Sport and Physical Activity

Rob Wadsworth

Head of SportUniversity of Leeds

Strategically Increasing Student Participation

in Sport

Sport and Physical Activity

• What is Participation• Why should we be developing participation?• Strategic alignment• How? – the Leeds approach• Case Studies: Rugby and parkrun• What we have learnt….

Sport and Physical Activity

What is Participation?

• Simply everything – from ‘give it a go’ to playing for your country

• Its not just playing/competing – volunteering/leading/officiating

Sport and Physical Activity

Why should we prioritise ‘increasing participation’?

The increasing pressure within sports departments in the HE the sector to justify and demonstrate the contribution it is making to the ‘Student Experience’

All the benefits that you and I are fully aware of, and probably the reason you have the jobs that you have.

Sport and Physical Activity

Strategic Alignment

Sport and Physical Activity

Financial SustainabilityDeveloping Staff and studentsRaising our Sporting Performance

An Excellent Experience

Improving Participation

Engage with the Community

Sport and Physical Activity

We know what we want to achieve but how do we do it?

• Market segmentation• Tailor the programmes – use partners• Measure the impact and ask for feedback• Evolve the product – don’t stand still!

Sport and Physical Activity

MILDENTHUSIASTS

NON PARTICIPANTSCOUCH POTATOES

ACTIVE SPORTSPARTICIPANTS

NON PARTICIPANTS BUT PERSUADABLE

Those who participate in sport, but could do more

These people know the benefits of sport and could be encouraged to do more.

DEVELOP OUR EXISTING PRODUCTSOur Strategy: increase access by innovating our existing programmes, reduce drop-out and foster enthusiasm.

Those who do not participate, and who don’t want to. Have a negative attitude to sport – often established at a young age

These people have little interest in sport/fitness and like ‘putting their feet up’.MARKETINGOur Strategy: raise awareness, promote health benefits, change attitude to physical activity.

Those who participate in sport,and are keen to continue.

These people will play sport almost regardless of our activities.

INCREASE MARKET PENETRATIONOur Strategy: safeguard provision and extend where possible, provide pathways to elite sport.

Those who do not currently participate, but could be persuaded if it was made easy enough.

These people may have little time/energy and feel the are not ‘sporty’ enough.

DIVERSIFICATIONOur Strategy: Develop innovative physical activity programmes, remove barriers, offer incentives, take sport to them.

Sport and Physical Activity

How will you measure success – is it purely a numbers game?

• Participation numbers – by gender/ethnicity/faculty/department??

• Demonstrate strategic impact – link directly to your strategy

• User experience – surveys/satisfaction scores/forums

• Volunteering, employability and workforce

• Demonstrate return on investment

• Benchmark yourself

Sport and Physical Activity

Case Studies: Rugby Programme2005• No provision for rugby at the University beyond the 2 men's teams who

competed in BUCS on a weds afternoon.

• Recognised that there was a demand for rugby in the University

• Engaged with the RFU and identified funding opportunities through HERDP

• Developed a rugby development plan in conjunction with RFU – unlocked funding.

Sport and Physical Activity

Case Studies: Rugby ProgrammeYear 1 • 6 teams competing in 15 aside intramural rugby programme

• Engagement with Yorkshire referees society to support the programme

• RFU supported and facilitated student refereeing qualifications to referee the programme

Year 2• grew to 12 teams plus 4 University men's teams

• RFU were a constant support to develop the programme and the referees.

Sport and Physical Activity

Case Studies: Rugby ProgrammeYear 3• Pre league ran and administered by RFU to seed the teams to ensure an

effective intramural competition

• Varsity Intramural competition vs Newcastle

• Leverage facility development funding

Year 4• 5 men's university teams, 1 women's team, 15 Intramural teams.

• 4 yr whole sport development plan produced in conjunction with RFU

• Referees academy established (student led and supported by University club and RFU)

Sport and Physical Activity

Financial Sustainability

Developing Staff and StudentsRaising our Sporting Performance

Excellent Experience

Improving Participation

Engage with the Community

Case Studies: Rugby Programme – what did it achieve?

Sport and Physical Activity

Case Studies: parkrun

• a free, timed 5K run held every Saturday morning at 9am

• developed in conjunction with Sports Science, ACE and local community

• Open to students, staff and members of the Community• managed and coordinated by student race directors and

volunteers

Sport and Physical Activity

Case Studies: parkrunEvent number 16.10.2007parkrunners: 15

Event number 22314.1.2012

parkrunners: 247

parkrunners to date 36,880 (5,758)

Largest Event – 367 runners

Sport and Physical Activity

Financial Sustainability

Developing Staff and StudentsRaising our Sporting Performance

Excellent Experience

Improving Participation

Engage with the Community

Case Studies: Parkrun what did it achieve?

Sport and Physical Activity

What we have learnt….• Effectively link your work to the organisational strategy

• Tailor your programmes accordingly

• Work with partners – internally and externally, they will support you.

• Ask for feedback, regularly - things do change

• Articulate your achievements

• Be prepared to fail – International Students