The Rise of the Active Explorer

SUMMER 2015 VOL. 1

IT’S MORE THAN A TREND. IT’S MORE THAN A MOVEMENT. IT’S A REVOLUTION. THE RISE OF THE ACTIVE EXPLORER

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table of contents:

10

:01 FITNESS

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16

:02 HEALTH

22

:03 GEAR

28

:04 TRIBE

34

:05 TREND

WHO ARE ACTIVE EXPLORERS?

BEYOND DEMOGRAPHICS, BEYOND PSYCHOGRAPHICS, THE FUTURE BELONGS TO THE ACTIVE.

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ACTIVE EXPLORERS ARE A STATE OF MIND THAT’S BECOMING MAINSTREAM. THEY WANT TO LIVE LONGER AND FILL THOSE YEARS WITH INFINITE POTENTIAL. THEY’RE PRACTICING WELLNESS THROUGH PHYSICAL ACTIVITY, SMART EATING, AND MAINTAINING THEIR MENTAL HEALTH. THEY’RE CHANGING THE WAY FOOD IS SOURCED, BODIES ARE TONED, AND FITNESS IS MEASURED. IF YOU’RE NOT TALKING TO ACTIVE EXPLORERS, YOU’RE NOT TALKING TO YOUR FASTEST GROWING, MOST AFFLUENT, AND MOST EDUCATED CUSTOMERS.

WHO ARE ACTIVE EXPLORERS?

WE’VE PASSED THE POINT WHERE ACTIVE EXPLORERS ARE LIMITED TO PIONEERS OR GEOGRAPHIC AREAS. WE’VE NOT ONLY GONE MAINSTREAM, WE’RE LEADING THE CHARGE FORWARD. WHAT USED TO BE THE DOMAIN OF SHOEMAKERS AND CAMPING SUPPLY COMPANIES NOW INCLUDES INSURANCE AGENCIES, AIRLINES, DETERGENTS, BEVERAGES – ANYTHING THAT WE SEE, FEEL, TASTE OR TOUCH.

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THERE ARE A MILLION WAYS TO GET FIT, AND ACTIVE EXPLORERS ARE PIONEERING NEW ONES EVERY DAY. THERE’S A FITNESS REGIMEN FOR EVERY PERSONALITY. WHAT’S YOURS?

LOCAL, FRESH, AND ORGANIC. THAT’S NOT JUST OUR PRODUCE, THAT’S OUR MENTALITY. ACTIVE EXPLORERS ARE MOVING AWAY FROM PROCESSED FOOD AND HEEDING THE CALL OF AUTHENTICITY.

HEY. ACTIVE EXPLORERS MAY BE COMPETITIVE, BUT WE’RE IN THIS THING TOGETHER. YOU WANT TO BE IN THE CLUB? JUST SAY THE WORD.

ACTIVE EXPLORERS DON’T BLAME THEIR TOOLS. THEY SEEK BETTER ONES. THEY’RE ALWAYS ON THE LOOKOUT FOR QUALITY, CRAFTSMANSHIP, AND GOOD VALUE.

WHY WILLIAMS HELDE?

WILLIAMS HELDE KNOWS ACTIVE EXPLORERS. WE KNOW THESE PEOPLE, BECAUSE WE ARE THESE PEOPLE. MARC WILLIAMS, PRESIDENT

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WE KNOW THEM THROUGH OUR CLIENTS WHO, WE HELP LOCATE ACTIVE EXPLORERS AND SPEAK THEIR LANGUAGE. WE KNOW IT THROUGH OUR PASSIONS, LIKE HIKING, KAYAKING, SURFING, RUNNING, BIKING, BOXING, AND MORE. WE KNOW IT FROM EATING FRESH AND LOCAL. WE KNOW IT FROM LIVING IN THE PACIFIC NORTHWEST, BEING PICKY ABOUT THE GEAR WE BUY, FINDING THE PEOPLE TO FORM OUR TRIBES. THIS IS TO SHARE SOME OF WHAT WE’VE LEARNED OVER THE LAST FEW MONTHS AND HELP YOU SEE YOUR CUSTOMERS WITH A FRESH PERSPECTIVE. WE’VE BROKEN OUT THE INSIGHTS WE’VE GLEANED INTO FIVE SECTIONS: FITNESS, HEALTH, GEAR, TRIBE, AND TRENDS. ACTIVE EXPLORERS ARE ALWAYS IN MOTION; SO IF YOU HAVE A QUESTION, PLEASE CALL. WE’D LOVE TO HELP YOU RIDE THE WAVE.

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FITNESS

FITNESS

YOUR BODY’S NOT A TEMPLE. IT’S A SANCTUARY.

FITNESS ISN’T SOMETHING YOU DO. IT’S SOMETHING YOU ARE. Whatever you’re doing r ig ht n ow, y o u’ r e i n the fitness zone. Stand in g, s it t i ng , wa l k i ng , riding – fitness isn ’t an e v e nt , i t ’s g o i ng on all around you . As w e lear n m o r e a bo ut the body and h ow it gro ws and c ha ng e s , we realiz e that fitn ess isn’ t j us t g o i ng t o t he gym or hittin g the trai l. I t’s l i t e r a l l y e v e r y s te p y ou take.

As fitness becomes more a part of our lives, it’s less of a thing you do and more of a way you see the world. Fitness is a lifestyle, and it’s more accessible and powerful than ever.

Every day is a chance to be the ultimate you, whether it’s a walk around the block or an ultra-triathalon. Fitness is changing the way we think.

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PHYSICAL ACTIVITY (IN MINUTES)

30 AVERAGE DAY

90 FOCUSED DAY

GYM/FITNESS CLUB REVENUE

$22M

$11M

2000

2015

FULL-TIME PERSONAL TRAINERS IN THE U.S.

253, 000 HEALTH CLUB MEMBERS IN THE U.S. (IN MILLIONS)

44 “I AM PART THERAPIST, PART FRIEND, PART BENEVOLENT DICTATOR, PART TEACHER, AS WELL AS PART INSTRUCTOR.” BRIAN MANNION, PROFESSIONAL ATHLETE/TRAINER

INSTANT FEEDBACK. O ne of th e fueling fact or s be hi nd o ur increased fitness awa rene s s i s t he r i s e of th e quantified sel f. F ro m s m a r t pho ne s to FitBits to Ap ple Wa t c he s , we ’ r e a bl e to cou nt our m ove me nt by th e c a l o r i e and track our prog r e s s a s we ge t s t r o ng e r, faster, a nd l ighter. I t ’s one th ing t o g o for a ten-mile b ike r id e. I t’s a no t he r t o bask in the accom pl is hm ent of a ne w per son al record.

It’s n ot just c hang ing the wa y we t hi nk : it’s ch anging t he way we bu y. M a pM y Run w ill n ow link to Z a ppos so th at o nc e y ou pass a mileage li mi t, y ou ’l l be recommend ed a n e w pa i r o f s ho e s .

That’s not science fi ct io n. Tha t ’s happening tod ay.

It’s n o secret that f it ne s s pro duc t s ha v e a halo: you’ll pay mo re f or s om e t hi ng that h elp s you feel b et te r. But o nc e y ou ’re in the fitn e s s e c o s y s t e m , y o u’ r e more l ikely to seek out s ol ut io ns t ha t keep t hat feelin g g oi ng . Ke eping y o ur body active natu ral ly l ea ds t o que s t i o ns abo ut how to fuel i t, how t o out f i t you rself, and how t o jo in a t ea m .

FITNESS

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FITNESS IS A GATEWAY DRUG. COMPETITIVES

C o mp e titive an d p r o f e s si o n al at hle t e s sp en d m o n ey o n p e r s o nal t r ainin g, m e dit atio n, co uns elin g, h e alt hy f o o d, p hysic al t h e r apy, r e cove r y p r o du c t s, an d fit n e s s le a rnin g t o o ls .

T h ey a r e t h e t r en ds e t t e r s, t h e ico ns, an d t h e co mmunit y le a d e r s.

ENTHUSIASTS

N o t eve r yo n e c an b e a p r o f e s sio n al. Ent husias t s b rin g t h e s am e fir e as co mp e titive at hl e t e s, b u t t h ey’r e s atis fie d wit h in cr e m en t al imp r ove m e nt a n d a r e n’ t a f r a i d t o celeb r at e p e r s o n al r e co r ds.

WHAT IT MEANS FOR YOUR BRAND Y O U ’ R E P A R T O F T H E A C T I V E E C O S Y S T E M . W ha tev e r y our p r o du c t is , f r o m insur an c e to au to m o tiv e , y o u’r e eith e r enablin g a c tive h e althy life s t yle s o r ge t tin g in th e w ay. To find cle a r w ay s to c o mmunic a te with y our cus to m e r s , yo u n e e d to find a w ay to r efle c t th e v alu e s of a c tive e x plo r e r s .

F E E L I N G G O O D I S A P O W E R F U L M O T I VAT O R . If p e o ple think th ey ’r e pur suin g h e althy g o als , n o ma t te r w ha t y o ur p r o du c t, th ey will p ay m o r e a t tentio n and m o r e m o n ey. L o o k a t y o ur b r and thr o u gh th e p ris m of phy sic al, e m o tio nal, and s piritual h e alth, and find v alu e s tha t r e s o na te to sha r e with y o ur cu s to m e r s .

WEEKEND WARRIORS

We e ke n d w a r ri o r s m ake t h e m o s t o f t h eir limit e d w o r ko u t tim e. In f a c t , s tu die s sh o w t h at p e o ple w h o w o r k o u t o nly o n t h e w e eken ds a r e as fit as t h o s e w h o w o r k o u t m o d e r at ely five tim e s a we ek . T h at ’s g o o d w o rk .

HEALTHIES

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O f t en, fit n e s s ent husias t s n e e d a t rig g e r, an d f o r m any p e o pl e it ’s t h e s t at e o f t h eir h e alt h. Eit h e r t h r o u g h a d o c t o r ’s r e co mm en d atio n o r s im p l y b e in g d i s s a t i s f i e d with how they look in a m i r r o r, m i l l i o n s o f p e o p l e join the active healthy l i f e s t y l e t o f e e l b e t t e r, lo o k b e t t e r, o r live lo n g e r.

A C T I V I T Y B R E E D S L O YA L I S T S . Mo re than many psycho graphic s, A c tive E x plo r e r s lo ve w ha t w o r k s and will s p end h o ur s c o nvin cin g yo u tha t th eir w ay is th e b e s t. P a r t of it is th e ef fo r t th ey pu t into th eir a c tivitie s fo r m s a p s ych olo gic al b o nd to th e p r o du c t, bu t it g o e s de ep e r than tha t. O n c e yo u have an A c tive E x plo r e r p a s sio na te ab o u t yo ur b r and, yo u in cr e a s e yo ur chan c e s of havin g a b r and a mb a s s a d o r fo r life .

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HEALTH

HEALTH

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WHO HAS HEALTH HAS HOPE.

BUILT ON TRUST. A big par t of the Active E xplorer revolution is o ur slo wly daw nin g r e aliz a tio n ab o u t what kinds of foods are good for our bodie s.

T h e r e is s o mu ch c o nflic tin g info r ma tio n ou t the r e ab ou t c a rb s and glu ten, f a t and p r o tein, o r g anic and GM O, tha t it ’s ha rd to find th e t ru th ab ou t w ha t w e s h o uld e a t and h o w w e sh ould e a t it.

Lu ckily, s o m e of tha t fo g is b e ginnin g to cle a r. P a r tly, w e have m o r e o ptio ns to e a t f r e sh and lo c al than eve r b efo r e .

Bu t als o, th e la s t de c a de ha s s e en th e

r i s e o f t h e cu r a t e d g r o c e r y s t o r e , like Whole Fo o ds, Tr ader Jo e’s, and other s who w o n’ t pu t jus t any thin g o n th eir sh elv e s .

T h e s e s to r e s h elp us fe el s afe ab o u t w ha t k in d s o f f o o d s w e’r e ch o o s in g f o r o u r f a mili e s – a n d w e’ll h a p p il y p a y f o r t h a t a d vic e . Pe o ple w h o c o nsid e r th e m s elv e s h e althy e a te r s hav e g r o w n 3 8 % o ve r th e la s t fiv e ye a r s and sh o w n o sign of slo win g d o w n.

“I SPENT MOST OF MY LIFE PUSHING MY LIMITS WATERSKIING, ON A SNOWBOARD, ETC. AND IT’S HARD TO GRAPPLE WITH THE FACT THAT I CAN’T DO WHAT I USED TO. LIVING PAIN-FREE, FITTING IN MY CLOTHES, AND KEEPING MY MEDICAL ISSUES UNDER CONTROL THROUGH DIET AND EXERCISE IS THE NEW BAR.” SALLY JULIEN, 46

NO MATTER WHERE YOU GO, THERE YOU EAT.

DRIVEN TO THRIVE.

The more we crave fresh, wholesome food, the more we realize that the best way to get it is to stay close to home. From gourmet restaurants to your local grocer, we’re paying more attention to where our food is coming from. It’s no secret tha t o r g anic, h e althy, n o n - p r o c e s s e d fo o d happens to be more expensive. The surprising thing is that so many people are willing to pay for it. A side-by-side comparison of an organic apple with a GMO apple isn’t fair; the GMO will almost always look better and last longer. But more and more, we’re looking for what’s beneath the skin.

More than ever before, Active Explorers aren’t accepting the easy nutritional answer. They’re questioning conventional wisdom and finding what’s right for their bodies. They’re pushing forward to discover new superfoods like kale and r e s v e r a t r ol. T h ey ’r e identif yin g h e r b al supplements that keep their bodies healthy and their minds alert. They’re not just watching what they eat; they’re fine-tuning what fuels them.

“I enjoy shopping at farmer’s markets not just because it supports the local economy, but also because I get to meet the farmers, learn about their practices, build a relationship and further a sense of communit y,” says Monique Duran, an avid weekend warrior surfer. “That way I eat seasonally, and it’s better for the land.”

If you think this value equation is limited to Active Explorer core brands, think again. Active E xplorer Sally Julien bought a Ne spre s so machine that failed out-of-the-box. Game over, right? Except they replaced her machine, no questions asked. “I became a life-long brand advocate for Nespresso because of the overall experience and the way they handled it. It’s led me to buy a lot of additional stuff from them because I know they stand behind their product.” Shared values. Loyal consumers.

Sense a trend?

The study of food science has accelerated even in the last few years. What used to be the domain of farmers’ markets and backyard gardens has become mainstream. Active Explorers are not looking for quick fixes or fad diets: They’re in a constant quest for balance. They’re listening to their bodies more, and pushing back against what doesn’t make sense.

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U.S. ORGANIC FOOD GROWTH ($B)

SHARE OF CART, 2015

WHY PEOPLE CHOOSE ORGANIC

ORGANIC FOOD VS. ALL GROCERIES 5-YEAR CUMULATIVE SALES GROWTH (2009-2013)

20 70%

45%

30 55% 53% 44% 35% 31%

14%

42% 10

0 1992

02

11

U.S. ORGANIC SALES ($B) U.S. CERTIFIED FARM OPS (1000) U.S. ORGANIC FARMLAND ACRES (M)

HEALTHY NATURAL/ORGANIC

HEALTHY EATING AVOID CHEMICALS CARE FOR ENVIRONMENT ANIMAL WELFARE TASTE

ORGANIC FOOD OTHER GROCERIES

WHAT IT MEANS FOR YOUR BRAND BE AUTHENTIC. It matters where your company started, what it believes in, and where it’s going. Embrace your place in your ecosystem and celebrate where you are and what you do.

LESS IS MORE. Active explorers aren’t looking for bargains so much as they are looking to make investments in their bodies, their lives, and the things that matter most. They’ll wait for the right thing rather than be motivated by a sale on the next-best.

YOU’RE NOT FOR EVERYONE. Your brand is a club, and clubs are by definition exclusive. You can’t appeal to everyone, so don’t even try. Increasingly, active explorers are attracted to brands who plant a flag and have a point of view that aligns with their own.

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GEAR

GEAR

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TO BE IN THE CLUB, YOU NEED A BADGE. SPORTING GOODS REVENUE ($M)

2002

2012

ACTIVEWEAR REVENUE PROJECTED TO GROW 50% BY 2020 ($B) TO:

100 BILLION

QUALITY ISN’T EVERYTHING. IT’S THE ONLY THING.

THERE’S ALWAYS A BETTER WAY.

From signature aerodynamic cyclist jerseys to yo ur f avo rite p air of yo g a p ant s , f r o m quick- dr yin g r unnin g sh o r t s to th e 11 mil w e t suit fo r s p rin g dive s , A c tiv e E x plo r e r s embr ace ge ar as p er fo rmance ne ce s sitie s, as displays of commitment, as selfidentification and as an excuse to get back o u t th e r e .

One of the most critical elements in fitne s s gear is innovation. If you actively par ticipate in an a c tivit y, you’r e alw ay s r unnin g into p r o b l e m s i n s e a r c h o f s o lu t i o n s . T h a t crampon doesn’t stake. That bike tire doesn’t grip. The driving force in product innovation in th e a c tiv e h e althy life s t yle ma r ke t is to t ake a s a d s o n g, and make it b e t te r.

O f c o ur s e yo u n e e d qualit y to even c o mp e te a m o n g A c tive E x plo r e r s . W ha t w e’r e t alkin g ab ou t g o e s mu ch de ep e r than tha t. Yo u will a t t r a c t cus to m e r s n o t b e c aus e yo u hav e th e b e s t p r o du c t, o r b e c au s e yo u have a proprietar y proce s s. You’ll at tract customers b a s e d o n w hy yo u s t a r te d in th e fir s t pla c e .

Ev e n t e c h n o l o g y t h a t ’s b e e n a r o u n d f o r d e c a d e s isn’ t immun e . L a s t ye a r, O r e g o n Manife s t challenged five majo r U.S. citie s to create the per fect commuter bicycle.

T h e w i n n e r, d e s i g n e d b y Te a g u e , h a s removable handlebar s that can be used as a lo ck. It s re ar hub transmis sion shif t s ge a r s automatic ally b a s e d on the sp e e d o f t h e front wheel. An electric motor for navigating S e a t tl e’s hill s , a n d li g h t s t h a t m a ke t h e bike r m o r e visible to t r af fic, and yo u have what might b e the wo rld’s p er fect commuter bike – a t le a s t until th e n e x t b r e ak thr ou gh c o m e s alo n g.

L o o k a t P a t a g o nia. T h eir envir o nm ent-fir s t e th o s and c o nt ribu tio ns to envir o nm ent al groups was revolutionar y when they s tar ted in 1973, w h en th e envir o nm ent w a sn’ t an e s s ential value to millions of p e ople around th e w o rld. N o w, th ey ’ve h elp e d r ais e o ve r $ 4 6 millio n fo r th o s e c au s e s , and th ey a r e n’ t f i n i s h e d y e t . T h e y d i d n’ t s t a r t b i g , bu t th eir f ans w e r e p a s sio na te , and o n c e th ey t rie d th e b r and, th ey r a r ely lef t it.

GEAR

THE DEMOCRATIZATION OF ACTIVE. G ear u sed to be the dom ai n of t he pr o fessionals. On ce it was t ried and t e s t e d, it would trickle down to the enthusiasts and the weekend warriors, eventually making its way into the general population.

That era is coming to a close. Today, you’re just as likely to need a tent for camping at Sasquatch as you are for Yosemite, and more likely to be hiking up Runyon Canyon than the Appalachian Trail. The demand for casual athletic gear is insatiable and it’s only heating up.

N ike is the p referred c lo thing br a nd, by far, of American teenagers. Not athletic brand. Clothing brand. Athletic gear is to this generation what jeans were to the last.

As financial pressure drives most fashion brands to cut their m argins , at hle t ic brands are in creasing t he ir s . At hle t a , Gap’s fastest-growing brand, is matching Lululemon ’s step -by-g ro wt h s t ep .

ACTIVEWEAR INTENDED FOR EVERYDAY, CASUAL WEAR (%)

33 SPORTS APPAREL VS. ALL APPAREL 5-YEAR CUMULATIVE SALES GROWTH (%) (2009-2013)

22 13 SPORTS APPAREL

ALL APPAREL

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WHAT IT MEANS FOR YOUR BRAND BE ASPIR ATIONAL. People will buy your brand for the life they want, not the life they have. Let your customers imagine their lives with your product, and then make them wonder how they could ever live without it.

INNOVATION NEEDS A STORY. Too many products innovate because they can, not because they should. In the Active Explorer mindset, every new product comes out of a need – or a drive to be better, stronger, or faster. Find that story, and tell it well.

QUALIT Y IS JOB ONE. Even if you’re purely functional or parity, your brand has badge value. Make sure your product is one people are proud to use and talk about.

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TRIBE

TRIBE

YOU ARE TRULY HOME ONLY WHEN YOU FIND YOUR TRIBE.

FIND YOUR PEOPLE. No mat ter what you love, or what you’ve a l w a y s w a n t e d t o t r y, t h e r e ’s a c l a s s f o r tha t. Fr o m r o ck climbin g to a d v an c e d y o g a technique s, from dragon boating to quidditch, you c an find p e o ple a s cr a z y a s y o u a r e to t ake th e plun g e .

C o nn e c tio n is a s e a s y a s a t ap o n yo ur ph o n e , linkin g yo u to millio ns of fello w a d ventur e r s , e a g e r to h elp. N e e d a d vic e o n a n e w sh o e , o r th e b e s t yo g a ma t?

N e e d a n e w t r ail, o r e a g e r to bla ze yo ur o w n ? It ’s o u t th e r e , clo s e r than eve r.

All yo u have to s ay is “ ye s .”

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TOTAL RUNNING EVENTS

YEAR: 2013

28,200 COUNTRY: U.S.A.

RUNNING EVENTS BY POPUL ARIT Y

43% 10% 8% 39%

5K (8.4M FINISHERS) 10K HALF MARATHON ALL OTHER

FEMALE RUNNING EVENT FINISHERS IN 2013 (VS. 1.2M IN 1990)

NON-TR ADITIONAL EVENT PARTICIPANTS (IN MILLIONS) 2013 MUD, COLOR-THEME, OBSTACLE, ETC.

4 “FOR SOMETHING LIKE FLYWHEEL IT BRINGS OUT A SENSE OF LIGHT-HEARTED COMPETITION. I LOVE THE COMMUNITY ASPECT.” ALEX SWEENEY, FLYWHEEL INSTRUCTOR

TRIBE

With cr o wds our cin g, y o u c an dis c o v e r n e w r ou te s and c o mp a r e yo ur tim e to d ozens of o th e r s . It ’s n o t ju s t a g r e a t r e s o ur c e , it ’s als o g o o d busin e s s . In 2 013, Unde r A r m o r, o n e of th e la r ge s t a thle tic app a r el b r and s in th e w o rld, pur cha s e d MapM y Fitn e s s fo r $15 0 millio n – and ha s a c c e s s to o v e r 13 0 millio n uniqu e m e mb e r s .

EQUIPMENT

The most striking thing about Active E xplorer t rib e s is tha t th ey ’r e c o ns t antly in s e a r ch of new frontier s. The rise of adventure r a c i n g , li k e To u g h M u d d e r a n d S p a r t a n Race s, wouldn’t be pos sible without a forum to a t t r a c t p e o ple w h o a r e e qually ins an e in s e a r ch of a challen g e .

$2552 $1,740

A l e x S w e e n e y, a n in s t r u c t o r a t F l y w h e e l, s ay s , “Fo r s o m e thin g like Fly w h e el it b rin g s o u t a s e n s e o f li g h t- h e a r t e d c o m p e ti ti o n,” s h e n o t e s . “I l o v e t h e c o m m uni t y a s p e c t .

Yo u find yo ur s elf sur r ound e d by like - mind e d fitn e s s -fo cus e d p e o ple w o r kin g to w a rd th e s a m e g o als .” A pp s like Fito cr a cy, Runke e p e r, Fit s t a r, Runt a s tic, and C a r r o t alr e a d y hav e built- in m o tiv a tio nal to ols , h elpin g to make fitn e s s m o r e like a g a m e .

$2,230

Ev en w h en yo u’r e alo n e , yo u’r e n eve r alo n e .

With t rib e s c o m e a c c ount abilit y, supp o r t, and en c o ur a g e m ent.

$1,040

S e cr e t t r ails . Hidd en s h o r tcu t s . B e s t lap tim e s . W h e n y o u’r e in t h e t r ib e , a ll i s r eve ale d. B e c o min g a p a r t of a c o mmunit y r eve als tip s and t rick s it us e d to t a ke ye a r s to ma s te r. W h e th e r yo u’r e in c o mp e titio n with y our s elf o r a ma s s of r a c e r s w aitin g fo r th e s t a r tin g h o r n, you’r e alr e a d y in th e club.

THE YOGA ECONOMY

$2,345

JUST DO IT (WITH HELP).

$862

WE’RE IN THIS THING TOGETHER.

APPAREL

MONEY SPENT ($M) 2008 2012

INSTRUCTION

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WHAT IT MEANS FOR YOUR BRAND L E T Y O U R F R E A K F L A G F LY. Trib e s a r en’ t fo r m e d a r o und b r and s t r yin g to b e eve r y thin g to eve r y o n e . Find y o ur r allyin g cr y and da r e o th e r s to follo w. Yo u’ll b e sh o cke d by w h o s h o w s up.

Y O U R B R A N D D O E S N ’ T B E L O N G T O Y O U . Yo ur b r and is o w n e d by yo ur cus to m e r s . T ha t ’s alw ay s b e en s o, bu t to day it ’s t ru e r than eve r.

A lo t of b r and mana ge m ent is m o r phin g into c o mmunit y ou t r e a ch, ke epin g your hand o n th e puls e , and s t a r tin g c o nv e r s a tio ns .

D E S I G N T R I B A L M E E T I N G S P A C E S . Invite t rib e s into s o cial s p a c e s tha t en c o ur a g e inte r a c tio n : n o t jus t o nlin e , bu t a t r e t ail, in your of fic e s , w h e r eve r p e o ple a r e t alkin g ab ou t yo u. Fo o t L o cke r and REI cr e a te u t te rly dif fe r ent s p a c e s to t alk ab o u t th e g r e a t ou td o o r s , ev en if yo u’r e t alkin g ab o u t th e s am e b r and s of hikin g b o o t s .

00:05

5

:35

TREND

TREND

:37

ALWAYS IN MOTION IS THE FUTURE. WHO’S GOT NEXT?

FITNESS BAND OWNERS 28% 35% 17% 16%

9% 40% 22% 17% 12%

BY AGE 18-24 25-34 35-44 45-54 55+

BY INCOME <$49,999 $50K-99,999 $100K-149,999 $150K+

We’r e n o t p s ychic s . We c an’ t r e a d mind s .

But things are happening that we can’t ignore.

We didn’t s ee the ris e of the quantified s elf, b u t n o w t h a t i t ’s h e r e , i t ’s o nl y g o in g t o gather steam. Here are some other trends w e s e e b ein g driven by th e A c tiv e E x plo r e r.

M E N TA L W O R K O U T S . With s o many fitn e s s t r a cke r s fo r yo ur phy sic al w ell - b ein g, i t w a s o nl y a m a t t e r o f tim e b e f o r e t h e b r ain follo w e d suit. T h e la s t fe w ye a r s hav e s e en a ris e in m o bile - b a s e d “m ent al fitn e s s” e xe r cis e app s . T h e s e ap p s t r a ck your pro gre s s through a s erie s of exercis e s de signed to ke ep your br ain in shap e. Apps like Elevate, Lumosit y, and Memorado help y o u r e t ain p e o ple’s na m e s , d o ma th o n th e fly, b e c o m e a b e t te r w rite r, and pu t yo u through mental g ymnas tic s that tr y to ke ep y o ur mind h e althie r, lo n g e r.

Bu t tha t ’s n o t all. T h e r e a r e app s to h elp y o u s l e e p b e t t e r, m e d i t a t e , a n d t r a c k c alo rie s . P hy sic al fitn e s s is e x p andin g into other c ate go rie s, as apps like Mint help you take c are of your financial fitne s s. The mo re w e l e a r n a b o u t o u r h a b i t s a n d p r a c ti c e s , the h e althie r w e w ant to b e , and th e s o o n e r w e t a ke s tep s to g e t th e r e .

S M A R T T O O L S . From fitne s s tr acker s to s tep c ounte r s , w e’r e c olle c tin g m o r e da t a ab o u t o ur s elve s thr o u gh devic e s than eve r b efo r e .

Our Fitbit s, Jawbone s, Micros of t Bands, and A pple Wa tch e s h elp u s ke ep t r a ck of eve r y thin g f r o m h e a r t r a te to c alo rie c ount s , and h elp us cr e a te da t a p oint s tha t w e c an u s e to imp r o ve o ur h e alth.

B u t t h a t ’s j u s t t h e b e g in n in g . A n e w generation of wearable s won’t just keep track of our quantifie d s elf – it will h elp ke ep u s s afe r, s ma r te r, and m o r e a c cur a te . A lr e a d y in dev elo p m ent is a cyclin g ja cke t tha t will fla sh a turn signal w h en you r ais e your a r m, a s ma r t b a s ke tb all tha t will h elp you imp r ove yo ur sh o o tin g fo r m, a h e a ds - up dis play tha t h elp s yo u ch o o s e an ide al runnin g r ou te , and a y o g a m a t t h a t c o r r e c t s y o u r p o s i ti o nin g .

Te chn o l o g y i s b e c o min g in di s tin g ui s h a b l e f r o m g e a r. T ha t ’s a ma zin g.

TREND

WHO HAS CRACKED THE ACTIVE EXPLORER CODE? APPLE

LULULEMON

CAMPBELL’S SOUP

MOLESKINE

Fr o m th e A pple Wa tch to th e iP a d A ir, A p p l e e n c o u r a g e s t h e ir cu s t o m e r s t o li v e t h e lif e t h e y ’ v e im a g in e d. T h e ir p r o du c t s a r e n’ t ju s t s la b s o f a lu minu m a n d s ili c o n, t h e y ’r e g a te w a y s t o clim b in g m o un t a in s , r unnin g m a r a t h o n s , c o n du c tin g s y m p h o ni e s . O v e r th e la s t ten ye a r s , A p ple ha s t r ans fo r m e d f r o m a c o mpu te r and iPod company to a personal springboard into who you w ant to b e c o m e .

Once exclusively a yoga brand, L u l u l e m o n h a s m o v e d f u ll s te a m ahe a d into th e o u td o o r s c a te g o r y. T h ey ’r e app e alin g to casual users who want to use the b r ands th ey lo v e w hile hikin g, c a mpin g, and climbin g. Alo n g with a s e rie s of f a shio nable u p s t a r t s li k e To P o , A li t e , Aio n, and Pole r, L ulule m o n is making outdoor equipment more a c c e s sible to eve r yo n e .

W h en th e m o s t ic o nic c an in America needed an image m a k e o v e r, i t t u r n e d t o Active E xplorers. Af ter doing re search in active epicenters li k e P o r t l a n d a n d L o n d o n , th ey r ep a ck a g e d th eir s o up into a p o r t able , hip, o n - th e g o p a ck a g e tha t app e ale d to healthy eaters who needed an e a s y m e al. B old flav o r s and f riendly p a ck a gin g h elp e d r einv ent s o up fo r an a c tiv e g en e r a tio n.

In a n e r a w h e r e p a p e r a n d p en is a lo s t a r t, h o w did an o b s cur e n o te b o o k b r and make a s t a g g e rin g c o m eb a ck? B y appealing to the Active E xplorer.

M ole s kin e ev o ke s the r o man c e o f a tim e w h e n e v e r y s o n g , e v e r y s t o r y, e v e r y s ci e n tif i c ide a and b r e ak thr ou gh inventio n was designed by men and w o m e n e x p l o r i n g t h e li m i t s o f t h e ir w o r l d. M o l e s k in e e v e n c a t e g o r iz e s i t s n o t e b o o k s b y w h a t t h e y c a n h e lp in s p ir e y o u to create.

HYBRID WORKOUTS. C an’ t ch o o s e jus t o n e e xe r cis e to p a r ticip a te in ? S o o n y o u w o n’ t hav e to. We’re le arning that the combination of w eight t r ainin g and c a rdio in th e s am e w o r kou t c an le a d to mu ch b e t te r r e sult s than jus t eith e r o n it s o w n.

T hr o w s o m e yo g a in th e r e , and y o u t ake cr o s s - t r ainin g to an o th e r lev el. N o w there are clas s e s that combine weight training, cardio, and the flexibilit y of yo ga all in a single clas s. We’re le arning tha t sit tin g a t a de s k all day c an r e sult in mu s cle imb alan c e s and p o o r fo r m.

Movement-fo cus ed exercis e c an help us re gain balance and get mo re from ever y wo rkout. With hybrid clas s e s, you never take the s ame clas s t wice.

FITNESS TRACKING DEVICE REVENUE ($B) 2012 PROJECTED TO GROW 46% BY 2019

ATT

4:21 PM

100%

2.2 BILLION

U.S. FITNESS REVENUE ($B) 2012

GYM, HEALTH, FITNESS CLUBS 25.27 PERSONAL TRAINERS 7.31 PILATES AND YOGA STUDIOS 6.85 ONLINE SPORTING APPAREL SALES 4.89 BOXING GYM AND CLUBS 0.64 FITNESS DVD PRODUCTION 0.26

TAKE THE NEXT STEP

EXPLORE THE POSSIBILITIES. YOU MAY NOT THINK YOU’RE AN ACTIVE EXPLORER BRAND. YOU MAY THINK YOU HAVE NOTHING TO DO WITH THE MILLIONS OF PEOPLE LOOKING FOR A BETTER WAY TO LIVE THEIR LIVES. YOU’RE WRONG. LIKE ALL REVOLUTIONS, THIS ONE AFFECTS US ALL. M cD o nald’s is f r antic ally o v e rhaulin g th eir m e n u t o a p p e a l t o t h e A c t i v e E x p l o r e r.

C os tco is now the number one s eller of o r ganic fo o ds in the wo rld. Gap is s cr ambling t o k e e p u p i n a c t i v e w e a r. P a t a g o n i a i s d o ub lin g d o w n o n i t s s u s t a in a b ili t y r o o t s and r e apin g big r ew a rds . We c an’ t p r e tend that thing s will go back to the way they were.

S o m e chan ge s a r e p e r man ent.

T h e r e is an o pp o r tunit y, rig ht h e r e , to day.

Bu t it w o n’ t la s t. A n o p p o r tunit y fo r yo u to cr af t a m e s s a ge tha t app e als to th e h e althy, curio u s , ins pir e d A c tive E x plo r e r in all of u s , a m e s s a g e tha t s e p a r a te s yo u f r o m th e p a ck .

:43

IF YOUR BRAND IS: BANKING

INSURANCE

TRAVEL

HEALTH CARE

YOU CAN:

YOU CAN:

YOU CAN:

YOU CAN:

SUPPORT

PROTECT

EMPOWER

RESTORE

YOUR ACTIVE EXPLORERS, AND ENABLE THEM TO REACH THEIR DREAMS.

YOUR ACTIVE EXPLORERS, ENABLING THEM TO TAKE GREATER RISKS.

YOUR ACTIVE EXPLORERS, GIVING THEM ACCESS TO THE CORNERS OF THE WORLD THAT CALL TO THEM.

YOUR ACTIVE EXPLORERS, KEEPING THEM HEALTHIER THAN EVER THOUGHT POSSIBLE.

STAND OUT. BE BOLD. PLANT A FLAG IN THE GROUND WHERE YOUR CUSTOMERS WANT TO BE.

EXPLORE THE POSSIBILITIES

ACTIVE EXPLORERS ARE HERE. PUSHING FARTHER. REACHING HIGHER. THIS IS NOT A DRILL.

:45

ACTIVE EXPLORERS ARE MORE THAN A PSYCHOGRAPHIC. THEY’RE A GLIMPSE INTO THE FUTURE, AND A RETURN TO BASIC PRINCIPLES OF SUSTAINABILITY AND COMMUNITY. THE MORE YOU UNDERSTAND THEM, THE MORE YOU UNDERSTAND WHERE YOUR BRAND IS GOING, AND CAN SKATE TO WHERE THE PUCK IS GOING TO BE.

WILLIAMS HELDE CAN HELP YOU CONNECT WITH THESE COVETED CUSTOMERS. WE’VE BEEN DOING IT FOR OUR CLIENTS FOR DECADES. ALL IT TAKES IS HARD WORK, BIG THINKING, AND A DETERMINATION TO REACH THE TOP. JUST LIKE ACTIVE EXPLORERS. WE’D LOVE TO TALK TO YOU MORE ABOUT OUR PEOPLE. YOU KNOW WHERE TO FIND US.

ABOUT US

ACTIVE EXPLORER R&D TEAM PHIL CHIN

CRAIG MOTLONG

LACY KEMP

BRIAN PIPER

MARCELA VOREL

WILLIAMS HELDE IS A MARKETING COMMUNICATIONS AGENCY BASED IN BELLTOWN, SEATTLE. WE’VE BEEN BUILDING BRANDS LIKE PHILIPS, NAUTILUS, BAYLINER, DARIGOLD, ADIDAS, AND ALASKA AIRLINES SINCE WE WERE FOUNDED IN 1969. WE COLLABORATE WITH OUR CLIENTS TO FIND CREATIVE SOLUTIONS THAT FORM DEEP, EMOTIONAL CONNECTIONS BETWEEN BRANDS AND THEIR PEOPLE.

:47

WE ARE HIKERS AND WRITERS, BIKERS AND DESIGNERS, YOGA FIENDS AND PROJECT MANAGERS. WE ARE CREATIVE MINDS WITH A COMMON PURPOSE: TO BECOME YOUR MOST TRUSTED RESOURCE. WE DO THIS THROUGH COLLABORATION, BIG THINKING, LONG WALKS, AHA MOMENTS, SHOCKING REVELATIONS, DRAMATIC PAUSES, AND GOOD OLD HARD WORK. WE’RE GOOD PEOPLE TO WORK WITH. WE HAVE IDEAS. LET’S TALK. OUR CORE SERVICES BRAND STRATEGY B us iness Consul tin g B ra nd Strategy Channel Marketing Audience Strategy Product Development Influencer Marketing

MARKETING COMMUNICATIONS Adverti si ng ( TV, Print, R a di o ) Con tent Creat i on Pro duct Launc h Loy al ty Progr ams Vid eo

DIGITAL SOLUTIONS D i g i t a l Ar c hi te cture C us to m Web D evel opm ent M ob i l e D eve l o pm ent E ma i l Mark e ti ng

CONTACT 2929 1ST AVE, SUITE C SEATTLE WA 98121 206.285-1940 INFO@WILLIAMS-HELDE.COM WILLIAMS-HELDE.COM PHOTOGRAPHY DARREN HENDRIX PHOTOGRAPHY 707.364.1499 DARREN@DARRENHENDRIX.COM DARRENHENDRIX.COM