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UK Sports Participation market report

Covered in this report

The sports participation market remains broadly flat in volume terms, while leisure spending indicators and an apparent end to recent rises in club membership fees have led to a slowdown in value growth.

However, a new public policy and promotional focus on activity for health could open a fresh set of opportunities for sports providers to expand their player pool.

Demonstrating sport’s ability to improve physical health could incentivise older people into returning to activity, while an emphasis on its mental wellbeing benefits has potentially strong appeal to younger demographics too.

Expert analysis from a specialist in the field

Written by David Walmsley, a leading analyst in the Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The sports participation market is struggling to expand its player pool but has new potential to grow through a shift in policy and promotional focus from activity for fitness to activity for health David Walmsley
Senior Leisure Analyst

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80877
1995.0000
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2019-10-31T00:00:00+0000
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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
            • Playing numbers still stalled
              • Figure 1: Adult participation in sport at least twice in the previous 28 days, by type of sport played, 2016-18*
            • Spending set to slow
              • Figure 2: Forecast of consumer expenditure on participation* in sport, 2014-24
            • Bad weather a blow for cycling and football
              • Figure 3: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
            • The consumer
              • Opportunity opening around older play
                • Figure 4: Participation in sport (net), July 2017-July 2019
              • Leading sports bounce back
                • Figure 5: Most-played sports, July 2017-July 2019
              • Spending split between clothing and shoes
                • Figure 6: Purchases made for participation in sport, July 2019
              • Sports shops hold out against online competition
                • Figure 7: Channels used to buy sports participation goods, July 2019
              • Three quarters of children take part
                • Figure 8: Children’s participation in sport, July 2019
              • Parents differ on children’s incentives
                • Figure 9: Incentives to children’s participation in sport, July 2019
              • What we think
              • Issues and Insights

                • What are the opportunities in sport’s pivot from fitness to health?
                  • The facts
                    • The implications
                      • Technology putting the play back into sport
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Still no growth in playing numbers
                              • Sports spending set to slow
                                • Cycling and football losses blamed on bad weather
                                  • Facility focus on expanding use
                                    • Participation promotion follows policy pivot to health
                                    • Market Size and Forecast

                                      • Still no growth in playing population
                                        • Figure 10: Adult participation in sport at least twice in the previous 28 days, 2016-18*
                                      • Slowdown in spending on the (membership) cards
                                        • Figure 11: Forecast of consumer expenditure on participation* in sport, 2014-24
                                      • Forecast
                                        • Figure 12: Consumer expenditure on participation* in sport, 2014-24
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Cycling and football hit by bad weather
                                          • Figure 13: Twice-monthly adult participation in most popular sports, November 2016-November 2017 and November 2017-November 2018
                                      • Market Drivers

                                        • Facility focus falls on expanding use and access
                                            • Figure 14: Top 10 types of registered sports facilities in England, August 2018-September 2019
                                          • Public policy prompts pivot from fitness to health
                                              • Figure 15: Impact of regular physical activity on selected health risks, 2016
                                            • Participation promotion already getting the health kick
                                                • Figure 16: Sport England We Are Undefeatable campaign, August 2019
                                              • Sport playing catch-up in technology’s data race
                                                  • Figure 17: Frequency of playing video games, by generation, April 2019
                                              • Key Players – What You Need to Know

                                                • Athletics strides out towards new targets
                                                  • Swimming membership growth ahead of schedule
                                                    • Golf for relaxation: A good walk not spoiled
                                                      • Orienteering for the 21st century
                                                        • Virtual cycling makes the break
                                                        • Launch Activity and Innovation

                                                          • Technology’s new take on mass participation events
                                                            • Virtual cycling goes racing for real
                                                              • GolfPass model lacks youth appeal
                                                                • Night rides spotlight gender gap
                                                                • Governing Bodies

                                                                  • Athletics
                                                                    • Cycling
                                                                      • Football
                                                                        • Golf
                                                                          • Swimming
                                                                            • Tennis
                                                                            • The Consumer – What You Need to Know

                                                                              • Opportunity opening around older play
                                                                                • Leading sports bounce back
                                                                                  • Spending split between clothing and shoes
                                                                                    • Sports shops hold out against online competition
                                                                                      • Three quarters of children take part
                                                                                        • Parents differ on children’s incentives
                                                                                        • Sports Participants

                                                                                          • Opportunity opening to promote older people’s play
                                                                                              • Figure 18: Participation in sport (net), July 2017-July 2019
                                                                                          • Sports Played

                                                                                            • More sports need to become a more regular fixture
                                                                                                • Figure 19: Most-played sports, July 2017-July 2019
                                                                                              • A pressing need to widen women’s interests
                                                                                                  • Figure 20: Participation in sport, by type of activity (net)*, July 2019
                                                                                              • Buying for Sport

                                                                                                • Technology investments can protect vulnerable adults
                                                                                                    • Figure 21: Purchases made for participation in sport, July 2019
                                                                                                  • High street specialists still top of the league
                                                                                                    • Figure 22: Channels used to buy sports participation goods, July 2019
                                                                                                  • Shops still score on advice
                                                                                                      • Figure 23: Sources of information used to inform purchasing of sports goods for participation purposes, July 2019
                                                                                                  • Children’s Sport

                                                                                                    • Player pool has breadth – but needs to add depth
                                                                                                        • Figure 24: Children’s participation in sport, July 2019
                                                                                                      • Higher visibility can keep up peer pressure
                                                                                                          • Figure 25: Children’s playing partners, July 2019
                                                                                                        • Parental opinion divides by gender and wealth
                                                                                                            • Figure 26: Incentives to children’s participation in sport, July 2019
                                                                                                        • Appendix – Data Sources, Abbreviation and Supporting Information

                                                                                                          • Data sources
                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                • Fan chart forecast
                                                                                                                    • Figure 27: Forecast of consumer expenditure* on participation in sport, 2019-2024

                                                                                                                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.

                                                                                                                Description