Our participEight™ framework provides a clear, comprehensive conceptual framework model through which sporting organisations can not only build a better understanding of the dynamics of their own specific situation but also plot future strategies.

Sports Marketing Group’s participEight™ framework is a key component of our research relating to participation in organised sport and various recreational activities.

We developed this model to specifically explore the wide range of elements and issues behind individual’s involvement in participatory sport. The major focus of the participEight™ model is on understanding the dynamics of any particular sporting code. It provides a paradigm and structure that is extremely practical for assisting sport organisations, particularly at a national level.

There are four discrete elements with the participEight™ model:

• Motivations for Participation
• Perceptions of the Organisation
• Environmental Factors
• Decision Making Process

Motivations for Participation

The first and core element is Motivations for Participation. This element is broken down into 16 different motivators which can be split into 4 discreet groups.

• Physical Well Being
  Two of the sixteen Motivators are specifically related to physical health and physical development.

• Mental Well Being
  Four of the sixteen Motivators are specifically related to mental wellbeing.

• Social Well Being
  Five of the sixteen Motivators are related to social factors that either collectively or individually appeal as triggers for participation.

• Sport Wellbeing
  Five of the sixteen Motivators are directly related to the sporting nature of the activity and what such activity can provide.

Other Key Elements

Each sport will have a typical Motivator Footprint which is a perception of which of the 16 Motivators are typically attributed to that sport.

Any one individual will be driven by a limited number of the 16 motivators.

If the motivator is considered important to an individual; then non delivery means that participation is no longer a sustainable proposition.

Practical Uses

Our Sports Marketing clients have used participEight™ to assist with:-

• Identifying the branding of their particular sport, amongst both participants and non participants.
• Establishing the demographic and participEight™ profile of both participants and non participants and creating a participEight™ segmentation.
• Isolating both triggers and obstacles to both trial and to continued participation.

Use participEight™ to better understand the dynamics of your particular sport

To find out how the PassionEight™ principles can be applied to your franchise, please contact us directly.