outdoors-participation-report-v2

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Methodology The project began with extensive desk based research and interviews with a wide range of Stakeholders including National Governing Bodies; National Trust; Forestry Commission; Brands; Retailers; Outdoor Education bodies; Natural England; Sport England. The Outdoor Participation Survey was then designed to illicit the Why, Who, Where, When and What of outdoor <strong>participation</strong>. The 8,493 survey responses from participants and non participants were cross matched with several other in-depth Stakeholder surveys to ensure the trends were in line with the broader market understanding. These responses, along with the desk based research, were then analysed to form an in-depth understanding of the outdoor participant. With the survey distributed through main-stream and multisport outdoor organisations, the authors acknowledge the possibility that it did not reach a representative population for equestrian sport. Active People survey data has been included on p78 for comparative purposes. Running alongside this participant understanding, the project team sought to understand the scale of Outdoor Recreation provision through desk based research and interviews with providers and Stakeholders. Provision data from several sources was captured and cleansed resulting in a list of over 9,000 unique and identifiable providers. This list was then analysed and segmented. Participation and provision understanding were then mapped together, identifying gaps and opportunities between the current provider and the consumer motivations. Finally these opportunities are explored with first thoughts on where they may be exploited moving forward. Beginning of July 2014 Understanding Outdoor Participation Understanding Outdoor Provision Desk Based Research Interviews carried out across full spectrum of Outdoor Activity Providers and analysed Compilation of Outdoor Provision list Numerous sector-wide lists gathered and de-duplicated to create a master list of over 9,000 providers Analysis of Provision Data Emerging trends from the data were followed up by interview with key stakeholders and organisations Creation of Provision Insight and Segments Desk Based Research Analysis of over 400 pieces of data and research, including academic research, major data sources; stakeholder market insight (UK and International); commercial consumer insight Interviews with key stakeholders Mapping of Provision with Participation Report Development Development of Outdoor Participant Survey Circulation of Outdoor Participation Survey to Participants and Non Participants In partnership with GoOutdoors and supported by Sport England, National Trust, Forestry Commission and YHA 8,493 responses Analysis of Survey Data and Stakeholder Consumer data Analysis of over 11,000 participant and non-participant voices Creation of Participant Insight and Segments (with Sub Segments) Input from a range of stakeholders from across the following categories: Education & Training Education Associations & Networks Accreditation, Licenses & Schemes Communication Retailers Sport and Recreation Leadership and Governance Industry Specific Leadership and Governance Industry Specific Networks Industry Specific Campaign Organisations Tourism Social Cohesion Destination Providers Industry Specific Disability Organisations Industry Specific Activity Implementors Professional Trade Associations Member Organisations – consumer / professional Instruction , Education, Training, Licensing & Professional Holiday / Outdoor Activity Providers Skills Training Providers (centres) Beginning of June 2015 Final Report to Sport England Project team: Kelly Gordon; Martin Chester; Andrew Denton; Naomi Corp; Kate Edhouse; Gina Hayes. 122 123
Provision Profiling Tool Activity Profiling Tool Add Activity Specific Examples: Location; Equipment; Facility Community & People High Importance of participant managed risk Technical Skills Personal Development Low Commercialisation High 124 125
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 and 20: Put their body on the line and cont
Page 21 and 22: Who: • Highest Equal proportion o
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: This section provides detail on the
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