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The UK Outdoor Sector

2011

A GUIDE

Royal Yachting Association

PGL

English Outdoor Council

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SkillsActive is a membership organisation with charitable status. It is licensed by government as the Sector Skills Council for ‘Active Leisure, Learning and Well-being’, which incorporates the outdoors, sport and recreation, playwork, health and fitness and the caravan industries.

This document is one of a suite, which together provide a comprehensive update to ‘The Outdoor Sector: Plans For Growth’ produced by the Sport and Recreation Industry National Training Organisation (SPRITO) nine years ago. This guide to the outdoors reflects a number of key changes that have had an impact on the sector in recent years.

As noted above, SkillsActive’s footprint covers five sub-sectors, and each of these sub-sectors has an employer group. This guide has been written by SkillsActive with input from its Outdoor Employers’ Group, a group comprised of representatives from private, public, voluntary, charitable/not for profit organisations within the UK outdoors sector. The group’s members collectively provide a steer for SkillsActive’s outdoor work and specialist sub-sector based recommendations to the Sector Skills Council.

ContentsThe Sector – A Picture Page 3

Issues Faced by the Sector Page 9

Summary and Contact Details Page 12

Outdoors industry by numbers:

• A mixed paid/voluntary workforce estimated to number between 60,000 – 88,000 in 2009

• Gross value added output of £430 million

• A growing sector of 3.8% from 2004 – 9

Other documents which may of interest to the reader include:

• SkillsActive Outdoors – about us/who we work with

• SkillsActive’s Outdoor Employers’ Group Development Vision

• SkillsActive’s Outdoor Sector Qualification Strategy

• SkillsActive’s Outdoors Strategic Action Plan

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The UK outdoors industry sector is rich and diverse. The sector gains strength from its mixture. Differences between sub-sectors can be acknowledged, whilst emphasising the commonalities and synergies in this unique field. It has experienced excellent growth over the past five years and this pattern is expected to continue in the future.

The sector is usually defined by the different outdoor adventurous activities that take place in the physical context, and by the reason participants engage in these activities. We find further variations around the types of participants and types of organisations that offer outdoors opportunities (Figure 3 on page 6).

The Sector – A Picture The sector has long been seen as having three primary sub-sectors: recreation, education and development training. It has been acknowledged that this over-simplifies the sector, and that other significant activities can be added to the mix. Expeditions, adventure tourism, adventure therapy and bushcraft have all seen substantial growth over the years.

Outdoor Education

Sports Development

DevelopmentTraining

Adventure Tourism

BushcraftAdventure Therapy

Expeditions & Exploration

Outdoor Recreation

Figure 1

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Although ‘divisions’ do exist, the boundaries are very indistinct and in many cases substantially overlap (see Figure 1 for one widely accepted representation). The imprecise boundary between sport and the outdoors is one example of this. Historically, the outdoors has been seen to be non-competitive activity. Many different types of organisations operate in the sector (for example, commercial, public and not for profit – see Figure 3) and the sector offers a diverse range of career pathways. Often, a person will go from one type of outdoors provision to another as their experience, skills and qualifications develop.

Figure 2 – The sector at the heart of society

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The Sector’s ValueThe outdoors can deliver on a number of key national issues (see Figure 2) including:

• The health and wellbeing agenda

• The growing interest in the natural environment and its use

• ‘Learning outside the classroom’ developments

• Rural regeneration and jobs for young people in rural areas

• Understanding risk for children and young people

• Devolved policies relating to children’s fulfilment of potential

This powerfully highlights the worth of the outdoors to new participants, customers and those within the legislatures across the UK.

Austere times have required us to note and promote the sector’s considerable fiscal value at every opportunity. In 2004, gross value added output for the outdoors was £430 million1. Sustained continued growth above the national average (estimated to be tracking at 3.8% versus 2.8% for the whole economy for the five years to 20092) coupled with other factors such as the positive impact of the ‘stay-cation’ helps to create a buoyant picture.

The sector also contributes to a number of indirect economic spin-offs; retailers and tourism providers both benefit from the sector and its participant base. A British Mountaineering Council member’s survey in 2010 found that 56% of people surveyed spent more than £250 each year on equipment and clothing, with almost a quarter of respondents spending £500+3 . And that only illustrates consumer spend on one (of many) popular outdoor activities.

1. Experian 2005; based on data sourced from National Statistics2. Experian 2005; based on data sourced from National Statistics3. Membership Survey, British Mountaineering Council 2010

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What is ‘the outdoors’?

Activities• Sailing

• Windsurfing

• Canoeing

• Kayaking

• Climbing

• Mountaineering

• Hill-walking

• Skiing

• High ropes

• Caving

• Snowboarding

• Orienteering

• Archery

• Mountain biking

• Etc.

Purpose• Recreation and fun

• Adventure

• Challenge

• Education (related to schools and colleges)

• Personal and interpersonal development

• Outdoors therapy

• Corporate and work performance

• Expeditions

• Exploration

• Etc.

Participants• Individuals

• Families

• Groups (social, education and work)

• Individual and groups with particular needs

• Children, young people and youth groups

• Adults

• Etc.

Delivery• Participants themselves

• Sole traders and individuals

• Small, medium and large organisations

• Commercial, public, not for profit, charities, voluntary and community

• Specialist or larger diverse organisations e.g. Within tourism and hospitality

• Clubs

• Etc.

Figure 3

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Regional data reinforces the sector’s significant contribution to the economy, particularly in rural locations used as operating bases for many organisations. England’s North-west Development Agency has developed a Northwest Outdoor Adventure Sector Strategy4.

Key findings include:• The market for adventure tourism is growing, and is predicted to grow at 3.5% per annum

• Estimated 1.5 million visitors to Cumbria for adventure tourism pursuits per annum

• The value of ‘activity tourism’ in Cumbria is estimated at £75 – 100 million

• 10% of all holidays in the UK are activity holidays in which activity is the main purpose

• Employment in the outdoor activity education and training sector is estimated to have grown by 30% over the period 2001 to 2008

• Outdoor education is estimated at contributing £100 million per annum to the Cumbrian economy.

Similarly buoyant statistics from Wales further support this picture of the outdoors sector. The Active Economy5 quoted the following:• The adventure tourism industry adds more than £140 million to the North West Wales economy of which £60 million is contributed to the economy of Snowdonia National Park

• The adventure tourism industry employs on an annual basis 5,465 people in Snowdonia and 8,451 people in North West Wales as a whole

• Adventure tourism provides 2,178 full time jobs within the Snowdonia national park area and 3,481 full time jobs within Northwest Wales

• The sector has created a total of 385 non-seasonal jobs within the Snowdonia National Park and 516 non-seasonal jobs across Northwest Wales. This represents almost 6% of all employment in Northwest Wales.

It is acknowledged that both these reports concentrate on specific geographic ‘hot spot’ areas – Scotland, south-east and south-west England amongst others are also honey pots of sector activity – and tend to focus on adventure tourism.

4. Northwest Outdoor Adventure Sector Strategy, North-west Development Agency 20095. The Active Economy, Snowdonia – Active 2004

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Some Key Sector DemographicsDifficulties associated with identifying the outdoors sub-sector in national statistics make it a challenge to estimate, let alone calculate the total ‘size’ of the outdoors industry. The latest ‘official’ data suggests there are about 26,400 employees working in the sector across the UK6. However, these figures probably underestimate the size of the workforce. Unfortunately, there is no definitive baseline evidence as to the true size of the sector at a national level.

A 2009 sector survey carried out by SkillsActive7 confirmed that about 14,700 paid members of staff were employed across 300 responding organisations. Furthermore, volunteers form a fundamental part of the sector’s workforce. Across the same organisations there were more than 34,000 volunteers. Proportionally, the findings of this survey support the notion that the outdoors workforce is larger than suggested in national statistics.

The 2009 sector survey highlighted the difficulties of interpolating data to gain a complete UK picture. Estimates using known figures as a foundation suggest a potential total workforce figure of between 60,500 and 88,000. The latter figure assumes a relatively uniform 70% volunteer figure throughout the sector and would likely include volunteers from within the relevant national governing body club networks. Available volunteer outdoor workforce statistics do not differentiate between volunteers that give their time on a full or part-time basis in an ‘employment’ setting and those that operate more casually, for instance within a club environment. However, differences do exist between these volunteer types.

Other supporting anecdotal data suggests the workforce has a slightly higher proportion of males (56%) than females (44%)8, and a younger than average profile9.

Age is a particular issue for the sector at both ends of the spectrum. Historically, organisations have not employed those under the age of 18. Despite this, the sector is popular with young adults; the seasonality prevalent in the sector may account for this. The sector sees a significant drop-off as workers age10, and this ‘time bomb’ may have an important impact on skills and experience retained within the sector.

6. SkillsActive derived from ABI GB 2007, NIre 2005 and Average annual LFS 20087. The Outdoor Survey, SkillsActive 20098. SkillsActive derived from average annual LFS 20089. The future of Active Leisure and Learning: the Outdoors UK, Experian Business Strategies 200510. Skills Needs Assessment for the Outdoors, SkillsActive 2006

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Skills Gaps and Sector Needs

The Issue Comment

Sector need for multi-skilled ‘all-rounders’

Obtaining required qualifications individually is costly for employers and employees

The new Qualifications and Credit Framework (QCF) offers opportunities to explore common outdoors units possibly linking into the UK Coaching Certificate (UKCC) scheme if appropriate

Skills gaps – ‘hard’:• Discipline specific technical

and practical skills• Minibus driving • IT skills

There is a need for funding regimes to recognise and value the benefits of quality in-house workplace based training

Skills gaps – ‘soft’:• Team working skills• Communication skills such as pastoral,

counselling and facilitation skills• Behaviour changing skills• Customer handling skills• Initiative and problem solving skills• Outcome orientated programme

design skills

Recognition that staff instruct (or guide/teach/lead/coach) people in activities rather than instruct activities

The development of soft skills does not necessarily require proficiency in activities themselves

Skills gaps – management, leadership and business development:• Financial skills including budget

management, tender bidding and managing long term funding

• HR skills such as staff recruitment, management and retention

• Marketing skills• Operational and strategic

management skills

Many enter the sector through a love of the activity and/or environment

Business development skills are often poor

Having the skills required to lead and grow helps to sustain the sector and feed its success

A lack of employment opportunities for graduates of outdoor related degrees

There is a new and significant workforce of graduates with high expectations and limited experience that need guidance and management

Lower level of academic attainment within the sector including the debate on how this should be measured

The sector is attractive to those of a more practical nature

Issues Faced by the SectorThe issues facing the outdoors sector can be broadly categorised into two main groups: the sector’s skills gaps and needs and the barriers being encountered.

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Barriers

The Issue Comment

Funding systems and priorities do not meet the sector’s needs with key valued outdoor qualifications obtaining little or no funding

Sector Qualification Strategy to be promoted to support arguments for change

Employers needs are not being met by vocational and educational training systems and qualifications

This is a substantially wider issue than ‘fit for purpose’ national governing body qualifications

Many outdoor sector employers are based in rural locations

Vocational education and training provision needs to be deployed to meet the variety of workplace needs

Seasonality is a significant issue for the outdoor sector and its businesses

Provision and the funding of provision must be more dynamic in accommodating seasonality

There is a lack of subsidised volunteer development

It is estimated that as many as 60,000 volunteers11 work within the sector

Volunteers have unique training demands that funding and provision fail to accommodate

Further and higher education makes a significant contribution to the sector with varying levels of focus on the employer

Provision varies from highly academic education courses to very practical training courses, with an individual’s depth of experience being another differing factor that influences employability

The importance of ‘attitude’ development is not adequately recognised

Skills can be developed and knowledge can be taught but attitude is a little tougher to crack

The worth of quality workplace experience is undervalued

In addition to the value of experience, the quality of, and access to workplace experience needs to be considered

Individual national governing body awards can be costly when the employer needs a multi-disciplined employee

The emergence of UKCC qualifications has further complicated this debate

The QCF may offer new ways forward for exploration

Historically, much of the sector has held a poor view of N/SVQs and their associated bureaucracy

The QCF provides the sector with an opportunity to overcome this barrier

11. The Outdoors Survey, SkillsActive 2009

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Barriers contd.

The Issue Comment

Necessary sector age thresholds for staff further reduce funding opportunities

The Sector Qualification Strategy will help to paint a formal ‘picture’ of the workforce landscape and its associated needs

Changing governmental landscape UK coalition Government and ongoing ‘austerity’ measures

Arrival of the QCF in England, Wales and Northern Ireland

Learning and Skills Council now replaced by the Skills Funding Agency, the Young People’s Learning Agency and the National Apprenticeship Service although these too are under threat

Lack of accurate and complete labour market information for the sector

A recently completed ‘census’ has helped, but an estimated 13% completion rate demonstrates that there is a long way to go – the sector must be willing to help itself

Fragmentation within the sector Focus is often on differences rather than commonalities – one voice is easier to listen to at the higher echelons of government

Ethnic minorities representation is low within the sector

Engage as appropriate with partners and relevant initiatives to encourage redress

Post-recession economic recovery Recognise and shout about the sector’s value and its ability to punch above its weight

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Summary and Contact DetailsThis document gives the reader a picture of the UK outdoors sector, in particular its structure and make-up, size, demographics and economic contributions. An overview of the range of issues facing the sector has also been presented.

The content provides a useful broad overview of the sector and an insight into the workforce development issues faced by employers. It can also be read in conjunction with other papers from SkillsActive’s Outdoor Workforce Development suite of documents.

Despite difficulties establishing the size of a relatively small workforce, there is clear evidence that the sector punches above its weight in the economy and society. This is despite a relative lack of public subsidies for employer valued vocational education and training, including workplace-based learning. The sector can hold its own on the United Kingdom stage – but imagine where it could go with a fair and equitable proportion of the financial support available for workforce development across all of the UK’s industrial sectors.

SkillsActive will continue to work with its Outdoor Employers’ Group to promote the sector at every opportunity, whilst capitalising on every prospect that may bring benefit to the outdoor workforce and its development.

For more information on outdoor workforce development or any other aspect of SkillsActive’s work with the outdoors sector, please visit www.skillsactive.com/outdoors or contact:

Peter ThompsonUK Development Manager The OutdoorsE peter.thompson@skillsactive.comT 0114 292 2391

Kevyn BurnsUK Development Officer The OutdoorsE kevyn.burns@skillsactive.com T 0114 292 2391