Parent segment profile - Club Resistant

Low acquisition potential

Does not see a need for their child to be involved in club sport. Limited physical activity themselves, almost none doing organised sport (2%). Half claim no activity (48%) and other half (50%) claim to be active but not in sport.

• Strongly believe that their children do not need to be involved in organised sport or club sport to be physically active.
  • Majority (77%) have children that do casual physical activity.
  • Less than half (43%) have child in other organised activity.
  • Low involvement of children in club sport (4%) and no real interest in becoming involved.
• Believe their children can gain all physical and mental benefits such as resilience and confidence via other avenues.
• Have strong negative feelings towards sport clubs.
• Identify sport clubs as expensive, lacking flexibility, needing commitment and overly competitive. Preference for child to do other organised activities.
  • 82% never volunteered, only 4% currently do at child’s sport club.

Who / how is a decision made?

The main reason for their child participating in an organised physical activity was most often because their child thought they would enjoy it (54%).

For organised physical activity, the child’s wishes were paramount.

To build participation

Unlikely to build participation in sport clubs.

Only 1% had all children in sport clubs, and only 4% indicated any interest in their child joining.

Participation in organised physical activity could be encouraged by:

1. Free trials of facilities / sport (50%)
2. More social and less competitive competitions (48%)
3. Less pressure on parent to be involved (38%)
4. Have ‘beginner’ classes for older children (34%)
5. Flexible membership options (prices) (34%)

How do we communicate to them