The Outdoor Industries Association (OIA) has received a lottery award to fund extensive research into the outdoor physical activity market, helping the outdoor industry to discover how to both retain, and attract new participants to outdoor activity.
The OIA will work in collaboration with Sport England to sync existing research with current activity in order to provide a detailed analysis of the sector. The project will be split into several phases, the first of which is to be completed by January 2015. This phase will focus on identifying gaps in the market, and noting opportunities for expansion.
Commenting on how the collaboration will benefit the outdoor sport industry, Sport England’s Director of Insight, Lisa O’Keefe said: “Our partnership with the OIA will give Sport England and the outdoor sector greater scope to make improvements in the levels of participation for regular outdoor sport and activity. By partnering with the OIA and bringing together partners, we can start to share insight, develop networks and explore partnerships in order to increase participation.”