England Athletics Appoint Two Circles
Two Circles, who specialise in enabling sports rights holders to drive commercial growth, has been appointed by England Athletics to help develop and build a customer model to drive participation in recreational running.
The customer data consultancy will build the customer model to support the delivery of the England Athletics Whole Sport Plan through the interpretation of attitudinal and behavioural data. The output will provide focus on how to drive participation in recreational running over the next four year period.
Anna Gray, community programme manager at England Athletics commented: ‘Following on from the Olympics, the sport is in a great position to maintain growth in participation and that is our aim over the next Whole Sport Plan period. We are excited to be working with Two Circles to help us better define our target audience and to focus our thinking on how we continue to achieve sustained participation growth.’
Jon Downer, consultant at Two Circles added: ‘We are delighted to get this opportunity to work with England Athletics and help the sport to grow. It is a challenging brief and a new type of project made possible by the availability of significantly improved data.’
‘As NGB’s begin to understand the depth & breadth of data at their disposal, from Sport England research to local affiliation data, the challenge is to learn how to interpret the data and translate it into programmes and strategies which underpin strategic objectives. Athletics, like many sports, is forecasting growth over the next four year cycle, and we are very confident that we can help the sport to identify exactly how to achieve this growth.’
The agency also works with major sports rights holders including Manchester City FC, England and Wales Cricket Board, Harlequins, ICC, England Hockey, Surrey CCC, Ascot Racecourse and the Youth Sport Trust.
