Insufficiently active 25-34 year olds

At this life stage, many people place less importance on sport and physical activity due to other priorities such as starting a family and/or establishing a career.

Although it's not part of their daily routine, they tend to participate a couple of times a week. They are more likely to play either sport or physical activity, not both.

2.06 million people55% of 25-34 year olds

2.5 Average number of sessions per week

2.1 Average number of different activities

Characteristics

• Claimed that time and money are their two biggest barriers
• Admitted their true barrier is a lack of motivation
• Sport offer doesn't meet their needs i.e. unclear pathways, not offered at the right time and focused on performance
• Less free time and are too busy when they start a family
• Focused on work and career and feel they are unable to make a firm commitment to turning up to every game and training and don’t want to let the team down
• Less likely to have a daily or weekly physical activity routine.

Making participation fun and easy and promoting the health benefits could increase the motivation of this group to prioritise sport in their routine. They often say they are too busy to be active, but the right experience could make them re-evaluate the importance of sport and physical activity.