Adults segment profile - Sidelined Sportsters

Non-club member segment with high potential for acquisition

The Sidelined Sportsters is a physically active group – doing physical activity over 2 times a week. This is principally recreational and in sports that can be done independently. Importantly, they also participate in organised sport although not with sport clubs.

• Sidelined Sportsters are into sport and value the opportunity it provides to have some personal time, relax, and break their routine.
• They were often members of sport clubs as children, even into adulthood, and it will not always have been their choice to stop but rather due to changing circumstances.
• They particularly enjoy being part of sports teams, with the camaraderie and friendships it fosters. The competitive aspect of sport is also a key component of their enjoyment.
• They have other priorities and cannot commit as much time or money as they might have in the past.
• They are positive about clubs and would be quite comfortable at sport clubs, given their ability to hold their own in a sporting context.
• This segment tends to be older and have family commitments.

Acquiring the Sidelined Sportsters

This is a key target group for acquisition, as they have all the hallmarks of keen but lapsed sport club members. They may have been Loyalists or Socially Engaged when they were younger or before they stopped being a member.

Given their overall interest in sport, there may be opportunities to attract this segment with products outside the traditional club offer that address concerns about time and cost commitments.

Flexible options in terms of participation times, along with membership cost and pricing options, will make it easier for them to step back into the fold.

Given the number who have dropped out through injury, clubs should consider lower-impact or less competitive options, or encourage these individuals to take up suitable sports based on their condition and current activities.

Among this group, there appear to be potential barriers to sports participation and club membership, including higher-than-typical levels of irregular working hours and relatively high levels of injury.

They retain a very positive perspective on clubs and the social and physical benefits of being involved. What they need is greater flexibility from sport clubs, but they don’t necessarily see this as the club’s responsibility. They view it as their own barrier, with other priorities limiting the time and money they can commit compared to the past.

Communication