What Are the Sport England Segments?
The Sport England market segmentation provides those working in community sport an insight into the sporting behaviours of the adult population (18+) by analysing data on their sporting habits and classifying them into 19 different groups known as segments. Each segment has distinct sporting behaviours and attitudes. This includes information on specific sports people take part in as well as why people do sport, whether they want to do sport and the barriers to doing more sport. In addition, the segments provide information on media consumption and communication channels, social capital, health indicators including obesity and engagement in the wider cultural sphere. The segments are therefore a powerful tool that can be used to help develop sport. Further information on how the segments where developed can be found on the Sport England website.
