Children segment profile - Sport Resistant

Non-club member segment with low potential for acquisition

The Sport Resistant are less physically active than other children and only 1 in 4 do sport. They mainly participate for recreation or exercise and are less likely to do activities with other children. As such, sport rarely figures as a main interest or hobby for these children.

• The Sport Resistant are more likely to be female and from households with low to medium incomes (under $70k per annum).
• This stems from their disdain for sport and perceptions of sport clubs being too competitive and exclusive (that you have to be good at sport).
• The Sport Resistant simply don’t understand what other people get out of sports or physical activity and have little appreciation of the social benefits that other children usually value in sport. For them sport isn’t fun and is too competitive.
• Their attitudes are likely to be shaped by their parents who also demonstrate more negative perceptions about sport clubs in terms of being too competitive, inflexible, expensive and time consuming.
• As such, they strongly feel sport clubs are not for them and do not understand any benefits to joining a club.

Acquiring Sport Resistant

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 even for some physical activity to personal health and well-being. These campaigns would need to target the segment themselves and their parents.

There is very limited potential for bringing Sport Resistant into clubs and trying to do so would be a poor investment of limited resources.

A less competitive ethos would help but typically these children and their parents are antithetical to sport and sport clubs.

There are few products or arguments to convince this segment or their parents to join them in a sports club.

Communication