What Are We Fighting for? The Influence of Perceptions of Risk, Values, Benefits and Enjoyment in Martial Arts Club Membership

Abstract

In the 70s the proliferation of popular movies led to increased enrolments into suburban karate schools with their primary stated motive being self-defence. Unstated desires to emulate their screen heroes may have also driven martial arts memberships. Despite being a minority sport in its country of origin, Karate is more popular outside of Japan. In subsequent years with an ageing demographic, self-defence, fitness and well-being have increasingly become major reasons why people sign up for martial arts classes in countries like Australia, Singapore and New Zealand. The purpose of this study is to understand the motives driving membership in Karate through exploring the values, perceptions of risk, participation patterns and specifics of enjoyment of current participants. Results from this exploratory phase will be used to inform the development of an in-depth study of martial arts membership. Preliminary insights into health and social marketing implications are also identified.