Adults segment profile - Club Wary
Club Wary stay active recreationally but prefer gyms or social clubs over sport clubs.
Non-club member segment with high potential for acquisition
Although the Club Wary are relatively active in recreational activities, either individually or in an organised capacity, they are not members of a sport club. They tend to be members of fitness centres or recreational and social clubs.
- The Club Wary are very positive about sports, though they want to enjoy their sport at a slightly less serious and competitive level.
- There are more culturally and linguistically diverse (CaLD) members in this segment than in others.
- They are not particularly critical of sport clubs but from past experiences as members, they have some reservations.
- Not unlike the Sport Driven segment, they would prefer not to get involved in the social and administrative aspects of the sport club and instead their preference is to play their sports and use the facilities.
- They see sport clubs as requiring a significant commitment and lacking in flexibility and they can be slightly self-conscious about fitting in and playing sport with others.
Acquiring the Club Wary
The Club Wary are a realistic target for acquisition, but sport clubs need to be proactive in seeking them out and communicating with them.
They want to get more involved in sport clubs but often don’t know where to find information. Direct mail (inviting them to a demonstration) and local newspapers are ideal sources, coupled with easily accessible online information.
Beginners’ classes and free trials are popular ways to introduce the Club Wary to clubs.
More flexibility in times and prices, as well as a less competitive approach, could also assist.
To attract this segment, sport clubs and sporting opportunities beyond the traditional club structure will need to avoid creating a sense of overcommitment, competition (in both time and cost), or obligation in their messaging and the products offered.
Communication
What to talk to them about? (Products)
- Beginners’ or skill-building classes and teams
- Flexible membership options around costs (e.g. two-for-one memberships)
- Proactive communications highlighting the club’s facilities
- Trial memberships offered without full financial commitment
What to say? (Message areas)
- Club is inclusive and for all levels, not elitist
- Highlight the opportunity to play the sport they want at quality facilities
- Focus on the sport and emphasise the facilities
- Join with a friend
- Focus on building skills while playing the sport
- Competition as a means of improvement and self-achievement
How to say it? (Tone)
- Helpful
