parkrun contribution to DCMS Consultation "A new strategy for sport" October 2015

parkrun contribution to DCMS Consultation: “A new strategy for sport�

October 2015

Contents PARTICIPATION ............................................................................................................................... 3 PHYSICAL ACTIVITY .................................................................................................................... 12 CHILDREN AND YOUNG PEOPLE .............................................................................................. 17 FINANCIAL SUSTAINABILITY .................................................................................................... 21 GOVERNANCE ................................................................................................................................. 23 VOLUNTEERS .................................................................................................................................. 25 INFRASTRUCTURE ........................................................................................................................ 27 FAIRNESS AND EQUALITY .......................................................................................................... 30

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PARTICIPATION Government would welcome views on what action could be taken – by Government, Sport England and the wider sector – to achieve a longterm, sustainable increase in sport participation in England.

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The strategy should be underpinned by a holistic approach to well-being: engendering and tracking wider, permanent (long-term) changes in lifestyle.

This new policy framework/strategy should adopt a broad definition of participation in physical activity to include all forms of sport, leisure time physical activity and active play, active travel, heavy housework, gardening and active or manual work.

There is no ‘one size fits all’ approach to galvanising and sustaining participation in physical activity and effecting lasting lifestyle changes.

Doing so requires a policy framework and coordinated action by a range of stakeholders, at all levels, from the national to the local targeted at areas of most need.

The strategy should specify actions to improve a) the provision of activities, facilities and spaces and their staffing; and b) the marketing/promotion of physical activity and of the related behavioural changes (social marketing) to change the perception of/negative relationship with physical activity and sport. These actions should aim to stimulate demand and achieve effective, appropriate and market-oriented supply, by overcoming the multitude of known barriers to participation and tapping into motivational triggers.

Governmental support doesn’t just include funding, but should focus on best utilising the assets that are already there. That may not be costintensive investment in new facilities or capital-intensive projects, but focus on soft-ware such as capacity building efforts, education, information sharing, collaboration and effective marketing and communications.

The development of actions should draw on previous work and reports, e.g. that resulting from the Parliamentary Inquiry into Women and Sport, the All-Party Commission on Physical Activity and the Health Select Committee (‘Impact of physical activity and diet on health’). Such reports provide a wealth of information, compiled through thorough consultation with stakeholders with practical, sensible recommendations for action.

There is often no need to reinvent the wheel, as much of the work has been undertaken.

Cross-governmental departmental and multi-stakeholder collaboration will be absolutely critical in the development and effective implementation.

The Active People Survey should be revised to capture the full extent and breadth of what the sector does. We need to have a broader means of measuring physical activity (rather than just sport) delivery and uptake.

Volunteering and support for volunteers needs to be promoted and valued, as an essential element of physical activity provision and, often, as physical activity in its own right.

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parkrun is a valuable example of a phenomenally successful, inclusive physical activity provider, which has received very limited governmental support despite having over 1.2million registered participants in the UK, and (as of September 2015) attracting 80,000 runners per week supported by 7,000 volunteers. parkrun provides opportunities for people to regularly participate (through running, walking and volunteering) in a noncompetitive and non-threatening environment, supports community cohesion and development and promotes a range of health related benefits.

Government would welcome views on whether we should be encouraging particular types of participation, •

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This new policy framework/strategy should adopt a broad definition of participation in physical activity to include all forms of sport, leisure time physical activity and active play, active travel, heavy housework, gardening and active or manual work.

The strategy should not favour one type of participation over another, but rather target interventions to suit the needs of specific groups and focus on activities that are most accessible to those that are currently inactive (based on an understanding of barriers and motivational triggers), in order that gains can be maximised.

Only following detailed, comprehensive insight related to specific contexts and groups can policies and interventions be developed that prioritise certain forms of participation.

The strategy should be underpinned by a holistic approach to well-being: engendering and tracking wider, permanent (long-term) changes in lifestyle. For example, i.e. the food and drink offered at leisure centre cafés is often highly processed and nutritionally deficient and, likewise, hospital vending machines solely carry high fat, sugar-laden convenience foods and beverages (see health section below for specific recommendations).

If so, what these particular types of participation should be •

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Thorough and regular consultation is needed with participants/users and non-participants/non-users on the activities offered (what, when, where and how they are undertaken), and on the customer experience of these activities.

The new strategy should facilitate the development of coordinated, coherent, costed interventions to best encourage participation in the short and the longer term, focusing on those most in need.

Opportunities that encourage continued participation over ‘box ticking’ should be actively encouraged. For example, Couch to 5k has an in-built end point when participants complete the 5k and this could be nuanced to create a Couch to parkrun where completion represents a graduation into a new weekly habit.

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How whatever forms of participation in sport and physical activity we seek to encourage should be measured in future and how their return on investment can be proven.

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The Active People Survey is an important and useful measure. However, it does not capture the full extent and breadth of what the sector does. We need to have a broader means of measuring physical activity (rather than just sport) delivery and uptake. This could include: numbers of volunteer, numbers of participant in clubs/projects/initiatives as well as considering a wider range of activities and taking into account U14s.

Independent monitoring and evaluation of projects and initiatives should be regularly undertaken, and organisations held to account if they fail to meet targets.

With regards to the setting of KPIs, there must be a long-term view and an acceptance that real change can take time. For example, at Bradford parkrun it has taken five years for a noticeable increase in participation by the local Asian population to be achieved, due to the time taken to effectively overcome specific barriers faced by such communities.

Funding should be allocated to enable organisations to better monetise the gains of their activities on society and on government. For example, collaborative projects could be undertaken between physical activity providers and research institutions to quantify the health impacts of their work, especially in terms of cost savings through the prevention of disease and ill-health.

Government would welcome views on how we can ensure that funding goes to those organisations which can best deliver an increase in participation.

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Decisions should be based using the results of a modernised, broader APS than is currently undertaken by Sport England. The Survey needs to be brought up to date to ensure it is high quality, fit for purpose and that it aligns with the government’s new strategy. Changes should be made both to what is measured and how it is measured (reflecting the most appropriate methods). − On the former, the data captured should include demographic group (age, disability, gender, ethnicity, socioeconomic status, employment/educational status, faith, sexuality); varying spatial levels (national, regional, local); and by sport and activity. The definition of sport and physical activity should be expanded to include nontraditional sports, and active work and transport. It should include overall levels of activity rather than participation in one form and consider how and why these change over time. − On the latter, changing patterns of telephone use mean that surveys based solely on residential landlines will fail to give complete coverage.

The survey could be done on-line or through SMS, including via mobile phones/tablets.

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The APS results must be made easily accessible and understandable to all.

Consistency should be ensured between Sport England’s measures and methodology and similar surveys undertaken in Wales, Scotland and Northern Ireland in order that a full, clear and consistent picture can be gleaned for the whole of the UK. If the definition of physical activity were expanded, the minimum age range lowered (from 14yrs+), and a wider variety of variables captured, resources could be better targeted to those that make tangible gains in health and wellbeing outcomes that are not currently captured by Sport England’s APS, and which currently remain unfunded.

Declining levels of participation in the majority of sports suggests that the current funding model could be improved. National Governing Bodies (NGBs) can add value in certain areas, however consideration needs to be given to providing government support direct to delivery organisations and service providers rather than expecting the NGB to act as the conduit for this funding - which may never reach the organisations who are truly adding value.

As mentioned above, independent (e.g. not by the delivery body or NGB themselves) monitoring and evaluation of projects and initiatives should be regularly undertaken and organisations held to account if they fail to meet targets.

Funding should be directed to those organisations that don’t just achieve (potentially short-term) increases in participation, but also engender wider, long-term sustainable lifestyle change. These may not be traditional physical activity providers in the narrow, traditional sense, but organisations that encourage other forms of activity (e.g. active travel, gardening, active volunteering).

Government would welcome views on how to address the participation challenge in under-represented groups and in particular where maximum value for money can be found in delivering long term, sustainable change.

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Research is needed into the barriers and motivations for underrepresented groups, and recommendations made for interventions targeted different demographic cohorts.

The term “under-represented” needs to be clearly defined from the outset.

Targeted actions are needed at both at national, regional and local levels.

For example, what works for one BME community may not work for another in different area of the country, or interventions to target BME men would be different to those directed at BME women.

Responding to local demand (and/or undertaking targeted actions to stimulate that demand), rather than top-down driven activation is essential to ensuring the long-term success and sustainability of interventions and activities. This philosophy and approach lies at the heart of parkrun’s activities and has ensured that we have never had to close an event.

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The strategy should specify actions to improve a) the provision of activities, facilities and spaces and their staffing; and b) the marketing/promotion of physical activity and of the related behavioural changes (social marketing) to change the perception of/negative relationship with physical activity and sport. These actions should aim to stimulate demand and achieve effective, appropriate and market-oriented supply, by overcoming the multitude of known barriers to participation and tapping into motivational triggers. Ø Stimulating demand: Research shows that motivational drivers/triggers are: fun and enjoyment; health and fitness; challenge and achievement; sociability and friendship, reward (payment, praise); philanthropy (fundraising) and competition. Barriers are: practical (availability of/access to activities and facilities/lack of access to information), financial (costs of participation), personal/psychological (lack of confidence, perceptions of ability/body image, parental and peer support) and cultural (participation is not the cultural norm in either social class or national/religious culture). Ø Stimulating and supporting supply: barriers experienced by activity providers include resource constraints (finance, staff), lack of collaboration with others and lack of awareness about the latest research into effective social marketing of physical activity participation and individual, social and cultural level barriers. Motivational triggers for improving physical activity provision include the economic, social and cultural gains for organisations and communities associated with improved health and increased social/physical/cultural capital.

Such actions should be: Ø tailored to different under-represented groups (age, gender, location, religion, ethnicity, or socio-economic status). Ø based on evidenced need/demand. Ø targeted at areas/groups of most need. Ø guided by best practice examples and thorough research.

The implementation of high quality, contemporary advertising and social marketing campaigns (targeted at selected under-represented groups) around physical activity and healthy lifestyles should take place in order to effect behavioural change. Imagery and language must take into account different cultures, demographics and their specific needs, barriers and motivations1. Marketing interventions and their impact should be closely and independently monitored and evaluated.

The costs associated with using the outdoors can be relatively low and often be free to the end user, hence removing financial barriers to participation. The low cost/free nature of many outdoor recreation activities should be promoted, especially for those for whom cost is a limiting factor.

Social marketing offers a ‘product’ (the desired behaviour, such as walking to work rather than driving) and also ensures the ‘price’ of that behaviour (e.g. time or social costs), ‘place’ (e.g. the walking route) and ‘promotion’ meet the target audience’s needs.

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It is necessary to create, maintain, and disseminate (using a various media channels, including social media) a full inventory of facilities, providers and activities, at local to national level. This can include information on: − Where people can go − Activities provided (formally and informally) − Information on accessibility (e.g. disabled toilets, paths for buggies, wheelchairs and people with limited mobility, how to get there); − Events; and − Local clubs and providers.

Government would welcome views on how we can best support participation in new sports and activities, along with new and more flexible formats of traditional sports.

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Develop and institute policies and agreements that encourage multi-use of facilities; e.g. parkruns are held in parks, National Trust properties, recreation fields and so forth. School sports fields should be opened to external groups, educational establishments should have access to public outdoor spaces, and parks can be used to undertake outdoor education activities, such as Forest Schools.

Strategic social marketing initiatives should promote the incorporation of movement into daily lives; e.g. using the stairs, standing not sitting, walking to school, cycling to work. Recreation is as much about healthy, active lifestyles as standalone, one-off periods of physical activity.

New models/formats for traditional sports should be encouraged and measured (e.g through the APS), for example derivatives of football, rugby, tennis, cricket and golf include futsal, fit and touch rugby, freestyle tennis, kwik cricket and tri golf. This may mean “rebranding” the activity to suit specific demographics, for example boxing has also been a popular activity for children and young people where some deliverers have promoted and delivered boxing as a fitness activity in a safe, fun environment with many female participants.

‘New’ sports should be offered and supported, such as skating, skateboarding, dance, cheerleading, Wii-fit, dodgeball and so forth which can be tailored to suit the ability levels, activity preference and personality of the person or group. This will require partnership working to identify specialist expertise to deliver sessions with a range of different partners held in a variety of different settings.

Providers need to offer flexibility in terms of participation, such as “play before you pay”, trial sessions, “pay as you play” and removing contractual obligations. People often want to mix and match the activities they do, and don’t necessarily want to be tied down to one sport, activity, venue or provider.

Governmental support take a variety of forms, including: developing a strategic framework that promotes organisational capacity building, information sharing; the development of targeted campaigns; the promotion of insight development; as well as the provision of financial support.

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Making activities accessible to newcomers and beginners will be incredibly important. At parkrun this could include, beginners ‘pre-parkrun’ briefings, having designated ‘newcomer’ volunteers at events, ensuring that the information about ‘what will happen on the day’ is accessible and available to all, verbal support throughout the event and developing a buddying system. Intimidation is a proven barrier to participation, and making events welcoming to all will increase the likelihood of retention of new participants. Sharing of best practice between organisations will be important in this regard.

Action by the Departments for Health and Education will be vital, as these specifically target those that are inactive and are perhaps best served by less traditional forms of physical, activity and sport. The sections below on health and education (children and young people) give specific recommendations for what the health sector and schools can do to facilitate participation.

Government would welcome views on what we can do to maximise the potential of new technology, such as health, fitness and physical activity apps to increase participation in sport •

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Encourage technology companies, such as games-console manufacturers, e-gaming and mobile phone providers, to develop products and applications that encourage physical activity, rather than sedentary behaviour. The government should work closely with such companies and research institutions around the world to keep abreast of latest technological developments. Such technologies could be subsidised for more inactive groups, and used as a means of transitioning participants into other activities (eg the use of Wii tennis). parkrun also provides an example of the innovative use of technology.

This technology is used to time participants, in a non-intimidating, nonrace environment. It has the positive spin-off of enabling data collection, and hence the development of detailed insight into behaviours and trends.

Actively promote the use of innovative online resources, tracking devices and mobile telephone apps for the self-monitoring of physical activity participation. Workplaces could encourage their use by employees, including through incentive schemes.

Employers should be encouraged to promote positive physical activity behaviour change in a supportive context of workplace policies and culture. e.g: standing desks, IT systems prompting staff to be more physically active, subsidised use of wearable activity technology, promoting the use of the stairs, utilising breaks to undertake physical activity and including activity in personal development plans and appraisals. Best practices, models, and evidence-based physical activity interventions in the workplace should be widely communicated.

Workplaces and public spaces could be scored on their likelihood of encouraging activity and discouraging sedentary behaviour, with rewards/incentives for high-scoring facilities.

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Government should incentivise companies to offer solutions that encourage behaviours that lead to habitual exercise, activity and sport.

Solutions should be simple, cost effective, with low barriers to take up.

How we can make best use of the vast data sources which could be made available from the public and private sectors.

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Incentivise/encourage providers of physical activity to a) accurately track their participation levels, and b) share that information with the government. For example, parkrun has a significant amount of useful data available, and would be willing to share this with government should this be of interest.

Government would welcome views on how we can best join together the relevant organisations and government departments to realise the positive social outcomes which sport can deliver and whether Government funding should be directed to achieve particular social outcomes.

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Cross-departmental collaboration across government in the development and implementation of the strategy will be fundamental in ensuring longterm success. Physical inactivity is a cross-departmental issue that should not be left to the silo of DCMS to fund and address.

The need for DCMS to expand its remit from sport to physical activity should be considered – with a Minister for Sport and Physical Activity potentially being developed. This would bring all the strands together, rather than simply seeing physical activity solely as a health issue to be led by Department of Health, as is currently the case.

Of course the Department of Health has a key role to play in ensuring that physical activity and healthy lifestyles are prioritised as a preventative measure that can result in sustained benefits including cost savings for government. All too often government focuses its efforts, investment and interventions on short-term solutions, which match the five year election cycle rather than taking a long term approach to prevention of disease and ill-health.

Other relevant departments include those that focus on transport, energy and climate change, environment, food and rural affairs, trade and industry and education. The wide-ranging benefits of investing in physical activity need to be monetised and made relevant to specific departments, in order to inform strategic investment decisions at a time of austerity.

Attendance at cross-party, multi-departmental meetings on these issues will be important. For example, meetings of All-Party Parliamentary Groups on sport are, often, poorly attended by MPs and relevant government departments.

A high-level, cross-departmental strategic group should be formed to develop the initial strategy and agree on priorities and investment decisions going forward.

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Consideration should be given to countries that have high levels of participation, and the strategies guiding government investment. Of note are Scandinavian counties and the Netherlands, which are frequently held up as success stories. Here, physical activity is seen in the context of healthy, active daily lifestyles, rather than simply as “sport”. Political will, for example, was vital in turning the Netherlands into a nation of cyclists and outdoor education (e.g. through Forest Schools) was founded and prioritised in Norway.

Focus is needed on demographics with the lowest levels of activity (measured in terms of active lifestyles and not simply traditional sports participation). The participation measures should be overlaid by indices of multiple deprivation, crime, low levels of educational attainment and other socio-economic problems in order that locations ranking highly are in receipt of support.

Support doesn’t just include funding, but should focus on best utilising the assets that are already there. That may not be cost-intensive investment in new facilities or capital-intensive projects, but focus on soft-ware such as capacity building efforts, education, information sharing, collaboration and effective marketing and communications.

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PHYSICAL ACTIVITY Government would welcome views on how sport can specifically address the number of people who are physically inactive.

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See recommendations under Theme 1: “Participation”.

It will be important to learn from, and disseminate, best practice models, programmes and policies at the local and national level. parkrun, as referenced and commended in the Consultation document, is successful in facilitating sustained participation, including by previously inactive people, because of the following: 1. The unique and innovative operational structure: − parkrun responds to local demand - rather than engaging in top-down, supply-driven activation. The community requests an event, rather than it being imposed upon them. This approach ensures community need and ownership, and increases the success and sustainability of events. − Events are simple to organise and are held for the community by the community. − Events are supported by a clear set of principles that are applied globally. − parkrun encourages collaboration between local community groups and organisations, e.g. schools, sports clubs, health care providers, local councils, other event organisers.

2. Demand side: parkrun helps break down barriers to participation and taps into motivational triggers, as follows: − no cost: free to the end user − no need to pre-book or be selected − events are local and easy to access − events take place regularly (weekly) at the same time − habit forming − events are open to all, inclusive and friendly − not a race, although runners do test themselves against a time/others − no dress code − no race numbers (retains informality) − no need for expensive equipment − encourages family/parental involvement − encourages volunteering opportunities for those who do not wish to participate − focus on fun, enjoyment and friendship − feeling of being part of a group/community/tribe − participation promotes health, fitness and well-being − creates strong bonds within the community − philanthropy through volunteering − timed and so offers the opportunity to track progress − incentives for participation (t-shirts are rewarded for milestone runs) parkrun name and branding and social marketing aims to support the inclusive, non-competitive, open nature of the events.

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3. Supply side: parkrun breaks down barriers to activity provision: − Minimal regulatory barriers for event teams to organise and run the events − Does not require specialist personnel (with limited training requirements for volunteers) − Does not require the purchase of specialist equipment by event organisers − No need to regularly process membership fees − No need to create a new facility: encourages multi-use of facilities – e.g. fitness in local parks − Provides on-going support to event teams, through parkrun HQ and a network of really skilled, experienced, passionate volunteer Ambassadors.

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The ‘This Girl Can’ campaign referenced in the Consultation document is an excellent example of an insight-led campaign, and this aspect is to be welcomed. However, in future, campaigns such as this should be simultaneously accompanied by interventions to ensure that delivery bodies, events, providers, facilities and so forth are actually able to receive the increased numbers of people compelled take part in physical activity and hence for campaigns to achieve long-term change.

Government would welcome views on how sport and physical activity can play a more significant and effective role as part of a wider strategy to combat obesity, diabetes and other physical health conditions.

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It is vital that physical activity, including outdoor recreation, is embedded across the breadth and full range of government strategies including those to combat obesity and diabetes.

Diet, obesity, and physical activity all have important impacts on health.

For too long physical activity has been seen only in relation to its benefits in tackling obesity. It is key that physical activity is valued in its own right as having multiple health benefits - independent of a person’s weight. This needs to be clearly communicated.

A shift is needed towards preventative healthcare strategies, as was recently advocated by the UK’s Health Select Committee, if we are to reduce the burden of non-communicable diseases associated with insufficient activity levels and sedentary behaviour.

Interventions focused on encouraging individuals to change their behaviour with regard to diet and physical activity (provision of information, workplace incentives, GP referrals) need to be underpinned by broader, population-level activities that have a significant population impact. These measures include pricing and availability of unhealthy foods and redesigning environments to promote physical activity.

The wide ranging health benefits of being active should continue to be quantified and publicised and the prevention of ill-health through physical activity prioritised in investment decisions.

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There is good evidence to demonstrate that a shift to support more physically active transport (primarily walking and cycling) is likely to confer significant population health benefits. Walking and cycling are forms of activity that can easily be integrated into daily life without the need for segmented ‘exercise time’. Walking and cycling can be practiced at an intensity and frequency that is sufficient to benefit health and satisfy the Chief Medical Officer's (CMO) recommendations.

Collaboration between physical activity providers and the health sector will be important. For example, at parkrun we have proactively developed a strong relationship with the CMO and the Association of Directors of Public Health (ADPH), and they have agreed to promote the organisation to their regional and local providers in order to encourage physical activity and volunteering at the local level.

Effective campaigns should be delivered through the NHS in order to educate primary care staff and health professionals about the importance of physical activity, and create a physical activity-based care pathway.

Medical schools and the Royal Colleges, in line with the standards set by the General Medical Council, have a key role in deciding the training curriculum for doctors and ensure that such professionals are fully informed of physical activity recommendations and the wide-ranging, longterm benefits.

There is the need to improve exercise referral programmes by primary care practitioners, who are in a unique position in being able to identify people whose health would benefit from being more active, and offering services that help them to benefit from regular physical activity. Giving brief advice and providing information about local facilities and opportunities to be physically active should accompany this.

We would like to see all Clinical Commissioning Groups (CCGs) and the Health and Well-Being Boards supporting effective delivery organisations, such as parkrun.

There are already a number of innovative projects that bring together health care and physical activity sectors. For example, in Ireland, the Healthy Ireland section of the Department of Health and the HSE have awarded a grant of €100,000 to parkrun Ireland, as part of the new partnership which also involves Athletics Ireland, the Irish Sports Council and Phillip Lee Solicitors. In addition, in UK the Public Health Commissioning Manager at Hertfordshire District Council has recently paid for 6 parkrun events in the county. NHS Bradford Districts Clinical Commissioning Group (CCG) just paid for a second parkrun in the city.

Ipswich & East Suffolk CCG also paid in full for a new event. There is, however, considerable scope for projects that bring together GP surgeries, Primary Care Trusts, health and social care charities with open space providers/delivery partners. These examples need to be monitored, evaluated and, with proven success, scaled up.

The NHS should lead by example and manage its estate in a way that stops promoting the over-consumption of energy dense, nutritionally poor food. Trusts should work with retailers and vending machine operators to increase the range and visibility of healthy food options for customers.

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Government would welcome views on how sport and physical activity can play a more significant and effective role in addressing mental health problems.

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As above.

There is a significant role for volunteering in this regard. Volunteering is still being presented in a negative light i.e. “giving up your time” whereas the act of volunteering can be extremely beneficial mentally and physically.

The sense of purpose and contribution an individual receives by doing something good in/for their community would be significant and potentially useful in addressing mental health issues. Action on this issue could ensure a sustained Olympic legacy, building on the extremely positive concept of the Games Makers.

Government would welcome views on how sport and physical activity can be used to both prevent and treat conditions associated with ageing.

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Government should ensure that health professionals are in a position to provide simple and timely advice to older patients on the specific benefits of a physically active lifestyle that is tailored to their individual health needs, capacity and preferences; where needed, more in-depth counselling and support for change should be offered. They should also be able to provide linkages to tailored community services and resources to support physical activity among older people.

Encouraging active volunteering by older people will be important way of engaging them in physically activity, and providing a sense of fulfilment and well-being.

Use existing social structures to reach older people, in particular those from socially disadvantaged backgrounds, in order to encourage them to engage in physical activity. Such structures will depend on the social and cultural context, but could include community centres, social clubs, faith based institutions and NGOs among others.

Government would welcome views on how to raise awareness of the CMO physical activity guidelines, and ensure more people are meeting them.

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Essential that the benefits of physical activity and associated guidelines are included in the training undertaken by all health professionals. If those on the front-line of health care delivery in UK are not informed about the need to prioritise physical activity, both as a means of prevention and cure of diseases and ill-health, it will be very difficult to convince the general population.

Relevant infographics should be introduced for health professionals to use if they discuss physical activity with their patients. This will make it easier to encourage physical activity and make specific recommendations to patients.

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The CMO’s guidelines should be made non-intimidating and in a language that the population at large can understand. The terminology should be amended to make clear that it is about active lifestyles, rather than simply doing “x” hours of sport per day. This includes adding value to the guidance and existing evidence through translation and dissemination into practitioner tools.

The guidelines could be incorporated into fitness tracking devices that monitor activity, and hence give the wearer an idea of when/how they are hitting their targets.

NICE’s guidance on cost-effective interventions to improve diet and physical activity are to be welcomed, however a thorough assessment is needed of how far these guidelines are being implemented. NICE’s Quality Standards should produce a clear framework against which progress towards implementing NICE guidance can be measured.

Government would welcome views on: i) ways it can improve joined up working with others, highlighting where there are key areas of shared responsibility.

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In addition to DCMS, other relevant departments include those that focus on transport, energy and climate change, environment, food and rural affairs, trade and industry and education.

The wide-ranging benefits of investing in physical activity need to be monetised and made relevant to specific departments, in order to inform strategic investment decisions at a time of austerity.

Attendance at cross-party, multi-departmental meetings on these issues will be important. For example, meetings of All-Party Parliamentary Groups on sport are, all too often, poorly attended by MPs and government departments. A high-level, cross departmental strategic group should be formed to develop the initial strategy and agree on priorities and investment decisions going forward.

Government would welcome views on: ii) how it can take advantage of these links to promote various kinds of physical activity.

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This new policy framework/strategy should adopt a broad definition of participation in physical activity to include all forms of sport, leisure time physical activity and active play, active travel, heavy housework, gardening and active or manual work. These can take place in a variety of environments.

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CHILDREN AND YOUNG PEOPLE Government would welcome views on how it can promote the sustainability of the Primary PE and Sport Premium’s impact, in terms of: i) Improved provision in primary schools themselves.

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Ensure the Premium is accompanied by capacity building efforts to educate teachers about the effective and informed use of this funding which will ensure long-term benefits rather than short-term, knee-jerk spending.

It is important to develop a long-term strategy for school sport with sustained funding rather than on short-term (two year) schemes.

The Premium should be targeted at projects, initiatives, and hardware that benefit the most inactive, hard-to-reach groups, rather than enabling the already sporty children to do more sport.

If proven successful through thorough monitoring and evaluation (and when accompanied by education and capacity building efforts) the Premium should continue to be ring-fenced and the decision made to continue it beyond 2016.

(ii) Continued participation and engagement of current primary school pupils as they progress through to secondary school.

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Create a national network that engages school children with existing opportunities, incentivises them to participate and tracks that participation over time. It would be very easy to establish a school-based system of engagement with parkrun and for that to be linked to some form of qualification/recognition.

We agree with the Education Committee which, in 2013, reported its concerns that, following the abolition of the requirement for schools to report on the proportion of children taking part in at least two hours per week of sport or PE at school, there was no longer any way of measuring the performance of individual schools in this area. If we are to effectively track and monitor participation over time such data must be collected.

Government would welcome views on how we can encourage our young people to be more active, and the role that schools can play in supporting this.

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Promote physical literacy as an important a foundation skill as reading and writing, noting that academic and physical literacy attainment are closely associated.

Promote connectivity between physical education and other curriculum subjects, in turn stimulating a more focused, holistic whole-school approach to catalysing physical activity and developing physical literacy.

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Monitor quality and quantity of school-based physical education and activity, including setting targets for minimum levels of in-school physical activity per day and require local education authorities to annually collect and track pupil’s health-fitness related data). Require schools to be directly accountable for the quality and quantity of physical education and physical activity programmes they provide.

Undertake further insight and data analysis to identify schools and early years settings where physical development is below the national average.

Offer targeted training and support programmes for low-performing schools and early years settings to support improved outcomes in physical literacy.

Ensure Healthy Early Years programme includes advice and information regarding physical literacy and is rolled out to all early years settings.

Ensure that all children are taught to swim as part of the national curriculum (all Year 6 pupils should be able to swim 25m).

Include physical activity training as part of teaching (especially primary school) and childcare certifications to ensure head teachers, staff and volunteers have the awareness and skills to design, plan and deliver physical activity sessions that meet young people's varied needs and abilities. Promote and deliver continued staff CPD to ensure effective physical education leadership and high quality teaching and learning.

Work with leisure providers to improve school access to swimming pools, and support schools to make their own facilities financially viable.

Create and promote opportunities for young people to take their first step or continue their development in leadership, coaching and officiating to support the demand from community sport. Embed young people’s involvement in activities by assigning responsible roles, such as team captains, leaders or peer mentors. Actively involve those pupils who are unable to take part in physical education lessons in other aspects of lesson organisation hence facilitating skill development and involvement.

Outdoor learning and education (such as that undertaken through Forest Schools) should be embedded across the curriculum and included in training for current and new teachers.

Co-operation and partnerships between schools, clubs, County Sports Partnerships and others will be important to ensure effective delivery and increased, sustained participation – this includes sharing of facilities.

Develop a replacement for School Sports Partnerships, which were widely deemed to yield valuable benefits.

Expand the range of sports to include non-competitive, physical activity, informal and non-formal environments. Expand funding to include activities that do not fall under the Sports Games scheme to attract those who are not pre-disposed to (competitive) sport (see participation section above).

Schools should have, and disseminate, a full database of activities, organisations and facilities in the local area.

Develop a ‘Safe Routes to School’ or ‘walking school bus’ programme to increase active transportation. Encourage schools to report on the transportation mode choices of their pupils.

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Protect and develop school facilities, especially school playing fields and the development of school gardens.

Link schools with community initiatives, such as junior parkrun. This provides a cost effective means of helping children undertake extracurricular activity, whilst helping to boost educational attainment, social cohesion and personal skill development.

Actively encourage schools to engage their children in volunteering within sport. Within their own pupils they have a highly capable workforce who, with the right support, could support each other in becoming more active whilst learning a wide range of critical life skills.

While it is unrealistic to expect schools to provide facilities and coaching for a wide variety of sports, there are good opportunities for sports governing bodies to reach out to potential future players and spectators through forging links between local clubs and events (such as parkrun) and schools. This was the remit of the School Sports Partnerships, which have unfortunately ceased to exist.

Government would welcome views on how community sport can encourage children and young people to take part and develop a love for sport.

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parkrun and junior parkruns provide a ‘best practice’ example of an organisation which is helping to drive participation by children. We currently have approx 5,500 weekly participants (4-14yr olds) across our 64 UK events.

The success of junior parkrun is the result many factors but, in particular: the friendly, welcoming and supportive environment, low costs of entry, the non-competitive nature of the event, the offer of incentives/targets and opportunities for children to volunteer. Crucially it facilitates participation by the whole family.

Catalysing children’s participation requires an understanding of the barriers and triggers pertaining to specific ages, backgrounds, genders and socio-economic groups of children. It is essential that the lived daily realities of children are fully understood.

Up-to-date insight and research will be vital, with children and young people being consulted, and actively involved, in all steps of policy and project development and implementation.

Improve practitioners’ knowledge of child development and physical activity, and ensure that health care professionals offer an exercise referral programmes and promote provision of condition-specific physical activity interventions.

As noted above, the CMO’s (and others’) guidelines regarding physical activity levels for children should be better promoted. At parkrun, a few members of the public (including a local councillor) have questioned whether children should be encouraged to run. Misconceptions and misunderstandings and, worse, ill-thought-out funding decisions could be avoided if everyone were more aware of the guidelines, and the varied benefits of children undertaking physical activity.

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Role models are key to the marketing of physical activity to children, with children being heavily influenced by parents, siblings and peers.

Note that the relevance of these role models can be impacted by age, culture, ethnicity, gender and other variables. Projects and programmes targeting children must take steps to garner the support parents/guardians/families, including through education, promotion and incentivisation. parkrun provides a good case study of a project that encourages family/children’s participation in a safe, enjoyable and relaxed outdoor environment.

The arbitrary funding remit of Sport England (which is exclusively focused on 14-25yr olds) should be expanded to include projects and programmes aimed at U14s, targeting areas of high need. UKA and the various regional athletics governing bodies should also ring-fence funding, and accompanying capacity building efforts, to activities focused on U14s.

Engage children in the delivery of activities at a young an age. One of the biggest barriers to event delivery is a lack of volunteers and to turn that around requires a change in culture to one where volunteering in a local community by young people is normalised.

Develop valid, sensitive, and reliable tools to measure levels of participation in physical activity in children as well as their families. The tools should measure the amount and pattern of activity (including sedentary behaviour), but also take into account wider lifestyle choices (such as nutrition). Measures should not rely solely on self-reported data.

Ensure that funding is allocated to both hard (e.g. open space facilities/equipment) and also soft measures (e.g. social marketing, staff training) to facilitate the delivery of opportunities and effective allocation of resources. Social marketing campaigns (using suitable role models) that are targeted at children and young people are invaluable in helping to change behaviour and perceptions of physical activity.

Development of out-of-school projects must be tailored to the specific area/demographic with regards: type of activity, staffing/mentors, location (accessible and convenient, safe, secure, neutral, comfortable), transport/access, timing, cost, incentives, marketing and promotion and strategies for retention.

Encourage and train acceptable and trusted outreach workers/peer mentors/brand ambassadors to promote participation within local communities.

Encourage the media, including through the use of high-profile role models, to actively promote healthy lifestyles amongst children.

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FINANCIAL SUSTAINABILITY Government would welcome views on: i) The potential for growth in commercial investment for the sport sector.

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We recognise the current funding climate is challenging and that there is a need to look towards diversifying income away from reliance on continued government support.

ii) What can be done to encourage that growth, particularly for women’s sports, disability sports and smaller sports.

Women’s sports • Regarding women’s sports, reference should be made to the Report from the Parliamentary Inquiry into Women and Sport.

• Rights holders (e.g. NGBs) must make strong business cases to encourage commercial investment in the women’s sports. Commercial value exists in the relatively ‘uncluttered’ market of women’s sports, especially those with a developed grassroots structure and club network (which provides further market exposure for the sponsor). Women’s sport offers sponsors a unique dual differentiation: distinctive commercial marketing appealing to both male and female consumers and brands - as well as the CSR benefits of investing in a developing sport with important social benefits.

• Women’s sport has an array of inspirational brand ambassadors to promote their sport and commercial partners, which should be effectively used.

• Event organisers should explore the feasibility of organising more women’s events. Consideration should be given to scheduling of women/men’s events to ensure equality in media coverage. Having women’s races/events alongside men’s events (eg tennis Grand Slams and the Women’s and Men’s Boat Race) can help showcase women’s sport to the world; provide a huge boost in publicity and visibility; provide a model for success that can be replicated by other event organisers and kick-start wider reform. e.g., in cycling the UCI could use the race licensing system to encourage all World Tour events to hold a women's race.

• Race owners could also consider increasing prize purses for female athletes (parity with men), to enable them to better make a living.

• Other support for female athletes could include: payment of appearance fees in exchange for the athlete’s participation in community events/activities, providing transfers and accommodation and marketing athletes in pre-event publicity and at the event itself.

• Race organisers could also consider putting on unique events that are media/spectator friendly, e.g. the 20-20 cricket series or mixed triathlon relays, supported by the use of live athlete cams, GPS info and stats analysis, good commentating and attractive branding.

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Discriminatory gender-based rules that govern some sports should be evaluated and potentially abolished, for example in cycling rules restricting length and duration of women’s races are based on tradition and assumptions that are not substantiated by evidence from respected sports physiologists.

NGBs (and teams) should offer holistic support to female athletes, in order that they can maximise their performance: including access to healthcare, nutritionists, psychologists, facilities and technological support.

It takes regular and frequent broadcasts of the same sport to build audience awareness, recognition and interest. NGBs could acquire the entire broadcasting rights to events and races, with the ability to sell those rights exclusively to one broadcaster for the entire series. This would increase the commercial appeal of rights to broadcasters and also help to create coherence and consistency in the promotion, packaging and presentation of the sport. For example, the WTA sold the exclusive media rights to the WTA Tour to BT Sport. It will be important, even if this was not to take place, that the parity is ensured in any media coverage that Federations already own the rights to.

Government would welcome views on how the impact of the National Lottery on sport can be maximised.

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Analysis should be undertaken to ascertain whether there is a correlation between Lottery investment and success, over various time scales.

Government funding to athletes/teams could be conditional upon athlete and team involvement in grassroots programmes, such as the model established by the Dame Kelly Holmes Trust.

State funding should be channelled, in part, to development athletes to provide them with the seed funding to enable them to train full time, receive the requisite ‘holistic’ support and hence improve so that they can be competitive on the national global stage. Means testing would be important to ensure athletes with lucrative commercial partnerships don’t receive government funding which could be better spent on development athletes.

Government would welcome views on the viability of new commercial models for the sports sector, particularly outside of government bodies like UKAD and SGSA. •

Government might choose to promote public-private partnerships, such as collaboration with health insurance companies, to expand the reach and to secure appropriate funding.

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GOVERNANCE Government would welcome views on how to increase numbers of apprentices in the sport and leisure sector.

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Promoting a pathway from volunteering to apprenticeships may be useful in encouraging more people to pursue employment within the sector. Many volunteers have a wealth of skills, and apprenticeships should be promoted and sign-posted to ensure that these people are made aware of opportunities.

Government would welcome views on how we can ensure that coaching is as effective as possible for all who use it.

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As noted previously, impressing a message and effecting change requires inspiration, motivation and leadership from sectors that have integrity and gravitas within the target social group.

Experience counts for as much as qualifications. There are those who are able to do a ‘cookie-cutter’ coaching course and become qualified, without having the experience at the coal-face of their sport to truly offer the best information and advice. More flexibility is therefore needed in enabling people to gain qualifications rather than simply the one-size-fits-all approach that many NGBs offer.

Subsidising coaching training for those who specialise in underrepresented groups is important.

Inevitably not everyone will be able to coach with the same level of time commitment but they still represent an essential part of any coaching workforce. Developing a more flexible approach that allows volunteer coaches to fit coaching around their lives could improve retention.

Government would welcome views on ways in which sport can be used as a hook to get more NEETS and other disadvantaged people into employment.

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Volunteering is a key means of helping NEETS and other disadvantaged people develop the skills necessary to get into employment.

Create and promote opportunities for young people to take their first step or continue their development in leadership, coaching and officiating to support the demand from community sport. Embed young people’s involvement in activities by assigning responsible roles, such as team captains, leaders or peer mentors.

Relevant role models will be essential in encouraging NEETS to explore the varied opportunities that exist within the sector for personal and professional development.

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Best practice by organisations must be shared, and collaboration promoted between physical activity providers and those organisations that work specifically with NEETS and disadvantaged groups. For example, parkrun has forged a relationship with Dame Kelly Holmes Trust to provide a pathway for disadvantaged young people to volunteer in the physical activity sector, in this case in the operation of our events. This has promoted the building of confidence and skills and expanded the participant’s employment potential.

Training for existing staff and volunteers is required to ensure they can best support NEETS and other groups to get the most out of their volunteering experience.

A wide variety of activities (not ‘sport’, as specified in the question) should be offered, especially non-traditional activities organised in a variety of settings, which would help to attract NEETS and encourage them to participate, and experience the varied benefits. Signposting should then take place for wider opportunities for both volunteering, apprenticeships and employment.

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VOLUNTEERS Government would welcome views on how sports volunteers can be more effectively supported: from recruitment through retention, reward and validation.

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Volunteering can be considered as a physical activity. We suggest that research could be commissioned, for example, to understand the average activity levels of a parkrun volunteer on a Saturday/Sunday morning. This could be undertaken in conjunction with fitness-tracking companies such as FitBit or Strava.

Research is required to better understand the success of organisations such as parkrun in the area of volunteer engagement, which is key to its wide-scale event delivery. Possible reasons are: the not-for-profit business model, people’s innate need to do something good for/contribute to their community, the significant social component of a weekly gathering, the low barriers to entry as a volunteer, local events having a strong sense of autonomy whilst being part of a global movement they can be proud of, roles to suit all abilities, roles to suit all time budgets, the low-pressure culture that exists within parkrun event organisers. parkrun has a network of around 100 volunteer Ambassadors, without whom our organisation would not exist. They are skilled, experienced individuals with a passion for parkrun. They can also help to fill any skill or resource gaps within parkrun HQ in specific areas. The Ambassadors are not seeking material rewards, but receive gratification from the fact that they are contributing to the development of parkrun and challenging, empowering and upskilling themselves in the process. We hold an annual Ambassador’s Conference to bring them together, discuss key issues to the operation of the organisation and provide them with an opportunity to relax, share ideas, socialise and celebrate what they have achieved.

Children and young people are capable and willing to take responsibility if given the opportunity and support. Volunteering by children and young people should be actively supported and encouraged, with clearly signposted, accessible pathways for development. Mentoring will be very important.

Collaboration between organisations will be important in encouraging and supporting young people to volunteer into the physical activity sector, for example the successful partnership between parkrun and the Dame Kelly Holmes Trust or the Duke of Edinburgh’s Award.

Participation by a range of demographics requires long-term investment in capacity building of coaches, organisers and volunteers who can engage, encourage and inspire a wide range of people to gain skills and confidence, especially those of most need. These leaders need to resonate and appeal to the group in question.

Ensure appropriate volunteer education and training opportunities, as well as effectively managed volunteer leadership succession processes.

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Strategies for attracting and retaining suitable volunteers should be widely disseminated, including through campaigns to increase public awareness and support for volunteering. As noted above, parkrun provides an example of good practice in recruiting and retaining volunteers and has established successful partnerships with, amongst others, Join In, the Duke of Edinburgh’s Award, the Dame Kelly Holmes Trust to promote volunteering in the physical activity sector.

Using “local champions” will be essential.

Impressing a message and effecting change requires inspiration, motivation and leadership from sectors that have integrity and gravitas within the target social group. Acceptable and trusted outreach workers/peer mentors/brand ambassadors should be encouraged and supported in order to promote participation within local communities with whom they have developed social bonds.

Train staff and volunteers to be able to provide advice and support during key transitions where levels of participation may be affected e.g. during transition from school to employment, pre- and post-natal and on retirement. The use of the latest research into transition points will be essential in this training.

Government would welcome views on how to ensure that the best possible talent continues to emerge to feed professional sport.

• Sport and physical activity must be promoted at the grassroots level, as this is the pool from which future professional athletes are drawn. Effective talent identification and subsequent support will be important, but children must also retain the fun of competing and training rather than be pushed excessively to perform.

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INFRASTRUCTURE Government would welcome views on the priorities for capital investment in sporting infrastructure over the coming years.

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This response relates not just to sporting infrastructure, but ensuring that all infrastructure (and investment in the same) promotes and supports physical activity. The concept of enabling environments to support daily physical activity is a cross-cutting principle.

Ensure that central planning guidance on the development of infrastructure encourages physical activity and gives due prominence to walking and cycling.

Require, through planning criteria, that new regeneration and housing projects consider physical activity impact in their design to ensure opportunities and access to spaces appropriate for being physically active in all planning applications.

Provide evidence based, best practice examples to architects, planners, planning committee members, developers and transport planners that demonstrate how they can contribute to physical activity and well-being agenda.

Transport policies that give greater emphasis to physically active transport over motorised travel would also have significant co-benefits including improved road safety; reduced emissions; cleaner air; and greater social cohesion.

Establish and maintain a database of physical activity opportunities and an evidence base of visitor profiles, service uptake, feedback etc.

Improve observational research and evaluation to monitor the disparities in facility and resource availability and utilisation, including gaps in provision.

To promote physical activity in the outdoors the outdoors needs to exist, and the creation and maintenance of open space in all areas will be key. It needs to be factored into unban planning, transport, housing, commercial development and so forth. This space needs to be accessible and within close proximity to people’s homes to maximise ease of access. If people can't find out about, get to and use public space as an integral part of their day to day activity then it ceases to have any positive social function, hence people need to: − Be aware of outdoor spaces − Find out how to get to them, and be able to access this space regularly − Have the skills and resources to be able to use and enjoy the outdoor space, including knowledge, awareness, time, personal and social confidence, mobility, finance and possibly equipment.

Increase access to public land and water on a permanent basis, as well as on an informal temporary basis.

See previous Theme on 'Participation', which refers to multi-use of facilities.

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Establish more mechanisms to positively manage recreation activities in relation to specific conservation aims and potential conflicts between different users.

Minimise and remove unnecessary regulatory barriers in the organisation of events and activities in areas of open space. For example, Haringey Council recently decided to remove the “no ball games” signs to facilitate and encourage children’s physical activity.

Promote community-based physical activity that does not require motorised transport for access. Increase accessibility to essential community destinations and their connectivity by physically active modes of transport (cycling, walking, jogging), including the development of a safe network of cycle lanes, footpaths and a good quality pedestrian environment.

Subsidise the provision of community/rental bike schemes, as well as increasing opportunities for people to access the outdoor environment using public transport –especially for groups for whom transport can sometimes be difficult/limiting (such as the disabled). Many councils have ceded management/ownership of their leisure centres to private or not-forprofit companies. Such companies are often given targets for participation, and there could be scope for promoting partnerships between these leisure centres and organisations such as parkrun.

Government would welcome views on how it can most effectively and efficiently align its infrastructure investment with that of local authorities.

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Housing, movement, neighbourhood spaces, air quality, access to jobs, transport and the development of a local economy are all factors crucial to the public’s health and all determined by the planning system.

Government (local and national) should consider introducing innovative measures to reduce vehicle traffic and to promote cycling and walking. e.g. congestion charges, tax incentives to promote cycling and city cycle schemes, in addition to higher parking charges and motor vehicle taxes, with the revenue possibly ring-fenced, at least in part, for public transport and infrastructure systems.

Government should consider adopting appropriate measures to promote active commuting and the use of public transport to travel to work. The measures could include regulations, guidelines or financial incentives for companies with regard to cycle racks, changing rooms, showers and adequate public transport options.

Local Authorities can use their Local Plans to shape where development should go, ensure the right balance of use classes, and prevent any negative cumulative impact of multiple premises in the same vicinity.

Government should continue to translate population based health evidence and local practice into formats and tools suitable for local authorities to take into account when preparing their Local Plans and taking planning decisions.

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The more choices people have in ways to reach an area of open space, the more accessible it will be. Land owners, activity providers and local authorities should provide as much information as possible about routes to such sites, parking and drop-off facilities and public transport options.

Where information is likely to change frequently, provide contact details and links to current information.

Ensure local transport and school travel plans are fully aligned with other local authority plans and strategies around physical activity.

Support the awarding of transportation funding based on the anticipated positive impact on active transportation levels and related benefits, such as safety improvements, congestion reduction, air quality and overall health benefits. An example is Bristol's LSTF (Local Sustainable Travel Fund).

Local authorities should be given more powers to limit the proliferation of outlets serving unhealthy foods in some areas, such as leisure centres and hospitals.

Government would welcome views on how to ensure that disabled (i) spectators and (ii) participants can have equality of access to sporting infrastructure.

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Government should offer support in cases where providers have an effective solution for improving access. For example, there have been several instances where parkrun has requested simple and cost-effective changes to our locations to improve access to disabled people (i.e. removal of a kerb stone or tarmacing of a short section of path). Despite these solutions being low or zero cost in terms of time or resource the landowner has been reluctant to make the change and hence access remains limited for disabled participants.

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FAIRNESS AND EQUALITY Government would welcome views on what we can do to ensure our sporting culture allows everyone to take part and succeed, and addresses all forms of intolerance, whether a result of active discrimination or unconscious bias.

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See also recommendations under Participation and Physical Activity themes.

It must be remembered that there are not homogenous categories and when considering one grouping (e.g. BME communities) one must also take into account differences in gender, income level, age, place of residence and disability.

Priority should be given, in terms of public funding, to those of most need, such as BME communities, women/girls, the disabled and lowersocioeconomic groups. Learning and best practice interventions related to these communities should be recorded, promoted and scaled-up.

Marginalised, minority groups, such as BME, the disabled and LGBT, must be referenced and taken into account throughout the strategy.

Outcome targets should be used in funding and grants as levers to get NGBs and other deliverers to focus on these areas – this will result in more opportunities being made available.

Government would welcome views on what we can do to (i) prevent and (ii) take action on all forms of harassment and abuse in sport.

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Pushy parenting/parental bullying needs to be taken extremely seriously, as it can be a significant deterrent to the child developing a sporting habit for life.

Volunteers, coaches, spectators should all be empowered to recognise and report instances of bullying wherever it occurs, without fear of reprisal.

Children also need to be empowered to be able to report concerns to a responsible adult.

Channels for reporting must be clearly signposted, and incorporated into all training and coaching programmes.

Social media campaigns addressing specific aspects of bullying should be regularly developed, and made relevant to the target audience.

Government would welcome views on how to enable a much greater proportion of disabled people to take part in sport and physical activity, including as volunteers and paid employees.

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Training for physical activity organisations must be provided to ensure they are as inclusive and accessible as possible. Provision of capacity building should be subsidised, especially for organisations with least means to pay.

Best practice examples of how organisations have effectively promoted participation by disabled people should be shared and fully scaled up.

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Role models will be vital, and marketing and communications materials must ensure they are representative of a wide range of communities, including the disabled.

The views of disabled people must be fully taken into account through consultation and collaboration, at all levels of an organisation’s operations.

Government would welcome views on what we can do to ensure sport organisations are diverse and inclusive and provide equal opportunities for everyone to reach senior management and Board positions.

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Ensure equity in recruitment of staff and volunteers at all levels (coaches, teachers, managers, NGB Boards), especially with minority and underserved populations to enhance engagement in physical activity by underserved segments.

Targets should be set that promote equality on opportunity.

Regular reporting against such targets by organisations will be key.

Government would welcome views on how to make improvements if necessary.

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Provide updated guidance on the management of safety and risk while balancing the need for freedom and adventure. For example, often perceived risk of participating in certain activities is a key (yet unfounded) limiting factor to people’s participation in outdoor recreation.

We should ensure that any recommendations with regards to the benefits and risk of undertaking physical activity are based on credible scientific research. For example, the erroneous assumption or belief that children should not run certain distances can limit support for valuable initiatives.

Misconceptions and misunderstandings could be avoided if everyone were more aware of the CMO’s guidelines, and the varied benefits of children undertaking physical activity, rather than an excessive and misplaced focus on risks.

Implementing child safeguarding policies and practices that are in line with legislation and best practice is costly and organisations such as parkrun should receive support, including funding, from government and/or Child Protection in Sport Unit (CPSU) to ensure that they can put the correct measures and staffing in place (For example, support to recruit a part-time Lead Safeguarding Officer to take forward the policies on safeguarding children and adults and lead on education/information dissemination).

The same is true of vulnerable adults, about whom there is a lack of coherent, policy guidance.

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