diff --git a/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.controller.js b/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.controller.js
index 464dc77804..80f9968a3f 100644
--- a/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.controller.js
+++ b/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.controller.js
@@ -1,5 +1,14 @@
 function segmentDashboardController($scope, umbRequestHelper, $log, $http, formHelper) {
 
+    function refreshData() {
+        return umbRequestHelper.resourcePromise(
+                $http.get(umbRequestHelper.getApiUrl("segmentDashboardApiBaseUrl", "GetProviders")),
+                "Failed to retrieve provider data")
+            .then(function(data) {
+                $scope.providers = data;
+            });
+    }
+
     $scope.providers = [];
     $scope.configuringSegments = false;
     $scope.providerConfig = {
@@ -74,8 +83,11 @@ function segmentDashboardController($scope, umbRequestHelper, $log, $http, formH
                 var provider = _.find($scope.providers, function (i) { return i.typeName === $scope.providerConfig.providerTypeName; });
                 provider.segmentConfig = $scope.segmentConfig;
 
-                //exit editing config
-                $scope.cancel();
+                refreshData().then(function() {
+                    //exit editing config
+                    $scope.cancel();
+                });
+
             });
         }
     }
@@ -94,17 +106,14 @@ function segmentDashboardController($scope, umbRequestHelper, $log, $http, formH
                 var provider = _.find($scope.providers, function (i) { return i.typeName === $scope.providerConfig.providerTypeName; });
                 provider.variantConfig = $scope.variantConfig;
 
-                //exit editing config
-                $scope.cancel();
+                refreshData().then(function () {
+                    //exit editing config
+                    $scope.cancel();
+                });
             });
     }
-
-    umbRequestHelper.resourcePromise(
-            $http.get(umbRequestHelper.getApiUrl("segmentDashboardApiBaseUrl", "GetProviders")),
-            "Failed to retrieve provider data")
-        .then(function(data) {
-            $scope.providers = data;
-        });
-
+    
+    //initial data load
+    refreshData();
 }
 angular.module("umbraco").controller("Umbraco.Dashboard.SegmentDashboard", segmentDashboardController);
\ No newline at end of file
diff --git a/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.html b/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.html
index 84c4715f80..b4975806d5 100644
--- a/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.html
+++ b/src/Umbraco.Web.UI.Client/src/views/dashboard/settings/segmentdashboard.html
@@ -81,8 +81,12 @@
                             <span class="help-inline" val-msg-for="value" val-toggle-msg="required">Required</span>
                         </umb-control-group>
 
-                        <umb-control-group label="Persist segment" alias="value" description="">
-                            <input type="checkbox" name="persist" ng-model="$parent.item.persist" title="This might be useful if you want to track an assigned segment. For example, if it's a referral provider a segment might be set when coming from 'mysite.com' and you want to know about that later on when the segment no longer exists in the request." />
+                        <umb-control-group label="Persist segment" alias="value" description="This might be useful if you want to track an assigned segment">
+                            <input type="checkbox" name="persist" ng-model="$parent.item.persist" title=" For example, if it's a referral provider a segment might be set when coming from 'mysite.com' and you want to know about that later on when the segment no longer exists in the request." />
+                        </umb-control-group>
+                        
+                        <umb-control-group label="Use as a Content Variant" alias="value" description="If checked, this segment key can be used to create custom Content Variants">
+                            <input type="checkbox" name="persist" ng-model="$parent.item.asVariant"  />
                         </umb-control-group>
 
                     </ng-form>
diff --git a/src/Umbraco.Web/Editors/SegmentDashboardController.cs b/src/Umbraco.Web/Editors/SegmentDashboardController.cs
index 38b2954ead..739cf6d35e 100644
--- a/src/Umbraco.Web/Editors/SegmentDashboardController.cs
+++ b/src/Umbraco.Web/Editors/SegmentDashboardController.cs
@@ -50,7 +50,8 @@ namespace Umbraco.Web.Editors
                     {
                         name = vari.VariantName,
                         key = vari.SegmentMatchKey,
-                        enabled = x.variantConfig.ContainsKey(vari.SegmentMatchKey) && x.variantConfig[vari.SegmentMatchKey]
+                        enabled = x.variantConfig.ContainsKey(vari.SegmentMatchKey) && x.variantConfig[vari.SegmentMatchKey],
+                        asVariant = x.variantConfig.ContainsKey(vari.SegmentMatchKey) && x.variantConfig[vari.SegmentMatchKey]
                     })
                     
                 });
diff --git a/src/Umbraco.Web/Models/Segments/SegmentProviderMatch.cs b/src/Umbraco.Web/Models/Segments/SegmentProviderMatch.cs
index ba3778d25e..4e89313482 100644
--- a/src/Umbraco.Web/Models/Segments/SegmentProviderMatch.cs
+++ b/src/Umbraco.Web/Models/Segments/SegmentProviderMatch.cs
@@ -35,5 +35,11 @@ namespace Umbraco.Web.Models.Segments
         /// </remarks>
         [DataMember(Name = "persist")]
         public bool Persist { get; set; }
+
+        /// <summary>
+        /// A flag to determine if this segment is allowed to be a variant (advertised)
+        /// </summary>
+        [DataMember(Name = "asVariant")]
+        public bool AllowedAsVariant { get; set; }
     }
 }
\ No newline at end of file
diff --git a/src/Umbraco.Web/Routing/Segments/ConfigurableSegmentProvider.cs b/src/Umbraco.Web/Routing/Segments/ConfigurableSegmentProvider.cs
index 7f6acdcf56..c869f013a6 100644
--- a/src/Umbraco.Web/Routing/Segments/ConfigurableSegmentProvider.cs
+++ b/src/Umbraco.Web/Routing/Segments/ConfigurableSegmentProvider.cs
@@ -23,13 +23,26 @@ namespace Umbraco.Web.Routing.Segments
     /// which would normally be a regex statement, if it matches the returned value then we will apply the configured key/value as a segment 
     /// in the request.
     /// 
-    /// TODO: We need to decide if configurable segment provider can advertise segments to be used in variations - but I don't think so since they
-    /// can be added/removed by users
     /// </remarks>
     public abstract class ConfigurableSegmentProvider : ContentSegmentProvider
     {
         private readonly ReaderWriterLockSlim _lock = new ReaderWriterLockSlim();
 
+        /// <summary>
+        /// Override to return the statically assigned variants for this provider as well as any segments
+        /// that are configured to be variants.
+        /// </summary>
+        public override IEnumerable<ContentVariantAttribute> AssignableContentVariants
+        {
+            get
+            {
+                return base.AssignableContentVariants.Union(
+                    ReadSegmentConfiguration()
+                        .Where(x => x.AllowedAsVariant)
+                        .Select(x => new ContentVariantAttribute(x.Key, x.Key, x.Value)));
+            }
+        }
+
         /// <summary>
         /// Returns the current provider's value (i.e. if the provider was a referal provider, this would return the current referrer)
         /// </summary>
diff --git a/src/Umbraco.Web/Routing/Segments/ContentSegmentProvider.cs b/src/Umbraco.Web/Routing/Segments/ContentSegmentProvider.cs
index 690a1750a2..344e2f9ad1 100644
--- a/src/Umbraco.Web/Routing/Segments/ContentSegmentProvider.cs
+++ b/src/Umbraco.Web/Routing/Segments/ContentSegmentProvider.cs
@@ -41,7 +41,7 @@ namespace Umbraco.Web.Routing.Segments
         /// <summary>
         /// Returns the Content Variants that this provider supports
         /// </summary>
-        public IEnumerable<ContentVariantAttribute> AssignableContentVariants
+        public virtual IEnumerable<ContentVariantAttribute> AssignableContentVariants
         {
             get { return GetType().GetCustomAttributes<ContentVariantAttribute>(false).ToArray(); }
         }
diff --git a/src/Umbraco.Web/Routing/Segments/ContentSegmentProviderResolver.cs b/src/Umbraco.Web/Routing/Segments/ContentSegmentProviderResolver.cs
index 8ee4b6d445..d8e48e2cef 100644
--- a/src/Umbraco.Web/Routing/Segments/ContentSegmentProviderResolver.cs
+++ b/src/Umbraco.Web/Routing/Segments/ContentSegmentProviderResolver.cs
@@ -40,7 +40,8 @@ namespace Umbraco.Web.Routing.Segments
 
         public IEnumerable<ContentVariantAttribute> GetAssignableVariants(IDictionary<string, bool> segmentProviderStatus)
         {
-            //These are the assignable variants based on the installed providers (statically advertised variants)
+            //These are the assignable variants based on the installed providers (statically advertised variants) or
+            // configured segments that have been flagged as variants
             // that are enabled via the back office. If they are not enabled, they will not show up.
 
             var assignableSegments = this.Providers
@@ -55,7 +56,8 @@ namespace Umbraco.Web.Routing.Segments
                         .Select(vari => vari.Key).ToArray() // get the key
                 })
                 //only allow the onces that are enabled
-                .SelectMany(x => x.instance.AssignableContentVariants.Where(vari => x.enabledVariants.Contains(vari.SegmentMatchKey)));
+                .SelectMany(x => 
+                    x.instance.AssignableContentVariants.Where(vari => x.enabledVariants.Contains(vari.SegmentMatchKey)));
 
             return assignableSegments;
         }