This document outlines Sport England's vision and strategies to increase participation in sports. It aims to make sport accessible to all in England regardless of ability. Key goals include increasing active participation by 500,000 people and tackling inequalities. Initiatives discussed include the "This Girl Can Swim" campaign targeting less active women, developing workforce and leadership strategies, and increasing diversity and inclusion. The results show the swimming program successfully reintroduced women to the sport and increased overall physical activity levels.

1. Delivering Success
Together
Phil Smith
Director of Sport
phil.smith@sportengland.org
Twitter: @philsm

2. OUR VISION
We want everyone in England
regardless of age, background or
level of ability to feel able to engage
in sport and physical activity. Some
will be young fit and talented, but
most will not be. We need a sport
sector that welcomes everyone –
meets their needs, treats them
as individuals and values them
as customers.
.
Sport England: Towards an Active Nation 2016-21

3. on tackling stubborn inequalities
in participation
Increase of at least
500k active people

4. What will it take to change the nation’s activity
levels?
More people from every background regularly and meaningfully engaging in
sport and physical activity
A more productive, sustainable and responsible sport sector
More people in population who are active
More people from LSEG who are active
More women who are active
Decrease in inactivity
Increase in children’s enjoyment
Increase and diversity in volunteering
Greater progression and diversity in talent
Enhanced leadership and governance
Customer focused system Safe guarding standards
Access to facilities
Build the evidence base to encourage investment

5. Swimming has been in decline for years
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
2005/06
(APS1)
2007/08
(APS2)
2008/09
(APS3)
2009/10
(APS4)
2010/11
(APS5)
2011/12
(APS6)
2012/13
(APS7)
2013/14
(APS8)
2014/15
(APS9)
2015/16
(APS10Q2)
% Adults regularly active (1x30)
Male 16 + Female 16 +
3.1% decline since 2005/6
1.5% decline since 2005/6

6. ‘This Girl Can Swim’
6
Aim: To engage women (especially less active
women) in swimming through a truly customer
centric experience in a normal leisure centre pool in
the style of the This Girl Can campaign.
Target audience: women aged 35-55
Partnerships: with five leisure operators to deliver
TGC Swim sessions in 70 pools across England

7. “I think it would work
really well, all
problems that put you
off going have been
solved basically”
“Super- a few of the
minor details such as
'coat hooks for gowns'
could really make a
difference for women
who are self conscious
or nervous about
wearing swimwear”
We spoke to our target audience to design an
experience with them
• Female adult-only swimming
• Friendly and welcoming staff such as a pool helper who are there to reassure
you along the way
• Swim at your own pace - de-stressing and relaxation for mind, body and soul
• Handy robe hooks or baskets next to the pool so you don’t have to walk out
in your swimming costume
• Bikinis, Burkinis, swimming costumes or T-shirts are allowed in the pool
• High powered hairdryers and clean changing rooms that take out some of the
hassle
“What if the experience was..?”

8. Barriers exist across the whole customer journey

9. The results
Week 1-24 Week 25-48 Week 49-72 Week 73-95
AVERAGE ATTENDANCE INCREASED
THIS GIRL CAN SWIM SESSIONS HAVE A POSITIVE IMPACT ON THE
OVERALL LEVEL OF PHYSICAL ACTIVITY OF PARTICIPANTS
were inactive/less active (0-1 days of
activity) in the week before joining
TGCS session
were inactive/less
active (0-1 days of activity) after
taking part in the sessions
vs
16%*31%
* among the same people when interviewed later in the pilot
TGCS SESSIONS RE-INTRODUCED WOMEN TO SWIMMING AND EVEN
ATTRACTED WOMEN WHO HAVE NEVER SWUM BEFORE
27
4
27% of all registered participants had not been
swimming for at least 12 months prior to joining the
sessions
4% claimed they had never swam before

10. The ‘pool helper’ was a crucial part of the session for
the majority of participants
85%
Having a pool helper is important
“There was a good
helper today who was
giving tips on some
swimming.”
“Instructor was very helpful in
my confidence. Good
progressive steps to follow to
improve swimming.”
“Fab staff who
were very
supportive/ helpful
with tips and
techniques.”

11. We Will:
1. Deliver a workforce strategy that will support Chartered Institute for the
Management of Sport and Physical Activity (CIMSPA) to become a strong and
independently supported chartered institute.
Together with CIMSPA:
• Support the professionalisation of the sector workforce
• Create a framework of skills
• Develop a career development pathway
• Provide sector staff with quality CPD to retain the most talented.
2. Develop a new sports leadership scheme for future leaders at community and
national level.
3. Champion all forms of diversity in leadership and at all levels of the workforce
4. Expand the data we collect on diversity in leadership to include lesbian, gay,
bisexual and transgender (LGBT) people.
5. Ensure that organisations in receipt of public funding carry out a regular staff
survey, act on the results and make data publicly available.
6. Ensure apprenticeships are actively supported by sector employers and
delivery

12. A New Workforce Focus and Team in
Sport England
12
Equality & Diversity
Volunteering Professional
Workforce
Coaching Clubs

13. Coaching and Volunteering Strategies
Produced

14. Professional Workforce Strategy
14
Consultation
• Wide sport sector engagement
• Non-Sport sector organisations, e.g. health, private sector, charities
• Over 50 1-2-1 consultations plus group sessions (c200 attendees)
• Online Survey – 50+ organisational responses
Timetable
• Consultation concluding this week
• Any final submissions to professionalworkforce@sportengland.org
• Strategy to be published in April

15. Common themes in our approach to
Workforce
Perception
The impact of the workforce to support behaviour-change is
recognised by key stakeholders and the wider public
Diversity
A workforce
that is
reflective of
society
Insight
Increasing our
understanding of
the needs the
workforce
Culture
A consumer
focused
workforce
supported by
excellent
leadership

16. Change is difficult but does get results!

17. Delivering Success
Together
Phil Smith
Director of Sport
phil.smith@sportengland.org
Twitter: @philsm