Sports Management Q2 2012 - Leisure Opportunities

Talented EIS practitioners are placed in an environment that offers maximum impact in helping athletes achieve their bestWhat is the EIS working on at the moment?We’re already looking at our service offer up to and includingthe next Olympic cycle (2013 to 2017) and have formally submittedour business plan to the funding body – UK Sport.Everything we do fits into three categories: innovation, collaboration,and excellence. If a service doesn’t satisfy one ormore of this criteria and it doesn’t provide a performance impactwe have to ask ourselves: “why are we doing it?”The EIS recently joined UK Sport on a series of roadshowsaround the country, where we were able to talk to many NGBsabout their strategy to get the best out of their elite athletes,to ensure that our services continue to fitwith their demands.Getting everyone on the same pageand moving in the same direction takesquite a bit of ‘behind the scenes’ negotiation.However, UK Sport is always keento offer assistance to close the gap on asport’s weaker areas and help producebetter results in the long-term and we’rehere to help them do that.In a recent survey, we asked NGBs torate us out of a score of 10 in our range ofdifferent services. The data revealed thatwe’re doing an even better job than we were in 2010. However,sports medicine is one area that needs improvement. It’s a veryexpensive service so we’re continually making sure that we areoffering value for money and providing the service that NGBswant and need.To this end we are currently working on extending doctors’hours to ensure that they become a true part of the EIS multidisciplineteam.Within the EIS, we believe that putting talented peoplein the right places allows for maximum impact in helpingathletes achieve their best. For example, we provide CPDnd on-job training to make sure that [for example] Level 1practitioners with potential move on to Level 2 and LevelIf a service doesn’t fitwith our criteria andit doesn’t provide aperformance impact wehave to ask ourselves:“why are we doing it?”3 in the shortest time possible – giving them the opportunityto progress rather than standing still.What role will EIS practitioners take at the Olympicand Paralymapic Games in London this summer?Many of our practitioners have been approached by the LondonOlympic and Paralymapic Games Organising Committee(LOCOG) and the British Olympic Association (BOA) to volunteertheir services at the Games. We told them that if they areapproached they should let their line manager know, put inan application and we will endeavour to provide the necessarybackfill to ensure their obligations to thesport they work with are covered.As a consequence, tens of EIS peoplewill be working in a volunteer capacity atthe Games and we will continue to paytheir wages because we see their serviceas being part of our role and a great opportunityfor them to gain experience.What about an athlete’s life after sport,does the EIS offer advice or support?Many full-time athletes who have focusedon their sport sincethe age of 15 or 16 and then have [for example] a 17-year careerin elite sport, can find adapting to ‘normal’ life quite difficult.Our performance lifestyle advisors offer a 360-degree serviceto ensure that an athlete is as well rounded as they possibly canbe so they can get the most from their everyday sporting livesand lead a normal life afterwards.Our team of advisers includes an ex-Olympian as well as peoplewith life experience that can empathise with finding a newcareer, applying for a mortgage or dealing with an injury or arelationship break-up – it’s all about balancing a lifestyle bothin and out of elite sport. We also help athletes find temporaryemployment opportunities to develop their skill set and preparefor life outside of sport. Issue 2 2012 © cybertrek 2012 Read Sports Management online sportsmanagement.co.uk/digital 49