Sporting Future: A New Strategy for an Active Nation Nick Pontefract Head of Sport – Department for Culture, Media and Sport
Why did we develop a new strategy? What do we want to achieve? Who do we need to target and why? How do we deliver effectively?
Why did we develop a new strategy?
Why did we develop a new strategy? Political Context Policy Context • New Government in • 13 years since last sport May 2015 strategy • New Sports Minister • Sport is more than just the legacy of 2012 • Spending Review • Sport is more complex than participation numbers and medals
What does the strategy say? A brand new Framework which sets out broader Sport England to cover age 5+ to boost engagement in outcomes that sport should deliver. community sport for young people. A new measurement system that reflects the shift to a Sporting success - we want to win, domestically and new outcomes based framework. internationally, and not limited to the Olympics. A broader definition of engagement with sport to Importance of integrity and safety within sport – include volunteering and spectating. through a mandatory new sport governance code and Duty of Care review. Challenging the sector to be more customer focused and consumer led. Cross departmental working essential for delivery – e.g. with BEIS in delivering Sports Business Council
What do we want to achieve?
What do we want to achieve? Physical Mental Individual Wellbeing Wellbeing Development Social and Economic Community Development Development
Who do we need to target and why?
Why target some groups and not others?
Who plays sport? 40.0% 38.2% Percentage doing at least one 30 minute session of moderate intensity sport 37.7% 37.6% 37.6% 37.4% 37.2% 36.9% 36.7% 36.6% 36.6% 36.5% BAME 36.4% 36.2% 36.1% 36.1% 35.9% 35.8% 35.7% 35.6% 35.0% 34.6% 33.4% 33.2% 32.7% 32.5% 32.5% Whole 32.4% 32.4% 32.3% 32.1% 32.1% 31.9% 31.9% 31.7% 31.5% Population 31.2% 31.2% 31.1% 30.6% 30.1% 30.1% 30.0% 29.3% 28.8% 26+ 28.4% 27.9% 27.7% 27.2% 27.2% 26.4% 26.1% 25.9% 25.0% Female Lower SEG 20.0% 19.1% 19.0% 18.3% 17.6% 17.2% 17.2% 17.0% 16.8% 16.7% Disabled 15.3% 15.0% 10.0% Oct 05 - Oct Oct 07 - Oct Oct 08 - Oct Oct 09 - Oct Oct 10 - Oct Oct 11 - Oct Oct 12 - Oct Oct 13 - Oct Oct 14 - Sep Apr 15 - Mar 06 08 09 10 11 12 13 14 15 16 Active People Survey Period
How do we deliver effectively?
Putting the customer first In the past… In the future… • Focused on external • Focus on internal factors alone (cost, factors (confidence, physical presence of emotions, decision facilities) making processes) • Treated people like any • Treat people as humans other passive part of a with a complex set of system variables affecting their behaviour
Understanding customer needs and behaviours
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