What drives a good experience of sport?

Why do some people – particularly in hard to reach groups – not take part in sport and physical activity? And what public interventions successfully manage to change behaviours and reduce barriers?

The Sport England research team ran a programme of qualitative research around 'understanding participation' that focused on specific priority groups at transition stages of their lives when drop out from sport and active recreation is most likely.

Between January and May 2008, Sport England commissioned Henley Centre Headlight Vision (HCHLV) to undertake three qualitative research projects investigating:

The quality of the sporting experience

What aspects of sport are important to participants, what defines a good and bad sporting experience, what are the key drivers to a great sporting experience, and what is understood by ‘reaching potential’ in their sport?

Download the quality of sporting experience report

Lapsed participants

What are the reasons for the drop-off in sports participation - why do people stop doing sport at certain points in their lives, and what might prevent them from lapsing? Download report.

Download the lapsed participants report

Understanding participation in club based sport

What are the perceptions and appeal of taking part in organised sport - the triggers and barriers to club sport and sustained participation, and the responses to key communication and intervention ideas?

This research was conducted among particular segments from Sport England’s market segmentation. Lifestyles within these segments were explored within the context of organised sport. Questions were also investigated around the perceived and actual barriers for people to ‘join a club’. 

Download the understanding participation report