Hoof West Midlands Network Slides 20 June 2011


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  • Stop the drop off at 16+ 1 million Talent Active People Continuous telephone survey of 190,000 every day of year bar xmas day Biggest survey in Europe Methodology used the survey company ensures that they consider demographics in relation to the population Run October to October with 4 quarter measurements taken and comparisons from last years Now on year AP 5 The sports participation indicator measures the number of adults (aged 16 and over) participating in at least 30 minutes of sport at moderate intensity at least three times a week. Performance against this indicator is measured by the Active People Survey. “ 3x30” Sports participation – 16 years and over The latest Active People Survey results cover the 12 month period from April 2010 to April 2011. During the period April 2010 to April 2011, 6.924 million adults (aged 16 and over) participated in sport three times a week for 30 minutes at moderate intensity. This is 108,600 more adult participants than the 2007/08 baseline (Active People Survey 2) when 6.815 million adults (aged 16 and over) participated in sport three times a week for 30 minutes at moderate intensity1.
  • NOTE THAT ALL THESE NEXT FEW FIGURES ARE 1 X 30 A WEEK WHICH IS WHAT NGBS are measured on Equestrians growth by 2013 is predicted to be 43,000 This chart shows you how you are doing 2009 good increase in growth 2010 decline in growth 2011 we call flattened out – which is good because no decline and on the right track for moving back up to increasing Next few slides breaks this down further
  • Males up and Women down but we call this no significance difference as numbers quite small
  • Males up and Women down but we call this no significance difference as numbers quite small
  • 35-54 year olds fallen since last quarter by 3% = 10,000 people Increase 1% 55+ 2% 16-34 year olds
  • SW (53,000) AND SE (66,000) IS BIGGEST CURRENT PARTICIPANTS We measure AP by using a baseline of AP2 – 2007/8 Grow on baseline Yorkshire, West Midlands, NW and NE EM and London have both seen decline and East a continual decline
  • This is not AP5 but AP4 Many sports have focus on BME, disabiltiy and social class. Areas that could have focus for Hoof to increase your numbers in these areas which are quite low. More of this later in slides
  • This slide is also last quarters as not available but detail probably won’t have changed much. Indicates that people want to “just horse ride” at 72% 19% want to event, show jump, pony trek or dressage – 3 olympic disciplines Combination of all these areas 10%
  • Why do some people – particularly in hard to reach groups – barriers address interventions to get them active Between January and May 2008, Sport England commissioned Henley Centre Headlight Vision (HCHLV) to undertake three qualitative research projects investigating: The quality of the sporting experience: Lapsed participants – address the drop off at 16 and 24 Understanding participation in club based sport – satisfaction for clubs, general participants and performers – look at the triggers and barriers to club sport and sustained participation, and the responses to key communication and intervention ideas? 10 domains around various areas which is surveyed for satisfaction with participants in clubs, general participants and talent For equestrian The two main domains are exertion and fitness and diversion/release Equestrian 78.5 (2010) 81.9 (2009) 78.5(general) 78.6(club) 79.9(talent)
  • One solutions to satisfaction and increase in participation is a tool SE have designed for market segmentation Why do some people play sport? And why do some simply not want to join in. Sport England has developed nineteen sporting segments to help us understand the nations’ attitudes to sport and motivations for doing it (or not).
  • SE created an interactive web site where you can obtain specific maps and information regarding the 19 market segementations. This one identifies out of the 19 segments these 5 are the main that participate in equestrian with Chloe being the highest. More details on this later. This helps equestrian become more customer focused
  • Give an exmaple of just one - Chloe
  • This information allows us to start to market choloe in specific areas and in a way that wil capture her – make sure the sporting experience is about fun, fitness and socialisting – not competitive side and make sure it fits her lifestyle Marketing to Chloe needs to be specific to how she engages – magazines, leaflets etc, which is also bigger part of understanding this market – this makes marketing much more focused and successful with individuals within the 19 segments.
  • Catchment population in Warwickshire; Chloe 1,894 Helena 1,312, Elaine 1,062, Alison 938 Leanne 574
  • Chloe 725 Helena 552 Elaine 416 Alison 488 Leanne 395
  • This slide shows you a comparison between warwickshire, west midaldns and natiaonl showing Warwickshire with Chloe, Helena, Alision and Elain is higher than rest of WM which should mean it is easier to engage these segements
  • This slides just shows you the different types of consumer by giving a comparison between sailing in Bedford which is completely different to equestrian, male dominated Tim and Philip, with slight overlap with Helena, Alison and Elaine but not high correlation.
  • Finish The Hoof network needs to use this information and use it to increase participation, increase club satisfaction and become more customer focused Trends in all sports are:
  • Thank you and happy to answer questions. Get back to people if I can’t
  • Hoof West Midlands Network Slides 20 June 2011

    1. 1. Welcome <ul><li>Sonia Birch – Regional Development Co-ordinator for North West & West Midlands </li></ul>
    2. 2. Aims of today <ul><li>Network/Collaborative thinking </li></ul><ul><li>Identify Opportunities </li></ul><ul><li>Understand </li></ul><ul><li>Listen </li></ul><ul><li>Enjoy! </li></ul>
    3. 3. Agenda 9.30 Arrival & Coffee 10.00 Welcome & Introductions 10.30 The Sporting Landscape & Equestrian 11.00 Hoof - an Olympic Legacy..the opportunities & roundtable discussion 11.30 Equestrian case studies 12.15 Round table discussion. 12.30 An introduction to Social Media & how using it can grow your business 12.55 The Hoof vision – summary by Andrew Finding (CEO) 13.00 LUNCH 13.45 Your local County Sport Partnership 14.15 Roundtable Discussion 14.50 Summary, next steps & close for 15.00
    4. 4. Who we are? <ul><li>Membership Organisation </li></ul><ul><li>Represent 18 independent member bodies providing one voice </li></ul><ul><li>Funded by Sport England and UK Sport </li></ul><ul><li>Head Office in Stoneleigh, Warwickshire </li></ul><ul><li>5 part-time regional co-ordinators working across the regions </li></ul>
    5. 5. Why?
    6. 6. Journey so far......
    7. 7. <ul><li>More People More Horses More Places More Medals </li></ul><ul><li>Target: 43,000 more participants riding 1x per week by 2013 </li></ul>Vision
    8. 8. How ? The ‘Grow’Plan Growth
    9. 10. Over to you... <ul><li>Who you are? </li></ul><ul><li>What you hope to get out of today? </li></ul><ul><li>Your first Equine moment/experience? </li></ul>
    10. 11. <ul><li>Sophie Tobin </li></ul><ul><li>The Sporting Landscape & Equestrian </li></ul>Thank you for listening
    11. 12. West Midlands Equestrian Network Sophie Tobin BEF Senior Volunteer Manager at Sport England Hoof Cheshire Equestrian network Phil de Glanville
    12. 13. Next 20 minutes <ul><li>Sport England - who we are and what we are trying to achieve. </li></ul><ul><li>The tools we have to help sports; </li></ul><ul><ul><li>What sports people play, and where </li></ul></ul><ul><ul><li>Why people play sport </li></ul></ul><ul><ul><li>‘ Market segmentation’ </li></ul></ul>
    13. 14. Sport England – our purpose <ul><li>To increase participation in sport and to keep people playing it. </li></ul><ul><li>To develop the next generation of talented athletes in sport. </li></ul><ul><li>Active People Survey </li></ul>
    14. 15. Performance against contracted Grow outcome After good growth in late 2009, you have flat lined in 2011.
    15. 16. You have shown marginal growth over 5 years (apart from males in 2010)
    16. 17. You have shown marginal growth over 5 years (apart from males in 2010)
    17. 18. Gender breakdown Women dominate participation in the sport
    18. 19. Age breakdown You can continue your sport for life and have a much higher percentage of older people taking part than many other sports
    19. 20. Age breakdown You ‘lose’ people between the ages of 24 and 34 (in common with a lot of other sports)
    20. 21. Where do you focus your efforts Your biggest current participant bases are the South East and South West.
    21. 22. Other demographics
    22. 23. What are your participants doing?
    23. 24. What factors influence people playing sport? Social Aspects Performance Exertion and fitness People & staff Coaching Value for Money Facilities and playing environment Officials Diversion Release Ease of participating 10 ‘domains’ scored and weighted
    24. 25. What is Market Segmentation? <ul><li>Insight into the sporting behaviours and the barriers / motivations to taking part in sport </li></ul><ul><li>19 ‘Segments’ : </li></ul><ul><ul><li>Distinct sporting behaviours and attitudes </li></ul></ul><ul><ul><li>Specific sports people take part in </li></ul></ul><ul><ul><li>Why people do sport </li></ul></ul><ul><ul><li>Whether they want to do more sport / barriers to participation </li></ul></ul><ul><ul><li>Information on media consumption & communication channels </li></ul></ul>
    25. 26. Proportion of Population that are Core Equestrian Segments (Chloe, Leanne, Helena, Alison & Elaine)
    26. 27. Chloe Aged 18 -25 About Chloe Chloe is 23 and works in HR for a large firm. She shares a house with ex-university friends who are also on graduate schemes. Without the pressures of family or a mortgage, Chloe isn’t worried about her student loan, she likes to spend her income on clothes, nights out and holidays with friends. Chloe and her housemates go to classes at their local gym a couple of times a week, and like to swim afterwards. At weekends, Chloe likes to go for a big night out, including a nice meal and a few drinks with her friends. Chloe is reasonably health conscious, watching what she eats and exercising to stay trim. She isn’t fanatical though, wanting to live a fun packed life while she’s young, free and single.
    27. 28. Chloe <ul><li>What drives Chloe’s participation? </li></ul><ul><li>Motivations for Chloe </li></ul><ul><ul><ul><li>The main motivations for Chloe are enjoyment (47%), keeping fit (45%), socialising (15%) and losing weight (12%). </li></ul></ul></ul><ul><ul><ul><li>Enjoyment and keeping fit are more significant motivating factors for Chloe than they are for all adults. </li></ul></ul></ul><ul><ul><ul><li>‘ Improving performance’, and ‘training/taking part in competition’ are much less relevant motivating factors for this segment. </li></ul></ul></ul><ul><li>Barriers for Chloe </li></ul><ul><ul><ul><li>30% of this segment give their main barrier as ‘Other factors’. This includes ‘left school’, ‘no opportunity’, and ‘economic/work reasons’. </li></ul></ul></ul><ul><ul><ul><li>Family is a barrier for 20% of this segment compared to for 7% of all adults. </li></ul></ul></ul>
    28. 29. People who ride in Warwickshire
    29. 30. People who would like to ride in Warwickshire
    30. 31. Population within catchment area participating in: Equestrian <ul><li>Yellow – Warwick, Red – West Midlands, Green - England </li></ul>
    31. 32. People who want to sail in Bedford
    32. 33. Trends across sport <ul><li>Those sports that ‘fit’ around busy lifestyles are growing. </li></ul><ul><li>Expectations of ‘consumers’ of sport are getting higher. </li></ul><ul><li>Communication channels for young people have been transformed. </li></ul><ul><li>Events/challenges are a huge catalyst. </li></ul><ul><li>2012 a huge focus </li></ul>
    33. 34. Thank you Questions?
    34. 35. Our Market
    35. 36. Hoof opportunities
    36. 37. Increasing participation
    37. 38. Structure
    38. 39. Volunteer Chair Recruitment <ul><li>BEF Volunteer </li></ul><ul><li>Expenses remunerated </li></ul><ul><li>Job Description </li></ul><ul><li>Recruitment Campaign (August) </li></ul><ul><li>Autumn (Oct) Start </li></ul>
    39. 41. <ul><li>Key Achievements </li></ul><ul><ul><li>Successfully attracted funding for facility development </li></ul></ul><ul><ul><li>Business and coaching support workshops to meet network needs </li></ul></ul><ul><ul><li>PR & Press (£500,000) </li></ul></ul><ul><ul><li>Network opportunities </li></ul></ul><ul><ul><li>Increased participation </li></ul></ul><ul><ul><li>Calendar of Hoof Events </li></ul></ul>
    40. 42. <ul><li>Hoof - sample press coverage </li></ul>
    41. 43. Opportunities <ul><li>There will be a range of capital funding opportunities to help from now until March 2013 enabling: </li></ul><ul><li>facility development to improve buildings </li></ul><ul><li>or provide equipment </li></ul><ul><li>The aims of which is to increase opportunities for participation adding extra riding hours </li></ul><ul><li>and to increase the quality of the riding experience </li></ul>
    42. 44. Examples are - <ul><li>Supported projects so far in London include helping the development of projects such as the Ebony Horse Club </li></ul><ul><li>Assisting in the provision of a roof on an outdoor school giving more riding days </li></ul><ul><li>Assisting in the provision of lighting to an indoor school giving more riding days </li></ul><ul><li>Providing Polocrosse equipment to enable games in parks in London </li></ul>
    43. 45. How? <ul><li>There will be an open application process and you can bid for funding via an application form </li></ul><ul><li>There will be some guidance to help </li></ul><ul><li>You will need to have a partnership contribution to make yourself. If you bid for £5,000 you will need to have £5,000 as well </li></ul><ul><li>Good luck! </li></ul>
    44. 46. Success for Hoof West Midlands? More people riding More/ improved Business Local Opportunity £’s, best practice....
    45. 48. Roundtable Discussion <ul><li>Looking at the 3 key areas of Hoof? </li></ul><ul><li>Which areas interest you? </li></ul><ul><li>What would you like see the network offer? </li></ul><ul><li>What are the priorities? </li></ul><ul><li>What are the opportunities? </li></ul>
    46. 49. <ul><li>Thank you </li></ul>