Appendix 2: Table of Sport England Market Segments
Name |
Segment |
Description |
Age range |
% of England population |
% of Maidstone adult population |
Ben |
Competitive Male Urbanites |
Male, recent graduate, with a ‘work-hard, play hard’ attitude |
18-25 |
5% of all adults 10% of adult men |
5.9% |
Jamie |
Sports Team Lads |
Young blokes enjoying Football, Pints and Pool |
18-25 |
5% of all adults 11% of adult men |
3.3% |
Chloe |
Fitness class friends |
Young image-conscious females keeping fit and trim |
18-25 |
5% of all adults 9% of adult women |
6.3% |
Leanne |
Supportive Singles |
Young busy mums and their supportive college mates |
18-25 |
4% of all adults 8% of adult women |
2.6% |
Helena |
Career-Focussed Females |
Single professional women, enjoying life in the fast lane |
26-45 |
5% of all adults 9% of all adults |
5.1% |
Tim |
Settling Down Males |
Sports male professionals, buying a house and settling down with a partner |
26-45 |
9% of all adults 18% of adult men |
13.0% |
Alison |
Stay at Home Mums |
Mums with a comfortable, but busy, lifestyle |
36-45 |
4% of all adults 9% of all women |
7.5% |
Jackie |
Middle England Mums |
Mums juggling work, family and finance |
36-45 |
5% of all adults 10% of all women |
4.5% |
Kev |
Pub league Team Mates |
Blokes who enjoy pub league games and watching live sport |
36-45 |
6% of all adults 12% of adult men |
3.2% |
Paula |
Stretched Single Mums |
Single mums with financial pressures, childcare issues and little time for pleasure |
26-45 |
4% of all adults 7% of adult women |
2.7% |
Phillip |
Comfortable Mid-Life Males |
Mid-life professional, sports males with older children and more time for themselves |
46-55 |
9% of all adults 18% of adult men |
10.1% |
Elaine |
Empty Nest Career Ladies |
Mid-life professionals who have more time for themselves since their children left home |
46-55 |
6% of adults 12% of adult women |
7.1% |
Roger and Joy |
Early Retirement Couples |
Free-Time couples nearing the end of their careers |
56-65 |
7% of all adults 6% of adult women 8% of adult men |
8.1% |
Brenda |
Older Working Women |
Middle ages ladies, working to make ends meet |
46-65 |
5% of all adults 10% of adult women |
2.3% |
Terry |
Local Old Boys |
Generally inactive older men, low income and little provision for retirement |
56-65 |
4% of all adults 8% of adult men |
2.1% |
Norma |
Later Life Ladies |
Older ladies, recently retired, with a basic income to enjoy their lifestyles |
56-65 |
2% of all adults 4% of adult women |
1.1% |
Ralph and Phyllis |
Comfortable Retired Couples |
Retired couples, enjoying active and comfortable lifestyles |
66+ |
4% of all adults 5% of adult men 4% of adult women |
5.9% |
Frank |
Twilight Year Gents |
Retired men with some pension provision and limited sporting opportunities |
66+ |
4% of adults 8% of adult men |
3.0% |
Elsie & Arnold |
Retirement Home Singles |
Retired singles or widowers, predominantly female, living in sheltered accommodation |
66+ |
8% of all adults 2% of all adult men 14% of adult women |
6.3% |