Understanding Your Target Market

It is important that you understand your target market to grow your club. You need to think about the age groups or communities that you want to attract. You also need to consider whether people are interested in your sport as well as what motivates them.

To make your club more attractive to your target market it is important to understand the barriers that will prevent people from participating in sport including:

  • Lack of time
  • Family commitments
  • Transport
  • Finance

Understanding these barriers will help provide a more positive experience to your volunteers and members.

Sport England’s Market segmentation toolkit  helps us understand people’s attitudes to sport, their motivations, and barriers. You can use this tool to identify who may be interested in playing sport in your local area, so you can plan how to recruit them to your club.