The Leisure Database Company (TLDC) profiled the 44,000 members of England Squash using the Mosaic customer segementation system. TLDC classified each individual member postcode into one of the 11 Mosaic groups and 61 Mosaic types and provided back a detailed breakdown of the type of people that make up England Squash’s members.
Nick Rider, Chief Executive of England Squash comments, “Working with The Leisure Database Company helped us think about our members in a completely different way. Traditionally we had only considered our members in relation to the facilities where they play squash, but now the insight from the member profiling reports has enabled us to consider our members in more detail, specifically who our squash players are and what their interests are. The reports have built a detailed picture of members and how we can communicate with them.”
“Our thinking about members is now more about what our relationship should be with participants in our sport and how to develop new ways of creating relationships with them.”
“The data has also prompted more questions. We have now started to overlay the membership data with facility data from the Active Places website to inform decisions about resources and services.”
Nick Rider adds “We have to make decisions on where to invest our time and money. Using the TLDC profiled member data and Active Places data we can make those strategic decisions based on the information.”
“If other Governing Bodies want to get “underneath the skin” of their members, profiling can help to understand the wider context of who the sports participants are. Getting a new perspective can lead to all sorts of exciting possibilities.”