A new look at the latent demand for sport and its potential to deliver a positive legacy for London 2012

Abstract

The current policies in England for increasing participation in sport have clear strategies and targets which were devised as part of a desire for an Olympic legacy at grassroots level from London 2012. One of the five legacy targets for the games was to introduce an additional 1 million people into regular participation by 2013, known as the ‘1 million indicator’. Two national surveys have been developed by the Department for Culture Media and Sport (Taking Part) and Sport England (Active People) alongside the Mosaic Tool from Experian. The surveys can track changes in participation and improve our understanding of participation and non-participation. This has allowed Sport England to develop 19 market segments which improve its understanding of attitudes towards sport. Secondary analysis undertaken on the results challenges the idea that latent demand for sport is present only in those individuals who do not currently participate. A strategic approach to attract and engage those individuals who currently do not achieve the recommended target of three sets of 30 minutes of sport a week, but exhibit latent demand for sport and physical activity, should be the key target group to focus on as part of the London 2012 legacy targets. National policies now have a greater potential to be implemented at a micro-level using the market segmentation profiles in clear catchment areas alongside strategic tools such as the Ansoff matrix and process of engagement/theory of behaviour-change models.