Creating a sporting habit for life getting and keeping participants, making sport a habit and your project sustainable The purpose of this session, sharing what works

Regular participation (1 x30) is on the up but million try sport, but only 15 million do it regularly 57% say will cut back because of cost 40% say they don’t have the time Still big gaps by gender, disability, income, age Correlation between deprivation and participation – but don’t be fooled So it’s about creating choice for them (and you) Some interesting participation trends:

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6 It’s the challenge of going from trying it to making it a habit - weekly

Capability – can I do it? Motivation- can I be bothered? Is there the opportunity Behaviour Figure 1 The COM-B system – a framework for understanding behaviour: The behaviour change wheel: A new method for characterising and designing behaviour change Interventions: Michie et al. Implementation Science 2011, 6:42: (23 April 2011) we need behaviour change – sport needs to be ‘sticky’ – against other choices

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Creating a sporting habit for life simplified into 3 9

Simplified into 3 basic questions to ask yourself 1.Who are you targeting, what do you know about the barriers and people’s motivations - to get your ‘offer right’ 3. Keep listening to customers – carrying on, changing, expanding, stopping tweaking - sustainable 2.How do you deliver in a way that attracts and keeps people, from trying things to a making it a habit

Strong emotional responses to the very idea of sport ( set a younger age) For some its a functional relationship means to an end Making the choice easy - i.e. it just isn't easy at the moment The language - sport itself is seen different to activity Cost, perceived costs awareness, time etc. – the supply can be confusing and a mess 1.Who are you targeting, what do you know about the perceived barriers?

Creating a sporting habit for life 1.Who are you targeting? What are their motivations? 12 one activity can mean many different things – do you know what motivates the people you want?

Creating a sporting habit for life Young people categories and views

Creating a sporting habit for life

- How you will deliver it- 1. Questions to ask yourself??? Think hard – who are you after? their barriers? Their motivations/ attitudes?

Think about supply and demand Think about the channels to get to participants Make it accessible Offer choice Think about formats Reinforce habits Make it relevant, it’s complex enough The point of delivery – the first and critical contact 2. How do you deliver in a way that attracts and keeps people making participation and the project sustainable?

Creating a sporting habit for life Demand Demand Supply Channels? Digital –social media.. Conventional media Word of mouth

MAKE IT ACCESSIBLE -place, time, language, cost BRISTOL 40 tables 55,000 visits LEICESTER 58 tables 58,000 visits LONDON 87 tables 90,400 visits

OFFER CHOICE - it’s the group not the sport 49.2% of all people regularly playing sport, play two or more sports. This increases to 60% of young people

Active People Survey 6 (Oct11-Oct12) Winter THINK ABOUT FORMATS - versions

Simplify the supply ! Source: Deloitte (2014), Sporting Offer for Young People in England, Final Report to Sport England

Who are your customers Understand barriers and motivations! Reach them though the right channels! Make it accessible, offer choice, different ‘look and feel’ Simplify Be customer focussed throughout To summarise on this:

Creating a sporting habit for life 2. Some good questions to ask yourself about the quality of delivery Do you need to stimulate demand? What demand is there for this type of sport in this area? Is the offer accessible? Offers a choice ? In the right format? What sort of communication channel(s) do you use? Who else is talking to groups you want to talk to and can you have more impact by working collaboratively? What impression will your target group take from how you deliver your offer? Is it too intimidating, sporty or traditional? What character or atmosphere are you looking to create How will you stay in touch after session one and ensure they come to session two ( and three and four?? How broad is your offer? Do you provide a wide choice of sports? What will do for those that want more?

Keep listening, tweaking, improving – momentum Qualitative and quantitative – got to be usable It is new insight! Use it What does it tell you about the offer and the delivery Do more of, do less of? Tweak or whole scale review? Scale up? To get critical mass? 3. Keep listening to your customers – every session gives you insight

3. Reviewing and using feedback Get real and vivid about sustainability Participant level and project levee Your participants and deliverers will advocate Who values what you do and why? Evidence, evidence and evidence Heart warming case studies and sound bites Horizon scan other funding

Therefore 3 basic questions to ask yourself 1.Who are you targeting, what do you know about the barriers and people’s motivations - to get your ‘offer right’ 3. Keep listening to customers – carrying on, changing, expanding, stopping tweaking - sustainable 2.How do you deliver in a way that attracts and keeps people, from trying things to a making it a habit

Action planning 2 1. How is your local insight driving your offer? 2. Is your quality of delivery enough to retain participants? 3. Will you keep listening and forming habits??

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