Sporting Future: A New Strategy for an Active Nation Nick - - PowerPoint PPT Presentation

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

• New Government in

May 2015

• New Sports Minister
• Spending Review

Policy Context

• 13 years since last sport

strategy

• Sport is more than just

the legacy of 2012

• Sport is more complex

than participation numbers and medals

What does the strategy say?

Sport England to cover age 5+ to boost engagement in community sport for young people. Sporting success - we want to win, domestically and internationally, and not limited to the Olympics. Importance of integrity and safety within sport – through a mandatory new sport governance code and Duty of Care review. Cross departmental working essential for delivery – e.g. with BEIS in delivering Sports Business Council A brand new Framework which sets out broader

• utcomes that sport should deliver.

A new measurement system that reflects the shift to a new outcomes based framework. A broader definition of engagement with sport to include volunteering and spectating. Challenging the sector to be more customer focused and consumer led.

What do we want to achieve?

Physical Wellbeing Mental Wellbeing Individual Development Social and Community Development Economic Development

What do we want to achieve?

Who do we need to target and why?

Why target some groups and not

• thers?

Who plays sport?

35.9% 35.7% 37.4% 37.2% 36.4% 37.6% 38.2% 37.6% 37.7% 36.7% 34.6% 36.6% 36.5% 36.2% 35.6% 36.9% 36.6% 36.1% 35.8% 36.1% 30.6% 32.5% 32.7% 32.4% 31.9% 33.4% 33.2% 32.5% 32.1% 32.4% 30.1% 32.1% 31.5% 31.1% 30.1% 32.3% 31.9% 31.2% 31.2% 31.7% 27.2% 28.8% 28.4% 27.9% 27.2% 27.7% 29.3% 26.1% 25.9% 26.4% 15.3% 17.2% 16.7% 16.8% 18.3% 19.0% 19.1% 17.6% 17.2% 17.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% Oct 05 - Oct 06 Oct 07 - Oct 08 Oct 08 - Oct 09 Oct 09 - Oct 10 Oct 10 - Oct 11 Oct 11 - Oct 12 Oct 12 - Oct 13 Oct 13 - Oct 14 Oct 14 - Sep 15 Apr 15 - Mar 16 Percentage doing at least one 30 minute session of moderate intensity sport Active People Survey Period BAME Whole Population 26+ Female Lower SEG Disabled

How do we deliver effectively?

Putting the customer first

In the past…

• Focused on external

factors alone (cost, physical presence of facilities)

• Treated people like any
• ther passive part of a

system In the future…

• Focus on internal

factors (confidence, emotions, decision making processes)

• Treat people as humans

with a complex set of variables affecting their behaviour

Understanding customer needs and behaviours