tennis in britain growing the game: challenges, opportuni8es materials/paul... · 14-19 20-29 30-39...

TennisinBritainGrowingtheGame:

Challenges,Opportuni8esPaulBurdi;

HeadofInsightandPlanning

2

We are merely the stars’ tennis-balls, struck and banded Which way please them

3

5million

4

10YearChallenge

5

874,000730,800

2005/6 2014/15

MonthlyPar8cipa8on

6

-16%

7

16-25 -22%

26-34 -32%

35-44 -39%

45+ +14%

8 0

400,000

800,000

1,200,000

1,600,000

Oct-NovNov-DecDec-Jan Jan-Feb Feb-MarMar-AprApr-MayMay-Jun Jun-Jul Jul-Aug Aug-Sep Sep-Oct

2005/6 2014/15

MonthlyPar8cipa8on

9

-25%

10

0%

10%

20%

30%

40%

50%

60%

14-19 20-29 30-39 40-49 50-59 60-69 70+

Agree Disagree

“Tennisisasportwhichcanbeplayedallyearround”

12

Fitness/Condi8oning:+75%

Keepfitclasses:+33%

Gym:+15%

Cycling:+9%

13

Ac8vi8esTennisPlayerstakepartin

34% 31% 28%

48%38% 37%

Running/jogging Cycling Gym

FrequentTennisPlayers InfrequentTennisPlayers

15

January February March April May June July August September October November December

2014 2015 2016

%playedintheeachmonth

Wherepeopleplay

33%

20%15%

Parks

Educa2onalvenuesClubs

17

StateofthecourtsDifficultonlinejourneyLackofbookingsystems

NofloodlightsLackoffacili8es

2,600+clubs16,000+courts

18



AgeingmembershipLackofmoneytoresurfacecourtsLackofmoneytoinstallfloodlights

Lackofvolunteers



ExpensiveForseriousplayersonly

ExclusiveRulesandregula8ons

Invite-onlyNoflexiblememberships

7000+courts

25

An8quatedbookingsystems

Poorqualityofcourts/nets

Findingsomeonetoplaywith Weather

Notlightenough/courtsarenotfloodlit

Havingtowaitforcourtstobecome

available

Needforequipment–balls,racket

Parking

Wimbledondoesprompt

playOnlytwoweeksintheyear,toolatein

theyeartogetintoarou8ne.

Peopledon’tseeotherpeopleplayingthatojen,

sotheyarenotpromptedtoplay.

Peoplerarelywalkpastcourts

Atthedeepestlevel,manypeopledon’tanchortennisagainstsportandexercise

ENABLED BY

Become more relevant to coaches

Establish “No compromise” High Performance Programme

Result orientated facility investment

Refocus on Recreational Competitions

Jump start the peak summer season

Apply ‘best in class’ marketing and insight

Values: Teamwork - Integrity - Passion - Excellence

Harness full resource network More efficient and effective LTA New Revenue Generation

BRITISH TENNIS STRATEGIC PLAN 2015-2018

DRIVEN BY

MISSION Get more people playing

tennis more often

PURPOSE To enrich lives

through tennis

Enhance tennis offer in

education

Deliver great service to

clubs

Build Partnerships

in the Community

Focus

Therightpeople

The3levelsofbarriers

67%

44%

13%6%

Playedinthelastyear Recentlylapsed Longlapsed Neverplayed

%whowanttoplaymore,oratall

Playvsinterestinplaying–byMonth

January February March April May June July August September October November December

Currentlyplay Interestinplaying

Mentalrelease

Physicalrelease

Beingoutside

Progression

Compe22veness

Sociability

TennisTitans

SeasonalSpinners

SeniorStalwarts

14%

18%

17%21%

14%

16%

WimbledonWarriors

SocialBuGerflies

TennisTroupers

Ac8on–tacklingtheiceberg

43

170

1.Onthesurface:Ra8onalResistances

1 1265 – 3+ Park courts

2 2700 Clubs

36% Leisure Trusts, clubs & commercial 3

New coaches and operators

4

44

1.Onthesurface:Ra8onalResistances

45

2.Belowthesurface:Promp8ngplay

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Oct-Nov Nov-Dec Dec-Jan Jan-Feb Feb-Mar Mar-Apr Apr-May May-Jun Jun-Jul Jul-Aug Aug-Sep Sep-Oct

47

3.PsychologicalResistances,BehaviourChange

DataAnalysis

Reallifeunderstanding:Diaries,FocusGroupWorkshops,Interviews

Conceptdevelopmentandtes8ng

Reallifeexperiencetes8ng

Tracking,Measurement,Refinement

48

0%10%20%30%40%50%60%70%80%90%100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

U8lisa8on-2014 U8lisa8on-2015

83%sa8sfac8on


Week

49


Ireallyenjoyedit.I’d(comeback)–it’ssomethingdifferent.They

definitelyshouldgoaheadwithitLeeds,21-30

50


93%sa8sfac8on

Weknowwhoandwherethegrowthsegmentsareandcanworkwiththeirneeds

Weknowthatfocusingongrowthsegmentsisbeginningtoyieldresultsandrebuildthebase

We’reinitforthelonggame:itwilltakesome8metoturnaroundthedecline

Wecanonlygrowpar2cipa2onbyworkingtogetherwitheveryoneintennis

Wewillcon2nuetoshareinforma2onsothatwecangrowthegametogether

Thankyou

paul.burdi;@lta.org.uk

tennis in britain growing the game: challenges, opportuni8es materials/paul... · 14-19 20-29 30-39...

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