Stoke-on-trent sport and physical activity strategy 2009-2016

52. More detail about the main sporting interests of the market segmentationgroups appearing in Figures 11 and 12 is provided in the table below. Thisinformation is based on Sport England research. Similar details for all 19segment types and are provided in Appendix 6.MarketSegmentType ofpersonSports/activities most attractive to thisgroupRelatively large numbers of these market segment groups existacross the City and also dominate specific geographical areas.These groups therefore appear both on the map (Figure 12) and inthe pie chart (Figure 11)2 Sports TeamDrinkers9 Pub LeagueTeam Mates11 ComfortableMid-Life Males19 RetirementHome SinglesFootball, Martial Arts, Boxing, Basketball,Weight Training, BadmintonFootball, Karate, Weight Training, Boxing,Tenpin Bowling, Darts, Snooker, Fishing,Pool, CricketSailing, Football, Badminton, Cycling, Gym,Jogging, Golf, CricketWalking, Dancing, Bowls, Low-impactexercisesThis Segment is spread across much of <strong>Stoke</strong>-on-Trent, but doesnot dominate any one area, therefore it appears in the Figure 12 piechart, but not on the map (Figure 11)14 Older WorkingWomenSwimming, Utility Walking, DanceExercise, Aerobics, Step machine, Keep fit.This market segment dominates a single area of <strong>Stoke</strong>-on-Trent, butrepresents only a relatively small percentage of the population as awhole. Therefore appears on the dominant market segment map(Figure 12), but not in the pie chart for the population as a whole(Figure 11)6 Settling Down Skiing, Golf, Cricket, FootballMalesNortoft Partnerships Ltd <strong>Stoke</strong>-on-Trent Page | 24Sport & Physical Activity Strategy 2009 – 2016October 2009