Devan wanted insights into some new possible target groups. Because of the increasing popularity of ultra-endurance sports, we researched two cultures. 

Challenge: Devan wanted to gain more insight into the extreme audience of ultra-endurance sports.

Approach: We researched two specific sport cultures: trail running and biking. Based on desk research, we gathered more information about the cultures through social media, influencers, and interviews. The result was a detailed report about the two cultures with not only an in-depth report about the two cultures but also communication advise and key opportunities.