Individual and unorganized sports with a health-related focus, such as recreational running, have grown extensively in the last decade. Consistent with this development, there has been an exponential increase in the availability and use of electronic monitoring devices such as smartphone applications (apps) and sports watches. These electronic devices could provide support and monitoring for unorganized runners, who have no access to professional trainers and coaches. The purpose of this paper is to gain insight into the characteristics of event runners who use running-related apps and sports watches. This knowledge is useful from research, design, and marketing perspectives to adequately address unorganized runners’ needs, and to support them in healthy and sustainable running through personalized technology. Data used in this study are drawn from the standardized online Eindhoven Running Survey 2014 (ERS14). In total, 2,172 participants in the Half Marathon Eindhoven 2014 completed the questionnaire (a response rate of 40.0%). Binary logistic regressions were used to analyze the impact of socio-demographic variables, running-related variables, and psychographic characteristics on the use of running-related apps and sports watches. Next, consumer profiles were identified. The results indicate that the use of monitoring devices is affected by socio-demographics as well as sports-related and psychographic variables, and this relationship depends on the type of monitoring device. Therefore, distinctive consumer profiles have been developed to provide a tool for designers and manufacturers of electronic running-related devices to better target (unorganized) runners’ needs through personalized and differentiated approaches. Apps are more likely to be used by younger, less experienced and involved runners. Hence, apps have the potential to target this group of novice, less trained, and unorganized runners. In contrast, sports watches are more likely to be used by a different group of runners, older and more experienced runners with higher involvement. Although apps and sports watches may potentially promote and stimulate sports participation, these electronic devices do require a more differentiated approach to target specific needs of runners. Considerable efforts in terms of personalization and tailoring have to be made to develop the full potential of these electronic devices as drivers for healthy and sustainable sports participation.

This article provides a unique opportunity to compare gender inequalities in sports participation across Europe, and the extent to which this varies by age using large, cross-sections of the population. The Eurobarometer Survey 62.0 (carried out in 2004 at the request of the European Commission and covering the adult population of 25 European member states, N = 23,909) was used to analyse differences in regular sports participation by gender and by age in the different countries. For the majority of countries, the occurrence of regular sporting activity was less than 40%. Additionally, binary logistic regression analyses identified significant gender differences in sports participation in 12 countries. In Belgium, France, Greece, Latvia, Lithuania, Slovakia, Spain, and the UK, men were more likely to report being regularly active in sports than women, whereas in Denmark, Finland, Sweden, and the Netherlands the opposite was true. Moreover, the extent to which these gender inequalities differ by age varies considerably across countries. The results imply that: (i) in some European countries more efforts must be undertaken to promote the original goals of the Sport for All Charter, and (ii) to achieve more female participation in sports will require different policy responses in the diverse European member states.

The increasing commercialisation of the sports sector and changing consumer demands are some of the issues that create challenges for non-profit sports in contemporary society. It is important for managers and marketers of these organisations to innovate because innovation is a way to grow within a competitive environment and to meet customers' expectations. The present study aims to develop an explorative typology of sports federations based on their attitudes and perceptions of determinants of innovation and their innovation capacity. A cluster analysis suggested three clusters with different responses towards service innovation: traditional sports federations, financially secure sports federations and competitive sports federations. Sports federations perceiving competition in terms of financial and human resources, favouring change and paid staff involvement in decision-making processes, and with negative economic perceptions are significantly more innovative. These findings have implications for the management and marketing of non-profit sports organisations.

This study examines leisure-time sport participation among adults according to their socio-cultural background and from a time-trend perspective. Using stapled cross-sectional survey data, sport participation trends in Flanders (Belgium) are studied for the 1979-99 period. The study explores the extent to which social inequalities in leisure-time sport still prevail. The results indicate that age, gender and social class remain the most important factors influencing sport involvement. Differences according to age, gender and social class are not only found with respect to participation rates; even among sport participants, social differentiation takes place in terms of the organizational context and participation preferences. Using logistic regression modelling and canonical correlation analysis, stratification patterns and different sporting styles are identified in terms of activities. The findings are discussed in terms of three decades of the Sport for All movement in Flanders.