Tools to help applicants

Market segmentation

Sport England’s market segmentation analysis is a tool that helps us to understand people and their sporting behaviour by looking at key population groups. We have grouped the adult population into 19 different groups (or segments) and have created pen portraits for each of these groups, looking at the sport they do, and how often they participate, the sports that appeal to them, the reasons they do not participate and factors that might help them do more sport.

It also tells us about their other social and cultural preferences for instance the brands that appeal to them and their preferred communication channels.

We can use this data to assist in our understanding of certain geographical areas, for instance at regional, local authority or more local analysis, and our partners have used this data in the past to understand demand for sports facilities or to help market facilities or projects to certain groups within their local area.

One of the segments that is relevant to this theme is Paula, described as a ‘single stretched mum’. Paula is a single mother, in her early thirties. She has young children and is the least active group within her age band. Sports that appeal to Paula include swimming, aerobics and ice skating, although she finds it difficult to make time for sport. Motivations for doing sport are likely to include to lose weight or to accompany children. Improved transport, help with childcare, cheaper admission would encourage her to do more, although there is also the challenge of lack of time and motivation to participate.

For further detail of this market segmentation tool (including a user guide, local authority profiles and more detail on the 19 groups), visit the market segmentation section of our website.

Planning tools

Sport England provides a range of planning and facility development tools. Reference to much of this will be required for projects with a capital element that progress to stage two.