The Last Word
Triple Vision
By Joanne F. Schell

	Tim DeBoom, world champion triathlete PHOTO COURTESY OF OAKLEY

The number of triathletes has increased more than 197 percent in the last 10 years. And every year, another 100,000 people in the United States try a multi-sport event. "Triathlon is growing constantly," says Tim DeBoom, two-time Hawaii Ironman World Championship winner. "I think the number of 'newbies' at North American triathlon events would be shocking to most companies." These increasing numbers translate into an evolving population of athletes poised to purchase sport-specific eyewear.

Athletes who are new to the sport often look to emulate elite competitors when gearing up for competition. "Most triathletes still look at cost, but are more interested in fit and looks," says DeBoom. "(Newbies) look at what the professionals in our sport and in cycling are wearing. They know if we wear it, it must work."

Seasoned triathletes are a performance-driven breed--fastidious about their equipment and methodical in their training. Based on a 2001 USA Triathlon (USAT) survey of 925 participants in the sport, a majority of triathletes spend between $1,500 and $4,000 on bikes, $50 to $100 on swim equipment, and $100 to $300 on running gear.

"I think individuals who are not athletes are much more price sensitive," says Rick Kattouf II, OD, a fitness and nutrition consultant, and two-time all-American duathlete based in Cleveland. "If a triathlete is going to be spending thousands of dollars on a bike, they don't mind spending a couple hundred bucks on a pair of eyewear."

The market is there, but the product has to match the demand. Triathletes look for certain unique qualities in eyewear, such as interchangeable lenses. "When picking my glasses for a race...I look at the weather forecast to figure out which lenses to wear," DeBoom says. "I like glasses that you can change the lenses to suit conditions."

Safety is also a concern, adds Kattouf. "You're descending (on a bicycle) at 30 to 40 miles-per-hour and there are a lot of things that can happen with the eyes. What I mainly look for is a frame that is large enough to provide coverage. If the frames are too small, you look over the top of them when you are on the bike." Comfort and weight, he says, are important issues, as well.

Sponsoring an event or athlete can help dispensers target this market, says Chuck Mattouf, of Exclusive Sports, a Boca Raton, Fla.-based sport-event planning company. "Triathletes are loyal to their training program, the sport, and the sponsors that support them," he says. "They are as committed to the product as they are to the event."

DeBoom agrees: "Triathletes are very proud of and loyal to companies that show interest in triathlon."