Who are the active women that Nike and other sports apparel vendors are targeting? Where do they live and what do they buy? American Demographics teamed up with New York-based Mediamark Research, Inc. to find out. Using a combination of attributes (see table) they defined a universe of 74 million active women. The sweet spot, agewise, is 25 to 34. The accompanying map, based on profiles of 26,109 women, shows high concentrations in major metro areas and their suburbs — mostly on the coasts. Hot spots include suburban counties in California as well as inland enclaves such as Dakota County, Minn., and Boulder County, Colo.

FITNESS BUFFS

MORE THAN 1 IN 3 WOMEN ENGAGE IN SOME KIND OF SPORT AT LEAST TWICE A WEEK.
PERCENTAGE OF WOMEN WHO:
Engage in any type of sport at least twice a month 50%
Engage in physical fitness activities at home, at a club or at another facility 42%
Engage in any type of sport at least twice a week 35%
Personally own a fishing rod 13%
Personally own a road bicycle 12%
Spent $75 or more on athletic shoes in the past year 8%
Jog or run at least twice a month 7%
Spent $100+ on sports clothing in the past year 4%
Drank 6+ energy drinks in the last 30 days 4%
Source: Mediamark Research, Inc., 2001
CONTRA COSTA COUNTY, CALIFORNIA
Women, 18 or older 356,943
Spending Potential Index*
• Water sports equipment 155
• Winter sports equipment 146
• Bicycles 144
• Sports, recreation & exercise equipment 141
DAKOTA COUNTY, MINNESOTA
Women, 18 or older 128,205
Spending Potential Index*
• Water sports equipment 159
• Sports, recreation & exercise equipment 151
• Camping equipment 149
• Hunting & fishing equipment 145
MONTGOMERY COUNTY, MD
Women, 18 or older 341,019
Spending Potential Index*
• Water sports equipment 189
• Sports, recreation & exercise equipment 167
• Bicycles 167
• Rental/repair of misc. sports equipment 162
BOULDER COUNTY, COLORADO
Women, 18 or older 107,087
Spending Potential Index*
• Water sports equipment 133
• Bicycles 128
• Winter sports equipment 127
• Sports, recreation & exercise equipment 127
COLLIN COUNTY, TEXAS
Women, 18 or older 356,943
Spending Potential Index*
• Water sports equipment 155
• Winter sports equipment 146
• Bicycles 144
• Sports, recreation & exercise equipment 141

* The Spending Potential Index (SPI) measures the likely expenditure for a product or service. It then compares the average local expenditure to the average amount spent nationally. For instance, women in Collin County, Texas, spend 82% more on water sports equipment than the national average. Source for all boxes: ESRI Business Information Solutions, 2002