​New research project to investigate inactive behaviours in Hillingdon

London Sport is stepping up its work with less active residents in Hillingdon with a new research project, in collaboration with the council, to investigate inactive behaviour in the borough.

Hillingdon Council has commissioned London Sport Consultancy to explore the key behavioural and socio-economic indicators of inactivity in the borough.

The project will ensure the council has a better understanding of less active resident behaviours and the strategies required to engage them in more physical activity.

London Sport Consultancy will lead a desk-based research exercise to explore these indicators through their own Less Active Segmentation research and local socio-economic, health and activity level data.

In the last Sport England Active Lives survey, before the pandemic, 56.5 per cent of Hillingdon residents were completing the government recommended 150-plus minutes of physical activity a week.

The survey also showed that nearly a third of Hillingdon residents (28.1 per cent) were classified as ‘inactive,’ taking part in less than 30 minutes of activity each week.

This figure is likely to have increased since the covid-19 outbreak.

London Sport’s research will look to identify who the least active residents are, where they are, their key shared behavioural habits, and develop strategies for engaging them in physical activity.

The project aims to identify the best way to reach and communicate with this audience to understand their preferred activities and develop delivery methods that make participation more attractive.

Additionally, the council seeks to build further understanding of physical activity resources, provision and participation opportunities available to residents across the borough.

London Sport’s Insight Consultancy Manager Tristan Farron-Mahon said:

“We’re really excited to be working with Hillingdon Council and expect this research to have a significant impact on increasing levels of activity across the borough.

“In addition to building an understanding of inactive residents, and identifying opportunities to increase their activity, we look forward to further exploring the social value of council-run programmes.

“The social and community benefits of an active lifestyle are so much greater than just the obvious physical health benefits.

"Identifying and articulating these at a local level can guide strategic direction and investment into the right programmes and interventions to support unique communities effectively.”

Cllr Susan O’Brien, Hillingdon Council’s Cabinet Member for Families, Education and Wellbeing, said:

“It’s a pleasure to be working with London Sport. We want everyone across Hillingdon to benefit from the huge physical, mental and social impacts of an active lifestyle.

"This research will give us the information we need to plan services where they are needed the most and give us the tools to motivate our least active residents.”