We were immensely excited to be appointed by the governing body in February 2013 and the project yielded some exciting results.

At the time of the appointment, we made the following joint press release:

Two Circles, the customer data consultancy that specialises in enabling sports rights holders to drive commercial growth, has been appointed by England Athletics to help develop and build a customer model to drive participation in recreational running.

Two Circles will build the customer model to support the delivery of the England Athletics Whole Sport Plan through the interpretation of attitudinal and behavioural data. The output will provide focus on how to drive participation in recreational running over the next 4 year period 2013-2017.

Anna Gray, Community Programme Manager at England Athletics commented, “Following on from the Olympics, the sport is in a great position to maintain growth in participation and that is our aim over the next Whole Sports Plan period. We are excited to be working with Two Circles to help us define our target audience and to focus our thinking on how we achieve participation growth”.

Jon Downer, Associate Consultant at Two Circles added, “We are delighted to get this opportunity to work with England Athletics and help the sport to grow.  It is a challenging brief and a new type of project made possible by the availability of significantly improved data.  As NGBs begin to understand the depth and breadth of data at their disposal, from Sport England research to local affiliation data, the challenge is to learn how to interpret the data and translate it into programmes and strategies which underpin strategic objectives. Athletics, like many sports, is forecasting growth over the next four year cycle, and we are very confident that we can help the sport to identify exactly how to achieve this growth.”

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