In London, the top qualities people value in activity leaders are: approachable and friendly (31%), good communication skills (30%), motivational and encouraging (28%), and knowledgeable about the activity (25%).
This is very similar to the national picture, where the same four qualities are also most important.
Overall, there are both small and clear differences between London and the rest of the UK. This suggests that training in London should be tailored rather than generic, to better reflect local needs and improve participation.
Small differences between groups can strongly shape people’s experiences, so they should inform how activities are designed and delivered.