Sports Summit 2015
Jennie Price, Chief Executive
Strategy 2016-21 Process Flow
2015 2016
May June July Aug Sept Oct Nov Dec
Strategic Outcomes
• Sets out what we aim to ac...
Informed by key insights
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
14-25
26-49
50+
2005 2025
The population is growing but ageing qui...
Limiting disabilities have an increasing impact on life for
those over the age of 60
22%
26%
30%
34%
38%
45%
55%
0%
10%
20...
74% of adults (16+) in England
took part in sport
at least once last year
Just 36% of adults participate regularly at any ...
Churn is a feature of sports participation. Amongst certain
key groups, a majority report a change in sporting
behaviour c...
Individual sporting biographies are more complex than a
single sporting habit for life
Seasonal variation, fluctuating lev...
0
4
8
12
16
20
24 25 26 27 28 29 30 31 32 33
NumberofSportSessionsperMonth
AGE
Caroline: Female, age 33
Aerobics Zumba Gym...
Many people want to take part with those they know best.
But sport primarily delivers to just the individual or invites
th...
Why invest in NGBs?
• Shared interest
• A 'system' investment
• Build on the last eight years
• Talent and participation
11
Things to tackle
• One size fits all
• Reaching beyond the 20%
• Tackling inequalities
• Gender
12
Very stubborn gender gap
5
5.5
6
6.5
7
7.5
8
8.5
9
Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14
Men Wome...
Over 31 million total
campaign views
Trended at #2 on Twitter
and on Google hot trends
Over 226,000 followers on Facebook ...
OVER 4,000 active PARTNERS
This Girl Can
• Second round begins...
• New partnerships to be announced
• Social media interest has not dropped
• But we...
NEXT PHASE
JUNE JULY
3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 ...
Jennie Price, CEO of Sport England, presentation from the Sports Summit 2015
Jennie Price, CEO of Sport England, presentation from the Sports Summit 2015
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Jennie Price, CEO of Sport England, presentation from the Sports Summit 2015

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Introduction to the state of participation in sport and recreation from Sport England CEO Jennie Price

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Jennie Price, CEO of Sport England, presentation from the Sports Summit 2015

  1. 1. Sports Summit 2015 Jennie Price, Chief Executive
  2. 2. Strategy 2016-21 Process Flow 2015 2016 May June July Aug Sept Oct Nov Dec Strategic Outcomes • Sets out what we aim to achieve • Reflects ministerial priorities • Captures aspiration for the “active person” and our role in Talent • Vision for the environment in which these outcomes would be achieved Strategic framework Sets out what people can expect from us over the next strategy timeframe Areas for discussion include: • Underpinning principles • The approaches that are open to us and how these best fit with creating the environment we’re seeking Options Sets out how we plan to deliver our outcomes within the strategic framework and the choices available to us Determine Approach Post consultation, determine options and approaches Strategy launch • Planning • Pilots/testing • Feedback • Prepare for partner bidding process Engagement Measurement Spending Review Structured External Consultation Budget
  3. 3. Informed by key insights
  4. 4. 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 14-25 26-49 50+ 2005 2025 The population is growing but ageing quite sharply. Number of 14-25s will plateau and dip whilst over 50s grow strongly 2015
  5. 5. Limiting disabilities have an increasing impact on life for those over the age of 60 22% 26% 30% 34% 38% 45% 55% 0% 10% 20% 30% 40% 50% 60% 50-54 55-59 60-64 65-69 70-74 75-79 80+ (3.6m) (3.1m) (2.9m) (2.9m) (2.1m) (1.7m) (2.5m) Age Band (and population size) Limiting Disability (% of population)
  6. 6. 74% of adults (16+) in England took part in sport at least once last year Just 36% of adults participate regularly at any one time, but most of the population took part in sport last year 26% of adults (16+) did not
  7. 7. Churn is a feature of sports participation. Amongst certain key groups, a majority report a change in sporting behaviour compared to last year 42% 32% 28% 21% 16% 8% 23% 24% 23% 22% 16% 25% 23% 29% 29% 28% 24% 23% 23% 27% 25% 27% 24% 27% 37% 23% 24% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% Proportion of people playing more or less sport than 12 months ago (APS8) More Less
  8. 8. Individual sporting biographies are more complex than a single sporting habit for life Seasonal variation, fluctuating levels of activity with some breaks, and different activities are the norm 0 4 8 12 16 20 24 Noofsessions(30mins,moderate) John's Sporting Life (John, Male, Born:1954) Gym Golf Athletics Cricket Rugby Union It was difficult to find time for sport when the kids were young John played rugby and cricket at school and university Having got the running bug, John was determined to break 3hrs 30 for the marathon Work made it harder to get to rugby training John got golf clubs and gym membership for his 40th John wanted to do one last marathon when he turned 50
  9. 9. 0 4 8 12 16 20 24 25 26 27 28 29 30 31 32 33 NumberofSportSessionsperMonth AGE Caroline: Female, age 33 Aerobics Zumba Gym Running No exercise but a string diets with varying degrees of success. Gym gave me confidence to try the Race for Life. Not very fast but I made it! Zumba, great fun at first but got a bit samey New job, new salary. Posh new gym. I want to be fitter (and thinner) but sport is not really for me. Aerobics and 1,800 calories a day, my 2005 New Years resolutions. Neither lasted beyond February The gym and no carbs, my 2006 New Years resolutions
  10. 10. Many people want to take part with those they know best. But sport primarily delivers to just the individual or invites the individual to join a new (formal) group 56% 37% 33% 19% 7% By myself With friends With family As part of a formal team With colleagues With someone else Who people take part with
  11. 11. Why invest in NGBs? • Shared interest • A 'system' investment • Build on the last eight years • Talent and participation 11
  12. 12. Things to tackle • One size fits all • Reaching beyond the 20% • Tackling inequalities • Gender 12
  13. 13. Very stubborn gender gap 5 5.5 6 6.5 7 7.5 8 8.5 9 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Men Women Source: Active People Survey 1.75m
  14. 14. Over 31 million total campaign views Trended at #2 on Twitter and on Google hot trends Over 226,000 followers on Facebook Over 65,000 on Twitter Over 218,000 social interactions Phenomenal response
  15. 15. OVER 4,000 active PARTNERS
  16. 16. This Girl Can • Second round begins... • New partnerships to be announced • Social media interest has not dropped • But we need more 'This Girl Can' delivery 18
  17. 17. NEXT PHASE JUNE JULY 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S Activity TV Cinema IVOD Billboards Digital adverts These Girls Can app These Girls Can digital adverts Your Stories (website) T-shirt announcement to community T-shirts in store

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