Sports Participation in the US + Cross Participation + Lifecycle Demographics

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NSGA’s highly successful Sports Participation study has been executed for more than 35 years.  Conducted in 2022, the study measures the annual number of participants in a variety of sports / recreational activities and the frequency of participation during the calendar year 2021.

The report contains two sections, giving the reader a comprehensive picture of sports participation in the United States:

Section One delivers snapshots for a quick view of participation of any sport or activity included in the study.  The snapshots include: 10 year participation information (when available), 2021 frequency and participation by age, household income, and US region.

Section Two furnishes detailed tables providing participation information regarding:  gender, age, education, presence of children in household, household income, market size, US region, ethnicity/race, and frequency of participation.  


Sports Participation: Cross Participation provides detailed data identifying sports/recreational activities participated in by the same individual.

How can Cross Participation be used?

  • Assist decision-makers to maximize retail space and determine which product categories should be adjacent to each other within the retail store
  • Identify cross promotional opportunities
  • Generate new business opportunities from existing products and customers
  • Optimize the positioning of secondary locations to generate impulse sales


Sports Participation: Lifecycle Demographics classifies households in terms of several demographic characteristics and defines them in broad socioeconomic terms, providing a tool which can help understand consumer behavior.  The report includes the following 8 lifecycle segments:

  • High Income Singles
  • Low/Middle Income Singles
  • Young Adult Households
  • High Income Households
  • Low/Middle Income Families
  • High Income Middle Aged Households
  • Low Income Middle Aged Households
  • Seniors

How can Lifecycle Demographics be used?

  • Use demographic research to develop analytics and fact-based business planning including demographic-specific marketing and product mix


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Please contact the NSGA Research Department at 847-296-NSGA (6742) or with any questions.