Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport
Community sport is seen as a suitable setting for physical activity for different population groups. Older adults (aged 50+ years) are a rapidly growing population group. Physical activity is critical for healthy ageing, however sport participation rates for older adults are very low. The aim of thi...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-11-01
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| Series: | Frontiers in Sports and Active Living |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fspor.2021.772361/full |
| _version_ | 1818843812354588672 |
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| author | Claire Jenkin Jannique G. Z. van Uffelen Jannique G. Z. van Uffelen Grant O'Sullivan Jack Harvey Jack Harvey Rochelle M. Eime Rochelle M. Eime Hans Westerbeek |
| author_facet | Claire Jenkin Jannique G. Z. van Uffelen Jannique G. Z. van Uffelen Grant O'Sullivan Jack Harvey Jack Harvey Rochelle M. Eime Rochelle M. Eime Hans Westerbeek |
| author_sort | Claire Jenkin |
| collection | DOAJ |
| description | Community sport is seen as a suitable setting for physical activity for different population groups. Older adults (aged 50+ years) are a rapidly growing population group. Physical activity is critical for healthy ageing, however sport participation rates for older adults are very low. The aim of this study was to investigate how sporting organisations perceive sport for older adults. This cross-sectional study surveyed 171 representatives from Australian National and State Sporting Organisations. Descriptive statistics were used to summarise the results and the three sporting organisation categories' (high, medium, and low participation) responses were compared using non-parametric statistics. Contextualised in the perspective of organisational change, a framework for marketing to the ageing consumer was used to interpret the results. Older adults are not a high priority group for most sporting organisations, however the benefits of engaging older adults were recognised, particularly in context of increasing participation numbers. A lack of age-appropriate programmes was perceived to be a major barrier of engaging older adults. This lack of programmes stems from older adults being deemed as a less attractive segment than other age groups for sporting organisations. Modifications that sports felt they could make to attract and/or retain older adults included specific marketing and age appropriate opportunities. There was widespread consensus across sporting organisations, suggesting that perceptions of older adult sport participation were comparable across the sector, such as increasing participation numbers and engaging their older fan base. In the context of attracting, and retaining, older adults in sport clubs, it was concluded that most sporting organisations are not (yet) ready to build “age friendly” sporting environments. There is very limited literature on the organisational perspective of older adults and sport, meaning this study is unique in the field. Although sport policy encourages organisations to grow their participation, most organisations do not actively and strategically engage older adults. This research provides an understanding of why this untapped market is not a priority target and provides comprehensive insights for policy makers to better engage with this population group. |
| first_indexed | 2024-12-19T05:03:49Z |
| format | Article |
| id | doaj.art-3ec37b3ca0dc4ef78435ba7f3ed1a4b6 |
| institution | Directory Open Access Journal |
| issn | 2624-9367 |
| language | English |
| last_indexed | 2024-12-19T05:03:49Z |
| publishDate | 2021-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sports and Active Living |
| spelling | doaj.art-3ec37b3ca0dc4ef78435ba7f3ed1a4b62022-12-21T20:35:01ZengFrontiers Media S.A.Frontiers in Sports and Active Living2624-93672021-11-01310.3389/fspor.2021.772361772361Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in SportClaire Jenkin0Jannique G. Z. van Uffelen1Jannique G. Z. van Uffelen2Grant O'Sullivan3Jack Harvey4Jack Harvey5Rochelle M. Eime6Rochelle M. Eime7Hans Westerbeek8Institute of Sport, School of Life and Medical Sciences, University of Hertfordshire, Hatfield, United KingdomInstitute for Health and Sport, Victoria University, Melbourne, VIC, AustraliaPhysical Activity, Sports and Health Research Group, Department of Movement Sciences, KU Leuven - University of Leuven, Leuven, BelgiumInstitute for Health and Sport, Victoria University, Melbourne, VIC, AustraliaInstitute for Health and Sport, Victoria University, Melbourne, VIC, AustraliaSchool of Science, Psychology and Sport, Federation University, Ballarat, VIC, AustraliaInstitute for Health and Sport, Victoria University, Melbourne, VIC, AustraliaSchool of Science, Psychology and Sport, Federation University, Ballarat, VIC, AustraliaInstitute for Health and Sport, Victoria University, Melbourne, VIC, AustraliaCommunity sport is seen as a suitable setting for physical activity for different population groups. Older adults (aged 50+ years) are a rapidly growing population group. Physical activity is critical for healthy ageing, however sport participation rates for older adults are very low. The aim of this study was to investigate how sporting organisations perceive sport for older adults. This cross-sectional study surveyed 171 representatives from Australian National and State Sporting Organisations. Descriptive statistics were used to summarise the results and the three sporting organisation categories' (high, medium, and low participation) responses were compared using non-parametric statistics. Contextualised in the perspective of organisational change, a framework for marketing to the ageing consumer was used to interpret the results. Older adults are not a high priority group for most sporting organisations, however the benefits of engaging older adults were recognised, particularly in context of increasing participation numbers. A lack of age-appropriate programmes was perceived to be a major barrier of engaging older adults. This lack of programmes stems from older adults being deemed as a less attractive segment than other age groups for sporting organisations. Modifications that sports felt they could make to attract and/or retain older adults included specific marketing and age appropriate opportunities. There was widespread consensus across sporting organisations, suggesting that perceptions of older adult sport participation were comparable across the sector, such as increasing participation numbers and engaging their older fan base. In the context of attracting, and retaining, older adults in sport clubs, it was concluded that most sporting organisations are not (yet) ready to build “age friendly” sporting environments. There is very limited literature on the organisational perspective of older adults and sport, meaning this study is unique in the field. Although sport policy encourages organisations to grow their participation, most organisations do not actively and strategically engage older adults. This research provides an understanding of why this untapped market is not a priority target and provides comprehensive insights for policy makers to better engage with this population group.https://www.frontiersin.org/articles/10.3389/fspor.2021.772361/fullolder adultssports participationage-activesport policyage-friendly |
| spellingShingle | Claire Jenkin Jannique G. Z. van Uffelen Jannique G. Z. van Uffelen Grant O'Sullivan Jack Harvey Jack Harvey Rochelle M. Eime Rochelle M. Eime Hans Westerbeek Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport Frontiers in Sports and Active Living older adults sports participation age-active sport policy age-friendly |
| title | Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport |
| title_full | Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport |
| title_fullStr | Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport |
| title_full_unstemmed | Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport |
| title_short | Marketing Up the Wrong Tree? Organisational Perspectives on Attracting and/or Retaining Older Adults in Sport |
| title_sort | marketing up the wrong tree organisational perspectives on attracting and or retaining older adults in sport |
| topic | older adults sports participation age-active sport policy age-friendly |
| url | https://www.frontiersin.org/articles/10.3389/fspor.2021.772361/full |
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