The Australian Bureau of Statics confirms that the baby boomer generation are more inclined to retire at an early age. Therefore, this segment of the market is likely to attract male and females that are seeking activities that are stimulating and serve both a social and physical purpose. (19% of retirees are in the Baby boomers category and average age of retirees as of 2002 was 55). 

Aim for Clubs

•  Utilise local cricket, tennis and golf clubs in the area that are happy to participate in a joint marketing cross promotional campaign. Specify to members of others sports that bowls is a sport with both a strong competitive and social side. When approaching such clubs you need to emphasis that we are offering twilight competitions are not trying to steal or poach their members.
  
• Try to identify and take advantage of members that are part of or have access to small and large corporate organisations.  Such members provide a great opportunity to promote sport to both males and females who are interested in finding sporting activities outside of work that aid in providing them a social outlet that helps with stress and allows them wind down.
  (Evening competitions is the best avenue to attract this market due to heavy workloads during the working day).

Demographic Classification

Baby Boomers 

• Born 1946-1962
• Approx 4.1 million
• Now Aged 47-62
•  Optimistic economically
• Idealistic; career-orientated;
• Generation that spends money not saves
• Promoted ‘young’ and propped
• Fear of ‘getting old’
• Better educated
• Comfortable with technology
• Hectic lifestyle; time poor

Baby Boomers & Empty Nesters (Males/Females 47-62)   
Population representation: 26%

Participation Opportunities

• Social competitions- in particular, twilight competitions specifically designed to cater for retirees from other sports.
• Day time competitions that are catered exclusively to recent retirees form work. (Important to offer an exclusive competition to this segment of the demographic that have more leisure time available).  Also, needs to be of a social, relaxed nature.
• Club Championships of a more relaxed nature that can be formalised at a later date as participants become regular bowl participants. (This will help promote, engage and introduce participants to the true competitiveness of bowls).
• Casual bowl sessions: - this again should emphasise the relaxed environment that we are trying to create for this market, whilst also providing participants with more time to acquire a love for the sport.

Current Barriers/Threats to Participation

• Perception of bowls as ‘old person’s sport’, Baby Boomers want to hold onto their youth: - This particular market needs to be shown that the image and sport of bowls is evolving and it is now known as the sport that caters for all ages. Young, middle aged and but not exclusively the elderly.
• Resistance to conservative and bureaucratic nature of bowls- For this exact reason we need to cater exclusively to this market by offering twilight and day time competitions that are of a relaxed and social nature (Don’t just advertise pennant).
• Age group looking for more active and unstructured sports such as cycling- Need to publicise that bowls is not only a structured sport. It is essential that we illustrate that bowls is a sport that can be of a fun and social relaxing nature and that it can be catered for different audiences/ demographics. 

 
Strengths/Opportunities

• More recreational time to play
•  Time to volunteer and contribute to club needs
• Business acumen and contacts to assist clubs
• High level of Disposable income
• Attract them through bowls increasingly modern dress regulations
• Competitive outlet for ex-sportspeople
• People looking for adult social interaction – some retire from work earlier than previously

Strategies

• Aim to present new images of bowls in the media and other promotions
• Cross promotional activities, try to value add – combine bowls with interesting social activities.
• Need to specify that Bowls unlike many other physical and recreational activities is highly renowned as a sport with a strong competitive and social side
• Create, promote and provide non-traditional forms of bowls participation
• Update coaching devices and promotional materials

Generation X is identified as being heavily involved in their working lives and a high percentage of this population are currently occupying high positions in their organisation/company. This demographic is well documented as being known “to work to live not live to work” therefore, they are continuously seeking various activities/programs that they can explore; which employ both social and relaxation elements. Generation X is also recognised as having a high disposable income. As a result Generation X represents a very attractive target market.

Aim of the RVBA:-
Objective: Refresh the image, brand and offerings of bowls to increase the contemporary appeal of the sport, including new participants, supporters and the media.

Strategic Initiatives
Refresh and reposition lawn bowls’ image and brand

• Refresh and reposition our image to the public, corporate and media to broaden the appeal of bowls. We will achieve this through the development of an integrated marketing platform that delivers a consistent brand and message that positively showcase bowls.
• Develop the profile and public personalties of our leading athletes to the public and media
• Educate and mange effective culture change within clubs to ensure the accuracy of marketing messages they deliver.
  

Generation X Classification

• Born 1961-1977
• Approx 4.4 million
• Realists; cynical
• Non trusting; sceptical of institutions
• Told where to go not how to get there
• Individuals; racially diverse
• Avoid commitment
• Work to live not live to work
• Peak income earning 2006-2021
• Assuming positions of high office now 
  

Generation X

Males and Females between the ages of 31-47
Population representation is 21%

Participation Opportunities

• Try bowl days, corporate days, other social programs (inc, Get on the Green)
• Pennant competition, other club and inter club events
• Regular social night competition
• Rent a rink

Current Barriers/ Threats to Participation

• Lack of time to play competitions such as pennant
• Pennant format too slow, not involving enough
• Frustration with inflexibility/ regimentation of clubs
• General age of membership base not appealing
• Negative attitude and acceptance of present members not a good enticement to join
• Lower inclination to volunteer and assist club
• Social bowls could be a passing fad

Strengths/Opportunities

• Higher disposable income
• Higher impact sports become less attractive
• Competitive nature of pennant
• Regard equality highly, accepting of differences
• Networking/corporate bowls
• Social aspect, especially with more mixed/ social bowls
• Increasing sense of community, non-materialistic values
• Time not wasted in travel, clubs are generally proximate

Strategies

• Email and internet a valuable tool for communication and promotion
• Speed dating bowls, other unique ideas