Key characteristics of this segment
The Club Wary are very positive about sports, though they want to enjoy their sport at a slightly less serious and competitive level. It is as much about challenging themselves and doing something active with friends.
Club Wary are not particularly critical of clubs but from past experiences as members, they have some reservations. While they appreciate the social and emotional benefits that clubs can offer, they see clubs as requiring significant commitment and lacking in flexibility. The Club Wary do not always feel they will fit in at clubs and can be slightly self conscious about playing sport with others. These are not unlike Sport Driven (who are club members) in that they would prefer not to get heavily involved in the social and administrative aspects of the club, instead their preference is just for sports and facilities. There are more multicultural / CALD members in this segment than in others.
The Club Wary are a realistic target for acquisition, but clubs need to be proactive in seeking them out and communicating with them. They want to get more involved in sports clubs but often don’t know where to find information. Direct mail (inviting them to a demonstration) and local newspapers are ideal sources coupled with easily accessible online information.
To attract this segment, clubs and or sporting opportunities beyond the traditional club structure will need to avoid a sense of over commitment or competition (both in time and cost) and obligation when messaging and in the products offered.
What types of products, messages and tone would appeal to this segment?
What to talk to them about?
- Beginners / skill building classes / teams
- Flexible membership around costs (e.g. 2 for 1 memberships)
- Proactive communications highlighting the facilities of the club
- Offer of trial ‘membership’ without full financial commitment
- This segment may also be attracted to opportunities to participate in sport beyond the traditional club / competition structure
What to say?
- Club is inclusive and for all levels, not elitist
- Highlight the offer to play the sport they want at good facilities
- Focus on the sport and play up facilities
- Join with a friend
- Focus on building skills while playing the sport
- Competition as a means of improvement and for self achievement
How to say it?
- Helpful tone
How big is this segment?
This segment makes up 8% of Australians aged 14-65 years old (1,145,957 people)