• Exploring the Segments
• Where to from here?

Key characteristics of this segment

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 don’t 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.

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

What to talk to them about?

• Non-competitive leagues
• Personal training / goal setting programs
• Competition to suit their skill / level

What to say?

• We’ll help you learn and improve your skills
• It doesn’t 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?

• Welcoming and inclusive tone

How big is this segment?

This segment makes up 4% of Australians aged 14-65 years old (599,952 people)