Adults segment profile - Apathetic Clubbers
Apathetic Clubbers, though indifferent to sports, are highly active and take part in both organised and individual activities.
Existing club member segment at higher risk of lapsing
Despite their rather on the fence attitudes towards sports and physical recreation, Apathetic Clubbers are highly active in both and participate in a range of activities including organised and individual activities
- While Apathetic Clubbers can be found within all age groups, there is a significantly higher proportion of teenagers in this segment.
- They don’t like competition, tend to view sports as a ‘chore’, and feel a pressure that you need to be good at sport to be part of a club.
- Despite being highly active in both sport and physical recreation, the Apathetic Clubber is less likely than other club member segments to feel very positive towards sport or clubs.
- Relative to other club member segments, they tend to find value in clubs for their facilities and the encouragement to exercise, rather than for competitiveness or socialising.
- While they initially enjoyed their membership, this appears to be waning.
- Some feel a pressure that you need to be good at sport to be part of a club.
Retaining the Apathetic Clubber
This segment would benefit from feeling less pressured to be good at the sport in order to continue enjoying it.
There needs to be a focus on ease of entry, ensuring everyone feels they can join and participate regardless of skill level or motivation.
There may be a need to promote the social and fun aspects of clubs to reinvigorate this segment, who are at risk of dropping out if their circumstances change, given their somewhat apathetic attitude.
This segment needs to be reminded of the positive aspects of club membership, including how they used to enjoy the sport and how it is a way to keep fit and healthy while having fun.
There may be a need to promote the social and fun aspects of clubs to reinvigorate this segment, who are at risk of dropping out and finding other ways to fulfil their needs.
A key element is to ensure everyone feels they can join and feel comfortable in the club, regardless of skill level.
Communication
What to talk to them about? (Products)
- Non-competitive leagues
- Personal training and goal-setting programs
- Competition suited to their skill level
What to say? (Message areas)
- We’ll help you learn and improve your skills
- It doesn’t matter whether you’re good at the sport or not; there is an opportunity for you to play and have fun.
- Get involved in something that helps you keep fit while having fun
How to say it? (Tone)
- Welcoming and inclusive
