AIS shopCareers

Impact of COVID-19 on participation

Recognising the impact COVID is having on sport participation.

Impact of COVID-19 on participation

COVID-19 has had significant impacts on our lives and we are seeing changes in the way people are keeping active and participating in sporting activities. Some of the emerging trends include:

  • People are starting to look to products and experiences that align with their sense of purpose
  • People are reporting that their physical and mental wellbeing has been negatively impacted during this period
  • A significant economic impact on society and less disposable income for individuals to spend on sport due to job insecurity and losses
  • A loss of important social support systems and connections
  • However, google trend data from The University of Sydney suggest that population interest in exercise was at an all-time high in April 2020.

Key Resources

Return to Sport Toolkit

Practical resources that focus on giving sporting organisations a roadmap for the safest return to sport at all levels

Clearinghouse for Sport: COVID 19 Resource

Updated daily with resources, policies, guidelines and emerging research across the Australian and International sport sector

  • The first action is to always follow government and public health authorities advice regarding the resumption and delivery of sporting activities in each jurisdiction.
  • Check in with members and see if their views about how they want to participate in sport have changed and what their barriers to joining or returning to sport might be
  • Consider if your product offerings are still fit for purpose and re-align the offer based on new insights into what current and target participants want
  • Consider how and if digital products could complement your sport offering
  • Find ways to instil member, participant and volunteer trust and engagement
  • Develop contingency plans for a changing environment, your planning may need to be more agile and responsive
  • Rationalise costs to reduce fees wherever possible given financial strain people are facing
  • Improve safety practices and protocols given heightened hygiene expectations of participants

Back to top