How to be a demand driven sport: Sporting Megatrends. · Developing your sailing club business. •...

Australian Sailing |

How to be a demand driven sport: Sporting Megatrends.

Trends in Sport / Sailing

NT Club Conference 14th March 2020


• It’s a question we commonly get asked.

• Not many clubs are operating like a Business, placing potential customers as a priority.

• Business of Sport.

• To grow sailing, means to grow your clubs.

Why this topic?

YOUR NAME or DEPARTMENT HERE


What is Business Development?

The activity of pursuing strategic opportunities for a particular

business or organisation, for example by cultivating partnerships

or other commercial relationships, or identifying new markets for

its products or services.



What is Business Development?

Perhaps more simply:

Good Product/Service | Easy to Access | Correct Price Point | Well communicated



• Participation

• Racing

• Events

• Social / Recreational

• Food and Beverage – of different scale

• Membership

• Gambling

• Marina

• Hard Stands

• Facility hire

• Equipment hire

• Other venue uses – community orgs.

• Other sport uses – multisport complex

Business areas



The Business of Sport

• Australians spend $10.7 billion a year on sport and physical activity participation fees

• Less than a third (29%) going to sports clubs $3.5 billion


Australian Sailing |7

The Future of Australian Sport

Australian Sailing | YOUR NAME or DEPARTMENT HERE

Australian Sport Mega Trends


Personalised sport for health and fitness.

• Individual sport and fitness activities are on the rise.

• People are fitting sport into their increasingly busy and time-fragmented lifestyles to achieve personal health objectives.

• Participation rates for many organised sports have held constant or declined.

• People are increasingly opting to go for a run with headphones listening to music when the opportunity arises rather than commit to a regular organised sporting event.

• We are increasingly playing sport to get fit, rather than getting fit to play sport.

Developing your sailing club business.

• New sailors are more time poor than in

the past.

– How can you make sailing at your club

a time filler not a time waster – efficient

use of time?

• Promotion as fit, healthy, active lifestyle

sport.

• How can you provide sailing in a shorter

(high intensity? High energy? Highly

relaxing) time frame?

A perfect fit



The rise of lifestyle sports.

• The rise of lifestyle, adventure and

alternative sports which are particularly

popular with younger generations.

• Some element of inherent danger and/or

thrill-seeking.

• Characterised by a strong lifestyle

element and participants often obtain

cultural self-identity and self-expression

through these sports.

• These sports are likely to attract

participants through generational change

and greater awareness via online

content. (Social Media)


• Embracing windsurfing, kite surfing,

SUP, foiling, sports boats.

• Multihulls are to be ignored at a yacht

club’s “peril”.

• Promotion of adventure, trill seeking,

lifestyle, environment

• Use of social media – live streaming

from phone, ipad, go pro to Facebook,

Instagram, periscope, twitter

– Opposite approach – tech free.

From extreme to mainstream



The attainment of health, community and overseas aid objectives via sport.

• The broader benefits of sport are being increasingly recognised by governments, business and communities.

• Sport can help achieve mental and physical health, crime prevention & social development.

• Sports for children and adults is an effective means of reducing the rising rates of obesity and chronic illness.

• If managed appropriately, it can be an effective mechanism to help achieve social inclusion for marginalised groups.

• Sport can also build bridges to other countries and achieve overseas aid, peace, development and foreign policy objectives.


• Promotion of the clubs social community

and atmosphere. Smaller groups within

the broader membership.

• Promotion to increase awareness of the

youth/women/older/marginalised/ groups

that your club engages with and caters

for.

• Consideration of a “sister” club

arrangement with a club from the Pacific

Islands, Indonesia, Asia or domestically.

– Youth exchange, instructor exchange,

fundraising initiatives

More than sport



Demographic, generational and cultural

change.

• Australia face an ageing population.

• There are indications that Australians are

embracing sport into their old age.

• To retain strong participation rates,

sports of the future will need to cater for

senior citizens.

• Australian society has also become, and

will continue to become, highly

multicultural.

• Sporting organisations will be challenged

with capturing the interest and

involvement of diverse cultures.

Developing your sailing club business

• New sailors will buy boats later than in

past generations.

• The average yacht purchase age is 60.

• How can you facilitate easy sailing

opportunities for older people?

• What can you do to introduce other

cultures to sailing?

– Does this need to be at your club?

Let’s take sailing to the customer, not

make the customer come to us.

Everybody’s game



Economic growth and sports

development in Asia.

• Asia will create tougher competition and

new opportunities for Australia both on

the sports field and in the sports

business environment.

• Asian countries are investing heavily in

sports capabilities.

• As disposable incomes grow, the

populations of Asian countries are

becoming more interested in sports.

• This may create new markets for sports

television, sports tourism, sports

equipment, sports services and sports

events.


• Are you promoting your club regatta’s

internationally?

– How can you do this?

• Are you in a position to conduct training

for other countries?

• Could you host a trainee?

• Could you conduct an exchange

program?

• Combine sport with tourism with training.

New wealth, new talent



Market pressures and new business

models.

• Market forces are likely to exert greater

pressure on sport in the future.

• Loosely organised community sports

associations are likely to be replaced by

organisations with corporate structures

and more formal governance systems in

light of market pressures.

• The cost of participating in sport is also

rising and this is a participation barrier

for many people.


• Does your club conform to modern

business governance.

• SportAUS Mandatory Governance

Principles.

• Can you transform or at least be flexible

to be presented as more than just a

community association?

– Look and feel

• Cost of participating vs cost of

competing?

– What is the difference?

– What can a club do to help?

•

Tracksuits to business suits


Australian Sailing | YOUR NAME or DEPARTMENT HERE

Australian Sport Mega Trends.

The Future.


INTERNAL

• Potential club advocates

– members | volunteers | staff |

participants | parents | sponsors

• Club membership options

– Flexible (SailPass)

• Member communications

EXTERNAL

• Club signage

• Community engagement

– what, how, why

• Image promotion

– your perception Vs public perception.

• Information on how to get involved

– And stay involved.

A few simple things.

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Marketing/Promotion/Social Media

• Social Media - Video is king!

• Live streaming

• Social Media - Community notice Board posts

• Facebook – tool for organising Instructors, Officials, Coaches, Participants

• Communication

• What messages – fun, fit, healthy, environment, adventure, thrill seeking

What image does your club want to portray?



A recent survey of participants from Discover Sailing Centres highlighted the 3 biggest

barriers to continuing after a “Learn to sail course” are:

1. Lack of information on what to do next.

2. Lack of information on the next course.

3. Lack of information about access to boats.

We can help tailor information to suit your club to support you in meeting your customer’s

needs (ie. Giving them the information they want, when they want it).

Conclusion



QUESTIONS / COMMENTS

NT Club Conference 14th March 2020

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How to be a demand driven sport: Sporting Megatrends. · Developing your sailing club business. •...

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