The State of the Sport In Western Australia 2016 Darren Beazley Chief Executive Officer Swimming An An Essential Part of the Western Australian Way Way of Life of Life
What trends is swimming seeing globally? Swimming An An Essential Part of the Western Australian Way Way of Life of Life
The United Kingdom Swimming is the country's most popular sport but the number of people who regularly swim is declining, according to Sport England's latest grassroots sports participation figures. Why is this? Swimming is still the country's most popular sport, with over 2.5 million people taking part weekly, but 144,200 fewer people swam compared to before. Swimming An An Essential Part of the Western Australian Way Way of Life of Life
The United Kingdom The Olympic Games are NOT the long term solution. Now, the Olympic effect appears to have worn off. Sport England's latest Active People Survey shows that 15.5 million people in the UK did some kind of sport once a week, every week, in the six months up to 31 March - 222,000 fewer than the previous six months. Adam Paker, Chief Executive of the Amateur Swimming Association, said this decline was not a blip. "Left unchecked, it could become part of a longer trend," he said. "The numbers have been flat to declining over time, since the late noughties. "What we've seen recently is a sharp decline, and that's where we are particularly concerned." Swimming An An Essential Part of the Western Australian Way Way of Life of Life
Issues facing swimming in the UK today include: - Ageing facilities not meeting the expectations of the market; - Lack of access to lane space; - Technology lack of gamification ; - Individual Nature of Swimming; - Expense 4.70 for a one-hour session; - Primary schools no longer offer swimming half of primary school children in the UK cannot swim 1 length of a 25m pool by themselves. - Parents do not feel confident enough to teach their children to swim or be mobile in the water so they avoid it; - Councils make political decisions on facilities. Swimming An An Essential Part of the Western Australian Way Way of Life of Life
The United States Every Olympic year USA Swimming sees an Olympic bump of participation. It s hard not to get inspired watching the crew of American stars. But the Olympics is a short-term phenomenon so that s why programs such as SwimToday exist to drive interest every day, every year. But it won t be easy the next decade. MATT FARRELL// CHIEF MARKETING OFFICER, USA SWIMMING Swimming An An Essential Part of the Western Australian Way Way of Life of Life
USA Dominated the Pool in Rio Ø There were 26 first-time Olympic medalists; Ø The U.S. had a finalist in 25 of the 26 individual events; Ø The U.S. had two (2) finalists in 20 of the 26 individual events. It s also noteworthy that our National Team staff puts an enormous amount of effort into planning and preparations. Every effort is made to provide support and eliminate distractions so that athletes are able to step onto the blocks confident and ready Chuck Wieglus (Executive Director USA Swimming) Swimming An An Essential Part of the Western Australian Way Way of Life of Life
US Swimming s Approach We take our swimming seriously, and certainly it s worth it when we see the kind of results we had in Rio. However, not all parents are there yet. Many families are looking for more of an activity than a sport when they first register their children with a swimming club. To continue to grow, we must recognize this trend and find ways to accommodate these families. This is one reason why it is important that we consider new membership categories and competitive benefits. Progressive clubs will be looking to modify their programming to accommodate those kids that are interested in swimming, but have yet to reach of the stage of being workout fanatics Chuck Wieglus (Executive Director USA Swimming) Swimming An An Essential Part of the Western Australian Way Way of Life of Life
Trends in US Swimming Issues facing swimming in the USA today include: - Building a base of young athletes and keeping them in the sport; - Transition of swimmers from youth (Age) coaches to Open Coaches ; - Implementation of the Safe Sport Programme; - National roll out of special bridge programmes to increase enrollments and improve retention percentages; - Technology lack of gamification ; - Decrease in youth sports participation; - Volunteerism is on the decline. Swimming An An Essential Part of the Western Australian Way Way of Life of Life
Western Australian Trends Swimming An An Essential Part of the Western Australian Way Way of Life of Life
Western Australian Kids Swimming An An Essential Part of the Western Australian Way Way of Life of Life
Sobering Statistics - 2/3 of Western Australian children do not get enough exercise; - Only 28% of girls get enough exercise! - 24% of children never eat meals from fast food outlets; - 99% of children live in smoke free homes. OR Swimming s Time?!!! Swimming An An Essential Part of the Western Australian Way Way of Life of Life
2014/15 - On the road to recovery Swimming An An Essential Part of the Western Australian Way Way of Life of Life
How did swimming fare in Western Australia over the last 12 months? Swimming An An Essential Part of the Western Australian Way Way of Life of Life
Lead Indicators of Our Progress Performance Membership Development Community Participation: WestSwim Open Water Swimming Marketing and Communication Financial Performance
Performance Outcomes - 12 Athletes and 3 Coaches selected on Australian Teams, including the 2016 Rio Olympic Games; - Swimming WA led the strategy and consultation on the High Performance Training Centre expansion; - Criteria review and launch of new Performance Pathway programme, with Coaching Director assistance; - Tokyo 2020 squad established creating opportunities and pathway for talented athletes; - 2 National Champions pool and Open Water Swimming; - Successful State Teams Short Course campaign 4 th place and closest ever margin to Victoria achieved.
Performance Outcomes Name Achievement Event Location Jeremy McClure Tamsin Cook Brianna Throssell Guy Harrison- Murray WORLD RECORD 5 th SILVER 6 th 4 th 8 th S11 50m backstroke S11 100m backstroke 4x200m freestyle 400m freestyle 200m butterfly 200m butterfly Australian Championship Rio Paralympics Rio Olympics FINA World Championships Rio Olympics Bronze 4x100m freestyle IPC World Championships Blair Evans 16 th 400 individual medley Rio Olympics Simon Huitenga 15 th 10km marathon FINA World Championships
Western Australians on National Teams 2016 Rio Olympic and Paralympic Games Australian Dolphins Swimming Team - Blair Evans; - Tamsin Cook; - Brianna Throssell; - Jeremy McClure. 2016 Rio Olympic Games New Zealand and Malaysian Swimming Team - Kane Radford; - Heidi Gan; - Ian Mills - Paul Bruce
Development - Implemented Volunteer of the Month; - Club Champion Award launch Metro and Regional; - 515 new swimmers to the sport through the Junior Dolphins programme; - Waroona Swimming Club out of recess - 2 new Clubs affiliated; - 83 attendees from 33 Clubs at 2015 Swimming WA Conference; - More than 100 Coaches attending a coaching course; - Highest number of Technical Official Memberships more than 130; - Implemented Pilot programme Swim Stars - 37% from Swim Stars joined as Members; - Club President s Forum engaged Membership in Regional and Metro areas.
- Of our 83 Clubs, 27 Clubs grew their membership by 10% or more; - Panawonica Swimming Club grew by 105% - 64 Members up from 21; - Kwinana Swimming Club were next with 64% growth - 33 Members to 87; - Paraburdoo Swimming Club were third with 54% growth - 50 Members to an incredible 127 Members! - A special mention to the Arena Swimming Club who grew from 150 Members to 311 Members this year! Club Growth
Membership and Stakeholder Engagement
Membership
Annual Membership Numbers
15-21+ Years Remains our Challenge
Membership Good and Bad News
Swimming WA AGM October 2016 Stakeholder Engagement Eamon Sullivan 2016 Hall of Fame Inductee
Swimming WA AGM October 2016 Our Past Re-Engaged and Respected - 2 specific Swimming WA Life Member and Hall of Fame functions staged; - Hall of Fame Committee now operational; - 3 Life Members inducted.
Swimming WA AGM October 2016 Community Participation
Swimming WA AGM October 2016 Open Water Swimming 1000 900 800 700 600 500 400 300 2011/12 2012/13 2013/14 2014/15 2015/16 200 100 0 Cottesloe City Beach Coogee Champion Lakes Sorrento Swim the Swan Rockingham
Open Water Swimming Participant breakdown by age 2015/16 3% Participant residence 2015/16 1% 1% 25% 19% 12% 6% 10% U15 15-17 18-29 30-39 40-49 50-59 17% Perth Metro Regional Interstate International 25% 60+ 81%
Commercial Operations - Sponsorship gross revenue increased from $307,000 to $494,944 in a declining market - 100% of SWA Sponsors renewed; - PEET joins as a Bronze Level Sponsor for 3 years; - Aussie Natural Spring Water transitioned from Official supplier to Bronze Level Sponsor; - AIM (WA) signed as an Official Leadership partner.
Commercial Operations - SWA Foundation End of Financial Year Appeal; - Classification Day being arranged to classify MC Athletes; - Superfins, Southside Penrhos Wesley, UWA West Coast, Westside Christchurch all benefitted directly from the Appeal
Marketing and Communications Overall in 2015/16: - 65+ print articles; - 5 TV stories; - 20+ radio stories. Directly pitched or influenced by Swimming WA. Stories reaching approximately 12 million people! Dawn Fraser OA MBE strong media draw card, as was the SunSmart Open and Age Long Course State Championships.
Marketing and Communications Television: - The Swimming WA TVC aired on Channel 7 in January 2016; - Reached 300,000+ people; - Editorial support particularly from Channel 7 and 10. Radio: - Key component in advertising for the Regional Open Water Swimming Series rounds; - Strong support in the Metropolitan area from 6PR, 720 ABC Perth; - Nova 93.7 presence at events with Casanovas.
Marketing and Communications Print: - Open Water Swimming Series campaign promoting rounds in The West Australian and Regional papers; - Very strong editorial support from The West Australian and Sunday Times.
Marketing and Communications Social Media: - Swimming WA now active on Facebook, Instagram, Twitter and Snapchat; - Engagement increased by 116% between October 2015 and now; - WestSwim and Open Water Swimming have their own Facebook pages; - Punching above weight compared with other States.
SWA Revenue Sources 2011/12 2015/16 OWS 6% Learn to Swim 9% Other 15% Membership 24% Marketing/ Sponsorship 14% Operations 1% OWS 6% Learn to Swim 9% Swim Meets 11% Other 5% Membership 21% Marketing/ Sponsorship 18% Operations 3% Swim Meets 19% Grants 10% Grants 29%
Reducing the Strain on Members 2011/12 2012/13 External 30% Members 41% Other 29% 2015/16 Other 30% Externa l 24% 2013/14 External 30% Members 41% Other 30% Other 20% Externa l 47% Membe rs 46% 2014/15 External 45% Members 32% Other 23% Membe rs 33%
SWA Financial Trends Total Revenue! $3,000,000! 600! $2,500,000! $2,000,000! $1,500,000! $1,000,000! $500,000! 500! 400! 300! 200! 100! Revenue per Swimming Member! $-! 2012! 2013! 2014! 2015! 2016! Financial year end! 0!
Investing in the Sport Expenditure on Development and High Performance! $600,000! 120! $500,000! $400,000! $300,000! $200,000! $100,000! 100! 80! 60! 40! 20! Spend per Swimming Member! $-! 2012! 2013! 2014! 2015! 2016! Financial year end! 0!
SWA Bucking The Trend 30.0%! Revenue growth to State growth! 25.0%! 20.0%! 15.0%! 10.0%! 5.0%! Real Gross State product (% change)! 0.0%! 2012! 2013! 2014! 2015! 2016! Financial year end!
What is Swimming WA is doing in 3 rd year of Strategic Plan?
1. Grow Membership Club Membership! 2. The implementation of bridging programmes Splash N Dash, Westpac Summer League, Sporting Schools, etc. 3. Swimming WA Foundation building a war chest for swimming; 4. Boots on the Ground 5. Keeping swimming front of mind ; 6. Extension of the SAL high performance strategy here in WA.
Grow Membership By the end of 2016/17, Swimming WA will have grown to 11,100 Members across the State. Up lift of 400 Membership will come from: - Transition of the 550 Junior Dolphins into your Clubs; - Bridging programmes new customers to your Clubs: - Splash N Dash; - Sporting Schools; - Summer League. - Greater emphasis on the Club Growth programme across the state
Swimming WA will establish bridges between learn to swim and your Club. Our objective is to establish a clear and easily understood pathway.
Westpac Summer League By the end of 2016/17, Swimming WA will have grown to 11,100 Members across the State. Up lift of 400 Membership will come from: - Transition of the 550 Junior Dolphins into your Clubs; - Bridging programmes new customers to your Clubs: - Splash N Dash; - Sporting Schools; - Summer League. - Greater emphasis on the Club Growth programme across the state
The Swimming WA Foundation Year One put over $6,000 directly where swimming needed it most Multi-Class swimming. The industry needs to reduce its reliance on government funding and building a war chest for our swimming Clubs. Clubs should be able to come to the Association and seek financial support ranging from facility upgrades to Club development and training. Last year Swimming WA had 6 of its 83 Clubs support the Multi-Class Appeal. This year, our approach will be broader and it will be a case of first mover advantage.
2 New Development Officers Boots on the Ground (Pilbara and South West) This the game changer swimming has been looking for. Our goal is to have the DO working directly with the Regional Committee. However, this strategy has to be sustainable and if so, there must be local buy in.
Keeping Swimming Front of Mind Now that we have the broader community s attention, how do we evolve the message and move from awareness to caring and longer term, action? Television Radio Print less of a priority to reflect a changing demographic Online, Social Media and apps Outdoor
A 3 rd HPTC A pathway for elite athletes and coaches alike SWA will implement SAL s High Performance strategy locally here in the West! SWA Clubs to have greater access to WAIS expertise and support
2016/17 - Top 10 Challenges 1. Factors beyond our control: ² Lack of certainty around venues; ² Open Water Swimming. 2. Our Coaches: Ø Continuing the learn and improve; Ø Retaining and attracting talent. 3. The ability for our Clubs to EVOLVE.
2016/17 - Top 10 Challenges 4. Technical Officials changing of the guard; 5. Regional Development 6. Membership growth more Clubs, more Members, more Coaches, more Officials. 7. Commercial Sustainability
2016/17 - Top 10 Challenges 8. Competition Structures the balance. 9. Changing the perception of swimming of Clubs incubators of community spirit; 10. Unplugging the juggernaut that is learn to swim
Thank You for all that you do for our sport