New places and new people – a different approach to engaging with inactive people

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New places and new people – a different approach to engaging with inactive people

London Sport may have found an answer to the question of how to get more inactive people active

(hint: it may not necessarily involve sports clubs, leisure centres or sports coaches)

Over the years we have seen study after study, read report after report and listened to many conference presentations, all talking about how to get physically inactive people more active.

And, it has to be said, whatever figures you see, that we haven’t really seen massive increases in the number of inactive people taking up sport and physical activity. We do have plenty of people involved with sports coaching and sports development praising the wonders of being active, but in many cases, they talk to themselves and not to the inactive and the people and places they connect with. So, what to do? How do we engage with the inactive people and get them active?

For a while, London Sport, the County Sports Partnership for London, has been studying and considering how to develop a broader and better workforce for getting people active. A couple of weeks ago they published a framework for realising the ambition of London becoming the most physically active in the world and you see the document here.

The challenge of the traditional workforce

The research reveals that 48% of inactive Londoners don’t feel that the traditional workforce (sports clubs, leisure centres and sports coaches), meet their current needs.

At the same time, 38% of people within the traditional workforce in London see working with inactive people as their role (which means that almost two-thirds of sports coaches and clubs in London do not see working with inactive people as their role). Please read that again – yes, so, a large majority of people involved with sport and physical only want to engage with people who already active.
No wonder then that 78% of the traditional workforce doesn’t feel confident that their approach works effectively with inactive people.

So if a cricketer wants to improve his reverse sweep or a gymnast wants to develop her somersault then the traditional coaches at our community sports clubs or leisure centres are more than happy to work with them. But for the inactive person, perhaps with less talent, the situation is more bleak – sop where and to whom do they go get motivated to become active? Answers on a postcard, please.

So, despite all our coach education, club development initiatives and legacy programmes from London 2012 and Glasgow 2014 there is a considerable gap between the traditional sports delivery system and people who simply do not feel that the current places and people where they want to join. (Yes, this research only covers London, but in our experience, these figures represent a fairly universal picture).

Yes, as London Sport points out, we need a better workforce, which can provide a better experience catering to the diverse needs of the inactive part of the population and a broader workforce which involves non-sport organisations from housing to faith centres.
Inactive people want to enjoy themselves, have fun, improve their skills and be part of a welcoming social and sporting experience. Yes, if possible, they want to develop their skills, but they want to do so in an engaging way; they don’t want to be put under undue pressure from an over-ambitious and zealous coach. Also, they want to be active in an environment which they know and where they feel comfortable and at home, which is probably not a leisure centre or sports club full of fit people in leotards!

So, we need to distinguish between ‘sports coaches/fitness instructors’ and the ‘activators/hosts’ who get inactive people into regular activity: We call them Activity Growers.

An Activity Grower is a person who removes the barriers inactive people experience when wanting to become more active and then focus on keeping them motivated, engaged and active.

  1. They engage with local communities and link up with inactive people based on their age, health condition, ethnicity, demographics, and/or location
  2. They are welcoming people in all shapes and sizes
  3. They provide experiences which all types of participants can enjoy
  4. They tell their story through photos, videos and hashtags. From flyers to Instagram – efficient and effective communication
  5. They develop the enterprise culture and skills which can help ensure long-term sustainability
Here based on our work with hundreds and hundreds of all types of providers are some suggestions on how to keep people active from cradle to care-home. • Understand people life stages and adapt your customer offering, experience and communication to each of them. From child to teenager, from boy/girl about town to young parent, and so on. From All-Star cricket for 5-8-year – olds to walking football/basketball to the older generation and everything in between • We are all different and want to be listened to and treated as individuals • We all want to have fun. But, what fun for the coach is rarely what is fun for the average 14-year old. To keep people stay within sport they will have to love it, otherwise, they will lose heart and leave. Get them involved, put a smile on their faces and help them to progress at their pace. Remember that love does change over the years so you will have to change with it.

So, there seems to be a great scope for developing much more innovative solutions for engaging with the ‘hard-to-reach’ communities. Golf in mosques and care-homes, cricket on beaches or football on housing estates, the list goes on…
Remember, this is about getting people active and not about winning medals (having said that, Moen Alli, the England cricketer started playing with a taped tennis ball in a car park…)

Yes, London Sport is absolutely right. If we are to attract and retain more people in sport and physical activity we need to recruit and develop a much broader workforce based in our communities.

Here a Sports Marketing Network we would be delighted to be involved with delivering that.

Six Grow Your Football Club workshops across Wales

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More Than A Club – enterprising football clubs programme in Wales is launched

Six Grow Your Football Club workshops across Wales

The Football Association of Wales announces their exciting new More Than A Club programme, developed to help our community football clubs become more enterprising and sustainable, kicks-off with a range of workshops, across Wales.
This two-year support programme will help our grassroots football clubs to become proficient in creating great experiences for the players, parents and volunteers involved.
Each of Wales’ six Area Football Associations will host a More Than A Club workshop in September and October 2018.

 

For the full programme and to book a place

 
 
The comprehensive programme includes

· Staff development programme
· SMN mentor support to selected number of Focus clubs
· FAW Trust staff mentor support to Development Clubs
· Grow Your Club Workshops
· Webinars
· ‘How to’ Guides
· Best practice e-newsletters

About the workshop

A workshop packed with informative ideas and help on how to make your football club vibrant, visible and viable, provide great experiences, recruit more players and people and communicate better.

Community football clubs are facing strong challenges in order to survive and grow in an increasingly competitive and demanding market. How to attract new members and retain the existing ones, become a hub of the community, grow sponsorship revenue, improve the social life of the club, increase media coverage, benefit from new technology, introduce new revenue streams…

In order to survive and grow football clubs must ‘listen to people’s lives’ and adopt new ways of running their clubs. They need to become more welcoming to attract and retain members and volunteers and they must ‘speak people’s’ language’ and communicate with them in a modern and engaging way.

The workshop will focus on the practical issues of setting up and developing a vibrant, visible and viable Community Football Club, regardless of size and location.

The presenter will draw from hundreds of best practice case studies from community-based, volunteer-run sports clubs from across a number of different sports and countries.

Programme:

• Get the vision right for your club
• Learn to love change
• Become a more welcoming club
• Build and maintain positive relationships with new and existing partners
• How to promote your club and attract new members
• Introduce innovative ways of engaging with your customers and your community
• Learn how to run your club effectively and efficiently
• Develop new ways of working in order to generate new income streams
• How to manage a vibrant community sports club by developing your culture and skills
• Attract and retain skilled and passionate volunteers
• Become well connected to your community
• How to best assess your potential for working with community partners – what are your assets, relationships and skills?

Information about FAW Trust More Than A Club – developing enterprising football clubs across Wales

At the workshop, you will also receive information about this innovative support programme where clubs can apply to become part of a bespoke support programme where they will be inspired and mentored to become more enterprising.

The FAW Trust

The FAW Trust is responsible for the development of football in Wales, from grassroots to national level. For more than 20 years, it’s been our job to work with the Football Association of Wales to protect, promote and develop the game of football to achieve our joint vision of:-

Football for everyone, everywhere in Wales

About the presenter, Svend Elkjaer

Holding a Master in Business Administration, MBA, Svend founded the Sports Marketing Network (SMN) in 2005 for people involved with the commercial, community and marketing issues across all sports and physical activity; be it a club, governing body, local authority or private sports deliverer.

Over the last eight years, more than 4,000 sports providers have benefitted from SMN’s services attending our workshops and presentations, being mentored or receiving consultancy. SMN has also advised, consulted and trained a number of organisations and public bodies including the RFU, FA, Cricket Scotland, Amateur Swimming Association, British Gymnastics, Sport Wales, England Golf, England Athletics, sportscotland, etc.

Thoughts, tools and to-dos you can use – here and now!

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Grow Your Club – the guide

The indispensable guide on how you can make your club a welcoming hub for your community.

Thoughts, tools and to-dos you can use – here and now!

Based on Sports Marketing Network’s work with 4000 community sports clubs across the UK and Denmark this 52-page guide covers how community clubs can develop the enterprise culture and skills required and how to get the vision right and a clear vision of what their club is for. It will help clubs become vibrant through the activities and events the club creates, visible through its communication with members, volunteers, partners and the world at large thus creating a viable club.

It all starts with helping readers to understand how vital it is to develop a welcoming and enterprising culture.

It then focuses on how clubs can become business-savvy and build and maintain positive relationships with new and existing partners. You will also be given the basic tools to promote your club and attract new members by using innovative ways of engaging with your customers and your community.You will learn how to run your club effectively and efficiently and how to develop new ways of working in order to generate new income streams.

Buzzing with all these ideas you will then learn how to attract and retain skilled and passionate volunteers who can help the club implement them.

No boring theory – just inspiring and proven thoughts, tools and to-dos you can use here and now!

Sports Marketing Network believes passionately that we need community sports clubs to prosper. They must become places where people will want to play and exercise and become engaged. They should generally become hubs for their communities, in short. beome places ‘which play a part of people’s lives’.

The Sports Club as a Community Sports Enterprise – the eight key strands
To be really successful, a club must focus on eight key strands and treat them with equal importance

 

  1. Vision and strategy – what are you for?
  2. Develop strong leadership and management
  3. Provide great sporting and consumer experiences
  4. Be for the community
  5. Be welcoming and vibrant
  6. Engage and communicate better internally and externally
  7. Generate income
  8. Getting things done through people
  9. How to overcome complacency and introduce real urgency

How to become #MoreThanAClub
A real Community Sports Club literally sits in the middle of its community and it can, and should. play a vital role for its community.

This can help the club:

  • Build a more active, inclusive and healthier community
  • Improve educational standards in your community
  • Create a safer and more cohesive community
  • Bring together community groups, institutions and associations

Welcoming clubs have more members and make more money 

Listen to people’s lives and adapt what you do, accordingly 

How to run a great Open Day at your sports club
Some key points to consider:

  • Think it through – why are you doing it?
  • People, people, people
  • Who is it for?
  • Make sure a great time is had by all
  • Share value with the community
  • Members ‘spread the word’ – offline/online
  • Welcome everybody
  • Be more than ‘just sports club’
  • Joint promotions with local media
  • Have a friendly point of contact
  • Use social media share the experience
  • Follow up, follow up

Enterprise and Innovation has to play centre stage at your club’s income generation 

From Membership Secretary to Club Grower

The eight Rs which will help grow your club –

Rejuvenate, Recruitment, Retention, Renewals, Relationships, Resources, Research, Revenue

How innovative events engage with the community and generate income

Would you, honestly and genuinely, recommend your club as a warm and professional place to volunteer? If not, why not

Introducing The Ten Ts for volunteer management

Grow your Club guide is one of seven guides in Sports Marketing Network’s Grow Your Club series of guides

The other guides include:

The Club as a Hub for the Community (available from 15th August)

Vision, Governance and Improvement at your sports club (available from 15th September)

Leadership, Management and Volunteers at Your Community Sports Club (available from 15th October)

How to Promote Your Club (available from 15th November)

Grow Your Club’s Income (available from 15th December)

More People at Your Club (available from 15th January 2018

Buy your copy of the Grow Your Club guide for just £19.50 and make your club vibrant, visible and viable
Or save £19.50 by ordering the whole set of seven guides and pay only £117.00 for the whole set.
Post and package included

To order your copies you can buy online or complete the pdf form and send to svend@smnuk.com 

Grow Your Club – the guide

Hits: 175

Grow Your Club – the guide

The indispensable guide on how you can make your club a welcoming hub for your community

 

Thoughts, tools and to-dos you can use – here and now!

Based on Sports Marketing Network’s work with 4000 community sports clubs across the UK and Denmark this 52-page guide covers how community clubs can develop the enterprise culture and skills required and how to get the vision right and a clear vision of what their club is for. It will help clubs become vibrant through the activities and events the club creates, visible through its communication with members, volunteers, partners and the world at large thus creating a viable club.

It all starts with helping readers to understand how vital it is to develop a welcoming and enterprising culture.

It then focuses on how clubs can become business-savvy and build and maintain positive relationships with new and existing partners. You will also be given the basic tools to promote your club and attract new members by using innovative ways of engaging with your customers and your community.

You will learn how to run your club effectively and efficiently and how to develop new ways of working in order to generate new income streams.

Buzzing with all these ideas you will then learn how to attract and retain skilled and passionate volunteers who can help the club implement them.

No boring theory – just inspiring and proven thoughts, tools and to-dos you can use here and now!

Sports Marketing Network believes passionately that we need community sports clubs to prosper. They must become places where people will want to play and exercise and become engaged. They should generally become hubs for their communities, in short. become places ‘which play a part of people’s lives’.

This guide is designed to help you to achieve that, so apply and enjoy !

Here are some of headlines and checklists from the manual:

The Sports Club as a Community Sports Enterprise – the eight key strands
To be really successful, a club must focus on eight key strands and treat them with equal importance:

1. Vision and strategy – what are you for?
2. Develop strong leadership and management
3. Provide great sporting and consumer experiences
4. Be for the community

5. Be welcoming and vibrant
6. Engage and communicate better internally and externally
7. Generate income
8. Getting things done through people

How to overcome complacency and introduce real urgency

How to become #MoreThanAClub
A real Community Sports Club literally sits in the middle of its community and it can, and should. play a vital role for its community. This can help the club:

1. Build a more active, inclusive and healthier community
2. Improve educational standards in your community
3. Create a safer and more cohesive community
4. Bring together community groups, institutions and associations

Welcoming clubs have more members and make more money
Listen to people’s lives and adapt what you do, accordingly.

How to run a great Open Day at your sports club
Some key points to consider:

1. Think it through – why are you doing it?
2. People, people, people
3. Who is it for?
4. Make sure a great time is had by all
5. Share value with the community
6. Members ‘spread the word’ – offline/online

7. Welcome everybody
8. Be more than ‘just sports club’
9. Joint promotions with local media
10. Have a friendly point of contact
11. Use social media share the experience
12. Follow up, follow up

Enterprise and Innovation has to play centre stage at your club’s income generation

From Membership Secretary to Club Grower

The eight Rs which will help grow your club – Rejuvenate, Recruitment, Retention, Renewals, Relationships, Resources, Research, Revenue

How innovative events engage with the community and generate income

Would you, honestly and genuinely, recommend your club as a warm and professional place to volunteer? If not, why not

Introducing The Ten Ts for volunteer management

Buy your copy of the Grow Your Club guide for just £19.50 and make your club vibrant, visible and viable

Or save £19.50 by ordering the whole set of seven guides and pay only £117.00 for the whole set.
Post and package included

To order your copies please

click here for the shop or

complete the form

or contact Svend Elkjaer on 01423 326 660 email svend@smnuk.com