- National
Participation in sport declines with age, and by 2020 almost half of the UK population will be over 50 years old. As part of a wider programme of research into understanding participation, Sport England has completed some research among retired people to better understand reasons for levels of participation. The research involved 21 focus groups among those who had recently retired. Respondents were classified as 'active' or 'inactive' based on their answers to questions on how they spent their free time. Key recommendations include:
- Communicate a need
- Provide an opportunity
- Present relevant hooks
- Address barriers
- Make it easy
- Make it comfortable
- Make it possible for ethnic minority (traditional Asian) women
- Reach them appropriately
- Use appropriate role models in advertising
