SQUASH CANADA MARKETING

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In Canada, there are over 250,000 squash participants playing in 425 clubs throughout the country. Player participant surveys prove that squash players are upscale, loyal, highly educated, decision-makers and professionals. Here are some sample data

Age 5% under 25 years old 25% 26-35 years old 41% 36-45 years old 22% 46-55 years old 7% over 56 years old

Gender Men    68% Women    32%

Occupation 61%    Professionals 10%    Management 8%    Self Employed 8%    Labourer 8%    Clerical 5%    Other

Home / Car 71% single family dwellings 35% homes are valued at over $225,000 43% own two or more cars

Residence Majority are urban residents (83%) 28% live in cities 25,000-100,000 24% live in cities over 1,000,000

According to PMB statistics, when compared to the general population, squash players are more likely to be:

Aged 18-24 144%                 Have a Bachelor's Degree 152%
Aged 25-34 25%                  Have a Post-Graduate Degree 64%

Single 165%                 Professionals 153%
Senior Management / Owners 67%

Employed full time 35%             PYI $75K+ 181%

HHI $75+ 80%                 Male / Female Ratio 66% / 33%

Credit Card (spend $1500+/month) 233%

2 cars at home 34%
3+ cars at home 24%


source:
1999 PMB two-year Readership Study