Active 35-44 year olds

The active cohort in this life stage considers being active every day important.

They are choosing three different activities in a combination of sport and physical activity, to ensure they are being active every day. Social interaction becomes less critical at this age, compared to appealing/appropriate facilities and ease of use. They want to be active, but it has to be quick and easy. Individual pursuits are becoming more popular at this life stage.

1.2 million people35% of 35-44 year olds

8 Average number of sessions per week

3 Average number of different activities

Characteristics

• Like feeling good about themselves
• Want to be good role models and to promote the principles of a healthy and active lifestyle to their children
• Value facilities and ease of use over social interaction
• Move away from team based sport and towards walking, gym, running, swimming, cycling
• Consider their daily or weekly physical activity routine to be critical.

It is critical that sports (team and individual) ensure they have a way of staying connected with these lifelong participants as their needs change.