Sport and Physical Activity Strategy
Dave Stock
Principle Officer – Leisure and Recreation (Operational
Services)
2017 – 2021
Update on Progress
Sport England Strategy: Towards An Active Nation
Seven investment principlesSeven investment principles
+Customer
Focus
Underpinned
by
What we
invest in
How we
decide
How we
think
OutcomesSocial and
Community
Development
Individual
Development
Mental
Wellbeing
Physical
Wellbeing
Economic
Development
Tackling
inactivityVolunteering Facilities
Local
deliveryMass
market
Children
and young
people
Core
market
Workforce Coaching Active Lives
Sport England: Towards an Active Nation 2016-21
Background / Process
Stage 1
Data gathering / information
needs
Stage 2
Information analysis / area
narrative
Stage 3
Draft strategy / testing
priorities
Stage 4
Final Strategy
Base Line Data
• Staffordshire Moorlands Locality Profile
(Staffordshire County Council / Staffordshire
Observatory)
• Active People Survey 2012 to 2014 (Sport
England)
• Sport and Physical Activity Local Insight
Report (Staffordshire University, School of
Psychology, Sport and Exercise, Jan 2016)
Ongoing Data to Insight
• Active People data and Segmentation
• Unmet Demand
• Leisure Centre / Membership Data
• Clubs and Coaches Data (location / membership level / split etc.)
• Health Data (JSNA)
• Young People participation data
• Facility Mapping Public / Voluntary / Private (including formal open spaces / play areas)
• GHS Demographic data (gender/age/BME etc.)
• Economic status of the Population
• Clinical Commissioning Groups
• Core Sport / PA programme participation (local non facility programmes)
• Crime / Antisocial behaviour data
• Disability Sport Participants / Clubs
• Housing Growth
Headline demographics
FemalesMales
-10.00% -8.00% -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00%
Under 1 year
1 - 4 years
5 - 9 years
10 - 14 years
15 - 19 years
20 - 24 years
25 - 29 years
30 - 34 years
35 - 39 years
40 - 44 years
45 - 49 years
50 - 54 years
55 - 59 years
60 - 64 years
65 - 69 years
70 - 74 years
75 - 79 years
80 - 84 years
85 and over Staffs Moorlands Female %
Staffs Moorlands Male %
England Males %
England Females %
2015 Population Estimates
2% 2%4%6%8% 4% 6% 8%
POPULATION
DEMOGRAPHICS
Staffordshire
Moorlands
Sport Across Staffordshire &
Stoke-on-Trent (SASSOT)
England
AGE 0-15 16,000/16.48% 198,432/18.08% 18.9%
16-25 10,183/10.49% 139,099/12.67% 13.2%
26-34 8,120/8.35% 113,590/10.35% 12.1%
35-44 13,475/13.88% 152,641/13.91% 14.0%
45-54 14,430/14.86% 156,509/14.26% 13.7%
55-64 14,517/14.95% 141,554/12.9% 11.6%
65+ 20,381/20.99% 195,672/17.8% 16.3%
GENDER Female 49,316/50.7% 533,584/50.44% 50.8%
DISABILITY Not Limited 76,651/78.94% 878,349/80.03% 82.4%
Limited 20,455/21.07% 219,148/19.97% 17.6%
SOCIAL
GRADE
Social
Economic
Groups 1-4
39,401/48.58% 402,019/44.72% 53.5%
Social
Economic
Groups 5-8
28,570/35.23% 348,388/38.75% 37.5%
Demographics Summary
When compared to the Sport Across Staffordshire
and Stoke-on-Trent (SASSOT) area:
Staffordshire Moorlands has
A higher % of :
• 55 + year olds
• Those in social economic groups 1-4
And a lower % of:
• 0 – 34 year olds
• Social Economic groups 5 - 8
Staffordshire Moorlands Locality
Profile 97,900
• 27% of people 16+ are “inactive” (<30min PW)
• 66% of people 16+yrs carry excess weight (43% -overweight / 23% - Obese)
• Too many residents have excess weight, eat
unhealthily and are inactive
• Communities facing multiple challenges; (priority areas) Leek North, Biddulph East, Cheadle North
East, Leek East, Caverswall, Cheadle South East and Churnet.
Staffordshire Moorlands Locality
Profile 97,900
• Around 25% of children aged four to five in Staffordshire Moorlands have excess weight (overweight or obese) with rates being higher than average
• Around 32% of children aged 10-11 (Year 6) have excess weight with rates being higher than average.
• When compared to CIPFA district comparators, for both Reception and Year 6 children, Staffordshire Moorlands had some of the highest excess weight rates
Staffordshire Moorlands Locality
Profile 97,900
• The number of people on depression, diabetes,
dementia and hypertension registers in
Staffordshire Moorlands is higher than the
national averages.
• 21% of residents have a long term limiting illness
or disability
Source: Sport England, APS 6/7 to 8/9
Staffordshire Moorlands– Inactive trend
Year England
SASSOT Staffordshire
Moorlands
2012 29.40% 31.70% 30.70%
2013 28.30% 29.90% 25.10%
2014 27.70% 30.00% 29.80%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
2012 2013 2014
England
SASSOT
Staffordshire
Moorlands
Linear (England)
Linear (SASSOT)
Linear
(Staffordshire
Moorlands)
Source: Sport England, APS 6/7 to 8/9
Staffordshire Moorlands– Inactive disability
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
2012 2013 2014
SASSOT Limited
SASSOT Not Limited
SM Limited
SM Not Limited
Linear (SASSOT Limited)
Linear (SASSOT Not
Limited)
Linear (SM Limited)
Linear (SM Not Limited)
Source: Sport England, APS 6/7 to 8/9
Staffordshire Moorlands – Active gender
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
2012 2013 2014
SASSOT Female
SASSOT Male
SM Female
SM Male
Linear (SASSOT Female)
Linear (SASSOT Male)
Linear (SM Female)
Linear (SM Male)
Source: Sport England, APS
Staffordshire Moorlands – Nearest Neighbours –
Active
45.0%
47.0%
49.0%
51.0%
53.0%
55.0%
57.0%
59.0%
61.0%
63.0%
65.0%
2012 2013 2014
Staffordshire Moorlands nearest neighbours - Active trend
Hinckley and Bosworth
Broadland
South Staffordshire
North Kesteven
Staffordshire Moorlands
Linear (Hinckley and Bosworth)
Linear (Broadland)
Linear (South Staffordshire)
Linear (North Kesteven)
Linear (Staffordshire Moorlands)
Latent Demand
36,000 (+16)
people in
Staffordshire
Moorlands would
like to be more
active
Leisure Centres
Centre
*Average
Membership
Monthly
Visits
Brough Park Leisure Centre 1050 26500
Biddulph Valley Leisure Centre 830 23500
South Moorlands Leisure Centre 530 22500
* Sept 15 – Feb 16
Staffordshire Moorlands Summary
• Headlines:
– Proportion of adults that are inactive is decreasing
– Proportion of those doing 1x30 is increasing
– Proportion that is active appears stable
• Inequalities:
– Gender inequality is widening across all indicators
– Disability inequality is widening
– Active and inactive inequality is widening between
social economic groups
Staffordshire Moorlands Summary
• Staffordshire Moorlands has tends to have larger inequality gaps (especially within those deemed as ‘Active’) between:
– Genders
– Social grade groups
– Between those with and without a disability
• Against nearest neighbours, Staffordshire Moorlands doesn’t compare favourably in terms of the proportion of the population deemed ‘Active’
Progress / Time scales
November 16
• Data
Gathering
• Stakeholder
consultations
• Gap Analysis
January 2017
• Draft
Strategic
Outcomes.
• Draft
Delivery
Framework
March 2017
• Full Draft
Strategy
Refine Data and
ConsultationTesting Priorities
Questions ?