Hearts & Minds

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. This is an ambitious goal, 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 sport
• 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 NGBs to
work together for mutual benefit rather than in
competition. But Active Lives is not intended to provide
all the answers required for a customer-centric
transformation. We are offering Hearts & Minds to meet
that need.
Hearts & Minds | Syndicated Research