DATA TO HELP SHAPE FUTURE OF SAILING
Yachting Australia has released the findings of a research report into the
perceptions of sailing in Australia. Developed over six months by leading
sports and entertainment consultancy firm gemba, the report will shape
future Yachting Australia and yacht club programs to increase membership
and participation.
Funding for the research project was provided by the Australian Sports
Commission (ASC) and was conducted between September and November last year
and involved a quantitative survey sent to nearly 30,000 people, including
club members, a series of focus group meetings, primarily with people not
currently in the sport, and workshops with key stakeholders including
Yachting Australia and the BIA.
In releasing the report Yachting Australia CEO Phil Jones said that the
information will be used to shape a number of future programs and
initiatives.
"In working with the ASC on the Participation initiatives in our Strategic
Plan, we jointly identified the lack of solid data and evidence into the
levels of participation in sailing, and what the drivers and barriers were
to increasing it," Jones said. "Whilst there are plenty of opinions in the
sailing community, we really needed solid and objective information about
what club members and the Australian public think of our sport.
"There are no big surprises to what many people would have guessed, but
there are lots of insights and identified priorities that will enable us to
be much more effective in growing participation," said Yachting Australia
Sport Development Director, Ross Kilborn. "The report identifies the roll
out of a national junior program, targeting seven year olds as our highest
priority, closely followed by the development of an entry brand and program
to improve communication with all Australians."
The top six insights in the Report Summary are:
- Australians generally have a low rate of both participation in, and
passion for, sailing (we rank 34th and 37th respectively amongst all
sports)
- Sailing is perceived as an 'exclusive' sport while not being seen as very
'accessible'. Yacht Clubs are generally not welcoming, and are for older
people only
- On average, the starting age of sailing is much higher than other sports
with established junior programs
- Primary and Secondary school age children, and young families have the
highest interest in participating in sailing in the future
- Relaxation is consistently the most important reason for participation in
sailing among both current sailors and those interested in sailing. New
participants are interested in a social, relaxed activity rather than
competition, the later tending to be more important to current club
members.
- The main barrier for future participation is the perceived cost of
sailing. Boat ownership, maintenance, storage costs, and annual membership
payment, are expensive, especially for a family.
www.yachting.org.au/
Full report: http://www.yachting.org.au/?Page=58965
More sailing insights and tales from the racing world at: http://www.sailingscuttlebutt.com/
