Market Segmentation

This page provides examples of how the Sport England Sports Market Segments data is currently being applied to help drive the design and delivery of local sport. We present your case studies and examples here, to share lessons and best practice with others, show where the segmentation has helped your work and offer ideas that others can adopt.

To submit a case study, please download the template, fill it in and send it to Sport England at the following address: activeliveshelp@sportengland.org. You can also use this email address to send us any other material that you would like to share, for instance examples of marketing material or flyers based on the segmentation data.

• Preston Sports Centre, Yeovil: 75% growth in users

  Submitted by: Matt Harras, 1610 Leisure Trust

  Using the segmentation tool, the sports centre highlighted a number of gaps in the market and more importantly that the centre’s programme didn’t match that of the dominant groups preferences.

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• Reactivate Bucks campaign engages 15,000 participants

  Submitted by: Chris Gregory, Bucks & Milton Keynes Sports Partnership

  Bucks and Milton Keynes Sports Partnership used segmentation to develop tailored marketing campaigns for the 'Reactivate Bucks' initiative

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• North East Derbyshire District Council

  Submitted by: Mike Blythe, North East Derbyshire District Council

  Using Sport England's segmentation data to better understand their market, North East Derbyshire District Council boosted leisure attendances, and achieved extra income to help bring their subsidy of leisure facilities to sustainable levels

  Download Case Study

  
• Using market segmentation to help promote the FA’s ‘Just Play’ initiative

  Submitted by: Graeme Sinnott, Leicester-Shire & Rutland Sport

  Market segmentation helped to attract 18-20 weekly participants to the North West Leicestershire ‘Just Play’ centre, through effective marketing of the initiative

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• Market Segmentation helped Hertsmere Leisure unlock 250 new members and £40k annual income

  Submitted by: Jude Lewis, Managing Director Hertsmere Leisure

  Hertsmere Leisure Trust used the Sport England Market Segments to define and target a bespoke mailshot, with different messages for different segments. The study demonstrates: - Market segmentation data can be used in combination with user databases to generate bespoke marketing materials and increase membership take up. - Innovative approach, delivering key marketing messages to target audiences - Maximising impact of marketing budgets by targeting to audiences

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Sport England does not accept responsibility for the content within these case studies which have been provided by users and partners. Inclusion of a case study does not equate to a Sport England endorsement of any of the projects or companies mentioned in it.

When you submit

By submitting your case study you indicate that you are the owner of this material or have obtained relevant permissions to share it on the website. You also indicate that you are happy for Sport England to edit your case study (although we will contact you if we want to make significant changes), and for us to share it via this website for other parties to print and download. There is no need to provide a fully formatted document as Sport England will do this before making your case study live.