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Description

Description

“With participation rates effectively static, growing the player base is now a common challenge for all sports. Breaking down barriers to play, however, will require an individual rather than collective approach as their strength and nature vary significantly from activity to activity.”
– David Walmsley, Senior Leisure Analyst

This Report looks at the following areas:

  • Sports clubs need new players, not just new members
  • How can elite sport do more for grassroots growth?

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • No change in frequent player base
              • Figure 1: Adult participation in sport at least twice in the previous 28 days, November 2015-November 2016 and November 2016-November 2017
            • Rising fees fuel value growth
              • Figure 2: Forecast of consumer expenditure on participation* in sport, 2013-23
            • Fitness focus pressures team sports
              • Figure 3: Twice-monthly adult participation in most popular sports, November 2015-November 2016 and November 2016-November 2017
            • Sports prioritise facility investment
              • Figure 4: Top 10 types of registered sports facilities in England, August 2018
            • The consumer
              • Commitment issues for the occasional player pool
                • Figure 5: Participation in sport (net), June 2014-July 2018
              • No change at top of the table
                • Figure 6: Sports most commonly played in the past 12 months, July 2016-July 2018
              • Most accessible options are right on the doorstep
                • Figure 7: Locations for sports participation, July 2018
              • Deterrents vary from sport to sport
                • Figure 8: Barriers to participation, by sport, July 2018
              • Strong support for more child’s play
                • Figure 9: Priorities for public investment in sport, July 2018
              • What we think
              • Issues and Insights

                • Sports clubs need new players, not just new members
                  • The facts
                    • The implications
                      • How can elite sport do more for grassroots growth?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • No change in playing numbers
                              • Rising fees fuel value growth
                                • Fitness focus puts pressure on team sports
                                  • Sports prioritise facility investment
                                    • Public venues ripe for refurbishment
                                    • Market Size and Forecast

                                      • No net gain in playing numbers
                                        • Figure 10: Adult participation in sport at least twice in the previous 28 days, November 2015-November 2016 and November 2016-November 2017
                                      • Fees lead subs in driving value growth
                                        • Figure 11: Consumer expenditure on participation* in sport, 2013-23
                                      • Forecast
                                        • Figure 12: Forecast of consumer expenditure on participation* in sport, 2013-23
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Team sports lose out on fitness and convenience
                                            • Figure 13: Twice-monthly adult participation in most popular sports, November 2015-November 2016 and November 2016-November 2017
                                        • Market Drivers

                                          • Facility investment aims to improve as much as expand
                                              • Figure 14: Top 10 types of registered sports facilities in England, August 2018
                                            • Can public policy match ambition with provision?
                                                • Figure 15: Age of swimming pools and sports halls in England, 2018
                                              • A key role for clubs in the participation picture
                                                • Figure 16: Active* adults’ club membership rates, by sport, November 2016-November 2017
                                              • Age no barrier to volunteering
                                                  • Figure 17: Volunteering to support sport and physical activity at least twice in the last year, November 2016-November 2017
                                                • Health awareness creating pool of potentials
                                                    • Figure 18: Habits seen as important for staying healthy, August 2017
                                                • Key Players – What You Need to Know

                                                  • New athletics plan hits the ground running
                                                    • Cyclists like to own the road
                                                      • Tennis aims to be open all hours (and weathers)
                                                        • Golf chips away at duration of play
                                                          • Digital technologies putting fun back on the table
                                                          • Governing Bodies

                                                              • Swim England
                                                                • UK Athletics
                                                                  • British Cycling
                                                                    • The FA
                                                                      • R&A
                                                                        • LTA
                                                                        • Launch Activity and Innovation

                                                                          • Golf cuts cost by shortening rounds
                                                                            • Measuring up against Messi
                                                                              • A new type of table service
                                                                                • Swimming enjoys a long-distance romance
                                                                                  • Prescribing parkrun
                                                                                    • Parallel lines up more accessible events
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Commitment issues for the occasional player pool
                                                                                        • No change at top of the table
                                                                                          • Most accessible options are right on the doorstep
                                                                                            • Deterrents vary from sport to sport
                                                                                              • Strong support for more child’s play
                                                                                              • Sports Participants

                                                                                                • A broader focus to expand the player base
                                                                                                  • Looking beyond access and affordability
                                                                                                      • Figure 19: Participation in sport (net), June 2014-July 2018
                                                                                                  • Sports Played

                                                                                                    • No change at top of the table
                                                                                                      • Creating more casual vacancies
                                                                                                        • Figure 20: Sports most commonly played in the past 12 months, July 2016-July 2018
                                                                                                      • Participants hunger for more games
                                                                                                          • Figure 21: Repertoires of sports played, July 2018
                                                                                                      • Locations for Play

                                                                                                        • Participation peaks in the park
                                                                                                            • Figure 22: Locations for sports participation, July 2018
                                                                                                          • Half of players stay in their lane
                                                                                                            • Figure 23: Repertoires of sports participation locations, July 2018
                                                                                                        • Barriers to Participation

                                                                                                          • High hurdles pinpoint obstacles keeping more players out of the race
                                                                                                              • Figure 24: Barriers to participation, by sport, July 2018
                                                                                                          • Investment in Sport

                                                                                                            • Concern for kids unites the generations
                                                                                                                • Figure 25: Priorities for public investment in sport, July 2018
                                                                                                              • There’s no ‘I’ in team – but there is very much a ‘me’...
                                                                                                                  • Figure 26: Prioritisation* of public investment in training more volunteers in sports clubs, by type of sport played during the last year, July 2018
                                                                                                                • Elite sports losing public opinion race
                                                                                                                    • Figure 27: Prioritisation* of public investment in supporting elite athletes, by age, socio-economic status and household income, July 2018
                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                  • Data sources
                                                                                                                    • Abbreviations
                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                      • Forecast methodology
                                                                                                                          • Figure 28: Forecast of consumer expenditure on participation in sport*, 2018-23

                                                                                                                      About the report

                                                                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                      • The Consumer

                                                                                                                        What They Want. Why They Want It.

                                                                                                                      • The Competitors

                                                                                                                        Who’s Winning. How To Stay Ahead.

                                                                                                                      • The Market

                                                                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                      • The Innovations

                                                                                                                        New Ideas. New Products. New Potential.

                                                                                                                      • The Opportunities

                                                                                                                        Where The White Space Is. How To Make It Yours.

                                                                                                                      • The Trends

                                                                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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