Back to Active People Home Page

What is market segmentation?

Sport England has developed nineteen sporting segments to help us understand the nations’ attitudes and motivations – why they play sport and why they don’t.

The segments provide the knowledge to influence people to take part. This work is part of our drive to get two million people doing more sport by 2012.

Each segment can be explored at differing geographic levels.It is possible to find out what people's sporting habits are in a particular street, community, local authority or region.

Your guide to using the segmentation data

Segmentation overview

New to segmentation? Find out why and how we did it - and what it can tell you.
More info

The 19 segments

Find out about the 19 segments.
More info

How to guide

Businesses use segmentation data to sell more products or services - find out how you can use it to promote sport.
More info

Case studies

Find out how other sports organisations have already used the data to promote sport
More info

Geographic information

Find out how to look at the distribution of the segments by different geographies
More info

Accessing the raw data

Sport Market Segmentation data is available free of charge to public sector not-for-profit organisations.  If you are any other type of organisation please contact the Research Team to discuss your requirements.
More Info

Segmentation and Sport Engand's priority groups

This section outlines how Sport England's priority groups (women, C2DE social class, black ethnic minorities, those with a limiting disability) are are incorporated within the sporting segments.
More info

FAQs and technical report

We have prepared a list of FAQs and and a technical report
More info