This section provides more detailed information on the 19 segments.

Pen portraits
The pen portraits are an accessible way to familiarise yourself with the characteristics of each of the nineteen segments. An excellent introduction to the segments, they should be viewed as the starting point to investigating the segments in further detail.

To view the pen portraits please click here

Index tables
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when developing detailed proposals around the segments and when you require more detail than is shown in the pen portraits. More


Which sports do the 19 segments participate in?
Each of the segments have differing motivations for taking part in sport, or not, and also take part in different types of sports and recreational activities. For example, Jamie, a young male aged 18-25 enjoys team sports like football, whereas Paula, our stretched single mum, would take part in swimming or an aerobics class. A useful guide providing information on the top sports participated in by each of the 19 segments has been developed.  More


Pen portraits

Segment A01: Competitive Male Urbanites - Ben

Segment A02: Sports Team Drinkers - Jamie

Segment A03: Fitness Class Friends - Chloe

Segment A04: Supportive Singles - Leanne

Segment B05: Career Focussed Females - Helena

Segment B06: Setting Down Males - Tim

Segment B07: Stay at Home Mums - Alison

Segment B08: Middle England Mums - Jackie

Segment B09: Pub League Team Mates - Kev

Segment B10: Stretched Single Mums - Paula

Segment C11: Comfortable Mid-Life Males - Philip

Segment C12: Empty Nest Careerists - Elaine

Segment C13: Early Retirement Couple - Roger and Joy

Segment C14: Older Working Women - Brenda

Segment C15: Local Old Boys - Terry

Segment C16 Later Life Ladies - Norma

Segment D17: Comfortable Retired Couples - Ralph and Phyllis

Segment D18: Twlight Year Gents - Frank

Segment D19: Retirement Home Singles - Elsie and Arnold