Parent segment profile - Unengaged

Low acquisition potential

Are unengaged and uninvolved in their children’s lives. Quite inactive themselves, even though 10% are in club sport.

Over half do no activity (61%) and a quarter (25%) are active but not in sport.

• Do not seem to think about their child’s involvement in sport or physical activity.
  • Significantly more likely to have a child that does no activity (46%).
• While they identify the benefits of physical activity for themselves and their children, participation in sport clubs and other activities do not appear to be an active choice.

Who / how is a decision made?

For the few ‘Unengaged’ parents who had a child involved in club sport or other organised sport / activities, their reasons for joining were primarily driven by the child.

To build participation

Unlikely to build participation in sport clubs.

While 10% had all children in clubs, only 5% indicated interest in their child joining.

One in three (33%, significantly higher than the parent average of 11%) said that nothing would motivate them to have their child participate in club sport or organised sport / physical activity in the future.

That said, participation in organised physical activity could be encouraged by:

1. Free trials of facilities / sport (37%)
2. More social and less competitive competitions (23%)
3. Offering family memberships (20%)
4. Have ‘beginner’ classes for older children (17%) Has your child expressed interest in club sport?

How do we communicate to them