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Badminton England Strategy 2017-2025

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So many great things have happened across English badminton in recent years.

Marcus Ellis and Chris Langridge created history at the Rio 2016 Olympic Games when they won Great Britain’s first ever Men’s Doubles Medal, Chris and Gabby Adcock won the World Superseries Finals Mixed Doubles title in 2015, badminton secured its position as the nation’s most popular racket sport with almost 1m people playing every month, year on year the Yonex All England just got bigger and better with record breaking crowds attending the 107th Championships, we successfully bid for the Yonex All England to be recognised among the top 3 ‘majors’ of world badminton, our member and fan base grew to more than 150,000 people, we welcomed new commercial and broadcast partners to the organisation and we have experienced massive growth in digital engagement across the various platforms.

Just some of the amazing achievements that provide the platform to deliver even greater growth and success for English badminton. Discover Badminton is a clear statement of intent to do just that.

The development of the strategy involved more than 50 consultation days spanning the length and breadth of the country involving many County Badminton Associations, clubs, leagues, coaches and members. The message we heard was very clear; more badminton in schools, more support to clubs, more people playing and competing, more volunteers and increased help to the current volunteer workforce and more coaches when they are needed. We listened and we understood and the ‘asks’ of us are embedded into Discover Badminton.

Discover Badminton is also a welcoming statement to anyone who wants to take part in our great sport. Whether you want to play, coach, volunteer, officiate or spectate, the doors of English badminton are wide open and through badminton, we will continue to play our part in getting our nation active.

The strategy also recognises the changing funding landscape around British sport and it is imperative that National Governing Bodies can demonstrate greater financial resilience and become less reliant on Government funding.

Discover Badminton is a strategy for badminton and we look forward to coming together with you to achieve further growth and success in the future.

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DISCOVER BADMINTON 2017-2025

  • badmintonengland.co.uk
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OUR PURPOSE

To lead the growth and success of badminton in England

OUR VALUES

  • FOCUS
  • AMBITION

Pursuing goals with clarity, drive and determination
Striving to attain excellent with motivation and passion

  • COURAGE
  • TEAMWORK

Having the confidence to evolve by making the right decisions for the right reasons
Understanding and respecting each others’ roles and being a supportive unified team

OUR VISION

To be one of the nation’s most popular sports and consistently win medals at World, Olympic and Paralympic level

OUR OBJECTIVES & STRATEGY

More people taking part in badminton
Win World, Olympic
& Paralympic
Medals
Build financial resilience and be a well governed organisation

Grow grass roots badminton
A system that identifies and develops player potential
Greater financial independence & sustainability

A system that delivers consistent World Class performances
Demonstrate compliance with the UK Governance Code

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DISCOVER BADMINTON 2017-2025

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OUR OBJECTIVES

MORE PEOPLE TAKING PART IN BADMINTON

OUR STRATEGY

GROW GRASS ROOTS BADMINTON

• More young people playing badminton
• Increase the number of people joining clubs
• Increase the number of players competing
• Build capacity and capability - volunteers, clubs, officials, coaches and facilities

OUR GOALS

BY 2018

BY 2021

BY 2025

17,500 under 11s played badminton
13,750 under 11s have joined clubs
21,500 under 11s have joined clubs

67,500 12-16s played badminton
3,650 12-16 year olds have joined clubs
5,000 12-16 year olds have joined clubs

Our Core Market has been maintained at 387,150 players
Our Core Market has increased to 400,000 players
Our Core Market has increased to 420,000 players

40,000 players competing in all competitions
8,000 competition players tracked
10,000 competition players tracked

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DISCOVER BADMINTON 2017-2025

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OUR OBJECTIVES

WIN WORLD, OLYMPIC & PARALYMPIC MEDALS

OUR STRATEGY

A SYSTEM THAT IDENTIFIES AND DEVELOPS PLAYER POTENTIAL

• Identify players from within the England Performance pathway who will receive increased support in line with the process of staged integration to the NBC
• Invest in coaches with the capability to develop medal winning players
• Introduce the performance profiling tool
• Sign MoU’s with Universities who can support innovation and research

OUR GOALS

BY 2018

BY 2021

BY 2025

1 x individual medal at the U19 European Junior Championships
Number 1 European
2 x medal + 2 quarter-finals

at U19 European Junior Championships
Team at the 2024 World Junior Championships (individual performances)
1 x quarter-final at World

Junior Championships

2-4 medals at the U17 European Junior Championships
To demonstrate through medal winning performances at European Junior Championships that we are consistently the highest medal winning Nation.
1 x individual medal at the U15 European Junior Championships

1 x individual medal at the U15 European Junior Championships

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DISCOVER BADMINTON 2017-2025

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OUR OBJECTIVES

WIN WORLD, OLYMPIC & PARALYMPIC MEDALS

OUR STRATEGY

A SYSTEM THAT DELIVERS CONSISTENT WORLD CLASS PERFORMANCES

Achieve performance success at:
• European Individual Championships • Olympic Games • World Individual Championships • Commonwealth Games
• World Para-badminton Championships • Paralympic Games

OUR GOALS

BY 2018

BY 2021

BY 2025

1 x top 8 - 1 medal at World Championships
Win a minimum of 1 medal at the Olympic Games
Win a minimum of 1 medal at the Olympic Games

Win 6 medals (semi final) or better Superseries wins
Win 12 medals (semi final) or better Superseries wins
Win 16 medals (semi final) or better Superseries wins

A minimum of 50% win loss ratios against Top 8 in the world for 2 pairings
A minimum of 50% win loss ratios against Top 4 in the world for 1 pairings
A minimum of 60% win loss ratios against Top 4 in the world for 1 pairings

A minimum of 60% win loss ratio against Top 8 in the world for 2 pairings
A minimum of 65% win loss ratio against Top 8 in the world for 2 pairings

Qualify a minimum of 1 x pair for the Superseries Finals
Qualify a minimum of 2 x pair for the Superseries Finals
Qualify a minimum of 2 x pair for the Superseries Finals

1 x pair reaching top 8 in the world
1 x pair reaching top 4 in the world 1 pair reaching top 8 in the world
1-2 x pairs reaching top 4 in the world

8-14 medals at the Para Badminton World Championships
Medal at the Paralympic Games
Medal at the Paralympic Games

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DISCOVER BADMINTON 2017-2025

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OUR OBJECTIVES

BUILD FINANCIAL RESILIENCE AND BE A WELL GOVERNED ORGANISATION

OUR STRATEGY

GREATER FINANCIAL INDEPENDENCE AND SUSTAINABILITY

  • • Implement an overarching
  • • Use robust data and insight to

assess value and impact and to support investment decisions commercial strategy to generate increased revenue to confidently plan and invest in strategic priorities
• Increase the number of people

  • joining clubs
  • • Implement a programme of digital

transformation to grow an engaged, personalised and increasingly satisfied customer base
• Increase the number of people attending major events

• Reduce the churn of members and ticket purchasers

OUR GOALS

BY 2018

BY 2021

BY 2025

Self generated revenue has grown to £4m
Self generated revenue has grown to £4.7m
Self generated revenue has grown to £5m

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DISCOVER BADMINTON 2017-2025

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OUR OBJECTIVES

BUILD FINANCIAL RESILIENCE AND BE A WELL GOVERNED ORGANISATION

OUR STRATEGY

DEMONSTRATE COMPLIANCE WITH THE UK GOVERNANCE CODE

• Demonstrate compliance with the UK Governance Code
• Deliver an action plan focused on achieving a diverse and representative governance structure
• Reform relevant Articles

• Deliver an action plan demonstrating Badminton England is a fit for purpose organisation

OUR GOALS

BY 2018

BY 2021

BY 2025

Proposals to amend the Articles of Association are approved by the AGM
Badminton England is fully compliant with the UK Governance Code
Badminton England is fully compliant with the UK Governance Code

A diversity action plan is approved

An action plan to demonstrate compliance is approved

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DISCOVER BADMINTON 2017-2025

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National Badminton Centre Milton Keynes, MK8 9LA

E: [email protected] T: 01908 268400

www.badmintonengland.co.uk

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