hoof west midlands network slides 20 june 2011

Welcome

• Sonia Birch – Regional Development Co-ordinator for North West & West Midlands

Aims of today

• Network/Collaborative thinking

• Identify Opportunities• Understand • Listen• Enjoy!

9.30 Arrival & Coffee10.00 Welcome & Introductions10.30 The Sporting Landscape & Equestrian

11.00 Hoof - an Olympic Legacy..the opportunities & roundtable discussion

11.30 Equestrian case studies

12.15 Round table discussion. 12.30 An introduction to Social Media & how using it can

grow your business12.55 The Hoof vision – summary by Andrew Finding (CEO)

13.00 LUNCH13.45 Your local County Sport Partnership14.15 Roundtable Discussion

14.50 Summary, next steps & close for 15.00

Agenda

Who we are?

• Membership Organisation• Represent 18 independent

member bodies providing one voice

• Funded by Sport England and UK Sport

• Head Office in Stoneleigh, Warwickshire

• 5 part-time regional co-ordinators working across the regions

Journey so far......

More People

More Horses

More Places

More Medals

Target: 43,000

more participants

riding 1x per week

by 2013

Vision

How ? The ‘Grow’Plan

Growth

Over to you...

1. Who you are?2. What you hope to get

out of today?3. Your first Equine

moment/experience?

Sophie Tobin

The Sporting Landscape & Equestrian

Thank you for listening

Creating sporting opportunities in every community

Hoof Cheshire Equestrian network

Phil de GlanvilleWest Midlands Equestrian Network

Sophie Tobin

BEF Senior Volunteer Manager at Sport England


Next 20 minutes

• Sport England - who we are and what we are trying to achieve.

• The tools we have to help sports;– What sports people play, and where– Why people play sport– ‘Market segmentation’


Sport England – our purpose

• To increase participation in sport and to keep people playing it.

• To develop the next generation of talented athletes in sport.

• Active People Survey


Performance against contracted Grow outcome

After good growth in late 2009, you have flat lined in 2011.


You have shown marginal growth over 5 years (apart from males in 2010)

Equestrian Once a Week Participation

38,9

00

296,

500

272,

900

41,7

00

298,

500

43,2

00

296,

500

45,0

00

303,

700

34,1

00

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Male Female

APS 1 APS 2 (Baseline) APS 3 APS 4 APS 5 Q2

Decrease on baseline


Gender breakdown Women dominate participation in the sport

Equestrian Once a Week Participation APS 5 Q2 (Apr 10-Apr 11)

Female

296,500

88%

Male

38,900

12%


Age breakdownYou can continue your sport for life and have a much higher

percentage of older people taking part than many other sports


35-54134,700

40%

55+47,20014%

16-34153,500

46%


Age breakdownYou ‘lose’ people between the ages of 24 and 34 (in common

with a lot of other sports)


16-1962,10019%

25-2928,200

8%20-2433,30010%

45-64101,000

30%

65+13,400

4%

35-4470,10021%

30-3427,300

8%


Where do you focus your effortsYour biggest current participant bases are the South East and

South West.

Equestrian Once a Week Participation

39,3

00

29,6

00

14,2

00

14,3

00

33,2

00

70,5

00

51,7

00

31,8

00

30,0

00

52,6

00

37,1

00

20,7

00

14,1

00

39,1

00

61,3

00

54,9

00

26,0

00

35,9

0041,5

00

39,0

00

17,5

00

13,5

00

41,3

00

64,2

00

61,0

00

30,0

00

33,6

0040,5

00

33,6

00

17,0

00

15,4

00

36,8

00

72,8

00

54,5

00

27,8

00

39,3

0044,4

00

28,4

00

13,5

00

14,3

00

41,3

00

66,5

00

53,6

00

27,5

00

45,9

00

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

East East Midlands London North East North West South East South West West Midlands Yorkshire

APS 1 APS 2 (Baseline) APS 3 APS 4 APS 5 Q2

Increase on baseline





Other demographics

SOCIAL CLASS, DISABILITY, ETHNICITY (1 x 30 minutes per week)

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

White Non White LimitingDisability or

Illness

No LimitingDisability or

Illness

NS SEC 1-4 NS SEC 5-8 NS SEC 9

Nu

mb

er

of

Part

icip

an

ts

APS 1 APS 2 APS 3 APS 3/4


What are your participants doing?

Equestrian Participation Once a Week by DisciplineAPS 4 (Oct 09-Oct 10)

Combination35,40010%

Just Show Jumping16,200

5%

Just 3-Day Eventing

Just Pony Treking18,100

5%

Just Dressage22,600

7%

Just Horse Riding240,500

72%


SocialAspects

Performance

Exertion and

fitness

People & staff

Coaching

Value for Money

Facilities and playing

environment

OfficialsDiversion Release

Ease of participating

What factors influence people playing sport?

10 ‘domains’ scored and weighted


What is Market Segmentation?

• Insight into the sporting behaviours and the barriers / motivations to taking part in sport

• 19 ‘Segments’:– Distinct sporting behaviours and attitudes– Specific sports people take part in– Why people do sport– Whether they want to do more sport / barriers to

participation– Information on media consumption & communication

channels


Proportion of Population that are Core Equestrian Segments (Chloe, Leanne, Helena, Alison & Elaine)


Chloe Aged 18 -25

About ChloeChloe is 23 and works in HR for a large firm. She shares a house with ex-university friends who are also on graduate schemes. Without the pressures of family or a mortgage, Chloe isn’t worried about her student loan, she likes to spend her income on clothes, nights out and holidays with friends.

Chloe and her housemates go to classes at their local gym a couple of times a week, and like to swim afterwards. At weekends, Chloe likes to go for a big night out, including a nice meal and a few drinks with her friends.

Chloe is reasonably health conscious, watching what she eats and exercising to stay trim. She isn’t fanatical though, wanting to live a fun packed life while she’s young, free and single.


ChloeWhat drives Chloe’s participation?

Motivations for Chloe• The main motivations for Chloe are enjoyment (47%), keeping fit

(45%), socialising (15%) and losing weight (12%). • Enjoyment and keeping fit are more significant motivating factors for

Chloe than they are for all adults.• ‘Improving performance’, and ‘training/taking part in competition’ are

much less relevant motivating factors for this segment.

Barriers for Chloe• 30% of this segment give their main barrier as ‘Other factors’. This

includes ‘left school’, ‘no opportunity’, and ‘economic/work reasons’.• Family is a barrier for 20% of this segment compared to for 7% of all

adults.


People who ride in Warwickshire


People who would like to ride in Warwickshire


Population within catchment area participating in: Equestrian

Yellow – Warwick, Red – West Midlands, Green - England


People who want to sail in Bedford


Trends across sport

• Those sports that ‘fit’ around busy lifestyles are growing.

• Expectations of ‘consumers’ of sport are getting higher.

• Communication channels for young people have been transformed.

• Events/challenges are a huge catalyst.

• 2012 a huge focus


Thank you

Questions?

Our Market

Hoof opportunities

Increasing participation

Structure

Volunteer Chair Recruitment

• BEF Volunteer• Expenses

remunerated• Job Description• Recruitment

Campaign (August)

• Autumn (Oct) Start

• Key Achievements– Successfully attracted

funding for facility development

– Business and coaching support workshops to meet network needs

– PR & Press (£500,000)– Network opportunities– Increased participation– Calendar of Hoof

Events

•Hoof - sample press coverage

Opportunities

• There will be a range of capital funding opportunities to help from now until March 2013 enabling:

• facility development to improve buildings • or provide equipment

• The aims of which is to increase opportunities for participation adding extra riding hours

• and to increase the quality of the riding experience

Examples are -

• Supported projects so far in London include helping the development of projects such as the Ebony Horse Club

• Assisting in the provision of a roof on an outdoor school giving more riding days

• Assisting in the provision of lighting to an indoor school giving more riding days

• Providing Polocrosse equipment to enable games in parks in London

How?

• There will be an open application process and you can bid for funding via an application form

• There will be some guidance to help

• You will need to have a partnership contribution to make yourself. If you bid for £5,000 you will need to have £5,000 as well

• Good luck!

Success for Hoof West Midlands?

More peopleriding

More/improvedBusiness

LocalOpportunity

£’s, best practice....

Roundtable Discussion

Looking at the 3 key areas of Hoof?

1.Which areas interest you?2.What would you like see the network offer?3.What are the priorities?4.What are the opportunities?

Thank you

hoof west midlands network slides 20 june 2011

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