Recruitment
Using data and insights to target key market segments can be an effective strategy to attract new people to a sport. Segments include:Inactive
Design a welcoming experience and appropriate offer for people who may lack confidence and/or fitness to join a sport.
Learn moreInsufficiently active
Encourage people to join your sport by offering flexibility and fun experiences.
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Appeal to the active market by offering an alternative or additional sport or product choice.
Learn moreRetention
Understanding why people leave your sport can help address issues, barriers and reduce your participant churn. Consider the following:Dissatisfied
Seek feedback and be prepared to change products to improve the participant's experience.
Lapsed
Target lapsed members by addressing their reasons for dropout through your product offers.
Transition
Connecting participants from one product or experience to another can positively impact sustainable growth. Examples include:School to club
Encourage school participants to connect with community sport by offering fun, engaging and age appropriate sport.
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Develop a product suite that encourages participants to deepen the connection they have with the sport.
Life transition points
Design products to cater for the impact of major life events and transitions.
Learn moreChanging motivations
Understand that people's motivations are different and may even change at times eg learning, playing, competing, volunteering etc.
The opportunities above are key considerations in the 'Discover and Define the Problem' stage of the Design Approach.