ENGAGING SPORTS

RESEARCH TO UNLOCK POTENTIAL

CHILDREN ARE MORE ACTIVE BUT NOT ALL SPORTS ARE BENEFITING

Activity levels among adults have remained more or less the same over the last few years, according to data from Sport England. On the other hand, activity levels among children and young adults have increased significantly and are above pre pandemic levels.

It's clear from the data that unlocking the potential for your sport means getting young people interested. But as the graphic shows, this is a challenge for many sports.

Among school years 7-11, only 5 sports have seen a statistical significant increase in the past five years. Most have either seen a decrease or no meaningful change.

With schools having just gone back, now is the perfect time to gather insight that can help you unlock the potential of your sport.

RESEARCHING PARTICIPATION IN SPORT

UNDERSTANDING THE NEXT GENERATION'S CONNECTION TO YOUR SPORT

Engaging the next generation in your sport begins with a deep understanding of their attitudes and preferences. To gauge the potential for your sport in schools, we conduct targeted research with young people aged 6–16, assessing not only their awareness and current participation but also their perceptions and interest in playing your sport.

Through interactive methods, such as video evaluations, we can uncover what excites young people about your sport and what holds them back. Whether they’re familiar with it or not, we explore whether they’d like to start playing, or if already engaged, what would make them play more often.

This research provides critical insights into how visible your sport is in their minds compared to others and reveals key opportunities for you to capture their interest and increase participation.

The insights form a robust foundation for building your sport’s short, medium and long-term strategies to grow and sustain a thriving participation base.

ENGAGING SPORTS LEADERS FOR COMPREHENSIVE INSIGHTS

Schools play a crucial role in introducing children and young people to sports and so we conduct in-depth interviews with PE teachers and sports leaders in schools to capture their insights. We research key areas such as where your sport could fit within an increasingly diverse and competitive curriculum, and what challenges—such as time constraints, resource limitations, or competing priorities—might hinder its adoption.

By understanding these barriers, we can help you identify the most effective ways to get greater traction in schools, ensuring it complements broader educational goals like pupil development, wellbeing and teamwork. We also explore the type of support schools need from you to deliver your sport more effectively, from training staff to access to equipment and facilities.

With this data, you will be in a position to build stronger relationships with schools, overcome participation barriers and expand access to your sport in education, laying the groundwork for long-term growth and success.

ENSURING A SPORT FOR ALL

For any sport to grow, it must reflect the needs and interests of a diverse population. Inclusivity isn’t just about access—it’s about creating a welcoming environment for people of all backgrounds, ethnicities, genders, abilities, faiths and body types.

Through stakeholder interviews, we examine how inclusive your sport is and what steps can be taken to appeal to a wider range of participants. From cultural sensitivities to accessibility challenges, we help you identify specific actions to foster a truly inclusive sporting environment.

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