Children segment profile - Thrifty Enthusiasts

Non-club member segment with high potential for acquisition

Thrifty Enthusiasts are active and participate in physical activity and sport very frequently (5 times a week). The majority (8 in 10) do organised physical activity.

• Thrifty Enthusiasts make up only around 1 in every 20 Australians aged 5-13 years old.
• Although they don’t do physical activity with a sport club, most do organised physical activity through other organisations, school, or courses.
• They are very positive about physical activity and sport and don’t personally have any barriers to sport participation.
• Similarly, parents of the Thrifty Enthusiasts are also very positive towards sport clubs despite only 1 in 10 who are currently members. The cost of membership is a barrier.

Acquiring Thrifty Enthusiasts

This children’s segment has high acquisition potential with 8 in 10 having been members in the past and/or being interested in future club membership.

To appeal to Thrifty Enthusiasts, sport clubs should consider products that centre on making club-based sport more accessible in terms of flexible membership pricing options, two for one membership, and providing value for money in terms of multiple sports.

Children in this segment as well as their parents also need to feel that clubs are inclusive and promote equality regardless of skill level.

For this segment there are a number of products and services that will appeal.

Products that centre on making membership more cost accessible in terms of flexible membership pricing options, two for one membership, and providing value for money in terms of multiple sports.

They also show interest in options that enable entry or beginner level classes and equality.

There are few perceptual barriers to joining a sport club, however cost of participating in club-based sport is a barrier. More flexibility in participation times / scheduling also appeal to their parents.

Communication