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The 19 segments
Ben - a Competitive Male Urbanite
Jamie - a Sports Team Drinker
Chloe - a Fitness Class Friend
Leanne - a Supportive Single
Helena - a Career Focussed Female
Tim - a Setling Down Male
Alison - a Stay-at-Home Mum
Jackie - a Middle England Mum
Kev - a Pub League Team Mate
Paula - a Stretched Single Mum
Philip - a Comfortable Mid-life Male
Elaine - an Empty-nest Careerist
Roger and Joy - an Early Retirement Couple
Brenda - an Older Working Woman
Terry - a Local Old Boy
Norma - a Later Life Lady
Ralph and Phyllis - a Comfortable, Retired Couple
Frank - a Twilight Year Gent
Elsie and Arnold - Retirement Home Singles
Sport England market segmentation provides those working in community sport an insight into the sporting behaviours and the barriers and motivations to taking part amongst our existing participants and those we wish to engage in a more active lifestyle.
Sport England and its appointed consultants, Experian Business Strategies, worked together to analyse data on the English population (18+), producing 19 market segments 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.
A Technical Report and 'Frequently Asked Questions' have been published, which outline how the segments were developed and answer key questions you may have. More info.
The power of these sporting segments lies not only in their ability to help us better understand the characteristics of our potential market but also to explore the market base at differing geographic levels. It is possible to analyse the market in a particular street, community, local authority or regions.
For an introductory guide to Sport England's segmentation and an overview of the 19 segments, click on the links below.
An introduction to Sport England market segmentation
An overview of the 19 segments
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