A comparison between mainstream and action sport industries in Australia: A case study of the skateboarding cluster

Pamm Kellett and Roslyn Russell

Sport Management Review, 2009, vol. 12, issue 2, 66-78

Abstract: The action sport industry is a high growth sector that attracts the lucrative Generation Y market. Although there is a growing body of literature that examines the characteristics and traits of the Generation Y market as consumers of action sports, little is known about the supply side of the action sports industry. This paper illustrates through the example of the skateboarding sport cluster, that this sector has evolved in an organic, almost chaotic manner very different to that of the mainstream sports industry. Entrepreneurs have taken advantage of the open system, the lack of formal boundaries and the risk loving nature of the market to grow the sector into a very profitable industry. The paper specifically illustrates the differences to mainstream sports in relation to provision of facilities, program development and pathways and the roles of suppliers, councils and program developers.

Date: 2009
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DOI: 10.1016/j.smr.2008.12.003

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