Marketing your club or training centre 

Whilst we all know that sailing and windsurfing are both fantastic sports, how to we keep sailors coming back for more?

We all know that sailing and windsurfing are great sports and that we want to encourage more people to sail and to sail more often. But do you ever ask yourself the following

Why do we only fill a handful of adult courses each year?

How do we identify who are potential customers/members are?

How can we communicate with our potential customers/members?

How can we give them a sailing experience that they want, and that encourages them to come back?

Sport England with the RYA Sport Development Team believes that we can help answer some of these questions through market segmentation.

Market segmentation is a powerful way of analysing the population (England) that allows those working in community sport to better understand who their different customer types are and where they are located. The segmentation process groups the adult population(18 years plus) into nineteen distinct sporting ‘segments’ and provides an insight into their sporting behaviours and preferences for each of these segments, as well as the motivations and barriers to playing sport, satisfaction with the sporting experiences, and the best ways to contact and market to these people within each segment.

We have produced resources that are designed to take Sport England’s research and put it into bit size chunks that can help your sailing/windsurfing club or centre -

• Identify who your potential customers/members are
• Suggested ways of communicating with them
• Giving them the sailing experience that they want, and that encourages them to come back

We hope that you will find this resource of benefit in developing regular sailing participation at your club and/or centre. Please note that this project is funded by Sport England, however home countries will still find some of the resources of benefit. For further information please go to www.rya.org.uk/go/KYC