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Sports Participation - UK - October 2019

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Playing numbers still stalled
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
Figure 2: Forecast of consumer expenditure on participation* in sport, 2014-24
Bad weather a blow for cycling and football
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
Figure 4: Participation in sport (net), July 2017-July 2019
Leading sports bounce back
Figure 5: Most-played sports, July 2017-July 2019
Spending split between clothing and shoes
Figure 6: Purchases made for participation in sport, July 2019
Sports shops hold out against online competition
Figure 7: Channels used to buy sports participation goods, July 2019
Three quarters of children take part
Figure 8: Children’s participation in sport, July 2019
Parents differ on children’s incentives
Figure 9: Incentives to children’s participation in sport, July 2019
What we think
ISSUES AND INSIGHTS
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
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
Still no growth in playing population
Figure 10: Adult participation in sport at least twice in the previous 28 days, 2016-18*
Slowdown in spending on the (membership) cards
Figure 11: Forecast of consumer expenditure on participation* in sport, 2014-24
Forecast
Figure 12: Consumer expenditure on participation* in sport, 2014-24
Forecast methodology
MARKET SEGMENTATION
Cycling and football hit by bad weather
Figure 13: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
MARKET DRIVERS
Facility focus falls on expanding use and access
Figure 14: Top 10 types of registered sports facilities in England, August 2018-September 2019
Public policy prompts pivot from fitness to health
Figure 15: Impact of regular physical activity on selected health risks, 2016
Participation promotion already getting the health kick
Figure 16: Sport England We Are Undefeatable campaign, August 2019
Sport playing catch-up in technology’s data race
Figure 17: Frequency of playing video games, by generation, April 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW
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
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
Athletics
Cycling
Football
Golf
Swimming
Tennis
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Opportunity opening to promote older people’s play
Figure 18: Participation in sport (net), July 2017-July 2019
SPORTS PLAYED
More sports need to become a more regular fixture
Figure 19: Most-played sports, July 2017-July 2019
A pressing need to widen women’s interests
Figure 20: Participation in sport, by type of activity (net)*, July 2019
BUYING FOR SPORT
Technology investments can protect vulnerable adults
Figure 21: Purchases made for participation in sport, July 2019
High street specialists still top of the league
Figure 22: Channels used to buy sports participation goods, July 2019
Shops still score on advice
Figure 23: Sources of information used to inform purchasing of sports goods for participation purposes, July 2019
CHILDREN’S SPORT
Player pool has breadth – but needs to add depth
Figure 24: Children’s participation in sport, July 2019
Higher visibility can keep up peer pressure
Figure 25: Children’s playing partners, July 2019
Parental opinion divides by gender and wealth
Figure 26: Incentives to children’s participation in sport, July 2019
APPENDIX – DATA SOURCES, ABBREVIATION AND SUPPORTING INFORMATION
Data sources
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Fan chart forecast
Figure 27: Forecast of consumer expenditure* on participation in sport, 2019-2024

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