This plan needs to significantly increase the percentage of the population taking part in sport in the East Midlands from 21.2% to 25.2 %* during the life of this plan. To achieve this goal we need to encourage 133,414 new people into sport. Put another way, during the four-year life of this plan we need to fill all nine of the region’s Coca Cola League football stadiums.

The traditional sport approach will not achieve this, and we need new ways of selling sport, with new messages, developed in ways that are appropriate to specific groups. A customer-centred, high-quality approach is needed to place sport in new settings for new participants.

We will encourage key agencies to consider the contribution sport can make to their agendas. We must plan and develop long-term opportunities for sport and recreation.

*Percentage of adults (16+) taking part in sport (sport, active recreation and walking) at least 3 times per week for at least 30 minutes, at moderate intensity.

For case studies go to our Sport Changes Lives page.

Strategic aims

• To change the emphasis of those delivering sport from a programme-led to a customer-focused approach to meet the needs of participants and players
  
• To encourage continuous improvement in the delivery of sport and active recreation throughout the East Midlands
  
• To make sure key agencies take account of sport in their strategies and plans
  
• To make sure sport and recreation opportunities are planned and developed for the future

Key actions

• Make sure the improvement model Towards an Excellent Service is finalised and put into practice across the East Midlands
  
• Make sure key strategic agencies in the environment and transport sectors provide and plan for sport
  
• Develop a customer demand-led approach to delivering services in the sport sector
  
• Develop a regional marketing plan which can take account of national campaigns
  
• Support key partners in creating a network of community-based activity co-ordinators across target communities in the East Midlands with the skills and resources needed to increase participation in sport
  
• Encourage the East Midlands Regional Local Government Association (EMRLGA) to work with local authorities on collective promotions, for example, discount cards, loyalty schemes, promotions and initiatives
  
• Develop a library of best practice and promote new ways of sharing information across the region
  
• Pilot new ways of encouraging participation in under-exploited areas, for example, canals and towpaths, urban fringe and inner-city environments