Dirk Sorenson

Executive Director, Industry Analyst - Sports

Dirk Sorenson

Dirk Sorenson, Executive Director, Industry Analyst in The NPD Group’s Sports practice, covers the bicycle, outdoor, and team sports equipment categories. Dirk travels extensively to provide insight on the U.S. sports landscape to the cycling and outdoor equipment manufacturing and retail communities. Dirk’s knowledge of data-bound product management strategies is sought after by top global manufacturers.

He has been a speaker at industry tradeshows including Outdoor Retailer, Bicycle Leadership Conference, Interbike, Paddlesports Retailer, and The Running Event.

Dirk joined NPD in 2015 following product management and marketing roles for brands including Raleigh Bicycle, Redline Bicycle, Dagger Kayak, and Perception Kayaks. He holds a Master’s degree in Transportation Geography with an emphasis in quantitative techniques from the University of Kentucky. Dirk enjoys cycling and camping with his family and lives in Boulder, Colorado.


Recent Posts


The Internet of Fitness, Part 2: The Peloton Effect

The Internet of Fitness, Part 2: The Peloton Effect

Feb 27, 2020

Sports analyst Dirk Sorenson explains Peloton’s appeal, and the opportunities such media-based sports platforms present to sporting goods manufacturers and retailers.

The Internet of Fitness, Part 1: Plugging Into a New Era of Sports

The Internet of Fitness, Part 1: Plugging Into a New Era of Sports

Feb 21, 2020

eSports has the potential to change the way sports is perceived and pursued, and open new avenues for traditional manufacturers to create and market products. In his blog series, Dirk dives into what he considers the Internet of Fitness.

Strategies for the Running Market to Pick Up the Pace

Strategies for the Running Market to Pick Up the Pace

Jan 9, 2020

From technical innovation to capitalizing on emerging gamification opportunities like Zwift’s take on eSports, Dirk Sorenson outlines what should be the running industry’s goals for long and short term success in the months ahead.

Let’s Grow the Pie, Not Fight for the Last Slice

Let’s Grow the Pie, Not Fight for the Last Slice

Nov 11, 2019

The NFL’s and Dick’s Sporting Goods’ investments in flag football, and cycling’s strategic focus on e-bikes are examples pointing to opportunities to find new growth by boosting interest in a category and inviting participation versus direct brand competition.

Make Way for the Anglers

Make Way for the Anglers

Sep 4, 2019

Fishing has established itself as a growth driver for the U.S. paddlesports market, but is also emerging as a focus of growth for the broader specialty outdoor market. Dirk explains how, and why, fishing apparel and equipment are making their way into more stores that once avoided the category.

Outdoor Retailer 2019 and the Rise of Everyday Outdoor

Outdoor Retailer 2019 and the Rise of Everyday Outdoor

Jul 15, 2019

The concept of 'Everyday Outdoor" captures the idea of consumers seeking outdoor products with pragmatic, everyday use, as well as those that bring the 'creature comforts' of home - like coffee that stays hot - to the outdoors.

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