Market Segmentation for sport participation Apathetic Clubbers The Apathetic Clubber segment makes up nearly one in  Australians
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Market Segmentation for sport participation Apathetic Clubbers The Apathetic Clubber segment makes up nearly one in Australians

They are more likely to be male While Apathetic Clubbers can be found within all age groups there is a signi64257cantly higher proportion of teenagers to be found in this segment Despite being highly active in both sport and physical recreation this

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Market Segmentation for sport participation Apathetic Clubbers The Apathetic Clubber segment makes up nearly one in Australians




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Presentation on theme: "Market Segmentation for sport participation Apathetic Clubbers The Apathetic Clubber segment makes up nearly one in Australians"— Presentation transcript:


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Market Segmentation for sport participation Apathetic Clubbers The Apathetic Clubber segment makes up nearly one in 20 Australians. They are more likely to be male. While Apathetic Clubbers can be found within all age groups, there is a significantly higher proportion of teenagers to be found in this segment. Despite being highly active in both sport and physical recreation this segment is somewhat apathetic in their attitudes towards sport and clubs. They dont like competition and are less likely than other club segments to feel very positive toward sport or clubs.

They may be more likely to view sports as a chore or something they do out of habit rather than passion. Relative to other club member segments they tend to find value in clubs for their facilities and that it encourages you to do exercise, rather than the elements of competitiveness and socialising. Some feel a pressure that you need to be good at sport to be part of a club. While they initially enjoyed their membership, this appears to be waning. This segment would benefit from feeling less pressured to be good at the sport to continue enjoying it. There needs to be a focus

on ease of entry in terms of ensuring everyone feels they can join/participate regardless of skill level or motivation. There may be a need to promote the social and fun aspects of clubs to reinvigorate this segment who are at risk of dropping out if there is a change to their circumstances given their somewhat apathetic attitude. 4% of Australians aged 1465 years old (599,952) are Apathetic Clubbers What to talk to them about? (Products) Non-competitive leagues Personal training/goal setting programs Competition to suit their skill/level What to say? (Message areas) Well help you learn

and improve your skills It doesnt matter what your skill level is, there is an opportunity for you to play and have fun Get involved in something that helps you keep fit at the same time as having fun How to say it? (Tone) Welcoming and inclusive