• Like feeling good about themselves
• Want to be good role models and to promote the principles of a healthy and active lifestyle to their children
• Value facilities and ease of use over social interaction
• Move away from team based sport and towards walking, gym, running, swimming, cycling
• Consider their daily or weekly physical activity routine to be critical.

It is critical that sports (team and individual) ensure they have a way of staying connected with these lifelong participants as their needs change.

• Not overly competitive
• Self-conscious being physically active in public
• Cost and other commitments are factors in their sport and physical activity choices
• Say they will increase their activity when their children are older and they have more time
• Less likely to have a weekly physical activity routine.

Sports that can connect and inspire and provide a sport experience that isn't too competitive and is delivered at a suitable time of day/week will be more likely to succeed.

• Say they are inactive due to lack of time and other commitments
• Sometimes have prohibitive injuries, conditions or disabilities that stop them being active
• Feel inadequate or unable to fit in
• Lack the motivation to be active
• Do not identify with sport
• Less likely to see the benefits of physical activity
• Tend to have low household income.

• Like feeling good about themselves
• Want to be good role models and to promote the principles of a healthy and active lifestyle to their children
• Value facilities and ease of use over social interaction
• Consider their daily or weekly physical activity routine to be critical.

Similar to the previous life stage, sports that can find a way to engage and connect on a flexible and individual level are more likely to succeed in attracting and retaining this cohort.

• Not overly competitive
• Self-conscious being physically active in public
• Cost and other commitments are factors in their sport and physical activity choices
• Less likely to have a weekly physical activity routine.
• Strong resistance to being committed to set times and a routine
• Want to be able to change plans without guilt
• Feel embarrassed by exercising in public (mostly women).

• Often have a disability or injury or have health related reasons to not participate
• Feel embarrassed by exercising in public, mostly women
• Find gyms and clubs intimidating
• Say they are inactive due to lack of time and other commitments.