Rascasse Audience Intelligence

Big 5 Sporting Goods Target Market in United States

A data profile of the people who buy, follow and care about Big 5 Sporting Goods in United States — modelled from more than twelve digital signal sources. Big 5 Sporting Goods has an estimated audience of 3,726,084 people in United States.

#885among Brand in United States#751in Sports

The average Big 5 Sporting Goods fan in United States is 37.8 years old, more male, and lives primarily in California.

The audience is concentrated in California, Washington, Arizona.

Top brand affinities include Sierra Trading Post, Academy Sports + Outdoors, Duck Hunt, with strongest over-indexing on Sierra Trading Post (27.31× the country average).

Demographically, the Big 5 Sporting Goods audience skews more male with an average age of 37.8, and over-indexes on personality traits such as Patriotism, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Big 5 Sporting Goods fan in United States is more male, around 37.8 years old, with strong Patriotism tendencies and a notable affinity for Sierra Trading Post.

Category: Sports · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Big 5 Sporting Goods profile in United States.

Audience size
3.7M
in United States
Gender
35.4%♀
64.6% male
Age
37.8
average years
Country rank
#8542
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Big 5 Sporting Goods

35.4% are female, 64.6% are male, average age 37.8.

Fig. 02

Gender split

35.4%
Female
64.6%
Male
Demographic split for Big 5 Sporting Goods audience in United States
MetricValue
Female35.4%
Male64.6%
Average age37.8
Estimated audience size3,726,084
Fig. 03

Age distribution

Ø 37.8
average years
Age distribution of the Big 5 Sporting Goods audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3918%
40-4919%
50+19%
Fig. 04

Worldwide distribution

97.4%

of the worldwide Big 5 Sporting Goods audience comes from United States.

Worldwide audience distribution share by country for Big 5 Sporting Goods
CountryShare
United States97.4%
China0.6%
Mexico0.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Big 5 Sporting Goods audience in United States is strongest.

Fig. 05

Top regions by affinity

Big 5 Sporting Goods customers by region in United States
#RegionReachAffinity×
01California~2.5M6.67×
02New Mexico~100K6.49×
03Washington~400K5.58×
04Arizona~400K5.45×
05Nevada~200K5.22×
06Oregon~200K4.79×
07Utah~100K4.56×
08Idaho~70K4.07×
09Colorado~200K3.26×
10Wyoming~6K1.20×
11Vermont~4K0.55×
12North Dakota~4K0.53×
13South Dakota~4K0.50×
14Alaska~4K0.50×
15Rhode Island~5K0.44×
16Delaware~4K0.44×
17Maine~6K0.43×
18West Virginia~7K0.42×
19New Hampshire~6K0.41×
20Montana~4K0.38×
21Mississippi~10K0.34×
22Nebraska~6K0.33×
23Hawaii~5K0.31×
24Arkansas~9K0.30×
25Iowa~9K0.29×
26Kentucky~10K0.28×
27Connecticut~10K0.28×
28Kansas~8K0.28×
29Massachusetts~20K0.27×
30Alabama~10K0.27×
31Texas~80K0.26×
32Pennsylvania~30K0.26×
33Louisiana~10K0.26×
34Indiana~20K0.25×
35Wisconsin~10K0.25×
36Oklahoma~10K0.25×
37Ohio~30K0.24×
38Maryland~20K0.24×
39South Carolina~10K0.24×
40Illinois~30K0.23×
41Michigan~20K0.23×
42Virginia~20K0.23×
43Missouri~10K0.23×
44Minnesota~10K0.23×
45Tennessee~20K0.21×
46North Carolina~20K0.20×
47New Jersey~20K0.20×
48Georgia~20K0.19×
49New York~30K0.17×
50Florida~40K0.16×
Fig. 06

Affinity by region

Affinity by region — Big 5 Sporting Goods, United States
0.16×1.00×6.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Big 5 Sporting Goods audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Big 5 Sporting Goods audience
#·InterestCategoryAffinity×
01Modell'sShopping48.86×
02Duck HuntGames31.12×
03Sierra Trading PostFashion & Accessoires27.31×
04Title NineFashion & Accessoires20.31×
05ResonancePolitics & Society18.93×
06Barry BondsSports17.87×
07MagnificationTechnology & Electronics13.59×
08BowfishingSports12.97×
09BinocularsHome & Garden12.85×
10Night visionTechnology & Electronics11.77×
11Academy Sports + OutdoorsShopping6.13×
12Sportsman's WarehouseShopping5.66×
13Trophy huntingSports4.17×
14Cabela'sSports3.14×
15Turkey huntingSports3.02×
16Shooting sportSports2.94×
17Mitch McConnellPolitics & Society2.20×
18Eastern Time ZonePolitics & Society2.09×
19Melania TrumpPolitics & Society1.97×
20Donald TrumpPolitics & Society1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Big 5 Sporting Goods audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Big 5 Sporting Goods audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.93×
Need for SecurityCONSERVATISM1.14×
Risk AppetiteTHRILL1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Big 5 Sporting Goods audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.82×
IndividualismJOY0.85×
IndulgenceJOY0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Big 5 Sporting Goods's target market in United States?

Big 5 Sporting Goods's target market in United States covers an estimated 3,726,084 people, concentrated in California and Washington.

02

What is the gender split and age of Big 5 Sporting Goods customers?

35.4% of the Big 5 Sporting Goods audience are female, 64.6% are male, with an average age of 37.8 years.

03

Which brands do Big 5 Sporting Goods fans like most?

Big 5 Sporting Goods fans show strongest brand affinity for Sierra Trading Post (27.31×), Academy Sports + Outdoors (6.13×), and Duck Hunt (31.12×) over the country average.

04

Where do Big 5 Sporting Goods fans live in United States?

Big 5 Sporting Goods fans in United States are most concentrated in California (reach ~2.5M), Washington (reach ~400K), and Arizona (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Big 5 Sporting Goods fans also like?

Beyond Big 5 Sporting Goods itself, the audience over-indexes on Academy Sports + Outdoors (6.13×), Duck Hunt (31.12×), Night vision (11.77×), and Trophy hunting (4.17×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sports audiences in United States

See Big 5 Sporting Goods audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Big 5 Sporting Goods. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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