Children segment profile - Sport Driven

Existing club member segment

The Sport Driven are highly active and participate in organised physical activity within sport clubs but also through other recreational clubs, school, and courses. Their participation is for competitive as well as recreational purposes.

• The Sport Driven are more than likely to be found in metropolitan Australia and are over-represented by culturally and linguistically diverse (CaLD) individuals (1 in 5 are CaLD).
• While they are not averse to competition, for them it is more about the sense of achievement through meeting personal goals and self-improvement.
• The Sport Driven are highly engaged with sport and show a relatively high interest in doing more sport if they had information on how to do so.
• While they appreciate the camaraderie and the opportunity to get together with friends that sport clubs offer, it is the sport and self-improvement rather than the social aspects of clubs that are most important to them.

Retaining the Sport Driven

Sport clubs should focus on retaining these individuals through offers that allow them to achieve their personal fitness / sport goals in an inclusive environment.

Products and services should promote equal treatment and opportunities to participate in a variety of sport at all levels.

Ensure flexible membership pricing and family membership options while reducing the pressures to be involved in the club beyond ‘playing the sport’ to encourage continued membership of this children’s segment and their parents.

Although this segment enjoys the competitive element of sport, they also need sport clubs to provide an environment of equality and flexibility.

They show a relatively high interest in doing more sport if they had information on how to do so.

They are most interested in beginners’ classes and equal treatment as well as opportunities to trial new clubs, flexibility of participation in terms of times to participate / scheduling.

Parents of this children’s segment are needing membership and trial opportunities that make it easy to be members (flexible membership options, free trials, flexible times, options for parent / child participation).

Communication