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London Sport Youth Insights: Understanding and Changing Youth Sport Behaviours

Explore the latest Youth Insights on young people's attitudes and behaviours towards sport. Learn how to engage and motivate them effectively to increase participation and enjoyment.

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London Sport Youth Insights: Understanding and Changing Youth Sport Behaviours

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  1. London Sport Update Dan Cudmore Officer (Club Development)

  2. Updates Sport England Mayor of London London Sport Club Matters

  3. Club Matters http://www.sportenglandclubmatters.com/get-started/

  4. Sport England CSAF Opens in January Inspired Facilities Open all year Small Grants Open all year Protected Playing Fields Closes 9th November Improvement Fund Closes 28th October

  5. Mayor of London FreeSport Closes 26th October Participation Fund Closes 3rd November

  6. London Sport Sportivate £19,529 invested in Merton this year Nov/Dec round expected - £300,000+ Satellite Clubs Year 3 – 11 New Clubs 12 in year 1 and year 2 Coaching Bursary Open round -13th November closing date www.coachinglondon.org

  7. Youth Insights Understanding and changing youth sport behaviours

  8. The challenge of growing youth participation

  9. Young people’s engagement What was often thought… Sporty Love to play sport and take part regularly Semi-sporty Latent demand for sport – eager to take part and would be playing if the offer was right BEHAVIOUR Non-sporty Hate to play sport and don’t take part ATTITUDE

  10. What the Youth Insight reveals “Sporting” attitude Positive Functional Uninterested “Sporting” behaviour Consistently active Irregular Consistently inactive We need to focus on changing behavioursnotattitudes

  11. Young people’s attitudes & behaviours Functional Uninterested Sporting attitude Take part due to wider benefits. More females than males, and those aged 18+ Positive Sport is the ‘norm’. More males than females. Consistently active 1 30% c2.5m Sport not the ‘norm’. Not a priority 3 Sport is not ‘fun’. Need goals – can shift to group 3 if goal developed 20% c1.7m Irregular Sporting behaviour Sport has negative associations. More females than males 2 4 Consistently inactive 5 15% c1.2m 20% c1.7m 15% c1.2m

  12. Understanding young people’s attitudes Positive group Things to consider: Need reminding of the positive emotions associated with sport - need to be repeated Not necessarily looking to improve or progress Unlikely to want to commit straight away Practical examples: Use social media, emails and/or texts to remind participants to bring their kit for the next session, remind them the session is on that evening, etc. Use face-to-face prompts Use key wording in your promotion, e.g. “looking to get back into sport?” “want to try something new?” Make sport more visible in their day-to-day life

  13. Understanding young people’s attitudes Functional group Things to consider: They do not want to be told sport is fun – most young people in this group will never find sport fun…but that won’t stop them taking part as long as they’re achieving the desired outcome (their ultimate goal) The activity may be sport but message doesn’t need to be – look at how you market your activity Practical examples: Use key functional wording in your promotion – activities should be promoted as ‘casual’ and ‘low key’ rather than ‘fun’ Provide regular feedback and opportunity to progress to prevent loss of interest Reward participation and regular attendance

  14. Understanding young people’s attitudes Uninterested group Things to consider: Activities need to be relevant and link to their lifestyle. May have similar goals as the functional group but won’t think sport relates to this – they make other lifestyle choices to meet their outcome Practical examples: Deliver non-traditional activity – offer something different Use appropriate wording to promote a send of freedom and independence, less pressure, personalisation Create a level playing field Consider age-restricted activity

  15. Designing and delivering the right experience for all young people

  16. Experiences young people are seeking Consider the experiences that young people are seeking when planning your sessions

  17. Effectively engaging young people

  18. What next? Identify which audience you want to primarily target (positive, functional, uninterested) Adopt appropriate techniques for your target audience Plan your delivery and marketing Consult with young people Be flexible Share good practice

  19. Finally… You can download the full Youth Insights pack via the Sport England website - https://www.sportengland.org/research/encouraging-take-up/key-influences/sport-and-age/ Any questions – satelliteclubs@londonsport.org

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