Market segments and sports participation
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Market segments and sports participation. The Four Big Hitters. The following sports appear in the top ten sports for all nineteen segments: Recreational walking Recreational cycling Gym Swimming . On their way there…….

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Presentation Transcript

The four big hitters
The Four Big Hitters

  • The following sports appear in the top ten sports for all nineteen segments:

    • Recreational walking

    • Recreational cycling

    • Gym

    • Swimming


On their way there
On their way there……

  • A second tier of sports which appear in the top ten for the majority of segments

  • Badminton (17 segments)

  • Yoga (12)

  • Golf (11)

  • Aerobics (10)

  • Tennis (10)

  • Road Running (10)


How we got here
How we got here …………

  • “Bankable” sports – In the top ten absolute and also in the top ten by population or supergroup index

  • Growth sports – are not in the top ten absolute sports but are in both the population or supergroup index

  • Refers to all sports regardless of intensity

  • Given in absolute size order


A01 ben competitive male urbanite
A01 Ben “Competitive Male Urbanite”

  • “Bankable” Sports

  • Football (indoors and outdoors)

  • Golf

  • Growth Sports

  • Cricket

  • Rugby Union

  • Rugby League

  • Skateboarding

  • American Football


A02 jamie sports team drinkers
A02 “Jamie Sports Team Drinkers”

  • “Bankable” Sports

  • Football (indoors and outdoors)

  • Growth Sports

  • Weight Lifting

  • Pool


A03 chole fitness class friends
A03 Chole “Fitness Class Friends”

  • “Bankable” Sports

  • Aerobics

  • Horse Riding

  • Yoga

  • Growth Sports

  • Netball

  • Trampolining


A04 leanne supportive singles
A04 Leanne “Supportive Singles”

  • “Bankable” Sports

  • Aerobics

  • Growth Sports

  • Dance Exercise

  • Netball

  • Body Combat

  • Ice Skating

  • Rounders

  • Gymnastics


B05 helena career focused females
B05 Helena “Career Focused Females”

  • “Bankable” Sports

  • Aerobics

  • Yoga

  • Horse Riding

  • Growth Sports

  • Pilates

  • Netball

  • Hockey Field

  • Body Pump


B06 tim settling down males
B06 Tim “Settling Down Males”

  • “Bankable” Sports

  • Football (indoors and outdoors)

  • Golf

  • Squash

  • Growth Sports

  • Cricket

  • Rugby Union

  • Shooting

  • American Football


B07 alison stay at home mum
B07 Alison “Stay at Home Mum”

  • “Bankable” Sports

  • Aerobics

  • Yoga

  • Horse Riding

  • Growth Sports

  • Pilates

  • Netball

  • Skiing

  • Trampolining

  • Body Pump

  • Rounders


B08 jackie middle england mums
B08 Jackie “Middle England Mums”

  • “Bankable” Sports

  • Aerobics

  • Growth Sports

  • Trampolining

  • Ice Skating

  • Rounders

  • Step Machine

  • Roller Blading


B09 kev pub league team mates
B09 Kev “Pub League Team Mates”

  • “Bankable” Sports

  • Football (indoors and outdoors)

  • Fishing

  • Weight Training

  • Growth Sports

  • Snooker

  • Darts

  • Weight Lifting

  • Pool

  • Fishing Sea


B10 paula single stretched mum
B10 Paula “Single Stretched Mum”

  • “Bankable” Sports

  • Aerobics

  • Keep Fit

  • Growth Sports

  • Trampolining

  • Ice Skating

  • Step Machine

  • Rounders

  • Roller Blading

  • Skipping


C11 philip comfortable mid life males
C11 Philip “Comfortable Mid Life Males”

  • “Bankable” Sports

  • Golf

  • Football (indoors and outdoors)

  • Squash

  • Growth Sports

  • Cricket


C12 elaine empty nest career ladies
C12 Elaine “Empty Nest Career Ladies”

  • “Bankable” Sports

  • Yoga

  • Aerobics

  • Pilates

  • Horse Riding

  • Growth Sports

  • Dance Exercise

  • Body Pump

  • Step Machine


C13 roger and joy early retirement couples
C13 Roger and Joy “Early Retirement Couples”

  • “Bankable” Sports

  • Golf

  • Yoga

  • Keep Fit

  • Growth Sports

  • Pilates

  • Bowls

  • Aqua Fit

  • Tai Chi

  • Sailing – Dingy

  • Skittles

  • Shooting – clay pigeon


C14 brenda older working ladies
C14 Brenda “Older Working Ladies”

  • “Bankable” Sports

  • Keep Fit

  • Aerobics

  • Growth Sports

  • Dance Exercise

  • Step Machine

  • Health and Fitness

  • Skipping


C15 terry local old boys
C15 – Terry “Local “Old Boys”

  • “Bankable” Sports

  • Fishing

  • Weight Training

  • Snooker

  • Darts

  • Growth Sports

  • Pool

  • Fishing – sea

  • Weightlifting

  • Shooting

  • American Football


C16 norma later life ladies
C16 Norma “Later Life Ladies”

  • “Bankable” Sports

  • Keep Fit

  • Aqua Fit

  • Darts

  • Growth Sports

  • Dance Exercise

  • Tai chi

  • Step machine

  • Skipping


D17 ralph and phyllis comfortable retired couples
D17 Ralph and Phyllis “Comfortable Retired Couples”

  • “Bankable” Sports

  • Golf

  • Bowls

  • Keep Fit

  • Tennis

  • Growth Sports

  • Shooting


D18 frank twilight gents
D18 Frank – “Twilight Gents”

  • “Bankable” Sports

  • Golf

  • Bowls

  • Snooker

  • Fishing

  • Growth Sports

  • Pool


D19 elsie and arnold retirement home singles
D19 Elsie and Arnold “Retirement Home Singles”

  • “Bankable” Sports

  • Bowls

  • Keep Fit

  • Yoga

  • Aerobics

  • Growth Sports

  • Aqua Fit

  • Tai Chi

  • Dance Exercise


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