A brief introduction to Sporting Market Segments
Sport England's Sporting Market Segments provide those working in community sport with an insight into the sporting behaviours, barriers and motivations to taking part to help them develop activities and engage people with the aim of increasing participation.
Sport England and the appointed consultants, Experian Business Strategies, worked together to analyse data and produce 19 Sporting Market Segments of the adult population with distinct sporting behaviours and attitudes. This includes information on specific sports people take part in as well as why people do sport, whether they want to do sport and the barriers to doing more sport. In addition, the segments provide information on media consumption and communication channels, social capital, health indicators including obesity and engagement in the wider cultural sphere.
The power of these Sporting Market Segments lies not only in their ability to understand their characteristics but in the capability to identify where they are. It is possible to map the segments to a postcode, community, local authority or region.
Introducing the 19 segments
The documents below give an overview of the market segments and 19 pen portraits
An introduction to segments
Overview of the 19 segments
Pen portraits and further detail on the segments
Case studies - a practical application
The case studies below illustrate how the segments can be practically applied to sports delivery. They illustrate how the Sporting Market Segments can impact on local planning and delivery.
Humber County Sports Partnership: Marketing strategies for the over 65's
Knowsley Community Sports Network: Local action planning
South Gloucestershire Leisure Trust: Attracting new customers
Humber County Sports Partnership: How to better target 'Pub League Team Mates'
Sport England London Region: Project development for young women and gym membership
Black Country County Sports Partnership: Potential participants and the impact on delivery
Wear Valley, Wellness on Wheels: Project Evaluation of a mobile gym facility
Applying the tool in your area of work: practical ways to use the Sporting Market Segments
Click here to view a practical guide to using the Sporting Market Segments in decision-making, investment and delivery. This guide outlines how to interpret the segmentation information and the different ways in which it can be used including; project development and evaluation; facility planning; and membership profiling.
Additional supporting information
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. Click here for further details and to view the index tables
Technical Report
The technical report outlines the segmentation model, how it was developed and statistical techniques behind the model.
Click here to view the technical report
Frequently Asked Questions
The FAQs answer key questions associated with the Sport England's Sporting Market Segments. To view the FAQs click here
Contact Us
For furter details and support on how you can use Sport England's Sporting Market Segments contact Sharon Carroll in the North East office:
email : sharon.carroll@sportengland.org or telephone 0191 384 9595
For national enquiries contact laura.clayton@sportengland.org
For GIS enquiries: mark.critchley@sportengland.org
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