Market Segmentation 2: The 19 Sporting Segments

The 19 Sporting Segments

To help us understand more about sports participation, Sport England has developed 19 different “sporting segments”, a series of profiles that allow sports organisations to understand the relationships that individuals have with sport. 

The profiles are based on research gathered through Sport England's Active People Survey and The Department of Culture, Media and Sport's Taking Part Survey, combined with a range of Experian sourced socio-demographic data. 

The 19 segments allow us to understand the motivations for taking part in sport and the barriers that may prevent participation, so that sports organisations can ensure they offer the right sport, in the right place, targeted in the right way.

Each of the segments are built on demographic data identified as impacting on sports participation and are defined by key life stage and lifestyle identifiers such as age, affluence, marital status and parental obligations.  Information on brand orientation, health statistics and marketing communication preferences provide a fully rounded picture of each segment.

There are 19 market segmentation profiles, divided into 4 super groups based on age:

Super group A: 18-24 year old age group

Super group B: 25-45 age groups

Super group C: 45-65 age groups

Super group D: 65+ age groups

A very brief description of each segment has been included below.  The full 'pen portrait' of each segment can be found here

A01 Ben, a ‘competitive male urbanite’ – he’s a recent graduate, with a ‘work-hard, play-hard’ attitude. He plays more sport than most

A02 Jamie, a ‘sports team lad’ – a young bloke who enjoys football, pints and pool 

A03 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  

A04 Leanne, 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  

B05 Helena, a ‘career-focused 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

B06 Tim, a ‘settling down male’ – a sporty professional man, who’s likely to be buying a house and settling down with a partner 

B07 Alison, a ‘stay at home mum’ – she has a comfortable, but busy, lifestyle. She’s reasonably active 

B08 Jackie, a ‘middle England mum’ –she juggles work, family and finance. She’d do more sport if she could get help with childcare 

B09 Kev, a ‘pub league team mate’ – he enjoys pub league games and watching live sport 

B10 Paula, a ‘stretched single mum’ – she’s facing financial pressures, childcare issues and has little time for leisure activities  

C11 Philip, a ‘comfortable mid-life male’–he's a sporty mid-life professional with older children and more time for himself than before

C12 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

C13 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  

C14 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  

C15 Terry, a ‘local old boy’ – he is generally inactive, has a low income and has made little provision for retirement 

C16 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  

D17 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  

D18 Frank, a ‘twilight year gent’ – he is a retired man with some pension provision and limited sporting opportunities 

D19 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

click here to find out how you can use market segmentation to develop your sports organisation, with a free and simple online tool

Resource Links

The 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