Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- Regular playing population keeps its shape
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- Figure 1: Forecast of number of adults playing sport at least once a week, 2011-21
- Market moves towards pay-as-you-play
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- Figure 2: Forecast of consumer expenditure on participation* in sport, 2011-21
- Smaller sports enjoy loyalty bonus
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- Figure 3: Adults aged 16+ participating in individual sports on a monthly or more frequent basis, April 2015-March 2016
- Broader tech focus improving access to play
- The consumer
- Participation rates take a dive
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- Figure 4: Sports played in the past 12 months, June 2014 and July 2016
- Future interest takes a broader view
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- Figure 5: Sports interested in playing in the future, June 2014 and July 2016
- Players committed to regular play
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- Figure 6: Frequency of participation in sport, July 2016
- Ahead of the game in wearable tech
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- Figure 7: Use of sports performance-tracking devices, July 2016
- Health benefits dominate thoughts of sport
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- Figure 8: Attitudes towards playing sport, July 2016
- What we think
Issues and Insights
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- How will the performance of tracking devices improve next?
- The facts
- The implications
- Is sport losing out to exercise?
- The facts
- The implications
The Market – What You Need to Know
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- Regular playing population keeps its shape
- Market moves towards pay-as-you-play
- Smaller sports enjoy loyalty bonus
- Artificial pitches making real gains
- Health awareness focuses on fitness first
Market Size and Forecast
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- Regular players stay in the game
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- Figure 9: Adults* participating in moderate-intensity sport for at least 30 minutes a week, 2011-16**
- Consumer caution promotes pay-as-you-play
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- Figure 10: Consumer expenditure on participation* in sport, 2011-21
- Forecast
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- Figure 11: Forecast of number of adults playing sport at least once a week, 2011-21
- Figure 12: Forecast of consumer expenditure on participation* in sport, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
- Consumers likely to put wealth ahead of health
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- Figure 13: Alternative market scenarios for the post-Brexit sports participation market, at current prices, 2016-21
- Figure 14: Detailed post-Brexit scenarios for the sports participation market, at current prices, 2016-21
Segment Performance
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- Individual sports need not be isolationists
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- Figure 15: Adults aged 16+ participating in individual sports on a monthly or more frequent basis, April 2015-March 2016
- Little, but often
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- Figure 16: Sports with the highest proportion of regular participants, April 2015-March 2016
- Occasional sports have room for regular growth
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- Figure 17: Sports with the highest proportion of occasional participants, April 2015-March 2016
Market Drivers
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- Real growth in artificial pitch numbers
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- Figure 18: Registered sports facilities in England, November 2016
- Public provision under threat?
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- Figure 19: Local government spending on arts, museums, libraries, leisure and parks, 2010/11-2019/20
- A healthy mind in a healthy body
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- Figure 20: Attitudes towards health, August 2016
- Fit to play or fit to pay?
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- Figure 21: Changes in perceptions of consumer health, by gross annual household income, August 2016
- Public policy switch side-steps traditional sport
- Rain stops play – and enjoyment
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- Figure 22: Variations in rainfall and hours of sunshine from long-term average, by season, 2015/16
Key Players – What You Need to Know
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- More amateurs getting the professional treatment
- Broader tech focus improving access to play
- Different development strokes for different governing folks
Launch Activity and Innovation
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- Professionalisation of amateurs becomes more inclusive
- Broader tech focus helps widen access
- Mass participation sport for all
- Free football for women
- Enabling the enablers
Governing Bodies
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- Figure 23: National governing bodies of the UK’s most popular participation sports, December 2016
- Amateur Swimming Association
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- Figure 24: Weekly and monthly participation in swimming and diving, 2011/12-2015/16
- The Football Association
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- Figure 25: Weekly and monthly participation in football, 2011/12-2015/16
- UK Athletics
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- Figure 26: Weekly and monthly participation in athletics, 2011/12-2015/16
- British Cycling
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- Figure 27: Weekly and monthly participation in cycling, 2011/12-2015/16
- R&A
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- Figure 28: Weekly and monthly participation in golf in England, 2011/12-2015/16
- Badminton England
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- Figure 29: Weekly and monthly participation in badminton, 2011/12-2015/16
- Lawn Tennis Association
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- Figure 30: Weekly and monthly participation in tennis, 2011/12-2015/16
- British Equestrian Federation
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- Figure 31: Weekly and monthly participation in equestrian sport, 2011/12-2015/16
- England Squash
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- Figure 32: Weekly and monthly participation in squash and racquetball, 2011/12-2015/16
- Bowls England
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- Figure 33: Weekly and monthly participation in bowls, 2011/12-2015/16
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The Consumer – What You Need to Know
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- Participation rates take a dive
- Future interest takes a broader view
- Players committed to regular play
- Ahead of the game in wearable tech
- Health benefits dominate thoughts of sport
Sports Played
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- Participation rates take a dive
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- Figure 34: Sports played in the past 12 months, June 2014 and July 2016
- Participants cut back at all levels of play
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- Figure 35: Repertoire of sports played, June 2014 and July 2016
Potential New Sports
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- Broader horizons for the future
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- Figure 36: Sports interested in playing in the future, June 2014 and July 2016
- Fitness focus stronger than ever
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- Figure 37: Average percentage point change in interest in future participation in sport, by type of activity, June 2014-July 2016
Frequency of Participation
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- Three out of four committed to regular play
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- Figure 38: Frequency of participation in sport, July 2016
- More tracking, more often
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- Figure 39: Frequency of participation in sport, by sports performance-tracking devices currently used, July 2016
Performance Tracking
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- Sports participants leading the technology race
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- Figure 40: Use of sports performance-tracking devices, July 2016
- Power users as brand ambassadors
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- Figure 41: Sports performance-tracking devices interested in using in the future, by sports performance devices currently used, July 2016
Attitudes towards Participation in Sport
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- Playing for (health) kicks
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- Figure 42: Attitudes towards playing sport, July 2016
- Putting fun ahead of function
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- Figure 43: Agreement with the statement ‘Being able to record/measure the sport/activity you do makes it more fun’, by participation in sport and use of performance-tracking devices, July 2016
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 44: Forecast of number of adults playing sport at least once a week, 2016-21
- Figure 45: Forecast of consumer expenditure on participation* in sport, 2016-21
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