Coronavirus

The value of being active has continued during the pandemic, with many people recognising the benefits of exercise on their physical and mental health.  

Some have discovered new activities that they intend to continue once restrictions are lifted, while others are looking forward to returning to activities they have not been able to do. 

However, our research has shown that some groups have been finding it harder to be active than others.  

With many people and communities feeling excluded, this spring and summer is a critical moment to be more inclusive, more relevant and tackle these inequalities.  

We also recognise that some people may not return to the activities they were doing before the pandemic - with increased levels of anxiety, ongoing restrictions due to health conditions, safety and hygiene, financial issues, a disruption of habit or the creation of new ones based around the home, being concerns. 

A combination of improving weather and the successful vaccine rollout is set to boost people’s motivations and ability to be more active, however.  

Research from around 2,000 adults carried out between 26 February and 1 March, shows over half of people (51%) feel less worried about doing sport and physical activity now the vaccine rollout has started - up from 40% in January. 

Last summer, as restrictions lifted, people told us the importance of human interaction in staying active and being able to spend time with friends and family. The social component of sport and physical activity being a key factor in adult and children’s enjoyment of being active. 

Our new insight also shows that people may be lacking in confidence after such a long break from their usual activities, so we’re encouraging people to ‘ease’ back into activity and celebrate ‘small wins’. 

As sport and physical activity reopens, we'll continue to monitor and understand attitudes and behaviours, providing actionable insights to support partners in welcoming new and existing participants.
  

Five simple ways you can help people return to sport and physical activity

As outdoor sport reopens next week, we’ve prepared some advice and ideas based on the tracking and monitoring we’ve been doing with people around their attitudes, intentions and feelings about getting back out there.

Our most recent research shows activity levels are significantly lower than they were before the pandemic. On top of that, people are feeling nervous about their abilities and their conditioning – 30% of people report a decline in their strength abilities, for example.

But people are looking ahead to the future positively, with the changing weather and the vaccine rollout both likely to play a significant role in encouraging people to get out there, play sport and be active. Here’s what people have told us will help them to return to play.

Showcase your safety measures

The issue: While the vaccine rollout has created a sense of optimism and some people are feeling less worried about being close to others, there are more cautious people who don't see the vaccine as a silver bullet. Many told us they're still conscious about influencing transmission rates in the community or catching it themselves.

How you can help: People expect providers to overtly convey and enforce Covid-19 safety measures including managing any limitations on numbers, especially indoors, enforcing social-distancing measures, cleaning and using signage that encourages positive behaviour. For team sports, you should make the guidelines under which you’re operating very clear from the off.

Emphasise the enjoyment factor

The issue: More than half of people (58%) told us they miss the activities they were able to do before the outbreak. They want to think of exercise as something enjoyable to look forward to, and it plays different roles in people’s lives.

How you can help: Make sure your provision in the coming months is highly enjoyable and fun. Give people something to look forward to. Tailor your messages to emphasise what your activity will bring people – fun, confidence, ‘me time’, a social element, wellbeing and fresh air.

Mental health matters – but show the benefits, don’t tell

The issue: The pandemic and dreary weather has taken its toll on people’s mental health and motivation. People tell us they already know that staying active is a positive way to alleviate this, but that when they’re experiencing a lack of motivation, having it pointed out to them can make them feel guilty, so it has the opposite effect.

How you can help: You don’t need to tell people that physical activity and sport is good for their mental health – they already know this. People are responding better to compassion. Messaging should centre around making small lifestyle changes and building up gradually to increase physical capability as well as confidence. Encourage people to share their own stories, be kind to themselves and celebrate the daily victories.

Ease people back in

The issue: Even some of the most active say their fitness levels have been affected by the pandemic. Deconditioning and loss of strength is likely to present a real challenge to people’s confidence and motivation.

How you can help: Work with your coaches and providers to ensure they understand the need to ‘go easy’. Encourage people to make small, manageable changes to everyday habits to increase strength and stamina, as well as confidence. Take it slow and celebrate small wins. Encourage people not to give themselves a hard time on days they do not meet their own expectations or goals.

Keep it cheap or free

The issue: Since the start of the pandemic, employment levels for those aged 16-24 and 65+ have fallen by 6%, creating extra financial burden. Women, younger adults, people with disabilities and people from Black and Asian ethnic backgrounds are most likely to have been disproportionately affected financially. Many people told us they would rather not commit financially to long-term memberships or subscriptions at the moment.

How you can help: Consider offering low cost, flexible options or hybrid options that help people build up to fuller payments.