outdoors-participation-report-v2

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FAMILY 24% 61% Who: • Slightly higher than average proportion of females • Predominantly 35-54 years. Larger proportion started at under 15 years • More likely to have children under the age of 18. Where: • More likely to have first participated with family • More likely to participate in countryside • Less likely to participate in town • Less likely to travel to participate. Why: • More likely to participate to spend time with family and to entertain the children. When: • Participate less frequently, more likely to participate monthly or every few months • Less likely to participate throughout the year, more likely to just participate in summer or half the year. What: • More likely to consider camping (campsite) and hill walking/rambling as their main activities. LONE 12% 35% Who: • Predominantly 35-54 years • More likely not to have children under the age of 18. Where: • More likely to have first participated on their own • Less likely to participate in countryside, more likely to participate in town • More likely to participate within 1 mile of home • Less likely to participate on self organised holiday in the UK or abroad. Why: • Goal orientated, driven by a need to personally achieve something/learn about self • Is self reliant and wants to make self reliant choices • Spending time with friends and family less important. When: • Participate weekly and throughout the year. What: • More likely to consider running as their main activity. • Less likely to consider hill walking and mountain biking as their main activity. SOCIAL 27% 41% Who: • Higher proportion of males • Predominantly 24-54 years – lower average age than other sub-segments • More likely not to have children under 18. Where: • More likely to have first participated with friends • More likely to participate in countryside • More likely to travel more than 10 miles to participate. Why: • More likely to participate to spend time with friends and colleagues. When: • Participate weekly and throughout the year. What: • More likely to consider climbing, running and mountain biking as their main activity. 38 39
Who: • Highest Equal proportion of of female and participants female participants in this segment compared to the other segments • Predominantly Majority are over aged 35 years. 35-54 Higher years than average age across segments • Along High proportion with Fitness of participants in Nature, segment working with at management the smallest level proportion and retired of individuals under • Less 24 years likely to have children under 18. • Relatively even split of those with and without children under 18. Chooses to keep fit outdoors for the fresh air and freedom. Prefers to be exercising outdoors and generally doesn’t like the gym or indoor sports. Sense of physical and mental wellbeing and challenging self is important. Competing is not important. 33% of Active Outdoors Market 17% of Active Outdoors Market Why: • 33% first participated with family; 30% with friends; 18% on their own • Health and exercise is most important for this segment compared to other segments. 44% of gym users prefer to exercise outdoors • To challenge self/achieve something is also of high importance however competing is not important • Use outdoor gyms to keep fit and healthy at low cost and to spare the awkwardness and embarrassment of working out in front of ‘gym bunnies’. Where: • 42% participate in countryside and 29% participate in town/city • Most likely segment to participate close to home (within five miles) and least likely to travel more than 10 miles or participate on holiday • 20% of outdoor fitness classes are in urban areas • Segment most likely to participate in, on or by a river or canal. When: • Likely to participate throughout the year (71%) or across three seasons (15%). 25% Weekly 23% 53% Monthly Weekly 42% 22% Every few months Monthly 10% 23% Once per year/few years Every few months 4% Once per year/few years What: • Participate in an average of three or four activities • Most likely activities include hill walking; mountain biking; outdoor fitness classes; running • Other activities include climbing; orienteering; canoeing/kayaking; angling; horse riding; outdoor swimming • 50% of outdoor classes are circuit classes and 10% are fitness walking • 30% of participation is equipment based (outdoors gyms). Social Fitness Explorer in 27% Nature 28% Lone Explorer 12% Lone Fitness in Nature 21% Family Explorer Family 61% Fitness in Nature 52% Barriers and Transitions: • Along with Challenger, more likely than other segments to cite injury/health reasons as barrier to participation • Along with Challenger, to improve physical fitness cited as the most likely reason for returning than other segments. 40 41
Page 1 and 2: Getting Active Outdoors: A study of
Page 3 and 4: The research looks at the outdoors
Page 5 and 6: Stakeholder Map The Outdoors sector
Page 7 and 8: Outdoors Sports and Activities Defi
Page 9 and 10: Outdoors Participation Traditional
Page 11 and 12: Outdoors Participant Profile Why an
Page 13 and 14: To relax and de-stress/get away fro
Page 15 and 16: Common barriers facing specific gro
Page 17 and 18: Sense of being part of and explorin
Page 19: Put their body on the line and cont
Page 23 and 24: Who: • Highest Predominantly prop
Page 25 and 26: FAMILY 30% 59% 61% Who: • Predomi
Page 27 and 28: Predominantly young people who are
Page 29 and 30: Outdoors Participant Profile Who Th
Page 31 and 32: Active families • Slightly more p
Page 33 and 34: Outdoors Participant Profile 40% 35
Page 35 and 36: Outdoors Participant Profile When T
Page 37 and 38: Outdoors Participant Profile What T
Page 39 and 40: Combination of outdoor activities
Page 41 and 42: Type of activities vary considerabl
Page 43 and 44: Use of technology to enter, engage
Page 45 and 46: How the profile varies across the s
Page 47 and 48: Providing Outdoor Adventures in the
Page 49 and 50: Understanding the Complex Provider
Page 51 and 52: Provider Family: Sport and Active R
Page 53 and 54: • Educational Establishments From
Page 55 and 56: Issues and Challenges This is an in
Page 57 and 58: Trends There has been success in us
Page 59 and 60: Mapping Participation with Provisio
Page 61 and 62: This section provides detail on the
Page 63 and 64: Provision Profiling Tool Activity P

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