So many great things have happened across English badminton in recent years.

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2 So many great things have happened across English in recent years. Marcus Ellis and Chris Langridge created history at the Rio 2016 Olympic Games when they won Great Britain s first ever Men s Doubles Medal, Chris and Gabby Adcock won the World Superseries Finals Mixed Doubles title in 2015, secured its position as the nation s most popular racket sport with almost 1m people playing every month, year on year the Yonex All England just got bigger and better with record breaking crowds attending the 107th, we successfully bid for the Yonex All England to be recognised among the top 3 majors of world, our member and fan base grew to more than 150,000 people, we welcomed new commercial and broadcast partners to the organisation and we have experienced massive growth in digital engagement across the various platforms. Just some of the amazing achievements that provide the platform to deliver even greater growth and success for English. Discover Badminton is a clear statement of intent to do just that. The development of the strategy involved more than 50 consultation days spanning the length and breadth of the country involving many County Badminton Associations, clubs, leagues, coaches and members. The message we heard was very clear; more in schools, more support to clubs, more people playing and competing, more volunteers and increased help to the current volunteer workforce and more coaches when they are needed. We listened and we understood and the asks of us are embedded into Discover Badminton. Discover Badminton is also a welcoming statement to anyone who wants to take part in our great sport. Whether you want to play, coach, volunteer, officiate or spectate, the doors of English are wide open and through, we will continue to play our part in getting our nation active. The strategy also recognises the changing funding landscape around British sport and it is imperative that National Governing Bodies can demonstrate greater financial resilience and become less reliant on Government funding. Discover Badminton is a strategy for and we look forward to coming together with you to achieve further growth and success in the future. 2 DISCOVER BADMINTON

3 OUR PURPOSE To lead the growth and success of in England OUR VALUES FOCUS Pursuing goals with clarity, drive and determination COURAGE Having the confidence to evolve by making the right decisions for the right reasons AMBITION Striving to attain excellent with motivation and passion TEAMWORK Understanding and respecting each others roles and being a supportive unified team OUR VISION To be one of the nation s most popular sports and consistently win medals at World, Olympic and Paralympic level OUR OBJECTIVES & STRATEGY More people taking part in Grow grass roots Win World, Olympic & Paralympic Medals A system that identifies and develops player potential A system that delivers consistent World Class performances Build financial resilience and be a well governed organisation Greater financial independence & sustainability Demonstrate compliance with the UK Governance Code 4 DISCOVER BADMINTON

4 MORE PEOPLE TAKING PART IN BADMINTON GROW GRASS ROOTS BADMINTON More young people playing Increase the number of players competing Increase the number of people joining clubs Build capacity and capability - volunteers, clubs, officials, coaches and facilities 17,500 under 11s played 67, s played Our Core Market has been maintained at 387,150 players 40,000 players competing in all competitions 13,750 under 11s have joined clubs 3, year olds have joined clubs Our Core Market has increased to 400,000 players 8,000 competition players tracked 21,500 under 11s have joined clubs 5, year olds have joined clubs Our Core Market has increased to 420,000 players 10,000 competition players tracked 6 DISCOVER BADMINTON

5 WIN WORLD, OLYMPIC & PARALYMPIC MEDALS A SYSTEM THAT IDENTIFIES AND DEVELOPS PLAYER POTENTIAL Identify players from within the England Performance pathway who will receive increased support in line with the process of staged integration to the NBC Invest in coaches with the capability to develop medal winning players Introduce the performance profiling tool Sign MoU s with Universities who can support innovation and research 1 x individual medal at the U19 European Junior 2-4 medals at the U17 European Junior 1 x individual medal at the U15 European Junior 2 x medal + 2 quarter-finals at U19 European Junior 1 x quarter-final at World Junior 1 x individual medal at the U15 European Junior Number 1 European Team at the 2024 World Junior (individual performances) To demonstrate through medal winning performances at European Junior that we are consistently the highest medal winning Nation. 8 DISCOVER BADMINTON

6 WIN WORLD, OLYMPIC & PARALYMPIC MEDALS A SYSTEM THAT DELIVERS CONSISTENT WORLD CLASS PERFORMANCES Achieve performance success at: European Individual World Individual Commonwealth Games Olympic Games World Para- Paralympic Games 1 x top 8-1 medal at World Win 6 medals (semi final) or better Superseries wins A minimum of 50% win loss ratios against Top 8 in the world for 2 pairings Qualify a minimum of 1 x pair for the Superseries Finals 1 x pair reaching top 8 in the world 8-14 medals at the Para Badminton World Win a minimum of 1 medal at the Olympic Games Win 12 medals (semi final) or better Superseries wins A minimum of 50% win loss ratios against Top 4 in the world for 1 pairings A minimum of 60% win loss ratio against Top 8 in the world for 2 pairings Qualify a minimum of 2 x pair for the Superseries Finals 1 x pair reaching top 4 in the world 1 pair reaching top 8 in the world Medal at the Paralympic Games Win a minimum of 1 medal at the Olympic Games Win 16 medals (semi final) or better Superseries wins A minimum of 60% win loss ratios against Top 4 in the world for 1 pairings A minimum of 65% win loss ratio against Top 8 in the world for 2 pairings Qualify a minimum of 2 x pair for the Superseries Finals 1-2 x pairs reaching top 4 in the world Medal at the Paralympic Games 10 DISCOVER BADMINTON

7 BUILD FINANCIAL RESILIENCE AND BE A WELL GOVERNED ORGANISATION GREATER FINANCIAL INDEPENDENCE AND SUSTAINABILITY Implement an overarching commercial strategy to generate increased revenue to confidently plan and invest in strategic priorities Implement a programme of digital transformation to grow an engaged, personalised and increasingly satisfied customer base Use robust data and insight to assess value and impact and to support investment decisions Increase the number of people joining clubs Increase the number of people attending major events Reduce the churn of members and ticket purchasers Self generated revenue has grown to 4m Self generated revenue has grown to 4.7m Self generated revenue has grown to 5m 12 DISCOVER BADMINTON

8 BUILD FINANCIAL RESILIENCE AND BE A WELL GOVERNED ORGANISATION DEMONSTRATE COMPLIANCE WITH THE UK GOVERNANCE CODE Demonstrate compliance with the UK Governance Code Reform relevant Articles Deliver an action plan focused on achieving a diverse and representative governance structure Deliver an action plan demonstrating Badminton England is a fit for purpose organisation Proposals to amend the Articles of Association are approved by the AGM A diversity action plan is approved An action plan to demonstrate compliance is approved Badminton England is fully compliant with the UK Governance Code Badminton England is fully compliant with the UK Governance Code 14 DISCOVER BADMINTON

9 National Badminton Centre Milton Keynes, MK8 9LA E: T: www.