Key characteristics of this segment
Often married with children at home, they are active people but commitments to work and family take up much of their time. They fit in a reasonable amount of physical activity but this is mainly recreational and focused on activity that can be done alone and often on an ad hoc /irregular basis. Essentially, they try and do activity around other commitments.
They do not need to be convinced about the benefits of sport and physical exercise and they derive strong personal satisfaction and achievement from participation. Typically they were members of clubs into adulthood, until for practical reasons they felt they had to give up. They have a fairly positive view of clubs both socially and as a way to support health and fitness but they will be weighing this up against the time and cost involved in being a member.
Though less competitive than many other segments, most show at least some interest in joining clubs. Clubs can be seen as a way to escape their normal routine, and membership would be embraced with flexible participation and cost options. Encouraging membership is about convincing them they can join without the fear of neglecting their other commitments. Additionally, there may be opportunities to attract this segment with products outside of the traditional club offer that address concerns with time and cost commitments but provide an avenue to encourage fitness and sport participation.
What types of products, messages and tone would appeal to this segment?
What to talk to them about?
- Flexible membership (time and cost)
- Family membership
- Range of activities / sports
- Different levels / age classes
- Timetable / suggestions on how to fit it into your schedule (case studies and testimonial?)
- This segment may also be attracted to opportunities to participate in sport or physical activity beyond the traditional club / competition structure
What to say?
- Remind them of the fun and personal satisfaction of playing with others
- Help them escape the routine
- Feel positive and do something for yourself
- Do it in your own time
Play while your children do
How to say it?
- Helpful tone
How big is this segment?
This segment makes up 20% of Australians aged 14-65 years old (2,969,162 people)