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NORTH EAST HEADLINES 2018

13,003

CLUB MEMBERS

71% 36%

UP 10% SINCE 2016

of PTBO venues felt their event had been extremely or very successful

2,258

44%

OF OUR MEMBERS

ARE JUNIORS

UP 28% SINCE 2016

OF CLUB MEMBERS

ARE FEMALE

2%

BELOW THE NATIONAL AVERAGE

OF OUR MEMBERS

ARE ‘ACTIVE’ (went sailing or boating 13 times in the last year)

CHURN WITHIN CLUBS IS

10.9% WHICH IS HIGHER THAN THE

ENGLAND AVERAGE

INSIGHTS 2018 THE NORTH EAST


4 Grow junior and family club membership

1 Increase the number of instructors, race coaches and officials

• 1187 small boat instructors (6% of England), down 9% since 2016.

Small Boat Instructors: North East

• 78 cruising instructors (5% of England), up 11% from 2016.

1600

• 87 race coaches (9% of England) up 34% from 2016.

800

• There are 9 qualified race officials in the North East (1 Judge, 4 Race Officers, 4 Mark Layers).

600

• Almost half (48%) of the clubs in the North East state a shortage of volunteers limits membership growth, down from three quarters (76%) in 2017. • Just over half (51%) of all clubs in England report volunteering as a barrier to increasing membership.

• PTBO: 375 venues in UK, over 39,000 visitors and 9% follow-on activity.

2

• 28 PTBO venues in the North East with an average of 92 visitors (UK average 84 visitors) attending each event with 7% follow-on activity, and membership retention 3% (UK 8%).

Increase demand for sailing and boating

• Nearly 5,500 Start Boating certificates issued in the North East in the year to March 2018. • ‘Word of mouth recommendation’ and ‘Provision of informal / social sailing or coaching’ were among the top reasons given for increased membership in the North East.

5 Develop marketing skills within clubs and centres

400 200 0

2015

2016

2017

Sail

•W  e have 2,258 junior members (46% female / 54% male) - up 6% (500 juniors) from 2016 •2  0% of the North East club members are juniors. The proportion for England overall is 16%. •A  fifth (20%) of clubs in the North East have no junior members on the books. England’s figure is 24%.

Power

Junior members declared 2,500

2,043 2,000

1,000

• 21 OnBoard venues in the North East account for 3,389 new young people to sailing since April ’18.

0

• Double the number of club marketing workshops have run this year attended by 13 clubs. • 26% increase in likes of the RYA North East Facebook page and increased take up of social media posts compared to January 2017. • 2/3 of people liking our Facebook posts are currently non boaters. • 78% of adults have a smartphone in 2018, 61% more than in 2008 [Ofcom].

15,000

13,269

11,812

13,230

13,003

5,000 0

2015

2016

Declared membership

• Clubs in the North East have 28% capacity for growth, equivalent to 4,517 membership spaces unfilled.

2017 Backfill

2017

2018

1,759

2015

2016

Recent internet use by age group, 2011 and 2018, UK [ONS] 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

16 to 44

45 to 54

55 to 64 2011

65 to 74

75 or over

2018

RYA Membership: North East

6 Promote RYA representation and membership

10,000

2,258

500

Membership trend: North East Backfilled with regional average for non responders

2,259

1,500

•T  here are 3,171 family memberships within clubs in the region, accounting for 8% of all family memberships in England, up from 2,355 in 2017.

• Adults who use their mobile phone to access email or internet services increased from 66% of UK adults in 2017 to 72% in 2018 [Ofcom].

2018

Junior Members: North East

• RYA Membership is currently 5,761 in the North East region.

Sept '18

• RYA Membership in the region represents 6% of the RYA membership in England, down from 7% in 2014 and 2015.

Sept '17

• 34 RYA Membership Joining Points registered in the region (21 of which are clubs).

Dec '15

5,761 5,842 5,711

Dec '16

6,045 5,886

Dec '14

2018

2 fewer clubs than in 2016

5,000

5,500

6,000

6,500

• Churn across England decreased from 9.5% in 2017 to 8.9% in 2018.

3 Reduce membership churn within our clubs

• North East region’s churn rate is higher at 10.9%, up from 8.6% in 2016. • 1,251 people were estimated to have left clubs in the North East and there was a 12% increase in clubs reporting the actual number of leavers (rather than an estimate) over the last 12 months. • Clubs with great leadership, communication, teamwork, problem solving, collaboration, empathy and interpersonal skills tend to have the most satisfied members [RYA Club Members’ Satisfaction Survey 2018]. • Performing a member satisfaction survey in itself increases satisfaction and provides valuable insight to planning churn reducing initiatives [TLF Research].

% Churn: North East

7

10% 8%

Develop regular activity for disabled people

6% 4% 2% 0%

2015

2016 North East

2017

Disabled Sailors Regularly Participating: North East

• 23 Sailability sites in the region in 2018.

12%

2018

England Overall

• Average of 171 regular sailors a month with the Sailability programme this summer, up from 132 the previous year • It is estimated that 2.9% of club members in the North East have a disability (329 people at 40 clubs). The England average is 3.2%. • 1 in 5 of the national population have a longstanding limiting disability or illness, proportion is also reflected in the North East region [Mapping Disability – Sport England].

600 400

200 0

April

May

June 2017

July 2018

Aug

Sept

Profile for RYA

North East Regional Insights 2019  

North East Regional Insights 2019  

Profile for rya1875