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CONSUMER RESEARCH


customer-centric approach: providing information through channels that people can readily access, for example, and making programming/activities more convenient for people to fi t into their busy everyday lives.


THE LONDON 2012 LEGACY Continuing on the participation theme, HAFOS also asked about the London 2012 Olympic Games. An overwhelming 76 per cent of respondents said they thought the event had encouraged people to be more active, with only 15 per cent disagreeing with this statement. However, overall only 22 per cent of respondents said the Games had encouraged them personally to be more active, while only eight per cent of inactive people said that the 2012 Games had encouraged them to get moving. Among respondents who had been encouraged to be more active, most had taken to running/walking (49 per cent), followed by using a gym/health club (30 per cent). Only nine per cent said they had taken up formal sport. Opportunities to get back into traditional sports after


Olympic Legacy: 30 per cent of those inspired to be more active went to the gym


school/university are generally not as readily available as other activities. In addition, while there have been attempts by sports such as hockey and netball in particular to bring adults back into sport, more could be done to make sport attractive and an enjoyable social opportunity for people of all age groups. Of those who were encouraged by the Olympics to be more active, seven per cent had done no moderate activity in the previous three months. Ten per cent had previously achieved only 1 x 30 minutes of moderate activity a week, and 19 per cent previously did 2 x 30. In total, therefore, 36 per cent of those who were


FIGURE 4: What’s stopping you from doing more? 3% 2% 1% 10%


■ Not enough time - work ■ Costs involved ■ Other ■ Not enough time - childcare ■ Health problems ■ Not enough time - home ■ Lack of confi dence ■ Not sure how to start/what to do ■ No convenient and accessible facilities


37% 11% 12% 12% 13%


inspired by the Games to be more active had previously not been meeting the recommended minimum levels of weekly physical activity. Nevertheless, the group that saw the biggest uplift was those already achieving 3 x 30 – 24 per cent of those who had been inspired by the Games fell into this category.


Overall, then, the message seems to be that people saw the Games as having a positive impact on everyone else, but not necessarily on themselves. The event also seemed to have more of an impact on those already active and open to doing more, rather than on sedentary people.


POPULATION POLARISATION This latest HAFOS shows a degree of improvement compared to previous years, perhaps in part due to the positive impact of London 2012. However, there is a real concern that these changes in activity may not be permanent, and also that the divide between the active and the inactive is becoming ever greater. Those who are interested in their health – who are participating in an increasingly wide range of activities, as well as getting more active, more often – are distancing themselves more and more from the sedentary population who still struggle to fi nd the motivation and time to do anything but basic physical activity. ●


FIGURE 5: To what extent would the following encourage you to use these leisure centres/facilities? (strongly encourage/encourage)


Improved facilities


Better programming (eg single sex sessions) More childcare facilities


Better range of facilities/equipment Better transport Lower costs (prices) More information


■ HAFOS 2012 25% 42% 29% 62% 47% 0% 10% 20% 30% 40% 50% 60% 70% 56 Read Health Club Management online at healthclubmanagement.co.uk/digital


44% 43%


FOR FURTHER INFORMATION


Mike Hill is managing director of customer insight specialist Leisure- net Solutions, which conducts the annual HAFOS survey. To fi nd out more, to purchase a full report or to fi nd out about other research undertaken by Leisure-net, contact info@leisure-net.org or call +44 (0)1603 814233


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