Keith Morris

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BUCS Development Day York Sport: A changing landscape Keith Morris University of York, Head of Sport

A period of change; introduction The University of York The change process Vision and strategy Rebranding sport Stakeholder analysis Facility development Staffing Membership

Challenges & future focus

‘The challenge is to keep abreast of the shifting expectations of an increasingly diverse and informed student population and to adjust accordingly to provide the best possible experience to each of them’ Enhancing the student experience, Policy statement 1994 group

The University of York

STRATEGIC POSITION ENVIRONMENT

PURPOSE The wider Environment

CAPACITY

Higher Education Sector

CULTURE

1994 Group/Russell group Universities Uni of York 17th Uni of York Sport 43 (The Organisation)

s

Adaptation of ;Layers of Business Models;ofJohnson, Scoles & Whittingham (2008)

Ansoff’s matrix as applied to the old UoY sport & recreation service Product Market

Current

New

Current

(Lowest Risk) Market Penetration STAGNANT

(Medium Risk) Product Development

New

(Medium Risk) Market Development

(biggest opportunity, challenge) Diversification YORK SPORT VILLAGE

Research phase • Who are we providing for • Who/what is our focus • What do we need to do to meet their needs & expectation

Organisational review Our Structures

Our Strategy

our Values

Our Skills

Our Systems

Our Style Our Staff

Stakeholder analysis Vision and strategy

Competitor analysis

Vision & strategy

Strategic aims Encouraging Healthy lifestyles To deliver services that contributes to living a healthy lifestyle

Putting our customers first To provide exceptional customer service

Develop our staff team To value and support our team to full their personal and collective potential

Increase opportunities to participate To offer wide-ranging inclusive opportunities for all.

Investing in First class facilities To commit to development of our sporting estate

Supporting all levels of sporting performance To enable our individuals and teams to perform and excel

Influencing our sporting agenda through partnership To establish a leading role in the development of sport, regionally, nationally and internationally.

To underpin development of our business through financial success To maintain and enhance commercial sustainability though progressive business initiatives.

Rebranding of Sport The University of York Sport and Recreation Service to York Sport

Rationale for visual identity

Rebranding of Sport

Facility development York Sport Village

Changes to York Sport staff structure

‘The best mitigation to avoid risks is to have good people around you’ Malcolm Brown, Performance Manager, GB Triathlon BUCS senior management Day, October 2012

York Sport Staffing Structure Head of Sport

Business Development Manager

Operations Manager

4x Duty Managers York Sport Village

3.5x Duty Managers York Sport Centre

Health and Fitness Manager

Service Manager tbc

Sales and Membership Coordinator

Facility Bookings Coordinator

6x Sports Assistants

Sports Assistants

Strength and Conditioning Coach

FT Cleaners

Membership Administrator

Bookings Administrator

Fitness Instructor

Casual Cleaners

4x Receptionists

Sports Development

Swimming Development Manager

Go Ride cycle coach (BC)

Tennis coordinator TBC

Administration Assistant Instructors &coaches

Casual Staff

Personal Trainers

Structure staffing structure Business Development Head of Sport

Business Development Manager

Sales & Membership Coordinator

Membership Administrator

Facility Bookings Coordinator

Administration Assistant

Bookings Administrations

Staffing Structure Operations Head of Sport

Operations Manager

FT Duty Manager

FT Duty Manager

FT Duty Manager

FT Duty Manager

FT Duty Manager

FT Duty Manager

FT Duty Manager

0.5 Duty Manager

Health & Fitness Manager

Vacant Cleaner

Vacant Cleaner

Vacant Cleaner

Vacant Cleaner

Personal Trainer

Vacant Cleaner

Vacant Cleaner

Personal Trainer

Vacant Casual Cleaner

Vacant Casual Cleaner

Vacant Casual Cleaner

Vacant Casual Cleaner

Sports Assistant

Receptionist

Strength & Conditioning

Sports Assistant

Sports Assistant

Receptionist

Fitness Instructor

Sports Assistant

Vacant Sports Assistant

Receptionist

Vacant Sports Assistant

Vacant Sports Assistant

Receptionist

Sports Assistant

Vacant Casual Sports Assistants

Vacant Casual Receptionist

Service Manager tbc

Personal Trainer

Membership

MEMBERSHIP USAGE TARGETS • • • • •

1200 at YSV opening Peak membership 4740 (Feb 2013 ) 3200 YSV/1100 YSC Present 61:31:8% student/public staff/ split 11500 Swim visits since 1 September

Membership prices YSV monthly

Annual

YSC monthly

Annually

membership

46

506

21

231

Student membership

29

290

15

165

Concessions

36

396

18

198

Bolt on

5

60

Future developments

Cycling /Athletics tracks

S&C/Storage/studio

Tennis dome

Future challenges

Future challenges Split site facilities Justifying support for sport (33% of applicants stated sport and sporting opportunities as an influence for application to their university) Source; SE, Higher Education sport participation & satisfaction survey 2012

Meeting student expectation/satisfaction ‘’Higher Education sport doesn’t work for many students and needs a more attractive offer’ Sport England; Challenges to increasing participation

Sports students and those attracted to Uni due to sport are more satisfied Sport England’ Higher education sport and satisfaction survey 2012

Future Challenges Meeting demand; ‘demand outweighs supply’ Sport England (36% of new students wanted were attracted to new activities source: Sport at Sheffield Hallam, Sports Industry Research Centre 2008)

The impact of student fees; 8.8% drop in student applications to UK Universities (excluding Scotland) in 2012/13 Source; independent commission on fees

59% potential students indicated they were influenced by fee Source; independent commission on fees

Competition (£200m facility spend in the next 3 years;) There are over 200 institutions offering HE Source Complete University Guide 2012) courses /Source; HEFCE

Students are increasingly consumer led.

How are you different ?

‘Student fit’ 2 main factors effect student institutional fit Characteristics of the student (member) Characteristics of the institution/the environment

Linked to these are the attitudes of other-peers/family Banning and Banning 1980

How do we adapt our environment to match our user characteristic?

Key focus Focus on customer care and who you are providing for.

Meeting expectation when not everyone is sporty!

Consider the member journey Think of the whole experience of joining your club: (Member journey/moment mapping)) •

Decision to attend

•

Seeking information

•

Booking

•

Transport

•

Experience at your club

•

Do you make them love you

•

Follow up

•

Ask/listen

Summary

& key messages

Our continued focus To be Vibrant-Visible–Viable To encourage exercise/participation;– At every level – In first class facilities – Through first class service – Through development programmes designed to aid improvement

For sport to be recognised as a contributing factor in student choice of the UoY and in delivering on-going student/user satisfaction

‘The choice belongs to the consumer and the consumer alone, but the context and content belong to business’ Vrontis D. 2007

Interpretation; The choice belongs to the students and the students alone, but the factors influencing choice and what is offered can be influenced by us!

‘we no longer compete against the leisure centre down the road, the market has grown beyond that. Our competition includes David Lloyds, Esporta Living well and Fitness First to name but a few@.’ Jon Oxley (1998) Director of Health and Fitness for Sport and Leisure Management when he stated

Thank you. Any questions?