Marketing up the wrong tree? Organisational perspectives on attracting and/or retaining older adults in sport
- Jenkin, Claire, van Uffelen, Jannique, O'Sullivan, Grant, Harvey, Jack, Eime, Rochelle, Westerbeek, Hans
- Authors: Jenkin, Claire , van Uffelen, Jannique , O'Sullivan, Grant , Harvey, Jack , Eime, Rochelle , Westerbeek, Hans
- Date: 2021
- Type: Text , Journal article
- Relation: Frontiers in Sports and Active Living Vol. 3, no. (2021), p.
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- Reviewed:
- Description: Community sport is seen as a suitable setting for physical activity for different population groups. Older adults (aged 50+ years) are a rapidly growing population group. Physical activity is critical for healthy ageing, however sport participation rates for older adults are very low. The aim of this study was to investigate how sporting organisations perceive sport for older adults. This cross-sectional study surveyed 171 representatives from Australian National and State Sporting Organisations. Descriptive statistics were used to summarise the results and the three sporting organisation categories' (high, medium, and low participation) responses were compared using non-parametric statistics. Contextualised in the perspective of organisational change, a framework for marketing to the ageing consumer was used to interpret the results. Older adults are not a high priority group for most sporting organisations, however the benefits of engaging older adults were recognised, particularly in context of increasing participation numbers. A lack of age-appropriate programmes was perceived to be a major barrier of engaging older adults. This lack of programmes stems from older adults being deemed as a less attractive segment than other age groups for sporting organisations. Modifications that sports felt they could make to attract and/or retain older adults included specific marketing and age appropriate opportunities. There was widespread consensus across sporting organisations, suggesting that perceptions of older adult sport participation were comparable across the sector, such as increasing participation numbers and engaging their older fan base. In the context of attracting, and retaining, older adults in sport clubs, it was concluded that most sporting organisations are not (yet) ready to build “age friendly” sporting environments. There is very limited literature on the organisational perspective of older adults and sport, meaning this study is unique in the field. Although sport policy encourages organisations to grow their participation, most organisations do not actively and strategically engage older adults. This research provides an understanding of why this untapped market is not a priority target and provides comprehensive insights for policy makers to better engage with this population group. Copyright © 2021 Jenkin, van Uffelen, O'Sullivan, Harvey, Eime and Westerbeek.
- Authors: Jenkin, Claire , van Uffelen, Jannique , O'Sullivan, Grant , Harvey, Jack , Eime, Rochelle , Westerbeek, Hans
- Date: 2021
- Type: Text , Journal article
- Relation: Frontiers in Sports and Active Living Vol. 3, no. (2021), p.
- Full Text:
- Reviewed:
- Description: Community sport is seen as a suitable setting for physical activity for different population groups. Older adults (aged 50+ years) are a rapidly growing population group. Physical activity is critical for healthy ageing, however sport participation rates for older adults are very low. The aim of this study was to investigate how sporting organisations perceive sport for older adults. This cross-sectional study surveyed 171 representatives from Australian National and State Sporting Organisations. Descriptive statistics were used to summarise the results and the three sporting organisation categories' (high, medium, and low participation) responses were compared using non-parametric statistics. Contextualised in the perspective of organisational change, a framework for marketing to the ageing consumer was used to interpret the results. Older adults are not a high priority group for most sporting organisations, however the benefits of engaging older adults were recognised, particularly in context of increasing participation numbers. A lack of age-appropriate programmes was perceived to be a major barrier of engaging older adults. This lack of programmes stems from older adults being deemed as a less attractive segment than other age groups for sporting organisations. Modifications that sports felt they could make to attract and/or retain older adults included specific marketing and age appropriate opportunities. There was widespread consensus across sporting organisations, suggesting that perceptions of older adult sport participation were comparable across the sector, such as increasing participation numbers and engaging their older fan base. In the context of attracting, and retaining, older adults in sport clubs, it was concluded that most sporting organisations are not (yet) ready to build “age friendly” sporting environments. There is very limited literature on the organisational perspective of older adults and sport, meaning this study is unique in the field. Although sport policy encourages organisations to grow their participation, most organisations do not actively and strategically engage older adults. This research provides an understanding of why this untapped market is not a priority target and provides comprehensive insights for policy makers to better engage with this population group. Copyright © 2021 Jenkin, van Uffelen, O'Sullivan, Harvey, Eime and Westerbeek.
Sport for adults aged 50+years : Participation benefits and barriers
- Jenkin, Claire, Eime, Rochelle, Westerbeek, Hans, van Uffelen, Jannique
- Authors: Jenkin, Claire , Eime, Rochelle , Westerbeek, Hans , van Uffelen, Jannique
- Date: 2018
- Type: Text , Journal article
- Relation: Journal of Aging and Physical Activity Vol. 26, no. 3 (2018), p. 363-371
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- Description: Despite the health benefits of sport, the proportion of people participating in sport decreases with age. This qualitative study explored the benefits and barriers regarding older adult community sport participation, from the perspective of national sporting organizations, in addition to older adult sport club and nonsport club members, across eight focus group interviews (n = 49). Seven benefits were discussed, primarily social and physical health and intergenerational opportunities. Ten barriers were also discussed, including physical health, time constraints, and lack of appropriate playing opportunities. Ensuring access to activities that can benefit social health is of great importance to older adults. As sport can provide participation opportunities across generations, it can be an ideal physical activity option for this age group. However, a major barrier is that sport policy often prioritizes the participation for younger age groups. Policymakers should include a focus on older adults, to derive social health benefits.
- Authors: Jenkin, Claire , Eime, Rochelle , Westerbeek, Hans , van Uffelen, Jannique
- Date: 2018
- Type: Text , Journal article
- Relation: Journal of Aging and Physical Activity Vol. 26, no. 3 (2018), p. 363-371
- Full Text:
- Reviewed:
- Description: Despite the health benefits of sport, the proportion of people participating in sport decreases with age. This qualitative study explored the benefits and barriers regarding older adult community sport participation, from the perspective of national sporting organizations, in addition to older adult sport club and nonsport club members, across eight focus group interviews (n = 49). Seven benefits were discussed, primarily social and physical health and intergenerational opportunities. Ten barriers were also discussed, including physical health, time constraints, and lack of appropriate playing opportunities. Ensuring access to activities that can benefit social health is of great importance to older adults. As sport can provide participation opportunities across generations, it can be an ideal physical activity option for this age group. However, a major barrier is that sport policy often prioritizes the participation for younger age groups. Policymakers should include a focus on older adults, to derive social health benefits.
Sport and ageing : A systematic review of the determinants and trends of participation in sport for older adults
- Jenkin, Claire, Eime, Rochelle, Westerbeek, Hans, O'Sullivan, Grant, van Uffelen, Jannique
- Authors: Jenkin, Claire , Eime, Rochelle , Westerbeek, Hans , O'Sullivan, Grant , van Uffelen, Jannique
- Date: 2017
- Type: Text , Journal article , Review
- Relation: BMC Public Health Vol. 17, no. 1 (2017), p. 1-20
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- Description: Background: The global population is ageing. As ageing is often associated with a decline in health, there is a need to further develop preventative health measures. Physical activity can positively influence older adults’ (aged 50 years and older) health. Previous research on the relationship between physical activity and health for older adults has mainly focused on physical activity in general, and not specific types of exercise. Due to the social nature of sport, it may assist in improving physical, mental and social health for older adults. Sport, as a form of physical activity, has not been widely explored as a physical activity opportunity for older adults. This review concurrently explored two research questions: the determinants and the trends of sport participation for community dwelling older adults. Methods: Two parallel systematic searches of nine electronic databases were conducted in December 2015 for the two research questions. English language quantitative and qualitative studies that provided specific results for community dwelling older adults’ sport participation were included and a quality ratings assessment was undertaken. Results: There were 10,171 studies initially identified for the first research question and 1992 studies for the second research question. This culminated in 18 and 8 studies respectively that met the inclusion criteria. The most frequently mentioned determinants of participation were health and using sport to negotiate the ageing process. The most frequently mentioned trends of sport participation were the effect of historical sport participation on current participation, and sport participation across the lifespan. The main themes for both research questions had contrasting results, for example, participation in sport could improve health, but poor health was also a limitation of sport participation. Conclusions: This review demonstrates that older adults are a heterogeneous age group, and therefore require different strategies than other age groups to successfully participate in sport. It is recommended that the main findings from this review are incorporated into specific strategies to develop age appropriate sporting opportunities for older adults, so that sport can be presented as a viable physical activity option for this age group.
- Description: Background: The global population is ageing. As ageing is often
- Authors: Jenkin, Claire , Eime, Rochelle , Westerbeek, Hans , O'Sullivan, Grant , van Uffelen, Jannique
- Date: 2017
- Type: Text , Journal article , Review
- Relation: BMC Public Health Vol. 17, no. 1 (2017), p. 1-20
- Full Text:
- Reviewed:
- Description: Background: The global population is ageing. As ageing is often associated with a decline in health, there is a need to further develop preventative health measures. Physical activity can positively influence older adults’ (aged 50 years and older) health. Previous research on the relationship between physical activity and health for older adults has mainly focused on physical activity in general, and not specific types of exercise. Due to the social nature of sport, it may assist in improving physical, mental and social health for older adults. Sport, as a form of physical activity, has not been widely explored as a physical activity opportunity for older adults. This review concurrently explored two research questions: the determinants and the trends of sport participation for community dwelling older adults. Methods: Two parallel systematic searches of nine electronic databases were conducted in December 2015 for the two research questions. English language quantitative and qualitative studies that provided specific results for community dwelling older adults’ sport participation were included and a quality ratings assessment was undertaken. Results: There were 10,171 studies initially identified for the first research question and 1992 studies for the second research question. This culminated in 18 and 8 studies respectively that met the inclusion criteria. The most frequently mentioned determinants of participation were health and using sport to negotiate the ageing process. The most frequently mentioned trends of sport participation were the effect of historical sport participation on current participation, and sport participation across the lifespan. The main themes for both research questions had contrasting results, for example, participation in sport could improve health, but poor health was also a limitation of sport participation. Conclusions: This review demonstrates that older adults are a heterogeneous age group, and therefore require different strategies than other age groups to successfully participate in sport. It is recommended that the main findings from this review are incorporated into specific strategies to develop age appropriate sporting opportunities for older adults, so that sport can be presented as a viable physical activity option for this age group.
- Description: Background: The global population is ageing. As ageing is often
Are they ‘worth their weight in gold’? Sport for older adults: benefits and barriers of their participation for sporting organisations
- Jenkin, Claire, Eime, Rochelle, Westerbeek, Hans, O’Sullivan, Grant, van Uffelen, Jannique
- Authors: Jenkin, Claire , Eime, Rochelle , Westerbeek, Hans , O’Sullivan, Grant , van Uffelen, Jannique
- Date: 2016
- Type: Text , Journal article
- Relation: International Journal of Sport Policy Vol. 8, no. 4 (2016), p. 663-680
- Full Text:
- Reviewed:
- Description: The ageing global population has led to an increased focus on health for older adults. However, older adults have not been a specific priority for some sporting organisations (SOs). Thus, there is an emerging opportunity for this age group to be considered within international sport policy. The aim of this study was to understand the benefits and barriers that SOs encounter when engaging older adults. Eight focus group interviews (n = 49) were held with representatives of Australian national sporting organisations (NSOs), and older adults who were either sport club or non-sport club members. The socioecological model domains, interpersonal, organisational and policy, were used as a framework for thematic analysis, and organisational capacity building concepts were utilised to explain the findings. Common perceived benefits included interpersonal benefits (intergenerational opportunities and role models) and organisational benefits (volunteering, financial contributions and maximised facility usage) for engaging older adults. Common perceived barriers included interpersonal barriers (competing priorities and perceived societal expectations), organisational barriers (lack of appropriate playing opportunities, lack of facility access and lack of club capacity) and policy barriers (strategic organisational focus on children and elite sport and risk management). Whilst participation in sport is not common for older adults, their involvement can be invaluable for sport clubs. It is not anticipated that any policy focus on older adults will significantly increase active participation for this age group. However, any increase in older adults’ sport participation either through actively playing, supporting family and friends and/or volunteering will contribute to the positive health of individuals, sport clubs and the community. © 2016 Informa UK Limited, trading as Taylor & Francis Group.
- Authors: Jenkin, Claire , Eime, Rochelle , Westerbeek, Hans , O’Sullivan, Grant , van Uffelen, Jannique
- Date: 2016
- Type: Text , Journal article
- Relation: International Journal of Sport Policy Vol. 8, no. 4 (2016), p. 663-680
- Full Text:
- Reviewed:
- Description: The ageing global population has led to an increased focus on health for older adults. However, older adults have not been a specific priority for some sporting organisations (SOs). Thus, there is an emerging opportunity for this age group to be considered within international sport policy. The aim of this study was to understand the benefits and barriers that SOs encounter when engaging older adults. Eight focus group interviews (n = 49) were held with representatives of Australian national sporting organisations (NSOs), and older adults who were either sport club or non-sport club members. The socioecological model domains, interpersonal, organisational and policy, were used as a framework for thematic analysis, and organisational capacity building concepts were utilised to explain the findings. Common perceived benefits included interpersonal benefits (intergenerational opportunities and role models) and organisational benefits (volunteering, financial contributions and maximised facility usage) for engaging older adults. Common perceived barriers included interpersonal barriers (competing priorities and perceived societal expectations), organisational barriers (lack of appropriate playing opportunities, lack of facility access and lack of club capacity) and policy barriers (strategic organisational focus on children and elite sport and risk management). Whilst participation in sport is not common for older adults, their involvement can be invaluable for sport clubs. It is not anticipated that any policy focus on older adults will significantly increase active participation for this age group. However, any increase in older adults’ sport participation either through actively playing, supporting family and friends and/or volunteering will contribute to the positive health of individuals, sport clubs and the community. © 2016 Informa UK Limited, trading as Taylor & Francis Group.
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