MetaMiles is a brand-new concept introduced by MetaSport with the ultimate goal of increasing participants’ satisfaction and reducing waste. We listened to our athletes, they were telling us that often the event goodies given out as part of race entries are not wanted or needed, instead they are simply put in the cupboard or donated to charity. It’s a waste of physical resources, money, and offers limited flexibility.
Covid-19 has given a lot of athletes time to reflect on what matters most to them. Missing out on the opportunity to race, the sense of fulfilment, goal setting, camaraderie and community gave them clarity over what was important. These are the elements they most desired, not the race goodies that came along with their entry. So we made a decision, we were no longer automatically going to give athletes an event t-shirt or other event promotional goodies in their “swag”. This shift also aligns with MetaSport’s new “Going Green” policy, where we have made a conscious decision to reduce our carbon footprint and impact on the environment as we return to delivering mass-participation events.
Instead, MetaMiles were born. With every race entry an athlete now receives a predetermined set of MetaMiles (the quantity linked to the value of the race entry). These are credited to the athlete’s account. We built and launched our “MetaSport Shop” – an online e-commerce site, and worked with our event partners to stock it with functional, interesting and useful items. Sport nutrition from PURE, triathlon and sporting goods from Decathlon, and dried fruit from All Kurma were the launch products. We complemented these items with event t-shirts, medals (yes even the medal is now an optional item), and drink bottles since they are still valued by some of our athletes, especially the first-timers. The items are constantly replenished as some sell out, and unpopular ones are removed.
Our athletes then visit the MetaSport Shop and exchange their MetaMiles for their desired items. The transaction resembles any other standard online purchase, except payment is via MetaMiles. The items are prepared and distributed along with race kits at the official event race pack collection. Feedback from athletes has been very positive, and partners appreciate the fact that their products are being tried and tested by a targeted audience. In a time where marketing opportunities on-site at events are limited, this offers a great solution.
This platform will ultimately provide us with important data and insights into our athletes preferences. This will shape our decision making regarding the products we offer, the partnerships we forge and the ultimate goal of reducing waste.
Know more about Metamiles here: https://www.metasprintseries.com/metasportshop/