Why we need a vibrant & varied sporting offer

Jason McAuley

Vibrant and Varied aka……….. VIVA!

Over the next hour…….

• Why vibrant and varied?

• Delivering a VIVA sporting offer

• StreetGames ‘Pop Up’ Clubs for 2014

WHY VIBRANT & VARIED?

It’s a competitive business!

What they say……I don’t want to

play boring sportsThey think they

are the best and make you feel like you’re not good enough

You had to do something every

second…too tiring

It can get really expensive

I think people can be intimidated by

those who are better at the

activity

I just don’t have enough time…course work…music chores

14-15 yrs 16-19 yrs 20-25 yrs0%

10%

20%

30%

40%

50%

60%

70%

80%

Teen participation in sport once per week

Teen Drop Off in Sport

But the positives are…..

• 71% of young people in lower socio-eco groups ‘would like to do more sport’

• Hard to reach?

• But the approach and style is crucial!

So what motivates the lads?

What motivates the lads?

• Task Orientated Goals• Skill Development• Accomplishment• Fitness

• Ego Orientated Goals• Status / Social standing• Competition• Recognition

Therefore sporting offers that appeal: growing/improving skills, part of a team, improving fitness and competition

What motivates the girls?

What motivates the girls?

• Highly influenced by opinions of peers

Activities that particularly appealed…..

• Sporting offers positioned as fun with social activity

• Included friendship groups• With a focus on looking good /

losing weight• Improve and develop new skills

How do we ensure our sports programmes are attractive…• Right Time

• Right Place

• Right Price

• Right Style - VIVA

Kate Roberts Norman Parselle

VIVA! – where do we start?

Five steps to VIVA……

1. Listen to what young people want2. Make sure there is something for everyone3. Create time for young people to talk/interact4. Don’t be afraid to try new things5. Make it look exciting

1. Listen to what young people want

• Get Coaches to interact/adapt/involve• Arrange volunteer meets • Youth Forums• Social Media• Let their ideas/suggestions influence

2. Make sure there is something for everyone

• Consider if a ‘girls only’ session is needed• Use a variety of sports (multi sport)• Cater for different abilities• Encourage personal challenges (reward / recognition)• Sessions that reflect the community

3. Create time for young people to interact

• Build social time into the session• Organise trips to events & venues• Celebrate birthdays• Encourage group activities

4. Don’t be afraid to try new things

• Try music in sessions• Look at other related interests (fashion, art)• Mash up sports!• Tasters around popular sports activity• Stay in touch with trends• Use technology

5. Make it look exciting

• Create an identity• Use Social Media• Membership cards (retention)• PR launches and visits• Word of mouth• Coach creates an engaging/stimulating environment

The VIVA Innovation Lab

VIVA

Music

Art

FashionGaming / Tech

Social Media

Health & Nutrition

StreetGamesPop Up Clubs

2014

What is a StreetGames Pop Up Club?

• Traditional mainstream sport…..with a twist!• Usually around a flagship event• Jumpers for goalposts• Informal• Relaxed• Fun• Flexible

• Easy to ‘Pop Up’, anywhere, anytime!

Pop Up Tennis pilot in 2013

• 25 Pop Up Clubs

• Wimbledon

• Local competitions

• Strawberry's & Cream!

Pop Up Clubs in 2014……….

Commonwealth Games Pop Up

• 200 Kits across the UK• July-Aug 2014• Multi Sport Offer

• Rugby, Athletics, Badminton, Table Tennis, Dodgeball

• Relay Challenges• Time check certificates

Pop Up Clubs in 2014……….

Tennis Pop Up

• 100 Kits across the UK• Wimbledon Jun-Jul 2014• Racquets, balls & net• How to guide / Training• Community events• T-shirts

Future Pop Up Sport Clubs…….

Thank you for your time

Any questions?