Background/Purpose
Given the rise in popularity of action sports more specific research is needed to examine the issues surrounding the management and growth of an emerging segment of sports industry. The purpose of the study was to examine issues that are significant to the future of BMX racing. Despite its increased exposure on ESPN and at the Olympics BMX raising a crossroads in its development and the question for BMX participants and organizers is what direction would be best to take in order to make BMX racing viable and sustainable in the fast growing action sport industry?
Method
This study utilized a qualitative design. The following data sources were employed: (a) interviews/questionnaire, (b) field notes from observations, and (c) unobtrusive analysis of primary sources. The major source of data was derived from the interviews. A total of five people (one from each participant group: Riders, Industry Insiders, Spectators, Volunteers/Officials, Parents/Family members) participated in an in-depth face to face interview. 10 people from each of the groups were surveyed at a BMX race to create a purposive sample size. In this study the researcher took a first hand approach of viewing a BMX race to experience all that the sport has to offer. Primary sources such as industry magazines, websites, and National Bicycle League membership literature all enhanced the study based on three themes.
Analysis/Results
The data was triangulated and organized around three emergent themes 1) marketing issues, 2), transition from niche to mainstream and 3) the culture of BMX. Most participants agreed that in order for the sport to gain more popularity more exposure through marketing and promotion was needed. Additionally, most felt that the transition from niche to mainstream was a necessary and positive step that would not compromise the culture of individuality and self-expression associated with the sport.
Conclusions
The two primary governing bodies of BMX need to separate the recreational and professional aspects of the sport to fully realize its commercial potential. Further, changes in marketing strategies need to be made to progress BMX racing as a mainstream sport. The sport also needs to adapt to the varied needs of the participants and to stay current with trends in the action sport industry.