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


Cycling Accelerates In April

Cycling Accelerates In April

Jun 17, 2020

The enthusiasm that consumers are showing for biking, particularly for recreational and family riding, has been an amazing phenomenon for the cycling community. Dirk highlights two areas that can provide ongoing growth.

Reinventing Family Vacation

Reinventing Family Vacation

Jun 5, 2020

Embracing outdoor moments and looking to create them in both the open-air and comfort of our backyards has been a natural response to stay-at-home orders. With air travel showing slow improvement and family vacation options limited, camping could have a breakout summer.

Maintaining Momentum for Fitness at Home

Maintaining Momentum for Fitness at Home

May 28, 2020

The home fitness trend is one of the biggest to emerge from the COVID-19 crisis. Now that consumer interest is piqued on how to exercise at home, the question for retailers and manufacturers becomes, how do we maintain the momentum established over these weeks? Dirk offers up three answers.

A New Cycling Culture

A New Cycling Culture

May 18, 2020

Several cycling categories are seeing unprecedented sales growth as biking has become increasingly popular as both a family and fitness activity in today’s COVID-19 world.

Embracing Health and Fitness at Home

Embracing Health and Fitness at Home

Apr 8, 2020

Companies in the home fitness space are working overtime as consumers are being challenged to reinvent their exercise routines. In many ways, the COVID-19 crisis is speeding up some home fitness trends that were already underway pre-pandemic.

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.

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