Market Segmentation - Adults

The Market Segmentation Study provides key insights regarding how participation in sport among the Australian adult population (aged 14-65) is affected by:

• sport delivery that focuses on competition rather than fun and enjoyment;
• a lack of flexibility around the scheduling of sport in traditional sporting clubs;
• organising individuals and teams according to talent rather than retaining friendship groups;
• limited opportunities for people with limited sports competency to join sporting clubs; and
• self-consciousness amongst adolescents and embarrassment because of their lack of sporting ability.