Table of Contents
Executive Summary
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- The market
- Playing numbers still stalled
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- Figure 1: Adult participation in sport at least twice in the previous 28 days, by type of sport played, 2016-18*
- Spending set to slow
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- Figure 2: Forecast of consumer expenditure on participation* in sport, 2014-24
- Bad weather a blow for cycling and football
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- Figure 3: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
- The consumer
- Opportunity opening around older play
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- Figure 4: Participation in sport (net), July 2017-July 2019
- Leading sports bounce back
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- Figure 5: Most-played sports, July 2017-July 2019
- Spending split between clothing and shoes
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- Figure 6: Purchases made for participation in sport, July 2019
- Sports shops hold out against online competition
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- Figure 7: Channels used to buy sports participation goods, July 2019
- Three quarters of children take part
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- Figure 8: Children’s participation in sport, July 2019
- Parents differ on children’s incentives
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- Figure 9: Incentives to children’s participation in sport, July 2019
- What we think
Issues and Insights
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- What are the opportunities in sport’s pivot from fitness to health?
- The facts
- The implications
- Technology putting the play back into sport
- The facts
- The implications
The Market – What You Need to Know
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- Still no growth in playing numbers
- Sports spending set to slow
- Cycling and football losses blamed on bad weather
- Facility focus on expanding use
- Participation promotion follows policy pivot to health
Market Size and Forecast
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- Still no growth in playing population
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- Figure 10: Adult participation in sport at least twice in the previous 28 days, 2016-18*
- Slowdown in spending on the (membership) cards
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- Figure 11: Forecast of consumer expenditure on participation* in sport, 2014-24
- Forecast
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- Figure 12: Consumer expenditure on participation* in sport, 2014-24
- Forecast methodology
Market Segmentation
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- Cycling and football hit by bad weather
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- Figure 13: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
Market Drivers
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- Facility focus falls on expanding use and access
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- Figure 14: Top 10 types of registered sports facilities in England, August 2018-September 2019
- Public policy prompts pivot from fitness to health
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- Figure 15: Impact of regular physical activity on selected health risks, 2016
- Participation promotion already getting the health kick
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- Figure 16: Sport England We Are Undefeatable campaign, August 2019
- Sport playing catch-up in technology’s data race
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- Figure 17: Frequency of playing video games, by generation, April 2019
Key Players – What You Need to Know
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- Athletics strides out towards new targets
- Swimming membership growth ahead of schedule
- Golf for relaxation: A good walk not spoiled
- Orienteering for the 21st century
- Virtual cycling makes the break
Launch Activity and Innovation
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- Technology’s new take on mass participation events
- Virtual cycling goes racing for real
- GolfPass model lacks youth appeal
- Night rides spotlight gender gap
Governing Bodies
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- Athletics
- Cycling
- Football
- Golf
- Swimming
- Tennis
The Consumer – What You Need to Know
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- Opportunity opening around older play
- Leading sports bounce back
- Spending split between clothing and shoes
- Sports shops hold out against online competition
- Three quarters of children take part
- Parents differ on children’s incentives
Sports Participants
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- Opportunity opening to promote older people’s play
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- Figure 18: Participation in sport (net), July 2017-July 2019
Sports Played
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- More sports need to become a more regular fixture
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- Figure 19: Most-played sports, July 2017-July 2019
- A pressing need to widen women’s interests
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- Figure 20: Participation in sport, by type of activity (net)*, July 2019
Buying for Sport
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- Technology investments can protect vulnerable adults
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- Figure 21: Purchases made for participation in sport, July 2019
- High street specialists still top of the league
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- Figure 22: Channels used to buy sports participation goods, July 2019
- Shops still score on advice
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- Figure 23: Sources of information used to inform purchasing of sports goods for participation purposes, July 2019
Children’s Sport
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- Player pool has breadth – but needs to add depth
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- Figure 24: Children’s participation in sport, July 2019
- Higher visibility can keep up peer pressure
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- Figure 25: Children’s playing partners, July 2019
- Parental opinion divides by gender and wealth
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- Figure 26: Incentives to children’s participation in sport, July 2019
Appendix – Data Sources, Abbreviation and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Fan chart forecast
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- Figure 27: Forecast of consumer expenditure* on participation in sport, 2019-2024
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