Seth Godin has made an interesting post about a consumers underlying fear of being wrong, and how they behave as a result of it. His final sentence, that this is “the lone barrier almost every product and service has to overcome in order to succeed” is particularly relevant for the sports industry.
From a sports participants perspective, the fear of being wrong could be the fear of having:
– the wrong level of skills (too rusty to try)
– the wrong level of fitness (waiting ‘another week’ until they’re a little fitter)
– the wrong friends (not in the clique)
– the wrong gear (looking like a newbie)
– the wrong attitude (not wanting to be serious / competitive)
In developing, packaging and promoting participation opportunities, sports need to be considering (which means they first need to be asking) how current and potential customers feel about their sport. And the good news is that some sports are already creating some good practice for addressing these fears. Back to Netball helps overcome the fear of no longer having the right skills, as participants can all be rusty together. Likewise the different group speeds available within RunEngland Networks and SkyRide Local’s help people get over the fear of not having the initial fitness to keep up.
But until sports fully understand how current and potential customers feel about their sport (and the same person may have different perceptions/experiences, and hence fears, about different sports), they won’t be able to talk to potential participants in a way that addresses these fears. And until then, they’ll never know what they were missing!