Evening Activity

Take a look at how Wimbledon Park Watersports Centre increased their participation by targeting a specific local audience

Wimbledon Park Watersports Centre offers a range of activities for the whole community. The centre is run by Merton Council in London.

Using Sport England market segmentation, the club identified a strong presence of 18yr – 45yr old men within the local area.   As a result, the centre established a club aimed specifically at adults wanting to get active and afloat in the summer evening.

The club offers:

  • Thursday evening sessions over a ten-week period. Times 6.30pm - 8pm
  • Flexible arrival time for session
  • Range of boats available. Single hander dinghies (Pico’s, Toppers), double handers (Wayfarer, L2000) and Access 303.
  • Group go for a curry at the end of the session (something the staff would do and then invite others to join – eight or so people would join this meal)

Outcome of the session:

  • The weekly session became popular very quickly.By the final session sixty new individual sailors were registered.
  • An average of twenty sailors attended the weekly sessions each Thursday.
  • The sailors were a mix of male and female.

Follow on:

  • Linked to Saturday sailing session and the planned winter racing series
  • Encouraged to undertake training courses

Cost of sessions

  • Annual membership for the Centre £50
  • Members session fee £5
  • Non–members session fee £10


May through summer period, Thursday evenings 6.30 – 8pm