“While sailing as a means of transportation predates written history, sport sailing – or yachting – seems to have originated in the 17th century in Holland. From there it was introduced into England by Charles II, and eventually spread to the American colonies. Then, similar to today, it was common for sport sailors to join together for social and recreational purposes in groups known as yacht clubs.
Today the sport is popular with both competitors and spectators around the world. Great Britain is currently a sailing superpower, winning 12 medals in the last four Olympic Games. In order to maintain this strong position, the Royal Yachting Association (RYA) is dedicated to growing the grassroots of the sport.
Grassroots strategy
There are 983,000 people regularly sailing in the UK. The RYA sport development team is looking closely at insights and data in order to gain the clearest picture of participation in the sport, including the types of people who take part and the barriers preventing others from getting on the water.
Although we only have a certain amount of resource, we’re focusing our efforts on exposing young people and families to the sport using a targeted digital communication strategy.
We haven’t previously advertised our sport, but with the growth in digital and social media we plan to use these channels to promote the sport to different groups. The RYA is also planning a more customer-focused ‘shop window’ online for clubs wanting to promote their activities.
Quality Facilities
Our feedback has taught us that the quality of facilities is hugely important. Better facilities create more satisfied customers, leading to an increase in membership. For this reason, we work with clubs to offer the best experiences to members. The RYA provides clubs with the insights and information they need to help them understand their membership profiles, as well as factors that restrict growth, such as limited boat parking or water access.
RYA regional development officers encourage clubs to think and plan for the future and to create five year plans to ensure they continue to increase and sustain their membership. In the past two years, we believe the top reasons for declining membership are ageing members and work and family commitments. Clubs are, therefore, being encouraged to ensure their facilities and activities are suitable for attracting younger members and families.
The RYA also supports clubs to apply for grants and funding to update their equipment and improve their facilities and advises them on any licensing or rent issues.
In terms of new sailing clubs, we’re geographically limited to navigable waters but we do take advantage of new sites when we can. We currently have over 800 RYA affiliated sailing clubs and 2,500 RYA recognised training centres that run courses from RYA Start Sailing to Yachtmaster level.
Children and young people
Sailing is a fantastic sport for young people and often appeals to those who struggle to connect with more conventional school sports. The RYA works hard to give as many youngsters as possible the chance to experience the enjoyment of the sport and develop it into a lifelong hobby.
OnBoard is the RYA’s national programme which introduces sailing and windsurfing to youngsters aged eight to 18 years of age through schools, youth groups, community centres and sailing clubs. Created in 2005, OnBoard has already introduced over half a million young people to sailing, with well over 10 per cent continuing to sail regularly.
Since 2000, the RYA has operated the world’s most comprehensive sailing talent development programme – British Youth Sailing. In the last five years alone British Youth Sailing has won over 150 World and European Championship medals at junior and youth level. The programme provides opportunities for young dinghy sailors and windsurfers to develop their racing talent, while looking toward elite and Olympic sailing. RYA is also lobbying to get sailing and windsurfing back on the school curriculum.
Attracting minorities
Sailability is the RYA’s national programme enabling people with disabilities to sail. There are over 200 sites for disabled sailing throughout the UK. Sailability clubs have hoists, launching ramps, adapted changing rooms and qualified instructors. The sailing equipment is specifically designed to meet the needs of disabled people.
The RYA regional teams continue to develop strategies to engage with different ethnic minority groups. In Birmingham, RYA regional development officer Gareth Brooks created a link with the local Bangladeshi community. Sailing taster sessions were provided at a Bangladeshi boat race with support from Legacy West Midlands. Those who were interested in taking up the sport were connected to their local sailing club.
Many clubs are also running women-only sailing sessions to encourage more women to get out on the water. Chelmarsh SC has a ‘ladies wot launch’ club, which has attracted many females to go sailing on a weekly basis.
Current projects
We’ve seen that advertising, word of mouth, open days and taster sessions are the top ways to increase sailing club memberships.
Push the Boat Out (PTBO) is a national campaign run by the RYA which takes place in May, right at the beginning of the sailing season. Clubs and centres open their doors during this time and offer open days or taster sessions, which allow everyone to experience sailing at their nearest venue. The RYA provides campaign resources and the event is supported with a strong national and regional PR campaign which includes digital advertising and social media.
After a new member’s initial experience, Start Sailing programmes offer a series of 10 beginner sessions that allow newcomers to learn and develop their skills. Go Sailing is a series of 10 sailing sessions suitable for those who want to gain further confidence or perhaps return to the sport. There are similar sessions for racing practice.
In 2016 alone, almost 500 PTBO open days were held at 300 sailing clubs across the UK, and over the past four years more than 66,000 people have gone out on the water to try sailing at a PTBO event.
As a result, over 6,000 individuals have signed up for club memberships, and nearly 4,500 families have joined sailing clubs.
Despite these initiatives, there are several factors that may deter people from getting involved in the sport. Weather is a huge issue for us – sailing season is roughly April to October but this is very much dependent on the weather patterns each year.
Sailing is also reliant on the wind. Too much or too little wind can make it impossible to sail. Another factor is the amount of time that sailing requires. It’s not something you can just go out and do during your lunch break from work!
Our research around club membership shows that 41 per cent of RYA affiliated club members have taken a break from the sport for 18 months or more since starting out. This could mean a huge number of people taking a break from the sport at one time.
It’s important for us to communicate regularly with these people to understand more clearly what is keeping them away.
Olympic glow
During the summer of the Rio 2016 Olympic Games more than 6,000 people tried sailing and windsurfing at taster sessions.
The RYA Sail for Gold Roadshow toured the country during the Olympics, stopping at eight venues that have a special connection with our Rio Olympians and Paralympians.
Hundreds of volunteers at the host clubs and centres helped to get newcomers afloat, and British Sailing Team members attended every Roadshow to celebrate the achievements of their teammates in Rio and inspire the next generation.
