Austin Experts Panel Takeaways: How Tech Can Drive Brand Loyalty

1.Understanding Customers’ Real-Life Experiences Directly Drives Revenue

One of the biggest challenges for activewear brands today is truly understanding their customers— not just making educated guesses. Matt Heitman shared an example of using wearable data effectively from his time at Canyon Bicycles, which had struggled to successfully launch several products for women using traditional marketing methods. No matter what they did, women showed little interest in the brand. That changed when they partnered with Zwift to create a virtual competition for women cyclists. By engaging participants with real data from their own experiences—such as wattage generated and miles —they grew their women’s business to nearly 20% of their product purchases. This was not just about the product; it was about crafting an experience that resonated deeply with their audience and understanding their specific needs.

David Callahan of UltraSignup emphasized

"For ultra races, people are spending a lot of money, traveling, bringing crew with them, and they need to feel that the brands they're using are part of that journey. We spend a lot of time talking with brands about this race day journey because if they can get engaged during that window of time, they can actually have an impactful outcome on that person's experience at the race."

For brands, collecting data is important, but it’s not just about crunching numbers. The real secret is understanding the context behind that data—what we at DashLX call "Lived Experience Data." This means recognizing the everyday experiences, struggles, and victories that define an athlete's journey. Brands that gather and act on this kind of data transform from mere sellers into true partners who support athletes every step of the way. This connection is powerful, laying a solid foundation for genuine brand loyalty.

2. Use Storytelling and Personalization to Build Connection

"'You bought this, so you should buy that' is not good enough anymore, right? You should be able to reward your customers in real time after they finish running the New York marathon. That's where the bar is"  - Dustin Robertson.

Consumers want their life represented digitally, and brands have to keep up.

Matt Heitmann, CMO of Scott Sport USA expanded on this, noting that the personalization trend is only going to grow stronger. Customers recognize when a platform is generalized for everyone, and that disconnect can be costly. When he was at Canyon Bicycles, they tried personalization down to the details—women-specific bike products, tailored training experiences—and the engagement was transformative.

Brands that provide real, helpful guidance and celebrate victories along the way establish themselves as trusted allies. We're not just selling sneakers—we're here to support you every step of the way. Personalization deepens the emotional bond between brand and customer, creating lasting loyalty.

3. Building Community Through Authentic Engagement

"From the moment someone registers for an ultra race, it occupies a huge part of their life. They’re making decisions about training, nutrition, and gear—and they need support during this journey" - Callahan shared.

Community is at the heart of brand loyalty, especially in the activewear space. When someone registers for an ultra-distance race, it becomes a massive part of their identity. Callahan shared how UltraSignup leverages that community commitment: if brands engage with the customer from the moment they register to the race day itself, they can add real value—personalized recommendations for gear, guidance on nutrition, and motivation leading up to the event. It’s about proving that we care about more than just selling gear—we care about the people who wear it.

These shared experiences foster a sense of belonging that makes customers feel like they are part of something bigger. Community initiatives—like training programs, local events, or digital challenges—allow customers to connect with each other and the brand, creating a network that enhances their overall experience.

4. Loyalty Is a Shared Journey, Not a One-Way Street

Brands must look for those windows where customers are actively pursuing a goal and find ways to genuinely support them.

Brands need to rethink their relationship with their audience. Loyalty isn’t just a one-way street—it’s a shared journey where both brand and customer grow together. Brands that embrace this approach will be the ones that not only survive but thrive in the coming years.

“Brands must commit to showing up authentically, understanding the full context of their customers' experiences, and delivering meaningful support” - Callahan emphasized.

The future belongs to brands that can do this effectively—those that become true partners in their customers' journeys, celebrating milestones and providing value every step of the way.” Brands that can seamlessly integrate into both realms are the ones that will win loyalty in the coming years.

5. The Role of Wearables and Lived Experience Data

"The next generation coming up, the digital natives, their life doesn’t exist unless it’s represented digitally" - Dustin Robertson said.

The future of brand loyalty is going to be shaped by tech innovations, especially wearables. We’re in a data-first world, and the next generation—the digital natives—expect their life experiences to be represented digitally. The brands that understand and act on this will win.

Heitmann explained, "[At Competitive Cyclist,] we knew dozens of customers by name and built trust by knowing their goals and offering specific advice. That’s the level of personalization consumers expect." Brands can no longer afford to just "spray and pray"—they need to create value during critical moments in their customers' lives. Luckily, with Lived Experience Data, we’re getting to the point of that type of personalization on a scalable level.

The right technology can amplify real experiences, ensuring every interaction brings genuine value and strengthens the customer-brand relationship.