Active Leisure Pursuits - UK - April 2008

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• Market in Brief
• A sector dominated by occasional participation
• The one-off experience ghetto
• In tune with the modern leisure consumer
• The sport of non-sportsmen
• Restrictors of demand: Time, money and access
• Time
• Money
• Access
• Restrictors of supply: Funding, cost, legislation
• A grown-up market
• Holiday market an important springboard
• Internal Market Environment
• Key points
• Exercise habits
  • Figure 1: Agreement with selected lifestyle statements, 2003-07
• Sport for the non-sporting?
• We devote time to leisure, not sport
  • Figure 2: Average time spent exericising (mins) till out of breath, 2007
• Opportunity
• Clubbing together benefits participants and sports
  • Figure 3: Sports club membership, 2003-07
• Facility provision restricting opportunity
• Access is more than physical
• Cost and access bigger barriers for the young
  • Figure 4: Outdoor sports that 11-14s like best and how often they do them, 2000-07
• Cost is a major concern
• Media coverage
  • Figure 5: Television sports coverage of active leisure pursuits, 2006
• More TV needed -- but lifestyle as much as sports programming
• Do active leisure pursuits have an image problem?
• Promotion
• Edging onto the curriculum
  • Figure 6: Sports and activities provided by school sport partnership schools during this academic year, 2003/04-06/07
• Club ties not so strong
  • Figure 7: Club links with school sport partnership schools during this academic year, 2003/04-06/07
• Finding funding a real issue
• Activity holidays giving a taste of pursuits
• Broader Market Environment
• Key points
• Active leisure pursuits vulnerable to downturns
  • Figure 8: Trends in personal disposable income and consumer expenditure, 2003-13
• Time-consuming pursuits at a disadvantage in crowded leisure market
  • Figure 9: Weekend leisure time, September 2007
• Participation led by ABs
  • Figure 10: Forecast adult population trends, by socio-economic group, 2003-13
• Gender: participation patterns strongly polarised
  • Figure 11: Trends in the age structure of the UK population, by gender, 2003-13
• Active leisure pursuits can target grey pound
• Older groups becoming more outward-bound
  • Figure 12: Forecast adult population trends, by lifestage, 2003-13
• The health of the nation
  • Figure 13: Incidence of being obese or overweight, 2002-06
• Nation' s weight gain can benefit active leisure
• Promoting healthy attitudes to weight-loss
  • Figure 14: Incidence of feeling overweight, 2005-07
• Health promotion
• The rise of the experience economy
  • Figure 15: Experience days out market size, 2001-07
• Active leisure pursuits take their share of business
• Legislation
• The forces of nature
  • Figure 16: UK average mean temperature, rainfall and sunshine hours, 1998-2007
• The Olympic effect
• Competitive Context
• Key points
• A sporting contest?
  • Figure 17: Sports/activities played or taken part in regularly, 2003-07
  • Figure 18: Sports/activities played or taken part in occasionally, 2003-07
• Threats from all sides
• Required commitment aids retention of regular participants
• Competing for leisure time and money
  • Figure 19: Leisure activities undertaken at the weekend, September 2007
• Focus on leisure, not sport?
  • Figure 20: Consumer expenditure on selected leisure goods and activities, 2002-07
• Spending priorities leave pursuits vulnerable
  • Figure 21: Spending priorities, January 2007
• Strengths and Weaknesses in the Market
• Strengths
• Participation numbers
• Meet consumers' leisure needs
• The ' non-sporty' can take part
• Foothold in experience and holiday markets
• Leisure focus
• Weaknesses
• Occasional participation-led
• Cost of participation
• Time-consuming
• Limitations on opportunity
• Levels of competition
• Market Size and Segmentation
• Key points
• A sector dominated by occasional participation
• Up to a million regular participants in England alone
  • Figure 22: Regular participation in active leisure pursuits, October 2005-October 2006
• Market segmentation -- few losers, but few major gains
• Bungee jumping
• Climbing
• Go-karting
• Horse riding
• Ice skating
• Paintball
• Roller skating/blading
• Sailing
• Shooting
• Skydiving
• Watersports
• Case Studies
• Climbing: Chicks Unleashed
• Horse riding: Aintree International Equestrian Centre/BHEST
• Roller skating: Coaching and SkateSmart
• Sailing: RYA Volunteer Support Programme
• Shooting: National Shooting Week
• Water sports: National Windsurfing Week
• Leisure Habits and Attitudes
• Key points
• Leisure habits
• Half of adults able and potentially willing
  • Figure 23: How leisure time is spent, February 2008
• Most active adults difficult to divert
• Potentially a mass market
• Attitudes towards leisure
• Active leisure pursuits well equipped to appeal
  • Figure 24: Attitudes to leisure time, February 2008
• Motivation the main barrier
• Focused targeting required
• Image more important than reality?
• Participation in Active Leisure Pursuits
• Key points
• Significant experience -- even of ' niche' activities
  • Figure 25: Participation in active leisure pursuits, February 2008
• Smaller pursuits have greatest potential
• No fighting the male competitive urge
• Safety net -- no, Internet -- yes
• Extreme sports post-grads
• An interactive pursuit of participants
• Leisure aspects appeal to the moderately active
  • Figure 26: Participation in active leisure pursuits, by how leisure time is spent, February 2008
• Matching appeal to attitudes
  • Figure 27: Participation in active leisure pursuits, by most popular attitudes to leisure time, February 2008
  • Figure 28: Participation in active leisure pursuits, by next most popular attitudes to leisure time, February 2008
• Forecast -- Participation in Active Leisure Pursuits
• Active leisure participation groups
  • Figure 29: Balance of number of active leisure pursuits done or find appealing compared with number not interested in trying, February 2008
• Active leisure participation group demographics
  • Figure 30: Demographics of active leisure participation groups, February 2008
• How groups will change in the next five years
• Scenario 1 -- No assumptions
  • Figure 31: Scenario 1 -- Change in the size of active leisure participation groups, 2008-13, February 2008
• Scenario 2 -- Including assumptions
  • Figure 32: Scenario 2 -- change in the size of active leisure participation groups, 2008-13, February 2008
• Frequency of Participation in Active Leisure
• Key points
• Market split between regulars and one-offs
  • Figure 33: Frequency of participation in active leisure pursuits, February 2008
• Potential in the holiday market
• Regulars vs one-timers
  • Figure 34: Most popular activities done regularly or occasionally, February 2008
  • Figure 35: Next most popular activities done regularly or occasionally, February 2008
• Women more reliable than men
• One-off participation is less discriminating financially
• Appendix -- Leisure Habits and Attitudes
• Leisure habits -- detailed demographics
  • Figure 40: How leisure time is spent, by demographic sub-group, February 2008
• Attitudes towards leisure
  • Figure 41: Most popular attitudes to leisure time, by demographic sub-group, February 2008
  • Figure 42: Next most popular attitudes to leisure time, by demographic sub-group, February 2008
• Appendix -- Participation in Active Leisure Pursuits
• Activities consumers have participated in -- detailed demographics
  • Figure 43: Most popular active leisure pursuits participated in, by demographic sub-group, February 2008
  • Figure 44: Next most popular active leisure pursuits participated in, by demographic sub-group, February 2008
• Activities that appeal -- detailed demographics
  • Figure 45: Most popular active leisure pursuits that appeal, by demographic sub-group, February 2008
  • Figure 46: Next most popular active leisure pursuits that appeal, by demographic sub-group, February 2008
• Activities consumers are not interested in -- detailed demographics
  • Figure 47: Active leisure pursuits that consumers are least likely to be interested in, by demographic sub-group, February 2008
  • Figure 48: Active leisure pursuits that consumers are next least likely to be interested in, by demographic sub-group, February 2008
• Appendix -- Frequency of Participation in Active Leisure
• Activities done regularly/more than once -- detailed demographics
  • Figure 49: Most popular activities done regularly, by demographic sub-group, February 2008
  • Figure 50: Next most popular activities done regularly, by demographic sub-group, February 2008
• Activities done once -- detailed demographics
  • Figure 51: Most popular activities done once, by demographic sub-group, February 2008
  • Figure 52: Next most popular activities done once, by demographic sub-group, February 2008