Aquatics Strategy 2017 2021 - INSPIRING ACTIVE LIFESTYLES THROUGH SWIMMING - Active Centres
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Circadian Trust April 2017 Aquatics Strategy 2017 - 2021 INSPIRING ACTIVE LIFESTYLES THROUGH SWIMMING PARTICIPATION • OPPORTUNITY • HEALTH • DEVELOPMENT
1234
SECTION SECTION SECTION SECTION
Welcome Executive Introduction Mission,
from the Summary Vision and
Chief Values
Executive
Community
Governance (Aquatic) Aquatic
5678
& Structure Aims Outcomes References
SECTION SECTION SECTION SECTION
1
1
SECTION
Welcome from the
Chief Executive
Circadian Trust (CT) has enjoyed tremendous The Strategy will not necessarily be about
success with its innovative approach to providing solutions or making decisions, its
service development and delivery since it was about aspirations, goals and outcomes and
established over ten years ago as a registered working in collaboration with stakeholders
charity and social enterprise. and forming partnerships. This will be key in
helping CT meet the challenges that lie ahead
This inaugural Aquatics Strategy will guide and making the most of the opportunities that
our aquatic developments and actions exist to affect a positive change in peoples
over the next four years and look to build lives; further demonstrating our commitment
on the continued growth of our learn to to our mission “Inspiring Active Lifestyles”!
swim programme, while seeking to increase
participation by raising the profile of aquatics
in the community and extending the life
of a swimmer through an agreed aquatics
operating model and development pathway.
Mark Crutchley
Chief Executive
2
2
SECTION
Executive
Summary
This Aquatics Strategy sets out a framework for taking forward the various aquatic activity and development pathways for the next four years (2017 – 2021). It has been produced to ensure that the development of aquatic activity is in the context of Circadian Trust’s strategy to 2018, “The Circadian Way”, its mission, vision, and values. These fundamental drivers guide and direct all the efforts within this document to meet the overarching strategy and the strategic outcomes of our key partners. It is critical CT responds to the demands and challenges placed upon it from customers, the sport and leisure sector, the changing health and fitness market and the wider economic climate whilst being mindful of its status as a social enterprise and helping to meet the health and wellbeing needs of the local community. This Aquatics Strategy must therefore also outline the role aquatics can play in delivery of the regions wider Physical Activity Strategy, as well as linking to priority themes set out in South Gloucestershire’s Joint Health and Wellbeing Strategy, while also aspiring to help contribute to emerging national strategies for sport and physical activity.
2.1 Definition 2.2 SWOT Analysis
For the purposes of this Strategy, “aquatics” The table below identifies strategic and
covers the disciplines of swimming (teaching, operational challenges that currently exist
participation, performance), diving, lifesaving, through consultation with teams across the
triathlon and a range of water based activities Organisation to inform the strategy, in the form
(e.g. sub-aqua, water polo) which may require of a SWOT Analysis (Strengths, Weaknesses,
access to supervised pool space for training Opportunities and Threats).
and/or active participation.
STRENGTHS WEAKNESSES
• A portfolio of modern facilities mixed • Not enough information or education
with facilities that have received to the public about swimming and its
substantial investment and refurbishment positive effects on physical/mental
and are attractive welcoming and clean. health & wellbeing.
• Varied swimming programme that is • Some ancillary services need investment.
community led and reviewed regularly. • Availability of car parking, particularly at
• Multi-skilled, adaptable, willing peak times at certain sites.
workforce. • Swim programme lacks innovation,
• Committed, loyal, passionate Swimming progression and does not always
Teachers, Coaches compliment other activities.
• Friendly, customer focused Front of • A lack of qualified Swimming Teachers.
House teams. • Marketing and promotion of health &
• Well trained Lifeguards. fitness meaning gym/group exercise and
• A highly successful Swim Academy with not aquatics.
over 8,000 children on the programme. • Historical lack of a co-ordinated
• Over 50 schools using the five pools approach to an aquatics offer involving
for 125 hours per week, providing the operator, local authority, aquatic
opportunities for children to learn to clubs.
swim.
• 3 well established Swimming Clubs with
strong community links.
• Strong, recognised Active brand already
differentiated for Aquatics.
OPPORTUNITIES…TO THREATS
• Drive increases in participation aligned • The continued national austerity
with key stakeholder strategies and measures being implemented and their
partners including Swim England impact, in particular, on other local
and South Gloucestershire Council (SGC) authority services, e.g. education and
• Grow the Swim Academy and develop public health.
a co-ordinated development pathway, • Ongoing funding pressures – CT will
working closely with the Swimming lose its Management fee from the local
Clubs and Swim England. authority by 2020.
• Develop a complimentary Schools
• Increased competition, in an ever
swimming offer that seeks to meet
evolving health & fitness market and
the National Curriculum standards and from private swim schools and pools.
increase water confidence.
• Rethink and redevelop swimming • A decline in swimming participation
programmes and review programme (particularly adults) and loss of income
effectiveness. locally and nationally
• Develop staff training aligned with • Commercial objectives starting to
health & lifestyle and explore ways of outweigh social objectives.
co-ordinating staff development with
stakeholders and partners.
• Raise the profile of swimming through
marketing and promotion, to reinforce
swimming as a key activity to drive
health improvement and lifestyle change.
• Further develop a social benefit aspect
to swim tuition and competition.
2.3 Strategic Context
NATIONAL Putting this policy into practice means
significant change for key organisations
This Aquatics Strategy is being developed at responsible for developing sport, such as
a time of change within the sport and leisure Sport England and, in an aquatic context,
Industry. The health of the nation has moved Swim England, (formerly the ASA) whom
higher up the Government agenda as the Sport England funds as one of a number of
UK faces a physical inactivity epidemic, and National Governing Bodies (NGB’s). In its new
requires the industry and partners to look strategy; Towards an Active Nation, Sport
beyond merely measuring how many people England makes tackling physical inactivity one
take part in sport and physical activity. There of its main priorities, with a significant amount
are also a number of demographic groups of funding available to any organisation who
whose engagement in sport and physical can contribute to the measured outcomes
activity is well below the national average1. in the Governments strategy and proposes
Against this backdrop the Government changes to how NGB’s will be funded in future.
launched its new strategy for sport and Swim England has launched its four year
physical activity; Sporting Future: A New strategy titled “Toward a Nation Swimming”
Strategy for an Active Nation, in December which aims to strengthen the sport and boost
2015, the framework of which will concentrate participation, having already launched its
on 5 key outcomes to redefine what success Participation Strategy; Rediscovering the
looks like in sport2 Nation’s Favourite Sport, which has been
shaped by greater insight data to better
• Physical wellbeing understand the needs of the swimmer. At its
heart is a framework for growing swimming
• Mental wellbeing
which has 3 key strategic aims3
• Individual development
• Social and community development • Increase swimming’s visibility and relevance
• Economic development • Improve the overall swimming environment
• Tailor the swimming offer to different needs
1
Sporting Future: A New Strategy for an Active Nation
2
Sporting Future: A New Strategy for an Active Nation
3
The ASA Participation Strategy Rediscovering The Nation’s Favourite Sport
LOCAL • Only 25.5% of women are doing any sport at
least once a week
South Gloucestershire’s Joint Health and • 18% of South Gloucestershire adults who are
Wellbeing Strategy 2013 – 2016 (JHWS), inactive want to do more sport
identified a number of priority themes with
tackling physical inactivity a key strategic
aim. Approximately 78% of adults in The South Gloucestershire PAS focuses action
South Gloucestershire do not achieve the across three identified themed domains
recommended levels of physical activity (i.e. of Active People, Active Places and Active
the Chief Medical Officer’s recommended level Programmes, these themes chosen as
of at least 150 minutes of moderate intensity they affect everyone that lives or works in
activity per week.4 South Gloucestershire at individual, family
and community level, irrespective of their
South Gloucestershire’s Physical Activity circumstances.6
Strategy 2015-2020, (PAS) which has been
developed to tackle the issue of physical THE ORGANISATION’S STRATEGY
inactivity, goes further in identifying some of
the key findings for South Gloucestershire, CT’s Strategy 2015 – 2018, The Circadian Way,
taken from various data sources5: has identified three areas of strategic focus7:
• One in four of the adult population are 1. Circadian Ethos – “Culture for our
classed as physically inactive, that is, they customers, business and staff”
fail to achieve 30 minutes of moderate 2. Growing the Business
intensity activity per week. They fall into the
3. Business Efficiency and Sustainability
Chief Medical Officer’s “high risk” category
and are at a much greater risk of developing
serious chronic diseases. The Aquatics Strategy is a contextual response
to the above areas of strategic focus and the
• Just 12% of the adult population have done
SWOT Analysis undertaken. It will have key
30 minutes or more exercise on five or six
aims and seek to develop a range of aquatics
days of the last week (data source: View
outcomes to be delivered to contribute to
Point Survey April 2014)
the achievement of the overarching strategic
• A significantly higher proportion of adults objectives, as well as aspire to have a positive
from the priority neighbourhoods indicate influence/impact on the health and wellbeing
that they have not done more than 30 of residents of South Gloucestershire, with a
minutes exercise on any day in the last focus on a culture of developing sector leading
week, compared with those from the rest of services and growing participation, linking
the district (27% cf. 18%) (data source: View to the local and national strategies identified
Point Survey April 2014) above. The aquatic outcomes will be measured
• Currently the prevalence of overweight to assess impact using a set of Performance
(including obese) reception children is 18.2% Indicators (PI’s) that will link to the main
and in year 6 is 27.7% (data source: Public Key Performance Indicators (KPI’s) for the
Health National Childhood Measurement business.
Programme)
• Four in five (80%) of respondents indicate
that excess weight in adults is a problem
in their local area (data source: View Point
Survey April 2014)
4
South Gloucestershire Joint Health and Wellbeing Strategy 2013 – 2016
5
South Gloucestershire’s Physical Activity Strategy 2015 – 2020
6
South Gloucestershire’s Physical Activity Strategy 2015 – 2020
7
The Circadian Way Strategy 2015 – 20183
3
SECTION
IntroductionSwimming is the most popular of sports Swim England, as part of their Participation
activities in Great Britain, participation levels Strategy, have carried out extensive insight
nationally currently stand at around the 2.5 into understanding the market and looking
million mark (Sport England), however this into the possible reasons for the decline in
figure reflects a steady decline in swimming swimming; they have discovered that it is a
from its position in 2006 when over 3 million range of issues that prevent people swimming,
participated in the sport. these are summarised below8
NO ONE SINGLE ISSUE BUT A HOLISTIC CHALLENGE
One fifth of the adult Facilities are perceived The opportunities
English population to be old, dirty and to swim casually are
cannot swim unwelcoming reducing
Swimming is not Crucial information is
Building a swimming
perceived as difficult to access
habit is difficult
‘value for money’ and is confusing
Fewer people are The cost of The existing ‘casual
experiencing swimming swimming to the swimming’ offer is not
in the summer customer is rising meeting the needs
CT operate 5 swimming pools across South the Swim Academy has over 8,000 children
Gloucestershire, of these pools Longwell on the programme, over 50 schools currently
Green is the most recent, opening in 2007; use the pools for around 125 hours per week
Kingswood underwent a pool refurbishment and there are 3 well established swimming
in 2011 to convert its 33 metre pool to a 25 clubs operating out of Kingswood, Yate
metre pool with separate teaching pool; and Thornbury pools. However, mirroring
Bradley Stoke added a main 25 metre pool and the national picture, adult casual swimming
teaching pool to its existing dry side facility attendances were significantly down on the
in 2004. Thornbury and Yate complete the previous year 2014/15 by 2%. The swimming
portfolio of swimming facilities. pool programmes across sites, although
reviewed regularly, have not undergone
In the 2015/16 budget, aquatics accounted significant change for a long period and there
for over a third of the overall budget and is a lack of development and co-ordination
made the second biggest contribution behind between the learn to swim programme,
gyms/group exercise. Certain elements of the schools, swimming clubs and other aquatic
aquatics programme are doing well; clubs/activities.
8
The ASA Participation Strategy Rediscovering The Nation’s Favourite SportAnother significant factor are the ongoing CT’s response is the current strategic plan
national austerity measures and their impact, 2015-18 which details capital investment,
particularly on non-statutory, local authority efficiency reviews and reviews of programme
services, leisure being one of those; Local effectiveness; of which this Aquatics strategy
Government budgets are now much smaller will be one of a number of strategies linking
and non-statutory services are under most to the overarching Strategy. This Aquatics
threat, leading to a programme of facility Strategy represents an opportunity, as
and operator consolidation, as demonstrated identified in the SWOT analysis, to work
by the reduction of leisure facilities and in partnership with stakeholders to drive
pools indicated in the 2016 State of the UK participation, redevelop programmes and
Swimming Industry Report, which states promote swimming and aquatics as an activity
that swimming pools, particularly older to be enjoyed by all ages and as part of a
pools, continue to be closed, as part of the healthy lifestyle throughout all stages of life.
rationalisation programme, with figures
showing that across the UK there were 3,229 The Aquatics Strategy is also an opportunity
sites with 4,626 pools, which is down on the to tap into a large latent demand in South
2015 figure of 3,265 sites and 4,655 pools.9 Gloucestershire for swimming. The following
charts illustrating insight data from West of
By 2020 CT will lose the management fee SGC England Sport Trust (WESPORT) shows the
pay the Organisation to manage the leisure current numbers of people participating in
facilities. This funding loss will need to be swimming at each of the five Circadian Trust
overcome by generating income in other areas, pools (based on 2015 data) and the numbers
aquatics being one of those. of people wanting to participate in swimming.
(Source:Sport England Market Segmentation)10:
Other risk factors include the National
Living Wage and its knock on effect on the
National Minimum Wage, increased pension
contributions, ageing building stock, rising
energy costs and increased competition.
9
The Leisure Database Company 2016 State of the UK Swimming Industry Report
10
WESPORT Market Segmentation Data Pack 2015 (Source: Sport England Market Segmentation)Population
Population within
within 5km
5km ofof the
the Leisure
Leisure Centres
Centres
participating in: Swimming
participating in: Swimming
Population within 5km of the Leisure Centres
participating in: Swimming
3,000
3,000
2,500
3,000
2,500
2,000
2,500
2,000
1,500
2,000
1,500
1,000
1,500
1,000
500
1,000
500
0
500
0
eenn
ieie
ooee
nnee
aa
mm
oonn
ieie
vv
aa
pp
nnee
yy
aa
yy
aa
lislis
kk
dd
JoJo
KKee
aann
eenn
uul l
nndd
mm
rrrr
iliili
ool l
mm
ckck
TTi i
yyl l
BB
aann
aai i
hhl l
lislis
TeTe
PPaa
PPhh
oor r
rnrn
FFr r
eel l
JaJa
rere
PPhh
JaJa
&&
EEl l
CC
AA
LLee
NN
AA
0
HH
BB
eer r
&&
&&
oogg
paphh
ee
sniski
en
ie
e
e
a
m
on
ie
v
a
p
RnRe
y
a
ry
lis
d
aal l
Jo
Ke
en
ul
nd
RoRrm
o
nn
ili
ol
EaEl l
m
ck
Ti
r
yl
B
ai
hl
lis
Te
Pa
Ph
rn
Fr
el
Ja
a
re
Ph
Ja
&
El
C
A
Le
N
A
H
B
er
&
&
og
Bradley
Bradley Stoke
Stoke LC Kingswood LC
LC Longwell Green
Green LC
LC Thornbury LC
LC Yate LC
LC
ph
e
LC Kingswood Longwell Thornbury Yate
si
R
al
El
R
SPORT ENGLANDBradleyMARKET
Stoke LC SEGMENTATION
Kingswood LC PROFILES GRAPHIC:
Longwell Green LC Thornbury LC Yate LC
Sport England has developed 19 sporting segments using socio-economic and demographic
data and overlaid with Sport England’s Active People and satisfaction data as well as the DCMS/
Sport England Taking Part survey. This data is used to profile the different groups behaviour,
preferences and motivations and barriers towards sport:
BEN Competitive Male Urbanites PHILIP Comfortable Mid-Life Males
JAMIE Sports Team Lads ELAINE Empty Nest Career Ladies
CHLOE Fitness Class Friends ROGER & JOY Early Retirement Couples
LEANNE Supportive Singles BRENDA Older Working Women
HELENA Career focused females TERRY Local “Old Boys”
TIM Settling Down Males NORMA Later Life Ladies
ALISON Stay at Home Mums RALPH & PHYLLIS Comfortable Retired
JACKIE Middle England Mums Couples
KEV Pub League Team Mates FRANK Twilight Year Gents
PAULA Stretched Single Mums ELSIE & ARNOLD Retirement Home Singles
Population
Population within
within 5km
5km of
of the
the Leisure
Leisure Centres
Centres
wanting to participate in: Swimming
wanting to participate in: Swimming
Population within 5km of the Leisure Centres
3,500
3,500 wanting to participate in: Swimming
3,000
3,500
3,000
2,500
2,500
3,000
2,000
2,500
2,000
1,500
1,500
2,000
1,000
1,500
1,000
500
500
1,000
0
500
0
eenn
ieie
ooee
nnee
aa
mm
oonn
ieie
vv
aa
pp
nnee
yy
aa
yy
aa
lislis
kk
dd
JoJo
KKee
aann
eenn
uul l
nndd
mm
rrrr
iliili
ool l
mm
ckck
TTi i
yyl l
BB
aann
aai i
hhl l
lislis
TeTe
PPaa
PPhh
oor r
rnrn
FFr r
eel l
JaJa
rere
PPhh
JaJa
&&
EEl l
CC
AA
LLee
NN
AA
0
HH
BB
rr
e
&&
&&
e
oogg
hh
ee
ap
sniski
en
ie
oe
ne
a
m
on
ie
v
la
p
RnRe
y
a
ry
lis
d
p
aal l
Jo
Ke
en
nd
RoRrm
ili
ol
EaEl l
u
m
ck
Ti
r
yl
B
an
ai
hl
lis
Te
Pa
Ph
rn
Fr
el
Ja
re
Ph
Ja
&
El
C
A
Le
N
A
H
B
r e
&
&
og
Bradley
Bradley Stoke
Stoke LC Kingswood LC
LC Longwell Green
Green LC
LC Thornbury LC
LC Yate LC
LC
h
e
LC Kingswood Longwell Thornbury Yate
p
si
R
al
El
R
Bradley Stoke LC Kingswood LC Longwell Green LC Thornbury LC Yate LCThese figures suggest there is an opportunity to change their behaviour; Sport England have
to almost double the numbers of people, and developed a “Behaviour Change Model” as
variety of people as identified by the Sport part of their Strategy which features five key
England Market Segmentation, swimming at stages of behaviour, that could be utilised by
CT pools. As part of the strategy we must CT to define what key interventions need to be
identify what are the current barriers to these made11:
people participating and what we need to do
NOT ON MY RADAR PRE-CONTEMPLATION
THINKING ABOUT IT CONTEMPLATION
PLANNING TO DO
PREPARATION
SOMETHING SOON
GETTING STARTED ACTION
STICKING WITH IT MAINTENANCE
In addition and linking to the Strategic priority As well as increasing the number of
themed domains of people, places and participants in aquatics, we must also focus
programmes within South Gloucestershire’s on retention – keeping swimmers for longer,
PAS, we need to target and engage the key swimming more frequently and “extending
people/groups not participating and then take the life of the swimmer”. This task has equal
steps to increase the chances of changing importance to bringing in new customers to
their behaviour through availability of sessions, swim and in the current economic climate one
planning, outreach and innovation within our that should be at the forefront of our business.
aquatic programmes at the Centres.
11
Sport England Strategy 2016-21 Towards an Active Nation4
4
SECTION
Mission, Vision
and ValuesThe Organisation’s Mission is “Inspiring Active Lifestyles”. In an aquatic context this means that everyone involved with aquatics within Circadian Trust will be aiming to inspire more people of all ages and backgrounds to swim more regularly over an increasingly longer period of time. Our Vision “Giving more” can be seen in the context of our key aims within this strategy, to provide more opportunities for people to participate, develop and enjoy the health and wellbeing benefits of swimming. Our core values will be aligned and will be key in our ability to deliver the aquatic outcomes outlined in this strategy.
5
5
SECTION
Governance and
Structure5
Circadian Trust is overseen by a board times a year and give full updates on the
of Trustees drawn from across the local areas of the strategic plan being worked
community. The Trustees ensure good on. The structure below shows the people
governance and agree on strategic direction largely responsible for delivery of this Aquatic
for the organisation. The Executive Strategy and how this will influence the overall
Management Team report to the board 4-5 strategic plan:
DIRECTOR OF
OPERATIONS
COMMERCIAL
DIRECTOR
DEVELOPMENT
HEAD OF HEAD OF
AREA HEAD OF
LIFESTYLE CUSTOMER
MANAGER MARKETING
DEVELOPMENT SERVICES
LEISURE CENTRE LEISURE CENTRE LEISURE CENTRE LEISURE CENTRE LEISURE CENTRE
MANAGER BSLC MANAGER KLC MANAGER LGLC MANAGER TLC MANAGER YLC
SWIM MANAGERS6
6
SECTION
Community
(Aquatics) – Key Aims6
• To raise the profile of aquatics in the • To operate a successful Swim Academy
community through the implementation programme at all Circadian Trust pools and
of Swim England’s Framework for growing aquatics development programme and be
swimming, thereby increasing swimming the number 1 choice for learning to swim in
participation for people of all ages and the sub region.
backgrounds.
• To work in partnership with Swim England,
• To align with national and local strategies, swimming clubs, schools and aquatic clubs
in particular South Gloucestershire’s to develop an agreed aquatics operating
Physical Activity Strategy, by targeting the model and swimming and club development
key people/groups, providing access to pathway, thereby “extending the life of the
facilities and developing programmes to swimmer”.
enable all residents of South Gloucestershire
to have the opportunity to make physical
activity a normal part of daily life,
highlighting swimming/aquatics as a
fundamental life skill, as well as contributing
to health and wellbeing.
AQUATIC AIM 1 – PARTICIPATION
To raise the profile of aquatics in the community through the implementation of Swim
England’s Framework for growing swimming, thereby increasing swimming participation for
people of all ages and backgrounds
Since Sport England’s Active people health conditions, means the potential for
Survey began 10 years ago, swimming has engagement in the sport is huge. The
remained the most popular sport in England. following statistics from Swim England’s
Swimming’s unique ability to appeal to both Participation Strategy illustrate this potential
genders, all age groups and fitness levels, as and some of the challenges facing swimming12:
well as to those with physical challenges or
SWIMMING IN ENGLAND
21%
Swimming is the most It is also the most
COMPETITION ASA
1,151
popular participation popular weekly sport
MEMBERSHIP sport in England with
for people aged 55+
193,000
and those with limited
of people in England CANNOT SWIM
OVER 2.5m disabilities (disability
5,050 83
swimming alone would
CLUBS (90% Children) adults taking part on a be the 9th largest
weekly basis sport in England)
POOLS
17.1m
fewer swimming
at 3,918 sites in locations (sites) in
LEARN TO SWIM England 2015 than 2013
2014/15: PEOPLE AGED 14+ SWIM AT 32% of pools are owned by LA’s
2.5m
Growth market 33% by commercial providers and
LEAST ONCE A YEAR 34% by education providers
providing strong
88%
revenue stream AQUAEROBICS
142,000
LEARNED TO SWIM for providers
100K WERE ADULTS
OUTDOOR
WEEKLY PARTICIPANTS of swimming takes
and growing place indoors Growth in events
ONLY 55%
OF CHILDREN AY KEY STAGE 2 64% 41%
(Great Swim, Triathlon) and
23,000 members
80,000 weekly,
of the market of swimmers do no
ARE ABLE TO SWIM 25m is women other exercise
- CURRICULUM REQUIREMENT NOT REINFORCED
The cost to swim had increased by 78% with significant growth
C.2,400 DELIVERERS
in the last decade
100
94%
(E.G. TEACHERS, SWIM SCHOOLS ETC) of people in England live
within a 20 min drive of a registered open water sites
swimming pool
Programmes in the marketplace • Learn to swim (Child and Adult) • Swimfit • Aquaerobics (Aquafit / Aquajog / Aquazumba) • Lane Swimming
Casual Swimming • Club Swimming • Women Only • Over 50s • Open Water (Triathlon/Open Water Swimming/Club)
12
The ASA Participation Strategy Rediscovering the Nation’s Favourite SportEarlier figures have demonstrated that there retaining our existing customers. We intend
is high latent demand for swimming in South to implement Swim England’s framework for
Gloucestershire and our aim will be to inspire growing swimming to help us realise our aim13:
more people to take up swimming while
A FRONTIER 1
FRAMEWORK Increase swimming’s
FOR visibility and relevance
GROWING FRONTIER 2
SWIMMING Improve the overall
swimming environment
Critical to address
ALL 3 FRONTIERS FRONTIER 3
to bring in new Tailor the
swimming offer to
audiences and retain different needs
existing audiences
Under each frontier the key strategic developments, as informed by the SWOT analysis, insight
data and Centre Frontier audits will be the following:
INCREASE SWIMMING’S VISIBILITY AND RELEVANCE
• Innovative use of external imagery to promote • Link to Data Hub and Swim England’s Data
aquatics on and around Leisure Centre Leagues/Swimming Tracker to be able to
buildings. gather, analyse and benchmark activity data
from across the industry.
• A commitment to drive at least two marketing
campaigns a year aimed at swimming/ • Develop the customer journey that
aquatics as well as taking part in Swim incorporates swimming/aquatics within a
England’s National Campaign. Lifestyle offering and relaunch our Centres as
“Lifestyle” Centres.
• Develop consistent key messages on the
importance of swimming as a fundamental life • Identify potential commercial partners and/
skill and its role in health and wellbeing and or professional athlete to develop sponsorship
lifestyle change through marketing material, opportunities and raise the profile of the
website, social media, staff communication/ aquatics programme.
interaction with customers and testimonials.
• Launch an Aquatics Brand Manual; to
strengthen the “Active Aquatics” brand,
develop consistency of delivery across the
sites and be informed by Industry best
practice and standards.
13
The ASA Participation Strategy Rediscovering the Nation’s Favourite SportIMPROVE THE OVERALL SWIMMING TAILOR THE SWIMMING OFFER TO
ENVIRONMENT DIFFERENT NEEDS
• Review car parking availability and develop • Establish a working group to review all
green travel plans across all Centres. Leisure Centre pool programmes with the
core aims of developing a more targeted,
• Develop the Swimming lifestyle Activation
consistent and progressive aquatics
as part of the customer journey, to
programme.
incorporate tour of the swimming pool
and its associated facilities, use of lockers, • Analyse the localised insight data in
swimming equipment available, aquatic line with the Sport England Market
programmes and activities. Segmentation and develop a plan to
target those markets, in conjunction with
• Drive quality systems within the swimming
working with Swim England on delivering
environment, to include hygiene,
programmes based on their research into
improvement in ancillary services and
swimming and non-swimming segments.
facilities.
• As part of developing the workforce,
• Develop the workforce to become lifestyle
introduce “Pool Walkers” to poolside,
advisers, giving advice on health, nutrition
specialist trained, motivational staff who
and being able to advise our customers
are able to give individual advice on swim
on the best aquatic activity/programme to
technique, health, programme choices and
undertake, matched most closely to their
development/performance coaching.
needs/goals.
• Partner with swim tracking technology,
• Develop a capital plan to transform the
compatible with our existing Wellness
culture on poolside at all Centres, to include
Cloud technology, to support individuals
imagery, lighting, refurbishment.
swimming and health and wellbeing goals,
• Develop a Shared Risk Portfolio of Capital motivation and progression.
Investment, which will identify low, medium
and high risk strategies and potential
funding partners for potential new facilities
beyond 2020/21.
These key strategic developments will be led by a Senior Manager with responsibility for
Aquatics, supported by Head of Lifestyle Development, Head of Marketing and implemented at
sites by Leisure Centre Managers. An Implementation Plan will be developed to begin in 2017
and cover the period 2017 – 2021.AQUATIC AIM 2 – ACCESS, OPPORTUNITY AND HEALTH
To align with national and local strategies, the opportunity to become more active and
in particular South Gloucestershire’s Physical thereby helping to increase their health and
Activity Strategy by targeting the key wellbeing, should be at the heart of what we
people/groups, providing access to facilities do. Strategic developments will include:
and developing programmes to enable all
residents of South Gloucestershire to have • Work in partnership with South
the opportunity to make physical activity Gloucestershire Council’s Public Health and
a normal part of daily life, highlighting Wellbeing Division to support their work
swimming/aquatics as a fundamental life across the three priority domains and their
skill, as well as contributing to health and wider health improvement programmes,
wellbeing promoting swimming/aquatics as a fantastic
activity to become active and using the
The Government’s strategy, Sporting Future: Behaviour Change Model (illustrated earlier
A New Strategy for an Active Nation talked in this strategy) as the key driver.
about engaging those demographic groups • Establish a working group to review
who tend not to take part in sport or all Leisure Centre Pool Programmes, in
physical activity, these include women and consultation with the community and
girls, disabled people, those in lower socio- develop a programme that provides access
economic groups and older people. At local and opportunities where possible, to those
level, key findings for South Gloucestershire target groups described above, helping
referred to earlier in this strategy confirm this them to become more active.
with South Gloucestershire’s Physical Activity • Develop a health referral model for
Strategy stating that “we know that those on swimming, linking with a variety of
a low income, females, those from minority stakeholders, including SGC, Swim England,
ethnic groups and those with a disability are Wesport and local NHS surgeries and clinics.
less active than the general population”14
Work on these strategic developments will be
CT has an important role to play in led by CT’s Area Manager, with support from
contributing to these strategies, its facilities Head of Lifestyle Development. Work will begin
are rooted within the community it serves in 2017, with a plan in place through to 2021.
and as a charitable trust, giving those groups
AQUATIC AIM 3 – DEVELOPMENT PROGRAMMES
To operate a successful Swim Academy have fun, develop and stimulate people to
programme at all CT pools and aquatics make (positive) lifestyle choices throughout
development programme and be the number all stages of their life. The key developmental
1 choice for learning to swim in the sub programmes/areas that will contribute to the
region. above are in relation to the following:
Aligned to Aquatic aim 1 and 2, which is LEARN TO SWIM
focused on inspiring more people within
South Gloucestershire to take up and regularly CT already operate a successful Swim
participate in sport, in particular aquatics; CT Academy programme with over 8,000
recognises that to achieve this swimming must children currently on the programme, this
be embedded from an early age as a crucial has progressed from around 2,800 children
life skill, an activity that is accessible to all in 2013/14. However insight data and analysis
and that is valued and enjoyed as part of a from Swim England and demographics indicate
healthy lifestyle. Taking up aquatic activities that the current number could increase
must also be viewed as an opportunity to significantly:
14
South Gloucestershire’s Physical Activity Strategy 2015 – 2020SUMMARY DEMOGRAPHICS
Bradley Stoke
Leisure Centre
20th MAY, 2016
Describing Bradley Stoke Leisure Centre (10 Minutes) in relation to United Kingdom
Creation Date: May 20, 2016
Summary of the Area
The following table details some key demographics for the selected area in relation to the base.
Households within the area 27,966
Households within the base 27,219,324
Population within the area 68,190
Population within the base 64,796,716
Male Population within the area 34,141
Male Population within the base 32,157,745
Female Population within the area 34,049
Female Population within the base 32,638,971
Source: Experian Current year estimates (Mid-year 2014).
Will the area grow or decline?
The current year estimates reveal a population in this study area of 68,190; it is estimated using
projections that the population in this area will change 4.53% over the next five years, 9.07% over
the next ten years, 13.56% over the next fifteen years, and 17.71% over the next twenty years. This
compares with projected national changes of 3.39% for five years time, 6.62% for ten years time,
9.55% for fifteen years time, and 12.13% for twenty years time.
Population Change %
Population projections in Target Area
20%
YEAR AREA AREA%
18%
2014 68,190 0.00 15%
2019 71,280 4.53 13%
10%
2024 74,375 9.07
8%
2029 77,440 13.56 5%
2034 80,265 17.71 3%
0%
9 24 29 34
Source: Experian Population Projections ( 2014 ). 01 20 20 20
-2 - - -
14 14 14 14
20 20 20 20
Area BaseWho lives in the area?
Age Band %
AGE AREA
20%
Under 15 13,004 18%
Age 15-19 4,017 15%
Age 20-24 4,461 13%
10%
Age 25-34 10,013
8%
Age 35-44 10,232 5%
Age 45-54 10,116 3%
0%
Age 55-64 6,987
15 9
-24 4 4 4 4 5+
er 5-1 20 25
-3
35
-4
45
-5
55
-6
e6
d e1 g
Age 65+ 9,360 Un Ag Ag
e
Ag
e
Ag
e
Ag
e
Ag
e A
TOTAL 68,190
Area Base
Source: Experian Age and Gender Estimates (2014).
The largest group within the target area is Under 15 with a count of 13,004, while the smallest
group is 15-19 with only 4,017 .
What is the marital status of the area?
Marital Status %
MARITAL STATUS AREA
60%
Single 16,891
50%
Married 26,374
40%
In a civil partnership 108
30%
Separated 1,256
20%
Divorced 4,632
10%
Widowed 2,806
0%
TOTAL 52,068 gle ed ip ed d d
Sin rri er
sh rat rce we
Ma n ep
a i vo ido
art S D W
iv il p
Source: ONS Census Data (2011). ac
In
Area Base
The ONS data reveals that 32.44% of the population are Single, and 50.65% are Married. 0.21% of
the population are in a civil partnership, 2.41% separated, 8.90% divorced and 5.39% are widowed.What is the ethnic make-up of the area?
ETHNIC GROUP AREA AREA% BASE%
White 59,518 91.16 87.07
Gypsy / Traveller / Irish Traveller 93 0.14 0.10
Mixed / Multiple Ethnic Groups 1,211 1.86 1.98
Asian / Asian British: Indian 1,598 2.45 2.30
Asian / Asian British: Pakistani 304 0.47 1.86
Asian / Asian British: Bangladeshi 60 0.09 0.71
Asian / Asian British: Chinese 662 1.01 0.69
Asian / Asian British: Other Asian 635 0.97 1.36
Black / African / Caribbean / Black British 823 1.26 3.01
Other Ethnic Group 388 0.59 0.92
TOTAL 65,292 100.00 100.00
Source: ONS Census Data (2011).
The ONS data shows the ethnic makeup of the selected area compared to the base.
What is the make-up of social grades in the area?
Social Grades %
SOCIAL
AREA AREA% BASE% 35%
GRADES
AB 6,179 29.59 22.17 30%
C1 6,910 33.08 30.84 25%
C2 4,095 19.61 20.94 20%
DE 3,701 17.72 26.05 15%
TOTAL 20,886 100.00 100.00 10%
5%
Source: ONS Census Data (2011).
0%
AB C1 C2 DE
Area Base
The ONS Census data shows that C1 is the largest grade with 33.08% of people in your target
area. The second largest grade is AB with 29.59%, whilst the least represented grade is D with
17.72% .What is the residential profile of the area by Mosaic UK 6?
Mosaic UK 6 classifies all consumers in the United Kingdom by allocating them to one of 15
Households by Mosaic UK 6%
Groups and 66 Types. The 15 Groups are shown below as a profile using data for Households in
your target area. The groups, types and the supporting descriptive information paint a detailed
picture of UK consumers in terms of their socio-economic and socio-cultural behaviour.
Households by Mosaic UK 6%
30%
30%
25%
25%
20%
20%
15%
15% 10%
5%
10%
0%
rit
y ns ing lity rit
y
ilit
y es
s
ke
rs sic
s rs ge alu
e
ion
s
sio
n bs
pe itio Liv ea cu ab cc Ba nte en dit Hu
os os lR Se St Su ma Re all eV he tal
Pr eP nt
ry
ura or an tic me mi
ly nt l Ch tag t Tra n Co en
ty ig u R ni b s o a sie a in s a R
5% Ci res
t Co D e ur me ing H IF ran
ip LV de Ur
b O
A C ES ub Do JT nic Mo
BP FS G pir Mu M
N
As K
H
Area Base
0%
rit
y ns ng lity rit
y ity es
s ers ics rs ge lue ns ion Hub
s
s pe sitio Livi
R ea ecu tabil ucc ak B as e nte llen Va d itio hes l
o ry S m R a e ra o a
Pr
o
eP nt ral rS an
S
tic me mi
ly nt lC
h ag tT nC nt
ty tig ou Ru nio rb es Ho Fa sie pa int es ba Re
Ci res C D Se u m g I a n c i L V d r O
A C E ub Do in
JT
r ni Mo U
BP FS G pir Mu M
N
As K
H
Area Base
Source: Experian Mosaic UK 6 classification (2014).
The dominant Mosaic Group is H Aspiring Homemakers with a count of 7,819, which is 27.96% of
your target area.
Younger households settling down in housing priced within their means.
KEY FEATURES
• Younger households • Private suburbs • Starter salaries
• Full-time employment • Affordable housing costs • Buy and sell on eBay
Ranked the 5th highest for income out of 15 groups. Ranked the youngest out of 15 groups
Census Data 2011
The Census is a government survey which is conducted every 10 years and covers the whole
country. The information is collected on a single day. The government use the information to plan
what local infrastructure is required in the future such as schools and hospitals.
Each decade the release of Census data for the UK provides analysts with a wealth of information
that allows a rich and detailed picture to be created for each local area within the country. The
most recent Census for the UK in 2011 covered a broad range of topics including population,
households, employment, qualification, ethnicity and health.
A deep understanding of the demographics and socio-demographics of areas as diverse as
neighbourhoods, store catchment areas, and sales or distribution territories can be gained by
profiling and analysing suitable Census variable and can provide insight to help underpin decision
making across a wide variety of sectors.Mosaic UK 6
72 per cent of the information used to build Mosaic UK 6 is sourced from a combination of data
that includes Experian’s UK ConsumerView Database, which provides consumer demographic
information for the UK’s 50 million adults and 25 million households. This database is built from
an unrivalled variety of privacy-compliant public and Experian proprietary data and statistical
models. These include the edited Electoral Roll, Council Tax property valuations, house sale
prices, self-reported lifestyle surveys, term time students from HESA, social housing information
from NROSH, broadband speed information from OFCOM, and other compiled consumer data.
The remaining 28 per cent of the data are sourced from the 2011 Census which provides highly
accurate neighbourhood level information.
All of the information used to build Mosaic is continuously updated. This enables Experian to
verify and update the classification annually, and the segmentation has been built in such a way
that new data can be can be added to provide further insight into the types.
49.7mADULTS
25.2m
HOUSEHOLDS
1.73m
POSTCODES
850m+ SOURCE
450m+INPUT
RECORDS VARIABLES FOR
CLUSTERING &
INTERPRETATION
Mosaic UK 6 Family Tree
Homeowners Affluent Independent
The Mosaic UK 6 family tree
illustrates the major demographic B08 B05
Cosmopolitan
B06
A01
C10 C13
and lifestyle polarities between the
Rural
B07 A02
B09
G26
groups and types, and shows how C12
E18
G27 N57
the Mosaic types relate to each
G28
C11
N58 A03
other. E21 F25 G29
H30 N59
D14
H31 A04
E20 F24
H33 N60
F23
D15
D16 O62
H32 H34
E19 F22
H35 061
D17 O64 O65
M56
M55
Tradlitional
M54 J42
L51
Urban
I37 J41 O63
I38
L53 O66
J40
I36
L50
I39 K44
J43
L52
K45
L49 K48
K47 K46
Supported Limited Resources Renters
Population Projections
Population change is an important element in fluctuations in consumer demand. Our population
projections give a valuable insight into future demand in local areas, enabling you to predict
future business performance, and plan accordingly.
The data is particularly useful if you are targeting specific age/gender ranges - for example, child
care nurseries can find sites where the number of children is set to increase, and football clubs
can target areas expecting growth in the number of teenagers.
Projections of residential population are available for each year from 2014 to 2034. These are split
by gender and 18 age bands.
Census output is Crown copyright and is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.SUMMARY DEMOGRAPHICS
Kingswood
Leisure Centre
20th MAY, 2016
Describing Kingswood Leisure Centre (10 Minutes) in relation to United Kingdom
Creation Date: May 20, 2016
Summary of the Area
The following table details some key demographics for the selected area in relation to the base.
Households within the area 66,721
Households within the base 27,219,324
Population within the area 157,722
Population within the base 64,796,716
Male Population within the area 78,214
Male Population within the base 32,157,745
Female Population within the area 79,508
Female Population within the base 32,638,971
Source: Experian Current year estimates (Mid-year 2014).
Will the area grow or decline?
The current year estimates reveal a population in this study area of 157,722; it is estimated using
projections that the population in this area will change 4.27% over the next five years, 8.12% over
the next ten years, 11.83% over the next fifteen years, and 15.23% over the next twenty years. This
compares with projected national changes of 3.39% for five years time, 6.62% for ten years time,
9.55% for fifteen years time, and 12.13% for twenty years time.
Population Change %
Population projections in Target Area
20%
YEAR AREA AREA%
18%
2014 157,722 0.00 15%
2019 164,452 4.27 13%
10%
2024 170,533 8.12
8%
2029 176,380 11.83 5%
2034 181,741 15.23 3%
0%
9 24 29 34
Source: Experian Population Projections ( 2014 ). 01 20 20 20
-2 - - -
14 14 14 14
20 20 20 20
Area BaseWho lives in the area?
Age Band %
AGE AREA
20%
Under 15 28,841 18%
Age 15-19 8,477 15%
Age 20-24 10,573 13%
10%
Age 25-34 22,465
8%
Age 35-44 23,200 5%
Age 45-54 22,061 3%
0%
Age 55-64 17,027
15 9
-24 4 4 4 4 5+
er 5-1 20 25
-3
35
-4
45
-5
55
-6
e6
d e1 g
Age 65+ 25,078 Un Ag Ag
e
Ag
e
Ag
e
Ag
e
Ag
e A
TOTAL 157,722
Area Base
Source: Experian Age and Gender Estimates (2014).
The largest group within the target area is Under 15 with a count of 28,841, while the smallest
group is 15-19 with only 8,477.
What is the marital status of the area?
Marital Status %
MARITAL STATUS AREA
50%
Single 43,297
45%
Married 57,221 40%
35%
In a civil partnership 280 30%
25%
Separated 2,997 20%
15%
Divorced 11,564
10%
Widowed 8,512 5%
0%
TOTAL 123,870 gle ed ip ed d d
Sin rri er
sh rat rce we
Ma n ep
a i vo ido
art S D W
iv il p
Source: ONS Census Data (2011). ac
In
Area Base
The ONS data reveals that 34.95% of the population are Single, and 46.19% are Married. 0.23%
of the population are in a civil partnership, 2.42% separated, 9.34% divorced and 6.87% are
widowed.What is the ethnic make-up of the area?
ETHNIC GROUP AREA AREA% BASE%
White 137,573 89.55 87.07
Gypsy / Traveller / Irish Traveller 134 0.09 0.10
Mixed / Multiple Ethnic Groups 3,881 2.53 1.98
Asian / Asian British: Indian 1,831 1.19 2.30
Asian / Asian British: Pakistani 1,862 1.21 1.86
Asian / Asian British: Bangladeshi 635 0.41 0.71
Asian / Asian British: Chinese 669 0.44 0.69
Asian / Asian British: Other Asian 1,030 0.67 1.36
Black / African / Caribbean / Black British 5,040 3.28 3.01
Other Ethnic Group 966 0.63 0.92
TOTAL 153,620 100.00 100.00
Source: ONS Census Data (2011).
The ONS data shows the ethnic makeup of the selected area compared to the base.
What is the make-up of social grades in the area?
Social Grades %
SOCIAL
AREA AREA% BASE% 35%
GRADES
AB 9,753 20.17 22.17 30%
C1 16,018 33.13 30.84 25%
C2 11,483 23.75 20.94 20%
DE 11,090 22.94 26.05 15%
TOTAL 48,343 100.00 100.00 10%
5%
Source: ONS Census Data (2011).
0%
AB C1 C2 DE
Area Base
The ONS Census data shows that C1 is the largest grade with 33.13% of people in your target area.
The second largest grade is C2 with 23.75%, whilst the least represented grade is AB with 20.17%.What is the residential profile of the area by Mosaic UK 6?
Mosaic UK 6 classifies all consumers in the United Kingdom by allocating them to one of 15
Households by Mosaic UK 6%
Groups and 66 Types. The 15 Groups are shown below as a profile using data for Households in
your target area. The groups, types and the supporting descriptive information paint a detailed
picture of UK consumers in terms of their socio-economic and socio-cultural behaviour.
Households by Mosaic UK 6%
23%
20% 30%
18% 25%
20%
15%
15%
13%
10%
10%
5%
8%
0%
rit
y ns ing lity rit
y
ilit
y es
s
ke
rs sic
s rs ge alu
e
ion
s
sio
n bs
pe itio Liv ea cu ab cc Ba nte en dit Hu
os Su ma Re all eV he tal
5% ty Pr
os
ig eP u nt
ry
R ura
lR
nior
Se
b an
St
stic ome ami
ly
sie nt a l Ch
intag st Tra
an Co
Ren
Ci res
t Co D e ur me ing H IF ran
ip LV de Ur
b O
A C ES ub Do JT nic Mo
BP FS G pir Mu M
N
As K
3% H
Area Base
0%
rit
y ns ng lity rit
y ity es
s ers ics rs ge lue ns ion Hub
s
s pe sitio Livi
R ea ecu tabil ucc ak B as e nte llen Va d itio hes l
o ry S m R a e ra o a
Pr
o
eP nt ral rS an
S
tic me mi
ly nt lC
h ag tT nC nt
ty tig ou Ru nio rb es Ho Fa sie pa int es ba Re
Ci res C D Se u m g I a n c i L V d r O
A C E ub Do in
JT
r ni Mo U
BP FS G pir Mu M
N
As K
H
Area Base
Source: Experian Mosaic UK 6 classification (2014).
The dominant Mosaic Group is H Aspiring Homemakers with a count of 13,474, which is 20.19% of
your target area.
Younger households settling down in housing priced within their means.
KEY FEATURES
• Younger households • Private suburbs • Starter salaries
• Full-time employment • Affordable housing costs • Buy and sell on eBay
Ranked the 5th highest for income out of 15 groups. Ranked the youngest out of 15 groups.
Census Data 2011
The Census is a government survey which is conducted every 10 years and covers the whole
country. The information is collected on a single day. The government use the information to plan
what local infrastructure is required in the future such as schools and hospitals.
Each decade the release of Census data for the UK provides analysts with a wealth of information
that allows a rich and detailed picture to be created for each local area within the country. The
most recent Census for the UK in 2011 covered a broad range of topics including population,
households, employment, qualification, ethnicity and health.
A deep understanding of the demographics and socio-demographics of areas as diverse as
neighbourhoods, store catchment areas, and sales or distribution territories can be gained by
profiling and analysing suitable Census variable and can provide insight to help underpin decision
making across a wide variety of sectors.Mosaic UK 6
72 per cent of the information used to build Mosaic UK 6 is sourced from a combination of data
that includes Experian’s UK ConsumerView Database, which provides consumer demographic
information for the UK’s 50 million adults and 25 million households. This database is built from
an unrivalled variety of privacy-compliant public and Experian proprietary data and statistical
models. These include the edited Electoral Roll, Council Tax property valuations, house sale
prices, self-reported lifestyle surveys, term time students from HESA, social housing information
from NROSH, broadband speed information from OFCOM, and other compiled consumer data.
The remaining 28 per cent of the data are sourced from the 2011 Census which provides highly
accurate neighbourhood level information.
All of the information used to build Mosaic is continuously updated. This enables Experian to
verify and update the classification annually, and the segmentation has been built in such a way
that new data can be can be added to provide further insight into the types.
49.7m
ADULTS
25.2m
HOUSEHOLDS
1.73mPOSTCODES
850m+ SOURCE
450m+INPUT
RECORDS VARIABLES FOR
CLUSTERING &
INTERPRETATION
Mosaic UK 6 Family Tree
Homeowners Affluent Independent
The Mosaic UK 6 family tree
illustrates the major demographic B08 B05
Cosmopolitan
B06
A01
C10 C13
and lifestyle polarities between the
Rural
B07 A02
B09
G26
groups and types, and shows how C12
E18
G27 N57
the Mosaic types relate to each
G28
C11
N58 A03
other. E21 F25 G29
H30 N59
D14
H31 A04
E20 F24
H33 N60
F23
D15
D16 O62
H32 H34
E19 F22
H35 061
D17 O64 O65
M56
M55
Tradlitional
M54 J42
L51
Urban
I37 J41 O63
I38
L53 O66
J40
I36
L50
I39 K44
J43
L52
K45
L49 K48
K47 K46
Supported Limited Resources Renters
Population Projections
Population change is an important element in fluctuations in consumer demand. Our population
projections give a valuable insight into future demand in local areas, enabling you to predict
future business performance, and plan accordingly.
The data is particularly useful if you are targeting specific age/gender ranges - for example, child
care nurseries can find sites where the number of children is set to increase, and football clubs
can target areas expecting growth in the number of teenagers.
Projections of residential population are available for each year from 2014 to 2034. These are split
by gender and 18 age bands.
Census output is Crown copyright and is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.SUMMARY DEMOGRAPHICS
Longwell Green
Leisure Centre
20th MAY, 2016
Describing Longwell Green Leisure Centre (10 Minutes) in relation to United Kingdom
Creation Date: May 20, 2016
Summary of the Area
The following table details some key demographics for the selected area in relation to the base.
Households within the area 63,487
Households within the base 27,219,324
Population within the area 150,832
Population within the base 64,796,716
Male Population within the area 74,708
Male Population within the base 32,157,745
Female Population within the area 76,124
Female Population within the base 32,638,971
Source: Experian Current year estimates (Mid-year 2014).
Will the area grow or decline?
The current year estimates reveal a population in this study area of 150,832; it is estimated using
projections that the population in this area will change 3.85% over the next five years, 7.49% over
the next ten years, 11.03% over the next fifteen years, and 14.17% over the next twenty years. This
compares with projected national changes of 3.39% for five years time, 6.62% for ten years time,
9.55% for fifteen years time, and 12.13% for twenty years time.
Population Change %
Population projections in Target Area
15%
YEAR AREA AREA%
13%
2014 150,832 0.00
10%
2019 156,636 3.85
8%
2024 162,123 7.49
5%
2029 167,465 11.03
3%
2034 172,207 14.17
0%
Source: Experian Population Projections ( 2014 ). 19 24 29 34
-20 -20 -20 -20
14 14 14 14
20 20 20 20
Area BaseWho lives in the area?
Age Band %
AGE AREA 20%
Under 15 26,570 18%
Age 15-19 8,085 15%
13%
Age 20-24 8,898
10%
Age 25-34 19,240
8%
Age 35-44 21,718 5%
Age 45-54 21,892 3%
0%
Age 55-64 17,706
15 9
-24 4 4 4 4 5+
er 5-1 20 25
-3
35
-4
45
-5
55
-6
e6
d e1 g
Age 65+ 26,724 Un Ag Ag
e
Ag
e
Ag
e
Ag
e
Ag
e A
TOTAL 150,832
Area Base
Source: Experian Age and Gender Estimates (2014).
The largest group within the target area is 65+ with a count of 26,724, while the smallest group is
15-19 with only 8,085.
What is the marital status of the area?
Marital Status %
MARITAL STATUS AREA
50%
Single 37,433
45%
Married 59,393 40%
35%
In a civil partnership 184 30%
25%
Separated 2,624 20%
15%
Divorced 11,108
10%
Widowed 8,635 5%
0%
TOTAL 119,377 gle ed ip ed d d
Sin rri er
sh rat rce we
Ma n ep
a i vo ido
art S D W
iv il p
Source: ONS Census Data (2011). ac
In
Area Base
The ONS data reveals that 31.36% of the population are Single, and 49.75% are Married. 0.15% of
the population are in a civil partnership, 2.20% separated, 9.30% divorced and 7.23% are widowed.What is the ethnic make-up of the area?
ETHNIC GROUP AREA AREA% BASE%
White 139,523 94.84 87.07
Gypsy / Traveller / Irish Traveller 114 0.08 0.10
Mixed / Multiple Ethnic Groups 2,436 1.66 1.98
Asian / Asian British: Indian 797 0.54 2.30
Asian / Asian British: Pakistani 521 0.35 1.86
Asian / Asian British: Bangladeshi 238 0.16 0.71
Asian / Asian British: Chinese 536 0.36 0.69
Asian / Asian British: Other Asian 597 0.41 1.36
Black / African / Caribbean / Black British 1,937 1.32 3.01
Other Ethnic Group 419 0.28 0.92
TOTAL 65,292 100.00 100.00
Source: ONS Census Data (2011).
The ONS data shows the ethnic makeup of the selected area compared to the base.
What is the make-up of social grades in the area?
Social Grades %
SOCIAL
AREA AREA% BASE% 35%
GRADES
AB 9,226 20.64 22.17 30%
C1 14,797 33.11 30.84 25%
C2 11,271 25.22 20.94 20%
DE 9,401 21.03 26.05 15%
TOTAL 44,694 100.00 100.00 10%
5%
Source: ONS Census Data (2011).
0%
AB C1 C2 DE
Area Base
The ONS Census data shows that C1 is the largest grade with 33.11% of people in your target area.
The second largest grade is C2 with 25.22%, whilst the least represented grade is AB with
20.64%.You can also read
