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Sports Participation - UK - August 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Participation sports market size and forecast, 2006-16
Enough people play sport – just not often enough
Core players drive market value
Market factors
Policy switch picks the right new target – but a very difficult one to hit
Playing for weight loss can set goals beyond the scales
Market segmentation
Figure 2: Most popular participation sports, 2010
Athletes start to outrun cyclists
More players may follow footballers in switching sides
The consumer
Figure 3: Most popular locations for participation in sport, 2010 and 2011
Low-cost venues lead the way
Focus delivers frequency
A healthy mind in a healthy body
Figure 4: Most popular attitudes towards participation in sport, June 2011
Sport is cheap, but young players still feel priced out of the market
What we think
ISSUES IN THE MARKET
How will pressure on local government finances affect availability of public sports facilities?
Can the London 2012 Olympics leave a genuine legacy of increased sports participation?
Will the government’s new participation strategy succeed in getting more young people playing?
How are sports gaining in popularity attracting new players?
How can the rise of ‘free’ sports and facilities increase spending on participation?
How can sports providers overcome the main barriers that discourage consumers from taking part?
FUTURE OPPORTUNITIES
Trend: Rebirth of Cities
Trend: Play Ethic
INTERNAL MARKET ENVIRONMENT
Key points
Public provision to remain under pressure
Figure 5: Public leisure centre and private health and fitness club facilities, 2006-11
Government policy changes tack
Participation better priced than people perceive
Figure 6: Average expenditure at UK leisure centres, per admission, 2006-11
Club play approaches Olympic opportunity
Figure 7: Trends in sports club membership, 2006-10
Uncertain future for school sport...
Figure 8: Sports provided in School Sports Partnership Programme schools, 2003/04-2009/10
...leaving clubs to step into the action?
Figure 9: Schools’ links with local clubs, by selected activities, 2003/04-2009/10
Fewer hands up for volunteering
Figure 10: Volunteering in sport, October 2007-10
Participants turn spectators on TV and online
Figure 11: Most popular sports, ranked by rates of participation and of general and media interest, 2010
Magazine sector on the rack
Figure 12: Selected sports magazine circulations, 2008-10
BROADER MARKET ENVIRONMENT
Key points
Pay as you play in a climate of caution
Figure 13: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
Getting fit for what purpose?
Figure 14: Trends in obesity, by gender, 2006-10
Women’s initiatives focus on hurdles
Sport raises its retirement age
Upward mobility makes the accessible and aspirational clash
Consumers look at leisure options beyond the TV
Figure 15: Trends in working hours and leisure time, 2006-10
Can sport and social club together?
Figure 16: UK households, by size, 2006-16
COMPETITIVE CONTEXT
Key points
Consumers still spending on sport
Figure 17: Consumer expenditure on selected leisure goods and activities, 2005-10
Little crossover between playing and watching
Figure 18: Most popular participation, TV and spectator sports, 2010
WHO’S INNOVATING?
Key points
A run in the park
Sky at dawn
BMX goes in at the deep end
Staying (beyond) the course
Clicks for kicks
Start of the festival season
MARKET SIZE AND FORECAST
Key points
Participation growth hits the wall...
Figure 19: Number of adults aged 15+ participating in sport, 2006-10
Figure 20: Participation in at least 30 minutes of moderate-intensity sport at least three times a week, 2007/08-2010/11
...but spending bounces back in time for the Olympics
Figure 21: Consumer expenditure on participation* in sport, 2006-16
Forecast
Figure 22: Forecast of consumer expenditure on participation sports, 2006-16
Forecast methodology
SEGMENT PERFORMANCE
Key points
Regular – but not necessarily frequent
Figure 23: Regular and occasional participation* in sport, 2006-10
Athletics sets new personal bests
Figure 24: Participation in individual sports, 2007/08-2010/11
Cycling suffers a wobble
Footballers switching sides
GOVERNING BODIES
Figure 25: Governing bodies of most popular UK participation sports*, 2011
Athletics/running – UK Athletics
Badminton – Badminton England
Cycling – British Cycling
Figure 26: Sky Ride targets and results, 2010
Figure 27: British Cycling membership, 1950-2010
Football – The Football Association
Golf – Royal and Ancient Golf Club of St Andrews
Swimming – Amateur Swimming Association
Figure 28: Number of facilities, 2009/10
Tennis – Lawn Tennis Association (LTA)
WHICH SPORTS DO WE PLAY?
Key points
We play as individuals – but not narrow-minded ones
Figure 29: Participation in sport, June 2011
Students leaving racquets behind them?
Sporting singles can double up
Figure 30: Repertoire of participation sport activities, June 2011
HOW OFTEN DO WE PLAY SPORT?
Key points
Social games are easily substituted
Figure 31: Frequency of participation in sport, June 2011
Keep the young in training for later play
A new breed of occasional club members?
Adding value to re-engage the lapsed
HOW MUCH DO WE SPEND ON PARTICIPATION IN SPORT?
Key points
Sport is cheap – but consumers don’t recognise value
Figure 32: Average monthly expenditure on participation in sport, June 2011
Focus on fitness to reach free-spirited individuals
Low-cost facilities can host high-value players
Figure 33: Influence of financial considerations on participation in sport, June 2011
Can’t pay, won’t play – cost key for the young
Opening doors for club members
WHERE DO WE PLAY SPORT?
Key points
Public leisure must go beyond the centre
Figure 34: Most popular locations for participation in sport, June 2011
Park gates open onto many participation groups
No middle market in keep-fit?
WHAT DO WE THINK ABOUT PARTICIPATION SPORT?
Key points
Obsession with health leaves little room for fun
Figure 35: Attitudes towards participation in sport, June 2011
What we think drives what we play
Sports fans are all in – non-players are all out
Committed families seek good homes
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 36: Trends in any interest in named sports, 2006-10
Figure 37: TV coverage of selected participation sports, 2006-10
Figure 38: Average charges for sports participation in Scotland, per session, 2010
Figure 39: Average English golf club membership fees, 2008 and 2010
Figure 40: Schoolchildren’s participation in school-linked community sports clubs, 2007/08-2009/10
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 41: Trends in the age structure of the UK population, by gender, 2006-16
Figure 42: Forecast adult population trends, by lifestage, 2006-16
Figure 43: Forecast adult population trends, by socio-economic group, 2006-16
APPENDIX – WHICH SPORTS DO WE PLAY?
Figure 44: Most popular participation in sport, by demographics, June 2011
Figure 45: Next most popular participation in sport, by demographics, June 2011
Figure 46: Other participation in sport, by demographics, June 2011
Figure 47: Least popular participation in sport, by demographics, June 2011
Figure 48: Participation in sport, by most popular participation in sport, June 2011
Figure 49: Participation in sport, by next most popular participation in sport, June 2011
Figure 50: Participation in sport, by next most popular participation in sport, June 2011
Figure 51: Participation in sport, by popular participation in sport, June 2011
Figure 52: Participation in sport, by other participation in sport, June 2011
Figure 53: Participation in sport, by least popular participation in sport, June 2011
Figure 54: Venues for sports participation, by most popular participation in sport, June 2011
Figure 55: Venues for sports participation, by next most popular participation in sport, June 2011
Figure 56: Attitudes towards participation in sport, by most popular participation in sport, June 2011
Figure 57: Attitudes towards participation in sport, by next most popular participation in sport, June 2011
Figure 58: Attitudes towards participation in sport, by other participation in sport, June 2011
Figure 59: Repertoire of participation in sport, by demographics, June 2011
Figure 60: Participation in sport, by repertoire of participation in sport, June 2011
Figure 61: Attitudes towards participation in sport, by repertoire of participation in sport June 2011
APPENDIX – HOW OFTEN DO WE PLAY SPORT?
Figure 62: Any frequency of participation in sport, June 2011
Figure 63: Frequency of participation in any sport, by demographics, June 2011
Figure 64: Participation in sport, by most popular frequency of participation in sport, June 2011
Figure 65: Participation in sport, by next most popular frequency of participation in sport, June 2011
Figure 66: Participation in sport, by next most popular frequency of participation in sport, June 2011
Figure 67: Participation in sport, by popular frequency of participation in sport, June 2011
Figure 68: Participation in sport, by other frequency of participation in sport, June 2011
Figure 69: Participation in sport, by least popular frequency of participation in sport, June 2011
Figure 70: Influence of financial factors on participation in sport, by frequency of participation in sport, June 2011
Figure 71: Venues for sports participation, by most popular frequency of participation in sport, June 2011
Figure 72: Venues for sports participation, by next most popular frequency of participation in sport, June 2011
Figure 73: Attitudes towards participation in sport, by most popular frequency of participation in sport, June 2011
Figure 74: Attitudes towards participation in sport, by next most popular frequency of participation in sport, June 2011
Figure 75: Attitudes towards participation in sport, by other frequency of participation in sport, June 2011
APPENDIX – HOW MUCH DO WE SPEND ON PARTICIPATION IN SPORT?
Figure 76: Average monthly expenditure on participation in sport, by participation in sport, June 2011
Figure 77: Average monthly expenditure on participation in sport, by venues for sports participation, June 2011
Figure 78: Influence of financial factors on participation in sport, by demographics, June 2011
Figure 79: Participation in sport, by influence of financial factors on participation in sport, June 2011
Figure 80: Average monthly expenditure on participation in sport, by influence of financial factors on participation in sport, June 2011
Figure 81: Venues for sports participation, by most popular influence of financial factors on participation in sport, June 2011
Figure 82: Venues for sports participation, by next most popular influence of financial factors on participation in sport, June 2011
APPENDIX – WHERE DO WE PLAY SPORT?
Figure 83: Most popular venues for sports participation, by demographics, June 2011
Figure 84: Next most popular venues for sports participation, by demographics, June 2011
Figure 85: Venues for sports participation, by most popular venues for sports participation, June 2011
Figure 86: Venues for sports participation, by next most popular venues for sports participation, June 2011
Figure 87: Participation in sport, by most popular venues for sports participation, June 2011
Figure 88: Participation in sport, by next most popular venues for sports participation, June 2011
Figure 89: Participation in sport, by next most popular venues for sports participation, June 2011
Figure 90: Participation in sport, by popular venues for sports participation, June 2011
Figure 91: Participation in sport, by other venues for sports participation, June 2011
Figure 92: Participation in sport, by least popular venues for sports participation, June 2011
Figure 93: Frequency of participation in any sport, by venues for sports participation, June 2011
Figure 94: Influence of financial factors on participation in sport, by venues for sports participation, June 2011
Figure 95: Attitudes towards participation in sport, by most popular venues for sports participation, June 2011
Figure 96: Attitudes towards participation in sport, by next most popular venues for sports participation, June 2011
Figure 97: Attitudes towards participation in sport, by other venues for sports participation, June 2011
APPENDIX – WHAT DO WE THINK ABOUT PARTICIPATION SPORT?
Figure 98: Most popular attitudes towards participation in sport, by demographics, June 2011
Figure 99: Next most popular attitudes towards participation in sport, by demographics, June 2011
Figure 100: Other attitudes towards participation in sport, by demographics, June 2011
Figure 101: Attitudes towards participation in sport, by most popular attitudes towards participation in sport, June 2011
Figure 102: Attitudes towards participation in sport, by next most popular attitudes towards participation in sport, June 2011
Figure 103: Attitudes towards participation in sport, by other attitudes towards participation in sport, June 2011
Figure 104: Participation in sport, by most popular attitudes towards participation in sport, June 2011
Figure 105: Participation in sport, by next most popular attitudes towards participation in sport, June 2011
Figure 106: Participation in sport, by next most popular attitudes towards participation in sport, June 2011
Figure 107: Participation in sport, by popular attitudes towards participation in sport, June 2011
Figure 108: Participation in sport, by other attitudes towards participation in sport, June 2011
Figure 109: Participation in sport, by least popular attitudes towards participation in sport, June 2011
Figure 110: Influence of financial factors on participation in sport, by attitudes towards participation in sport, June 2011

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