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Market Segmentation

The Australian Sports Commission has launched Market Segmentation for Parents research.

This research explores parents' attitudes and behaviours towards sport and sport clubs.

It gives a better understanding of the decision making process that parents go through when selecting sporting activities or involvement in sport clubs for their children. In reality, the decision to play sport is influenced by both the parent and child by varying degrees, and this study helps to unpack how this is played out.

This research will help organisations refine strategies to recruit and retain children in sport and sport clubs and ensure our sporting landscape remains strong.

Find out more information.

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Did you know?

Australia's most successful Olympic event is the Men's 1500m Freestyle.

Quick numbers

233 thousand people have so far completed the ASC online coaching course.
35 thousand kilometres were swum by Petria Thomas while at the AIS.
38 thousand people have so far completed the ASC online officiating course.
0.5 million people visit the AIS each year.