The collection of data and market research plays a valuable role in informing decisions about creating strategies and planning activities. It can also be used to validate investment or funding applications. 

There is a wealth of information that helps us to identify why people take part in sport and physical activity, what keeps them engaged and where they are. 

Below are links to a number of resources that are freely available to access. If you would like any support in using the tools, please contact our Insight team at

Quarterly Data for Tyne & Wear: This page contains performance data which we produce and publish on a quarterly basis to provide our partners and stakeholders with insight about various areas of our work.

Market Segmentation: Why do some people play sport? And why do some simply not want to join in? Sport England has developed nineteen sporting segments to help us understand the nation's attitudes to sport, their motivations and barriers.

Active People Survey (APS): The APS survey is the largest ever survey of sport and active recreation to be undertaken in Europe. It identifies how participation varies from place to place and between different groups of the population. It also includes a number of other measures including levels of volunteering, club membership and involvement in competition, which can be analysed using a broad range of demographic elements. 

Active Places Power: An interactive mapping and reporting tool provided by Sport England for those delivering community sport. The web tool facilitates the strategic planning of sport provision through advanced analytical tools that reference the most authoritative sport facility and club database within the country.

Economic Value of Sport: All local authorities in England can demonstrate how sport benefits their economy using the tool.The model produces area based (local authority, county sport partnership and local enterprise partnership) estimates on sports’ contribution to the local economy in the form of business output (GVA) and jobs plus wider benefits like health.

Local Sport Profile Tool: The tool provides a profile of up-to-date data for local areas, covering sports participation, facilities, health, economic and demographics, all in one place. Updated twice a year, it is a vital tool for local authorities and other partners working in community sport, which can be used to inform strategic planning and development of sporting opportunities and demonstrate the value of sport to other sectors e.g. Public Health and LEPs. The tool also presents benchmarking opportunities by providing useful regional, national and nearest neighbour comparators.

Sport England Youth Insights: A 2014 Sport England review into young people's lives found sport needs to adapt how it presents itself to broaden its reach and increase the proportion of young people regularly participating. What works and what research is there about how to motivate and influence this important age group?