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Active Recreation

Active Recreation. Active Rutland Project Outcomes Future Priorities and Objectives. Active Rutland.

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Active Recreation

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  1. Active Recreation Active Rutland Project Outcomes Future Priorities and Objectives

  2. Active Rutland • You may be aware in 2008 in relation to the LAA1 targets a two year Active Recreation project called “Active Rutland” was initiated to increase the number of adults aged 50+ participating in physical activity. V-active is a project designed to increase numbers of adults aged 16+ volunteer within sports and physical activity. • Targets • No. of Adults 50+ 3 x 30 mins = 170 • No. of Volunteers = min 1 hour per week = 300

  3. Project Outcomes (to date) • Coordinated and promoted over 126 activities community settings across the county. • 19 new walk leaders • 22 new (physical activity) groups • 232 people engaged in the project • 99 people taking part in 3 x 30 mins or more physical activity sessions per week

  4. “Moving” Forwards • Expansion the reach of physical activity beyond the 50+ age group, those already engaged, to increase the numbers of people participating, and their frequency of participation. • Targeted sessions of people aged 16+. • Free Swimming Under 16 and Over 60s • Sport Unlimited sessions 16-19 year • Exercise Referral Programme • Much more “targeted” sessions…

  5. Sport & Active Recreation Targets • Participation is measured through the National Indicator 8 – Percentage of Adults doing 3 x 30 minutes sport and active recreation per week. This is one of Rutland’s Designated LAA2 indicators.

  6. NI8 for Rutland (from ASP1 & APS2 results) • The above chart shows where Rutland sits with NI8 following results from Active People Survey (APS) 1 and 2. Rutland Participation figures have dropped from APS1 and APS2. While adults aged 50+ have become more active through the Active Rutland programme, provision for adults aged 16 – 50 has been limited. The recent Active Rutland guide has offered more variety of activities aged 16-50.

  7. So what does this mean? • Our target of increasing the number of Rutland’s adults participating in physical activity from 8,331 to over 10,000, more than 1,700 additional individuals participating

  8. How are we going to achieve these challenging targets? • Market the appropriate activities to the appropriate people • Use the tools at our disposal • Sport England Market Segmentation • Active People Diagnostic

  9. Sport England Market Segmentation • Sport England worked with Experian Business Strategies, analysing data on the English population (18+) producing 19 market segments with distinct sporting behaviours and attitudes. • This includes information on specific sports people take part in as well as why people do sport, whether they want to do sport and the barriers to doing more sport • In addition, the segments provide information on media consumption and communication channels, social capital, health indicators including obesity andengagement in the wider cultural sphere. • To view all 19 pen portraits (segments/profiles) go to: www.sportengland.org/research/market_segmentation

  10. Rutland Profile • Full Graph Model showing all 19 national, regional, CSP and Rutland values

  11. Rutland’s Top 6 Profiles The rest of the group are the other segments higher above the national average in Rutland Yellow = Highest % in Rutland Blue = Most above national %

  12. Active People Diagnostic • 1,3,6,11,13,17 • Using the diagnostic tool explain; • What activities appeal the them • How we will plan the right activities and promote it to them effectively to encourage these groups to participate more • Use index tables to establish where they are likely to be: below average, average, or above average with participation in general and specific activities

  13. The Big Strategic Questions • What are we going to do? • What should be our strategies for growing participation and improving our performance against NI8? • Ansoff’s Matrix – combines existing and new markets with existing and new products to reveal 4 options for planning future strategy Sport England Diagnostics Ansoff’s Matrix for Rutland Sport England Diagnostics Ansoff’s Matrix for Rutland Products Existing New Markets Existing New Products Existing New Markets Existing New Sport Relief Mile Event Sunday 21st March 2010 3,11 Market Penetration Same people doing more Product Development New ideas same people Sport Relief Mile Event Sunday 21st March 2010 3,11 Market Penetration Same people doing more Product Development New ideas same people Dance sessions: Salsa, Disco, Latin 3, Football Leagues/Competitions at Catmose Campus 6, 11 Walking Week 1st - 9th May 2010 13, 17 Dance sessions: Salsa, Disco, Latin 3, Football Leagues/Competitions at Catmose Campus 6, 11 Walking Week 1st - 9th May 2010 13, 17 Run in England sessions 3, 11 Market Development New People same ideas Diversification New people new ideas Run in England sessions 3, 11 Market Development New People same ideas Diversification New people new ideas Aqua Aerobics 3, 13 Walking for Health groups Uppingham, Ryhall, link with other villages 13, 17 Fitness Classes Catmose Campus 3 Sports Directory Promotion 1, 3, 6, 11, 13, 17 Aqua Aerobics 3, 13 Walking for Health groups Uppingham, Ryhall, link with other villages 13, 17 Fitness Classes Catmose Campus 3 Sports Directory Promotion 1, 3, 6, 11, 13, 17 Fitness suite at Catmose Campus 1, 3, 11 Bowls 13, 17 Over 50’s week May 2010 11, 13, 17 Activities at Rutland Water Whitwell 1, 6, 13, 17 Fitness suite at Catmose Campus 1, 3, 11 Bowls 13, 17 Over 50’s week May 2010 11, 13, 17 Activities at Rutland Water Whitwell 1, 6, 13, 17 Golf lessons 6, 11, 13, 17 Free Swimming 13, 17 Golf lessons 6, 11, 13, 17 Free Swimming 13, 17 Exercise Referral 1, 3, 6, 11, 13, 17 Exercise Referral 1, 3, 6, 11, 13, 17

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