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Know your audience

We commission, curate and collect research on who's doing sport and activity, and where.

Getting to know you

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Everyone is different. There isn’t one single answer to helping people get and stay active. That’s why understanding the people you’re trying to reach – knowing your audience – is so fundamental.

We’ve put together what we and others know about different audiences and activities to help you with your own work. You can also analyse real data to understand what’s happening with activity levels in regions, cities, towns and villages across England.

Demographic knowledge

Research, learnings, and resources to help you understand how to support people from a number of different target groups to get active, and how different activity types can play a key role.

Demographic knowledge

Data

Discover and analyse real sport and physical activity data and use it to support your own work. How many people in the country have played football in the last 12 months? Or been to the gym? Or choose to walk or cycle to work? Our data can tell you - from a national level right down to local government wards. 

Data

Case studies

We work with different audiences to help get more people across England involved in physical activity. Find out how we've done this and read great examples of what works in our case studies. 

Case studies

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