Sport England commissioned Experian Business Strategies to create a segmentation model. Using Active People data, the Taking Part Survey data and other external data sources, they created 19 distinct 'sporting' segments. The segments will help us better understand our market and the barriers and motivations relating to participation in sport and pysical activity among different types of people.
Information on the segments is contained within Pen Portraits which detail the likely characteristics of each segment. Regional case studies have been worked on throughout Aug/Sep 2007 which illustrates how the segmentation data can be used and applied by those who aim to increase participation in sports and physical activity, in a practical way.
The segmentation model and all supporting information is available on the Sport England website, which you can access through the link below.
Sport England research website.
Sport England have also produced an online tool for accessing and analysing the Market Segmentation data. The tool is fairly simple to use and allows users to view the data as maps, charts etc.
The tool can be accessed through the link below.