Picture of sports participation in Leicester England... · Creating sporting opportunities in every...

30 November, 2012

1

Creating sporting opportunities in every community

30 November 2012Leicester City Council – Heritage, Sports and Leisure Scrutiny

Commission

4th December 2012

Creating sporting opportunities in every community

30 November 2012Sports participation in Leicester

Russell Turner ([email protected])

Creating sporting opportunities in every community 3

Next 25 minutes• Background

• Picture of sports participation in Leicester

• Understanding the regional and national

context

• Issues for you to consider moving forward


Background• Active People Survey since 2005/06 runs October

to October

• Originally 1000 sample of adults (16 plus) and

since 2007/08 500 sample survey per local

authority

• Not a census but a robust survey

• Currently a phone survey

• Demonstrates direction of travel over a series of

years


• Picture of sports participation in

Leicester • Understanding the regional and national

context



30 November, 2012

2



• Leicester Sports Participation pictureAPS 1

18.2% APS 2/3

16.3%

APS 4/5

16.8%

Adult participation in

sport and active recreation 3x30 minutes per week(formerly NI 8)

APS 2

13.4%

APS 3

16.1%APS 4

16.0%3 X 30 participation

in sport (formerly 1 million (sport) indicator)

APS 5

13.5%

1 X 30 participation

in sport

APS 2

30.4%

APS 3

32.2%

APS 4

33.9APS 5

27.8


Leicester UA APS1 APS2 APS3 APS4 APS5

APS5 Q3 - APS6

Q2

Change APS6Q2 v

APS1

1x30 sport 30.6% 30.4% 32.2% 33.9% 27.8% 30.2% No change

3x30 sport 13.07% 13.4% 16.1% 16.0% 13.5% 13.0% No change

NI8 18.25% 15.02% 17.85% 17.27% 16.37% 16.91% No change

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

APS1 APS2 APS3 APS4 APS5 APS5 Q3 -APS6 Q2

1x30 sport

3x30 sport

NI8

Different measures of participation


Frequency of participation: NI8

Leicester UA

NI8: Number of days participation in the last 28 days

None1 to 11 days

12 to 19 days

20 to 28 days

Base

APS2/3 57.1% 26.7% 9.2% 7.1% 1,978

APS3/4 55.0% 27.4% 9.2% 8.4% 1,553

APS4/5 57.3% 25.9% 8.3% 8.5% 1,055

APS4Q3-APS6Q2 59.4% 23.7% 8.7% 8.2% 1,026

Consistent frequency of participation


Female participation

NI8: Female vs all adults

NI8: 3x30

Leicester UA All adults Female

APS2/3 16.3% 14.1%

APS3/4 17.6% 12.5%

APS4/5 16.8% 11.3%

APS4Q3-APS6Q216.9% 11.5%


Sport as integral part of physical activity

There is a positive medium correlation between 1x30 and NI8 (r2=0.47).

Leicester's result (red circle) is quite far from the trend line, Leicester has

lower sports participation than you would expect for an LA with its NI8 score.

30 November, 2012

3


Top 5 sports in local authority with regional and England comparison

Sport

Leicester East Midlands England

Number Rate Number Rate Number Rate

Gym 27.1 11.0% 355.5 9.9% 4,494.2 10.7%

Football 24.6 10.0% 253.9 7.0% 3,103.1 7.4%

Swimming 16.2 6.6% 380.1 10.5% 4,838.8 11.6%

Athletics 10.3 4.2% 196.8 5.5% 2,698.5 6.5%

Cycling 8.9 3.6% 353.8 9.8% 3,875.0 9.3%

Remaining

Source: Active People Survey 5, Population data: ONS Annual Population Survey 2011

Measure: Participation rate of the top 5 sports and the

number of people that participate at least once per month


Key Performance

Indicators (KPI)

IndicatorLeicester East Midlands England

2007/08 2008/09 2009/10 2010/11 2007/08 2008/09 2009/10 2010/11 2007/08 2008/09 2009/10 2010/11

KPI2 * - Volunteering at least one hour a week 3.8% 2.6% 4.2%* 5.3% 5.0% 4.8% 7.6% 4.9% 4.7% 4.5% 7.2%

KPI3 - Club Membership in the last 4 weeks 19.6% 17.8% 20.3% 13.5% 24.1% 23.0% 23.0% 22.3% 24.7% 24.1% 23.9% 23.3%

KPI4 - Received tuition / coaching in last 12 mths 13.1% 12.2% 13.1% 8.8% 17.6% 17.2% 16.5% 15.3% 18.1% 17.5% 17.5% 16.2%

KPI5 - Took part in organised competition in

last 12 months9.8% 9.5% 11.6% 7.9% 15.1% 14.3% 15.0% 13.9% 14.6% 14.4% 14.4% 14.3%

KPI6 - Satisfaction with local provision 61.7% 64.3% 66.5% N/A 66.2% 69.1% 69.0% N/A 66.6% 68.4% 69.0% N/A

* - Measure changed in APS5, for more information please click the link below

Source: Active People Survey , Year: 2007/08-

2010/11, Measure: Key Performance Indicators 2,

3, 4, 5, 6

For more information click here

How are sports vital signs looking?


Expected participation in 3x30 (or more) sessions a week

Expected Participation

Leicester East Midlands England

2005/06 2007/09 2005/06 2007/09 2005/06 2007/09

Expected 18.3% 18.7% 21.6% 22.5% 21.9% 22.5%

Observed 18.2% 17.9% 21.1% 22.1% 21.3% 21.9%

Difference -0.1% -0.8% -0.5% -0.4% -0.6% -0.5%

Source: Mindshare, Year 2005/06-2007/9, Measure: 3x30 minute sport sessions a week

Most recent modelling on expected and observed

participation for Leicester suggests that you are performing well despite the difficult environment



• Understanding the regional and national context



Slide 1: The most recent results show a small drop in 3x30 participation in sport over the last year, although there is

still a 66,000 increase compared to the baseline set in Active People 2

2012/13 target,

7.815m

Jan10-Jan11,

6.881m

APS4 2009/10,

6.938m

APS3 2008/09,

6.930m

APS2 2007/08,

6.815m

APS1 2005/06,

6.295m

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

APS1

2005/06

APS2

2007/08

APS3

2008/09

APS4

2009/10

APS5

2010/11

APS6

2011/12

APS7

2012/13

Year

3x3

0 sp

orts

partic

ipatio

n (m

)

Latest from APS 5

– October 2010 to October 2011 6.927 million14.759 million adults aged 16

years and above participated in sport once a week for 30 minutes at moderate intensity between Oct

2010 and Oct 2011


Patterns of Participation

SOME SPORT:

More than once a

month but less than

once a week

7%, 3 million

INACTIVE:

(less than once a

month)

58%, 24 million

REGULAR SPORT:

At least 1 x 30 per

week

35%, 15 million

FREQUENT SPORT:

At least 3 x 30 per

week

16%, 7 million

30 November, 2012

4


Polarisation emerging between the

‘very sporty’ and the inactive

Participation trend (index)

90

92

94

96

98

100

102

104

106

108

110

2005/06 Estimate 2007/08 2008/09 2009/10

Ind

ex

No participation

Less than 4 x per week

Four times a week or

more


Market Size and Market ShareAthletics

3.7m total demand

51% 1 x 30

(1.9m adults)

1.8m latent demand

Pot has grown by 11%

share has grown also

Badminton

1.6m total demand

33% 1 x 30

(0.5m adults)

1m latent demand

Pot has declined

but share has

grown

Netball

0.4m total demand

39% 1 x 30

(150k adults)

225k latent demand

Pot has grown

slightly, share has

grown significantly

32% 1 x 30

(3.1m adults)

6.8m latent demand

Pot has grown slightly,

share has declined

Swimming

9.9m total demand


Clear Patterns of Participation by Sport

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

0.8%

0.9%

1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728

0.0%

0.1%

0.2%

0.3%

0.4%

0.5%

0.6%

0.7%

0.8%

0.9%

1 2 3 4 5 6 7 8 9 10 1112 13 1415 1617 181920 2122 23 24 25 26 27 28

Athletics = frequent habit Badminton = volume at once a week levels

1 x p.w. 2 x p.w.

3 x p.w.

4 x p.w. 5 x p.w.

1 x p.w.

2 x p.w.

% a

du

lts

% a

du

lts

Number of sessions per month (from 0 on left to 28 on right) Number of sessions per month (from 0 on left to 28 on right)


• And locallyAnd what issues are important

to keep different sorts of participants returning (general participant, club member and

talent)

�Value for money � Performance

� Social/belonging

� Facilities and playing environment � Logistics/organisation

� People and staff

� Diversion/release � Exertion and fitness

� Officiating � Coaching.


• The biggest dampeners in terms of participation are:

– Gender (males participate more than females)

– Age (participation falls as people get older)

– Disability (a disabled person is less likely to

participate)

– Deprivation


• Question? What sort of things drive participation up?

• We have been looking at areas that have

sustained participation patterns above what we would expect

• http://www.sportengland.org/research/understanding_participation/local_variation_case_studies.aspx

Understanding how to sustain participation

30 November, 2012

5







• Understanding the regional and national

context



31%

17%

33%

9%17% 15% Local Authority

People joining sport tend to play locally - you will need to

engage with different partners in a collective venture

7% 5% 4% 3%8% 5%

Others7%

32%

3%

Sports clubs

4%

2%

34%

54%

42%

4%

Commercial

52% 76%

29%

2%

33%

73%

Education

Source: Active Places Power. This chart shows the distribution of facilities according to ownership based on January 2011 data. This analysis does not take into account the volumes of participants in each type of facility, or the access that is permitted to these (for instance education sites may or may not be accessible for community use).

The sites that are included can be open for use, by the public, this includes, casual membership, club use and sports club / community association; open for restricted/private use only. All operational facilities are included within this analysis, including those under construction and temporarily closed. Facilities that are planned

and permanently closed are excluded.

Ownership of sports facilities in England

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Grass

pitches

Sports halls Swimming

pools

Golf Health and

fitness

Artificial

grass pitches

30 November, 2012

6


You need to understand what is prompting increases in sports participation

and adapt the offer where it isn’t working

Source: APS5Q1 compared with APS2 (baseline), chart shows change on baseline for sports shown, i.e. their progress towards their growth target. Sports in

red have seen a negative trend (i.e. 1 x 30 participation is lower than at baseline by the amounts shown)

On

ce a

week p

art

icip

ation

(adu

lts)

Change in once a week participation for key funded sports

-175,000

-125,000

-75,000

-25,000

25,000

75,000

125,000

175,000

225,000

275,000

Ta

ble

Te

nnis

Mo

unta

ine

eri

ng

Ne

tba

ll

Squa

sh &

ra

cke

tba

ll

Ca

no

ein

g

Judo

Ba

se

ba

ll/so

ftba

ll

Bo

xing

Cyclin

g

Ath

letics 10 positive

Ro

unde

rs

Fe

ncin

g

Sno

wspo

rt

Gym

na

stics &

Tra

mpo

linin

g*

Vo

lleyba

ll

Eque

str

ian

Ho

cke

y

Ro

win

g

Sa

iling

Ba

dm

into

n

Bo

wls

**

Cri

cke

t

Ba

ske

tba

ll

Rugby L

ea

gue

*

Fo

otb

all

Rugby U

nio

n

Te

nnis

Go

lf

Sw

imm

ing

We know where things are going well….

And less well…….


• It’s a personal offer and for those who don’t

participate it’s probably informal and multi-

sport…building to a habit for life

• We have modelled our data to examine the

propensity to participate and the best way to

engage with participants

You need to get close to your customers to provide a

coherent offer that is attractive





• Clear that there are lots of different people, with

different needs at different times of their lives –

how can we respond positively to that?

• Informal opportunities to play sport, alternative

formats and multi-sport

We need to be better prepared to flex the offer around

sports participation to reflect the life stage of

individuals

30 November, 2012

7


Patterns of Participation – if this is the reality –

who are your targets?

SOME SPORT:

More than once a

month but less than

once a week

7%, 3 million

INACTIVE:

(less than once a

month)

58%, 24 million

REGULAR SPORT:

At least 1 x 30 per

week

35%, 15 million

FREQUENT SPORT:

At least 3 x 30 per

week

16%, 7 million

65.3% of adults want to

start to play sport or do a little more in Leicester


• The stable sedentary population achieving 0 x 30

minutes of participation

• Female participation

Taken that forward…given the original statistics


• Are we making enough of the effectiveness of

sport in achieving other outcomes (health,

cohesion etc)?

• The City welcomes sports National Governing

Bodies in. We need to ensure that the environment

is right to make even more of Skyride, Ping!

Building from mass participation into regular

participation.

• The vital signs for sport identified an infrastructure

that will need to grow if you want clubs and

coaches to be at the heart of the community

Sport for sport and sport to achieve other outcomes –

not mutually exclusive


• You have assets and staff resource in localities

and they are key to a good experience to keep

people coming

• Thinking about things differently; centred on the

individual and what could unlock their participation

– building new partnerships locally

Continue to provide an effective service and moving

towards intelligence led service delivery

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