Organisational Development - Grow Participation

Market Segmentation Study – Australian Sports Commission

In 2013 the Australian Sports Commission Released a study aimed at helping sports and club increase their participation numbers by adapting to the changing lifestyles of consumers.

The study confirmed that there has been a trend towards non-organised sport in the past decade. The study also identified 10 consumer segments that make up the Australian adult population. By using these segments, listed below, sport will be able to develop strategies to engage their particular target market.

  • Current club member segments — Loyalists, Socially Engaged, Sport Driven and Apathetic Clubbers
  • Non-club member segments — Sidelined Sportsters, Club Wary, Ponderers, Self Focused, Sport Indifferent and Sport Atheists.

Three of these were singled out as having the greatest potential to increase club membership:

  • Sidelined Sportsters — this group has a history of sports participation but to join a club again they require more flexibility.
  • Club Wary — this group is positive about sport but there are some reservations about clubs being ‘cliquey’ or ‘exclusive’.
  • Ponderers — this group is active but family take up much of their time. Clubs can be seen as a way to escape their daily routine; however they need to be convinced they can join without neglecting family commitments.

For more information on each of these segments visit the Australian Sports Commission’s website or view the video.

The Future of Australian Sport: Megatrends – Australian Sports Commission

In 2013 the CSIRO released a report, The Future of Australian Sport, which was commissioned by the Australian Sports Commission to identify the trends which are likely to shape sport in Australian over the next 30 years.

A megatrend is defined as a “major shift in environmental, social and economic conditions that will substantially alter the way people live.” The six megatrends identified were:

  • a perfect fit - personalised sport for health and fitness
  • from extreme to mainstream - the rise of lifestyle sports
  • more than sport - the attainment of health, community and overseas aid objectives via sport
  • everybody’s game – demographic, generational and cultural change
  • new wealth, new talent - economic growth and sports development in Asia
  • tracksuits to business suits – market pressures and new business models.

For more information on the Future of Australian Sport Report view the video below and visit the CSIRO website.

Sport Participation Structure Review – Vicsport Service

Vicsport undertake a full consultation process with a sports member and stakeholders utilising a combination of online surveys and workshops. This ensures a robust evidence base for strategy formulation. The project is overseen by a steering committee providing strategic direction and oversight to the project. Areas of consultation include:

Competition structure:

  • Does it provide for the needs of the existing membership base?
  • How does it assist in the sustainable growth of the sport?
  • Does it create barriers for new membership?
  • Does it meet the objectives of the Strategic plan?
  • What developments could occur to the structure to increase its attractiveness to existing and potential members?
  • Tailoring competition structures to suit participants- Men’s, Women’s, Juniors

Game format:

  • Are game times/days meeting the needs of members
  • Possible alternative game formats to cater to new participants (social formats etc)
  • Competition seasons
  • Length of competition
  • Grading

Vicsports work is referenced against leading industry research such as the ASC “Future of Sport” and ”Market Segmentation” reports. These research pieces are leading the way for sports to consider the changing nature of sport participation and trends impacting the delivery of sport.

On completion Vicsport provides:

  • A thorough assessment of competition structure and game format
  • Membership structure review
  • Review of sport participation trends and pathways
  • Consult with members and stakeholders to identify current and future needs of the sport
  • Recommendations for sport and pathway development

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