Junior sport

To ensure sport is attractive to young people, clubs and organisations must fully understand why young people participate in, and drop out of sport.

This resource provides some simple guidelines for making sport more youth-friendly, as well as showcasing initiatives that have successfully addressed youth participation.

In 2013 the Australian Sports Commission released a report Children: Market Segmentation for Sport Participation.

The market segmentation study provided key insights outlining how the sport sector can influence motivations and behaviours that children have towards sport and physical activity.

These include:

• Providing sport delivery that focuses on fun and enjoyment rather than competition.
• Providing products and services that are inclusive, promote equal treatment, and focus on fun and participation regardless of skill level and ability.
• Providing a variety of pricing packages and different types of membership that allow for flexibility of attendance and time commitment.
• Identifying the potential for growth opportunities with regards to sport club membership by understanding the needs of different segments and the products they may be attracted to.