Sport And Physical Activity Physical Education Essay

Published Date: 23 Mar 2015

1. INTRODUCTION

Sport and physical activity are powerful tools and by engaging all sections of the community, they can help to break down barriers, bring people together to share positive experiences and gain a greater understanding of each other's lives.

Sport can enrich people's quality of life, by improving health and well-being. It can help raise self-esteem and confidence and provide enjoyment, which in turn builds stronger, safer communities, strengthens the economy and helps to develop the skills of local people.

Sportercise is a multi-faceted company, recently developed in the Liverpool area. This company has developed a programme of initiatives to overcome barriers restricting participation in sport and physical activity amongst young people in the community. The government modernising agenda continues to have an impact on the services delivered. The Recreation Best Value Review, the Customer Focus Initiative, Public, Private, Partnership, the Local Performance Service Agreement (LPSA), the Investors in People Programme and more recently legislation from The Children ACT 2004 sets out new statutory duties and accountabilities for children's services on local government and other service providers. This is supported by a new national framework for children and young people set out in Every Child Matters and summarised in the table below.

The fundamental aspect of the Every Child Matters national framework is that services are built around the needs of young people. The framework is based on five key outcomes that children say are important to their well - being now and in later life i.e. being healthy, staying safe, enjoying and achieving, making a positive contribution and achieving economic well - being.

Research evidence demonstrates the contribution that sport and physical activity can make in meeting the Every Child Matters agenda nationally.

Framework outcomes:

➤Being healthy

Sport reduces the risk of illness and ill health for young people can help to prevent or tackle obesity and contributes to maintaining a healthy lifestyle.

➤Staying safe

Sport can promote community cohesion and decrease the likelihood of young people being the victims of youth crime or anti-social behaviour, bullying or discrimination. It can also help to reduce some accidents among young people.

➤Enjoying and achieving

Sport assists young people to learn and attain educational standards, contributes to their personal and social development and to their enjoyment of leisure time.

➤Making a positive contribution

Sport engages young people in community activity, reduces the likelihood of them being involved in youth crime or anti-social behaviour; develops their self confidence and encourages positive behaviour and relationships.

➤Achieving economic well being

Sport helps young people to become economically active through providing training and employment opportunities both directly and indirectly

In partnership with relevant agencies, the local and regional sporting community, public, private and voluntary sector organisations in Merseyside for example; Liverpool Youth Service, Liverpool Youth Offending Team, Liverpool Local Education Authority and Local sports clubs. Sportercise will continue to develop a wide range of recreational, health, and sporting opportunities throughout the area.

The Government's Policy Action Team 10 Report of the Social Exclusion Unit's work, recognises the part sport can play in economic regeneration and the promotion of community spirit. The report shows how sport can not only make a valuable contribution to delivering key outcomes of lower long-term employment, less crime, better health and better qualifications. It demonstrates how sport can develop individual pride, community spirit and the capacity to enable communities to implement regeneration programmes for themselves and is a strong endorsement of the policies and activities, which Sportercise has developed in Liverpool.

Investment in sport "is not just a sports policy. It's a health policy, an education policy, an anti crime policy, and an anti - drugs policy" (Rt Hon Tony Blair, Prime Minister, September 2000).

Sportercise is committed to ensuring equality of access for all members of the community. This will be achieved through liaison with relevant target groups to tackle issues of social exclusion, gun and knife culture, barriers to participation and the development of sport, recreation / health and physical activity within the community.

1.1 Mission Statement

The Sportercise Team are committed to developing diverse and high quality programme of sports and physical activity for all people of Liverpool. Sportercise aims to promote a positive sporting and educational environment in order for young people and the community to enjoy a healthy lifestyle, raising awareness of nutrition, healthy eating, education and participation in sport.

1.2 Key Aims and objectives

Sportercise will provide sporting, physical activity and health related opportunities for children, young people and families who wish to participate in sport more frequently, with special consideration given to the sedentary population and people with disabilities.

Sportercise will continue the development of the physical activity programme through their work and the implementation of the following:

Organised sports and physical activities, competitions and events

Curriculum/after school initiatives/breakfast clubs

Holiday schemes/weekend schemes/sporting camps

Taster sessions for all ages and abilities

Training, leadership and coaching opportunities for teachers, youth workers, clubs, parents and volunteers interested in supporting the work of the project

Specialised assistance for people with disabilities to increase participation in sport

To work with the proposed Sub Regional Sports & Physical Activity Partnerships to implement an agreed programme of sporting/health related opportunities across Liverpool.

Improve pathways and exit routes for talented young people to fulfil their full potential

To provide an in depth mentoring programme for school children, looked after children and youth clubs.

initiative so that the whole family can participate in sport and physical activity (dads & lads, to create an active families, mums & daughters)

To organise and run sports days in Primary Schools that encourages the whole family.

To offer the local school children an opportunity to access and experience alternative activities during the school holidays through local play schemes. Thus allowing those individuals excluded from sport the opportunity to access activities, arts and crafts and alternative forms of exercise.

To provide accredited awards for individuals to work towards, such as the sports leaders awards and NGB qualifications.

The objectives of the programme being to:

Reduce childhood obesity and promote a culture of physical activity

Reduce the risk of anti social behaviour

Reduce the risk of bullying and violence

Improve self confidence and self esteem

Improve self image

Tackle barriers that prevents young people from taking part in physical activity

Have fun

Make friends and integrate with someone from different cultures and race

Learn new skills and try something completely new

2. THE STRATEGIC FRAMEWORK

A strategic management framework for the Cultural, Tourism and Sport Department has been developed and adopted by Sportercise to ensure that the organisation contributes to Merseyside Sport Vision, values and priorities. It is this process by which continuous improvement within the service will be monitored and reviewed. The Merseyside Sports partnership works with the 5 main community sports networks of Wirral, Halton, Sefton, Knowsley, St Helen's and Liverpool The main priorities of this sports partnership are to:

Increase the number of people participating in sport

Widen access to opportunities for sport and active recreation

Bring together and align partners; existing priorities and targets within one joined up local action plan for active recreation in the community sports network, based on the needs of the local community.

Over the next 4 years Sportercise aims to promote sport and physical activity across Merseyside, providing numerous opportunities for all people to have access to a variety of sporting activities, regardless of ability.

Sportercise - 4 Year Plan

Year 1 - Focus on South Liverpool, whilst making links with other areas

Year 2 - Focus on South Liverpool and Central Liverpool, whilst making links with other areas

Year 3 - Focus on South Liverpool, Central Liverpool and North Liverpool whilst making links with other areas

Year 4 - Focus on the whole of Merseyside

This vision relates heavily towards Liverpool City Council's overall vision and values (where this project will initially be set up). Liverpool City Council's Vision and Values have been developed to guide the organisation and the service delivery it provides. The Council aspires to 'create a district where everyone values the importance of being physically active and has the opportunity to be so'. This drives the Council's strategic plans and policies, including the Community Strategy, Local Cultural Strategy and departmental service plans. Supporting this vision the Council has developed, through consultation, six corporate priorities; which Sportercise aims to contribute towards, these are:

Building the Infrastructure and settings -

This is concerned with Increasing and improving the quality of accessible facilities and opportunities to participate in sport and physical activity across the Merseyside

Encouraging healthier lifestyle -

Looking to raise the awareness of the value of physical activity and sport, whilst also taking into consideration of the opportunities available to young people

Aim to promote a wider variety of activities and not necessarily the more traditional ones. Also developing a sport structure to help individuals change their attitudes and become more active.

Closing the Gap -

To address and remove the barriers which prevent people participating in sport, through increasing physical activity opportunities for minority ethnic groups and disadvantaged communities

Create an equal opportunity for everyone to enjoy and participate in sport and physical activity

Meeting the needs of children, young people and families -

Improve the quality time spent of families participating in sport and physical activity to encourage healthier lifestyles.

Develop the message that's 'its cool to be active' through the use of both traditional and non traditional activities,

Develop programmes specifically designed for those people at are obese or at risk of becoming obese, identify gifted and talented people and providing exit routes and performance pathways for them to compete at the highest level.

Increase the participation of older people to improve their health by the active families initiative.

Active Ageing -

Introduce initiatives to get older people more involved in physical activity whether this be through participation or mentoring younger people in a bid to get them to be more active.

Building Capacity -

Increase resources available for sport and physical activity through developing effective partnerships.

Develop a workforce within Merseyside who are experienced in the delivery of sport and physical activity that can help identify and nurture talent.

By Sportercise focusing on the same strategic aims and priorities as Merseyside and the Cultural, Tourism and Sport Department consistency in the approach to tackling these priorities will be achieved and will ensure that improvements occur in priority areas identified by local people. Other departmental plans that have been developed to achieve this goal include:

Sport & Physical Activity Strategy 2007 - 2012

Financial Management Strategy

Marketing Strategy

Recreation Best Value Review

Merseyside Plan for Sport

Community Strategy

Chart 1.The Strategic Framework

Community Strategy A multi-agency partnership approach to promoting the economic, environmental and social well being of the area, which is currently being developed. This local strategy will be delivered through Local Strategic Partnerships and Neighbourhood Partnerships

The Council's Vision, Values and Priorities

Government's Cross-Cutting Agenda

Social Inclusion

The involvement and inclusion in cultural activities of those most likely to be excluded and disadvantaged

Lifelong Learning

Supporting of all kinds of learning at any age

Regeneration

Improving social, economic and environmental wellbeing of an area

Sustainability

Managing services and facilities in an economical and environmentally sustainable way

e-Government

Establishing UK-wide Information Communications Technology (ICT) by 2005

Best Value

Programme to achieve continuous improvement of council services and ensure delivery in an efficient, effective and economic way

Departmental Performance Plan Sets

out how the Department will monitor the implementation of the action plan and key objectives by using a comprehensive Performance Management System

The Council's Best Value Performance Plan

A statutory document published annually to tell local people what the Council is trying to achieve on their behalf and how it is meeting the demands of Best Value. It reviews the Council's performance and suggested improvements

Local Cultural Strategy

An overarching strategy developed in partnership with the voluntary, private and public sectors to guide the development

of culture in the area

Physical Activity and Sport Strategy

2007 - 2012

Sportercise Business Plan

Chart 2. Links between Plans and Strategies

Sportercise

Business

Plan

Local Cultural Strategy

Departmental Plans

Sport, Parks and Recreation Service Plan

Recreation Best Value Review

Marketing Strategy

Information Strategy

Departmental Performance Plan

National and Regional Strategies

Mayor's Cultural Strategy

National Strategy for Neighbourhood Renewal

Regional Sports Plans

Sustainable Transport Strategy

Economic Development Strategy

Sport England

NHS Plan

National Framework for Sport

Merseyside plan for Sport

National Health Service

Frameworks for Coronary Disease and Older People

Council/ Cross-cutting Plans and Strategies

Community Strategy

Corporate Plan

/ Best Value Performance Plan

Customer Focus Initiative

Unitary Development Plan

Local Agenda 21

Crime and Disorder Strategy

Tourism Strategy

Community Safety Strategy

Youth Service Plan

Sports Strategy

Health Improvement Plan

Sport & Physical Activity Strategy

2.1 Links with other Plans and Strategies

The Sportercise Business Plan and associated Recreational Service documents do not exist in isolation, but links with other plans, strategies and initiatives both within the Council and externally with partner agencies. Linkages and working in partnership avoids duplication of resources and ensures that there is a joined up approach towards achieving related aims and objectives, examples of which can be seen in Chart 2.

Merseyside Plan for Sport

The Sportercise Business Plan is linked heavily to the Merseyside Plan for Sport, with Sportercise having the same ideas on sport, education and community progress. The Merseyside Plan for Sport was devised in accordance with the governments 'game plan' initiative, in order to raise participation rates in sport whilst also aiming to lower crime and improve community safety. The main targets of the Merseyside Plan for Sport are:

Increase participation rates in sport across Merseyside

Improve levels of sporting performance in young people

Widen access to participation in sport, allowing all people to have equal opportunities to participate

Improve the health and well being of people in Merseyside

Improve community safety by using sport as a way of reducing crime and anti social behaviour rates

Raise standards in education by working in partnerships with the local schools.

Using sport as a way of benefitting the economy

Merseyside Sport

The Sportercise Business Plan links directly to the Merseyside sports plan, which has been devised in order to increase participation levels, generate a wider access to sport and active recreation and also bring together and align partners to meet existing targets within the 5 main areas of Merseyside.

Liverpool City Council's Sports and Physical Activity Strategy 2007 - 2012

The Sports and Physical Activity Strategy 2007 - 2012 was developed in 2007. The strategy guides the development of sporting / physical activities and facilities in Liverpool and prioritises actions to achieve this. It also underpins bids to secure external funding, which will assist in developing and improving sports and physical activity provision within the area. It aims to develop opportunities for people to participate in sport through direct provision of quality services and in an enabling role with other agencies. Furthermore, it seeks to create equality of access to services through the location of facilities in local areas, considered programming of activities to encourage participation from groups previously excluded and that access issues for those with disabilities are considered for buildings.

Customer Focus Initiative (CFI)

The Council's commitment to developing the Customer Focus Initiative (a private Finance Initiative) will facilitate the development of ICT systems to provide much needed customer data. It seeks to harness the latest technology to provide increased connectivity between the Council systems and a single point of contact for its customers. It will affect all parts of the Council's service delivery and provide a more efficient and effective service to all Council customers. Through the CFI, many benefits of state of the art computer systems such as customer relationship management (CRM) will provide valuable data on customers, of the type the department needs to meet its strategic aims and improve its knowledge and exploitation of the customer base. By providing a corporate ICT infrastructure, systems will be rationalised, improving efficiency and simplifying service provision to customers. Through business transformation projects, identified as an area for improvement in the CFI Best Value Review, back and front office process will be linked and re-engineered to provide a more effective service to the public.

Working in Partnership

By adopting a partnership approach to service delivery, it is possible to ensure that the widest range of best quality services and opportunities are provided to the community. Sportercise will depend on a range of partners to develop and deliver its work such as:

Neighbourhood Partnership

Sport England

Sub Regional Partnerships

Sportslink

Primary Care Trust

Liverpool County FA

Liverpool Lifestyles

Liverpool Council Social Services

Liverpool Council Education Services

Liverpool Council Youth Services

Liverpool Youth Offending Team

Charitable Trusts

Private Sector Organisations

Voluntary sector

Local Housing Associations

The Police

The Fire Brigade

2.3 Consultation

Customer involvement will continue as work proceeds on key issues and recommendations. There is a commitment to creating a dialogue with the people of Liverpool to assess how well they think the service is performing and establishing what else needs to be considered. A consultation Audit of the Company will be conducted and a Communications Plan produced to address these issues. The mechanism by which continual dialogue with the public will be achieved is shown in Diagram One.

This will be measured through annual satisfaction surveys and through mystery shopping exercises. Sportercise understands that consultation exercises are valuable in relation to gaining specific feedback on the services being provided. Through monitoring of targets, this will provide a measure of the success of increasing participation from people in the traditionally hard to reach groups.

Sportercise is proactive in setting up a system to establish dialogue with customers to share information, concerns over aspects of service delivery and feedback on progress of projects or developments that will inform the Sportercise service planning process. Examples that will be used are:

Talkback forms

Sportslink

Sport & Physical Activity Forums

Local Neighbourhood partnership meetings (by ward)

Specialist focus groups to be set up for specific purposes

Staff conferences/meetings

Mystery Shopper Exercises

Steering Groups

Liverpool Schools Sports Partnership

School Sports Co - coordinator Steering Group

Disability forums

Diagram 1: The Consultation Process.

Consultation Process

Review service improvement priorities

Implement service improvement

Measure/ Evaluate outcome of service improvement

Further consultation

2.4 Training & Development

Training and developing staff is an ongoing process within Sportercise. All training is documented and kept in the member of staff's individual development and learning folder to comply with IIP and Quest accreditation. Other courses and training undertaken by staff include:

Health & Safety

Successful Staff Selection

Computer training

First Aid

Customer Care

Product knowledge

Governing Body Awards

3. STAFFING

Sportercise will employ two full time development officers, who are responsible for co-ordinating, adminstration and linking with relevant agencies to develop and promote the company. They will also deliver a diverse high quality programme of sport and physical activities to local schools, youth and community groups. The role of coaches is to act as enablers/facilitators within a wide range of sporting activities and in turn to implement the sports, competitions and events on behalf of the Council.

In addition to the full time development officers Sportercise will employ sessional coaches as and when needed.

However Sportercise's level of output is dependent on the human and financial resources available. The financial position is enhanced by the successful generation of funds and 'in kind' support from within the public, commercial, voluntary and charitable sector for specific initiatives.

4. PROGRAMMING

Sportercise will adopt an outreach approach with no dedicated facilities of its own. The work undertaken by the Sportercise Team plays an important role in the sports development network of Liverpool and should be enhanced by the recently established links with relevant agencies, local and regional organisations, Sports England and sports Governing Bodies, Sportercise will continue to develop a wide range of area wide sporting/recreational and health related opportunities. The Team will work tirelessly to overcome the barriers that restrict participation in sport/recreation and health activities amongst young people, women, minority ethnic groups and people with disabilities, providing a mentoring service and also working to promote the awareness of gun and knife culture and other issues through the use of issue based workshops.

Participation in sport therefore encompasses many benefits. These include:

Enjoyment, fun, relaxation

Social benefits from participation in group activities

Increased confidence/self esteem

Improves all round educational performance

Development of leadership and teamwork skills

Reduction in crime through sport as a diversionary activity

Opportunity to acquire physical skills, and for those who have the potential, develop to top levels of performance

General feel-good factor at an individual level and pride in performances of being in a team

Health benefit - healthy lifestyles

Minimising the risk of anti-social behaviour

Develops self discipline and self respect

Fulfilment of individual potential up to and including top-level performance

The development of interests in related sports

Employment opportunities in sport and the leisure industry

Contributes to regeneration strategies

Kudos to the area in the form of regional, national and international honours

4.1 Curriculum Programme

The programmes that are to be offered by the Sportercise team are very extensive and aim to provide opportunities to both the able bodied and the disabled. Those people with disabilities are a key target group in terms of sports development. It is important to consider this group at both the strategic and planning levels of development. Sport, leisure and physical activity play an important part in the lives of people with disabilities through building their self esteem, encouraging interaction and offering the physical benefits of improving mobility and general health.

The Disability Officer continues to extend Sportercise's work with this target group. The aim is that all people with disabilities should be able to participate in sport, recreation, leisure and health related activities in an environment that they choose, whether this is integrated or disability specific.

In June 1998, the Health Education Authority reported on disability and sport. They commented that people with disabilities.

Represent a significant and important proportion of the population

Are often less active and have lower than average fitness levels

Are at risk of developing health problems as a result of inactivity

Face social and environment barriers to participation

A survey undertaken by Health and Fentem in 1997 and the Governments White Paper on Health (November 2004) showed that levels of physical activity are lower for people with disabilities and confirmed the need to address the issue of under representation amongst this target group.

Sportercise will tackle these issues in partnership with many organisations who work with the disabled and also through an effective relationship with Liverpool City Council who assist the development of sport for people with disabilities across Merseyside. Sportercise aims to include the following disability programme:

Curriculum programmes in Special Schools

After school clubs

Weekend schemes

Holiday projects

Coach Education / training

Competitions and events

The planned curriculum programme to be offered will initially begin within the Liverpool area where there are 123 primary, 31 secondary schools, 2 Pupil Referral Units and 11 special schools. All these schools will be offered the opportunity to participate in the curriculum programme that provides specialist advice/support of the National Curriculum. The initiative incorporates six one-hour sessions in hockey, netball, basketball, athletics, Gymnastics, dance, swimming, rugby, cricket, tennis. These are delivered over a half term period by a qualified Governing Body coach. This programme will be developed in partnership with the Partnership Development Managers to ensure it details the work of the School Sports Coordinator initiative. When working with the disabled community we aim to provide a basic introduction to sport and health related activity which otherwise would not be available due to the limited expertise that exists particularly in primary school education. The programme includes all Special Schools who all receive six one-hour sessions over a half term period. Working with the School Sports Coordinators will provide support to PE Coordinators in the delivery of Physical Education.

Along with the sporting activities offered by Sportercise, we also offer a curriculum programme to schools based around developing well rounded young people in Liverpool. This alternative programme offers mentoring sessions with young people, aiming to work on issues such as self esteem, behaviour, anger management and anti bullying. All of these sessions will help the young people of Liverpool develop personally and socially, thereby contributing to making Liverpool a safer area to live in, whilst also reducing the rates of crime and anti social behaviour.

4.2 After School and Weekend Programmes

Sportercise will liaise with local agencies to ensure a co-ordinated approach is adopted. This is vital to ensure maximum use of resources. The after school and weekend programme provides participants with further opportunity to develop their knowledge and understanding of sport. The programme employs the expertise of local qualified sports coaching from clubs who act as ambassadors for their particular club. These clubs then offer the performance element within the sports development continuum for young people to continue their development. The young people will be encouraged to join sports clubs.

Where clubs are unable to offer the young people the chance for continued participation, Sportercise will link with relevant governing bodies and individuals in the community to address this issue and hopefully resolve it by creating a community team.

A priority of the programme is to attract non-participants to participate in sport outside of curriculum time and to experience the advantages and benefits of taking part in sport and physical activity. These initiatives provide positive experiences, reduce the possibility of young people becoming involved in criminal activities, address issues of social inclusion, life long learning and encourages the adoption of leading healthy and active lifestyles. The involvement of local sports clubs and the development of specific sports steering groups are an important ingredient for the long-term success of after school provision in Liverpool.

Along with the sporting activities offered by Sportercise, we also offer a curriculum programme to youth clubs and community groups based around developing well rounded young people in Liverpool. This alternative programme offers mentoring sessions with young people, which aim to work on issues such as anger management and anti bullying. All of these sessions will help the young people of Liverpool develop personally and socially, thereby contributing to making Liverpool a safer area to live in, whilst also reducing the rates of crime and anti social behaviour.

The implementation of this programme with disabled people continues to help children with learning disabilities improve their knowledge, confidence and ability in basketball, football, tennis, netball, rugby, multi sports activities and athletics. These skills will help provide progression to clubs, mainstream activities, entry into competitions run in the area, regionally and nationally

4.3 Holiday Initiatives

Comprehensive sports programmes are organised during all school holiday breaks for young people 5-16 years of age within public/private sector facilities. They incorporate structured sessions, competitions and taster sessions implemented by qualified instructors. All initiatives are competitively priced and actively encourage the integration of disabled people. The pricing policy positively promotes participation and ensures access to the majority instead of the minority. These initiatives support the national curriculum, after school and weekend programmes implemented in Liverpool for young people, including those with disabilities. The aim of these initiatives is to address issues of social inclusion, boredom and anti social behaviour previously carried out by the young people in the area.

Summer camps will also be on offer for the children in the local community, allowing them access to specialist coaching over a number of days. The pricing policy positively promotes participation and ensures access to the majority instead of the minority.

Play schemes are another major project that Sportercise aim to develop. These play schemes will offer the children an opportunity to experience alternative activities throughout the holidays. They will be available for everyone in the community however these are a way of allowing those not interested in sport to be stimulated. These play schemes will offer cultural activities, arts and crafts, alternative sports, trips out and educational based workshops looking at healthy lifestyles and nutrition.

During all holiday breaks Sportercise will implement a Recreation Activity Project for youngsters of varying disabilities between the ages of 8 - 18. The scheme operates to strict ratios of staff to participants of 1:6. The programme is delivered by experienced and qualified staff at suitable facilities within both the public /private sector. The project aims to develop the participants' awareness, knowledge and understanding to allow the more able to progress into mainstream activity.

4.4 Active Families

Sportercise aims to provide sport & physical activity sessions that all the family can get involved in. These sessions will eliminate the barriers that many families face regarding finding suitable childcare, covering childcare costs, time restraints (activities will take place after working hours &/or weekends).

4.5 Coach Education Programme

Sportercise have developed a coaching register of qualified people who support the work of the organisation. All staff will undergo a CRB check as specified within the Children's Act 1991 to confirm their suitability. These individuals are a valuable resource, which is vital to the future development of Sportercise and therefore requires continued investment and updating.

The Coach Education programme is paramount to the future success and expansion of the existing programme. Through liaising with Sports Governing Bodies, local clubs and relevant agencies, Sportercise will provide an on-going programme which incorporates Governing Body Award courses, Sports Coach UK courses, and leadership training.

Further considerations will be given to the training needs for coaches working with people with disabilities to make sure the organisation has access to the specialist staff required to deliver programmes. A programme of first aid, leadership, child protection and moving and handling training is to be organised for all staff.

4.6 Competition and Events

The development of events is viewed as important to ensure participants are provided with the opportunity to measure their personal development against external/internal groups/individuals.

The annual programme of events organised by Sportercise Team encourages close liaison with local clubs who provide the performance/excellence element within the sports development continuum. The level of development in programming is dependent on sponsorship from the private, public and voluntary sectors, which contribute financial and voluntary support. The significant support in terms of human resources is extremely difficult to quantify although it provides a major resource.

4.7 Development

Currently the work of Sportercise focuses on developing the following:

Play schemes - working to provide opportunities to the local community during holidays.

PPA cover in primary schools - providing sporting cover in primary schools and allowing children to have access to experienced and specialist coaching in a wide range of activities.

Brain Gym classes - working with the local primary schools during breakfast clubs to stimulate the children's minds ready for the day ahead.

Active Families - working to provide activities for the whole family.

Active Parks - using the outdoors to run fun and varied activities.

By forming partnerships with relevant agencies interested in developing sport in Liverpool, it increases the ability of Sportercise to broaden resources and implement a co-ordinated approach. This provides better co-ordination, no duplication, effective / efficient use of resources and a more comprehensive programme.

The introduction of further sports is dependent on additional funds being generated from the commercial sector, charitable organisations or increased contributions from the Council. The review of current partnerships and operations will have an impact on how the programmes are delivered in the future. This process will also be influenced by the Governments Modernisation Agenda, Best Value Reviews, Customer Focus Initiative and Sport / Health / Physical activity agenda.

In partnership with relevant agencies, the local and regional sporting community, public, private and voluntary sector.

Sportercise already boast strong links with:

Sefton Stars Basketball Club

Liverpool Basketball Club,

Liverpool County FA,

Everton In The Community

Liverpool Youth Service

The local primary schools

Schorefield Technology College

Local community centre and groups

Sportercise will continue to develop a wide range of area-wide sporting opportunities through these already established links and by developing others.

The Governments strategy documents ' Sporting Future for All ' and ' Game Plan ' clearly highlights the importance of co-ordinating sport between schools, clubs and other relevant organisations. Sportercise will be reviewing current operations to establish how best to ensure Active Schools and Active Communities fits into the overall picture in Liverpool whilst responding to all the external influences.

The continued development of the School Sports Coordinator initiative and Sub Regional Partnership will have significant influence on the way sport is delivered in the future. It offers the chance for organisations to pool resources, cut across current boundaries that exist within local authorities and provide an opportunity to share examples of good practice.

5. Short, Medium and Long Term Plans

Specific

Measurable

Achievable

Realistic

Time

Short Term

(12 Months)

Implement and Develop Sportercise in Liverpool

Gain contracts from 4 schools in the area

Initiate 4 holiday programmes

Gain 2 mentoring contracts

Implement weekend sessions for 2 sports

Gain office Space

Employ 4 full and 3 part time members of staff

Provides children and young people in Liverpool with the opportunity to experience a variety of sporting activities, Links to Liverpool City Councils vision for the development and implementation of sporting programmes

Office space will provide a base to work out of, allowing the company to become more organised and professional

Links to the regeneration of Liverpool through employing local people from the community

Specific

The success of Sportercise will be measured according to the contracts that are obtained from the schools and local community groups

Sportercise will be able to acquire office space based on the level of money generated, money generated has to be equivalent to the amount of the lease.

To employ coaching staff, specific contracts and hours need to be confirmed from schools and local community groups.

Measurable

Contracts to be achieved through a rigorous marketing strategy, leaflets, flyers and posters to be distributed to the local schools and within the community highlighting sports and Physical Activities available from Sportercise, complete with pricing details.

Office space to be obtained through the revenue that the coaching sessions will generate. Office space to be obtained on a lease contract

Staff will be employed from the income generated, with staff being selected from the local community

Achievable

Sportercise has already been approached by a Primary School to implement sports coaching.

Director of the company already has contacts in schools and currently runs basketball sessions for local schools

Weekend sessions already in progress through basketball sessions

Cheap and affordable office space available locally.

Already have a lot of links with coaches, some of which are currently doing freelance work.

Realistic

Achieve contracts in 4 schools within the first 3-6 months

Holiday programmes to be in progress within 12 months

Gain mentoring contracts in 3-6 months

5-1 ratio coaching sessions to be running in 3-6 months

Weekend sessions to be running within 3 months

Gain office space within a year

Employ all staff within 6 months.

Time

Medium term

(24 Months)

Implement and develop Sportercise throughout Merseyside

Gain contracts in 8 schools

Initiate 8 Holiday programmes

Gain 4 mentoring contracts

Implement weekend sessions in 3 sports

Employ more full time staff

Provide children and young people in Merseyside with the opportunity to experience a variety of sporting and physical activities,

Links to Liverpool City Councils visions for the development and implementation of sporting programmes

Links to the regeneration of Merseyside through employing local people in the community.

Specific

The success of Sportercise will be measured according to the contracts that are obtained from the schools and local community groups

Weekend sessions will be measured against the needs of the community, sessions will be implemented in accordance to what benefits the community

To employ coaching staff, specific contracts and hours need to be confirmed from schools and local community groups

Measurable

Contracts to be achieved through a rigorous marketing strategy, leaflets, presentations, flyers and posters to be distributed to the local schools and within the community highlighting sports and physical activities, complete with pricing details.

Contracts also to be achieved through reputation of the company, with recommendations being made by other schools

Staff will be employed from the income generated, with staff being selected from the local community

Achievable

Contracts can be obtained through reputation and recommendation. Many schools have regular meetings with each other to discuss activities and events being run and forward any information they may think is relevant.

Through school contacts, develop links with other sporting community groups to implement more weekend and holiday programmes

Other sporting coaches recommended by current employees.

Ensure all current coaches are fully trained in a variety of sporting activities. Allowing more activities to be delivered.

Realistic

Achieve contracts in 8 schools within 18 months

Holiday programmes to be in progress in 12 months

Gain mentoring contracts in 18 months

Weekend sessions to be running within 12 months

Employ all staff within 18 months

Time

Long Term

(48 Months)

Implement and develop Sportercise within Merseyside

Gain contracts in 16 schools

Initiate 11 Holiday programmes

Gain 8 mentoring contracts

Implement weekend sessions in 6 sports

Employ more full time staff

Provides children and young people in Merseyside with the opportunity to experience a variety of sporting and physical activities

Links to Liverpool City Council's vision for the development and implementation of sporting programmes

Links to the regeneration of Merseyside through employing local people in the community

The success of Sportercise will be measured according to the contracts that are obtained from the schools and local community groups

Weekend sessions will be measured against the needs of the community, sessions will be implemented in accordance to what benefits the community

To employ coaching staff, specific contracts and hours need to be confirmed from schools and local community groups

Contracts to be achieved through a rigorous marketing strategy, leaflets, flyers and posters to be distributed to the local schools and within the community highlighting sports and physical activities, complete with pricing details.

Contracts also to be achieved through reputation of the company, with recommendations being made by other schools

Staff will be employed from the income generated, with staff being selected from the local community

Contracts can be obtained through reputation and recommendation. Many schools have regular meetings with each other to discuss activities and events being run and forward any information they may think is relevant.

Through school contacts, develop links with other sporting community groups to implement more weekend and holiday programmes

Other sporting coaches recommended by current employees allows more specialist activities to be run

Ensure all current coaches are fully trained in a variety of sporting activities allowing more activities to be delivered

Achieve contracts in 16 schools within 36 months

Holiday programmes to be in progress 36 months

Gain mentoring contracts in 36 months

Weekend sessions to be running within 24 months

Employ all staff within 36 months

6. Strengths, Weaknesses, Opportunities and Threats

6.1 Strengths

The perceived strengths of Sportercise for developing sport and Physical Activities in Liverpool are:

Dedicated, enthusiastic, fully qualified and experienced staff

Accreditation of courses such as Duke of Edinburgh and Junior Sports Leaders

Effective internal / external partnerships (Liverpool Youth Service, Liverpool County FA, School Sports Partnerships, various community groups)

Good club/school links (Bradford Maroons Basketball and Football Clubs)

Excellent profile and reputation

Clear focus

Repeat customers

Flexibility of the Organisation

Voluntary sector support

Excellent local knowledge

Well positioned to respond to Community / Sport Development needs

Extensive 'in kind' support

Good variety of activities available

Good community links

Good knowledge of funding streams and successful applications bids

The strengths of Sportercise have evolved over the last 5 years through working with the Liverpool Active City and Merseyside Youth Association to deliver high quality sports programmes and courses within the community for disadvantaged, disabled and disengaged young people.

6.2 Weaknesses

The perceived weaknesses of Sportercise for developing sport and Physical Activities in Liverpool are:

Limited access to quality facilities

Limited number of qualified coaches

The continued need to secure external financial support

Lack of indoor sports provision

Limited human resources

Dependent on the voluntary sector

No dedicated facilities (however facilities are hired as and when we need them).

Limited marketing resources

Costs (initial capital)

The continued need of the organisation to secure the necessary finances to support core levels of funding combined with the absence of quality sports facilities results in the organisation relying heavily on the private and voluntary sector for their support. The increase in outputs has placed a major strain on the limited human resources available to Sportercise. It is therefore important to identify additional human / physical resources to tackle these issues by increasing the current network of partners available to Sportercise.

6.3 Opportunities

Perceived opportunities for Sportercise are:

The refurbishment / development of facilities

Sub Regional Partnership

2012 Olympics

Government modernisation agenda

Community Development

Governments programmes on school sport, obesity, health and Gun and Knife Culture

Mentoring programmes

School Sports Coordinator's

PE & Sport Programme

Play Strategy

Public Private Partnership

New Opportunities Fund

Awards For All

Best Value Review

Investors in People

New sports partnerships / club development

Pioneer new schemes to aid those with disabilities

Diversify in to other areas

Extend to all age groups

Good networks initial / external

Family orientated physical activities

All Local Authorities are expected as part of the Best Value review to look at the way they currently provide each of their services. Sportercise are part of this process and therefore needs to demonstrate its value. The findings may identify the need for the organisation to extend the existing programme to include all ages and increase the range of sports / recreational health related activities. However to extend operations to include all ages Sportercise must be adequately resourced both in terms of financial / human resources. Sportercise's ability to formulate new partnerships and to access human and financial resources is strengthened by the increasing number of funding mechanisms available. By utilising existing networks and investigating in new ones the organisation is ideally placed to maximise current opportunities.

6.4 Threats

Perceived threats to Sportercise are:

Competition from the commercial sector and other competitors

Governments modernisation agenda

Financial pressure and limited resources

Lack of suitable facilities

Increased customer expectations

Constantly changing and competitive environment

Dependence on project funding

Sport England Initiatives

Other leisure time activities

The organisation must take account of all the potential threats to ensure it is sufficiently equipped to respond to the Government's modernisation agenda of providing continuous improvement in partnership with all stakeholders. Failure to secure sufficient funding to address the issues of core funding will inevitably result in a reduction in services.

7. Marketing

Effective marketing can increase participation, raise income and make services available to those groups previously excluded. To this end, a marketing strategy has been produced by the Cultural, Tourism and Sports Department, which this Business Plan takes account of. Marketing as a tool for service improvement is now integrated into the service planning process.

The links with the public, private and voluntary sectors and the continued need to generate funds to invest in Sportercise requires a high level of marketing. Sportercise will produce its own information booklet outlining the range/type of services available to the community and schools

.

Leaflets, press releases and reports will be used to promote/evaluate all initiatives. Where feasible the local press and media will be invited to report on Sportercise's schemes. Customers are also encouraged to promote the value/ benefits of the service through the company newsletters and communication systems. Staff, volunteers and participants are asked to relay their experiences to friends and relatives in order to raise awareness. Database systems are available to distribute information directly to client groups.

Sportercise will continue to raise capital and funds from external mechanisms to provide access and market the value / benefits, sports / recreation and physical activity has to play in community development. Schemes not only provide all these benefits, they are delivered through outreach work that targets designated areas of deprivation / disadvantage, in need of regeneration, high unemployment, social exclusion, health, life long learning and high crime rates. Through these initiatives partners have been identified and networks developed to address such issues, which places the Sportercise Team in an excellent position to be proactive in response to new opportunities.

10. Competitors

Sportercise has many competitors in this field of work, all of whom undertake work of a similar standing to what Sportercise is looking to implement and develop. Some of these competitors are:

Positive Futures - working with coaches in the community and commissioning them to carry out and set up coaching sessions.

Other private sports companies - these companies offer some of the same services as Sportercise.

PE teachers in secondary schools - These offer a variety of extra curricular sports sessions for children, they have the experience and also the sporting knowledge that sports coaches possess. PE teachers often also run these extra curricular clubs for no fee.

Freelancing coaches - these coaches work within specialist sporting areas and offer their services to schools and community groups for a minimal fee

Private Tutors - these tutors offer 1 - 1 coaching sessions in particular activities, will allow children to learn and develop at a rate that is applicable to them.

11. Conclusion

Over the next 4 years Sportercise will be working within schools and the local community of Liverpool, developing links with agencies in order to generate initiatives and develop the company further within the community. The Sportercise Team will continue to build upon the established network of links both internal / external of the Council to develop a product that is valued, competitively priced and that provides quality service. The work of the Team will continue to tackle issues of social exclusion, lifelong learning, health inequalities, regeneration and reduced crime through sport and physical activities

Sportercise will continue to work in partnership with Sport England to support the Start, Stay and Succeed initiatives across area boundaries. Sportercise will also play an active role in the continued development of the Merseyside Sports Partnership, School Sports Coordinator initiatives and the P.E & Sport Programmes.

The Governments Modernisation Agenda and Comprehensive Performance Reviews continue to challenge the way services are to be provided in years to come. Sportercise has to maximise these opportunities in partnership with all sections of the community to ensure that all future products delivered reflect these needs. This will only be realised if Liverpool City Council and other key partners demonstrate a commitment to the Sportercise Team by investing the necessary funds to support the core expenditure of the Team.