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

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.