Insufficiently active 35-44 year olds

Having younger children in the household leads to lower activity levels and activity on half the days per week.

This group are less competitive than their 'active' counterparts, so their drive to be active is lower and trends towards participating in only physical activity. Some members of this group have long been insufficiently active and may be starting to become self-conscious about being physically active in public.

1.9 million people56% of 35-44 year olds

2.5 Average number of sessions per week

2.1 Average number of different activities

Characteristics

• Not overly competitive
• Self-conscious being physically active in public
• Cost and other commitments are factors in their sport and physical activity choices
• Say they will increase their activity when their children are older and they have more time
• Less likely to have a weekly physical activity routine.

Sports that can connect and inspire and provide a sport experience that isn't too competitive and is delivered at a suitable time of day/week will be more likely to succeed.