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.
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.
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.
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.
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.
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.
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.