Redesigning sport to target new audiences

Thursday 10th May - 09:55-10:30

Sports and sporting activities can often seem inaccessible, with a wide range of barriers including cost, location and access, the need for specialist kit and equipment, a perceived need for expertise/experience...

If the nation is to become more active, changes in the approach and delivery of sporting offerings are necessary.

This session will explore two best practice case studies – shining examples of how traditional sports can be redesigned and simplified to target and attract new audiences, as well as re-engaging those who may not have participated for some time.

Kate Dale, Strategic Lead - Campaigns at Sport England

Day 2: 09:55-10:30 Active Nation

Former journalist Kate Dale is responsible for delivering This Girl Can, Sport England’s multi-award-winning campaign, which is changing the way millions of people think about exercise and physical activity, and has seen 3.9 million more women get active as a result.

Prior to this, Kate spent 10 years as a trade magazine editor before becoming a brand and content specialist for major online banking institutions including Barclays. When time permits, she like to takes part in triathlon, learn to dance and perform with immersive theatre groups such as You Me Bum Bum Train.

RunTogether - helping 40,000 adults to run regularly as part of a group

Matt Birkett, Head of Athletics & Running at England Athletics

Making cricket accessible for all - Last Man Stands Cricket and Women's Softball Cricket

Helen Pack, National Growth Manager at England and Wales Cricket Board

Tracey Francis, Overall Growth Manager at England and Wales Cricket Board