Table of Contents
Executive Summary
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- The Market
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- Figure 1: Consumer expenditure on participation in sport*, 2009-19
- Quantity, not quality, drives value growth
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- Figure 2: Forecast of number of adults playing sport at least once a week, 2009-19
- Market sustains Olympic gains
- Declining regularity sees football relegated from the UK’s top three
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- Figure 3: Weekly or more frequent participation in most popular sports, 2012/13 and 2013/14
- Market Drivers
- Public sector reliance exposes sports provision to spending cuts
- School sport the only outlet for most children’s play
- The Consumer
- Keep-fit focus stays on the individual
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- Figure 4: Past-year and future interest in participation in sport, by type of sport, June 2014
- Sport becomes less social with age
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- Figure 5: People sports played or practised with, June 2014
- Friendly matches draw the biggest crowds
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- Figure 6: Modes of participation in sport, June 2014
- School venues still just for kids
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- Figure 7: Venues used for participation in sport, June 2014
- Health focus attracts more women
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- Figure 8: Attitudes towards health and sport, June 2014
- What we think
Issues and Insights
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- Is diet-beating activity on the healthy living agenda?
- The facts
- The implications
- Can club membership volumes catch up with their value?
- The facts
- The implications
- Will formal competition win its relegation fight?
- The facts
- The implications
Trend Application
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- Trend: Return to the Experts
- Trend: Life – An Informal Affair
- Trend: The Nouveau Poor
Market Drivers
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- Key points
- One venue per 320 people
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- Figure 9: Access to registered sports facilities in England, by type, December 2013
- Public sector still the main player in sport provision
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- Figure 10: Sports facilities in England, by provider, December 2013
- Public and private facility users continue cutting spend
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- Figure 11: Leisure activities net spending trend* in past 12 months, by sector, July 2013
- Can play, won’t play?
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- Figure 12: How healthy people think they are, April 2014
- Consumers take the easier option to improve their health
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- Figure 13: Changes in healthy habits, April 2014
- Fewer people joining the club
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- Figure 14: Club membership numbers, by sport, 2009-13
- Informal volunteering easier to commit to
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- Figure 15: Average number of volunteers per sports club, 2008-13
- Public policy to join up sport, obesity and activity spending?
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- Figure 16: Total annual cost of, and local authority spending on, top-tier public health concerns, 2013/14
- School sport top of the participation class
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- Figure 17: Participation in competitive sport among 5-15-year-olds in and outside school, 2011/12 and 2012/13
- Warmer weather – but rain still stopping play
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- Figure 18: Variations in rainfall from long-term (1981-2010) average, January-June 2014
Who's Innovating?
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- Key points
- Mechanical breaks making waves
- Local knowledge keeps golfers out of the rough
- New twists on running standards
- Hoteliers go the extra mile(s)
- Hack Golf’s hole new ball game
- Amateurs get the professional treatment
Market Size and Forecast
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- Key points
- Regular participation holds on to Olympic gains
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- Figure 19: Adults participating in moderate-intensity sport for at least 30 minutes a week, 2009-14
- Demand beats supply in driving up spend
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- Figure 20: Consumer expenditure on participation in sport*, 2009-19
- Forecast
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- Figure 21: Forecast of number of adults playing sport at least once a week, 2009-19
- Figure 22: Forecast of consumer expenditure on participation in sport*, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Cycling jumps ahead of football
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- Figure 23: Participation in individual sports, 2012/13 and 2013/14*
Governing Bodies
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- Key points
- Sports’ captains
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- Figure 24: National governing bodies of the UK’s most popular participation sports, July 2014
- Amateur Swimming Association
- Participation numbers
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- Figure 25: Weekly and monthly swimming and diving participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 26: Sport England awards through Exchequer and Lottery sources for swimming and diving, 2008/09-2013/14
- UK Athletics
- Participation numbers
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- Figure 27: Weekly and monthly athletics participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 28: Sport England awards through Exchequer and Lottery sources for athletics, 2008/09-2013/14
- British Cycling
- Participation numbers
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- Figure 29: Weekly and monthly cycling participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 30: Sport England awards through Exchequer and Lottery sources for cycling, 2008/09-2013/14
- The Football Association
- Participation numbers
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- Figure 31: Weekly and monthly football participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 32: Sport England awards through Exchequer and Lottery sources for association football, 2008/09-2013/14
- The R&A
- Participation numbers
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- Figure 33: Weekly and monthly golf participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 34: Sport England awards through Exchequer and Lottery sources for golf, 2008/09-2013/14
- Badminton England
- Participation numbers
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- Figure 35: Weekly and monthly badminton participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 36: Sport England awards through Exchequer and Lottery sources for badminton, 2008/09-2013/14
- Lawn Tennis Association
- Participation numbers
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- Figure 37: Weekly and monthly tennis participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 38: Sport England awards Exchequer and Lottery sources for lawn tennis, 2008/09-2013/14
- British Equestrian Federation
- Participation numbers
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- Figure 39: Weekly and monthly equestrian participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 40: Sport England awards through Exchequer and Lottery sources for equestrian, 2008/09-2013/14
- Bowls England
- Participation numbers
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- Figure 41: Weekly and monthly bowls participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 42: England awards through Exchequer and Lottery sources for bowls, 2008/09-2013/14
- England Squash and Racketball
- Participation numbers
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- Figure 43: Weekly and monthly squash and racquetball participation, 2008/09-2013/14
- Participation initiatives
- Funding
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- Figure 44: Sport England awards through Exchequer and Lottery sources for squash, 2008/09-2013/14
The Consumer – Sports Played
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- Key points
- We play – just not often enough
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- Figure 45: Sports played in the past 12 months, June 2014
- Individuals prefer to go it alone
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- Figure 46: Participation in individual/keep-fit sports among participants in other types of sport, June 2014
- Playing sport becomes a more specialised business
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- Figure 47: Repertoire of sports played, June 2014
The Consumer – Potential New Sports
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- Key points
- Team sports losing contact
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- Figure 48: Sports interested in playing in the future, June 2014
- No sign of team sports enhancing their female appeal
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- Figure 49: Future interest in playing selected sports among current non-participants, by gender, June 2014
- Keep-fit sports can find new participants close to home
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- Figure 50: Interest in future participation in selected individual/keep-fit sports among those who play sport in home, June 2014
The Consumer – Playing Partners
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- Key points
- Older players become less social
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- Figure 51: People sports played or practised with, June 2014
- Racquet sports get a handle on social play
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- Figure 52: People sports played or practised with, by type of sport played, June 2014
- The family that stays together plays together
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- Figure 53: Participation in sport with family members, by age of children in household, June 2014
- Can team players bring a friend?
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- Figure 54: Participation in sport as part of a team, by other people played or practised with, June 2014
The Consumer – Modes of Play
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- Key points
- Social play – a sporting habit for all
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- Figure 55: Modes of participation in sport, June 2014
- Competition breeds commitment
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- Figure 56: Modes of participation in sport, by participation in formal competition, June 2014
- Old dogs can’t afford to be taught new tricks
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- Figure 57: Participation in a one-to-one coaching session, by age, June 2014
- The fitness-focused still drawn to the gym
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- Figure 58: Participation in sport as part of a fitness/weight-loss programme, by venue at which sport played, June 2014
The Consumer – Sports Participation Venues
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- Key points
- Leisure centres keep sport in the mainstream
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- Figure 59: Venues used for participation in sport, June 2014
- Club players are more frequent players
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- Figure 60: Participation in sport at a private club, by mode of play, June 2014
- More players need to go back to school
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- Figure 61: Participation in sport at a school, college or university facility, by age, June 2014
- Venue repertoires a game of singles
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- Figure 62: Repertoires of venues used to play sport, June 2014
The Consumer – Perceptions of Sports Participation Venues
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- Key points
- Methodology
- Sport for all fuels leisure centre crowds
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- Figure 63: Perceptions of sports participation venues, correspondence analysis, June 2014
- The gym-averse don’t feel they are missing out
- Clubs need to upgrade perceptions beyond their member base
The Consumer – Sport and Health
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- Key points
- Reluctant sportswomen more willing to play on doctor’s orders
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- Figure 64: Attitudes towards health and sport, June 2014
- Sport sugars the pill in improving children’s health
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- Figure 65: Encouraging children to play sport to develop a healthy lifestyle, by agreement with other statements about sport and health, June 2014
- Sports clubs offer an antidote to the lonely grind of the gym
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- Figure 66: Selected attitudes towards sport and health, by participation in sport at a private sports club, June 2014
Appendix – Market Drivers
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- Figure 67: Trends in BMI of adults in England, by gender, 2009-12
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Appendix – Market Size and Forecast
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- Figure 68: Forecast of number of adults playing sport at least once a week, 2014-19
- Figure 69: Forecast of consumer expenditure on participation in sport*, 2014-19
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Appendix – The Consumer – Sports Played
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- Figure 70: Most popular sports played in last 12 months, by demographics, June 2014
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- Figure 71: Next most popular sports played in last 12 months, by demographics, June 2014
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- Figure 72: Next most popular sports played in last 12 months, by demographics, June 2014
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- Figure 73: Next most popular sports played in last 12 months, by demographics, June 2014
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- Figure 74: Other sports played in last 12 months, by demographics, June 2014
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- Figure 75: Least popular sports played in last 12 months, by demographics, June 2014
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- Figure 76: Sports played in last 12 months, by most popular sports played in last 12 months, June 2014
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- Figure 77: Sports played in last 12 months, by next most popular sports played in last 12 months, June 2014
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- Figure 78: Sports played in last 12 months, by other sports played in last 12 months, June 2014
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- Figure 79: Sports played in last 12 months, by least popular sports played in last 12 months, June 2014
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Appendix – The Consumer – Potential New Sports
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- Figure 80: Most popular sports interested in playing in the future, by demographics, June 2014
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- Figure 81: Next most popular sports interested in playing in the future, by demographics, June 2014
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- Figure 82: Next most popular sports interested in playing in the future, by demographics, June 2014
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- Figure 83: Popular sports interested in playing in the future, by demographics, June 2014
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- Figure 84: Other sports interested in playing in the future, by demographics, June 2014
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- Figure 85: Least popular sports interested in playing in the future, by demographics, June 2014
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- Figure 86: Sports interested in playing in the future, by most popular sports played in last 12 months, June 2014
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- Figure 87: Sports interested in playing in the future, by next most popular sports played in last 12 months, June 2014
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- Figure 88: Sports interested in playing in the future, by other sports played in last 12 months, June 2014
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- Figure 89: Sports interested in playing in the future, by least popular sports played in last 12 months, June 2014
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- Figure 90: Sports interested in playing in the future, by most popular venues used for participation in sport, June 2014
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- Figure 91: Sports interested in playing in the future, by next most popular venues used for participation in sport, June 2014
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Appendix – The Consumer – Playing Partners
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- Figure 92: People sports played or practised with, by demographics, June 2014
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- Figure 93: People sports played or practised with, by people sports played or practised with, June 2014
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- Figure 94: People sports played or practised with, by most popular sports played in last 12 months, June 2014
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- Figure 95: People sports played or practised with, by next most popular sports played in last 12 months, June 2014
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- Figure 96: People sports played or practised with, by other sports played in last 12 months, June 2014
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- Figure 97: People sports played or practised with, by least popular sports played in last 12 months, June 2014
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Appendix – The Consumer – Modes of Play
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- Figure 98: Modes of participation in sport, by demographics, June 2014
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- Figure 99: Modes of participation in sport, by modes of participation in sport, June 2014
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- Figure 100: Modes of participation in sport, by most popular sports played in last 12 months, June 2014
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- Figure 101: Modes of participation in sport, by next most popular sports played in last 12 months, June 2014
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- Figure 102: Modes of participation in sport, by other sports played in last 12 months, June 2014
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- Figure 103: Modes of participation in sport, by least popular sports played in last 12 months, June 2014
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- Figure 104: Modes of participation in sport, by people sports played or practised with, June 2014
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Appendix – The Consumer – Sports Participation Venues
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- Figure 105: Most popular venues used for participation in sport, by demographics, June 2014
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- Figure 106: Next most popular venues used for participation in sport, by demographics, June 2014
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- Figure 107: Venues used for participation in sport, by most popular venues used for participation in sport, June 2014
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- Figure 108: Venues used for participation in sport, by next most popular venues used for participation in sport, June 2014
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- Figure 109: Venues used for participation in sport, by most popular sports played in last 12 months, June 2014
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- Figure 110: Venues used for participation in sport, by next most popular sports played in last 12 months, June 2014
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- Figure 111: Venues used for participation in sport, by other sports played in last 12 months, June 2014
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- Figure 112: Venues used for participation in sport, by least popular sports played in last 12 months, June 2014
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- Figure 113: Venues used for participation in sport, by people sports played or practised with, June 2014
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- Figure 114: Venues used for participation in sport, by modes of participation in sport, June 2014
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- Figure 115: Repertoire of venues used, June 2014
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- Figure 116: Venues used for participation in sport, by repertoire of venues used, June 2014
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Appendix – The Consumer – Perceptions of Sports Participation Venues
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- Figure 117: Most popular perceptions of sports participation venues – Local authority leisure centre, by demographics, June 2014
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- Figure 118: Next most popular perceptions of sports participation venues – Local authority leisure centre, by demographics, June 2014
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- Figure 119: Most popular perceptions of sports participation venues – Private gym/health club, by demographics, June 2014
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- Figure 120: Next most popular perceptions of sports participation venues – Private gym/health club, by demographics, June 2014
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- Figure 121: Most popular perceptions of sports participation venues – Private sports club, by demographics, June 2014
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- Figure 122: Next most popular perceptions of sports participation venues – Private sports club, by demographics, June 2014
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- Figure 123: Most popular perceptions of sports participation venues – School/college/university, by demographics, June 2014
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- Figure 124: Next most popular perceptions of sports participation venues – School/college/university, by demographics, June 2014
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- Figure 125: Most popular perceptions of sports participation venues – Local authority sports ground, by demographics, June 2014
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- Figure 126: Next most popular perceptions of sports participation venues – Local authority sports ground, by demographics, June 2014
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Appendix – The Consumer – Sport and Health
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- Figure 127: Most popular attitudes towards health and sport, by demographics, June 2014
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- Figure 128: Next most popular attitudes towards health and sport, by demographics, June 2014
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- Figure 129: Other attitudes towards health and sport, by demographics, June 2014
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- Figure 130: Attitudes towards health and sport, by most popular attitudes towards health and sport, June 2014
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- Figure 131: Attitudes towards health and sport, by next most popular attitudes towards health and sport, June 2014
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- Figure 132: Attitudes towards health and sport, by other attitudes towards health and sport, June 2014
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- Figure 133: Attitudes towards health and sport, by most popular sports played in last 12 months, June 2014
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- Figure 134: Attitudes towards health and sport, by next most popular sports played in last 12 months, June 2014
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- Figure 135: Attitudes towards health and sport, by other sports played in last 12 months, June 2014
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- Figure 136: Attitudes towards health and sport, by least popular sports played in last 12 months, June 2014
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- Figure 137: Attitudes towards health and sport, by people sports played or practised with, June 2014
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- Figure 138: Attitudes towards health and sport, by modes of participation in sport, June 2014
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- Figure 139: Attitudes towards health and sport, by most popular venues used for participation in sport, June 2014
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- Figure 140: Attitudes towards health and sport, by next most popular venues used for participation in sport, June 2014
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