outdoors-participation-report-v2

Predominantly young people who are motivated to take part
in alternative freestyle sports for the lifestyle and culture
that’s associated with it. Activities are perceived as ‘cool’ and
play a role in defining who they are and their
lifestyle. Music and fashion are fundamental
elements of this lifestyle choice.
(This segment has been informed by desk based research only)
4%
of Active
Outdoors
Market
33%
of Active
Outdoors
Market
Who:
• Highest Predominantly proportion male of participants female participants 16-24 years in this segment compared to the other segments
Predominantly aged 35-54 years
• In recent years there has been a growth in participation amongst older aged men, women
• in and Along participation girls with Fitness amongst in Nature, older segment aged men, with the smallest proportion of individuals under
women 24 yearsand girls
• Participation is more likely than other section to be across socio-economic groups,
Relatively even split of those with and without children under 18.
• including Participation the is most more socially likely than disadvantaged other
section to be across socio-economic groups,
• More likely to include those who have turned their back on traditional school-based and
including the most socially disadvantaged
institutional sport practices.
• More likely to include those who have
turned their back on traditional
school-based and institutional
Why: sport practices.
• Social engagement and spending time with friends is important to this segment
• Participation is a way of life: self-expression and self – identity through association with
the activity is as important as participation in the activity. The clothing, music, brands etc.
define who they are
• Motivated by the culture and ethos of ‘freestyle activities’ that allow for freedom of
expression and are more inclusive, anticompetitive and less rule-bound than most
traditional sports
• Attracted to managed risk-taking.
Where:
25% Weekly
23% Monthly
• More likely than other segments to participate in urban environments and in spaces
42% Every few months
outside of the traditional forms of provision such as schools, clubs and leisure centres
• Likely to compete at lifestyle events such as Wakestock.
10% Once per year/few years
When:
• Likely to participate throughout the year
• As participation is part of their day to day lifestyle they are likely to participate on a
regular basis.
Social Explorer 27%
Lone Explorer 12%
Family Explorer 61%
What:
• Wide range of mostly individualised activities, ranging from established sports such as
climbing, surfing and skateboarding, to new activities such as parkour, wakeboarding and
kite surfing
• Likely to participate in a range of activities across seasons that underpin the culture of
‘freestyle activities’, for example, likely to surf and snowboard
• Greater awareness via online content (e.g. YouTube, Facebook, Twitter).
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