Market Segmentation 1 - An overview

What is Market Segmentation?

Market segmentation is the process of defining and dividing a large market of potential consumers into clearly identifiable segments, identified as having similar needs, wants, or characteristics.  

Its objective is to allow products and services to be designed in a way that will precisely match the expectations of customers in the targeted segment. 

How can Market Segmentation be used in Sport?

Using a number of free tools, market segmentation can help sports clubs and organisations understand more about the individual sporting habits and preferences of individuals, so that sports facilities and activities can be planned and targeted more effectively. 

What Market Segmentation tools are available to sports organisations?  

The 19 Sporting Segments

Sport England have developed "19 Sporting Segments", a series of profiles that allow sports organisations to understand the relationships that individuals have with sport, the motivations for taking part and the barriers that may prevent participation, allowing us to offer the right sport, in the right place, targeted in the right way.  To learn more about the 19 Sporting Segments, click here.

The Market Segmentation Web Tool

Sport England have developed a free-to-use interactive web tool, which enables sports organisations to carry out a market segmentation analysis of their local area.  

Building on the "19 sporting segments", it is possible to find out what people's sporting habits are in a particular street, community, local authority or region.  The simple and intuitive website presents downloadable results in map, chart and table form. 

To learn more about the Market Segmentation Web Tool click here