Adults segment profile - Ponderers

Non-club member segment with high potential for acquisition

Ponderers do a reasonable amount of physical activity, both with others and alone. Their activity is predominantly recreational, with just over one in four participating in organised activities.

• Ponderers are one of the largest segments, making up nearly one in five Australians.
• Often married with children at home, they are active people, but commitments to work and family take up much of their time.
• They have a fairly positive view of sport clubs, both socially and as a means to support health and fitness, but they weigh this against the time and cost involved in being a member.
• They do not need to be convinced of the benefits of sport and physical exercise, as they derive strong personal satisfaction and a sense of achievement from participation.

Acquiring the Ponderers

The Ponderers, as one of the largest segments, are an important target for acquisition in clubs. Though less competitive than many other segments, most show at least some interest in joining sport clubs. Clubs can be seen as a way to escape their normal routine, and membership would be embraced with flexible participation and cost options.

Additionally, there may be opportunities to attract this segment with products outside the traditional club offer that address concerns about time and cost commitments while providing a pathway to encourage fitness and sport participation.

Developing flexible membership options at a reasonable price, programs to support family participation, free trials, and beginner classes could all contribute to encouraging Ponderers to reconsider membership of sport clubs.

Encouraging membership is about convincing them they can join without the fear of neglecting their other commitments.

Communication