EDITOR’S LETTER
Getting motivated
he 2012 Olympics are meant to be a catalyst for change, raising standards at elite level and
inspiring couch potatoes everywhere to dust off their sports kit and get back out there to do T
some physical activity. However, as the three-year countdown begins, new data from Sport
England’s Active People survey shows participation rates remain largely flat, with some sports report-
ing a reduction in the numbers taking part and only table tennis showing any meaningful increase.
.ACTIONPLUS.CO.UK At elite level there are signs policymakers are getting ratty with any lack of progress. Sports minister
Gerry Sutcliffe – normally a mild mannered man – had an uncharacteristic outburst over our Wimble-
don performance, calling it “embarrassing” and saying he will reconsider the future funding of tennis PHOTO: WWW
Bradley Wiggins - a great unless more elite players emerge from the system: “Why don’t we have the production-line of players
Tour de France result for Britain other countries do?” he asked the BBC. “We’re not succeeding at elite level and I want to know why.”
e-mail: please use contact’s When it comes to mass participation, we must remember this is the first time sport has laid itself so
fullname@leisuremedia.com open. In years gone by, funding was channelled into sport with no meaningful monitoring taking place,
SUBSCRIPTIONS so no-one knew if it was working. Now, thanks to Active People, we can see exactly what’s happening.
Julie Albone At the moment, facilities are improving and more opportunities are available for people to take part
+44 (0)1462 471915 in sport, but they lack the motivation to get involved. This is something which needs to be examined
EDITOR
Liz Terry closely, as motivation is the key to success when it comes to changing people’s exercise habits. Providing
great facilities and making a logical case for exercise has never been enough to really engage people.+44 (0)1462 431385
MANAGING EDITOR
Karen Maxwell Sport requires and teaches dogged determination and we must expect
+44 (0)1462 471920 nothing less from our sports policymakers. If Active People shows current
PUBLISHER
Nadeem Shaikh policy isn’t working as well as hoped, we need to keep working until it does
+44 (0)1462 471902
NEWS EDITOR Targeted subsidies can work and last issue we reviewed the Active England initiative (SM Q2 09, p24)
Tom Walker which succeeded in motivating people in a number of target groups to take up sport. Active England
+44 (0)1462 471934 funded 241 projects, cost £95m, prompted further investment of £131m and led to 1.4m people taking
JOURNALISTS part. The initiative was based on innovation, so sharing best practice can show effective ways forward.
Martin Nash There’s more work to be done to get the industry joined up – in this issue, for example, we debate
+44 (0)1462 471911
Pete Hayman the challenges some sports face getting access to facilities (page 24). Sport England is funding the
+44 (0)1462 471938 governing bodies, local government is funding the facilities, but they have different agendas, so facility
PRODUCTS EDITORS programming doesn’t always take the needs of sports clubs into account, which hampers progress.
Sarah Todd/Mark Edmonds There is good news, and we need to make sure we celebrate the successes as well as working to
+44 (0)1462 471933
DISPLAY ADVERTISING overcome the challenges. At elite level, our swimmers have done well at the World Championships, our
John Challinor cricketers have beaten the Aussies at Lord’s for the first time in 70-odd years and we’ve
+44 (0)1582 607970 had a high placement in the Tour de France in the form of Bradley Wiggins who
Jan Williams appears on this month’s cover. Our sports people, so long denied the facilities
+44 (0)1462 471909
Tessa Alexander and financial backing which allows them to train at world-class level, are
+44 (0)1462 471903 blossoming with the support they’re getting and with 2012 as a goal.
DESIGN The challenges remain to build on this success while working to find
Ed Gallagher ways to increase mass participation and engage more people in exercise.
+44 (0)1905 20198
Andy Bundy Sport requires and teaches dogged determination and we must
+44 (0)1462 471924 expect nothing less from our sports policymakers. If Active People
Claire Toplis shows that current policy isn’t working as well as hoped, then we need
+44 (0)1462 471910 to review and improve it and to keep on doing this until it does work
INTERNET
Dean Fox
+44 (0)1462 471900 Liz Terry, editor
lizterry@leisuremedia.com
Tim Nash
+44 (0)1462 471917
CIRCULATION MANAGER
Michael Emmerson the leisure media company publishes
+44 (0)1462 471932 spa business
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Issue 3 2009 © cybertrek 2009 Read Sports Management online
sportsmanagement.co.uk/digital 3
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