1. Active Cumbria – Board Induction Ben Williams – Relationship Manager (Local Government )

2. What Sport England does - Outcomes Increase in the number of people taking part in sport for 30 minutes a week, every week Its not sport for sports sake – rather its what sport does to deliver health, economic and social benefits Wide definition of sport – physical activity/ exercise/dance Focus on young people (14 to 25), disabled, women and girls

3. Primary Outcome 14 years plus 1 x 30 minutes per week of playing sport Year round (sustained participation) Under pinned by Active People Survey results

4. The participation challenge 4 35.5% 6.7% 57.7% Inactive In sport (Less than once a month) 25.2m people Irregularly play sport (more than once a month/Less than once a week) 2.9m people Regularly play sport (at least 1x30 per week) 15.5m people Source – APS9Q2 16+ Data

5. Local Investment Over £250m Schools & School Games Up to £150 million (Including Education,& Health funding) Governance A sporting habit for life Five Year Investment 2012/13 - 2016/17 Access CSPs: Coaching (Sportivate) Volunteering (Sport Makers, Club leaders ) Disability Transition to Clubs Rewards WSPs start at age 14 Focus on 14-25 for relevant sports Mandatory growth targets Payment by results Enhanced governance Talent development Health pilot Market development Strategic Improvement Inspired Playing fields Supported by CSP Club Link Makers Whole Sport Plans (NGBs) over £450 million 2013-17 Facilities Up to £250 million Community Sport Activation fund Door Step Clubs & Get On Track Higher Education Further Education

6. The challenges/opportunities we face: Tough choices on statutory/ non statutory services Overall severe reduction in budgets (on average 40% plus) Growing needs and service demands / expectations Devolution Moving from direct delivery to commissioning Local authorities still the backbone of community sport, for examples facilities

7. Our four building blocks Positioning/ Commissioning Insight Facilities Investment

8. Statutory Functions Sport Lottery distributor Planning Consultee But we do a lot more: –Local Outreach work with local partners (Local Government) –Development and sharing of best practice –Targeted programme delivery (often through CSPs) –Commission NGBs via Whole Sport Plans (supported locally by CSPs) –Tools and advice on positioning, planning and developing sport (web-site and local team) –Market development, insight development and stimulating demand 8

9. LOCAL GOVERNMENT – LOCAL DELIVERY PROGRAMME WHY INVEST PLAN & COMMISSION MAXIMISE EFFICIENCY IMPACT Strategy / Strategic Commissioni ng Positionin g Strategic Facilities Operationa l efficiency effectivene ss Options appraisal Sport is a key contributor to corporate priorities, has clear vision, and strong political leadership Clear strategic plan based on evidence and insight. Sport is utilised by strategic commissioner s Outcomes measured, service performance benchmarke d improvemen t plans exist Commissioni ng the service and options for delivery have been fully considered LINKING NGB ACTIVITY / OPERATORS ACTIVITY / COMMUNITY SPORT ACTIVITY O U T C O M E S Achieving a sporting habit VFM/ Efficiency Health and Wellbeing Economic Growth Stronger Communities More people active Strategic plan for the right mix of facilities, may need rationalisation and improvement Activity on the ground is insight led & working relationship s are optimised e.g. CSPs and NGBs

10. Commissioning and Public Health

11. Supporting the commissioning cycle Review Analyse Plan Do Sector often found here Sports Sector needs to be seen here

13. County Sport Partnerships (CSPs) Important network for Sport England Enable: –National coverage (45 CSPs) –Strategic positioning with key decision makers –Local insight –Programme delivery – Sportivate, Satellite Clubs etc. –Support to NGBs –Funding leverage –Scope to diversify the business (as long as the core specification is delivered) 13

14. Creating a sporting habit for life The Role of Insight in Changing Behaviour

15. Creating a sporting habit for life Sport is an important component of the ‘Active Person’ 15 ACTIVE 24.7m (57%) INSUFFICIENTLY ACTIVE 6.8m (15%) INACTIV E 12.2m (28%) These groups use PHOF categories where Active is 150 or more moderate equivalent minutes (MEMs) per week, Insufficiently Active is 30-149 MEMs per week and Inactive is less than 30 MEMs per week. 70% include sport in the mix 44% sport in the mix 6.5%

16. Creating a sporting habit for life People want to play more sport 16 ACTIVE 24.7m (57%) INSUFFICIENTLY ACTIVE 6.8m (15%) INACTIV E 12.2m (28%) These groups use PHOF categories where Active is 150 or more moderate equivalent minutes (MEMs) per week, Insufficiently Active is 30-149 MEMs per week and Inactive is less than 30 MEMs per week. 58% want to do more 64% want to do more 48% want to do more

17. Creating a sporting habit for life Where to start? Behaviour change is a journey with different solutions at each stage Pre-contemplation Contemplation Preparation Action Maintenance RELAPSE PROGRESS SOURCE: Prochaska and Diclemente Transtheoretical Model of Behaviour Change

18. Creating a sporting habit for life Where to Start? Understand those whose behaviour you are trying to change

19. Creating a sporting habit for life Source: Sport England’s Active People results for the 12 months to the period shown on the chart. Dotted line showed between APS1 and APS2 where there was no data collection % shows change in the rate of participation between dates shown, arrow shows if this change is statistically significant Example: The 2 million Gender Gap

20. Creating a sporting habit for life 20 When asked 13 million women say they would like to participate more in sport and physical activity Almost 6 million of those are NOT currently active Women (16+) sports participation (millions) – Active People Survey, results for 12 months to April 2014 But what is stopping them...... Confusing Picture!

21. Being sweaty Not being fit enough Family should be more important Having a red face Not being good enough Studying should take priorityNot looking ‘made up’ Looking silly Bringing the wrong equipment Time with friends should be more important Changing in front of others Not being competitive enough Being the only new person Exercise isn’t cool Wearing tight clothing Not knowing the rulesShowing their body Holding back the group Wearing sports clothing Being ‘too’ good Not appearing feminine Body parts wobbling when exercising Wearing the wrong clothing/kit Developing too many muscles Being seen as too competitive Fear of judgement

23. Over 25 million total campaign views Trended at #2 on Twitter and on Google hot trends Over 187,000 followers on Facebook Over 58,000 on Twitter Over 198,000 social interactions Women Love the Campaign

24. Creating a sporting habit for life Summary Sport is an important component of the ‘active person’ People want to play sport but are struggling Identifying exactly who your audience is and what behaviour you want them to do Understanding the benefits and barriers of adopting that behaviour You also need to understand what would motivate your audience to adopt the behaviour you seek And only then design and deliver offers and programmes that will help achieve that goal

25. Facilities and Planning

26. Why invest in Facilities? Facilities underpin the majority of activities Fundamental part of community sport infrastructure Key factor in attracting and retaining participants More discerning standards from consumers History of underinvestment and lack of strategic planning Local Government moving to a subsidy free environment Planning pressures and the opportunities

27. Achievable Outcomes 30% reduction in Capital spend 30%+ reduction in Revenue costs Maintain Growth in Participation Greater impact on local outcomes

28. Benchmark Research Findings Analysis by Sheffield Hallam suggests that: “the top performing 25% of leisure centres earn enough income to cover 41% more of their costs compared to the bottom performing 25% of centres. This is equivalent to potential savings of about £420,000 per centre”

29. Rationalisation Planning

30. Scenario testing and Needs Analysis

31. New Government – impact? Sport England is a ‘Non Departmental Government Body’ New Secretary of State – John Whittingdale New Sports Minister – Tracey Crouch Strong commitment to participation in sport and physical activity Commitment to increasing women’s participation Role of sport in health, especially tackling diabetes Desire for change

32. Sport England strategy Current strategy period expires 2017 New Ministers keen for change Need to set strategic direction in 2015 Current investment model has delivered the growth available in traditional markets for sport

33. QUESTIONS? Thank you 33