Acting Today for an Active Tomorrow
What could the future of sport in Wales look like? How do we
create Sportopia in Wales?
Working in partnership with Future Foundation, the
Advisory Group have scanned the horizon to identify headwinds,
tailwinds and mega trends which could impact on the world of sport
not just tomorrow, but five, ten, fifteen years from now.
In our report, Acting
Today for an Active Tomorrow, we set out what each of these
themes will mean for sport in Wales, and how each can be harness to
transform Wales into a sporting nation for all.
Seven key themes will shape the future of sport in Wales:
- Engaging consumers in the 21st century will
bring fresh challenges. The consumer of the future will require
ever more flexibility, variety and novelty from sport, and seek to
minimise risk in all its forms.
- Changing society: Demographic forces will
create ever more flexible, less linear lives, challenging
age-focused sporting structures and lessening the impact of
'drop-out', which may no longer be permanent.
- Understanding changing identities will be
crucial for sports providers, who can tap into sport's power to
create shareable experiences and allow us to show the best of
- Switched on society: As we become ever more
demanding and time-poor, consumers will require providers to become
more sensitive to their needs, taking a more commercial approach by
putting the participant first.
- Unlocking the full potential of the digital
revolution will be fundamental in transforming how people
engage with sport. Technology will enable us to create new sporting
communities and personalised participation experiences. The data
that this technology produces can give providers the data and
insight they need to decide on what we'll want next. There will be
a constant need to review our sporting products, make improvements
and make it fit with what participants want to do next.
- Healthier Lives: Sports providers will need to
respond to the health demands of an ever more informed, autonomous
and self-regulated consumer, setting out clearly how an activity
will benefit potential participants.
- A shifting economic and political landscape:
to address the inequality that may result from increased reliance
on technology, income polarisation and the commercial mindset of
providers, policy resources should be concentrated on reducing the
impact of social inequality on sport by helping those who need more
support to becoming active.
Working with Future Foundation and supported by nine partners from
education, sport and health, the Advisory Group published 'Acting
Today for an Active Tomorrow' in November 2014.