County Networking Day Examines What Motivates us to get Active Outdoors?

County Networking Day Examines What Motivates us to get Active Outdoors?

Posted: Wed, 04 Nov 2015 10:29

At this month's County Networking Day (Wed, 18th Nov at the Mansion House SG18), we are delighted to confirm that Kelly Gordon will open proceedings with a presentation of the findings from the major research project 'Getting Active Outdoors: A study of Demography, Motivation, Participation and Provision in Outdoor Sport and Recreation in England'.

The work was commissioned by Sport England, in partnership with the Outdoor Industries Association, and examines the demand and supply of outdoor activities and takes an in-depth look at the profile of the outdoor consumer. Kelly was the project director and is a leading consultant in sports participation and market analysis.

8.9 million people are currently active outdoors and of these, 2.9 million say that they would want to do more. However, 18.2 million people are not currently active outdoors but express a desire to re-engage and participate in the next 12 months.

So, according to the research, what is it that motivates us to get active outdoors and what would encourage us to do more?

Naturally, motivations for getting involved in outdoor activity vary with age and stages of life. In order to understand preferences and motivations, the research classified people broadly into one of eight groups;

  • Explorer – likes sense of being part of and exploring the natural world
  • Adventurer – enjoys adventure and pushing themselves physically
  • Thrill Seeker – likes an adrenaline kick
  • Fitness in nature – likes to keep fit in the outdoors for fresh air and freedom
  • Challenger – pushes self and focussed on achieving a goal
  • Freestyler – activity is a way of life and of self-expression
  • Tribe member – committed to their activity and take it very seriously
  • Learner – activity is a means by which to learn and develop personally

The largest group by far is the Learners at an estimated 33 per cent (of the 8.9 million people who are active outdoors), followed by the Challengers at 21 per cent then the Fitness in Nature group at 17 per cent. In the minority are the Thrill Seekers at three per cent and Freestylers at four per cent.

In the team Beds and Luton office, we decided that four of us fit into the Fitness in Nature group, two are Challengers, one is an Explorer, one a Freestyler and one a Tribe Member.

Understanding where you fit can not only help outdoor activity providers improve what they do, but also help individuals choose an activity that will appeal most to them.

To enquire about the team Beds and Luton County Networking Day email

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