Segment details

The Market Segmentation Study identifies ten consumer segments among the Australian adult population (aged 14–65 years).

  • Current club member segments — Loyalists, Socially Engaged, Sport Driven and Apathetic Clubbers
  • Non-club member segments — Sidelined Sportsters, Club Wary, Ponderers, Self Focused, Sport Indifferent and Sport Atheists.
For further details about the characteristics of each segment click the corresponding sections below.  

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Did you know?

Australia is one of only two nations to have competed in every modern Summer Olympic Games.

Quick numbers

113 thousand people have so far completed the ASC online coaching course.
10 current or former AIS athletes won medals at the London 2012 Paralympic Games.
56 current or former AIS athletes won medals at the London 2012 Olympic Games.
35 thousand kilometres were swum by Petria Thomas while at the AIS.
21 thousand people have so far completed the ASC online officiating course.
0.5 million people visit the AIS each year.