The Sport England Market Segmentation tool () segments local populations and identifies the predominant “type” of people at Middle Super Output Area and Local Super Output Area (Ward level). This enables a more targeted approach to be taken to marketing and commissioning of activity at a local level. An overview of the segments is provided in Appendix 1. NB – This profile can viewed at LSOA where the segmentation groups will vary to the MSOA pattern. Outcomes Prog’ type Outcomes (from) (Bold italic – public health outcome indicators) Outputs (all programmes) What works More info Cycling Cycling programmes should be supported by strategies, plans and infrastructure development. Increase in frequency / intensity of physical activity of the participant. to meet 150mins per week target (optional - 12 weeks, 6 months, 1 year) Decrease in sedentary behaviour (moving sedentary people into 30mins of activity) Change in the determinants of physical activity behaviours, e.g. increased knowledge, improved towards activity. Increase in the number of people cycling as a means of active travel Numbers unique of participants entering programme Number of attendances per participant Baseline physical activity levels (pre & post intervention) Participant data e.g. age, sex, ethnicity, disability. Recruitment into programme – how were the participants Area wide programmes to promote cycling for both transport and recreational purposes should be linked to existing national and local initiatives. Programmes that work include: provision of information, including maps and route signing fun rides, recreational and sponsored group rides and school sports promotions promote use of leisure routes on and off roads promote use of off-road mountain bikes, BMX courses, circuits and parks car-free events or days, and links with cycle sports events hire schemes PH41 – Walking & Cycling Cycling Towns -
Swimming Increase in frequency / intensity of physical activity of the participant. to meet 150mins per week target (optional - 12 weeks, 6 months, 1 year) Decrease in sedentary behaviour (moving sedentary people into 30mins of activity) Change in the determinants of physical activity behaviours, e.g. increased knowledge, improved towards activity. Other lifestyle changes / outcomes as a result of participation in programme? (Qualitative data) Participation in swimming has been shown to be increased in some of the following methods. Free Swimming Lessons - evidence from the Free Swimming projects suggests targeted free swimming lessons are the most appropriate way to increase swimming participation. Swimming in natural environments has been to increase participation in market segmentation groups – Jackie, Alison, Tim Helena, Brenda and Elaine. Structured sessions – providing structured sessions that customers want. Emphasis on group and social activities and outdoor pools. Themed swims and associated campaigns. ASA Insight reports Physical activity and women Increase in frequency / intensity of physical activity of the participant to meet 150mins per week target during the programme duration, (optional - 12 weeks, 6 months, 1 year) Decrease in sedentary behaviour (moving sedentary people into 30 mins of activity) Local research into Young Women, Physical Activity and Sport highlights some of the barriers to participation. A follow up report highlights some of the successful project funded and their success – Girls Active Project. Swimming in natural environments (see Swimming section)