Self Focused
Key characteristics of this segment
Typically female, Self Focused are turned off by the competitive nature of sport but enjoy the physical and mental benefits that regular physical activity and exercise provides them.
They are physically active which is often to counterbalance a sometimes sedentary work-life. They prefer to exercise alone and physical activity is often a personal rather than a social pursuit – which reflects their dislike of organised and team sports and their focus on self improvement. They are a challenging target for clubs. Their experience of clubs when younger has often left them with negative perceptions which are at odds with their desire for a non-competitive and more flexible environment which allows them to control their own schedule around other commitments and interests.
There is potential for sports to develop products which cater to this segments individual needs such as self improvement and fitness. This would require sports to offer products as well as activities outside of the traditional club structure of membership, training and competition.
What types of products, messages and tone would appeal to this segment?
What to talk to them about?
- Products aimed at individual growth and fitness – rather than teamwork
- Flexible memberships and schedules
- Pay as you play
- Non competitive play
- Beginner classes
- Skills improvement classes
What to say?
- Clubs promote self growth and help you achieve your fitness / personal goals – in your own time
- You can have control and flexibility in the memberships and schedules
- No commitment or excessive cost
- Try / learn something new in a friendly, non-competitive environment
- Improve your skills at your own pace
- Encouraging tone
How big is this segment?
This segment makes up 13% of Australians aged 14-65 years old (1,943,508 people)
- Market Segmentation - Self Focused (
PDF - 54.4 KB)
