Sport England Segments
NEW: Market Segmentation Web Tool
Sport England has developed an online tool where you can:
- Find out more about Segments and answer questions such as 'what is the dominant segment in my local authority area' or 'which segment lives within the catchment of my sports centre' or 'where can I find Leanne?'
- Explore a particular Sport and answer questions such as 'which segments are more likely to play my sport' or 'which segments play team sports' or 'in this area, where are the people located who are more likely to play tennis?'
- Investigate further Characteristics about the segments and answer questions such as 'where are people located who would like to play sport to lose weight?'
An Introduction to Sport England Market Segmentation
This Powerpoint presentation provides an introduction to the background and uses of Sport England's Market Segmentation.
Understanding the sporting market segments
This document provides a brief overview of the Sport England Market Segments.
The pen portraits below are a great way to familiarise yourself with the characteristics of each of the nineteen segments, they should be viewed as the starting point to investigating the segments in further detail.
Segment 1: Ben - Competitive Male Urbanite
Segment 2: Jamie - Sports Team Drinkers
Segment 3: Chloe - Fitness Class Friends
Segment 4: Leanne - Supportive Singles
Segment 5: Helena - Career Focused Females
Segment 6: Tim - Settling Down Males
Segment 7: Alison - Stay at Home Mums
Segment 8: Jackie - Middle England Mums
Segment 9: Kev - Pub League Team Mates
Segment 10: Paula - Stretched Single Mums
Segment 11: Philip - Comfortable Midlife Males
Segment 12: Elaine - Empty Nest Careers Ladies
Segment 13: Roger & Joy - Early Retirement Couples
Segment 14: Brenda - Older Working Women
Segment 15: Terry - Local Old Boys
Segment 16: Norma - Later Life Ladies
Segment 17: Ralph & Phyllis - Comfortable Retired Couples
Segment 18: Frank - Twilight Year Gents
Segment 19: Elsie & Arnold - Retirement Home Singles
The national maps below show the distribution of the 19 segments across England.
Segment 2: Jamie - National Map
Segment 3: Chloe - National Map
Segment 4: Leanne - National Map
Segment 5: Helena - National Map
Segment 7: Alison - National Map
Segment 8: Jackie - National Map
Segment 10: Paula - National Map
Segement 11: Philip - National Map
Segment 12: Elaine - National Map
Segment 13: Roger & Joy - National Map
Segment 14: Brenda - National Map
Segment 15: Terry - National Map
Segment 16: Norma - National Map
Segment 17: Ralph & Phyllis - National Map
Segment 18: Frank - National Map
Segment 19: Elsie & Arnold - National Map
Sport England has also produced market segment profiles for Local Authority areas (former County Durham districts). These show the proportion of each segment in each local authority and CSP compared to the national and regional picture.
Chester-le-Street - Segment Profile
Sport England Market Segments Population Index Table
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when you require more detail than is shown in the pen portraits.
Sport England Market Segments Colour Coded Population Index Table
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when you require more detail than is shown in the pen portraits.
Sport England Market Segments Supergroup Index Tables
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when you require more detail than is shown in the pen portraits.
Sport England Market Segments Absolute Values Index Table
The index tables provide more comprehensive detail on the characteristics of the nineteen segments and should be consulted when you require more detail than is shown in the pen portraits.
Market Segments and Sports Participation
This presentation looks at participation rates in various sports based on the 19 market segments.
How can I use the segments?
This presentation looks at how to interpret the segments and its practical uses within decision making, investment and delivery.