This paper demonstrates how discussion forums can be used in product innovation to create value with consumers. The literature shows the value of sport addicts and hobbyists as innovators in product innovation, consequently this study is also related and relevant to sports activities. It is an empirical study based on substantial qualitative data collected from 28 discussion forums, of which 20 of the longest discussions were chosen for qualitative analysis. This paper complements the academic literature by providing information about consumer value creation in discussion forums without company interaction. The discussions contain basic, performance and excitement factors, of which performance factors are the most abundant. Both product improvement ideas and consumers eager to participate in innovation can be found in the discussions. A key to success for a company is a systematic plan showing the potential use of the extensive information in the discussions. This paper introduces closed company innovative forums which are maintained or product innovation evangelists to direct the discussion and keep consumers interested in participation. This is a new means to find out and further develop promising ideas for product innovation with consumers.