Amateur Rowing Association Strategic Plan 2009-13
The Vision “ ” New participants through new activities “ Rowing for life through clubs with excellent facilities ” and well-supported volunteers “ Inspiration through success on the world stage and at London 2012 ”
Strategy for Rowing 2009-13 • Building on success, from Olympic medals to growing participation base • ‘Once in a lifetime’ opportunity to create a lasting legacy from the London 2012 Games for future generations • Clubs are the key to our future – investment in facilities,coaching and volunteers are key in underpinning participation and talent • We have concentrated on building our junior programmes in the last few years, we now have over 80 Clubmark clubs with vibrant junior sections and we must maintain and grow our support for them • New challenge is to attract more adults to the sport, and retain more rowers in the sport – they will create the critical mass we need to sustain our clubs as enthusiastic participants and the volunteers of the future
Active People Research A major research project by Sport England showed that - • 77,000 participants (aged 16+) took part in rowing once in the last month. There is a ‘latent demand’ of 56,000 Of these – • 23,947 took part less than once a week (31.1%) • 18,326 took part once a week (23.6%) • 10,472 took part twice a week (13.6%) • 24,332 took part on at least 3 days a week (31.6%) • Rowing is the fourth highest of all sports in terms of frequency of participation (31.6%) • The focus for Sport England is participants aged 16+
Rowing specific research The BOA’s scheme to link Olympic NGBs with FTSE100 companies has resulted in an excellent partnership between the ARA and AstraZeneca At the end of 2007 and early 2008 AZ commissioned some extensive research through TNS • Qualitative research with focus groups from the south, midlands and north • Quantitative research with 1000 members of the public (the market) • And 500 ARA members (the members) • The following slides show some of the results -
Non Rowers: Likelihood to Consider Rowing in Future Almost one third of those who have never participated in rowing say they would be likely to consider it Very/quite likely 80 Quite/very unlikely 67 70 64 60 55 50 44 40 36 29 30 20 10 0 Lapsed - stopped in last year Lapsed - stopped >1 yr (127) Never actively participated in (14)* rowing (852) ARA Market Survey Source : TNS Face-to-Face Omnibus 13th-17th March 2008. All who do not row 993. *Caution – low base Q1bii. Have you ever actively participated in Rowing?
Likelihood to Consider Rowing in Future by Demographics 16-34s significantly more likely to consider rowing in the future than any other group. 35+ are most closed to the idea Very/quite likely 80 74 Quite/very unlikely 70 65 63 63 63 62 60 48 48 50 40 36 35 33 31 30 30 23 20 10 0 Total (993) Male (496) Female (498) 16-34 (392) 35+ (602) ABC1 (531) C2DE (462) ARA Market Survey Source : TNS Face-to-Face Omnibus 13th-17th March 2008. All who do not row 993. Q6a. I’d now like you to think specifically about the sport of Rowing. If you had the opportunity to try Rowing on the water with a qualified coach there to help you, how likely would you be to try Rowing?
Aspects of Rowing Which Are Discouraging Confidence in water and the fact that it‟s just never been considered and perceived lack of availability are the main barriers Don't feel confident in water 18 Just never considered it 18 No opportunity in local area 11 Only for younger people 8 Job to be done on Takes too much commitment 7 Awareness? Wouldn't know where to go to find out about it 6 Would have to buy lots of expensive equipment 5 Take up too much time 5 Don't think would fit in with other rowers 4 Not interested/doesn't appeal 3 Disabled 2 Too technical 2 Rowing clubs unwelcoming 2 Not fit enough/ill 2 Back injury 2 0 2 4 6 8 10 12 14 16 18 20 % ARA Market Survey Source : TNS Face-to-Face Omnibus 13 th -17 th March 2008. All who do not row 993. Answers >2% only. Q8. And which of the following reasons best explain what discourages you from trying rowing?
Aspects of Rowing Which Appeal Keeping fit and being out on the river are most appealing to non-rowers Keeps you really fit 47 Being out on river 43 Different from other sports 36 35 Part of a team 21 Gives real sense of achievement Socialising with other rowers 20 Competitive 16 Stylish sport 10 14 Other 11 Nothing 0 5 10 15 20 25 30 35 40 45 50 % ARA Market Survey Source : TNS Face-to-Face Omnibus 13th-17th March 2008. All who do not row 993. Q7. Which, if any, of the following aspects of Rowing do you think would appeal to you?
Aspects of Rowing Which Appeal Keeping fit and being out on the river are most appealing to non-rowers Keeps you really fit 47 Being out on river 43 Different from other sports 36 35 Part of a team 21 Gives real sense of achievement Socialising with other rowers 20 Competitive 16 Stylish sport 10 14 Other 11 Nothing 0 5 10 15 20 25 30 35 40 45 50 % ARA Market Survey Source : TNS Face-to-Face Omnibus 13th-17th March 2008. All who do not row 993. Q7. Which, if any, of the following aspects of Rowing do you think would appeal to you?
Ideas Which Would Encourage Trial Recreational rowing is the most appealing followed by a low cost membership to a club – softer positioning of the sport? Opportunity to row recreationally / tour rivers at own pace 41 Low cost membership to club - use facilities & learn basics 37 Learn-to-row course for adults 34 Summer only membership - basic training & off-peak rowing 28 Low cost membership - row during times when competitor 26 rowers not using facilities Comp for gym rowers: include day of finals on water. Training Those who use rowing 20 given machine at gym 45% New comp for people with no time or don't train hard very/quite likely 20 Opportunity to do endurance events 12 National programme for people train hard & compete 11 0 5 10 15 20 25 30 35 40 45 ARA Market Survey Source : TNS Face-to-Face Omnibus 13th-17th March 2008. All who do not row 993. Q9. Shown below are list of ideas to encourage people to consider trying Rowing on the water. For each one please indicate how like it would be to encourage you to consider trying Rowing on the water, please bear in mind you will have qualified instructors to help you learn the ropes
Summary & Consideration Points • When prompted, there are nearly 7 million consumers who row at the gym – clearly indicating a target for outdoor Rowing, with nearly half claiming to be very/quite likely to consider taking up the sport. These consumers tend to be younger, upmarket males which would appear to be a natural fit with Rowing (competition for gym rowers appears to be a good idea). • Recent lapsed Rowers appear to be ex-students – there should be something in place to ensure these consumers are retained. • There is a job to be done on awareness of the sport, with 18% of non-Rowers having never considered it, 11% claiming that there is no opportunity in their area and another 6% not knowing where to go to find information. • Being out on the river and being unique would seem to offer the sport its USP – this is something to be communicated to non-Rowers. o With the correct communication, it appears that there are plenty of consumers who would consider the sport. Targeting gym goers appears to be a sensible direction.
Aspects of Rowing Which Appeal Keeping fit and being out on the river are most appealing to members as well as the market Being out on the river 85% It keeps you really fit 76% Being part of a team 74% It can give you a real sense of achievement 62% Being able to socialise with other rowers 60% Competing against other clubs./ people 58% It’s different from other sports Market 39% It’s a stylish sport Members 13% Other 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % ARA Member Survey Source : TNS Online Survey. (314) Q7. Which of the following aspects of Rowing most appeal to you?
Sports / Fitness Activities Participated In Apart from rowing, members are keen gym goers, joggers and cyclists. Rowing 94% Going to the Gym 49% Jogging/ Average number of 42% Cycling activities = 3.04 41% Swimming 24% Sailing 7% Golf 7% Market Football 7% Tennis 6% Members Rugby 3% Hockey 3% Netball 2% Canoeing 2% Cricket 1% Other 13% None at all 1% 0% 20% 40% 60% 80% 100% ARA Member Survey Most popular ‘Other’ responses were Horse Riding, Skiing and Squash Source : TNS Online Survey (314). Q1a. Which, if any, of the following sports or fitness activities do you actively participate in nowadays?
How Often Participate in any Sport / Fitness Activity 93% of members exercise at least twice a week, while almost three quarters row at least twice each week. 2.5% 1.0% 6.7% 8.0% 1.9% 3.8% 1.6% 2.9% 22.0% 24.2% 14.0% 68.5% 43.0% 5+ times a week 3 or 4 times a week 3+ times a week 2 or 3 times a week 2 or 3 times a week Once a week Once a week 2 or 3 times a month 2 or 3 times a month Once a month Less Often Once every 2-3 months Less often ARA Member Survey Source : TNS Online Survey. (314) Q3&4. Overall how often do you participate in any sports and fitness activities? And how often to you row on water?
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