Community Sport Activation Fund

• Helen Barnett – Chief Executive

• Catrina Lewis – Programme Manager

info@activeluton.co.uk

Active Luton

• Charitable Trust

• Facility Management

• Healthy Lifestyles

• Active Education & Communities

Luton Demographics

• Population circa 205,000• Low levels of participation• Health inequalities• 120 languages and dialects• A ‘World’ town

Active Women

• Whole town• Traditional marketing• Predominantly traditional activities and venues• Achieved all targets but no ‘W0W’ factor

Research and Insight

• Branding• Demographics of Leaders• Word of mouth• ‘Safe’ places• Cost

Branding

• Resonate with participants – major barrier is time• Logo – not an Active Luton brand• Website, Facebook• T-shirts• Sense of belonging

Leaders

• People like me…………

• Female leaders of all ages, cultures, shapes, sizes and interests

The Team

‘Flood’ an Area

• Word of Mouth• Peer pressure• On your doorstep• Places people go• Community volunteers, leaders coaches and instructors• Mentor and support volunteers

Cost

• Taster sessions• 10 for £10 vouchers• Free leisure card for use in Active Luton

centres• £2 - £2.50 seen as fair• Needs to be a bargain but not sustainable if

free!

Listen and Respond

• Meet community groups• Attend community events• Visit non-traditional venues• Sign up on the day• Ask what they want and create a programme to suit

Me Time Luton

Me Time Luton

Who can help?

• Ward Councillors• Community Leaders• University students – role models• Family workers• Health Professionals

Year One

• Programme started January 2014• Year one target 490 participants• Leaders: trained to date• Participants: 573 signed up to end May

Challenges

• Meeting the demand!• Capacity of female instructors• Cultural sensitivity• Data collection – suspicion• Language barriers

Conclusion

• Targeted• Capacity of building• Listen and react but don’t over promise• Galvanise the community• Branding