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Sports Management Issue 3 2014 www.sportsmanagement.co.uk @Sportsmag Vol 18 issue 3 2014 GENERATION GAMES WOMEN Delivering the 2012 IN SPORT legacy pledge SPECIAL MALCOLM McPHAIL EQUAL OPPORTUNITIES Life Leisure CEO on Improving women’s activating the nation standing in sport RUNNING JUMP COMMUNITY GAMES Parkour is moving indoors Brand awareness through grassroots sport On the cover: Jo Pavey, 10,000m European champion Building Systems EDITOR'S LETTER WOMEN (AND GIRLS) IN SPORT Progress is being made, but much remains to be done to fully engage girls and women in sport. Frankly, if we can't get it right in the west, with the resources we have, then what hope is there for nations where poverty and oppression are rife? We have to keep fighting n this issue we focus on women in sport, with a cover There are few greater ways for women to celebrate freedom celebrating the amazing Jo Pavey and her inspiring gold and self-determination than through sport and it’s incumbent on medal performance in the 10,000m at the European Athletics all of us to offer girls and women these opportunities. I Championships in Zurich. She powered to the title aged 40 – Yet wee still falling short in fundamental areas: according to the the oldest competitor ever to win in Europe – and only a year after Women’s Sport and Fitness Foundation’s (WSFF) report, Changing giving birth to her second child. It was lump in the throat stuff. the Game for Girls, 51 per cent of girls in the UK are deterred from Athletes like Pavey show what incredible feats women are exercise by their unsatisfactory experiences of school sport. capable of and are a huge inspiration at a time when girls and And the report found it’s not just the overall standard of PE women around the world are increasingly being threatened with that’s discouraging them, it’s the lack of choice: 46 per cent loss of life and liberty and denied the of inactive girls gave up on sport opportunity to fulfil their potential. because they didn’t enjoy those on We kick off our special coverage Around 51 per cent of girls offer at school. WSFF says: "Those on page 40 with a report from are deterred from sport girls who have been let down by Sports Management's Tom Walker school sport grow into young adults on the International Working by their unsatisfactory who see little value in taking part.’’ Group on Women and Sport (IWG) experiences at school So the challenge is clearly laid World Conference, which took out. The social and health benefits place in Helsinki recently. of involving girls in sports which This four-yearly event brings together thought leaders to engage them – which they want to do, not what someone else share best practice. A quick look at its five sub-themes gives thinks they should do – is hugely positive and we must work insights into its purpose and the challenges facing the sports together to find effective ways to make it happen. community if we are to successfully break down gender Part of the solution is opening our minds to what works and barriers. They are: increasing girls’ participation in sport; what really engages girls and women and then being prepared leading the change in sport policy; enhancing female leadership to change and adapt. On page 52 we look into the growth of and coaching; women’s physical activity and wellbeing; and parkour (or freerunning) and discover that up to 25 per cent of promoting sport as a safe haven and bastion of human rights. participants are female – something few people will be aware of, The IWG is working to empower women to get involved at every as this is largely seen as a male-only sport. level – from taking part in community sport to training for elite Sport and the confidence and empowerment it brings, is one events and encouraging more women sports leaders. of the best ways to support women and girls in their battle for At the conference, Johanna Adriaanse, IWC co-chair said, equality around the world, and now is the time to act. “Globally, women’s sport is a very important tool for developing nations. It can empower women not only in physical activity and sport, but also as a vehicle for other sectors of life.’’ Much has Liz Terry, editor been achieved, but there’s still a great deal more work to be done. twitter: @elizterry Share your thoughts – visit sportsmanagement.co.uk/blog T: +44 (0)1462 431385 W: sportsmanagement.co.uk @sportsmag E: [email protected] sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014 3 WELCOME INTERVIEW – MALCOLM MCPHAIL ON THE IMPORTANCE OF ENGAGING INACTIVE PEOPLE PAGE 30 CSR – WAYS TO STRENGTHEN YOUR BRAND THROUGH COMMUNITY ACTIVITIES PAGE 56 08 People profiles 30 Interview – Malcolm McPhail 42 Show report – IWG World Conference Nicky Roche, CEO of Tour de France HUB, CEO of Life Leisure on the importance The International Working Group on Women Five Hole for Food's Richard Loat and Nick of tapping into the 87 per cent of the and Sport held its conference in Helsinki in Hounsfield from The Wave, Bristol population who are physically inactive June. Tom Walker reports on the highlights 12 Thought leaders 34 Visiting Brazil 2014 44 Women in sport Alan Shaw, Eric O'Donnell and Dr Aileen Charles Cooke, principal at sports architects Women face a number of barriers in sport – Ionescu-Somers give their views Populous, reports on his experiences at the including participation and leadership. How FIFA World Cup 2014 in Brazil can sport be made more equal? 14 Mike Hall column FaulknerBrowns' sports partner on the need 38 Focus on grassroots football 48 Big data for a positive design dialogue The number of people playing football John Lucas on how sports organisations and is falling. Tom Walker speaks to Football companies can better utilise the huge amount 18 News Foundation CEO Paul Thorogood of data available to inform decision-making 4 sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014 ISSUE 3 2014 www.sportsmanagement.co.uk @sportsmag WOMEN IN SPORT – HOW TO ENSURE EQUAL OPPORTUNITIES FOR ALL PAGE 44 PARKOUR – THE ART OF FREERUNNING IS GROWING FAST AND APPEALING TO WOMEN PAGE 52 52 Emerging sports – parkour 66 Protecting children in sport 78 SAPCA Game On As the first indoor, purpose-built parkour The NSPCC’s Child Protection in Sport Unit Charting SAPCA's forthcoming guidelines centre opens in east London, we take a closer has been working with leading sports bodies on MUGAs and how to make the most of look at this thriving sport to raise the bar for protecting young athletes design consultants 56 CSR series – strengthening the brand 70 Fitness in sport – prehab workouts 86 Sport-kit – SALTEX special In the latest in our series on corporate social Sam Murphy on the value of prehabilitation Presenting the highlights and new products responsibility and sport, Kath Hudson looks in preventing injury among elite athletes and on display at the recent IOG Saltex show at at companies which are adding brand value helping sports centres assist members Windsor Racecourse, Berkshire 60 Generation games – a legacy for kids 74 Sport surfaces 90 Sports Mangement diary dates The aim of the London 2012 Olympic Games A look at recently completed pitch projects Listing the most important sports events. was 'inspire a generation'. We look at how the – from Russia's first high-tech natural pitch For more diary details, go to our dedicated promise is being delivered to rejuvenated tennis courts website, leisurediary.com sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014 5 the team READER SERVICES Subscriptions Denise Adams +44 (0)1462 471930 Circulation manager CHOOSE HOW YOU READ Michael Emmerson SPORTS MANAGEMENT... +44 (0)1462 471932 EDITORIAL TEAM Managing editor Tom Walker +44 (0)1462 471934 PRINT DIGITAL PDF Editor Liz Terry Sports Management is Read Sports The magazine is also +44 (0)1462 431385 available in glossy print Management free on available as a PDF NEWSDESK on subscription. 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