• Exploring the Segments
• Where to from here?

Key characteristics of this segment

‘Sport Driven' club members do a lot of physical activity but keep their social activity within the club to a minimum. This segment is often younger, wealthier urbanites and with a high proportion from multicultural / CALD backgrounds.

Their motivation for doing sport tends to be more personal and focused on self improvement and the sheer enjoyment of it. The Sport Driven are less invested in the wider club experience for a variety of reasons. The club is a place for them to access facilities and participate in their sport – but they don’t necessarily want involvement beyond that.

While still enjoying the competition, they are less fanatical about sport and less competitive than some of their club counterparts. They can feel that sports clubs are overly competitive, inflexible and too demanding of their time when really they just want to use the facilities to play sport and keep other elements of the club at arms length.

The Sport Driven can be at a very busy life stage, meaning they are often balancing membership with commitments of family life, work and other interests. While they appreciate the camaraderie and the opportunity to get together with friends that clubs offer, it is the sport rather than the social aspects of clubs that are paramount. This may be as much about other competing interests for their time as it is about them being less sociable. Their relationship with clubs is less assured. The threat here is that they may move to the non-club segments so the challenge is to keep them engaged and provide ways to help them fit club membership in their lives. 

What type of products, messages and tone would appeal to this segment?

What to talk to them about?

• Flexible times and schedules
• Team sports
• Friend and family membership
• Different class / team for all levels
• Participation or loyalty incentives

What to say?

• It’s all about the ‘sport’
• Quality and access of facilities
• Clubs can help you achieve your personal fitness / sport goals
• Acknowledge busy lifestyle and reassure they do not need to be involved in the club beyond ‘playing the sport’

How to say it?

• Energetic and positive tone

How big is this segment?

This segment makes up 4% of Australians aged 14-65 years  (583,186 people)