Sport development is not just about a single pathway
A focus on customer needs is important for growing sport participation.
by Jak Carroll, Strategic Sport Solutions
The sport pathway or pyramid has always been at the forefront of sport development discussions. It is based on the premise that one of the key aims of the sport system is for champions to “rise to the top” through a structured route moving from club competition to elite performance.
But what if sport development was looked at in a different way? What if it was viewed through the prism of participation, where getting as many people as possible to be active through sport was the most important thing?
If that were the case, surely offering multiple entry or touchpoints for sport would be crucial to cater for people’s varying tastes and needs. However, for some sports, there is really only one entry point and only one participation option: join the local club and play in the local weekly competition.
It’s a bit like operating a restaurant that only offers dine-in options and only one menu item. This works for one group of customers but is not attractive to many others.
McDonalds is a good example of a restaurant that not only has a diverse menu, but also has multiple entry points to cater for different needs: there is dine-in, take-away, drive-through and even online delivery through third parties.
So which of the following entry points does your sport offer?
Shorter less formal competitions or come and try days for the purely recreational participants.
A “pay as you play” model. One-off bookings where people can book a facility and arrange a casual session at their convenience.
Social hook-ups centred around community facilities for groups such as youth, older adults, culturally and linguistic diverse communities. This is an area where partnerships with local government authorities are crucial.
Sampling your sport as part of community festivals, events or shopping centre promotions.
Participation opportunities in non-traditional settings such schools, universities, and corporate workplaces.
Masters Games competitions to attract older competitors back to your sport.
Online events where participants can compete and interact virtually with others interested in the same activity.
While doing all this is not easy, it certainly requires a different mindset. A mindset based on putting the customer first, on building partnerships, and finding alternative ways to deliver sport.
There is no doubt that having pathways in sport for those who want to be the best they can be is important.
But having multiple entry points for those who want to experience the fun, physical activity, mental wellbeing, and social interaction that sport offers is equally important.
Does your organisation need some help with planning or governance? Jak Carroll has extensive experience in the sport and nonprofit sectors, including consulting to organisations and conducting training sessions. If you are interested in some quick advice or having Jak work with you on your next project, please click here