Amateur Rowing Association Strategic Plan 2009-13 The Vision - - PowerPoint PPT Presentation

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

• ur 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

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?

64 55 29 36 44 67 10 20 30 40 50 60 70 80 Lapsed - stopped in last year (14)* Lapsed - stopped >1 yr (127) Never actively participated in rowing (852) Very/quite likely Quite/very unlikely

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

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?

33 36 31 48 23 35 30 63 62 65 48 74 63 63 10 20 30 40 50 60 70 80 Total (993) Male (496) Female (498) 16-34 (392) 35+ (602) ABC1 (531) C2DE (462) Very/quite likely Quite/very unlikely

Aspects of Rowing Which Are Discouraging

2 2 2 2 2 3 4 5 5 6 7 8 11 18 18 2 4 6 8 10 12 14 16 18 20 Back injury Not fit enough/ill Rowing clubs unwelcoming Too technical Disabled Not interested/doesn't appeal Don't think would fit in with other rowers Take up too much time Would have to buy lots of expensive equipment Wouldn't know where to go to find out about it Takes too much commitment Only for younger people No opportunity in local area Just never considered it Don't feel confident in water %

Confidence in water and the fact that it‟s just never been considered and perceived lack of availability are the main barriers

ARA Market Survey Source : TNS Face-to-Face Omnibus 13th-17th 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?

Job to be done on Awareness?

11 14 10 16 20 21 35 36 43 47 5 10 15 20 25 30 35 40 45 50 Nothing Other Stylish sport Competitive Socialising with other rowers Gives real sense of achievement Part of a team Different from other sports Being out on river Keeps you really fit %

Aspects of Rowing Which Appeal

Keeping fit and being out on the river are most appealing to non-rowers

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

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?

11 14 10 16 20 21 35 36 43 47 5 10 15 20 25 30 35 40 45 50 Nothing Other Stylish sport Competitive Socialising with other rowers Gives real sense of achievement Part of a team Different from other sports Being out on river Keeps you really fit %

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?

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 11 12 20 20 26 28 34 37 41 5 10 15 20 25 30 35 40 45

National programme for people train hard & compete Opportunity to do endurance events New comp for people with no time or don't train hard Comp for gym rowers: include day of finals on water. Training given Low cost membership - row during times when competitor rowers not using facilities Summer only membership - basic training & off-peak rowing Learn-to-row course for adults Low cost membership to club - use facilities & learn basics Opportunity to row recreationally / tour rivers at own pace

Those who use rowing machine at gym 45% very/quite likely

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.

• 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

ARA Member Survey Source : TNS Online Survey. (314)

• Q7. Which of the following aspects of Rowing most appeal to you?

5% 13% 39% 58% 60% 62% 74% 76% 85%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Other It’s a stylish sport It’s different from other sports Competing against other clubs./ people Being able to socialise with other rowers It can give you a real sense of achievement Being part of a team It keeps you really fit Being out on the river % Market Members

Sports / Fitness Activities Participated In

Apart from rowing, members are keen gym goers, joggers and cyclists.

ARA Member Survey Source : TNS Online Survey (314).

• Q1a. Which, if any, of the following sports or fitness activities do you actively participate in nowadays?

1% 13% 1% 2% 2% 3% 3% 6% 7% 7% 7% 24% 41% 42% 49% 94%

0% 20% 40% 60% 80% 100%

None at all Other Cricket Canoeing Netball Hockey Rugby Tennis Football Golf Sailing Swimming Cycling Jogging/ Going to the Gym Rowing

Market Members

Average number of activities = 3.04

Most popular ‘Other’ responses were Horse Riding, Skiing and Squash

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.

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?

8.0% 22.0% 43.0% 14.0% 1.6% 6.7% 1.9% 2.9%

5+ times a week 3 or 4 times a week 2 or 3 times a week Once a week 2 or 3 times a month Once a month Once every 2-3 months Less often

68.5% 24.2% 1.0% 2.5% 3.8%

3+ times a week 2 or 3 times a week Once a week 2 or 3 times a month Less Often

Exercise Equipment Used Regularly at Gym

The rowing machine and weights are the most commonly used pieces

• f equipment used by members that go to the gym. The large over-index on the

bench press indicates the physicality of the sport

ARA Member Survey Source : TNS Online Survey. All who go to gym 154.

• Q2. Which of the following types of exercise equipment do use regularly in the Gym?

6% 9% 36% 47% 51% 55% 73% 98%

0% 20% 40% 60% 80% 100% Other Step Machine Cross Trainer Running Machine Bench Press Bike Weights Rowing Machine % Market Members

Average pieces of equipment used = 3.74

Summary & Consideration Points

• Along with Rowing, members are likely to go to the gym, jog/run and
• cycle. These are all competing for disposable income and disposable time.
• When members go to the gym, they are likely to use the rowing machine –

further illustrating the competition of this facility.

• They are also likely to use the bench press and weights – further

illustrating their physical nature.

• While over 40% of members are competition rowers, there is a significant

share who are recreational rowers, who well could encourage others to join.

• Members are far more likely to exercise to compete, further alienating any

more casual rowers.

• Members are extremely focused on exercise and the physical, competitive

nature of their exercise. This positioning may be a barrier to entry for many.

Continued Participation

ARA Member Survey Source : TNS Online Survey. (314)

• Q13. Do you think you will still be actively Rowing for the foreseeable future?

Two thirds of members „Definitely Will‟ continue to row, while another 30% „Probably Will‟. Interestingly of this 95% only ?? Actually do continue to row.

65.0% 29.6% 3.8% 1.6% Definitely will Probably will Probably will not Definitely will not

Aspects of Rowing Which Are Discouraging

Time Availability and Expense are the main discouraging elements among Members

ARA Member Survey Source : TNS Online Survey. (314)

• Q11. Which of the following aspects of Rowing are less appealing to you?

16% 1% 3% 4% 9% 10% 25% 48% 51% 0% 10% 20% 30% 40% 50% 60% Other It is too technical It’s only for younger people I don’t fit in with other rowers It’s too competitive Rowing clubs are unwelcoming It takes too much commitment Rowing equipment is expensive It takes up so much time % Is this a concern given the costs of other activities undertaken – Gym? Golf?

Improving the Experience of Rowing

Further competitions and tours appear to be the most popular, although the more casual ideas are also popular – two pronged approach?

ARA Member Survey Source : TNS Online Survey. (314)

• Q7. Which of the following aspects of Rowing most appeal to you?

17% 17% 29% 32% 32% 33% 38% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Marathons or mini-marathons Local competitions in which rowers who take part in ARA calendar events are not allowed to enter A low cost ARA membership that allows me to compete in local competitions. My club encouraging me to carry on rowing even though I don’t want to train or compete regularly Fun competitions where boats are provided by the host

• rganisers

Summer Head Races Tours with overnight stays in Britain and abroad Competitions organised so that you have a minimum of 3 races %

Summary & Consideration Points

• 95% of members claim to want to continue rowing, although only 75% do
• This suggests that members might be able to continue rowing if it was

more tailored to their needs

• The majority of the listed ideas to improve the experience of rowing seem

to be popular, with further competitions and tours as well as the more casual ideas all getting approval.

• When given the opportunity to tell the ARA their personal opinion, the

main comments were based on having less time commitment, cheaper costs, better coaching and training, more funding at their clubs, less competitive environment and more casual/social rowing.

• It also appears that there are two different groups that need to be

approached differently, the dedicated core and the, potentially larger, casual group

Summary & Consideration Points

There are two different groups that need to be approached differently, the dedicated core and the, potentially larger, casual group

Dedicated, physical, love competition (400,000-900,000) Casual approach to exercise, recreational, social, fun. Lapsed rowers (3m) Gym rowers considerers (3m)

Sport England: Strategic Outcome 3 - Grow

Aim To grow the number of people taking part in sport Sport England Target Increase regular participation in sport by 1m by 2013 (500,000 through NGBs) This will be measured through the Active People Survey

ARA Target

100,000 people to have rowed within the last month 10,000 new rowers participating in sport once a week A contribution of 4,000 towards the 5-hour offer

Grow – Target groups

• Use Active People and AZ/TNS research as basis of a targeted marketing

plan

• Indoor rowers
• Parents & Friends of young rowers
• Higher Education Students
• Adaptive rowers (rowers with disabilities)
• ‘Lapsed Rowers’ and current rowers who are likely to drop out mainly due

to time and lifestyle commitments

• People who ‘drop-out’ of other sports, particularly 45+ (identified through

Active People survey)

Grow Interventions

The following interventions for Grow will also contribute substantially to the Sustain targets

• 50 packages of ‘stable boats’ will be at the heart of the learn to row programme, and

the subsequent ‘row regularly’ programme. At least one boat in each package to be eq equipped for

• r adap

adaptive rowing.

• A much wider ‘menu’ of activities for those who want to row, both competitively

an and to to keep eep fi fit t and and for

• r en

enjo joyment is s ne needed

• The new ‘menu’ will include personal challenges, distance or endurance events

(marathons), to touring, loc

• cal com
• mpetitions for
• r Sun

Sunday aft fternoo

• ons, sum

summer evenings, etc.

• Th

The pr programme will will su subsequently gr grow and and be be su sustained through ne new vol

• lunteers

generated fr from the part participants in n these ac acti tivities

• The availability of coaching and training delivered by qualified coaches and trained volunteers

is essential

• Modern, fit for purpose facilities are essential and underpin all on-water rowing activity

Grow Interventions

• UKCC L1&L2 qualifications and CPD for indoor rowing coaches to provide

instruction in basic technique and advice & signposting to rowing on the water and other sports delivered through fitness industry

• Increase the number of people taking part in indoor rowing through

partnerships with the fitness industry and specialist agencies, e.g. ISPAL, EFDS, YST.

• Contribute towards the 5 hour offer through promoting indoor rowing

clubs in schools and via ‘Indoor Rowing in Secondary Schools’ training

• Directly engage 4000 young people in rowing through the PESSYP

programme

New Boats

• 50 ‘packages’ of boats appropriate for adult learn to row and the new fun

competitions and personal challenges, value approx. £25,000

• We will define the criteria, the boats should be stable, light, durable,

reasonable cost, adaptable for different users etc.

• Each package will have at least one boat suitable for adaptive rowers.
• When criteria has been decided we will see if there is a suitable boat

currently available, if not invite competitive process to develop an appropriate boat type

• Clubs receiving boats will contribute 50% of the cost
• Clubs will be required to run at least 2 competitions per year using the

boats

• Clubs will be required to make boats available to visiting rowers for a

minimum number of days each year

Row Regularly Programme

• 12 week adult learn to row course
• Coach available for 2 hours each week (24 hours)
• Followed by 38 weeks where coach is available for 1 hour

each week

• Club receives payment for coaching time
• Club chooses to pay coach, or if willing volunteer is available

at required times, fee will be donated to club funds

• Clubs will be required to run a minimum of 4 courses per year

(average 10 people per course)

• Retention rate to be 50% – 75%

New Activities

• “Fun” regattas, e.g. Sunday afternoon or summer evening series for parents,

Wednesday afternoon series for students

• Summer heads
• ‘Non-status’ events
• Medium and long distance row (marathons)
• Personal challenges where rowers could accumulate miles, or a series of events

(similar to Munro climbing).

• The last two would be very suitable for sponsored events and equally suitable for

non-competitive rowers to just enjoy rowing at a different venue

• The aim of all the above would be for the competitors to go to the boats, similar to

‘committee boats’.

• All the above would be supported through IT and the website where records could

be logged, venues detailed etc.

• Dualthlons (rowing and cycling or rowing and another sport (s)

Current Structure

?

Proposed Structure

?

Sport England: Strategic Outcome 2 - Sustain

Aim To sustain participation in sport SE and ARA Target To put in place interventions that will increase satisfaction within their sport by at least 5% by year 4

Knowledge of the ARA

Half of members only know a little about what the ARA does for rowing in England, however over 80% of members consider the ARA to be good, very good or excellent at developing the sport.

ARA Member Survey Source : TNS Online Survey. (314)

• Q17. Which of the following statements best describes your knowledge and experience of the Amateur Rowing

Association?

• Q19. And overall how would you rate the success of the ARA in developing rowing in England?

11% 51% 5% 33% I know a lot I know quite a lot I know a little I know nothing 5% 32% 15% 2% 46% Excellent Very Good Good Fair Poor

Knowledge and Experience of the ARA Rating the Success of the ARA in Developing Rowing in England

Sustain Interventions

Increase satisfaction by supporting clubs,(open, HE and schools) and accredited indoor rowing centres to develop their infrastructure to provide an excellent sporting environment

• modern, fit-for-purpose facilities essential for all on-water rowing -

boat storage, toilets, showers and preferably a club-room required for every activity, training, competition, recreation.

• funding for boat fleets to provide fit for purpose equipment
• qualifications and CPD for coaches to provide high quality coaching
• quality experience, training for volunteers - Child Protection, Water

Safety, running

• qualifications and CPD for indoor rowing coaches to provide

instruction in basic technique and advice & signposting to rowing on the water and other sports

Sustain Interventions

• quality assurance - ARA club accreditation scheme and Clubmark
• stable boat packages for new competitions to fit peoples’ lifestyles

thus retaining them in the sport

• new activities for people with less time - personal challenges,

tours, duathlon (rowing and cycling or another sport)

• support and advice on planning, development, coaching, local

partnerships etc from the coaching and development team

• coaching for competition pathways through Club & Coach

programme

• UKCC training for coaches
• recruitment and training for umpires and volunteers to run

national competition programme

Sport England: Strategic Outcome 1 - Excel

The Aim To develop and accelerate talent Sport England Target Well-defined and appropriate talent support systems for each sport, resulting in more talented performers moving on to elite programmes and succes ARA Target To increase the breadth and quality of the talent pool, including coaches through 13 High Performance club programmes and improving coacg education, especially in Club & Coach programme clubs

Excel - Interventions

Increase the breadth and depth of the talent pool of athletes

• Target the talent pool aiming to move 20% of the athletes to the next

status level (new competition status system)

• Support 49 high quality environments through the club and coach

programme

• Support athletes in the talent pool through Level 3 qualified coaches

aiming for at least 1 L3 coach in 50% of clubs involved in higher status competition

Conclusion and next steps

• Our Plan has been submitted to Sport England, they will come back to us

during September with any queries about the clarity of the Plan

• The final plan must be submitted to 25th October, and we will be working

with our SE Implementation team before the plan is finalised

• We will know the outcome of the funding application by the end of

December 2008

• From October onwards we will be working on the implementation/action

plan and will be working with the regional rowing councils, ARA committees and the staff team to achieve this

The support & development of rowing in clubs

ARA Clubs

• pportunity to progress to an elite level.

• f facilities. Investment in

• rganising committees

Sustain

Row Regularly

Row Regularly

The Right Type of Boats Existing club adult Learn to Row Courses Adult Learn to Row Courses in 50 clubs A flexible and wide-ranging programme

• f activities

Opportunity to work with BUCS to increase participation Parents & Friends Drop-off from

• ther sports

Latent demand of 56,000

• programme. The boats will be developed

• participation. Rowing is attractive to students

Grow

Competitions & Activities

Competitions & Activities Using Recreational or Stable Boats

Recreational Summer Heads Non-Status Competitions “Fun Regattas” Endurance Events Personal Challenges Tours

Grow & Sustain

Talent Pool

Talent Pool

Mentoring & Fast-Track Programme for Women Coaches UKCC Level 3 & 4 CPD for Club Coaches Grants for Young Athletes Equipment Grants for Boats 10 bases for Adaptive Rowing 49 High Quality Environment Accredited Clubs 8 High Performance Programmes in Clubs

• programme. Sport England small grant

Excel