Cross shopping is one of the most powerful signals we can study to indicate consumer interest and affinity. Taking a look at DICK’S Sporting Goods visitors, we can confirm that their customers are doing lots of sporty things (and some not so sporty things too).  All of the following data signifies actual visits by mobile devices that have appeared within Dick’s Sporting Goods stores – we use a very precise geofence to measure the Lat/Lon coordinates of the device inside the store.

As you’d expect, Dick’s shoppers frequent other large recreational retailers like LuluLemon and Athleta.

Athleta – 3.59%
Lululemon – 3.17%

They also hit big box clothing stores like Old Navy, Express and DSW that are located in the same shopping development.

Express – 3.90%
H&M – 3.85%
DSW – 3.84%
Old Navy – 3.84%
JoS A Bank – 3.79%
American Eagle – 3.79%

Popular gyms like Crossfit, Orange Theory and Planet Fitness have heavy overlaps as well.

CrossFit – 3.32%
Planet Fitness – 2.51%
Orangetheory Fitness – 1.82%
LA Fitness – 1.26%
24 Hour Fitness – 1.23%

As a huge national golf retailer, it’s no surprise that Dick’s Sporting Goods has the highest percentage cross shopping with Golf Galaxy.  Nationally, here are the top 10 cross shopped retailers overall:

Golf Galaxy – 6.16%
ULTA Beauty – 4.66%
Aveda – 4.21%
Express – 3.90%
H&M – 3.85%
DSW – 3.84%
Old Navy – 3.84%
JoS A Bank – 3.79%
American Eagle – 3.79%
Vitamin Shoppe – 3.68%

It’s not hard to see that Dick’s customers take their recreation seriously, looking at the top recreation categories we see a variety of venues where we can find high concentrations of them:

Bike Shops – 2.99%
Equestrian Services and Stables – 2.48%
Cannabis Dispensaires – 2.14%
Dog Parks – 0.93%
NASCAR Races – 0.73%