Sport Australia report reveals ‘worrying trends’ in participation

January 11, 2022

Nigel Benton

Marketing / Recreation / Sport /

Sport Australia’s release of its full Emerging Trends in Sport Participation report has presented what the Federal Government agency refers to as “worrying trends” in sport participation, acknowledging that “social and recreational habits in Australia are changing and organised sport is not necessarily the most popular choice for many”.

Previewed in October, but only released in full in the past week, the report highlights that “recreational trends, plus the rise of digital options, present challenges for organised sport”.

The report, prepared by Neil Burgin, Director - Strategic Partnerships at the Australian Sports Commission (ASC), aims to aid understanding of Australians’ sporting habits and to help in assessing a future focus for sport participation.

The report’s assessment reveals a fast-changing sport and recreation participation landscape, with the emergence and challenges of hybrid sports, digital environments and people prioritising social engagement and fun, rather than strong competitive elements when considering physical activity.

It advises “COVID-19 has influenced many aspects of society and some new habits or behaviours may be long-term.

“While many Australians will likely return to pre-pandemic habits and organised sport will also return to 'normal', the question is, 'is that the best outcome?' Has the pandemic provided sport with a pathway to rebuild, address long-standing trends and adapt to meet modern demands?

“The trends identified within this assessment are not exclusive; but they do appear prominent and provide Australian sport with a guide as to areas of possible risk and opportunity.”

Identifying increasing engaement with technology, it advises “hybrid sports, incorporating simulated sport in a digital environment will only increase in sophistication, popularity and affordability and thus place even more competition on traditional sport participation.

“(However) there is an opportunity to integrate this evolving version of sport into modern sport offerings such as with AusCycling's and e-cycling platform Zwift's competition series which began in 2020.

“The participation trends indicate that Australians are adopting recreational activities that meet their busy and social lives. Sport participation choices are becoming driven by flexibility, tailored by the needs of the individual - this was a trend even prior to the pandemic and was highlighted as a Mega Trend by the ASC and CSIRO (Commonwealth Scientific and Industrial Research Organisation) in 2013.”

Making further comment on the pandemic, the report notes “COVID-19 has not so much created new trends in sport participation, more accelerated certain trends. How many of the newly adopted trends remain for the longer term, remains to be seen but certainly there are opportunities of focus for organised sport to either mitigate or integrate the trends.

“As Australians seek different ways to be physically active, sport must find different ways to attract contemporary customers. For many participants a focus on social engagement and fun, rather than strong competitive elements; being inclusive for all, not just the best can lead to longer term commitments and benefits for individuals and organisations.

“Sport, possibly more than ever, can play a valuable role in the lives of Australians but only if it meets the social demands and appeals to a diverse community with busier lives and less money to spend on non-essential items.”

The report presents challenges to incoming ASC Chief Executive Kieren Perkins in how to address the changing nature of sporting participation. It will be interesting to see whether the Commission looks to do this or returns to its past focus on developing elite sporting performance.

Click here to read the report at Sport Australia’s Clearinghouse for Sport website.

Main image courtesy of Melbourne Sports Centres.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.