Challenges for sport organisations developing and delivering non‐traditional social sport products for insufficiently active populations

• Main Authors: Kiera Staley (Author), Alex Donaldson (Author), Erica Randle (Author), Matthew Nicholson (Author), Paul O'Halloran (Author), Rayoni Nelson (Author), Matthew Cameron (Author)
• Format: Book
• Published: Elsevier, 2019-08-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.
• Notes: 1753-6405; 1326-0200; 10.1111/1753-6405.12912
• Keywords: concept mapping; sport organisations; insufficiently active; social sport products; physical activity; Public aspects of medicine; RA1-1270
• Source: Australian and New Zealand Journal of Public Health, Vol 43, Iss 4, Pp 373-381 (2019)

Abstract Objectives: To explore the challenges that Victorian sporting organisations experience when developing, delivering or scaling non‐traditional social sport products to engage insufficiently active people. Methods: Online Concept Mapping was used to gather qualitative data and analyse it quantitatively. Results: A total of 68 participants (27 organisations) brainstormed 158 challenges. The research team synthesised these to 71 unique challenges for participants to sort into groups and rate for importance (0-5) and ease of overcoming (0-5). A nine‐cluster solution - Deliverers; Capacity to drive the product; Facilities and partnerships; Product development; Sustainable business model; Marketing to insufficiently active; Attracting the insufficiently active; Clubs and volunteers; and Shifting traditional sport culture - was considered most appropriate. Participants rated the Deliverers challenges as the most important (mean=3.52), and the Marketing to insufficiently active challenges as the easiest to overcome (2.72). Conclusions: Key ingredients to successfully developing and delivering non‐traditional sport opportunities for insufficiently active populations are: recruiting appropriate product deliverers; building the capacity of delivery organisations and systems; and developing products relevant to the delivery context that align with the needs and characteristics of the target population. Implications for public health: A system‐wide response is required to address the challenges associated with sport organisations developing, scaling and delivering innovative social sport products for insufficiently active populations.