Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- 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
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- Figure 2: Most popular participation sports, 2010
- Athletes start to outrun cyclists
- More players may follow footballers in switching sides
- The consumer
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- 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
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- 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
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- 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
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- Trend: Rebirth of Cities
- Trend: Play Ethic
Internal Market Environment
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- Key points
- Public provision to remain under pressure
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- Figure 5: Public leisure centre and private health and fitness club facilities, 2006-11
- Government policy changes tack
- Participation better priced than people perceive
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- Figure 6: Average expenditure at UK leisure centres, per admission, 2006-11
- Club play approaches Olympic opportunity
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- Figure 7: Trends in sports club membership, 2006-10
- Uncertain future for school sport...
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- Figure 8: Sports provided in School Sports Partnership Programme schools, 2003/04-2009/10
- ...leaving clubs to step into the action?
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- Figure 9: Schools’ links with local clubs, by selected activities, 2003/04-2009/10
- Fewer hands up for volunteering
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- Figure 10: Volunteering in sport, October 2007-10
- Participants turn spectators on TV and online
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- Figure 11: Most popular sports, ranked by rates of participation and of general and media interest, 2010
- Magazine sector on the rack
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- Figure 12: Selected sports magazine circulations, 2008-10
Broader Market Environment
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- Key points
- Pay as you play in a climate of caution
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- Figure 13: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Getting fit for what purpose?
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- 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
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- Figure 15: Trends in working hours and leisure time, 2006-10
- Can sport and social club together?
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- Figure 16: UK households, by size, 2006-16
Competitive Context
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- Key points
- Consumers still spending on sport
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- Figure 17: Consumer expenditure on selected leisure goods and activities, 2005-10
- Little crossover between playing and watching
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- Figure 18: Most popular participation, TV and spectator sports, 2010
Who’s Innovating?
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- 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
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- Key points
- Participation growth hits the wall...
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- 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
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- Figure 21: Consumer expenditure on participation* in sport, 2006-16
- Forecast
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- Figure 22: Forecast of consumer expenditure on participation sports, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Regular – but not necessarily frequent
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- Figure 23: Regular and occasional participation* in sport, 2006-10
- Athletics sets new personal bests
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- Figure 24: Participation in individual sports, 2007/08-2010/11
- Cycling suffers a wobble
- Footballers switching sides
Governing Bodies
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- Figure 25: Governing bodies of most popular UK participation sports*, 2011
- Athletics/running – UK Athletics
- Badminton – Badminton England
- Cycling – British Cycling
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- Figure 26: Sky Ride targets and results, 2010
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- Figure 27: British Cycling membership, 1950-2010
- Football – The Football Association
- Golf – Royal and Ancient Golf Club of St Andrews
- Swimming – Amateur Swimming Association
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- Figure 28: Number of facilities, 2009/10
- Tennis – Lawn Tennis Association (LTA)
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Which Sports Do We Play?
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- Key points
- We play as individuals – but not narrow-minded ones
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- Figure 29: Participation in sport, June 2011
- Students leaving racquets behind them?
- Sporting singles can double up
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- Figure 30: Repertoire of participation sport activities, June 2011
How Often Do We Play Sport?
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- Key points
- Social games are easily substituted
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- 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?
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- Key points
- Sport is cheap – but consumers don’t recognise value
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- 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
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- 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?
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- Key points
- Public leisure must go beyond the centre
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- 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?
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- Key points
- Obsession with health leaves little room for fun
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- 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
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- Figure 36: Trends in any interest in named sports, 2006-10
- Figure 37: TV coverage of selected participation sports, 2006-10
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- 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
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Appendix – Broader Market Environment
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- 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
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Appendix – Which Sports do we Play?
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- Figure 44: Most popular participation in sport, by demographics, June 2011
- Figure 45: Next most popular participation in sport, by demographics, June 2011
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- Figure 46: Other participation in sport, by demographics, June 2011
- Figure 47: Least popular participation in sport, by demographics, June 2011
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – How Often do we Play Sport?
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- Figure 62: Any frequency of participation in sport, June 2011
- Figure 63: Frequency of participation in any sport, by demographics, June 2011
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – How Much do we Spend on Participation in Sport?
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- 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
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- 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
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- 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
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- Figure 82: Venues for sports participation, by next most popular influence of financial factors on participation in sport, June 2011
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Appendix – Where do we Play Sport?
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 97: Attitudes towards participation in sport, by other venues for sports participation, June 2011
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Appendix – What do we Think About Participation Sport?
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 110: Influence of financial factors on participation in sport, by attitudes towards participation in sport, June 2011
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