you want to remain relevant as a sports or lifestyle brand in the future, you have to do more than just sell products. It's about really understanding target groups - their values, their behavior, their needs.
Data-driven decisions, genuine proximity to the community and a feel for trends such as wellbeing, self-expression or new touchpoints make all the difference. Brands that are prepared to adapt flexibly to new platforms, lifestyles and communication channels not only create visibility, but also trust and long-term loyalty.
Now is the time to put your own strategy to the test: Where is my target group - and am I really present there?
You can find more learnings and insights from 30 NOV. - 02 DEC. at ISPO 2025 - what are you waiting for?