Jennie Price, CEO of Sport England, presentation from the Sports Summit 2015

Sports Summit 2015

Jennie Price, Chief Executive

Strategy 2016-21 Process Flow2015 2016

May June July Aug Sept Oct Nov Dec

Strategic Outcomes

• Sets out what we aim to achieve

• Reflects ministerial priorities

• Captures aspiration for the

“active person” and our role in

Talent

• Vision for the environment in

which these outcomes would be

achieved

Strategic framework

Sets out what people can expect from

us over the next strategy timeframe

Areas for discussion include:

• Underpinning principles

• The approaches that are open to us

and how these best fit with creating

the environment we’re seeking

Options

Sets out how we plan to deliver our

outcomes within the strategic

framework and the choices available to

us

Determine Approach

Post consultation,

determine options and

approaches

Strategy

launch

• Planning

• Pilots/testing

• Feedback

• Prepare for

partner

bidding

process

Engagement

Measurement

Spending

Review

Structured

External

Consultation

Budget

Informed by key insights

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

14-25

26-49

50+

2005 2025

The population is growing but ageing quite sharply. Number

of 14-25s will plateau and dip whilst over 50s grow strongly

2015

Limiting disabilities have an increasing impact on life for

those over the age of 60

22%26%

30%34%

38%

45%

55%

0%

10%

20%

30%

40%

50%

60%

50-54 55-59 60-64 65-69 70-74 75-79 80+

(3.6m) (3.1m) (2.9m) (2.9m) (2.1m) (1.7m) (2.5m)

Age Band (and population size)

Limiting Disability (% of population)

74% of adults (16+) in England

took part in sport

at least once last year

Just 36% of adults participate regularly at any one time,

but most of the population took part in sport last year

26% of adults (16+) did not

Churn is a feature of sports participation. Amongst certain

key groups, a majority report a change in sporting

behaviour compared to last year

42%32% 28%

21%16%

8%

23% 24% 23% 22%16%

25% 23%29%

29%

28%

24%

23%23%

27%

25%27%

24% 27% 37% 23%24%

31%

0%10%20%30%40%50%60%70%80%

Proportion of people playing more or less sport than 12 months ago (APS8)

More Less

Individual sporting biographies are more complex than a

single sporting habit for life

Seasonal variation, fluctuating levels of activity with some breaks, and different

activities are the norm

0

4

8

12

16

20

24

No

of

se

ss

ion

s (

30

min

s, m

od

era

te)

John's Sporting Life (John, Male, Born:1954)

Gym

Golf

Athletics

Cricket

Rugby Union

It was difficult to

find time for sport

when the kids

were young

John played

rugby and cricket

at school and

university

Having got the

running bug, John

was determined to

break 3hrs 30 for

the marathon

Work made it

harder to get to

rugby training

John got golf

clubs and gym

membership

for his 40th

John wanted

to do one last

marathon

when he

turned 50

0

4

8

12

16

20

24 25 26 27 28 29 30 31 32 33

Nu

mb

er

of

Spo

rt S

essi

on

s p

er M

on

th

AGE

Caroline: Female, age 33

Aerobics Zumba Gym Running

No exercise but a string diets with varying degrees of success.

Gym gaveme confidence to try the Race for Life. Not very fast but I made it!

Zumba, great fun at first but got a bit samey

New job, new salary. Posh new gym.

I want to be fitter (and thinner) but sport is not really for me.

Aerobics and 1,800 calories a day, my 2005 New Years resolutions. Neither lasted beyond February

The gym and no carbs, my 2006 New Years resolutions

Many people want to take part with those they know best.

But sport primarily delivers to just the individual or invites

the individual to join a new (formal) group

56%

37%33%

19%

7%

By myself With friends With family As part of aformal team

Withcolleagues

With someoneelse

Who people take part with

Why invest in NGBs?

• Shared interest

• A 'system' investment

• Build on the last eight years

• Talent and participation

11

Things to tackle

• One size fits all

• Reaching beyond the 20%

• Tackling inequalities

• Gender

12

Very stubborn gender gap

5

5.5

6

6.5

7

7.5

8

8.5

9

Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14

Men Women Source: Active People Survey

1.75m

Over 31 million total campaign views

Trended at #2 on Twitter

and on Google hot trends

Over 226,000 followers on Facebook Over 65,000 on Twitter

Over 218,000 social interactions

Phenomenal response

OVER 4,000 active PARTNERS

This Girl Can

• Second round begins...

• New partnerships to be announced

• Social media interest has not dropped

• But we need more 'This Girl Can' delivery

18

NEXT PHASE

JUNE JULY

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12

W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S

Activity

TV

Cinema

IVOD

Billboards

Digital adverts

These Girls Can app

These Girls Can digital adverts

Your Stories (website)

T-shirt announcement to community

T-shirts in store