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

1. Sports Summit 2015
Jennie Price, Chief Executive

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. Informed by key insights

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. 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. 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. 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. 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. 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. 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. Why invest in NGBs?
• Shared interest
• A 'system' investment
• Build on the last eight years
• Talent and participation
11

12. Things to tackle
• One size fits all
• Reaching beyond the 20%
• Tackling inequalities
• Gender
12

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

16. 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

17. OVER 4,000 active PARTNERS

18. 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

19. 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