Sports Participation - UK - September 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The Market
Figure 1: Consumer expenditure on participation in sport*, 2009-19
Quantity, not quality, drives value growth
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
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
Figure 4: Past-year and future interest in participation in sport, by type of sport, June 2014
Sport becomes less social with age
Figure 5: People sports played or practised with, June 2014
Friendly matches draw the biggest crowds
Figure 6: Modes of participation in sport, June 2014
School venues still just for kids
Figure 7: Venues used for participation in sport, June 2014
Health focus attracts more women
Figure 8: Attitudes towards health and sport, June 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Return to the Experts
Trend: Life – An Informal Affair
Trend: The Nouveau Poor
MARKET DRIVERS
Key points
One venue per 320 people
Figure 9: Access to registered sports facilities in England, by type, December 2013
Public sector still the main player in sport provision
Figure 10: Sports facilities in England, by provider, December 2013
Public and private facility users continue cutting spend
Figure 11: Leisure activities net spending trend* in past 12 months, by sector, July 2013
Can play, won’t play?
Figure 12: How healthy people think they are, April 2014
Consumers take the easier option to improve their health
Figure 13: Changes in healthy habits, April 2014
Fewer people joining the club
Figure 14: Club membership numbers, by sport, 2009-13
Informal volunteering easier to commit to
Figure 15: Average number of volunteers per sports club, 2008-13
Public policy to join up sport, obesity and activity spending?
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
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
Figure 18: Variations in rainfall from long-term (1981-2010) average, January-June 2014
WHO'S INNOVATING?
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
Key points
Regular participation holds on to Olympic gains
Figure 19: Adults participating in moderate-intensity sport for at least 30 minutes a week, 2009-14
Demand beats supply in driving up spend
Figure 20: Consumer expenditure on participation in sport*, 2009-19
Forecast
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
Key points
Cycling jumps ahead of football
Figure 23: Participation in individual sports, 2012/13 and 2013/14*
GOVERNING BODIES
Key points
Sports’ captains
Figure 24: National governing bodies of the UK’s most popular participation sports, July 2014
Amateur Swimming Association
Participation numbers
Figure 25: Weekly and monthly swimming and diving participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 26: Sport England awards through Exchequer and Lottery sources for swimming and diving, 2008/09-2013/14
UK Athletics
Participation numbers
Figure 27: Weekly and monthly athletics participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 28: Sport England awards through Exchequer and Lottery sources for athletics, 2008/09-2013/14
British Cycling
Participation numbers
Figure 29: Weekly and monthly cycling participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 30: Sport England awards through Exchequer and Lottery sources for cycling, 2008/09-2013/14
The Football Association
Participation numbers
Figure 31: Weekly and monthly football participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 32: Sport England awards through Exchequer and Lottery sources for association football, 2008/09-2013/14
The R&A
Participation numbers
Figure 33: Weekly and monthly golf participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 34: Sport England awards through Exchequer and Lottery sources for golf, 2008/09-2013/14
Badminton England
Participation numbers
Figure 35: Weekly and monthly badminton participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 36: Sport England awards through Exchequer and Lottery sources for badminton, 2008/09-2013/14
Lawn Tennis Association
Participation numbers
Figure 37: Weekly and monthly tennis participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 38: Sport England awards Exchequer and Lottery sources for lawn tennis, 2008/09-2013/14
British Equestrian Federation
Participation numbers
Figure 39: Weekly and monthly equestrian participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 40: Sport England awards through Exchequer and Lottery sources for equestrian, 2008/09-2013/14
Bowls England
Participation numbers
Figure 41: Weekly and monthly bowls participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 42: England awards through Exchequer and Lottery sources for bowls, 2008/09-2013/14
England Squash and Racketball
Participation numbers
Figure 43: Weekly and monthly squash and racquetball participation, 2008/09-2013/14
Participation initiatives
Funding
Figure 44: Sport England awards through Exchequer and Lottery sources for squash, 2008/09-2013/14
THE CONSUMER – SPORTS PLAYED
Key points
We play – just not often enough
Figure 45: Sports played in the past 12 months, June 2014
Individuals prefer to go it alone
Figure 46: Participation in individual/keep-fit sports among participants in other types of sport, June 2014
Playing sport becomes a more specialised business
Figure 47: Repertoire of sports played, June 2014
THE CONSUMER – POTENTIAL NEW SPORTS
Key points
Team sports losing contact
Figure 48: Sports interested in playing in the future, June 2014
No sign of team sports enhancing their female appeal
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
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
Key points
Older players become less social
Figure 51: People sports played or practised with, June 2014
Racquet sports get a handle on social play
Figure 52: People sports played or practised with, by type of sport played, June 2014
The family that stays together plays together
Figure 53: Participation in sport with family members, by age of children in household, June 2014
Can team players bring a friend?
Figure 54: Participation in sport as part of a team, by other people played or practised with, June 2014
THE CONSUMER – MODES OF PLAY
Key points
Social play – a sporting habit for all
Figure 55: Modes of participation in sport, June 2014
Competition breeds commitment
Figure 56: Modes of participation in sport, by participation in formal competition, June 2014
Old dogs can’t afford to be taught new tricks
Figure 57: Participation in a one-to-one coaching session, by age, June 2014
The fitness-focused still drawn to the gym
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
Key points
Leisure centres keep sport in the mainstream
Figure 59: Venues used for participation in sport, June 2014
Club players are more frequent players
Figure 60: Participation in sport at a private club, by mode of play, June 2014
More players need to go back to school
Figure 61: Participation in sport at a school, college or university facility, by age, June 2014
Venue repertoires a game of singles
Figure 62: Repertoires of venues used to play sport, June 2014
THE CONSUMER – PERCEPTIONS OF SPORTS PARTICIPATION VENUES
Key points
Methodology
Sport for all fuels leisure centre crowds
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
Key points
Reluctant sportswomen more willing to play on doctor’s orders
Figure 64: Attitudes towards health and sport, June 2014
Sport sugars the pill in improving children’s health
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
Figure 66: Selected attitudes towards sport and health, by participation in sport at a private sports club, June 2014
APPENDIX – MARKET DRIVERS
Figure 67: Trends in BMI of adults in England, by gender, 2009-12
APPENDIX – MARKET SIZE AND FORECAST
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
APPENDIX – THE CONSUMER – SPORTS PLAYED
Figure 70: Most popular sports played in last 12 months, by demographics, June 2014
Figure 71: Next most popular sports played in last 12 months, by demographics, June 2014
Figure 72: Next most popular sports played in last 12 months, by demographics, June 2014
Figure 73: Next most popular sports played in last 12 months, by demographics, June 2014
Figure 74: Other sports played in last 12 months, by demographics, June 2014
Figure 75: Least popular sports played in last 12 months, by demographics, June 2014
Figure 76: Sports played in last 12 months, by most popular sports played in last 12 months, June 2014
Figure 77: Sports played in last 12 months, by next most popular sports played in last 12 months, June 2014
Figure 78: Sports played in last 12 months, by other sports played in last 12 months, June 2014
Figure 79: Sports played in last 12 months, by least popular sports played in last 12 months, June 2014
APPENDIX – THE CONSUMER – POTENTIAL NEW SPORTS
Figure 80: Most popular sports interested in playing in the future, by demographics, June 2014
Figure 81: Next most popular sports interested in playing in the future, by demographics, June 2014
Figure 82: Next most popular sports interested in playing in the future, by demographics, June 2014
Figure 83: Popular sports interested in playing in the future, by demographics, June 2014
Figure 84: Other sports interested in playing in the future, by demographics, June 2014
Figure 85: Least popular sports interested in playing in the future, by demographics, June 2014
Figure 86: Sports interested in playing in the future, by most popular sports played in last 12 months, June 2014
Figure 87: Sports interested in playing in the future, by next most popular sports played in last 12 months, June 2014
Figure 88: Sports interested in playing in the future, by other sports played in last 12 months, June 2014
Figure 89: Sports interested in playing in the future, by least popular sports played in last 12 months, June 2014
Figure 90: Sports interested in playing in the future, by most popular venues used for participation in sport, June 2014
Figure 91: Sports interested in playing in the future, by next most popular venues used for participation in sport, June 2014
APPENDIX – THE CONSUMER – PLAYING PARTNERS
Figure 92: People sports played or practised with, by demographics, June 2014
Figure 93: People sports played or practised with, by people sports played or practised with, June 2014
Figure 94: People sports played or practised with, by most popular sports played in last 12 months, June 2014
Figure 95: People sports played or practised with, by next most popular sports played in last 12 months, June 2014
Figure 96: People sports played or practised with, by other sports played in last 12 months, June 2014
Figure 97: People sports played or practised with, by least popular sports played in last 12 months, June 2014
APPENDIX – THE CONSUMER – MODES OF PLAY
Figure 98: Modes of participation in sport, by demographics, June 2014
Figure 99: Modes of participation in sport, by modes of participation in sport, June 2014
Figure 100: Modes of participation in sport, by most popular sports played in last 12 months, June 2014
Figure 101: Modes of participation in sport, by next most popular sports played in last 12 months, June 2014
Figure 102: Modes of participation in sport, by other sports played in last 12 months, June 2014
Figure 103: Modes of participation in sport, by least popular sports played in last 12 months, June 2014
Figure 104: Modes of participation in sport, by people sports played or practised with, June 2014
APPENDIX – THE CONSUMER – SPORTS PARTICIPATION VENUES
Figure 105: Most popular venues used for participation in sport, by demographics, June 2014
Figure 106: Next most popular venues used for participation in sport, by demographics, June 2014
Figure 107: Venues used for participation in sport, by most popular venues used for participation in sport, June 2014
Figure 108: Venues used for participation in sport, by next most popular venues used for participation in sport, June 2014
Figure 109: Venues used for participation in sport, by most popular sports played in last 12 months, June 2014
Figure 110: Venues used for participation in sport, by next most popular sports played in last 12 months, June 2014
Figure 111: Venues used for participation in sport, by other sports played in last 12 months, June 2014
Figure 112: Venues used for participation in sport, by least popular sports played in last 12 months, June 2014
Figure 113: Venues used for participation in sport, by people sports played or practised with, June 2014
Figure 114: Venues used for participation in sport, by modes of participation in sport, June 2014
Figure 115: Repertoire of venues used, June 2014
Figure 116: Venues used for participation in sport, by repertoire of venues used, June 2014
APPENDIX – THE CONSUMER – PERCEPTIONS OF SPORTS PARTICIPATION VENUES
Figure 117: Most popular perceptions of sports participation venues – Local authority leisure centre, by demographics, June 2014
Figure 118: Next most popular perceptions of sports participation venues – Local authority leisure centre, by demographics, June 2014
Figure 119: Most popular perceptions of sports participation venues – Private gym/health club, by demographics, June 2014
Figure 120: Next most popular perceptions of sports participation venues – Private gym/health club, by demographics, June 2014
Figure 121: Most popular perceptions of sports participation venues – Private sports club, by demographics, June 2014
Figure 122: Next most popular perceptions of sports participation venues – Private sports club, by demographics, June 2014
Figure 123: Most popular perceptions of sports participation venues – School/college/university, by demographics, June 2014
Figure 124: Next most popular perceptions of sports participation venues – School/college/university, by demographics, June 2014
Figure 125: Most popular perceptions of sports participation venues – Local authority sports ground, by demographics, June 2014
Figure 126: Next most popular perceptions of sports participation venues – Local authority sports ground, by demographics, June 2014
APPENDIX – THE CONSUMER – SPORT AND HEALTH
Figure 127: Most popular attitudes towards health and sport, by demographics, June 2014
Figure 128: Next most popular attitudes towards health and sport, by demographics, June 2014
Figure 129: Other attitudes towards health and sport, by demographics, June 2014
Figure 130: Attitudes towards health and sport, by most popular attitudes towards health and sport, June 2014
Figure 131: Attitudes towards health and sport, by next most popular attitudes towards health and sport, June 2014
Figure 132: Attitudes towards health and sport, by other attitudes towards health and sport, June 2014
Figure 133: Attitudes towards health and sport, by most popular sports played in last 12 months, June 2014
Figure 134: Attitudes towards health and sport, by next most popular sports played in last 12 months, June 2014
Figure 135: Attitudes towards health and sport, by other sports played in last 12 months, June 2014
Figure 136: Attitudes towards health and sport, by least popular sports played in last 12 months, June 2014
Figure 137: Attitudes towards health and sport, by people sports played or practised with, June 2014
Figure 138: Attitudes towards health and sport, by modes of participation in sport, June 2014
Figure 139: Attitudes towards health and sport, by most popular venues used for participation in sport, June 2014
Figure 140: Attitudes towards health and sport, by next most popular venues used for participation in sport, June 2014