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.
2 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 3 OUR PURPOSE To lead the growth and success of badminton in England
OUR VALUES FOCUS AMBITION
Pursuing goals with clarity, drive Striving to attain excellent with and determination motivation and passion
COURAGE TEAMWORK
Having the confidence to evolve Understanding and respecting each by making the right decisions for others’ roles and being a supportive the right reasons 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 Win World, Build financial taking part in Olympic resilience and be badminton & Paralympic a well governed Medals organisation
Grow grass roots A system that Greater financial badminton identifies and develops independence & player potential sustainability A system that delivers Demonstrate consistent World Class compliance with the performances UK Governance Code
4 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 5 OUR OBJECTIVES MORE PEOPLE TAKING PART IN BADMINTON
OUR STRATEGY GROW GRASS ROOTS BADMINTON • More young people playing • Increase the number of people badminton joining clubs • Increase the number of • Build capacity and capability - players competing volunteers, clubs, officials, coaches and facilities
OUR GOALS BY 2018 BY 2021 BY 2025
17,500 under 11s played 13,750 under 11s have 21,500 under 11s have badminton joined clubs joined clubs
67,500 12-16s played 3,650 12-16 year olds 5,000 12-16 year olds badminton have joined clubs have joined clubs
Our Core Market has Our Core Market has Our Core Market has been maintained at increased to 400,000 increased to 420,000 387,150 players players players
40,000 players competing 8,000 competition 10,000 competition in all competitions players tracked players tracked
6 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 7 OUR OBJECTIVES WIN WORLD, OLYMPIC & PARALYMPIC MEDALS
OUR STRATEGY A SYSTEM THAT IDENTIFIES AND DEVELOPS PLAYER POTENTIAL • Identify players from within the • Invest in coaches with the capability England Performance pathway to develop medal winning players who will receive increased support • Introduce the performance in line with the process of staged profiling tool integration to the NBC • Sign MoU’s with Universities who can support innovation and research
OUR GOALS BY 2018 BY 2021 BY 2025
1 x individual medal at 2 x medal + 2 quarter-finals Number 1 European the U19 European Junior at U19 European Junior Team at the 2024 World Championships Championships Junior Championships (individual performances) 1 x quarter-final at World Junior Championships
2-4 medals at the 1 x individual medal at To demonstrate through U17 European Junior the U15 European Junior medal winning performances Championships Championships at European Junior Championships that we are consistently the highest medal winning Nation.
1 x individual medal at the U15 European Junior Championships
8 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 9
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 • World Para-badminton Championships • Commonwealth Games • Paralympic Games
OUR GOALS BY 2018 BY 2021 BY 2025 1 x top 8 - 1 medal at Win a minimum of 1 medal Win a minimum of 1 medal World Championships at the Olympic Games at the Olympic Games Win 6 medals (semi final) Win 12 medals (semi final) Win 16 medals (semi final) or better Superseries wins or better Superseries wins or better Superseries wins A minimum of 50% win A minimum of 50% win A minimum of 60% win loss ratios against Top 8 in loss ratios against Top 4 loss ratios against Top 4 in the world for 2 pairings in the world for 1 pairings the world for 1 pairings A minimum of 60% win A minimum of 65% win loss ratio against Top 8 in loss ratio against Top 8 in the world for 2 pairings the world for 2 pairings Qualify a minimum Qualify a minimum Qualify a minimum of 1 x pair for the of 2 x pair for the of 2 x pair for the Superseries Finals Superseries Finals Superseries Finals 1 x pair reaching top 8 1 x pair reaching top 4 1-2 x pairs reaching top in the world in the world 1 pair reaching 4 in the world top 8 in the world 8-14 medals at the Medal at the Medal at the Para Badminton World Paralympic Games Paralympic Games Championships
10 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 11 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 commercial strategy to generate assess value and impact and to increased revenue to confidently support investment decisions plan and invest in strategic priorities • Increase the number of people • Implement a programme of digital joining clubs transformation to grow an engaged, • Increase the number of people personalised and increasingly attending major events satisfied customer base • Reduce the churn of members and ticket purchasers
OUR GOALS BY 2018 BY 2021 BY 2025
Self generated revenue Self generated revenue Self generated revenue has grown to £4m has grown to £4.7m has grown to £5m
12 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 13 OUR OBJECTIVES BUILD FINANCIAL RESILIENCE AND BE A WELL GOVERNED ORGANISATION
OUR STRATEGY DEMONSTRATE COMPLIANCE WITH THE UK GOVERNANCE CODE • Demonstrate compliance with • Deliver an action plan focused the UK Governance Code 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 Badminton England is fully Badminton England is fully Articles of Association are compliant with the UK compliant with the UK approved by the AGM Governance Code Governance Code
A diversity action plan is approved
An action plan to demonstrate compliance is approved
14 DISCOVER BADMINTON 2017-2025 badmintonengland.co.uk 15 National Badminton Centre Milton Keynes, MK8 9LA
T: 01908 268400 www.badmintonengland.co.uk