ENHANCING SQUASH

2017-2021 CONTENTS

CHAIR’S WELCOME...... 5 CEO’S MESSAGE...... 7 OVERVIEW...... 8

OUR VALUES...... 10 STRATEGIC AIMS...... 14 OVERVIEW DIAGRAM ...... 26

2 WELCOME

Since joining England Squash in May 2016 I have been impressed by the application, commitment and enthusiasm shown by everyone in the organisation: this has resulted in significant achievements. Despite a particularly challenging period, which has included a further reduction in staff numbers, the team has continued to develop successful participation campaigns such as Squash Girls Can and Squash 101 across an increasing number of facilities, attracted major events to the country (including the upcoming 2017 World Championships), implementing a new commercial strategy, made wide-ranging and significant improvements in governance “THIS STRATEGY MARKS A and continued to achieve junior and senior success on the world stage. TURNING POINT FOR ENGLAND Furthermore, we have entered into an exciting collaboration with US Squash that will make a step change in our technological capabilities. SQUASH THAT WILL MOVE US It would be remiss of me not to mention the work of Keir Worth, the TOWARDS OUR VISION OF BEING Executive team and the Board under whose leadership and direction we THE NUMBER ONE RACKET SPORT have successfully navigated our progress to date. Although none of us should underestimate the challenge ahead, this strategy marks a turning IN ENGLAND.” point for England Squash that will move us towards our vision of being the number one racket sport in England. The technology solution that underpins this strategy, coupled with a world class suite of content and programmes, will place us at the forefront of English sport whilst at the same time providing greater autonomy for our partners ‘on the ground’ to continue to enhance the Squash experience.

These are exciting times. I look forward to delivering on this strategy with the team and reporting further success.

Joy Carter

4 CEO’S MESSAGE

The past three years have witnessed unprecedented change for England Squash. The organisation has succeeded in following a new strategic path, implementing a company-wide rebrand and undergoing a major restructure and downsizing. During this time, we have managed to achieve our core strategic goals as agreed with Sport England, including stopping the decline in participation.

On behalf of the team I would like to take this opportunity to thank Joy and the newly formed Board whose advice, challenge and support has proved invaluable over the last year.

Looking ahead, the government’s agenda has shifted focus, which will result in significant funding reductions during the 2017-21 cycle. Our response will be positive and proactive. The new Sport England strategy provides the catalyst to implement changes that can dramatically reduce our reliance on funding through generation of our own revenues. England Squash is committed to supporting the traditional infrastructure of county associations, clubs, coaches and officials to grow the game through key programmes (e.g. Squash101) and campaigns (e.g. Squash Girls Can), but will need to apportion resources in a significantly different manner.

England Squash has previously identified a proposition that has the capacity to move towards financial independence by utilising our assets more effectively and through refining our existing strategy, we can focus primarily on those areas that will deliver a better squash experience and generate revenues to sustain the sport and the organisation.

The underpinning strategic goal is to cater for the needs of players, coaches, officials and clubs by creating a technology-driven membership proposition.

This strategy will: • Continue to build a model sport’s Governing Body that enables “LOOKING AHEAD, THE participation and enjoyment of Squash whilst delivering a robust talent pathway GOVERNMENT’S AGENDA HAS and successful performance programme. SHIFTED FOCUS, WHICH WILL • Deliver a membership scheme that caters to and encourages players and coaches of all levels. RESULT IN SIGNIFICANT FUNDING REDUCTIONS DURING THE 2017-21 • Form a progressive organisation with an enhanced international reputation. CYCLE. OUR RESPONSE WILL The following document outlines the proposed vision, principles and strategic BE POSITIVE AND PROACTIVE.” pillars that will give England Squash the best possible opportunity to thrive. Keir Worth

6 VISION MISSION TO MAKE SQUASH THE #1 RACKET TO CREATE A THRIVING SQUASH SPORT IN ENGLAND. COMMUNITY BY REDEFINING AND ENHANCING THE SQUASH EXPERIENCE FOR PLAYERS, COACHES, OFFICIALS AND VOLUNTEERS, THAT ENABLES US TO SUSTAIN THE SPORT, MAXIMISE WHAT DOES THIS LOOKS LIKE? REVENUE POTENTIAL AND DEVELOP WORLD LEADING TEAMS HIGH PERFORMANCE AND INDIVIDUALS.

• MEN’S, WOMEN’S & JUNIOR WORLD TEAM MEDALLISTS • TOP THE COMMONWEALTH GAMES MEDAL TABLE • SENIOR & JUNIOR EUROPEAN CHAMPIONS

MEMBERSHIP

• FASTEST GROWING MEMBERSHIP

COACHING

• THE BEST SUPPORTED AND ENABLED COACH NETWORK

INNOVATION

• THE FIRST TO ACHIEVE A TRANS-ATLANTIC PARTNERSHIP FOR THE BENEFIT OF SQUASH AND SQUASH PLAYERS

8 VALUES

VALUES 1 Relevant & Responsive CONNECTING We will support and grow the game to encourage and engage with everyone; irrespective of social background, ethnicity, ability or gender.

We will focus on understanding our players, our partners and everyone associated with squash by communicating effectively; in what we say, how we say it and how we listen.

10 VALUES

2 3 Passion with purpose Innovative & Informed DRIVING ADVENTUROUS We will always seek to inspire and be inspired We will constantly push ourselves to provide by the game whilst ensuring that we focus all our creative solutions to our challenges - building on efforts in delivering our strategy. all available insight.

We will be champions for squash and for our We will celebrate and respect our game’s rich organisation whilst maintaining our self awareness heritage but never allow that to compromise our to stay on top of our game. delivery of squash to new audiences and players.

We will stay grounded with humour and be aspirational We will always challenge ourselves and others without limit; using our head and heart. in the interests of the game.

12 STRATEGIC AIMS OUR STRATEGIC AIMS BY 2021 ENGLAND SQUASH WILL BE RECOGNISED BY PLAYERS, PARTNERS AND STAKEHOLDERS IN THE FOLLOWING AREAS:

GOVERNANCE: MEMBERSHIP: PROGRAMMES: TALENT & HIGH COMMERCIAL:

Adhering to the highest Providing a membership Enabling and supporting PERFORMANCE: Creating a diversified and standards of organisational model that caters to and partners to be at the forefront Providing a support and effective revenue model that governance. provides benefits for anyone of adult and junior player development programme minimises risk and reduces interested in playing or recruitment and retention. that identifies, develops dependency on funding. coaching squash, irrespective and delivers world leading of their ability. individuals and teams.

14 1 GOVERNANCE

AIM Adhere to the highest standards of organisational governance.

HOW WE AIM TO ACHIEVE THIS

SUCCESS CRITERIA By end of Q4 2017, adhere fully to the UK Sports Governance Code. International recognition as a leading Squash federation. Partners recognise the benefits of our approach.

16 2 MEMBERSHIP

AIM Provide a membership and affiliation model that caters to and provides benefits for anyone interested in playing, coaching and promoting squash.

HOW WE AIM TO ACHIEVE THIS

EERSI

SUCCESS CRITERIA Implement new membership scheme by Q4 2017 Enhanced technology platform available by Q3 2018 Increase membership income by 100% by Q4 2021 Increase the number of coach members by 30% by Q4 2021

18 3 PROGRAMMES

AIM Enable and support partners to be at the forefront of adult and junior player recruitment and retention.

HOW WE AIM TO ACHIEVE THIS We will empower County Associations through the regional & national forums, implement a club and facility engagement programme and develop player engagement programmes, campaigns and resources to support delivery at affiliated facilities.

ROGRAES

101 101

SUCCESS CRITERIA Increase in people playing squash and membership via Leisure Providers, Higher Education and our Club network Benefits of the Forums acknowledged by partners

20 4 TALENT & HIGH PERFORMANCE

AIM Provide a support and development programme that identifies, develops and delivers world leading individuals and teams.

HOW WE AIM TO ACHIEVE THIS

COACHES Refine and deliver the coach development programme Recruit, train and deploy coaches more effectively.

SYSTEM & CULTURE ATHLETES Establish a dynamic and Enable players to be TALENT & robust tracking system to responsible for their own HIGH PERFORMANCE enhance player development. development and Create clear and coherent satisfaction levels. player profiles across the Create unique content to player pathway. make player and coach development more accessible. Create positive learning environments.

SUCCESS CRITERIA Ensure our teams achieve success and medal in World, European and Commonwealth competitions at junior and senior levels.

22 5 COMMERCIAL

AIM Create a diversified and effective revenue model that minimises risk and reduces dependency on funding.

HOW WE AIM TO ACHIEVE THIS Develop a robust membership fee based model and our Intellectual and Events Rights Portfolio to identify and deliver revenue opportunities that reduce administration and risk.

SONSORS ARTNERS

EVENTS

CONTENT I

EERSI

SUCCESS CRITERIA Increase overall revenue by 60%.

24 VALUES VALUESVISION & MISSIONVISION & MISSION AIMS AIMS SUCCESS SUCCESS

: BY END OF: Q4 2017 ADHEREBY FULL ENDY OFTO Q4 2017 ADHERE FULLY TO THE UK SPORTS GOVERNANCETHE CODE.UK SPORTS GOVERNANCE CODE. Adhere to the highest standarAdhereds to of the operational highest standar ds of operational GOVERNANCE GOVERNANCE INTERNATIONAL RECOGNITIONINTERNA AS ATIONAL RECOGNITION AS A CONNECTING CONNECTING governance. governance. LEADING SQUASH FEDERATION.LEADING SQUASH FEDERATION.

We will support and grow the We will support and grow the PARTNERS RECOGNISE THEPA BENEFITSRTNERS RECOGNISEOF THE BENEFITS OF game to encourage and engage game to encourage and engage OUR APPROACH. OUR APPROACH. with everyone; irrespective of with everyone; irrespective of social background, ethnicity, social background, ethnicity, ability or gender. ability or gender.

We will focus on understanding We will focus on understanding our players, our partners and our players, our partners and IMPLEMENT NEW MEMBERSHIPIMPLEMENT SCHEME NEW MEMBERSHIP SCHEME everyone associated with squash everyone associated with squash BY Q4 2017 BY Q4 2017 by communicating effectively; in by communicating effectively; in Provide a membership andProvide affiliation a membership model and affiliation model what we say, how we say it and what we say, how we say it and ENHANCED TECHNOLOGY PLAENHANCEDTFORM TECHNOLOGY PLATFORM how we listen. We will lead the how we listen. We will lead the that caters to and providesthat benefitscaters to for and provides benefits forAV AILABLE BY Q3 2018 AVAILABLE BY Q3 2018 game forward with pride whilst game forward with pride whilst MEMBERSHIP MEMBERSHIPanyone interested in playing,anyone coaching interested and in playing, coaching and staying humble in what we say staying humble in what we say promoting squash. promoting squash. INCREASE MEMBERSHIP LEVELSINCREASE BY 100% MEMBERSHIP LEVELS BY 100% and do; looking after each other and do; lookingTo after make each other squash To make squash BY Q4 2021 BY Q4 2021 so we can look after others. so we can look after others. the #1 racket sport the #1 racket sport INCREASE THE NUMBER OFINCREASE COACH THE NUMBER OF COACH DRIVING DRIVING MEMBERS BY 30% BY Q4 2021MEMBERS BY 30% BY Q4 2021

We will always seek to inspire and We will always seek into inspire England. and in England. be inspired by the game whilst be inspired by the game whilst ensuring that we focus all our ensuring that we focus all our efforts in delivering our current efforts in delivering our current strategy. strategy. To create a thriving squashTo cr eate a thriving squash INCREASE IN PEOPLE PLAYINGINCREASE IN PEOPLE PLAYING SQUASH AND MEMBER NUMBERSSQUASH VIA AND MEMBER NUMBERS VIA We will be champions for squash We will be championscommunity for squash by r edefiningcommunity by redefining Enable and support keyEnable partners and to support be at the key partners to be LEISUREat the PROVIDERS LEISURE PROVIDERS and for our organisation whilst and for our organisation whilst PROGRAMMES PROGRAMMESforefront of adult and juniorforefr playeront of radultecruitment and junior player recruitment maintaining our self awareness to maintaining ourand self awareness enhancing to the and enhancing the and retention. and retention. HIGHER EDUCATION AND OURHIGHER CLUB EDUCA TION AND OUR CLUB stay on top of our game. stay on top of our game. NETWORK NETWORK squash experience for squash experience for We will stay grounded with We will stay grounded with BENEFITS OF THE FORUMS BENEFITS OF THE FORUMS humour and aspirational without humour and aspirationalplayers, without coaches, players, coaches, ACKNOWLEDGED BY PARTNERSACKNOWLEDGED BY PARTNERS limit; using our head and heart. limit; using our head and heart. officials and volunteers,of ficials and volunteers, ADVENTUROUS ADVENTUROUS THAT enables us to THAT enables us to We will constantly push ourselves We will constantly push ourselves to provide creative solutions to ourto provide creativesustain solutions the to our sport, sustain the sport, ENSURE OUR TEAMS ACHIEVEENSURE SUCCESS OUR TEAMS ACHIEVE SUCCESS challenges - building on all challenges - building on all Provide a support & developmentProvide a support programme & development programmeAND MEDAL IN WORLD, EUROPEANAND MEDAL AND IN WORLD, EUROPEAN AND available insight. available insight.maximise revenue maximise revenueTALENT & HIGH TALENT & thatHIGH identifies, developsthat and identifies, delivers world develops and delivers worldCOMMONWEAL TH COMPETITIONSCOMMONWEAL AT TH COMPETITIONS AT JUNIOR AND SENIOR LEVELSJUNIOR AND SENIOR LEVELS We will celebrate and respect our We will celebratepotential and respect and our develop potential and developPERFORMANCE PERFORMANCEleading individuals and leadingteams. individuals and teams. games’ rich heritage but never games’ rich heritage but never allow that to compromise our allow that to compromiseworld leading our teams world leading teams delivery of squash to new delivery of squash to new audiences and players. audiences and players.and individuals. and individuals. We will always challenge We will always challenge ourselves and others in the ourselves and others in the interests of the game. interests of the game. Creating a diversified andCr eatingeffective a diversified revenue and effective revenue COMMERCIAL COMMERCIALmodel that minimises riskmodel and thatreduces minimises risk and reduces INCREASE OVERALL REVENUEINCREASE BY 60% OVERALL REVENUE BY 60% dependency on funding.dependency on funding.

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VALUES VALUESVISION VISION PILLARS PILLARS AIMS AIMS KPIs KPIs

: • Implement: Club Locker •Part Implement One Club Locker Part One COMMERCIAL: COMMERCIAL: TECHNOLOGY TECHNOLOGY Creating a diversified revenueCreating a diversified revenue • Build content delivery capability• Build content delivery capability model that increases income,model that increases income, • Implement Coaches’ Club• Implement Coaches’ Club CONNECTING CONNECTING • Implement ‘club-locker’ functionality• Implement ‘club-locker’ functionality Phase 1 Phase 1 minimises risk and reducesminimises risk and r•educes Develop and deliver a full suite• of educationalDevelop and and deliver technical a full suitecontent of educational and technical content We will support and grow the We will support and grow the dependency on Sport Englanddependency on Sport• EnglandUse technology to gain direct• insightsUse andtechnology create ato ‘real gain time’ direct feedback insights and create a ‘real time’ feedback model model game to encourage and engage game to encourage and engage Funding. Funding. with everyone; irrespective of with everyone; irrespective of social background, ethnicity, social background, ethnicity, ability or gender. ability or gender.

We will focus on understanding We will focus on understanding our players, our partners and our players, our partners and everyone associated with squash everyone associated with squash COMMERCIAL COMMERCIAL • Create License Model for• allCreate License Model for all by communicating effectively; in by communicating effectively; in PARTNERSHIPS ANDPA RTNERSHIPS AND what we say, how we say it and what we say, how we say it and PROGRAMMES: PROGRAMMES: appropriate Events appropriate Events how we listen. We will lead the how we listen. We will lead the • Secure Membership Partners• Secure in all Membership Partners in all • Implement a commercial strategy• toImplement develop thea commercial long-term strategy to develop the long-term game forward with pride whilst game forward with pride whilst Enabling and supportingEnabling key and supporting key membership plan membership plan key categories key categories staying humble in what we say staying humble in what we say partners to be at the forpartnersefront of to be at the• forCreate,efront implement of and promote• a Create,license modelimplement for all and products, promote a license model for •all products,Create License Model for• allCreate License Model for all and do; looking after each other and do; looking after each other adult and junior player adult and junior player programmes and events programmes and events so we can look after others. so we can look after others. Discovery & Learning ContentDiscovery & Learning Content recruitment and retentionrecruitment. and retention• Develop. international rights programme• Develop through international the creation rights of programme new through the creation of new events and programmes events and programmes DRIVING DRIVING

We will always seek to inspire and We will always seek to inspire and be inspired by the game whilst be inspired by Englandthe game whilst Squash England Squash ensuring that we focus all our ensuring that we focus all our efforts in delivering our current efforts in delivering our current strategy. strategy. is the nation’s numberis the nation’TALENTs number & HIGH TALENT & HIGH NATIONAL GAME MANAGEMENNATIONALT GAME MANAGEMENT • Embed work of National •Forum Embed to work of National Forum to We will be champions for squash We will beone champions membership for squash sportone membershipPERFORMANCE: sport PERFORMANCE: create a thriving partnershipcreate a thriving partnership and for our organisation whilst and for our organisation whilst Providing a Support & Providing a Support & • Support regional & national forum• Supportstructures regional & national forum structures • Award Foundation money• toAward deliver Foundation money to deliver maintaining our self awareness to maintaining our self awareness to and most successfuland mostDevelopment successful pr ogrammeDevelopment that programme• Implement that facility provider engagement• Implement programme facility provider engagement programme viable local projects viable local projects stay on top of our game. stay on top of our game. identifies, develops andidentifies, delivers develops• and Deliver delivers transition to localised• ownership Deliver of transition regional toand localised ownership of regional and county events county events We will stay grounded with We will stay groundedsporting with team. sportingworld team. leading individualsworld and leading individuals and • Maintain relationships with key• strategicMaintain partnerships relationships with key strategic partnerships humour and aspirational without humour and aspirational without teams. teams. limit; using our head and heart. limit; using our head and heart.

ADVENTUROUS ADVENTUROUS We will constantly push ourselves We will constantly push ourselves MEMBERSHIP: MEMBERSHIP: to provide creative solutions to ourto provide creative solutions to our • Create phase one content• suiteCreate for phaseall one content suite for all Providing a membershipPr modeloviding a membershipDISCOVERY model & LEARNINGDISCOVERY & LEARNING challenges - building on all challenges - building on all levels of playing and coachinglevels of playing and coaching available insight. available insight. that caters to and providesthat caters to and provides benefits for anyone interbenefitsested in for anyone• interEnhanceested coach in development• programme Enhance coach development programme We will celebrate and respect our We will celebrate and respect our • Implement use of elite coaches• andImplement players to use enhance of elite and coaches promote and players to enhance and promote games’ rich heritage but never games’ rich heritage but never playing or coaching squash,playing or coaching squash,ES products and programmes ES products and programmes allow that to compromise our allow that to compromise our irrespective of their presentirrespective of their present delivery of squash to new delivery of squash to new audiences and players. audiences and players. ability. ability.

We will always challenge We will always challenge ourselves and others in the ourselves and others in the interests of the game. interests of the game. GOVERNANCE: GOVERNANCE: PERFORMANCE PERFORMANCE • Restructure talent pathway• Restructure talent pathway Adhering to the highestAdhering to the highest • World team champion finalists• World team champion finalists standards of governance;standar ds of governance; • Aggregate U23 rankings• in AggregateWorld U23 rankings in World financial, operational financial, operational• Continue to provide a support• andContinue development to provide programme a support that and development programme top that 3 top 3 delivers world leading individuals anddelivers teams. world leading individuals and teams. and cultural. and cultural. • Medalists at world junior• teams Medalists at world junior teams National Squash Centre Rowsley Street Manchester M11 3FF [email protected] T: 0161 231 4499

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