Badminton Denmark

Badminton Denmark
Development Conference
Presented by Simon Hughes
What is Play Badminton?
An evolving solution to satisfy new & current customers needs,
creating regular more frequent engaging badminton through a
sustainable & revenue generating framework
Three Key Elements to the Framework
• The Programmes
• The Business Impact
• Framework Support
How it works
Sales Campaigns
Marketing Support
Membership
Casual Market
Events & Social Calendar
Secondary Spend
No Strings Badminton
• Semi-structured (co-ordinated not coached)
• Pay and play initiative for the adult (16+) recreational market
• The product comes complete with shuttle supply, point of sale and marketing
materials (hard copy and online portal)
• Session Co-ordinator training resource and recruitment guidance,
Co-ordinator t-shirts
• Access to secure area of the website to add,
edit, report and track session information
• Launched October 2013
• An online league/ ladder system
• Flexible competition so players can ‘choose their Battle time’
• Sociable matching opportunity to allow people to play badminton matches informally
• As often as possible
• Battle Badminton aims to increase frequency of play and incentivises customers to
use PlayBadminton facilities for individual ‘Battle’ matches and centre competitions
https://www.youtube.com/watch?v=KcBB6ljPYCs
Essentials
• An 8 week/session adult beginners coaching course
• Delivered by fully qualified, endorsed BADMINTON England coaches
• The product includes the coaching manual, coaching aids and
marketing materials
http://www.youtube.com/watch?v=ipcl5tnO0DQv
Smash Up
• An innovative twist on ‘after-school’ badminton
• Available to use in leisure facilities as a profit making session
• SmashUp! is a youth initiative (13-16)
• Combines music and non-traditional badminton activities
• This product includes in-session branding, marketing materials,
branded activity cards and music
https://www.youtube.com/watch?v=LwHSsnw_tqI
Who we work with
Total of 1081 facilities with
3 Badminton Courts or more
Source: Active Places July 2014
• Commercial Management
• Trust
• Local Authority
How we are structured
North West
& North East
East Midlands
& Yorkshire
West Midlands
& South West
London & East
South East
Regional Team Structure
Regional
Manager
Participation
Managers
Workforce
Officers
Partnership
Managers
What our Research tells us
Almost
3.5million
people who have played once
in the last
60%
Have participated in
the gym, fitness class
and / or swimming
12 months
20%
Only
of
casual players want
to play in structured
programmes
600k
Over
played at least once
in the last month
50%
Almost
were introduced to
Badminton by friends
of family
Adult club
140,543
Young
people club
262,948
APS-111837
Student
152,001
Young
people
informal
245,708
APS-85282
Adult casual
477,357
APS - 245525
Senior
casual
116,998
APS-82455
Occasional
3,307,000
Successes to date
• Facilities are able to net an additional £135k through this framework
• Almost 500 facilities now officially signed up to the framework
• Almost 300 Essentials Courses already delivered in the first 12 months
• Almost 4000 people already signed up to Battle Badminton
• 55,000 people playing in NSB sessions across 650 venues
• 1200 Schools and 400 leisure centres already delivering the Smash Up programme
• Over £60,000 of revenue generated for BADMINTON England
Thank you for your time
Questions