Adults segment profile - Self Focused

Non-club member segment with low potential for acquisition

The Self Focused are engaged with physical activity and exercise, undertaking it 2 times a week. But they prefer activities they can do on their own and are less inclined towards organised activities, particularly competitive sports and aren’t involved in sports clubs.

• Typically female, Self Focused are turned off by the competitive nature of sport but enjoy the physical and mental benefits that regular physical activity and exercise provides them.
• They prefer to exercise alone, and physical activity is often a personal rather than a social pursuit – which reflects their dislike of organised and team sports and their focus on self-improvement.
• They are physically active, often to counterbalance a sometimes sedentary work-life.
• Their experience of sport clubs when younger has often left them with negative perceptions, including that clubs are at odds with their desire for a non-competitive and more flexible environments that allow them to control their own schedule around other commitments and interests.

Acquiring the Self Focused

The Self Focused are a challenging target for clubs, but there is potential for sports to develop products that cater to this segment’s individual needs, such as self-improvement and fitness.

This would require sports to offer products as well as activities outside the traditional club structure of membership, training, and competition.

The Self Focused may be tempted by products focused on assisting self-improvement, provided there is flexibility to fit participation into their own schedules.

Activities that might interest them reflect this internal, self-directed focus.

Communication