Creating sports activity profiles

Case study: Research

Client: Sports Partnership Herefordshire and Worcestershire
Date: 2015
Work: Analysis of existing data

Data Orchard produced sports activity profiles for six districts and two counties served by the Sports Partnership in Herefordshire and Worcestershire.

The aim was to provide a shared evidence base for partnership organisations, to better understand community needs and behaviour change for engaging in physical activity and improving health.

We analysed data from Sport England, Public Health England, and the Office for National Statistics. This included sports participation data geographically mapped against broader socio-economic data including demographic, health, and well-being data (e.g. obesity, mental well-being).

We provided easy to read profiles which included how to target and market improved physical activity to particular groups of the population, in specific geographies, to change behaviour.

The profiles influenced the establishment and strengthening of strategic relationships (the partnership now involves over 850 charities and clubs working in communities, two public health teams, local authorities, Worcester University and Sport England). They used our work to inform strategic objectives and action plans to coordinate and target their resources more effectively.

QUOTE “Data Orchard provided local insight into the sport and physical activity landscape across our area. This was to be used to influence, guide and inform discussions to establish a clear strategy, aid planning and to target resources appropriately. The information supplied looked broader than sport and utilised a variety of data to establish the current participation rates, taking into account demographics and geography and health and well being data. It has aided the establishment and building of strategic relationship as we are speaking from well researched and factual position. Action plans are being developed as a consequence which will include marketing and promotion of not just the activity itself but also the wider benefits.” Stephen Brewster, CEO, Sports Partnership Herefordshire and Worcestershire