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.
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.
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.
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.
How can we support people who are inactive to find their way into sport or physical activity? We've gone through a vast amount of research to help answer that question.
Our Active Lives surveys measure the physical activity levels of adults and children and young people across England, providing a wealth of data.
The outdoors presents a huge opportunity to encourage people to get active. But to grow the outdoors activity market, there are some key trends to consider.