sport-england-2016-17-annual-report-and-accounts

MOVING
STRATEGICALLY
Our new strategy for 2016-21,
Towards an Active Nation, was our
response to this challenge.
We want everyone in England, regardless
of age, background or level of ability to feel
able to engage in sport and physical activity.
Some will be young, fit and talented but most
will not. We need a sport sector that welcomes
everyone – meets their needs, treats them as
individuals and values them as customers.
This is our vision and the words have been
carefully chosen. Towards an Active Nation
aims to be different and transformative.
Our work will be guided by clear, published
investment principles and backed by
behavioural science.
We will work in partnership with those who
share our vision. Everything we do will be
built on sound consumer insight, with detailed
evaluation of results so we can improve and
refine programmes.
This is a dramatic change in emphasis
for us, our partners and organisations
who don’t yet even think of themselves
as potential partners.
Since publishing the strategy, our work in
2016-17 has focused on transition. Completing
the tasks of the previous strategy, while aligning
our structure, thinking and programmes to the
new approach. Implementation has started and
this annual report will explain what we have
done in the year.
AREAS OF FOCUS IN 2016-17
Over the last 12 months we have:
• Developed and explained how we would like to
implement Towards an Active Nation through an
extensive series of investment guides, web features
and workshops
• Launched 10 new, specific open funding opportunities
such as the Community Asset Fund, the Active Ageing
Fund and the Children and Families Fund, worth up to
£110 million.
• Replaced the Active People Survey with a new Active
Lives Survey to offer us richer insight into how and
why people get active
• Created and launched the next phase of This Girl Can,
our female-focused behaviour change campaign
targeting a broader age range (14-60 plus) with
new messages around belonging and resilience
• Produced and published new strategies and plans
for volunteering and coaching, to support the
industry’s workforce
• Created a Code for Sports Governance in the UK,
jointly with UK Sport, and began assessing sports
organisations against its strict standards
• Completed a review of the School Games
• Completed delivery of the final year of the 2012-16
strategy and closed or transitioned programmes
in preparation for the new approach
• Started to align Sport England’s structure and culture
to fully deliver the strategy.
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