Loughborough University to help shape the future of higher education sport

Loughborough University has kicked off 2016 by embarking on a Sport England funded project looking at how sports participation can be increased.

Working with Loughborough Students’ Union and academics within the School Sport Exercise & Health Sciences (SSEHS) and the School of Business and Economics (SBE), the project will utilise behaviour change techniques and campaigns that can be tested at Loughborough and applied across higher education sport.

The innovative data insight project will capture student’s sport participation via a range of techniques, primarily through the use of student swipe cards, and aims to capture all sport and physical activity across the entire student body.

The data generated will be used alongside other non-sport data to develop greater insights into individual student activities. This in depth insight will allow the university to market and promote opportunities at an individual level, with a view to helping achieve its ambitious participation target of having 75% of its students playing sport three times a week.

Tim Garfield, director of sports development, said: “This is an important project for a University that wants to be world leading in all aspects off HE sport. The insights it will provide us will enable us to better target and tailor our sporting offer to ensure it meets the needs and aspirations of every individual student.”

Andy Parsons, director of Loughborough Students’ Union, added: “Being able to understand, communicate with and motivate our students is at the heart of everything we do.

“This project will help us build on our fascinating, experimental work segmenting our students based on their needs, attitudes and aspirations. Our collaboration with the Loughborough University Sports Development Centre on this project provides a unique and meaningful laboratory for work that has potential application far beyond both Loughborough and sport.”