diff --git a/src/wagtail_personalisation/forms.py b/src/wagtail_personalisation/forms.py
index 9d342d9..a946158 100644
--- a/src/wagtail_personalisation/forms.py
+++ b/src/wagtail_personalisation/forms.py
@@ -39,7 +39,7 @@ class SegmentAdminForm(WagtailAdminModelForm):
             return count
 
         User = get_user_model()
-        users = User.objects.all()
+        users = User.objects.filter(is_active=True, is_staff=False)
 
         for user in users.iterator():
             if match_any:
diff --git a/tests/unit/test_static_dynamic_segments.py b/tests/unit/test_static_dynamic_segments.py
index c43e776..686e89f 100644
--- a/tests/unit/test_static_dynamic_segments.py
+++ b/tests/unit/test_static_dynamic_segments.py
@@ -286,6 +286,48 @@ def test_count_users_matching_static_rules(site, client, django_user_model):
     assert form.count_matching_users([rule], True) is 2
 
 
+@pytest.mark.django_db
+def test_count_matching_users_excludes_staff(site, client, django_user_model):
+    class TestStaticRule(AbstractBaseRule):
+        static = True
+
+        class Meta:
+            app_label = 'wagtail_personalisation'
+
+        def test_user(self, request, user):
+            return True
+
+    django_user_model.objects.create(username='first')
+    django_user_model.objects.create(username='second', is_staff=True)
+
+    segment = SegmentFactory.build(type=Segment.TYPE_STATIC)
+    rule = TestStaticRule()
+    form = form_with_data(segment, rule)
+
+    assert form.count_matching_users([rule], True) is 1
+
+
+@pytest.mark.django_db
+def test_count_matching_users_excludes_inactive(site, client, django_user_model):
+    class TestStaticRule(AbstractBaseRule):
+        static = True
+
+        class Meta:
+            app_label = 'wagtail_personalisation'
+
+        def test_user(self, request, user):
+            return True
+
+    django_user_model.objects.create(username='first')
+    django_user_model.objects.create(username='second', is_active=False)
+
+    segment = SegmentFactory.build(type=Segment.TYPE_STATIC)
+    rule = TestStaticRule()
+    form = form_with_data(segment, rule)
+
+    assert form.count_matching_users([rule], True) is 1
+
+
 @pytest.mark.django_db
 def test_count_matching_users_only_counts_static_rules(site, client, django_user_model):
     class TestStaticRule(AbstractBaseRule):