According to the latest reports from Sport England, early returns from the latest iteration of their biennial effort, The Active People Survey, show that sports participation is increasing nationwide — and the biggest growth is among those over 55.
The proportion of adults over 16 who participate in 30 minutes of moderate intensity sport or active recreation three times a week, has increased by 359,423 — from 19.0% of the population in the period between mid-September and mid-December of 2005 to 19.7% in the period mid-September 2007 through mid-December 2007. The largest rate of growth was among the post-55 age groupers — a 1.3 per cent increase, from 10.9% to 12.2%.
By gender, overall men’s participation increased by 1.1 per cent, from 21.5% to 22.6%, but women’s rates showed no change.
Comparisons to trends in the U.S. and elsewhere are anxiously awaited, but it is fair to say that any race planner or sports-market enterprise that ignores the business potential of this demographic might wish to seriously consider a new line of work.
The staggering amounts of disposable income held by the very group that is living longer and healthier lives, and is turning to sports in increasing numbers, are enough to get the creative planning juices flowing.
The Sport England survey will be completed in the Fall, and will be re-visited for more insight — especially regarding activities in the world of multisport.
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