Sport Indifferent
This segment is indifferent rather than negative towards sport and sports clubs and don’t see much benefit in it for them.
Key characteristics of this segment
The Sport Indifferent are generally less engaged not only in sport but also other activities, much of which are sedentary or passive. They are indifferent rather than negative towards sport and sports clubs and don’t see much benefit in it for them. As such it plays a very limited role in their lives.
They often have had experience of clubs when they were younger and they show a mild degree of interest in getting back involved. That said their general lack of enthusiasm for sport and clubs would make them a relatively time consuming and expensive group to engage.
What types of products, messages and tone would appeal to this segment?
What to talk to them about?
- Any marketing to this segment will require an education campaign on how sports / exercise can benefit them mentally and physically
- How clubs can provide not just a place to participate in sports but social and self improvement aspects – including ‘time out’
- Products that can be built into their current schedules including flexible memberships and schedules
- Free trials to get them in the door
- Beginner classes
- Physical activity / exercise / sport is for everyone
- It helps you feel energised and gives you time for yourself
- It’s not about being good or competitive, it’s about finding what you like
How to say it?
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Encouraging tone
How big is this segment?
This segment makes up 19 % of Australians aged 14-65 years old (2,938,300 people)
Related downloads
- Market Segmentation - Sport Indifferent (
PDF - 57.2 KB)
