Abstract
This thesis explores the factors that drive the behavioural intentions of an Ironman triathlete based in Wales, where triathlon participation is high, with around 1,700 triathletes per million population (British Triathlon, 2023; Welsh Triathlon, 2023). The physical and mental demands of the Iron distance triathlon provide a strong context for understanding the motivations, social influences, and self-perceptions that shape long-term commitment to endurance sports.Using the Theory of Planned Behaviour (TPB) (Ajzen, 1991) as a structural framework and Consumer Culture Theory (CCT) (Arnould & Thompson, 2005) as a contextual framework, this research examines the beliefs, social pressures, and identity conflicts affecting participation. Social Identity Theory (SIT) (Tajfel & Turner, 1979) and Self-Discrepancy Theory (SDT) (Higgins, 1987, 1989) provide the theoretical frameworks for exploring the idiographic experiences of athletes. Instead of predicting behaviours, the focus is on understanding the foundations that support continued engagement (Conner & Sparks, 2005; Sniehotta et al., 2014).
The findings show that adopting the ‘Ironman’ identity creates a sense of belonging and loyalty (Tajfel & Turner, 1979; Turner, 1982). This social identity intertwines with an athlete’s drive to align their current self with their ideal or ought self (Higgins, 1987), which shapes a deep commitment to the sport. It was also found that continued participation relies on financial investment and self-efficacy (Ajzen, 1991; Bandura, 1986), but that these alone are not enough. Athletes must also engage in an ongoing process of maintaining an evolving self-concept (Breakwell, 1993), shaped by their experiences, aspirations, and changing self-perceptions (Rossing et al., 2016; Bauman, 2000; Giddens, 1991). This dynamic interplay between self-belief, identity, and commitment highlights the complexity of endurance sport engagement. From a business perspective, static approaches to athlete segmentation and marketing are insufficient. Regular reassessment is necessary to align with the fluid and personal nature of athletes’ identities, ensuring that strategies remain relevant and responsive to their changing motivations.
Using a moderate autoethnographic approach, this research captures rich, first-person narratives reflecting the idiographic experiences of an Ironman triathlete (Stahlke Wall, 2016; Ellis et al., 2010). The analysis follows a two-stage process: inductive theme identification through recursive abstraction (Polkinghorne & Arnold, 2014), followed by deductive examination using TPB, SIT, and SDT. This method uncovers the intricate relationships between motivation, social identity, and identity conflicts.
Bridging psychology, sociology, and business strategy, this study provides insight for the marketing of endurance sports. It suggests ways to enhance participation, build community engagement, and improve athlete segmentation. Recognising identity as dynamic and personal highlights the importance of adapting marketing strategies to reflect an athlete’s evolving self-concept.
| Date of Award | 2025 |
|---|---|
| Original language | English |
| Supervisor | Elizabeth Lloyd-Parkes (Supervisor) & Jonathan Deacon (Supervisor) |