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Wahoo Fitness: Segmentation and Data Insights
Venkatesan, Rajkumar; Lopes, Henrique; Yemen, Gerry Case M-1025 / Published February 2, 2022 / 16 pages.
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Product Overview

One month before businesses across the United States closed due to COVID-19 lockdowns, Wahoo Fitness (Wahoo) launched the Elemnt Rival GPS smartwatch, which catered specifically to triathletes. The team at Wahoo was excited about the potential of this new category. It was the entryway into a market valued at $19 billion in 2020 and projected to grow at a CAGR of 38.6% over the next six years. To decide on next steps, the company turned to its roots—data insights. Closs and the team started with qualitative data surveys to identify customer segments and extract insights into other market opportunities. The data uncovered potential sports activity customer segments—competitive, social, and leisure. The team wondered: Was now the time to engage with cycling hobbyists or leisure cyclists? Or did it make sense to expand on the initial success of the smartwatch and offer more products in the running segment? The option to leverage Wahoo’s expertise in software and add more tracker features might also be attractive. This field-based case describes Wahoo’s data-collection process, focusing especially on the customer survey it used to gain insights into its current and potential customers. Based on the survey results, customers can be segmented and profiled, enabling the company to tailor its product offerings and marketing strategy. The case includes a student spreadsheet with survey data.




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  • Overview

    One month before businesses across the United States closed due to COVID-19 lockdowns, Wahoo Fitness (Wahoo) launched the Elemnt Rival GPS smartwatch, which catered specifically to triathletes. The team at Wahoo was excited about the potential of this new category. It was the entryway into a market valued at $19 billion in 2020 and projected to grow at a CAGR of 38.6% over the next six years. To decide on next steps, the company turned to its roots—data insights. Closs and the team started with qualitative data surveys to identify customer segments and extract insights into other market opportunities. The data uncovered potential sports activity customer segments—competitive, social, and leisure. The team wondered: Was now the time to engage with cycling hobbyists or leisure cyclists? Or did it make sense to expand on the initial success of the smartwatch and offer more products in the running segment? The option to leverage Wahoo’s expertise in software and add more tracker features might also be attractive. This field-based case describes Wahoo’s data-collection process, focusing especially on the customer survey it used to gain insights into its current and potential customers. Based on the survey results, customers can be segmented and profiled, enabling the company to tailor its product offerings and marketing strategy. The case includes a student spreadsheet with survey data.

  • Learning Objectives