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%