Increasing engagement in sport is looking at the wrong side of the coin

The headteacher wants inspiring sports students on the school noticeboards.

The team coach wants to invite the most talented students to the after-school club.

The social media team wants to highlight your successes on the school instagram account.

And the head of department wants the sports clubs calendar to look great on the wall of the PE department office.

We’re going to work out how to bring the students to us. How we can help them to discover sport for themselves. But first we need to understand who our students are...