Insight Workshop 13 th June 2017
Introductions Kelly Gordon Director, KG Sport Ltd
Getting Active Outdoors Report: Understanding the Outdoor Sector Through the eyes of the participant: • Understand the full landscape and market • Customer led – by motivation • Outdoors provision • Mapping tools • Engaging key stakeholders Delivering to customer’s wants and needs.
Aim of Session Using the “Getting Active Outdoors” insight to help partners in Suffolk to: • Improve your understanding of the outdoors market • Improve your understanding of the outdoors and what motivates them to participate • Use the insight and tools to map participants needs against current provsion • Consider current offers, and how much the existing provision satisfies participants needs Session Structure: • 50% insight sharing • 50% practical application
Outdoors Market
Definition of Outdoors Participation Any sport/ physical activity with roots in the outdoors and taking place in the natural environment (not pitches)
Across all Environments
Outdoors Participation Market 43.7m Total Pop. 32.4m Active 24m 18.2m Enjoy the 15.6m Outdoors Regularly Active 8.9m Active 2.8m 2.5m Outdoors Regularly Active Outdoors
Participation Trends & Lifecycle
The Active Person (John, Male, Born: 1954) 24 Got into mountain John wanted biking with John got to do one last 20 mates. All road bike sportive when signed up to John played and gym he turned 50 rugby and off road Work made membership – had to cricket at it harder to sportive for his 40th scrape the 16 school and get to rugby It was rust off the university training difficult to bike find time for sport when 12 the kids were young 8 4 0 Gym Cycling Mountain Bike Cricket Rugby Union
Trends Impacting on Outdoor Activities Modern Shifting Supply 80% of the Young lifestyle Demographics and demand of people do not population lifestyle sports separate online live in cities have risen and offline dramatically activities Perceived The word increased ‘Sport’ is a nervousness reason to not towards using participate open space
Lifecycle of Outdoors Participation 11–15 yrs 11–15 yrs average age 75% never stop start outdoor average age activity start outdoor activity 25 yrs 25 yrs 25% stop for average age stopped a time period average age main outdoors stopped activity main outdoors activity 5% 35 - 44 yrs 5% lapsed indefinitely 20% re start lapsed indefinitely
Outdoors Participation Demographics, Preferences & Motivations
Demographics Majority: Deprived communities: Ethnic Minority population: Reduced number of White (80%); male (65%); 6 times more likely to have visits & closer to home. live in affluent area; middle had no experience of class. outdoors activity.
Location 65% participate over 10 miles from home. 65% starting out are more likely to participate less than 2 miles from home. 65% those with local, good quality infrastructure are more likely to be physically active.
Outdoors Sport and Activities • On average outdoors participants participate in 4 or more activities • 61% participate throughout the year (plus 16% across 3 seasons) but activities likely to change • Gateway activities 27% 24% 14%
Outdoors Sport and Activities: Future Interest
Motivations To Enjoy the Scenery/ For Fresh Air and to To Relax and be Close to Nature Enjoy the Weather De-Stress/Get Away from Modern Life
Motivations Alternative to To Have Fun To Spend Time Traditional Sport with Friends with Family
Participant Motivations: By Segment
24-44yrs Started young Summer ‘Harder’ activities 7% THE ADVENTURER Profile: lives life to the full. Enjoys the sense of adventure and pushing themselves physically. Personal achievement as well as ‘having a good time with their mates’ is important to them. The countryside is a giant playground for Adventurers.
Smallest Segment 20’s/ early 30s 80% male 3% THE THRILL SEEKER Profile: enjoys taking part in extreme sports and other activities involving physical risk. The experience is all about the adrenaline rush. They enjoy being out of control but are willing for someone/ thing else to manage the risk.
All ages Fitness in Nature Social 2 nd Largest Segment Male Frequent & Consistent 21% THE CHALLENGER Profile: put their body on the line and controls the battle against nature. Push self and focused on personal achievement/reaching a goal. They probably don’t enjoy the majority of the experience, enjoyment comes from gaining a sense of control and learning about themselves. Learnings from the experience are applied to life.
Frequent & Consistent Equal male/ female From doorstep 35yrs plus 17% FITNESS IN NATURE Profile: chooses to keep fit outdoors for the fresh air and freedom. Prefers to be exercising outdoors and generally doesn’t like the gym or indoor sports. Sense of physical and mental wellbeing and challenging self is important. Competing is not important.
Females & Older Countryside Largest Segment Family Monthly/ Occasional ‘Softer’ activities 33% THE EXPLORER Profile: sense of being part of and exploring the natural world. Physical activity is driven by emotional purposes and revolves around exploring and learning. May be secondary to other hobbies such as bird watching or photography.
Frequent & Consistent Male Instructors/ Leaders Countryside 9% THE TRIBE MEMBER Profile: committed to their sport or activity and take it very seriously. Training and skill improvement is important to them, as is competing and winning. Likely to be part of a specific club.
Countryside & Water Friends Monthly/Occasional 7% THE LEARNER Profile: primary purpose of visit to outdoors is for learning/personal development, physical activity is used as a means by which to learn/personally develop. These people may discover a love of an outdoors sport/ activity along the way.
Frequent & Consistent Youth Urban Male 4% THE FREESTYLER Profile: predominantly young people who are motivated to take part in alternative freestyle sports for the lifestyle and culture that’s associated with it. Activities are perceived as ‘cool’ and play a role in defining who they are and their lifestyle. Music and fashion are fundamental elements of this lifestyle choice.
Motivation Changes, Activity Changes
Growth Markets: New 18.2m not active, or not active outdoors, 43.7m Total Pop. want to take part 32.4m Active Population FREESTYLER 18.2m CHALLENGER FITNESS IN NATURE
Growth Markets: Existing 31% active outdoors want to do more 8.9m LEARNER Total Active Outdoors CHALLENGER 2.8m ADVENTURER THRILL SEEKER
Outdoors Provision Market
Provision Scale and Proportion
What Participants Want Location; Community Equipment; & People Facility Personal Technical Development Skills
Provision: Supply vs Demand Facility Focussed Marketing and Imagery Iconic locations Find & retain people Location; Quality of key details Community Sense of Belonging Equipment; Specialist equipment & People Role Models Facilities Social Media Majority Sport/Facility Greatest Demand and Specific Offering Potential Self Fulfilment Challenger and Tribe Member Motivational progress Personal workforce Technical Body image / physique Development Sport Specific focus Skills Competence and control Skills coaching Physical and Mental Health Technique led Syllabus (not person) centred
Mapping Participants Needs Against Provision
Mapping Participant Needs Role models Specialist equipment Like minded people Formal “sporting” venue Sport/activity in common Social Logistics Travel Own family unit Location, location, location! Enjoy socialising with others Equipment Body image / physique UKCC coaches focus on Increased performance skill development Motivational progress Syllabus led Skills Self Other specialists Family Adventurer A shared adventure Family achievement Tribe Member Safety briefing Freedom Own skills
Mapping Participants Needs from Provision Example: Family Adventurer – Canoeing at Manley Mere We went as family unit Paddles, Buoyancy Aids,etc Enjoyed meeting others on Canoes! water and socialiising in café Changing facilities Logistics Social afterwards Lunch Car park Safety briefing A shared adventure Skills Self Basic intro to paddling Family achievement We brought own boating skills Confidence builder for son Family Adventurer
Profiling Tool Participant Segment/s: Provision Offer/s: Logistics Social Skills Self
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