Sports Development and Strategy: An Evaluation of Swim England

This report evaluates sports development with a focus on Swim England and its current strategies. It analyzes the concepts behind the strategy, examines the modern sports and leisure ideology in Britain, and investigates the political ideas linked to the strategy's creation. The report explores the organization and governance of sports in the UK, including Sports England, the Youth Sport Trust, and the Department of Digital media, culture, media and sports (DCMS), highlighting the impact of the 2012 Olympics. It also discusses the role of National Governing Bodies (NGBs), the Olympic legacy, and professional bodies in sports development, as well as the importance of social inclusion. The report concludes with a critique of Swim England's strategies and an overall assessment of their effectiveness in achieving set development goals. Desklib offers a wide range of solved assignments and study resources for students.

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Student’s name
University
Sports management
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Executive Summary
The purpose of this report is to evaluate the Sports Development and analyse Swim England
Company and its current sports development strategy. The report will also analyse the
concepts behind the strategy and examine the modern sports and leisure ideology that is
present in the modern Britain. The paper will also investigate the political ideas that are
linked to the creation of the sports development strategy. The report will further examine
whether Swim England is capable of accomplishing the set development strategies

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Table of Contents
1.0 Introduction to sports development............................................................................................4
2.1 The evolution and role of sports development in the UK............................................................4
2.1.2 Evolution of sports development..........................................................................................5
2.1.3 Role of Sports development..................................................................................................6
2.3 Process of professionalism.....................................................................................................6
2.4 Definitions and concepts of professionalism..........................................................................7
3.0 Exploring the organization and governance of sports in the UK......................................................7
3.1 Sports England.............................................................................................................................7
3.2 Youth Sport Trust (YST)...........................................................................................................8
3.3 Department of Digital media, culture, media and sports (DCMS)...............................................9
3.3.1 2012 Olympics....................................................................................................................10
3.3.2 2010-present.......................................................................................................................10
4.0 Gold challenge...............................................................................................................................12
Places people play..........................................................................................................................12
Play to win......................................................................................................................................12
5.0 NGB and Emergence into sports development..............................................................................12
5.1 Role of NGB in sports development..........................................................................................13
6 .0 Olympic legacy.............................................................................................................................13
7.0 Professional bodies........................................................................................................................14
7.1 Role of sports development within organization........................................................................14
8.0 sports and social inclusion.............................................................................................................15
9.0 Strategic planning for sports development...............................................................................15
9.1 Critique current strategies of swim England........................................................................16
10.0 Conclusion...............................................................................................................................20
11.0 References...................................................................................................................................21

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1.0 Introduction to sports development
Sports is any activity that involve use of skill and physical exertion in which a team or an
individual play against each other for entertainment. Sports Developments the advancement
of sporting activities for the benefit of the community. Sport development started in early
1980’s and its involve the likes of, PE staffs, Teachers, coaches, facility directors, community
workers, youth workers, professional health workers, policy makers and sport development
officers. Effective sport development mostly relies on partners and connect with;-
 Community groups,
 Facility operators,
 National governing bodies
 Local authorities
 Voluntary groups
1.1Sport development mission statement
a) To create and advance sport and leisure occasions for the native residence and
personnel from foundation to superiority.
b) Resolving barriers to participation, promoting peoples, public and community growth.
2.1 The evolution and role of sports development in the UK
Sports development refers to the expansion of recreational and leisure activities
in the community. Effective and efficient sports advancement depends mainly on
networking and partnership with a various sorts of community or voluntary
group, NGB’s and local authorities. Sport development enhance change in
behaviour and increase community participation in sports while providing
pathways and structures from its foundation to attaining excellence.

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2.1.2 Evolution of sports development
The development and evolution sports started in 1918. The Forestry Commission
initiated the first government body which responsible for sports and recreation. In the
year 1937 the Physical Recreation and Training Act was started due to the unrest that
occurred in Europe. The Act was a progression to national fitness. Local authorities
started acquiring land for clubs and facilities, this was supported by the government
because of the welfare, social and physical health benefits. Before the Second World War
the central body for Physical Recreation was started together with National Playing Field
Association. These councils played a persuasive and effective role in promoting leisure
and recreational activities (Cabinet Office, 2015).
In the year 1957 the Central Council for Physical and Recreation (CCPR) decided to
allocate small independent committee to review the general sport position in the UK and
to sanction the appropriate ventures through voluntary and statutory organization of
sports. The economics of recreation and sports which cooperates the first main
development of Sports in the UK was a reports from Wolfenden Committee of 1960, this
led to the recommendation for Sports Development Council establishment to help in
facilitating sporting activities, improve quality of life for people, tackle social exclusion,
pursuit excellence and widen access to sport among other functions (Mahtani et al. 2012).
The report also by Wolfenden further reveals the main reasons for decline participation in
games among the young people was because of feeble and frequent unavailability of links
between local clubs and school sport. Many young people who were committed to
participating in sports were led down by the system of leaving school as early as fifteen or
fourteen years of age. Wolfenden created a favourable political environment for sports
and it had main impacts on sport policy formation, it also contributed to increase in the

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roles of local authorities in providing for the sport opportunities. Legal authorities started
a vast programme facilitating sports in 1970s.
The above may be confirmed in Sporting Future of DCSM. Sporting Future considers the
reward people get when they participate in sports and what can be done to make healthy
life through transformation in sports. Sporting future redefines how success looks like in
games by majoring on five main outcomes: mental Wellbeing, Physical wellbeing,
individual development, community and social development and economic development.
2.1.3 Role of Sports development
 Intensifications of opportunities to participate
 It has promoted behaviour change
 It has challenges traditions of people
 It has help in eliminating barriers that inhibit participation in sports
 It has bring about positive actions that enhance change.
2.3Process of professionalism
The following are the process of professionalism
 Motivation
 Dedication
 Aspiration
 Professionalism
 Teamwork
 Continuous development
 Training
 Health
 Standing out from the crowd

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 Getting an agent
2.4Definitions and concepts of professionalism
Professionalism sports are sports in which the participants are rewarded for their
performance. Professional athleticism came into existence through amalgamation of
developments. Increase leisure and the availability of efficient mass media have
encourage more audience, this have led to increase in income of sports organizations.
As a results of this most people can afford to make sports as their main career,
devoting skills, time, experience and physical conditions to high level of modern
achievements.
3.0 Exploring the organization and governance of sports in the
UK
3.1 Sports England
Swim England is a governing body of swimming in England. The organization help people to
learn swimming, safely enjoy water, and also help them to participate in all sports. The vision
of the organization for national swimming and it strive to encourage everyone to enjoy the
swimming experience in England. The work with various partners to develop appealing
programmes that enables all categories of people to be very active in sports, stay healthy and
have fun.
Swim England an association that was established in the year 1869, the association have
headquarters in Harold Fern, Loughborough. The company was registered on 18th may
1982. Together with British Swimming the company was relocated to Sport Park,
Loughborough University.

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The Swim England went through rebranding exercise in the year 2008 including new
name and logo. After some negative reaction the company Logo was retained but it stop
using ASA.
The new company’s new strategy was applied for swimming with the England. The
company then change its name to Swim England and Jane Nickerson appointed to the
Executive Officer.
The company now supports over 1000 affiliated clubs through Sub-regional/Regional/
and National structure. The company endeavors to safeguard the interest of the athlete
irrespective of age, gender or experience. Swim England have been organizing
competition across England from elite level to age-group. The company also organize
talent programme for English this has given swimmers an opportunity to develop and
grow potential and skills in swimming.
The company has also partnered with Splash About International and Water
babies to create national for toddler and baby safety within the swimming pools.
The rules was circulated by British Standard Institute, their, main goal is set the
industry to have wide standards to enhance underwater photography and
swimming lessons
3.2 Youth Sport Trust (YST)
British charitable trust that aims in supporting the development and education of young
people. The organization was establish in the year 1994 to create and develop brighter future
for the young in sporting activities. This was an idea of Sir John L. Beckwith, he wanted to
ensure that the young received quality services in sports. This person was also keen in
ensuring that the young focused their energy in one particular direction. The key person who
drove this organization to its developmental years was Sue Campbell who is currently the

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chairman. Campbell was also the former chairperson of the UK Sport and also the
government non-political advisor.
The trust creates and implements, in partnership with other sports organization, sport
programmes and physical education of high quality for the young for ages between 18
months to 18 years, in community and in schools. The key sorts that are included in TOP
programmes includes resource cards, high training standards for deliverers and teachers. The
goodness of these programmes is that it can be used as well by the disabled young people.
In order to provide the best training, education, research and developments that is aimed at
improving the standard of living for the young, the ‘’Beckwith chair of Youth Sport’’ was
established in the year 1998 in Loughborough University. Within a period of one year, the
Trust had expanded and it had a reach out of above 3 million young via the provided TOP
programmes.
The YST consents most commercial companies to be Business Honours Members. Notable
members involve Cyber Coach and Technogym.
3.3 Department of Digital media, culture, media and sports (DCMS)
This is a department of the government of the United Kingdom which is responsible for
sports and culture in the United Kingdom, it is also responsible for some aspects media thru
the UK such as the internet and broadcasting. The department also deal with, leisure, tourism
and creative industries which are linked to the department of energy, industrial strategy and
business. The departments is responsible for the delivery of the Paralympic Games and the
Olympic Games of the year 2012 and the development of the building Digital Economy.
DCMS originated from Department of National Heritage (DNH), the department was
initiated in the year 1992 from various other departments. DNH was changed to DCMS in
1997 during the tenure of Tony Blair (Grix, Brannagan & Houlihan, 2015).

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3.3.1 2012 Olympics
DCMS coordinated the bid by London in order to host the Olympic Games in the year 2012,
the department was responsible for appointing and overseeing delivery of the agencies
towards game programmes and infrastructure, mainly the ODA ‘Olympic Delivery
Authority’ and LOCOG.
The reshuffling of the cabinet in the year 2017 which made Tessa Jowell to assume office of
the minister of the cabinet but still remain to be the minister of the Olympic games (Grix,
2015).
3.3.2 2010-present
Following the general election of the year 2010, the ministry that was responsible for
coordinating Olympics was returned to the State Secretary. Even though the tittle of Jeremy
was still the secretary of DCMS the department was not changed. Jeremy was appointed to be
Health Secretary in the year 2012, he was later replaced by Maria Miller who later resigned.
After the general election of the year 2015, John Whittingdale receive an appointment of
becoming a State Secretary and had a role of creating the review process of the BBC charter.
DCMS was granted full responsibility for enhancing the policy of digital economy.
Karen Bradley later replaced Whittingdale on the referendum that was done on UK’s
membership of EU in the year 2016. In this case also the Civil Society office was relocated
from office of the cabinet to the DCMS.
In the year 2018 Mathew Hancorck who was the former minister of Digital State minister
was appointed to be State Secretary due to the cabinet reshuffle and on the same year Jeremy
Wright became DCMS secretary.

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3.4UK sport
This is a government agency which is responsible for devoting in Paralympic and the
Olympic games in the UK, it is a none-departmental and Executive body which is sponsored
DCMS department. The body was initiated following ‘’rock bottom’’ show that was held in
Summer Olympics in the year 1996.
UK Sport has invested nearly £400m and £24m in summer and Winter Olympics respectively
in Paralympic and Olympic sports. The investments come from Athlete Performance Awards
that are directly paid to athlete which assist them to cover their sporting cost and enjoy their
living. The investments also come from funding from National Governing Bodies of sport.
These have assisted the UK sport to invest in sport science, coaches, medicine and sports
facilities.
3.5 Local authority
Local authority has got central role in providing the community with recreational
facilities and sports. From the leisure centres to the local parks, local council enhances
variety of sport and leisure activities to be carried out. They are responsible also for
crucial leadership roles such as leading: sports clubs, school games, National sports
governing bodies, private and health sectors. This has help many bodies to unlock sports
participation barriers and enhance the delivery systems of the local sports.
4.0 Gold challenge
Gold challenge was launched in the year 2010, the organization ran Paralympic and Olympic
inspired trials in the Olympic Sport Challenge and London 2012Km Challenge. It has
partnered with British Olympic Organization, Sport England, Paralympics GB and also
worked very closely with LOCOG which is a sport organizing body in London. The main of

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the Gold Challenge is to form and keep track of events and challenges which motivate people
to be very active and improve
Places people play
Places is the major lotter-funded initiative for sports that was aimed at helping in capitalising
on games inspirations across Sport England. Evolution of Places people play has got three
evaluation objectives, that is: to measure the influence of Iconic amenities, inspired amenities
and guarding playing grounds.
Play to win
When a sports participants play, they play to win. This is the new era of sports development,
the heart of this plan is to change sports culture in England. The plan encourage more people
to love and participate in sport, to expand the English sports. This has enable England to win
medals and tournaments (Lenskold, 2002)
5.0 NGB and Emergence into sports development
NGB is a governing body of sports that has a sanctioning and regulatory function. This
governing bodies comes in many forms, and has got many regulatory factions, for instance it
may involve disciplinary actions, rule infractions and determining rule changes that govern
them in sports.
5.1 Role of NGB in sports development
There are several governing bodies of sports across England, the major one is NGB which
has the responsibility of controlling specific sport. They help in promoting sports, they are
also in charge of taking disciplinary for regulations infraction and determining on change on
rules in the sporting activities that it govern (Long, Fletcher & Watson, 2017).