how to be a demand driven sport: sporting megatrends. · developing your sailing club business. •...
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Australian Sailing |
How to be a demand driven sport: Sporting Megatrends.
Trends in Sport / Sailing
NT Club Conference 14th March 2020
Australian Sailing |
• It’s a question we commonly get asked.
• Not many clubs are operating like a Business, placing potential customers as a priority.
• Business of Sport.
• To grow sailing, means to grow your clubs.
Why this topic?
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Australian Sailing |
What is Business Development?
The activity of pursuing strategic opportunities for a particular
business or organisation, for example by cultivating partnerships
or other commercial relationships, or identifying new markets for
its products or services.
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Australian Sailing |
What is Business Development?
Perhaps more simply:
Good Product/Service | Easy to Access | Correct Price Point | Well communicated
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Australian Sailing |
• Participation
• Racing
• Events
• Social / Recreational
• Food and Beverage – of different scale
• Membership
• Gambling
• Marina
• Hard Stands
• Facility hire
• Equipment hire
• Other venue uses – community orgs.
• Other sport uses – multisport complex
Business areas
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Australian Sailing |
The Business of Sport
• Australians spend $10.7 billion a year on sport and physical activity participation fees
• Less than a third (29%) going to sports clubs $3.5 billion
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Australian Sailing |7
The Future of Australian Sport
Australian Sailing | YOUR NAME or DEPARTMENT HERE
Australian Sport Mega Trends
Australian Sailing |
Personalised sport for health and fitness.
• Individual sport and fitness activities are on the rise.
• People are fitting sport into their increasingly busy and time-fragmented lifestyles to achieve personal health objectives.
• Participation rates for many organised sports have held constant or declined.
• People are increasingly opting to go for a run with headphones listening to music when the opportunity arises rather than commit to a regular organised sporting event.
• We are increasingly playing sport to get fit, rather than getting fit to play sport.
Developing your sailing club business.
• New sailors are more time poor than in
the past.
– How can you make sailing at your club
a time filler not a time waster – efficient
use of time?
• Promotion as fit, healthy, active lifestyle
sport.
• How can you provide sailing in a shorter
(high intensity? High energy? Highly
relaxing) time frame?
A perfect fit
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Australian Sailing |
The rise of lifestyle sports.
• The rise of lifestyle, adventure and
alternative sports which are particularly
popular with younger generations.
• Some element of inherent danger and/or
thrill-seeking.
• Characterised by a strong lifestyle
element and participants often obtain
cultural self-identity and self-expression
through these sports.
• These sports are likely to attract
participants through generational change
and greater awareness via online
content. (Social Media)
Developing your sailing club business.
• Embracing windsurfing, kite surfing,
SUP, foiling, sports boats.
• Multihulls are to be ignored at a yacht
club’s “peril”.
• Promotion of adventure, trill seeking,
lifestyle, environment
• Use of social media – live streaming
from phone, ipad, go pro to Facebook,
Instagram, periscope, twitter
– Opposite approach – tech free.
From extreme to mainstream
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Australian Sailing |
The attainment of health, community and overseas aid objectives via sport.
• The broader benefits of sport are being increasingly recognised by governments, business and communities.
• Sport can help achieve mental and physical health, crime prevention & social development.
• Sports for children and adults is an effective means of reducing the rising rates of obesity and chronic illness.
• If managed appropriately, it can be an effective mechanism to help achieve social inclusion for marginalised groups.
• Sport can also build bridges to other countries and achieve overseas aid, peace, development and foreign policy objectives.
Developing your sailing club business.
• Promotion of the clubs social community
and atmosphere. Smaller groups within
the broader membership.
• Promotion to increase awareness of the
youth/women/older/marginalised/ groups
that your club engages with and caters
for.
• Consideration of a “sister” club
arrangement with a club from the Pacific
Islands, Indonesia, Asia or domestically.
– Youth exchange, instructor exchange,
fundraising initiatives
More than sport
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Australian Sailing |
Demographic, generational and cultural
change.
• Australia face an ageing population.
• There are indications that Australians are
embracing sport into their old age.
• To retain strong participation rates,
sports of the future will need to cater for
senior citizens.
• Australian society has also become, and
will continue to become, highly
multicultural.
• Sporting organisations will be challenged
with capturing the interest and
involvement of diverse cultures.
Developing your sailing club business
• New sailors will buy boats later than in
past generations.
• The average yacht purchase age is 60.
• How can you facilitate easy sailing
opportunities for older people?
• What can you do to introduce other
cultures to sailing?
– Does this need to be at your club?
Let’s take sailing to the customer, not
make the customer come to us.
Everybody’s game
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Australian Sailing |
Economic growth and sports
development in Asia.
• Asia will create tougher competition and
new opportunities for Australia both on
the sports field and in the sports
business environment.
• Asian countries are investing heavily in
sports capabilities.
• As disposable incomes grow, the
populations of Asian countries are
becoming more interested in sports.
• This may create new markets for sports
television, sports tourism, sports
equipment, sports services and sports
events.
Developing your sailing club business
• Are you promoting your club regatta’s
internationally?
– How can you do this?
• Are you in a position to conduct training
for other countries?
• Could you host a trainee?
• Could you conduct an exchange
program?
• Combine sport with tourism with training.
New wealth, new talent
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Australian Sailing |
Market pressures and new business
models.
• Market forces are likely to exert greater
pressure on sport in the future.
• Loosely organised community sports
associations are likely to be replaced by
organisations with corporate structures
and more formal governance systems in
light of market pressures.
• The cost of participating in sport is also
rising and this is a participation barrier
for many people.
Developing your sailing club business
• Does your club conform to modern
business governance.
• SportAUS Mandatory Governance
Principles.
• Can you transform or at least be flexible
to be presented as more than just a
community association?
– Look and feel
• Cost of participating vs cost of
competing?
– What is the difference?
– What can a club do to help?
•
Tracksuits to business suits
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Australian Sailing | YOUR NAME or DEPARTMENT HERE
Australian Sport Mega Trends.
The Future.
Australian Sailing |
INTERNAL
• Potential club advocates
– members | volunteers | staff |
participants | parents | sponsors
• Club membership options
– Flexible (SailPass)
• Member communications
EXTERNAL
• Club signage
• Community engagement
– what, how, why
• Image promotion
– your perception Vs public perception.
• Information on how to get involved
– And stay involved.
A few simple things.
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Australian Sailing |
Marketing/Promotion/Social Media
• Social Media - Video is king!
• Live streaming
• Social Media - Community notice Board posts
• Facebook – tool for organising Instructors, Officials, Coaches, Participants
• Communication
• What messages – fun, fit, healthy, environment, adventure, thrill seeking
What image does your club want to portray?
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Australian Sailing |
A recent survey of participants from Discover Sailing Centres highlighted the 3 biggest
barriers to continuing after a “Learn to sail course” are:
1. Lack of information on what to do next.
2. Lack of information on the next course.
3. Lack of information about access to boats.
We can help tailor information to suit your club to support you in meeting your customer’s
needs (ie. Giving them the information they want, when they want it).
Conclusion
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Australian Sailing |
QUESTIONS / COMMENTS
NT Club Conference 14th March 2020
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