The latest McKinsey report, “Sporting Goods 2025: The New Balancing Act,” signals a major shift in how customers engage with sporting goods brands. What’s clear is this: customers no longer want just products—they want experiences. And as a certified Experience Economy expert, I see this not as a trend, but as a strategic imperative for CX leaders across every sector.
The Experience Economy: A Refresher
In their landmark framework, Pine and Gilmore identify four realms of experience—Entertainment, Educational, Escapist, and Esthetic—structured across two dimensions: passive vs. active participation, and absorption vs. immersion. The most impactful customer experiences blend these realms to create emotional, memorable, and transformative outcomes.
In today’s landscape, customers crave experiences that reflect their identity, support their goals, and invite meaningful interaction. McKinsey’s insights into the sporting goods sector show us exactly how these principles are being applied—and what other industries can learn.
Entertainment: Sports as a Show
McKinsey notes the rise of “sportainment”—where fitness meets entertainment. Brands like Peloton host live workouts with music, lighting, and social interaction. These are not just workouts—they’re staged events that engage customers emotionally.
This taps into the entertainment realm of the Experience Economy, where brands use content and performance to spark passive enjoyment and active sharing.
Educational: Knowledge as Value
Today’s consumers want to know more—not just about the products they buy, but how to use them to live better. McKinsey found growing demand for brands that guide consumers through their fitness and wellness journeys.
Brands that provide educational content—like proper form, injury prevention, or recovery techniques—create active learning experiences. These deepen engagement and build trust by positioning the brand as a partner in growth.
Escapist: Immersive Fitness Journeys
The escapist realm involves full immersion. Consumers want to feel transported—whether through a virtual running club, gamified fitness app, or immersive retail concept.
These are active, participatory experiences where customers play a role. Escapist experiences shift customers from observers to participants, and from transactions to transformation.
Esthetic: Design That Reflects Identity
As McKinsey highlights, fitness has become an expression of identity. Over 50% of active consumers view fitness as a lifestyle. That means design, ambiance, and visual coherence matter—across digital platforms, stores, and products.
The esthetic realm is about passive immersion in a well-crafted environment. When done right, it helps customers feel they belong, reinforcing brand affinity and emotional connection.
Why This Matters for CX Leaders
These insights extend far beyond sporting goods. They signal a larger shift: customers want to be seen, engaged, and transformed. This is the promise of the Experience Economy, and we’re entering the next phase—what Pine and Gilmore call the Transformation Economy, where the brand experience changes who the customer becomes.
As CX professionals, we need to ask:
- Are we designing experiences that deliver more than utility?
- Are we enabling our customers to participate, learn, and grow?
- Are we curating environments where they feel emotionally connected?
Final Thoughts
McKinsey’s report is a clear reminder: products are no longer enough. Customers are buying into identity, purpose, and participation. Brands that recognise this—and design experiences across all four realms—will thrive in the evolving marketplace.
The Experience Economy is not a theory—it’s a blueprint for CX innovation. The sporting goods industry just happens to be one of the first to fully embrace it.
References:
- McKinsey & Company. (2024). Sporting Goods 2025: The New Balancing Act.
- Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy. Harvard Business School Press.
About the Author:
Anita Siassios, CEEE is a certified Experience Economy expert and CX strategist who helps brands design human-centered, transformational customer journeys.
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