Bringing sporting consumers into focus

Sports organisations have received a boost in their bid to get more people playing sport, thanks to a new online tool from Sport England. The interactive tool will help them to know more about their potential customers so they can offer the right sport in the right place, targeted in the right way.

Sports organisations have received a boost in their bid to get more people playing sport, thanks to a new online tool from Sport England. The interactive tool will help them to know more about their potential customers so they can offer the right sport in the right place, targeted in the right way.

In just a few clicks, sports clubs, governing bodies, councils and other providers can find out which sports local people are likely to play – or would consider playing.

The innovative tool brings together Sport England’s insight and research on sports participation, with the wealth of information held by Experian and the mapping excellence of Ordnance Survey.

Free and easy to use, Sport England’s Sports Market Segments web tool will help sports groups to explore and map people's likely sporting habits within a particular street, community, local authority or region.[1]

Sport England’s Chair, Richard Lewis, said: “People are at the heart of everything we do, so the more we understand their needs, the more we can do to give them the sport they want, in the way they want it.

“We believe this simple online tool will help local clubs to get more people playing sport by ensuring they’re creating the right sporting opportunities for people in their communities.”

Making a difference

One of the sports organisations already putting the tool to good effect is Hertsmere Leisure in Hertfordshire. It has used it to design and target a membership drive in the catchment areas of five of its centres.

Mailshots were only sent to non-member addresses of residents who ‘looked like’ Chloe, Alison and Phillip. Each group received a different mailshot, based on their Sport England profiles; some promoting family-related services, others group exercise. The result was over 200 new members in just a few weeks.

Jude Lewis, from Hertsmere Leisure, said: “We were able to track the results exactly, and as a result of this campaign membership has significantly increased, with a return on the investment in this campaign in excess of 300%. We’re thrilled to have so many new members and are now planning another campaign using a similar methodology in January.”

Which sporting personality type are you?

The tool is based on 19 sporting personality types developed by Sport England to help us understand attitudes to sport and motivations for doing it (or not).

For example, Leanne is a ‘supportive single’ – she is the least active grouping amongst 18- to 25-year-olds. She is likely to be single, living in rented accommodation and is very likely to have children. We now also know what motivates her, what brands she aspires to, how we can overcome things that stop her taking part in sport and how to get her involved in sports she likes - such as going to the gym and keep-fit. From this we can work out which sporting activities are likely to engage Leanne.

The other sporting personality types are:

• Ben, a ‘competitive male urbanite’ – he’s a recent graduate, with a ‘work-hard, play-hard’ attitude. He plays more sport than most.
• Jamie, a ‘sports team lad’ – a young bloke who enjoys football, pints and pool.
• Chloe, a ‘fitness class friend’ – she is young and image-conscious and likes to keep fit and trim. There really aren’t enough hours in the day for all the sport she’d like to do.
• Helena, a ‘career-focussed female’ – a single, professional woman, enjoying life in the fast lane. If the boxercise classes were a little later in the evening, she’d fit more in.
• Tim, a ‘settling down male’ – a sporty professional man, who’s likely to be buying a house and settling down with a partner.
• Alison, a ‘stay at home mum’ – she has a comfortable, but busy, lifestyle. She’s reasonably active.
• Jackie, a ‘middle England mum’ – a woman who is juggling work, family and finance. She’d do more sport if she could get help with childcare.
• Kev, a ‘pub league team mate’ – he enjoys pub league games and watching live sport.
• Paula, a ‘stretched single mum’ – she’s facing financial pressures, childcare issues and has little time for leisure activities.
• Philip, a ‘comfortable mid-life male’ – this mid-life professional is sporty, has older children and more time for himself than he used to
• Elaine, an ‘empty nest career woman’ – she is a mid-life professional, who has more time for herself since her children left home. She goes swimming once a week.
• Roger & Joy are an ‘early retirement couple’ – who are nearing the end of their careers and like to do some sport, as long as it’s not too full-on.
• Brenda, an ‘older working woman’ – she is middle aged and is working to make ends meet. She’s too tired most nights to go out and do sport.
• Terry, a ‘local old boy’ – he is generally inactive, has a low income and has made little provision for retirement.
• Norma, a ‘later life lady’ – she is recently retired, with a basic income to enjoy her lifestyle. If she had someone to play sport with, that would make all the difference
• Ralph & Phyllis, a ‘comfortable retired couple’ – this retired couple, enjoys an active and comfortable lifestyle. If they could encourage more of their friends to come along, they’d do more.
• Frank, a ‘twilight year gent’ – he is a retired man with some pension provision and limited sporting opportunities.
• Elsie & Arnold are ‘retirement home singles’ – these retired singles or widowers are predominantly female and tend to live in sheltered accommodation. They are the least active group in the population, but may enjoy a gentle game of bowls.

Notes to Editors

The web tool is at www.sportengland.org/segments

Whether you’re from a governing body or sports club, a local council or a CSP, you can find some quick guides to using the new web tool on our website.

Additional quote:

County sports partnerships have welcomed the tool. Kerry Stewart from Merseyside Sports Partnership, said:
“We have used the sports market segmentation data extensively to support the development of our strategies and engagement with partners. Moving forward, with resources becoming scarce, there is an even greater need to understand our customers’ wants and needs and ensure we meet their expectations. We welcome the development of this web tool as it will enable clubs, facility operators and anyone involved in sport to get a real feel for the markets they are working with.”

Sport England is focused on the delivery of a mass participation legacy from the 2012 Olympic and Paralympic Games. We invest National Lottery and Exchequer funding in organisations and projects that will grow and sustain participation in grassroots sport and create opportunities for people to excel at their chosen sport.

For more information please contact the press office: Peter Dickinson on 020 7273 1800 or Andrew St Ledger on 020 7273 1593.

[1] The tool shows estimated participation levels in areas smaller than local authorities – these estimates of participation are based on each segment’s propensity to play sport, combined with our estimate of the number of each segment within a certain geographical area. As this is a modelled dataset, the results are indicative only and should not be used in place of Active People results.