Future Scanning 20 Years

							Active Recreation
Active Rutland Project
      Outcomes
 Future Priorities and
      Objectives
           Active Rutland
You may be aware in 2008 in relation to
the LAA1 targets a two year Active
Recreation project called “Active Rutland”
was initiated to increase the number of
adults aged 50+ participating in physical
activity. V-active is a project designed to
increase numbers of adults aged 16+
volunteer within sports and physical
activity.
Targets
    No. of Adults 50+ 3 x 30 mins = 170
    No. of Volunteers = min 1 hour per week = 300
 Project Outcomes (to date)
Coordinated and promoted over 126
activities community settings across
the county.
19 new walk leaders
22 new (physical activity) groups
232 people engaged in the project
99 people taking part in 3 x 30 mins
or more physical activity sessions per
week
     “Moving” Forwards
Expansion the reach of physical activity
beyond the 50+ age group, those already
engaged, to increase the numbers of
people participating, and their frequency
of participation.
Targeted sessions of people aged 16+.
Free Swimming Under 16 and Over 60s
Sport Unlimited sessions 16-19 year
Exercise Referral Programme
Much more “targeted” sessions…
 Sport & Active Recreation Targets
  Participation is measured through the
  National Indicator 8 – Percentage of
  Adults doing 3 x 30 minutes sport and
  active recreation per week. This is one of
  Rutland’s Designated LAA2 indicators.
2008/09            2009/10              2010/11
LAA2 Target 27.7   LAA2         30.36   LAA2         31.7
% Doing     %      Target %     %       Target %     %
2hrs               Doing 2hrs           Doing 2hrs
Actual      27.7   Actual       26.2% Projected      -
%age Doing %       %age               %age
3 x 30 mins        Doing 3 x          Doing 3 x
                   30 mins            30 mins
                    NI8 for Rutland
                    (from ASP1 & APS2 results)




The above chart shows where Rutland sits with NI8 following results from Active People
Survey (APS) 1 and 2. Rutland Participation figures have dropped from APS1 and APS2.
While adults aged 50+ have become more active through the Active Rutland programme,
provision for adults aged 16 – 50 has been limited. The recent Active Rutland guide has
offered more variety of activities aged 16-50.
  So what does this mean?
Our target of increasing the number
of Rutland’s adults participating in
physical activity from 8,331 to over
10,000, more than 1,700 additional
individuals participating
How are we going to achieve these
      challenging targets?
 Market the appropriate activities to
 the appropriate people

 Use the tools at our disposal
 – Sport England Market Segmentation
 – Active People Diagnostic
             Sport England
          Market Segmentation
Sport England worked with Experian Business Strategies,
analysing data on the English population (18+) producing
19 market segments with distinct sporting behaviours and
attitudes.
This includes information on specific sports people take part
in as well as why people do sport, whether they want to do
sport and the barriers to doing more sport
In addition, the segments provide information on media
consumption and communication channels, social capital,
health indicators including obesity and
engagement in the wider cultural sphere.
To view all 19 pen portraits (segments/profiles) go to:
www.sportengland.org/research/market_segmentation
        Rutland Profile
Full Graph Model showing all 19
national, regional, CSP and Rutland
values
              Rutland’s Top 6 Profiles
Segment       Segment        Forename           Activity interests             Media preference
               Name
   1         Competitive        Ben       Rugby, Squash, Windsurfing,        Internet, Mobile Phone
                Male                      Tennis, Football, Gym,
                                          Climbing, Cricket
   3        Fitness Class      Chloe      Body Combat, Gym,                  TV, Radio, Internet,
               Friends                    Swimming, Tennis, Netball,         Posters, Direct Mail,
                                          Pilates, Running, Aqua Aerobics    Newspapers, Mobile
                                                                             Phone
  6        Settling Down        Tim       Canoeing, Cricket, Cycling,        TV, Radio, Internet,
               Males                      Squash, Skiing, Golf,              Mobile Phone
                                          Football
  11        Comfortable        Phillip    Sailing, Football, Badminton,      Internet, Posters, Direct
           Mid-Life Males                 Cycling, Golf, Cricket, Jogging,   Mail, Newspapers
                                          Gym
  13            Early         Roger &     Swimming, Walking, Aqua            Telephone (Land line)
             Retirement         Joy       Aerobics, Bowls, Shooting,
              Couples                     Fishing, Golf, Sailing
  17        Comfortable       Ralph &     Bowls, Golf, Tennis, Table         face to face
              Retired         Phyllis     Tennis, Snooker, Walking,          communications and
              Couples                     Fishing, Swimming                  reliable sources

                Yellow = Highest % in Rutland              Blue = Most above national %
       The rest of the group are the other segments higher above the national average in Rutland
  Active People Diagnostic
1,3,6,11,13,17
Using the diagnostic tool explain;
   What activities appeal the them
   How we will plan the right activities and
   promote it to them effectively to encourage
   these groups to participate more
   Use index tables to establish where they are
   likely to be: below average, average, or
   above average with participation in
   general and specific activities
The Big Strategic Questions
What are we going to do?
What should be our strategies for
growing participation and improving
our performance against NI8?

Ansoff’s Matrix – combines existing
and new markets with existing and
new products to reveal 4 options for
planning future strategy