At a glance
Coronavirus (Covid-19) has had a profound effect on the world, with social distancing and restrictions on movement resulting in a complete overhaul of the way many people get active.
With the implementation of guidance in England limiting people to one outdoor activity a day and only with members of their own household, the majority of sports and exercise activities became impossible overnight.
As a result, we wanted to know what impact the restrictions were having on the nation's physical activity levels and habits - as well as people's attitudes towards getting active.
Understanding the issue
In order to be better equipped to achieve one of our two main objectives during the coronavirus crisis, keeping the nation active, we needed to know how people's activity levels were affected by the restrictions on movement, as well as people's attitudes to physical activity in general.
This research is helping us to focus our attentions on specific demographics and activities, via our Join the Movement campaign.
It’s also helped us provide advice to the sector through our Return to Play work once restrictions started to be lifted.
Summary
We’ve produced a summary report to help you understands the impact of coronavirus for both consumers and the sport and physical activity sector.
Accurately predicting the impact of such a complex, fast moving, unprecedented situation is almost impossible.
However, this report will help you to build understanding of the position as of January 2021 and then plan carefully to both mitigate the threats and seize any opportunities presented by the situation.
Research
During the coronavirus outbreak we commissioned an ongoing tracker with Savanta ComRes to monitor overall physical activity levels in the periods between Active Lives Survey releases, using a single validated question, alongside other questions on attitudes and behaviours.
We would advise using Active Lives data for the most detailed and authoritative account of physical activity across England and to compare this with activity levels before the coronavirus pandemic.
The Savanta ComRes tracker should be used if you want the latest insight on how behaviours and attitudes are changing during the coronavirus pandemic.
Active Lives Adult and the Savanta ComRes tracker use different methods and tools for measuring physical activity, reflecting the different purpose and role of each. Data are not directly comparable.
Active Lives
Our Active Lives Adult Survey is a world-leading piece of research that collects detailed information on the type, duration, frequency and intensity of specific activities and reports on the percentage of adults (16+) who achieve recommended levels of physical activity.
Adult activity levels had been increasing until coronavirus restrictions were introduced in March 2020, this led to unprecedented drops in activity during the first few weeks of full lockdown between mid-March 2020 and mid-May 2020.
Our report on adult activity levels covering the first few weeks of full lockdown, mid-March-mid-May, provide a picture of life in the early stages of the coronavirus pandemic.
We also have a similar report from our Active Lives Children and Young People Survey, covering the summer term of the 2019-20 academic year.
Savanta Comres
This survey explores the amount and type of activity being undertaken, how activity is changing over time, who people are being active with, and what they are thinking and feeling about being active, during the coronavirus outbreak. Data are not comparable with Active Lives survey data.
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Phase 1 - national lockdown (March-May 2020)
With many activities unavailable during the first lockdown, we saw large numbers walking, cycling and running – despite worries about leaving home – and working out at home to stay active.
Read moreRead lessOverall physical activity levels stayed fairly flat during the lockdown, though many of the same inequalities were present.
Among them, women and disabled adults were notably less active than men or non-disabled people, respectively. Those without access to outdoor space were also less active.
Phase 1 includes waves 1-6.
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Phase 2 – easing restrictions (May-September 2020)
Physical activity levels held as restrictions began to lift in mid-May. Over summer, as other parts of society reopened, the number of people active on most days (five or more days a week) declined, and the number active on some days (1-4 days per week) increased, compared to Phase 1.
Read moreRead lessWhile participation began to pick up among returning activities, walking and home activity saw participation decline as we moved towards autumn.
Phase 2 includes waves 7-12.
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Phase 3 – reinforcing restrictions (September 2020-early January 2021)
With the weather turning and the rule of six and then the three-tier system introduced, the number of people active on most days fell lower by October, despite stable participation in most activities.
Read moreRead lessFurther national restrictions followed in November, with a three and then four-tier system in December.
And although more people returned to walking to stay active, overall physical activity levels stayed at the same lower level.
Phase 3 includes waves 13-14.
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Phase 4 – national lockdown (January 2021)
In the third national lockdown physical activity levels are unchanged compared to Phase 3. With many other activities unavailable, walking and cycling for leisure have increased, as has home activity.
Read moreRead lessPhase 4 includes wave 15 and beyond.
We've also put together a report to show the Savanta ComRes data in full, as well as our accompanying analysis.
If you'd rather visualise the data, we've also converted the Savanta ComRes research into a dashboard that can be used below.
We recommend viewing in full screen mode, where possible. If you encounter issues viewing this report using Internet Explorer, please try another browser.
Our coronavirus hub has information on our funding packages, support to help projects and organisations through this crisis, and more.
Return to play
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.