london sport update dan cudmore officer (club development)
TRANSCRIPT
London Sport Update
Dan CudmoreOfficer (Club Development)
Updates
• Sport England• Mayor of London• London Sport• Club Matters
http://www.sportenglandclubmatters.com/get-started/
Club Matters
CSAF• Opens in JanuaryInspired Facilities• Open all yearSmall Grants• Open all yearProtected Playing Fields• Closes 9th NovemberImprovement Fund• Closes 28th October
Sport England
FreeSport• Closes 26th OctoberParticipation Fund• Closes 3rd November
Mayor of London
Sportivate• £19,529 invested in Merton this year• Nov/Dec round expected - £300,000+Satellite Clubs• Year 3 – 11 New Clubs• 12 in year 1 and year 2Coaching Bursary• Open round -13th November closing
date• www.coachinglondon.org
London Sport
Youth Insights
Understanding and changing youth sport behaviours
The challenge of growing youth participation
2005-06 2006-07 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14
0.557 0.571 0.56 0.552 0.541 0.54 0.537 0.545
Once a week participation16 to 25 year olds (APS)
Young people’s engagement
What was often thought…
SportyLove to play sport
and take part regularly
Semi-sportyLatent demand for sport –
eager to take part and would be playing if the
offer was right
Non-sportyHate to play
sport and don’t take part
BEH
AV
IOU
R
ATTITUDE
What the Youth Insight reveals
“Sporting” behaviour “Sporting” attitude
Positive FunctionalUnintereste
dIrregular
Consistently active
Consistently inactive
We need to focus on changing behaviours not attitudes
Young people’s attitudes & behaviours
Sport has negative
associations. More females
than males
Sport is the ‘norm’.
More males than
females.Take part due to
wider benefits.
More females
than males, and
those aged 18+
Sport
ing b
ehavio
ur
Consistently inactive
Irregular
Consistently active
Positive
Sport not the
‘norm’. Not a
priority
Functional Uninterested
Sport is not ‘fun’. Need goals – can
shift to group 3 if
goal developed
Sporting attitude
1
2
3
4515%
c1.2m
15% c1.2m
30%c2.5m
20%c1.7m
20%c1.7m
Positive group
Things to consider:• Need reminding of the positive emotions associated with sport - need to be
repeated• Not necessarily looking to improve or progress• Unlikely to want to commit straight away
Practical examples:• Use social media, emails and/or texts to remind participants to bring their
kit for the next session, remind them the session is on that evening, etc.• Use face-to-face prompts• Use key wording in your promotion, e.g. “looking to get back into sport?”
“want to try something new?”• Make sport more visible in their day-to-day life
Understanding young people’s attitudes
Functional group
Things to consider:• They do not want to be told sport is fun – most young people in this group
will never find sport fun…but that won’t stop them taking part as long as they’re achieving the desired outcome (their ultimate goal)
• The activity may be sport but message doesn’t need to be – look at how you market your activity
Practical examples:• Use key functional wording in your promotion – activities should be
promoted as ‘casual’ and ‘low key’ rather than ‘fun’• Provide regular feedback and opportunity to progress to prevent loss of
interest• Reward participation and regular attendance
Understanding young people’s attitudes
Uninterested group
Things to consider:• Activities need to be relevant and link to their lifestyle. May have similar
goals as the functional group but won’t think sport relates to this – they make other lifestyle choices to meet their outcome
Practical examples:• Deliver non-traditional activity – offer something different• Use appropriate wording to promote a send of freedom and independence,
less pressure, personalisation• Create a level playing field• Consider age-restricted activity
Understanding young people’s attitudes
Designing and delivering the right experience for all young people
Experiences young people are seeking
Consider the experiences that young people are
seeking when planning your
sessions
Effectively engaging young people
What next?
• Identify which audience you want to primarily target (positive, functional, uninterested)
• Adopt appropriate techniques for your target audience
• Plan your delivery and marketing• Consult with young people• Be flexible• Share good practice
Finally…
• You can download the full Youth Insights pack via the Sport England website - https://www.sportengland.org/research/encouraging-take-up/key-influences/sport-and-age/
• Any questions – [email protected]