The concept of ensuring your club is inclusive and accessible is a complex topic. For a club to maintain its long term sustainability and grow its membership, it is very important for a club’s membership and activities to reflect the needs of its surrounding community.
Often when the concepts of inclusion and accessibility are raised thoughts turn to minority groups such as the Culturally and Linguistically Diverse (CALD) communities and disabled participants but clubs should consider a much broader definition when considering inclusion and accessibility.
Australian Sports Commission Research
The Australian Sports Commission (ASC) engaged research firm GfK Blue Moon to undertake comprehensive research, beyond the normal demographic variables to “to uncover, explore, establish and clearly articulate the different motivations, attitudes, needs and barriers that influence people’s decisions and behaviours in relation to sport and in particular, participation in club based sport.”
In May 2013, the ASC released its report titled “Market Segmentation for Sport Participation – Adults 14-65 years old”. Notwithstanding that it is 243 pages long, it is brilliant and provides a clear and relevant strategies for clubs wanting to increase their participation rates.
The following sections are the learning from the ASC “Market Segmentation for Sport Participation – Adults 14-65 years old”.
More Club Participation Information
a) Club Participation
c) Benefits of Club Membership
d) Barriers to Joining Sports Clubs
e) Understanding the ‘funneling’ effect of Sports Participation
f) Re-engaging past Club members
g) Strategies Clubs can use to Attract and Retain Members
h) Disability Inclusion