What future for delivery of sport and active leisure
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The way that we deliver sport and active leisure is a constantly evolving, a process which is being accelerated by the toughening economic climate, changes in peoples lifestyles, constant development in the way we use mobile and social media and the growing uncertainty in the political landscape. Many people within the sector are unclear on how to react to the increased pressures they are facing as they have to be more accountable and results driven, communicate differently with ever-more demanding customers and somehow respond to/liaise with the many new sports deliverers from coaching agencies, NHS, community groups and commercial and social entrepreneurs. This presentation highlights some of the issues which are effecting the way we deliver sport and active leisre and hwo we can deliver better experiences and engage better.
What future for delivery of sport and active leisure
- 1. What future for delivery of sport and active leisure? From place to person, from programme to passion...a new mindset and skillset in sport and active leisure Svend Elkjaer Sports Marketing Network
- 2. Where is all this coming from Marketing and customer consultancy and training for Governing bodies inc. Rugby Football Union, Football Association, England Athletics and WRU Professional bodies inc. SkillsActive, Sport England, ISRM Universities: BUCS, Bradford, Huddersfield and Bedfordshire 16 County Sports Partnerships 45+ local authorities More than 2,000 sports clubs and 200 leisure centres
- 3. Thoughts, Tools and To-dos
- 4. Sport and active leisure does NOT live in a parallel world to the rest of society What future for the leisure centre and sports club?
- 5. We are all different can you serve all these types? The Sportster The Socialite The Socialiser The Driven The Belonger The Boss The Goodie The Whinger
- 6. How do we attract and retain Kevin? everyone wants to be treated as an individual
- 7. How do we attract and retain the Larger Ladies? everyone wants to be treated as an individual
- 8. How do we attract and retain the Blokes in the Pub? everyone wants to be treated as an individual
- 9. Life is changing 25% of us work unsocial hours The family is disappearing We work longer hours and commute more Wii Fit is now in more than 2 million UK homes 50% of Danish teenagers who leave sports clubs, keep playing sport in a more flexible environment
- 10. Some examples of what can happen when people listen snow boarding skate boarding mountain boarding street basketball mini bikes PowerLeague & Goals Soccer Centres Midnight Walks
- 11. Its all happening out there... go and have a look (and learn)
- 12. Adrenaline Alley, Corbyfrom chicken factory to mega urban sports centre
- 13. 油
- 14. Keighley Table Tennis Centre... from textile mill...
- 15. Through 贈15k and hard work
- 16. to Table Tennis Centre
- 17. Samurai aerobics... from Japan
- 18. Football golf... from Denmark
- 19. Zumba... from Latin America (salsaerobics)
- 20. Community gymnastics... from Denmark
- 21. and from South Shields...
- 22. 12,339 dogs (and their owners) participate in the Great North Dog Walk
- 23. 250.000 people play 5-a-side every week at Goals and Powerleague Soccer Centres
- 24. 油
- 25. 油
- 27. 油
- 28. 油
- 29. United Airlines breaks guitar...no apology/compensation United Breaks Guitars receives 8.5m views on YouTube Share price falls by 10% ($ 180 m)
- 30. 油
- 31. 油
- 32. What are people saying about you...tell the story
- 33. 油
- 34. 油
- 35. 油
- 36. If Tripadvisor... what about ratemysport.com ?
- 37. 油
- 38. Who are you for? Whats your brand? You cant be for all
- 39. Austerity Marketing or... how to make more impact with less
- 40. How do YOU listen to peoples lives? (yes, you)
- 41. Get your zooming right
- 42. Your staff are people too! Does your staff age, approach and culture match the expectations of your customer groups? Senior citizens in garden centres, 35+ year olds with posh accents in Majestic Wine, the friendly pub landlord, the Salvation Army officer in the Family Enclosure at the football ground...
- 43. Austerity Marketing... the to-dos Know your customers and staff Encourage creativity and failure Be honest about what works and what doesnt Understand mobile and social media and engage Be bold, not bland Find the Stars on your team and empower them Know who you are for and NOT for
- 44. The to-dos Practice Austerity Marketing Do an Opportunity and Communication Review and Search Understand mobile and social media and engage Be bold, not bland Find the Stars in your team and empower them Know who you are for and NOT for
- 45. If you are like this...
- 46. You can either end up like this?
- 47. or like this...its up to you
- 48. So what you are going to change? Tomorrow Fortnight 3 months
- 49. Man who doesnt smile, should not be involved with sport and leisure Chinese proverb (from Yorskhire)
- 50. Lets stay in touch Svend Elkjaer Sports Marketing Network 5 Station Terrace Boroughbridge YO51 9BU Tel: 01423 326 660 Email: svend@smnuk.com