creating a sporting habit for life getting and keeping participants, making sport a habit and your...

Creating a sporting habit for life

getting and keeping participants, making sport a habit and your project

sustainable

The purpose of this session , sharing what works

• Regular participation (1 x30) is on the up but . . .• 31 million try sport, but only 15 million do it regularly• 57% say will cut back because of cost• 40% say they don’t have the time• Still big gaps by gender, disability, income, age• Correlation between deprivation and participation – but

don’t be fooled

• So it’s about creating choice for them (and you)

Some interesting participation trends:

Creating a sporting habit for life 3


It’s the challenge of going from trying it to making it a habit - weekly

Capability – can I do it?

Motivation- can I be bothered?

Is there the opportunity

Behaviour

Figure 1 The COM-B system – a framework for understanding behaviour: The behaviour change wheel: A new method for characterising and designing behaviour change Interventions: Michie et al. Implementation Science 2011, 6:42: http://www.implementationscience.com/content/6/1/42 (23 April 2011)

we need behaviour change – sport needs to be ‘sticky’ – against other choices


A way of thinking about this

8

INSIGHTConsumer needs,

motivations & behaviours

DELIVERYB2B Sales, Local

Marketing, Local Delivery

FEEDBACKData collection & feedback, Measures & Performance

Management

SCALEExtending reach, creating

pace & leverage

ROUTE TO MARKETDelivery partners,

Influential relationships, Processes

OFFERSProduct, Services, Brand,

Customer Experiences

4

2

3

6

5

1

Vision, Purpose, Priorities

LEADERSHIP

RESOURCESMoney & People allocation






Management


pace & leverage





4

2

3

6

5

1


LEADERSHIP



LEADERSHIP



simplified into 3

9






Management


pace & leverage





4

2

3

6

5

1


LEADERSHIP







Management


pace & leverage





4

2

3

6

5

1


LEADERSHIP



LEADERSHIP


Simplified into 3 basic questions to ask yourself

1.Who are you targeting, what do you know about the barriers and people’s motivations - to get your ‘offer right’

3. Keep listening to customers – carrying on , changing, expanding, stopping tweaking - sustainable

2.How do you deliver in a way that attracts and keeps people, from trying things to a making it a habit

• Strong emotional responses to the very idea of sport ( set a younger age)

• For some its a functional relationship means to an end

• Making the choice easy - i.e. it just isn't easy at the moment

• The language - sport itself is seen different to activity

• Cost, perceived costs

• awareness, time etc. – the supply can be confusing and a mess

1.Who are you targeting, what do you know about the

perceived barriers?


1.Who are you targeting? What are their motivations?

12

one activity can mean many different things – do you know what motivates the people you want?

“it’s so relaxing, it calms you down”

“so good for physical & mental

health”

“I get a lot out of my training; it keeps me fit;

& I enjoy the challenges”

“I swim for pleasure & exercise; I use the

gym when not swimming”

“I hope to get back playing Hockey when I’m fit enough, which is why I’m swimming

more”“swimming is a way to keep fit, golf is my

preferred game to play competitively”

“it’s cheap & an easy way to keep

fit”

I play sport

I’m a lane swimmer

I wan

t to

soci

alise

I want to com

pete

“I’m happy with my progression, I love swimming”

“swimming is a great sport & I enjoy it

very much”

“I’ve nobody to go with, my swimming partner had a baby”

“I’ve been swimming much more & also tried

some new sports & yoga”

“I love to swim, but I don’t need any coaches

or officialdom”


Young people categories and views


- How you will deliver it-

1. Questions to ask yourself???

Think hard – who are you

after?

their barriers?

Their motivations/ attitudes?

• Think about supply and demand• Think about the channels to get to participants • Make it accessible• Offer choice• Think about formats• Reinforce habits• Make it relevant, it’s complex enough

• The point of delivery – the first and critical contact

2. How do you deliver in a way that attracts and keeps people making participation and the project sustainable?


Demand

Supply

Channels?

Digital –social media . .

Conventional media

Word of mouth

MAKE IT ACCESSIBLE -place, time, language , cost

BRISTOL40 tables

55,000 visits

LEICESTER58 tables

58,000 visits

LONDON87 tables

90,400 visits

OFFER CHOICE - it’s the group not the sport

49.2% of all people regularly playing sport, play two or more sports. This increases to 60% of young people

Active People Survey 6 (Oct11-Oct12)

Winter

THINK ABOUT FORMATS - versionsO

ct-J

an 0

8

Jan-

Apr

08

Apr

-Jul

08

Jul-O

ct 0

8

Oct

-Jan

09

Jan-

Apr

09

Apr

-Jul

09

Jul-O

ct 0

9

Oct

-Jan

10

Jan-

Apr

10

Apr

-Jul

10

Jul-O

ct 1

0

Oct

-Jan

11

Jan-

Apr

11

Apr

-Jul

11

Jul-O

ct 1

1

Oct

-Jan

12

Jan-

Apr

12

Apr

-Jul

12

Jul-O

ct 1

21,500,000

1,600,000

1,700,000

1,800,000

1,900,000

2,000,000

2,100,000

2,200,000

2,300,000

2,400,000

2,500,000

5 a side vs. 11 a side football

Simplify the supply !

Source: Deloitte (2014), Sporting Offer for Young People in England, Final Report to Sport England

• Who are your customers• Understand barriers and motivations!• Reach them though the right channels!• Make it accessible, offer choice,

different ‘look and feel’• Simplify• Be customer focussed throughout

To summarise on this:


2. Some good questions to ask yourself about the quality of delivery

• Do you need to stimulate demand?• What demand is there for this type of sport in this area?• Is the offer accessible? Offers a choice ? In the right format?• What sort of communication channel(s) do you use?• Who else is talking to groups you want to talk to and can you have

more impact by working collaboratively?• What impression will your target group take from how you deliver your

offer? Is it too intimidating, sporty or traditional?• What character or atmosphere are you looking to create• How will you stay in touch after session one and ensure they come to

session two ( and three and four??• How broad is your offer? Do you provide a wide choice of sports?• What will do for those that want more?

• Keep listening, tweaking, improving – momentum

• Qualitative and quantitative – got to be usable • It is new insight! Use it• What does it tell you about the offer and the delivery• Do more of, do less of?• Tweak or whole scale review?• Scale up? To get critical mass?

3. Keep listening to your customers – every session gives you insight

3. Reviewing and using feedback

• Get real and vivid about sustainability• Participant level and project levee• Your participants and deliverers will advocate• Who values what you do and why?• Evidence, evidence and evidence• Heart warming case studies and sound bites• Horizon scan other funding

National Latent Demand by age band Female 16+

Therefore 3 basic questions to ask yourself

1.Who are you targeting, what do you know about the barriers and people’s motivations - to get your ‘offer right’

3. Keep listening to customers – carrying on , changing, expanding, stopping tweaking - sustainable

2.How do you deliver in a way that attracts and keeps people, from trying things to a making it a habit

Action planning 2

1. How is your local insight driving your offer?

2. Is your quality of delivery enough to retain participants?

3. Will you keep listening and forming habits??

creating a sporting habit for life getting and keeping participants, making sport a habit and your...

Documents

sporting habit

habit weeklycapability

behaviour change sport

behaviour change interventions

behaviour change wheel

project level

active people surveyactually

regular participation