Key characteristics of this segment
Sidelined Sportsters are into sport and value the opportunity it provides to have some personal time, relax and break their routine. They particularly enjoy being part of sports teams, with the camaraderie and friendships it engenders. The competitive aspect of sport is also a key component in their enjoyment.
They would be quite comfortable at sports clubs and with their ability to hold their own in a sporting context. They were often members of clubs as children (even up to adulthood) and it will not have always been their choice to stop but rather their changing circumstances.
They retain a very positive perspective on clubs and the social and physical benefits of being involved. What they need is greater flexibility from clubs, but they don’t necessarily see this as a club’s responsibility. They see it as being their barrier, that they simply have other priorities and they cannot commit as much time or money as they might have in the past.
This is a key target group for acquisition as they have all the hallmarks of keen but lapsed sports club members. Indeed they may have been Loyalists or Socially Engaged when they were younger or before they stopped being a member. Additionally, given their interest in sport overall, there may be opportunities to attract this segment with products outside of the traditional club offer that address concerns with time and cost commitments.
What type of products, messages and tone would appeal to this segment?
What to talk them about?
Options beyond the traditional club / competition structure may appeal which emphasise:
- Social aspects + competition
- Lower impact ‘sport’
- Short competitions
- Alternative sports
- Out of hours leagues
- Try before you buy (especially on new / changed rules sports)
What to say?
- You can still take part even if you are short on time
- There’s different options if you still want to play sport but the body isn’t up to the same level it once was
- Have fun with friends doing (new sport / different type of competition)
- Play and (eat, drink, BBQ)
- Play at times to fit in around family and work
How to say it?
- Encouraging tone eg you can still play sports
How big is this segment?
This segment makes up 13% of Australians aged 14-65 years (2,035, 878 people)