Market Segmentation 3: Using Segmentation in your Sporting Organisation
How can I use Market Segmentation to develop my sports club / organisation?
Sport England has developed a Market Segmentation Web Tool to help sports clubs and organisations utilise the benefits of market segmentation within their area.
The free-to-use web tool is based around the 19 sporting segments developed by Sport England that allow us to understand the different relationships individuals have with sport, the motivations for taking part and the barriers that may prevent participation.
The Market Segmentation Web Tool allows this information to be explored geographically to provide local intelligence regarding sporting habits and preferences in your area:
The Market Segmentation Web Tool can be used to:
- Find out more about Segments and answer questions such as ‘what is the dominant segment in my local authority area’ or ‘which segment lives within the catchment of my sports centre’ or ‘where can I find Leanne?’
- Explore a particular Sport and answer questions such as ‘which segments are more likely to play my sport’ or ‘which segments play team sports’ or ‘in this area, where are the people located who are more likely to play tennis?’
- Investigate further Characteristics about the segments and answer questions such as ‘where are people located who would like to play sport to lose weight?’
The Market Segmentation Web Tool can be used to inform the planning of activity programmes, strategies and facility provision within your area. This can be of particular use when developing funding applications.
Further Information and Links
The free-to-use Sport England Market Segmentation Web Tool can be accessed directly by clicking here
More information about Market Segmentation can be found by clicking here
The Market Segmentation Pen Portraits for each segment can be found here (Please note: the individual pen portrait pdf documents are accessible by clicking on the “profile” link next to the segment thumbnail images)
North Yorkshire Sport Contact: Laura Tiemens (Information Officer) laura.tiemens@harrogate.gov.uk