Sport Atheists
Key characteristics of this segment
Sport Atheists are totally disengaged and often negative about sport and sports clubs. Their physical activity is limited, no more than once a week and typically walking or swimming by themselves.
They don’t understand what people get from sport and for them the importance of sport is blown out of proportion. They feel there are more compelling and interesting things in life, which typically involve more sedentary activities.
Their perceptions of clubs, while rarely borne from experience, conjures up visions of unfriendly and intimidating places that could provide absolutely no benefit to them. In their minds there is very little that could be done to persuade them to step inside a club even if they liked sport.
This would be a very challenging segment to engage – in part as it would require a basic education campaign on the benefits of sports / physical activity to personal health and well-being. There are few products or arguments to convince this segment to join a sports club.
What types of products, messages and tone would appeal to this segment?
What to talk to them about?
- Firstly, any marketing to this segment will require an education campaign on how sport / exercise can benefit them – and even then this segment seems fairly set in their ways…
- Initial focus on activities that are not competitive (can do by themselves)
- Opportunities to experience how exercise and sport can be enjoyable – with no pressure
- Beginner classes or classes with a clear level to reduce apprehension of being ‘not good enough’ etc
- Physical activity / exercise / sport is for everyone
- It’s not about being good or competitive, it’s about finding what you like – no expectations
- Something for everyone – of all levels and of all interests
How to say it?
- Encouraging and reassuring tone
How big is this segment?
This segment makes up 6 % of Australians aged 14-65 years old (844,056 people)
- Market Segmentation - Sport Atheists (
PDF - 58.0 KB)
