Uncovering the barriers to participation in squash to drive inclusive engagement and targeted growth.
INDUSTRY
Sport
Client
England Squash
What We Did
To help achieve these goals, we conducted in-depth research to uncover the key motivations, perceptions, and barriers affecting young people’s engagement with squash. Our focus was on Birmingham and the West Midlands, identifying opportunities to engage more diverse audiences and make the sport more accessible.
We developed three target audience profiles—young adults aged 18 to 35 from ethnically diverse backgrounds with varying levels of engagement in sports and exercise. Through a combination of surveys and interviews, we explored how these groups think and behave when considering new sports, what motivates them to participate, and the role structure plays in their decision-making. We also investigated their perceptions of squash, the barriers they face, and what changes could make the sport more appealing.
To support phase two of the project, we gathered over 400 survey responses and conducted 15 in-depth interviews, generating valuable insights to inform England Squash’s engagement strategy and marketing efforts.
What Tectonic delivered
Our research provided a deeper understanding of the barriers, perceptions, and needs of the target audience, equipping England Squash with the insights needed to increase participation. These findings have helped shape marketing campaigns aimed at engaging ethnic minority groups, ensuring that future squash initiatives are more inclusive, accessible, and aligned with the preferences of diverse communities.
