Bridging the Divide: Understanding Why Team Sports Stop at 35 and Is It an Untapped Market?

Team sports are celebrated for fostering unity, enhancing physical health, and building community bonds. However, in Ireland's sports landscape, adults over 35 are noticeably underrepresented in team sports activities. Despite facing time constraints due to work and family commitments, sports clubs in Ireland have an opportunity to better cater to this demographic, especially given their disposable income for membership.

Before delving into the reasons behind team sports' challenge in attracting adults over 35 in Ireland, it's crucial to highlight two notable programmes found during the research for this blog but only in select areas of the country: Gaelic4Mothers&Others and for Dads & Lads initiative through the Gaelic Games Associations, along with over 35’s leagues by various Football Association Ireland branches.

Limited Accessibility:

The accessibility of team sports facilities and programmes serves as a barrier for adults over 35. Although initiatives like those mentioned above exist, they are limited in scope and availability, making participation challenging for many individuals.

Lack of Flexibility:

Another primary reason team sports struggle to attract adults over 35 is the inflexible scheduling and commitment requirements. Balancing demanding work schedules and family responsibilities leaves little time for fixed practice and game schedules. Flexible options accommodating busy lifestyles are crucial to engaging adults over 35 consistently.

Perception of Intensity:

Team sports often carry a perception of high intensity and competitiveness, deterring some adults over 35. Older individuals may prefer activities offering a relaxed and inclusive atmosphere over the pressure of competitive performance, impacting their willingness to participate. Could we modify the way the sport is played - increased numbers, less contact, shorter games?

Limited Social Integration:

While team sports foster social connections, they may not always cater to the needs of adults over 35. Feeling isolated or disconnected within teams dominated by younger players or lacking peers with similar interests can deter older adults from engagement.

Insufficient Programming and Numbers:

Programming and numbers to take part for adults over 35 in team sports are often scarce compared to those for younger age groups. Tailored coaching and training programmes are essential to address older adults' specific needs and preferences, enhancing their experience within team sports. Those with limited numbers could merge, like many parishes and communities.

Additionally, sports clubs in Ireland have yet to fully capitalise on the potential of the over 35 demographic. This market presents an opportunity for growth, inclusivity, and revenue due to its disposable income and desire for community engagement. By adjusting their offerings to better cater to the needs and preferences of adults over 35, sports clubs can unlock this untapped potential.

In summary, while team sports have the potential to foster wellness and social unity among adults over 35 in Ireland, various challenges contribute to their underrepresentation. Addressing issues such as flexibility, accessibility, intensity perception, social integration, and programming can help bridge the gap, making team sports more inclusive and attractive to adults over 35. By acknowledging and tackling these challenges, sports clubs can establish a more vibrant and inclusive environment for older generations.