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Changing brand landscape at Lava mag’s 2014 annual Kona product count

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The results of the 2014 annual Kona count, issued by Lava magazine, have now been issued. This year sees many leading multisport brands keep their leading position. Although, in some instances, the gap has narrowed amongst those brands counted during the 2014 IRONMAN World Championships presented by GoPRO.

Lava magazine’s annual count of bikes and products at Kona continues to represent a useful yardstick for tracking the gear used by pros and the world’s top IRONMAN age groupers. There are sometimes criticisms levelled at the count because it can miss some brands. Although, each year it offers up a comprehensive view of brands finding favour amongst long distance triathletes.

Compiled by dozens of triathlon industry staff and coordinated by Lava mag, the annual Kona bike count involves over five hours of tallying bikes, wheels, saddles, aerobars, aero helmets, power meters and components – as athletes check in their bikes the day before the race.

As noted by Lava mag, the count gives the industry a scope of the previous year’s buying trends and an idea of who the key players will be in the following year.

Taking the top spot as the number one bike at Kona, Cervélo had 490 bikes recorded this year. This is slightly up on the 488 bikes counted for Cervélo in 2013. The Cervélo brand held share in 2014 – with 24% of all bikes in the 2014 Kona bike count, static on 2013, but still down slightly from a 26% share in 2012.

The top three bike brands in the Kona bike count – Cervélo, Trek and Specialized – saw their combined share rise notably in 2014. These combined top three bike brands secured a 49% share of all bikes counted, up from a 45% combined share in 2013.

This reversed a share decline for the top three bikes that was witnessed in 2013. Reflecting a degree of consolidation among some of the big brands in the tri community – Cervélo, Trek and Specialized also managed to exceed the 47% combined share that they achieved in 2012. While, individually, the top three bike brands also managed to hold share or exceed their share in 2014.

It should also be noted that Cervélo continues to retain a strong lead. With 490 counted bikes in total for Cervélo in 2014, this is 230 more than second placed Trek.

Zipp was once again a clear winner in the wheel count; and, like Cervélo, it has been a leading brand at Kona for a number of years. There were 1839 individual Zipp wheels spotted as taking on the Kona lava fields in 2014. This represents a 44% share of all wheels counted.

Although, there was a shake-up in the top three brands found in this year’s wheel count, and a shift overall in the leading wheel brands at Kona, as Enve jumped from seventh place in 2013 to third place in 2014. HED wheels moved from third to second place; and, whilst still a popular brand, Mavic was edged out to fourth spot.

Amongst the wheel brands counted, the top three claimed a 56% share in 2014. This is down from a 66% share for the top three in 2013 – suggesting that brand loyalties may be migrating in the increasingly competitive wheel category.

Alongside Enve, which saw its share jump from 3% to 6% in 2014 – other wheel brands also gained share this year, including Reynolds, Bontrager, Shimano, Roval, Easton and Campagnolo.

Having overtaken Fi’zi:k to become the number one saddle brand at Kona in 2013, ISM held onto the top spot with 599 saddles counted in 2014. ISM’s triathlon specific saddles have clearly proven popular with triathletes racing at Kona; and the brand has widened the gap on number two Fi’zi:k and other brands in the mix.

The most popular aero bar brand was once again Profile Design. The Profile Design brand was also the most popular front hydration system. XLAB was the leader in the rear hydration product count and Speedfil was the leading frame hydration brand in the count.

Shimano was again the clear leader in the groupsets used by the pros and age-groupers at Kona. With a strong lead on its rivals SRAM and Campagnolo, Shimano held a 77% share of all groupsets counted, up from 72% in 2013.

For those power meters spotted at Kona, Quarq held its first place position, having previously jumped from third place in 2011 to first place in 2012 and 2013. Garmin Vector pedal power meters also made a stronger showing in Kona this year – increasing their footprint from 23 in 2013 to 126 units counted in 2014.

France’s LOOK again held its overall number one position in the pedals count. For helmets, Rudy Project maintained its number one position, albeit with a very slight decline in share. Rudy Project has moved from 35% of all helmets counted in 2012, to 38% in 2013 and 37% in 2013.

Giro and Specialized completed the top three helmets at Kona with a 20% and 13% share respectively of all helmets counted. The top three helmet brands – Rudy Project, Giro and Specialized – held a strong 70% share of the total helmet count at Kona in 2014.

First introduced in 2013, the Kona count asked athletes if they had a coach. An increasing number of athletes stated ‘yes’ in 2014. This year’s yes : no ratio stood at 60 : 40, compared to 57 : 43 in 2013.

2014 Cervélo P5 POC AVIP Edition

Bikes
Cervélo: 490 / 2013 #1, 488 / 2012 #1, 483 / 2011 #1, 488 / 2010 #1, 468
Trek: 260 / 2013 #2, 220 / 2012 #2, 211 / 2011 #2, 185 / 2010 #3, 108
Specialized: 242 / 2013 #3, 209 / 2012 #3, 170 / 2011 #4, 122 / 2010: #2, 113
Felt: 129
Quintana Roo: 76
BMC: 76
Cannondale: 72
Ceepo: 72
Giant: 68
Scott: 66
Argon 18: 61
Orbea: 47
Kuota: 24
Canyon: 24
Planet X: 22
Dimond: 21
Fuji: 20
Kestrel: 18
Guru: 18
Look: 14
Blue: 13
Wilier: 12
Pinarello: 11
Focus: 10
Cube: 9
Stevens: 9
BH: 8
Merida: 7
Litespeed: 7
Boardman: 7
Ridley: 6
Serotta: 6
Avanti: 5
Simplon: 4
Storck: 4
Colnago: 4
Falco: 4
Isaac: 4
Louis Garneau: 4
Valdora: 4
Teschner: 4
Chetah: 3
Javelin: 3
Bianchi: 3
Seven: 3
Swift: 3
Author: 2
Apollo: 2
Elite: 2
Voss: 2
Azzurri: 2
Fezzari: 2
Parlee: 2
Dolan: 1
Griffin: 1
Jamis: 1
Gir’s: 1
Vitus: 1
Scatante: 1
Cucuma: 1
Devinci: 1
Calfee: 1
Airstream: 1
Blackhawk: 1
Beyond Fabrication: 1
Lynskey: 1
Renovo Hardwood: 1
Principia: 1
Salsa: 1

Wheels (individual)
Zipp: 1839 / 2013 #1, 2041 / 2012 #1, 2041 / 2011 #1, 1907 / 2010: #1, 1910
HED: 266 / 2013 #3, 251 / 2012 #2, 248 / 2011 #2, 267 / 2010: #2, 255
Enve: 239 / 2013 #7, 104 / 2012 #6, 100 / 2011 #9, 41 / 2010: na
Mavic: 224
Reynolds: 206
Bontrager: 179
Shimano: 169
Xentis: 74
Roval: 69
Easton: 57
Campagnolo: 56
Lightweight: 44
SRAM: 44
FFWD: 41
Flo: 40
Corima: 38
Profile Design: 33
Vision: 31
Rolf: 28
DT Swiss: 25
Planet X: 22
American Classic: 17
Fulcrum: 17
3T: 16
Oval: 13
Felt: 10
Flashpoint: 10
Gravity Zero: 8
Spinergy: 8
State: 6
Ritchey: 5
Williams: 5
CycleOps: 4
Gray: 4
Pro-Lite: 4
Token: 4
Stan’s: 4
Ceepo: 4
Edco: 3
Sonic: 2
Factor: 2
Velomax: 2
Lew: 2
Cole: 2
Vuelta: 2
Syncros: 2
Xlr8: 2
Zzyzx: 2
Boyd: 2
Halo: 2
Nimble: 2
Voss: 1
Other: 272

Front hydration
Profile Design: 580 / 2013 #1, 601 / 2012 #1, 732
XLAB: 359 / 2013 #2, 242 / 2012 #2, 128
Speedfil: 95
Torhans: 67
Zipp: 23
Jetstream: 15
Nathan: 5
Integrated: 90
Other: 90

Rear hydration
XLAB: 620 / 2013 #1, 683 / 2012 #1, 527
Profile Design: 145 / 2013 #2, 155 / 2012 #2, 157
Tacx: 83
Bontrager: 29
Minora: 21
Beaker Concepts: 17
Shimano PRO: 17
Speedfil: 13
Elite: 10
Integrated: 90
Other: 62

Frame hydration
Speedfil: 42
XLAB: 13
Torhans: 8
Bontrager: 7
Arundel: 3
Profile Design: 2
Elite: 1
Specialized: 1
Other: 3

Saddles
ISM: 599 / 2013 #1, 517 / 2012 #2, 403 / 2011 #2, 328 / 2010 #3, 201
Fi:zi’k: 401 / 2013 #2, 454 / 2012 #1, 507 / 2011 #1, 485 / 2010 #1, 508
Specialized: 295 / 2013 #3, 244 / 2012 #4, 215 / 2011 #4, 192 / 2010 #4, 173
Cobb: 202
Selle Italia: 178
Prologo -71
Bontrager: 70
Profile Design: 41
SMP: 35
Terry: 29
Selle San Marco: 18
Dash: 14
Vision: 10
Shimano PRO: 8
Koobi: 6
Oval Concepts: 5
Serfas: 5
Forte: 4
SQ Lab: 4
Planet X: 3
Velo: 2
WTB: 2
Syncross: 2
Ergon: 1
Brooks: 1
Time: 1
Token: 1
Selle Royal: 1
Rav-X: 1

Pedals
LOOK: 788 / 2013 #1, 815 / 2012 #1, 776 / 2011 #1, 770 / 2010 na
Shimano: 708 / 2013 #2, 695 / 2012 #2, 642 / 2011 #2, 554 / 2010 na
Speedplay: 357 / 2013 #3, 406 / 2012 #3, 396 / 2011 #3, 395 / 2010 na
Time: 85
Mavic: 12
Keywin: 11
Campagnolo: 5
Wellgo: 3
Ritchey: 1
TriRig: 1
Other: 13

Helmets
Rudy Project: 629 / 2013 #1, 654 / 2012 #1, 354 / 2011 #1, 211 / 2010 #3, 114
Giro: 350 / 2013 #2, 418 / 2012 #3, 177 / 2011 #3, 160 / 2010: #2, 221
Specialized: 220 / 2013 #3, 141 / 2012 #5, 43 / 2011 #5, 52 / 2010 #4, 62
Louis Garneau: 149
Lazer: 81
Kask: 67
Casco: 58
Bell: 50
Met: 20
Limar: 14
Catlike: 13
Spiuk: 13
LAS: 12
Bontrager: 9
Uvex: 8
Scott: 7
POC: 5
Smith: 4
Ekoi: 3
Cratoni: 1
Alpina: 1

Groupsets/components (typically measured according to rear derailleurs)
Shimano: 1,635 / 2013 #1, 1,490 / 2012 #1, 1424 / 2011 #1, 1335 / 2010 #1, 1307
SRAM: 436 / 2013 #2, 537 / 2012 #2, 505 / 2011 #2, 475 / 2010 #2, 391
Campagnolo: 52 / 2013 #3, 34 / 2012 #3, 55 / 2011 #3, 43 / 2010 #3, 85
Vision: 10

Power meters
Quarq: 291 / 2013 #1, 280 / 2012 #1, 191 / 2011 #3, 119 / 2010 #3, 51
SRM: 135 / 2013 #2, 155 / 2012 #3, 152 / 2011 #2, 166 / 2010 #1, 163
Powertap: 128 / 2013 #3, 137 / 2012 #2, 168 / 2011 #1, 191 / 2010 #2, 153
Garmin Vector: 126
Power2Max: 106
Stages: 60
Rotor: 27
Polar: 6
Verve InfoCrank: 1
Pioneer: 1

Aerobars
Profile Design: 467 / 2013 #1, 552 / 2012 #1, 551 / 2011 #1, 562 / 2010: #1, 591
3T: 364 / 2013 #3, 281 / 2012 #4, 171 / 2011 #5, 114 / 2010 #6, 69
Bontrager: 253 / 2013 #4, 210 / 2012 #3, 185 / 2011 #3, 148 / 2010 #4, 99
Vision: 214
Specialized: 152
Zipp: 117
Felt Devox: 79
Shimano PRO: 69
Giant: 57
Easton: 48
Syntace: 47
Argon 18: 40
HED: 33
Oval Concepts: 22
Deda: 21
Canyon: 13
Blue: 11
ENVE: 5
Storck: 3
Ritchey: 3
Chetah: 3
ITM: 2
Xentis: 2
Swift: 2
CKT: 2
Most: 2
Colnago: 2
Cinelli: 1
Isaac: 1
TriRig: 1
Drop bars: 5
Other: 49

Integrated: 1,283
Clip-on: 744

Coach (yes/no)
Yes: 1408 (60%) / 2013, 1075 (57%)
No: 948 (40%) / 2013, 811 (43%)

 
www.lavamagazine.com
www.ironman.com

 

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