Spreading the News About Adult Snowboarders: Competitor Magazine

(Bumped to the top and updated with a new URL.)

The story of snowboarding adults has made its way to Competitor magazine. A story that I wrote about adult snowboarders appears in the November issue (now online).

Competitor bills itself as “the trusted monthly guide for active, affluent sports participants across the country.”

According to the magazine’s media kit (PDF), Competitor has a circulation of 100,000 and a readership of 285,000. Distribution is through Rubios, a chain of upmarket fast-food Mexican restaurants, sporting goods stores, and LA Fitness (with 160 locations, including some far from California), 24 Hour Fitness, Jamba Juice, some sporting goods stores, and other locations.

The average household income of the magazine’s readers is $74,000, and over one-third claim an income of over $100,000.

The mountains, equipment, and gear sellers who want to follow the money would do well to look into this publication–and the market of adults who ride snowboards.

Update: Apparently this publishing company is bigger than I thought. The article has made it over to Florida Sports Magazine. It’s the same magazine, repackaged and with some editorial modifications. Stated circulation is 75,000 with readership of 225,000. According to the media kit (PDF), 14 percent of readers are downhill skiers, but only 7 percent are snowboarders. Still, with an average age of 41, the number of Floridians who are grays on trays could exceed 15,000.

Update: The word is spreading! See Texas City Sports. Circulation: 80,000; Readership, 240,000.