1. Sport and Physical Activity Strategically Increasing Student Participation in Sport Rob Wadsworth Head of Sport University of Leeds

2. Sport and Physical Activity • What is Participation • Why should we be developing participation? • Strategic alignment • How? – the Leeds approach • Case Studies: Rugby and parkrun • What we have learnt….

3. Sport and Physical Activity • What is Participation? • Simply everything – from ‘give it a go’ to playing for your country • Its not just playing/competing – volunteering/leading/officiating

4. Sport and Physical Activity Why should we prioritise ‘increasing participation’? All the benefits that you and I are fully aware of, and probably the reason you have the jobs that you have. • The increasing pressure within sports departments in the HE the sector to justify and demonstrate the contribution it is making to the ‘Student Experience’

5. Sport and Physical Activity • Strategic Alignment

6. Sport and Physical Activity Financial Sustainability Developing Staff and students Raising our Sporting Performance An Excellent Experience Improving Participation Engage with the Community

7. Sport and Physical Activity • We know what we want to achieve but how do we do it? • Market segmentation • Tailor the programmes – use partners • Measure the impact and ask for feedback • Evolve the product – don’t stand still!

8. Sport and Physical Activity MILD ENTHUSIASTS ACTIVE SPORTS PARTICIPANTS Those who participate in sport, but could do more Those who participate in sport, and are keen to continue. These people know the benefits of sport and could be encouraged to do more. These people will play sport almost regardless of our activities. DEVELOP OUR EXISTING PRODUCTS Our Strategy: increase access by innovating our existing programmes, reduce drop-out and foster enthusiasm. INCREASE MARKET PENETRATION Our Strategy: safeguard provision and extend where possible, provide pathways to elite sport. NON PARTICIPANTS COUCH POTATOES NON PARTICIPANTS BUT PERSUADABLE Those who do not participate, and who don’t want to. Have a negative attitude to sport – often established at a young age Those who do not currently participate, but could be persuaded if it was made easy enough. These people may have little time/energy and feel the are not ‘sporty’ enough. These people have little interest in sport/fitness and like ‘putting their feet up’. MARKETING Our Strategy: raise awareness, promote health benefits, change attitude to physical activity. DIVERSIFICATION Our Strategy: Develop innovative physical activity programmes, remove barriers, offer incentives, take sport to them.

9. Sport and Physical Activity • How will you measure success – is it purely a numbers game? • Participation numbers – bygender/ethnicity/faculty/department?? • Demonstrate strategic impact – link directly to your strategy • User experience – surveys/satisfaction scores/forums • Volunteering, employability and workforce • Demonstrate return on investment • Benchmark yourself

10. Sport and Physical Activity • Case Studies: Rugby Programme • 2005 • No provision for rugby at the University beyond the 2 men's teams who competed in BUCS on a weds afternoon. • Recognised that there was a demand for rugby in the University • Engaged with the RFU and identified funding opportunities through HERDP • Developed a rugby development plan in conjunction with RFU – unlocked funding.

11. Sport and Physical Activity • Case Studies: Rugby Programme • Year 1 • 6 teams competing in 15 aside intramural rugby programme • Engagement with Yorkshire referees society to support the programme • RFU supported and facilitated student refereeing qualifications to referee the programme • Year 2 • grew to 12 teams plus 4 University men's teams • RFU were a constant support to develop the programme and the referees.

12. Sport and Physical Activity • Case Studies: Rugby Programme • Year 3 • Pre league ran and administered by RFU to seed the teams to ensure an effective intramural competition • Varsity Intramural competition vsNewcastle • Leverage facility development funding • Year 4 • 5 men's university teams, 1 women's team, 15 Intramural teams. • 4 yr whole sport development plan produced in conjunction with RFU • Referees academy established (student led and supported by University club and RFU)

13. Sport and Physical Activity Case Studies: Rugby Programme – what did it achieve? Financial Sustainability Developing Staff and Students Raising our Sporting Performance Excellent Experience Improving Participation Engage with the Community

14. Sport and Physical Activity • Case Studies: parkrun • a free, timed 5K run held every Saturday morning at 9am • developed in conjunction with Sports Science, ACE and local community • Open to students, staff and members of the Community • managed and coordinated by student race directors and volunteers

15. Sport and Physical Activity Case Studies: parkrun Event number 1 6.10.2007parkrunners: 15 Event number 223 14.1.2012 parkrunners: 247 parkrunners to date 36,880 (5,758) Largest Event – 367 runners

16. Sport and Physical Activity Case Studies: Parkrun what did it achieve? Financial Sustainability Developing Staff and Students Raising our Sporting Performance Excellent Experience Improving Participation Engage with the Community

17. Sport and Physical Activity • What we have learnt…. • Effectively link your work to the organisational strategy • Tailor your programmes accordingly • Work with partners – internally and externally, they will support you. • Ask for feedback, regularly - things do change • Articulate your achievements • Be prepared to fail – International Students