1. CSGA - Ipsos Example Category Report © 2014 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

2. Contents Category Trending Report 2 Introduction: page 3Report accuracy: page 4Highlights: page 6 Market size & participation: p.8 Seasonality & segment trends: p. 9 Retail trends: p.10 - 13 Brand trends: p.14 - 16 Demographics: p.17 Category profile: pages 8 - 17Appendix - information source: page 19Ipsos contact details: page 20

3. 3 This report was prepared by Ipsos Reid, Canada’s largest market research firm, on behalf of the Canadian Sporting Goods Association. -------------------- Unless otherwise stated, all information contained in this report is confidential and proprietary to Ipsos and may not be disclosed or reproduced without the prior written consent of Ipsos. -------------------- Except where otherwise noted, all information in this report is based on survey data from a representative sample of consumers, all of whom are members of the Ipsos panel in Canada. Ipsos adheres to industry best practices in designing and conducting its research surveys. As with all survey based data, the information in this report is subject to normal statistical variation and should be regarded as best estimates. Caution should be used especially when interpreting data for small share brands, retailers or market segments. © 2014 Ipsos. All rights reserved. Introduction

4. 4 The survey for this report was administered to a sample of consumers drawn at random from the Ipsos online panel in Canada. Weighting was employed to balance demographics to ensure that the sample's composition reflects that of the Canadian household population according to Statistics Canada census data and to provide results intended to approximate the entire population. -------------------- Sample size and report accuracy vary by category. For instance, for a sample size of 1,500 the results can be considered accurate within ±2.5 percentage points, 19 times out of 20, of what they would have been had the entire population been surveyed at random. A sample of 1,000 would be accurate within ±3.1 percentage points, 19 times out of 20. While for a sample of 500, the margin of error would be ±4.4 percentage points. The margin of error will be larger when the data is broken out within market segments. © 2014 Ipsos. All rights reserved. Report Accuracy

5. 5 Highlights Trending Report

6. Highlights 6 Category X was worth approximately $XXXM in the latest 12 months, up X% compared with year ago. Market size & growth Retailer 1 is losing ground as retailer 2 closes in on category leadership. Knowledgeable staff and brand selection are important to many category X shoppers when choosing where to buy. Retail snapshot While Brand 1 leads overall and in segment A, brand 2 is rapidly closing the gap and dominates in segment B. Brand snapshot

7. Trending Report 7 Category Profile

8. Category X is worth $315M, up 5%; 1-in-6 Canadians participate in the sport 8 +5% Market size & growth should be treated as directional data and are an extrapolation using the latest available quarterly retail sales data from Statistics Canada (known as QRCS).

9. June to August are peak months; segment A outperformed the market 9 % units – annual average

10. Sports Specialty accounts for over half of dollars, under pressure from Mass 10 Sports Specialty includes retailers such as SportChek, Golf Town, Hockey Experts etc. as well as independents & pro shops. Mass Merch includes general merchandise and dollar stores such as Canadian Tire, Walmart & Target. Dept Stores include the Bay/HBC and Sears.

11. Retailer 1 continues to lead, but retailer 2 has narrowed the gap 11 Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada. Sample size: XXXX. Top 3 banners = 40%

12. Retailer 1 is under-developed in segment B, where retailer 2 leads 12

13. Inadequate brand and product assortment are key customer turnoffs 13 Top reasons for choosing retailer Best value for money Lowest prices Competitive prices Convenient location Knowledgeable staff Top reasons for rejecting retailer Product out of stock Price too high Did not sell brand wanted Poor product selection Inconvenient location Category X Reasons for choosing/rejecting retailer Category X Reasons for choosing/rejecting retailer

14. Brand 2 is closing in on the lead, as brand 1 loses traction 14 Top 3 brands = 50% Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada. Sample size: XXXX.

15. Brand 1 dominates segment A, but lags in segment B behind brand 2 15 Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada.

16. Reputation, price and recommendation are key brand choice drivers 16 Category X Top reasons for choosing brand Well known brand Competitive price Someone recommended Lowest price Had features I wanted

17. 17 Total Category XRetailer 1Retailer 2Retailer 3Brand 1Brand 2Brand 3 Purchaser Age <24 25-34 35-44 45-54 55-64 65+ Average age of purchaser Purchaser Gender Male Female Joint decision Household Income Average annual household income Demographics: Category X (top brands & retailers) Based on self reported purchases by members of the Ipsos panel in Canada.

18. 18 Appendix Information Source

19. Information Source Service Description: Ipsos Household Equipment Canada (HEC) Survey outline The data in this report is sourced from the Ipsos Household Equipment Canada survey, known as HEC for short. Ipsos is Canada’s largest market research firm. The survey records actual purchase data from a sample of consumers. Reporting typically includes several years history for trending purposes. HEC covers the entire retail spectrum, including all types of chain, independent and specialty stores as well as online & direct. Only new items bought in Canada at retail are tracked in the survey. Methodology Online data collection. The HEC sample is representative of the general household population nationally, regionally and demographically using multiple controls based on census data from Statistics Canada. The HEC survey goes to field and reports are updated every quarter. Sample source/size Sample source is the Ipsos Canada proprietary online panel. HEC captures approximately 50,000 completed surveys encompassing over 250,000 purchase transactions per rolling 12 months in total.

20. 20 Adrian Murphy o Vice President o Ipsos Reid o 416.324.2291 o adrian.murphy@ipsos.com For additional information, contact: