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					Market segments and sports
participation


                             Research
                             Team

                             Sport
                             England
The Four Big Hitters

• The following sports appear in the top ten sports for all
  nineteen segments:
       •   Recreational walking
       •   Recreational cycling
       •   Gym
       •   Swimming
On their way there……

• A second tier of sports which appear in the top ten for
  the majority of segments

          • Badminton (17 segments)
          • Yoga (12)
          • Golf (11)
          • Aerobics (10)
          • Tennis (10)
          • Road Running (10)
How we got here …………

• “Bankable” sports – In the top ten absolute and also in
  the top ten by population or supergroup index
• Growth sports – are not in the top ten absolute sports
  but are in both the population or supergroup index
• Refers to all sports regardless of intensity
• Given in absolute size order
A01 Ben “Competitive Male Urbanite”

              “Bankable” Sports
              • Football (indoors and outdoors)
              • Golf

              Growth Sports
              • Cricket
              • Rugby Union
              • Rugby League
              • Skateboarding
              • American Football
A02 “Jamie Sports Team Drinkers”

              “Bankable” Sports
              • Football (indoors and outdoors)

              Growth Sports
              • Weight Lifting
              • Pool
A03 Chole “Fitness Class Friends”

               “Bankable” Sports
               • Aerobics
               • Horse Riding
               • Yoga

               Growth Sports
               • Netball
               • Trampolining
A04 Leanne “Supportive Singles”

              “Bankable” Sports
              • Aerobics

              Growth Sports
              • Dance Exercise
              • Netball
              • Body Combat
              • Ice Skating
              • Rounders
              • Gymnastics
B05 Helena “Career Focused Females”

                “Bankable” Sports
                • Aerobics
                • Yoga
                • Horse Riding

                Growth Sports
                • Pilates

                • Netball
                • Hockey Field
                • Body Pump
B06 Tim “Settling Down Males”

              “Bankable” Sports
              • Football (indoors and outdoors)
              • Golf
              • Squash

              Growth Sports
              • Cricket

              • Rugby Union
              • Shooting
              • American Football
B07 Alison “Stay at Home Mum”

              “Bankable” Sports
              • Aerobics
              • Yoga
              • Horse Riding

              Growth Sports
              • Pilates
              • Netball
              • Skiing
              • Trampolining
              • Body Pump
              • Rounders
B08 Jackie “Middle England Mums”

            “Bankable” Sports
            • Aerobics

            Growth Sports
            • Trampolining

            • Ice Skating
            • Rounders
            • Step Machine
            • Roller Blading
B09 Kev “Pub League Team Mates”

            “Bankable” Sports
            • Football (indoors and outdoors)
            • Fishing
            • Weight Training

            Growth Sports
            • Snooker
            • Darts
            • Weight Lifting
            • Pool
            • Fishing Sea
B10 Paula “Single Stretched Mum”

             “Bankable” Sports
             • Aerobics

             • Keep Fit

             Growth Sports
             • Trampolining
             • Ice Skating
             • Step Machine
             • Rounders
             • Roller Blading
             • Skipping
C11 Philip “Comfortable Mid Life Males”

               “Bankable” Sports
               • Golf
               • Football (indoors and outdoors)
               • Squash

               Growth Sports
               • Cricket
C12 Elaine “Empty Nest Career Ladies”

               “Bankable” Sports
               • Yoga

               • Aerobics
               • Pilates
               • Horse Riding

               Growth Sports
               • Dance Exercise

               • Body Pump
               • Step Machine
C13 Roger and Joy “Early Retirement
Couples”
            “Bankable” Sports
            • Golf
            • Yoga
            • Keep Fit

            Growth Sports
            • Pilates
            • Bowls
            • Aqua Fit
            • Tai Chi
            • Sailing – Dingy
            • Skittles
            • Shooting – clay pigeon
C14 Brenda “Older Working Ladies”

            “Bankable” Sports
            • Keep Fit

            • Aerobics

            Growth Sports
            • Dance Exercise

            • Step Machine
            • Health and Fitness
            • Skipping
C15 – Terry “Local “Old Boys”
               “Bankable” Sports
               • Fishing
               • Weight Training
               • Snooker
               • Darts

               Growth Sports
               • Pool
               • Fishing – sea
               • Weightlifting
               • Shooting

               • American Football
C16 Norma “Later Life Ladies”

               “Bankable” Sports
               • Keep Fit
               • Aqua Fit
               • Darts

               Growth Sports
               • Dance Exercise
               • Tai chi
               • Step machine

               • Skipping
D17 Ralph and Phyllis “Comfortable
Retired Couples”

                 “Bankable” Sports
                 • Golf
                 • Bowls
                 • Keep Fit
                 • Tennis

                 Growth Sports
                 • Shooting
D18 Frank – “Twilight Gents”

               “Bankable” Sports
               • Golf
               • Bowls
               • Snooker
               • Fishing

               Growth Sports
               • Pool
D19 Elsie and Arnold “Retirement Home
Singles”

             “Bankable” Sports
             • Bowls
             • Keep Fit
             • Yoga
             • Aerobics

             Growth Sports
             • Aqua Fit
             • Tai Chi
             • Dance Exercise

				
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