Hearts & Minds_v1

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The opportunity The focus of the sports industry is changing, with the Government and Sport England emphasising the importance of putting the customer at the heart of everything they do. The goal is a lofty one, as explained by Tracey Crouch MP in the foreword of Sport England’s new strategy: “to put the customer first, focus on those least active and transform how sport is delivered across the country”. 2017 sees the first publication of Sport England’s Active Lives profile of physical activity in England. This will be hugely helpful in showing us: • participation levels across all sports • the profile of participants in each • the interrelationship between the sports in which people participate • the sport by sport profile of participants • some of the other leisure and lifestyle choices of sports participants We welcome Active Lives for the greater understanding that it will bring and the opportunity arising for NGB’s to work together to mutual benefit rather than in competition. But Active Lives is not intended to provide all the answers required for a customer-centric transformation. Hearts & Minds | Syndicated Research
What is Hearts & Minds? Hearts & Minds is a syndicated research tracking study offering participating businesses and NGB’s the opportunity to fill the knowledge gaps from Active Lives, digging deeper into the ‘how’s’, the ‘why’s’ and the ‘why not’s’. Our aim is to inform and empower our clients to take the right decisions to improve the position of the sports with which they are involved. As a syndicated study, co-funded by several organisations, it will facilitate the sharing of knowledge and possible joint initiatives, and will do so without breaking the bank. Hearts & Minds is a nationally representative study to be published twice yearly in April and October and will address the gaps in knowledge identified by participating partners including: • why people think and behave as they do in relation to sports participation • the key influences on participation decisions • how to overcome barriers to engagement with sport and physical activity • the impact of particular initiatives and campaigns • how people engage with sport and how and why they move between sports Greater understanding of attitudes to sport and physical activity
Page 1: HEARTS & MINDS SYNDICATED RESEARCH
Page 5 and 6: Key Milestones In order to deliver
Page 7: Next steps We will call to discuss

Hearts & Minds_v1

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