Sport England 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.
This research builds on the results of Sport England’s Active People Survey, the Department of Culture, Media and Sport's Taking Part survey and the Mosaic tool from Experian. It will inform Sport England’s Strategy and Business Plan 2008-2011 and help us invest our money into areas that will have the greatest impact.
To read the background to the market segmentation, pen portraits to each of the nineteen segments, Local authority profiles, case studies, FAQ and further information on a national basis please visit the Sport England research page .
To read a West Midlands summary of Sporting Market segments - view summary.
