PONY CLUBS VICTORIA RESEACH REPORT 2018 - Pony Club Victoria
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PONY CLUBS VICTORIA
RESEACH REPORT
2018
DR JOANNA DIPNALL AND MR MATHEW DIPNALL, COGNETIVE PTY LTD.
EDITED BY MR RICK GILL, PCV EXECUTIVE OFFICER.
DISCLAIMER CogNETive is a market and social research company founded by Dr Joanna Dipnall and Mr Mathew Dipnall in 1999 to provide research services. Both Joanna and Mathew also have extensive sporting experience, which includes equestrian, and hold professional qualifications in statistics and market and social research practices. While CogNETive Pty Ltd has used its best endeavours in collecting and preparing the information published within this Report, CogNETive makes no representation about the content and suitability of this information for any purpose. It is provided "as is" without express or implied warranty. CogNETive Pty Ltd does not assume, and hereby disclaims, any liability for any loss or damage caused by errors or omissions, whether such errors or omissions resulted from negligence, accident or other causes. In no event shall CogNETive be liable for any special indirect or consequential damages or any damages whatsoever resulting from loss of income or profits, whether in an action of contract, negligence or other tortious action, arising in connection with the use or performance of this information. Copyright © 2019 CogNETive Pty Ltd. All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of CogNETive Pty Ltd, apart from any use as permitted under the Australian Copyright Act 1968. 1|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
CONTENTS Disclaimer ....................................................................................................................................................................................1 Preface .........................................................................................................................................................................................4 Executive Summary .....................................................................................................................................................................5 Conclusions ..............................................................................................................................................................................7 Primary Research Objectives .......................................................................................................................................................9 Research Strategy ........................................................................................................................................................................9 Desk Research ..........................................................................................................................................................................9 Key Stakeholder Research .......................................................................................................................................................9 Member Research....................................................................................................................................................................9 Reporting .................................................................................................................................................................................9 The equine industry ...................................................................................................................................................................10 ParticIpation ..........................................................................................................................................................................10 Changing Landscape ..............................................................................................................................................................11 Competing Entities in the sport and leisure Industry ................................................................................................................11 Pony Club Australia (PCA) ......................................................................................................................................................12 Equestrian Australia (EA) .......................................................................................................................................................12 Equestrian Victoria (EV) .........................................................................................................................................................13 Horse Riding CLub Association of Victoria (HRCAV) ..............................................................................................................13 Declining Membership ...............................................................................................................................................................13 PCV Declining Membership 2006-2017 .................................................................................................................................14 Global Study of Equestrian Cultures ......................................................................................................................................14 The development of the young equestrian ...............................................................................................................................15 Sports Policy Approach ..........................................................................................................................................................15 Observations and values from other sports ..............................................................................................................................15 Benefits of sport for children & adolescents .............................................................................................................................16 The Importance of Early Education .......................................................................................................................................16 Volunteer-centric Sport .............................................................................................................................................................17 A Structured Approach for Volunteers ..................................................................................................................................17 DESK RESEARCH CONCLUSIONS .................................................................................................................................................18 Key Stakeholder Research .........................................................................................................................................................19 Membership Trend Visible .....................................................................................................................................................20 Perceptions of PCV Overall ....................................................................................................................................................20 Qualitative Research Topics.......................................................................................................................................................21 Text Mining Networks............................................................................................................................................................21 Why do people join a riding club in general ..........................................................................................................................21 What defines the success of a riding club..............................................................................................................................22 Role of Pony clubs ..................................................................................................................................................................23 2|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
What Pony clubs do well; what they do poorly .....................................................................................................................24 The personality of pcv............................................................................................................................................................25 Suggested changes to pcv ......................................................................................................................................................26 Governance ............................................................................................................................................................................27 KEY STAKEHOLDER RESEARCH CONCLUSIONS ...........................................................................................................................29 Main Membership Research ......................................................................................................................................................30 Parent Riding Relationship .....................................................................................................................................................31 Communications ....................................................................................................................................................................33 Young Riding members (
PREFACE Pony Club Victoria (PCV) acknowledges the generous work of CogNETive, largely pro bono, in conducting this exhaustive research project and is grateful to the key stakeholders and PCV members who responded in large numbers. The enthusiasm of responses was an indication of the passion members have for Pony Club. The valuable information gathered allows for an opportunity for PCV to work better for members. Following is the final report on the work performed based on a detailed and extensive research strategy, spanning two years, encompassing three elements: desk research, key stakeholder research and PCV membership research (Figure 1). Figure 1 PCV Research Strategy This valuable piece of research has provided PCV with a great deal of insight into the equestrian industry and our membership. PCV is confident that this research will help forge a meaningful and progressive way forward. Rick Gill EXECUTIVE OFFICER Pony Club Association of Victoria 4|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
EXECUTIVE SUMMARY The equine industry is fragmented, large, with much overlap, being a significant contributor to the economy. The industry largely depends on volunteers and is an activity with one of the highest participation levels nationally. Equine has the highest number of female participants of all sports, and the 10th highest participation for girls 5 to 14 years old. The industry is changing. Government is turning its focus to many aspects of sport and recreation. In this regard, the broader community has a changing attitude to equine participation, placing more emphasis on ‘winning’ and less emphasis on general participation. Even though this appears to be contributing to the decline in pony club participation, some opportunities arise for PCV. For example, some participants at Pony Club are looking to a more varied experience – such as parents wanting to ride with children and competing or participating on an ad hoc basis. Pony Club membership has been declining over the past 8 years, and urgent attention is required to better understand the churn and institute remedial action. Perceived direct threats to Pony Club include those from competing organisations such as Equestrian Australia (EA), Equestrian Victoria (EV) and Horse Riding Clubs Association Victoria (HRCAV). However, there is an opportunity to work more closely with these organisations towards mutual benefit to the equine community. The British Equestrian Federation have adapted a Long Term Athlete Development Program (LTAD) for rider and horse containing six stages. In Victoria, young riders within Pony Clubs appear to align with the first four skills acquisition stages and EA with the higher later elite performance stages. Pony Club acknowledges that more emphasis needs to be centred on embracing this staged pathway by being more strategic and structured in its messages and delivery. The CogNETive PCV research stressed the importance of early education. There is documented evidence of serious traumatic injuries concerning equestrian activities resulting from a non-organised social context, and to a lesser degree organised activity (1). Horse-related injuries account for one in four of all paediatric sports fatalities. In general these injuries tend to be more severe, having higher rates of hospitalisation and mortality (2). Research has indicated that traumatic equine injuries are more likely to occur in a private setting than in a sporting / supervised setting. Pony Club provides a safe environment to supply important education around proper equine management, on and off the horse. The structures already in place in Pony Club give a natural advantage in this domain. A shift appears to be occurring to the ‘individual’ as opposed to the ‘club’. The equine market is very busy, with many organisations providing a variety of opportunities. The rise of the riding parent is to be considered, possibly catered for. Most parents ride with their children outside PC, and many Pony Club parents have memberships with other equestrian associations. The opportunity for early education is a key strength of PCV and provides potential to boost memberships. Young boys have been significantly under catered for in pony clubs. A potential opportunity exists to attract young male members in their early years of riding. A more ‘starting out’ oriented brand, or sub-brand, might be worthy of consideration to reach this group. Nearly one in five of those that left pony club did so because of their dissatisfaction at Pony Club. Pony Club retains most of its youngest members, with its older members leaving due to inadequate opportunities and/or increasing demands elsewhere. Many of those that left said they really liked Pony Club but the increasing demands of school, university and other sports were preventing them staying. 5|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
The majority of PCV riding members responding to the membership research were predominantly interested in social and non-competitive aspects. There was a smaller proportion of predominantly older members who are more competitively minded. Both groups of members have a place in the Pony Club journey. Pony Club cannot ignore competition, but it is the recreational aspect that requires focus on a number of levels. Most members joined Pony Club to have fun with horses, make friends with people who ride horses, whilst still being educated about horsemanship on and off their horses. The research shows that younger members under 15 years of age were very happy with the Pony Club experience and did not really want to change much. But, as members grew older, their focus was more on competition and mastery and many moved to other organisations such as EA. The more mature adult Pony Club members, over 25 years of age, increasingly wanted to participate with their children, or socially. Those older members who did ride at pony clubs were happy with the Pony Club experience. Individual Pony Club’s, with the assistance of PCV, need to make sure offerings are seen as fun, but still following good risk management practices and having the appropriate level of rules of the sport. Adults join a Pony Club for family reasons, to be with their children, introduce new horses and the social aspect. Children join a Pony Club for social reasons, to learn, be with their friends and to have fun with horses. However, overwhelmingly key Pony Club stakeholders felt PCV was about the starting point of a child’s equestrian journey, where good practices are learned, developed in a safe and supportive environment (Figure 2). Figure 2 Key Stakeholder View of Roles of Pony Club Note: Different colours represent differing themes; larger bubbles represent higher frequency; stronger lines represent stronger connections; and empty white bubbles mentioned in isolation. The core values of Pony Club in developing youth and their equine education was overwhelmingly reinforced by its membership. Pony Club was seen as a good fit for starting their journey with horses: a stepping stone for higher grades. Pony Club is unique in being child centric. This key advantage needs to be embraced to ensure the strength of PCV and its clubs. Members felt that pony clubs do fun, family and education well, but PCV did not rate highly with their communication, have too many rules and too much paperwork. 6|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
PCV itself was perceived as old and stuffy, bureaucratic, stern and critical, though still knowledgeable, helpful,
enthusiastic and honest.
Critically, stakeholders wanted changes to the cost structure, insurance overlaps, streamlining grading, simpler
rules, and selling of PCVEC. Management needed to be more transparent and needed clearer leadership and
goals. There was a desire to change Governance and structure. Communication required improvement and a
greater focus on youth, education, horsemanship and fun.
Industry accepted performance standards were not met by PCV in every criterion, often falling below 5 out of
10, with the poorest being governance, planning and accountability. These are all areas under review.
CONCLUSIONS
PCV has a loyal support base but poor patronage. About one member in seven could walk away from Pony Club
this year. The risk of leaving increases with age, but decreases with more social members. Even though parents
of Pony Club children have been with Pony Club for more than 5 years on average, riders only stay for five years
or less. Thus, Pony Club is at risk of losing its loyal base that feeds the future young member base as members
move to other competing equine environments.
However, there are real opportunities for PCV. Pony Club aligns with the first four stages of the LTAD / LTPD (i.e.
aged 2 to 14 years) model:
Stage 1 Active start Skills acquisition/mastery through fun activity
Stage 2 Fundamentals Little or no competition, fun learning environment
Stage 3 Learning to take part Developing a well-rounded athlete
Stage 4 Training to improve Learning over performance
The Pony Club journey can be seen as the starting place for young riders (i.e. under 15 years of age): This young
member group is the main group to re-join. They want, and enjoy, the whole Pony Club experience, evolving
around fun, and more fun, social interaction intertwined with background learning. Safety, including unmounted
non-organisational, is essential.
Opportunity exists for PCV to collaborate with the Australian Sports Commission and Pony Clubs Australia to
acquire new members from their first introduction to horses (i.e. start of their equestrian journey). There is an
opportunity for Pony Club’s to become the prime provider of Safe Horse Handling at Home skills, to arrest and
prevent the frequent and severe injuries to children.
The adolescent members, aged 15 to 17 years of age, align with LTPD Stage 5 Training to perform (competition
and specialisation). Adolescents typically move towards cementing their skills in either or all of the three
Olympic disciplines of dressage, showjumping and eventing. The main reason adolescent members re-join Pony
Club is to improve their riding and acquire skill through quality instruction. PCV has the potential to hold a place
at this stage in the equestrian journey to help feed into stage 6.
7|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
Young adults, aged 18+, align to LTPD Stage 6 Training for excellence, where talent identification and support commences. Like adolescents, young adults are generally active in the three Olympic disciplines. Many join EA and HRCAV to compete. They join Pony Club primarily to access competitions, develop equine social networks, and access quality instruction. It is questionable whether Pony Clubs should play a role at this age level as there are other equine associations catering for these needs. Pony Club rules and regulations are an issue for many members, such as the attendance rule when everyone has competing commitments. A balance between safety and reasonable rules will be important to alleviating member dissatisfaction in this area. Improvement is required to ensure a better and more respectful social interaction for all concerned. A number of members over 15 years of age requested there be less politics at Pony Club, and more focus on children. Improvement is clearly needed in governance and an improved culture across all three levels. This valuable piece of research has provided PCV with a great deal of insight into the equestrian industry and its membership. PCV is confident that this research will help forge a meaningful and progressive way forward. 8|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
PRIMARY RESEARCH OBJECTIVES
Dimension the youth equine industry and potential competitors
Quantify current trends in the behaviour and attitudes of PCV members
Measure the effectiveness of PCV in terms of participant expectation, satisfaction, pleasure and
fulfilment
Establish a basis for potential areas to increase PCV membership
Identify best methods for the dissemination of information concerning PCV
RESEARCH STRATEGY
The research strategy consisted of three components: desk research, key stakeholder research, and
membership research. Each stage was used to inform the next stage of research: the desk research was used to
build the online survey instrument for the Key Stakeholders study; results from the Key Stakeholder research
was used to build the online survey instrument for the membership study.
DESK RESEARCH
Dimension the youth equine industry
Identify segments, offerings & competitors
KEY STAKEHOLDER RESEARCH
Identify trends in behaviour
Current motivations for club membership
Validate potential competitors
Positive & negative PCV attributes
Identify ways to reinvigorate PCV membership
What is going right?
What is going wrong?
Inform a foundation for the PCV Membership survey
MEMBER RESEARCH
Gauge PCV members’ challenges, satisfaction & commitment
Discover prime motivations behind PCV membership
Identify best methods for the communication of information
REPORTING
Statistical analysis and interpretation
PowerPoint Presentation to Executive Committee
Research Report
9|P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .THE EQUINE INDUSTRY According to the NSW Department of Primary Industry (DPI) database, the industry is highly fragmented and un- concentrated (3). There are large numbers of Councils, peak bodies and associations, all with a stake or an area of responsibility into one segment or another of the equine industry. These organisations are centred around areas of interest such as breeds, activities, commercial & recreational and sport & leisure. There are a large variety of support industry groups with functional aspect such as farriers, physios, vets, police, jockeys, agistment etc. Boundaries between “adult”, “youth”, “child”, and “juniors” are unclear across some of the key equine bodies. For example, PCV rules have juniors as under 17, whereas Equestrian Victoria (EV) have juniors as 14 to 18 years. A 2016 Economic Impact Study from Equestrian Australia (EA) estimated equestrian industry impact on Australian economy equates to $1.143 billion, with equestrian confirmed as one of Australian sport’s top contributors to the national economy (4). The equine industry offers lifelong participation opportunities and a structured, disciplined and selfless mindset that comes with the care of a horse and provides many opportunities for community volunteers. EA has estimated the equestrian community has over 9,000 active volunteers giving almost 50,000 hours of time to the sport every week PARTICIPATION Australian Sports Commission research as part of the 2010 Exercise Recreation and Sport Survey (ERASS) for those aged 15+ years shows horse-riding /equestrian had the 6th highest frequency of physical activity at a Median 1.2 times per week. It was the 10th most non-organised regular physical activity of all activities (5). Equestrian activities showed a higher participation rate (i.e. number of persons who participated in the activity at least once in the last 12 months as a percentage of the population in the same group) for Females (1.5%) compared to males (0.4%), and Non organised (0.7%) compared to organised (0.5%) Equestrian was most popular amongst young people aged 15-24 years (1.5%) followed by adults aged between 35-44 years (1.3%) (6). An important implication for PCV from this research is the significant decline in Equine participation numbers. National participation trends have declined from 1.5% in 2001 to 1.0% in 2010 and participation in Victoria has experienced a similar decline, particularly since 2005 (6). The Australian Bureau of Statistics a 2012 survey into Children’s Participation in Cultural and Leisure Activities in Australia showed that Equestrian activities are the 10th highest participation for girls 5 to 14 years old with a total of approximately 27,500 girls participation (2% overall). This is 7.43 girls for every boy participating (approximately 3,700 boys) (7). Across all sports boys participation exceeds girls in all of the top 10 sports other than equestrian and dancing. For Equestrian boys participation (0.3%) is less than sailing (0.4%) and volleyball (0.4%). It is worth noting that the number of boys Dancing (3.5%) is growing at approximately 6% p.a. 10 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
CHANGING LANDSCAPE
The industry is undergoing major changes, both structurally and socio-economically, with strengthened
Government and Sport Administration structures such as the Australian Sports Commission (ASC) playing a lead
role in organised sporting and sport-related activities and management.
Many industry organisations are becoming specialised, privatised, commoditised and commercialised and in
today’s environment. This has seen a decline in volunteering activity that often supports many equine
organisations such as PCV.
The equine industry is moving to a stage where performance and social status is becoming more valued above
horsemanship and competency. Many long-time equestrian participants are lamenting the absent “well
rounded equine athlete”.
There are many competing options for a child / family with a horse outside of PCV:
They can shop direct
Competing associations who attract their membership from the same pool of people as PC and offer
a similar product
Coaching is being offered outside of PC by private coaches and riding centres.
Riders/parent can choose a sport discipline by discipline.
Competing and riding together with the Parent has been considered as an increasing driver for riders of what
and where to attend.
There is increasing pressure on Equestrian clubs with the rise of urban development impeding on grounds
availability. Club closures and amalgamation have the potential to force participants into other activities,
outside of PCV.
COMPETING ENTITIES IN THE SPORT AND LEISURE INDUSTRY
There are a number of entities offering Equestrian activities in Victoria such as:
Pony Club Victoria (PCV)
Equestrian Victoria (EV)
Horse Riding Club Association of Victoria (HRCAV)
Polocrosse Victoria
AHRC (Australian Horse Riding Centres)
MGA (Mounted Games Australia)
Many of these organisations are competing over the same offerings and turf, with much overlap and riding
options, and in particular the youth category of 15 to 24 years. Equine participants naturally seek the best
facilities and best run events.
Independent unencumbered ad hoc participation is possible in many organisations and this is difficult to achieve
under the current pony club (PC) rules.
11 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .PONY CLUB AUSTRALIA (PCA) Pony Club Australia is Australia’s largest equestrian organisation with the vision that “A horse life starts here” and a mission to “educate and promote the enjoyment”. It is recognised by the Australian Sports Commission (ASC) and a good relationship exists between the two entities. PCA seeks to meet the ASC expectations through programs such as ‘Ready Set Trot’ which has had success in Qld, WA & SA including a Carnival. There have been ~ 7000 kids through these programs in 6 years delivering ‘Stable Skills’ and through ‘Sporting Schools”. Horse management and Rider skill is a core focus delivered through 8 key competencies and this is recognised through PCV Certificates. Approximately one in five riders achieve a PCA certificate, but predominantly at the lower skill end, with less than 2% attaining the C* and above certificates. PCA have undertaken a commitment to re-write PC syllabus and make it national and development of a new database and website. PCA see governance as a key component to best practice, with it being one of its five key strategic priorities (i.e. governance, marketing, education, participation, communication). Fees have increased to cover these extra costs. PCA and EA have developed a dual member rebate scheme, providing discounted membership for riders that are registered with both organisations to facilitate a lifelong participation pathway. In May 2018, they announced the well-known Olympian Heath Ryan as its new patron. His involvement with competition and coaching, at all levels, and link to EA further cements PCA’s link with EA. Formally there is a memorandum of understanding between EA & PCA/PCV along the principle of PCV being for kids and educational, and EA is for elite sport. Basically each entity will formerly recognise each other and leave them to their own specialty. However, this MOU has not been revisited for many years. EQUESTRIAN AUSTRALIA (EA) EA has funding from Sport Australia equating to around $3.5m annually (2016 EA Annual Report). In 2016, approximately 5,500 EA members nationally were junior members. Products offered by EA include dressage, jumping, eventing, Interschool, show horse, vaulting, carriage and endurance. EA has a very sophisticated approach with Self Determination Theory, Pathways and a community approach to their product, with a range of offerings (autonomy) plus coaching (competency) and belonging (uniform, functions, community.) Coaches are NCAS accredited. Young Riders are trained as mentors via coach the coaches type training with an increased responsibility with competency and maturity. There has been integration of equestrian with the Sporting Schools platform (Off horse) including the implementation of the Ready Set Trot, Ready Set Vault programs. There are clear moves for the expansion of Interschool’s to include more schools, and have developed a clear Coach Pathway Plan with a focus on skills acquisition. EA have a focussed strategic plan and Brand Wheel that encompasses the integration of the EA brand across all channels equestrian: members, coaches, officials, athletes. However, the Strategic plan has a Safety focus primarily on eventing, with early education into safety appearing to be missing. 12 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
EQUESTRIAN VICTORIA (EV) Overall junior membership In EV has been growing, with the inclusion of under 10 year old children as members. EV are elite competition oriented and offer vertical by vertical opportunities such as Showjumping Squadettes. EV’s strategic plan focusses on good strategic partners and is driving the ASC “Sporting Schools” and “Ready Set Trot” participation programs. There is a very clear intent to recruit kids, get them active, to “have a go” through fun via the SCHOOLS channel. A Memorandum Of Understanding with PCA exists to drive Ready Set Trot and formalise Coaching skills HORSE RIDING CLUB ASSOCIATION OF VICTORIA (HRCAV) In 2018 HRCAV has approximately 8,000 members and 240 clubs affiliated. The organisation is predominantly adult riders BUT accepts 6yrs+ members as well. There is no apparent child rider policy but believe children catered for with certainly beginners. HRCAV caters for many disciplines with a strong focus on social and less focus on competition compared with EA and EV. As part of that social experience parents are able to ride with their children. DECLINING MEMBERSHIP PCV reported a recent decline in membership numbers with approximately 6,500 registered members in 2012, compared to 7,400 in 2008. In 2018 that number is now around 4500 members. The decline is also evident in the number of Pony Clubs, with numbers falling from over 230 to around 180 in 2018. Equine Influenza (EI) in 2007 and changing demographics associated with the urban sprawl has reportedly influenced PCV membership and participation. In the Cardinia Shire Council Equestrian Strategy Report in March, EV reported a slight decline in participation with 4,950 members in 2012/13, compared to 5,000 in 2011/12 (https://www.cardinia.vic.gov.au/). However, economic conditions and participation costs were identified as the main factor in this decline at EV. Pleasingly, EV have since arrested this decline to grow ever since. HRCAV was established in 1981 and has reported significant growth since its inception which continues. HRCAV had approximately 220 clubs in 2012 and 5,600 members, being an increase from 5,500 members in 2011. In 2018 the number of HRCAV members has increased to over 8,000. 13 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
PCV DECLINING MEMBERSHIP 2006-2017
PCV Membership is on a serious downward trend with an average decline over the past 11 years of 5% per year
(Figure 3). Unfortunately, the trend over the shorter term has been greatest, with the decline over the past 5
years being 7% per year and over the past 3 years 8% per year. This indicates that the future decline may be
non-linear and be more rapid than what is currently being projected in Figure 3.
Figure 3 Membership decline and linear trend line
Source: PCV
Urgent action is recommended to stem the exodus of Victorian pony club members to other organisations and
to other sports.
GLOBAL STUDY OF EQUESTRIAN CULTURES
In the book “Equestrian Cultures in Global and Local Contexts” in 2017 by Michelle Gilbert (8) the chapter on
PC’s in Canada found:
A decline in PC’s with circumstances analogous to Australia
An elevation of specialisation in three Olympic disciplines of. Dressage, Show-jumping, & Eventing
dominating proceedings
New additional competition circuits
Varying competition standards emerging, being correlated with wealth
The privatisation of Equine industry eg. private coach
Changes in ‘Social Capital’ causing PC’s decline in position and (community) power
Loss of PC monopoly on starting out for children and provision of horse experiences
PC being perceived as “very backyardy”
A rise of coaching profession – following the money - erosion of volunteering
PC’s no longer elite and socially exclusive
Frustrations with poor foundations of young riders
14 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .THE DEVELOPMENT OF THE YOUNG EQUESTRIAN
SPORTS POLICY APPROACH
A standard 7-Stage Long Term Athlete Development Model (LTAD) & Sports Policy Leading to International
Sporting Success (SPLISS) has been the subject matter of National Sports Scientists including the British
Equestrian Federation (BEF) (9).
The BEF LTPD (participant) horse and rider framework is more focussed on competency than age, but includes
age bands. The framework includes the 10 year / 10,000 hours `skill mastery’ Principle.
LTPD Stages are:
Stage 1 Active Start: Males and Females 2 to 6 years Skills Acquisition / Mastery
Stage 2 Fundamentals: Males 6 to 9 years, Females 6 to 8 years Little or no competition
Stage 3 Learning to Take Part: Males 9 to 3 years, Females 8 to 12 years Develop well rounded athlete
Stage 4 Training to Improve: Males 13 to 15 years, Females 12 to 14 years Learning over performance
Stage 5 Training to perform: Males 16 to 23 years, Females 15-21 years Competition, Specialisation
Stage 6 Training for Excellence: Males 23+ years, Females 21+ years Talent identification and
Support
Stage 7 Active for Life
This model is being constantly refined. This model appears to fit well into the ASC EA PCA “Ready Set Trot” and
“Sporting Schools” strategy.
OBSERVATIONS AND VALUES FROM OTHER SPORTS
Many other sports harness the potential of the young early, collaborating with schools, and promoting a positive
learning atmosphere. Some of these are polocrosse, little athletics, go-karting and scouts:
Polocrosse works with schools and has a “Funsquad” for those under 12 years of age, which has flexible
times, low costs. Funsquad provides development pathways into more organised polocrosse activities.
Little Athletics has “Be your best” and “family, fun & fitness” mottos.
Go-Karting is an expensive sport to enter, with an emphasis on performance over competency. This
sport allows young egos to develop, often seen as an important entry point into motorsport to develop
young drivers. However, issues surrounding over-zealous parents, conflict, safety and volunteering
hampers the sports. Karting Australia took action in 2014 by conducting a “Whole of sport review. The
five-time World motorcycle champion Mick Doohan is now the Chair of the Australian Karting
Association Board (https://www.karting.net.au/).
Scouts have approximately 22,000 Victorian Members and is seen to be thriving with the (cyber)times.
The focus for this group is learning by active doing through adventure. It is youth led and adult
supported with a three child to one adult ratio. Within Scouts mistakes are encouraged, and leadership
and responsibility increases with age. Scouts is a Registered Training Organisation (RTO) and trains
adults in support of operations
15 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .BENEFITS OF SPORT FOR CHILDREN & ADOLESCENTS A systematic review of the psychological and social benefits of participation in sport for children and adolescents (10) found improved self esteem and social interaction, fewer depressive symptoms, team sport associated with improved health outcomes compared to individual activities compared to those young people who did not participate in sporting activities. The review recommended that community sport participation is advocated as a form of leisure time physical activity for children and adolescents. THE IMPORTANCE OF EARLY EDUCATION Injury Trauma in young equestrians in Australia is high, with head injuries the most common horse-related injury. Horse-related injuries tend to be more severe, with higher rates of hospitalisation and mortality. These incidents account for one quarter of all paediatric sports fatalities (11). O’Connor et al , found that those aged between 10 and 14 years had the highest incidence rates of emergency department (ED) and hospital admissions (HA) due to horse-related injuries in Victoria from 2002 to 2016 (87.8 ED and 15.7 HA per 100 000 person-years) (2). A 2017 study by RCH (1) studied 505 paediatric patients under 16 years of age over a 16 year period. Children were more likely to be injured in a private setting (56%) than in a sporting / supervised setting (23%). Mounted patients (77%) were more likely to wear helmets, but more likely to sustain upper limb fractures or spinal injuries. Unmounted patients were more likely to be younger males, and more likely to sustain facial or abdominal injuries. Unmounted patients had significantly more severe and critical Injury Severity Scores (OR 2.6; 95% CI 1.5, 4.6) and a longer hospital stay (2.0 days vs 1.1 days; p < 0.001). They were also twice as likely to require intensive care or surgery, and eight times more likely to sustain a severe head injury. This study highlighted the importance of vigilance and other safety behaviours when unmounted and around horses, and proposes specific targets for future injury prevention campaigns, both in setting of organised and private equestrian activity. 16 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
VOLUNTEER-CENTRIC SPORT
Like most sports, equestrian, and in particular Pony Clubs, depend on volunteers. The passion for sport is
something the majority of volunteers share with the equine community. Recruiting and retaining volunteers is
vital component of the equestrian sport, for running rallies and staging competitions. It has been found that
sports provide unique opportunities for volunteerism (12). Volunteers provide economic efficiencies for sport
organizations by minimizing staff costs and providing new ideas (13-15)
A STRUCTURED APPROACH FOR VOLUNTEERS
Providing a clear structure to volunteers (16), via messages that are informative and flexible, rather than
through pressure and rigid coercion has been seen as beneficial. Research has shown it beneficial for there to be
a focus on empowering volunteers through the fit of the volunteer to the task, organization, and appropriate
managerial treatment (17).
Creating the good experience for volunteers, based on a positive structure, has been shown to help: one that
encourages a good volunteer experience that offers room for expression of values, and focuses on the
volunteer’s personal growth. A good match between the interests and abilities of the volunteers and their tasks
is desirable. These tasks and roles should be clearly outlined. This is a continuous cycle (Figure 4):
Feedback / evaluation
Personal growth Acknowledgement
Personal engagement
Figure 4 Volunteer loop
Volunteers who receive constructive feedback through an evaluation and are acknowledged for their
contribution tend to have greater personal engagement and experience personal growth. It is this experience
that keeps volunteers in the sport.
17 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .DESK RESEARCH CONCLUSIONS PCV’s phenomena is not unique to Australia. It is caused by major social, political and economic changes. The sport of equestrian is experiencing a shift with the rise of “the individual”. There are more choices offered and not just within sport. Performance is rising as being worshipped, and competitor, spectators and other stakeholder consider status important. This shift comes at the expense of competency, mastery and community. Equestrian sport is a busy marketplace with many weakly differentiated entities competing for a diminishing number of members. EA / EV is on the path to domination with respect to recruiting youth (i.e. schools) and youth performance (i.e. Interschools). It is of the utmost importance that PCV and PCA should review the Memorandum Of Understanding (MOU) to understand its mutual relationship and where PCV wants it to fit in the EA/EV pathway. PCV needs to consider the rise of the active, riding and competing parent in its future and if it is worth competing with other adult equestrian organisations (e.g. HRCAV, EV). In the past it was good enough for parents to take their child to Pony Club and sacrifice their own equestrian experiences, or to have that experience elsewhere. It is appearing that parents now want to continue to ride or compete, and often they wish to do so with their children. Volunteers are important and motivation had significant impact on future continuous and episodic engagement. PCV needs to provide a structured and integrated approach to the management of its volunteers. Child to Youth to Adult boundaries could be better delineated. An opportunity exists in the Starting (horse & rider), Horse Life, skill acquisition segment (e.g. 2 to 15 year olds) (i.e. Competency in preference to Performance) There are psychological and social benefits of participation in sport for children and adolescents, but early education into handling horses, on and off the ground is vital. Injury Trauma in young equestrians in Australia is high and more likely in a private setting than in a sporting and supervised setting. Unmounted injured were twice as likely to require intensive care or surgery, and eight times more likely to sustain a severe head injury. Early unmounted education / horsemanship has not really been emphasised by EA/EV Strategic Plans and this provides an opportunity for PCV. Boys are a glaring omission in PCV planning given that there are seven girls for every boy, females dominate. Other sports, such as dancing, is attracting 5 to 14 year old boys in increasing numbers, so there is no reason why PCV cannot also encourage this youth segment into the fold. 18 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
KEY STAKEHOLDER RESEARCH
An important second stage of this research project was to gain insights from key Pony Club (PC) Stakeholders to
dimension the current youth equestrian community from the PC viewpoint
Areas addressed included:
General Information
Overall perceptions of horse riding clubs
Perceptions and opinions of pony clubs
Perceptions and opinions of PCV
Opinions of Governance of PCV
The research used a mixed methods approach which Involved ‘Quali-Quant’ data collection collecting both
quantitative and qualitative data. Qualitative data is more subjective and open-ended and allows for the “voice”
of the Key Stakeholders to be heard. Quantitative data includes closed-end information to undergo statistical
analysis and results in a numerical representation.
An online Survey commenced 9th May 2017 and closed 16th June 2017. In addition an email was broadcast to
all registered PCV members one week prior to the survey. In all 2,243 members or parents of members were
contacted. A pilot was conducted to a random 20% of the dataset one week prior to the commencement date
which resulted in a 10% bounce back rate and 1.4% opt out rate. The survey proper resulted in a 35% response
which was a very good return for a survey of this type. Additionally, another 55 partially completed responses
were received which made for a total of 746 respondents.
The survey consisted of 18 qualitative questions which resulted in over 10,000 paragraphs of text to analyse.
The responses provided much detail to inform the Market Research project. There were 10 quantitative
questions which resulted in 51 data points.
The Key Stakeholders were
predominantly coaches and PCV
contacts, with the majority female and
over 40 years old (Figure 5). The group of
participants were PC loyal, with 80%
having Pony Club as their entry point
into equestrian.
Figure 5 Sample Profile (n=746)
Over half had more than one relationship with pony club (53%) predominantly personally and via their children
(38%). Importantly 89% are still involved with Pony Club. The main reasons for not being involved were their
child was no longer at PC (36%) and/ or were dissatisfied with PC (21%).
19 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .Key Stakeholders are a Socially Responsible group. They consider riding clubs should be predominantly about
riding safely, being inclusive, being non-judgemental, and community. However, there appeared to be two types
of Key Stakeholders: a large Community Oriented group (87%) and a smaller Performance Oriented group (24%).
MEMBERSHIP TREND VISIBLE
Key Stakeholders noticed PC membership has been falling over the past two years (54.1%) (Figure 6).
Figure 6 Perceived PC membership over last 2 years
PERCEPTIONS OF PCV O VERALL
Overall, the perception by Key Stakeholders of PCV was very poor. When asked to rate PCV out of 10 on number
of positive traits, all averages fell below 7 out of 10 and the overall average (calculated per person) was a low 6
out of 10.
Key Stakeholders perceived PCV as
only acceptable at being:
Disciplined and Standardised
Confident and Reliable
Welcoming and Approachable
PCV stakeholders did not perceive
PCV as aspirational, progressive,
consultative, or dynamic.
Figure 7 Key Stakeholder PCV trait ratings
Note: Question asked to rate out of 10 how representative traits were generally of PCV, where 0 was not at all representative and 10 was
extremely representative.
20 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .QUALITATIVE RESEARCH TOPICS
The survey grouped the Qualitative research topics into categories and used text-mining techniques to map
onto networks representing
Population growth co-occurring topics. This extracted meaningful groupings from this network,
revealing the large-scale patterns present.
TEXT MINING NETWORKS
Activities offered
In the following pages, the graphs illustrate the relationships of groups and their networks. Colours identify
closest
Broader assoc choices neighbours/relationships.
available The larger bubbles represent higher frequency and the thicker the line, the
stronger the connection. Not funEmpty
enjoyment white Very
bubbles mean isolated theme (Figure 8):
Competitive
Money
Rules Education
Risk management Insurance
Want more variety
Competitions
Figure 8 ExampleInterschools
text mining network
WHY DO PEOPLE JOIN A RIDING CLUB IN GENERAL
EA
HRCAV AdultRidingClubs
There are a number of common elements that Key Stakeholders felt both children and adults join a riding club,
with learning, social, friendship, sharing common interests, the Club, and horsemanship important (green circled
Competing committments TimePoor
Moregroups
professional
in Figure 9). However, Key Stakeholders felt that adults also join for reasons of their own: to be with
their children, to continue riding and being involved with the sport, for family connections. They also wish to
expose young horses.
Key Stakeholders felt that children join a club because of parental influence, convenient for parents, to be
involved in a sport they are passionate about and because it is healthy and safe for them.
Why Adults Join A Riding Club Why a Child Joins a Riding Club
Figure 9 Reasons adults and children join a riding club
21 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .WHAT DEFINES THE SUCCESS OF A RIDING CLUB
Key Stakeholders were asked questions regarding their club and why they liked their club, and what unites a
club (Figure 10). A common theme was that people like being in a CLUB: Teamwork, support and sharing;
friendship and camaraderie. Having a good committee and set of parents is also an important aspect of a good
club.
Learning is part of this riding club in the quest
Volunteers
to acquire further equine knowledge.
Parents
Organised Having common goals and interests was
important, where social connections are
Good Committee
made, and being able to participate in events
Enjoyment
Competitions Events Clinics
Safe (competitions, events, clinics).
Club
Social
A riding club is about enjoyment, conducted
Team work Supportive Sharing Welcoming Encouraging
Common goal interests Inclusive in an organized and safe way. There is the
Learning
desire for clubs to be welcoming, encouraging
Friendship Comradarie
and inclusive with respect, honesty and
transparency shown to all members.
PassionLove of Horses Atmosphere
Whilst tradition was important, clear and
Respect
Knowledge
understandable rules were required.
The passion for and love of horses was a
Understandable rules
Tradition
Honesty Transparent uniting factor of a good riding club, where
member volunteering was encouraged.
Figure 10 What unites a riding club
When Key Stakeholders were asked about
what defines the success of a riding club,
having a positive atmosphere to
encourage Education and improvement
and being supportive in a friendly, fun and
safe environment was paramount (Figure
11).
Teamwork and having a united
involvement, which encouraged a sense of
community, was important to the success
of a riding club. Successful clubs are
thought to be inclusive and allow riding at
all levels.
Figure 11 A successful riding club
22 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .A good Committee was essential in defining a successful club. Key Stakeholders felt that the having good
governance and communicating to members was necessary. Having a good Committee that is connected and
committed to its membership, who communicates well and provides good instruction and facilities, was one of
the key contributors to a successful club.
Importantly, having riders interests at heart during development with good membership numbers and sufficient
volunteers was felt as being important and helped to develop a feeling of community, and being united – a club.
Key Stakeholders voiced that an effective club had a good experience base and operated in a supportive,
inclusive and fun environment. An effective club would be flexible, proactive and creative, and transparent. It
has dedicated members and officials, strong financial management and sets clear strategic goals.
ROLE OF PONY CLUBS
Stakeholders were asked what they believed the role of Pony Club should be. Some felt it was no longer
relevant (7%)
Overwhelmingly most Key
Equestrian Leaders
Stakeholders felt that Pony Club’s role
Provides a variety of interests was for the youth and their education
(Figure 12):
Providing pathways for
competition
Confidence
SmallNo role Not relevant Outdated
Amongst a friendly and
Team builing
enjoyable community
In a safe environment
Social
The role of Pony Club was about
bringing together like-minded riders,
WelfareUnderstand of the horse who share the love of horses. Pony
Supportive
Like minded Clubs were thought to be supportive,
For youth yet social, with a role to build teams
Pathway to competition
across a variety of equine interests.
Friendly enjoy Community
Education horsemanship Most importantly, Key Stakeholders
voiced that the role of Pony Club is
Safe environment
about developing equestrian leaders
Love of horses
Starting point of the future.
Figure 12 Role of Pony Clubs
When Key Stakholders were asked as to where Pony Club fits in the equestrian journey, there was an
overwhelming voice that the fit of Pony Club was as a starting point for youth in education and horsemanship,
and was something that will carry them through their whole equestrian journey. Pony Club provided the
“building blocks” of horsemanship and gave the vital foundations in a nurturing environment. It was felt that
Pony Club was the stepping stone to higher grades, competitions and does so in a fun environment.
Participating at Pony Club encourages involvement in equestrian activities and sport, provides a grounding,
foundation for the future and instils the love of horses for all ages in “a child centric atmosphere”.
23 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .WHAT PONY CLUBS DO WELL; WHAT THEY DO POORLY Key Stakeholders felt Pony Clubs are good at education and providing children with opportunities to progress their equestrian journey. Pony Clubs were seen to provide as sense of community, bringing ‘like mined people’ together in a safe environment to have fun with their horse (Figure 13). Many life-long equine friendships began at Pony Club for Key Stakeholders. However, Pony Clubs were not perceived to be good at management and governance, having too many rules, restrictions and excess paperwork (Figure 13). There were complaints surrounding the lack of communication and management. They were not seen to adequately manage the political environment. There were many complaints about Pony Club parents and their undue influence on rally activities. Figure 13 What Pony Clubs do well and poorly 24 | P a g e Co p y r i g h t 2 0 1 9 Co g N E Ti v e P t y L t d .
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