Getting what you measure – a new strategy for Sport England

Jennie PriceChief Executive, Sport England

May 3, 2023

Government Strategy: Sporting Future

Social &Communit

y Developm

ent

Individual Developm

ent

MentalWellbei

ng

Physical

Wellbeing

Economic Developm

ent

Outcome Measures

Outcomes

Increase in % pop meeting CMO Guidelines Decrease in % pop inactive(5-18s, 19-64s and 65+)

Improved subjective wellbeing

Levels of perceive

d self-efficacy

Levels of social trust

Gross Value

Added by sport sector

More people from every background

regularly and meaningfully taking

part in sport and physical activity

A more productive, sustainable and

responsible sport sector

Creating a lifelong sporting habit

Sport England Strategy: Towards An Active Nation

7 Investment Principles

+Customer Focus

Underpinned by

What we invest in

How we decide

How we think

OutcomesSocial &

Community Development

Individual Developme

ntMental

WellbeingPhysical Wellbeing

Economic Developme

nt

Creating a lifelong sporting habit

OUR VISION WE WANT EVERYONE IN ENGLAND REGARDLESS OF AGE, BACKGROUND OR LEVEL OF ABILITY TO FEEL ABLE TO ENGAGE IN SPORT AND PHYSICAL ACTIVITY. SOME WILL BE YOUNG, FIT AND TALENTED, BUT MOST WILL NOT. WE NEED A SPORT SECTOR THAT WELCOMES EVERYONE – MEETS THEIR NEEDS, TREATS THEM AS INDIVIDUALS AND VALUES THEM AS CUSTOMERS.

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Line of Sight

Creating a lifelong sporting habit

Understanding Impact on Outcomes• Research commissioned on outcomes

• Common evaluation framework for all investments and partnerships

• Proportionately applied

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Behaviour Change

Pre-contemplation

Contemplation

Preparation

Action

Maintenance

Tackling Inactivity

1

Creating regular activity habits

2

3Helping those with a resilient habit stay that way

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Customer Focus• Why “customer”?• Who is the customer?• What do they need and want?• Designing the offer based on

– Audience, and – The insight

• Feedback and redesign – learn by doing• Measurement and evaluation

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Focus on the active person

Creating a lifelong sporting habit

Active Lives• 12 months of behaviour not just 28 days

• Modern data capture – online not landline

• Measuring engagement and outcomes

Creating a lifelong sporting habit

More than just Active Lives• Set common data standards

• Champion open data

• Improved sector-wide sharing

• All through a common language

Creating a lifelong sporting habit

Setting targets (without missing the point)• Setting overall targets in early 2017

• Increase in engagement by 2020 and 2025

• Focus on under-represented groups

• Clarity on underpinning rationale

• Work with each partner on targets to drive the right behaviours

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Under-represented Groups• Women• Older people• Lower socio-economic groups• People with a disability• Some ethnic groups

They need to drive growth

Creating a lifelong sporting habit

Key Themes• Investing for a purpose, not sport for sport’s

sake• Behaviour change• Customer focus• A new approach to measurement & evaluation• Under-represented groups• Children & young people

Creating a lifelong sporting habit

Children and Young People• New remit 5-14• Basic competence – “I can do this”• Enjoyment• An absence of bad experiences

• New measurement

Poor Average Talented

Creating a lifelong sporting habit

7 Investment Principles1. Clear line of sight to outcomes and KPIs

2. Targeting under-representation

3. Using behaviour change

4. More than a bank

5. Balanced portfolio – bankers and innovators

6. Flexible investment and regular reviews

7. Greater efficiency

Creating a lifelong sporting habit

Investment Programmes1. Tackling Inactivity

“The biggest gains and best value for public investment”

2. Children and Young People“Building stronger foundations through basic competence and enjoyment”

3. Volunteering“A dual benefit”

4. Taking Sport and Activity into the Mass Market

5. Supporting Sport’s Core Market“The third of the population that already has a genuine habit”

6. Local Delivery“Because our customers don’t live in a vacuum”

7. Facilities“Easy access to the right facilities”

Creating a lifelong sporting habit

Governance & Efficiency• Governance

– Governance Code for Sport in the UK– All organisations receiving public funding will be

required to comply– Good management & decision making – Fairness & transparency

Creating a lifelong sporting habit

Governance & Efficiency• Efficiency

– More money to the front line– Lower dependence on public funding

• Diversification of funding– Funding from other Government Departments– More collaborations with the third sector– Serving customers better– More commercial funding

Creating a lifelong sporting habit

Working with Us• Take time to reflect

• It’s what you can do that counts, not who you are

• Finding a common purpose

• Wider range of organisations

• Sport England as broker and collaborator

• Simplified competitive processes