Adults segment profile - Sport Atheists
For Sport Atheists physical activity is limited, no more than once a week and typically walking or swimming by themselves.
Non-club member segment with low potential for acquisition
For Sport Atheists physical activity is limited, no more than once a week and typically walking or swimming by themselves.
- Sport Atheists are totally disengaged and often negative about sport and sport clubs.
- Sport Atheists don’t understand what people get from sport and for them the importance of sport is blown out of proportion.
- Though a relatively small segment, low participation and negativity towards sport may be magnified due to the segment having more older, low income individuals, with 1 in 3 who have physical challenges.
- Their perceptions of sport clubs, while rarely borne from experience, are not really positive. In their minds there is very little that could be done to persuade them to step inside a club even if they liked sport.
Acquiring Sport Atheists
This would be a very challenging segment to engage – in part as it would require a basic education campaign on the benefits of sports and physical activity to personal health and well-being.
There are few products or arguments to convince this segment to join a sport club.
Communication
What to talk to them about? (Products)
- Firstly, any marketing to this segment will require an education campaign on how sports and exercise can benefit them – and even then this segment seems fairly set in their ways
- Initial focus on activities that are not competitive (can be done by themselves)
- Opportunities to experience how exercise and sports can be enjoyable – with no pressure
- Beginner classes or classes with a clear level to reduce apprehension of being ‘not good enough’
What to say? (Message areas)
- Physical activity, exercise, and sports is for everyone
- It’s not about being good or competitive; it’s about finding what you like – no expectations
- Something for everyone – of all levels and all interests
How to say it? (Tone)
- Encouraging and reassuring
