Introductions Kelly Gordon Director, KG Sport Ltd Getting Active - - PowerPoint PPT Presentation

Insight Workshop 13th 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

• 50% insight sharing
• 50% practical application

Session Structure:

Outdoors Market

Definition of Outdoors Participation

Any sport/ physical activity with roots in the

• utdoors and taking place in the natural

environment (not pitches)

Across all Environments

43.7m Total Pop. 32.4m Active 15.6m Regularly Active 8.9m Active Outdoors 18.2m 2.5m Regularly Active Outdoors 2.8m

Outdoors Participation Market

24m Enjoy the Outdoors

Participation Trends & Lifecycle

The Active Person

4 8 12 16 20 24

(John, Male, Born: 1954)

Gym Mountain Bike Cycling Cricket Rugby Union

It was difficult to find time for sport when the kids were young John played rugby and cricket at school and university Got into mountain biking with

• mates. All

signed up to

• ff road

sportive Work made it harder to get to rugby training John got road bike and gym membership for his 40th John wanted to do one last sportive when he turned 50 – had to scrape the rust off the bike

Trends Impacting on Outdoor Activities

Shifting Demographics Modern lifestyle 80% of the population live in cities Perceived increased nervousness towards using

• pen space

Supply and demand of lifestyle sports have risen dramatically

The word ‘Sport’ is a reason to not participate

Young people do not separate online and offline activities

Lifecycle of Outdoors Participation

35 - 44 yrs

20% re start

25% stop for a time period

25 yrs

average age stopped main outdoors activity

25 yrs

average age stopped main outdoors activity

5%

lapsed indefinitely

5%

lapsed indefinitely

11–15 yrs

average age start outdoor activity

11–15 yrs

average age start outdoor activity

75% never stop

Outdoors Participation Demographics, Preferences & Motivations

Demographics

Ethnic Minority population:

Reduced number of visits & closer to home. Deprived communities: 6 times more likely to have had no experience of

• utdoors activity.

Majority: White (80%); male (65%); live in affluent area; middle class.

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.

• 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

Outdoors Sport and Activities

27% 14% 24%

Outdoors Sport and Activities: Future Interest

Motivations

For Fresh Air and to Enjoy the Weather To Relax and De-Stress/Get Away from Modern Life To Enjoy the Scenery/ be Close to Nature

Motivations

To Have Fun with Friends Alternative to Traditional Sport To Spend Time with Family

Participant Motivations: By Segment

7%

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.

24-44yrs Started young Summer ‘Harder’ activities

THE ADVENTURER

3%

Profile: enjoys taking part in extreme sports and other activities involving physical risk. The experience is all about the adrenaline rush. They enjoy being

• ut of control but are willing for

someone/ thing else to manage the risk.

Smallest Segment 80% male 20’s/ early 30s

THE THRILL SEEKER

21%

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.

2nd Largest Segment Social Male All ages Fitness in Nature Frequent & Consistent

THE CHALLENGER

Profile: chooses to keep fit

• utdoors for the fresh air and
• freedom. Prefers to be exercising
• utdoors 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.

17%

Equal male/ female Frequent & Consistent From doorstep 35yrs plus

FITNESS IN NATURE

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

• r photography.

33%

Largest Segment Females & Older Family Monthly/ Occasional Countryside ‘Softer’ activities

THE EXPLORER

9%

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.

Frequent & Consistent Male Instructors/ Leaders Countryside

THE TRIBE MEMBER

7%

Profile: primary purpose of visit to

• utdoors 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

• utdoors sport/ activity along the

way.

Countryside & Water Monthly/Occasional Friends

THE LEARNER

4%

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.

Male Youth Urban Frequent & Consistent

THE FREESTYLER

Motivation Changes, Activity Changes

18.2m not active, or not active outdoors, want to take part

Growth Markets: New

FREESTYLER CHALLENGER FITNESS IN NATURE

32.4m Active Population 43.7m Total Pop.

18.2m

31% active outdoors want to do more

Growth Markets: Existing

LEARNER CHALLENGER ADVENTURER THRILL SEEKER

8.9m Total Active Outdoors

2.8m

Outdoors Provision Market

Provision Scale and Proportion

What Participants Want

Location; Equipment; Facility Community & People Technical Skills Personal Development

Provision: Supply vs Demand

Location; Equipment; Facilities Community & People Technical Skills Personal Development Facility Focussed Iconic locations Quality of key details Specialist equipment Challenger and Tribe Member workforce Sport Specific focus Skills coaching Technique led Syllabus (not person) centred Marketing and Imagery Find & retain people Sense of Belonging Role Models Social Media Self Fulfilment Motivational progress Body image / physique Competence and control Physical and Mental Health Greatest Demand and Potential Majority Sport/Facility Specific Offering

Mapping Participants Needs Against Provision

Body image / physique Increased performance Motivational progress

Mapping Participant Needs

Logistics Social Skills Self Specialist equipment Formal “sporting” venue Travel UKCC coaches focus on skill development Syllabus led Other specialists Role models Like minded people Sport/activity in common

Tribe Member Family Adventurer

Location, location, location! Equipment Own family unit Enjoy socialising with others A shared adventure Family achievement Freedom Safety briefing Own skills

Logistics Social Skills Self Paddles, Buoyancy Aids,etc Canoes! Changing facilities Lunch Car park Safety briefing Basic intro to paddling We brought own boating skills A shared adventure Family achievement Confidence builder for son We went as family unit Enjoyed meeting others on water and socialiising in café afterwards

Mapping Participants Needs from Provision Example: Family Adventurer – Canoeing at Manley Mere

Family Adventurer

Logistics Social Skills Self

Profiling Tool

Participant Segment/s: Provision Offer/s:

Group Exercise: Profiling Participants Wants and Needs

On your tables:

• Discuss the segments and identify your best fit segment/s
• Discuss the segment/s your organisation currently targets
• Select one segment per group: what exactly does the participant want from their

activity?

• Consider which of these the participant wants from the provider and list specifics

for each dimension – Logistics; Others; Self; Skills

• Use the profile tool to map the priority/importance for each dimension.

Logistics Social Skills Self Paddles, Buoyancy Aids,etc Canoes! Changing facilities Lunch Car park Safety briefing Basic intro to paddling We brought own boating skills A shared adventure Family achievement Confidence builder for son We went as family unit Enjoyed meeting others on water and socialiising in café afterwards

Mapping Participants Needs from Provision Example: Family Adventurer – Canoeing at Manley Mere

Manley canoeing experience

Group Exercise: Profiling Current Offer

Go back into tables and using ‘worked up’ profile from previous exercise:

• Discuss your organisation’s current offer/s for the identified segment
• Select 1 or 2 of the offers and map onto ‘worked up’ profile
• Discuss the gaps and opportunities. What would any new or future delivery need

to look like?

What Happens Next and With Whom?

• Based on everything you’ve heard and discussed today, go back into tables and

discuss… What are the next steps for:

• Your organisation?

Redesign offers for current customers? Design new offers to attract new customers?

• Future partnerships and collaborations?

So what?

• Growth
• Revenue
• Collaboration
• Diversification

Thank you!

Email: kelly@kgsport.co.uk Mobile: 07801 950490

Link to the full Getting Active Outdoors Report: https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr- spreads.pdf