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KPI 3 Increase in the
% of people utilising
outdoor space for
exercise and health
Key themes
• Inactive to active
• Growth through working with under-
represented groups
• Extended remit for Sport England to cover 5-14
• Insight led, customer focussed
• Focus on the active person, not the activity
Focus on the active person
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
Under-represented Groups
Average
Getting Active Outdoors
Understanding the full
market landscape, supply
and demand
What is the outdoors…
The Outdoors
41%(18.2m)
want to participate in
the next 12 months
(8.9m)already active
outdoors
20%
43.7m Population
2.8m want to do more
Lifecycle of Participation
35 - 44 yrs20% re start
25% stop for
a time period25 yrsaverage age
stopped
main outdoors
activity
25 yrsaverage age
stopped
main outdoors
activity
5%lapsed indefinitely
5%lapsed indefinitely
11–15 yrsaverage age
start outdoor
activity
11–15 yrsaverage age
start outdoor
activity
75% never stop
Trends Impacting on Outdoor Activities
Shifting Demographics
Modern lifestyle
Growing urban
population
Nervousness of outdoor space
Rise in
lifestyle
sports
The word ‘Sport’ is a
turn off
People do not separate online
and offline activities
Key Reasons to Participate Outdoors
To Have Fun
with Friends
Alternative to
Traditional SportTo Spend Time
with Family
No 1. U18 yrs 10%
Key Reasons to Participate Outdoors
For Fresh Air and to
Enjoy the Weather
To Relax and
De-Stress/Get Away
from Modern Life
To Enjoy the Scenery/
be Close to Nature
55yrs plus 40% 18-24yrs
Report p23-24
Demographics
Ethnic Minority population:
Reduced number of
visits & closer to home.
Deprived communities:
6 times more likely to have
had no experience of
outdoors activity.
Majority:
White (80%); male (65%);
live in affluent area
Participant Segments
The Modern Outdoors Landscape
Climbing Wall
and surf shop
round corner
Water sports
shop selling
trips and
expeditions
Huge community
footfall and
events
Stand Up
Paddle boarding
Innovative
climbing
competition
Bike and Canoe
hire companies
Provision: Supply vs Demand
Location;
Equipment;
Facility
Community
& People
Sport
Skills
Personal
Development
Location;
Equipment;
Facility
Sport Skills
Community
& People
Personal
Development
Greatest
Demand and
Potential
Majority
Sport/Facility
Specific Offering
Challenges
• A wider range of customers, not all affluent
• Customer led provision
• Tackling inactivity
• Evaluation, especially of impact on wider values
www.sportengland.org
www.sportengland.org/outdoors
