By Anna Walker
January 2024
We're in one of the most chaotic decades of our lifetimes. How will we build sport's relevance to current and new audiences? Below are my top 6 headline strategies for growing sport participation and membership this year and beyond.
Growth Strategy #1: Know your market and target them with precision. Uncover the power of knowing your audience inside out. Build data-driven, compelling marketing campaigns that speak
to their known social, physical and mental health needs and desires and that resonate on a personal level. Engage with certainty, break the noise and stand out through creativity and a narrative that leaves an imprint.
Strategy #2: Adapt your pathways. Our research tells us that teenagers at the crucial and well-known drop off point, particularly those who are not entering performance pathways, are dissatisfied. For many, sport can become overly competitive, place unrealistic demands on their time and schedule and simply ceases to be enjoyable. What could an alternate experience look like? Best practice, research and collaborative design can help- as can we.
Strategy #3: Embrace agility. The pace of change is increasing. Sport’s ability to forecast, prepare and adapt will determine its relevance tomorrow. What do advancements in areas such as AI and e-sports mean for your sport’s delivery? How can you improve the ability of your organisation, game and sporting system to rapidly pivot?
Strategy #4: Cultivate inclusive engagement. Revitalise your approach by actively engaging and designing (or even reimagining) your program or product for diverse audiences. Actively position your existing culture, systems and structures to be more welcoming and inclusive to new audiences. Are you ensuring your sport resonates with the full spectrum of your community's diversity? Let's foster change.
Strategy #5: Elevate your social impact. What really is your sport, beyond just a game, program or event? It’s the vibrant tapestry of a community, the strength of its infrastructure, the richness of its culture and the collective energy of its workforce, fans and partners. Together, these elements form a powerful response to both individual and societal needs, making it a standout choice for your current and future members.
Dive into the narrative that extends beyond the field, court or track. Explore the interconnected threads of community, culture and collaboration that make your sport a lifestyle, not just an activity. Unpack and amplify the benefits it offers, showcasing how it caters to a spectrum of social, physical and mental health needs. Whether its fostering camaraderie, promoting fitness or nurturing mental well-being, your sport stands as a versatile solution.
Strategy #6: Lead with purpose, not product. (This one’s a catch all, for those playing along!) Simon Sinek famously said “people don’t buy what you do; they buy why you do it.” But sport can so easily get lost defining itself by a set of rules instead of its true value proposition to the community. Don’t be afraid to lean into that vibrant tapestry we discussed (above), to think flexibly about your delivery and how you prioritise your community's and your future audience’s needs over the rigid regulations and playbook. Because your failure to do so- in addition to prohibiting your growth potential- could also lead to your downfall. Let purpose guide your sport’s journey. Think flexibly. Be adaptable. Be ready.
Of course we can help you with all of the above. This is our passion and it's our expertise. We believe in the #FutureOfSport.
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