Badminton participation across England smashed through a milestone one million adult players getting on court twice monthly – according to an independent survey carried out by research heavyweights, SMG insight YouGov.
Set against a backdrop of time scarce daily routines and leisure pursuits vying for attention, badminton continues to show an upward trend with 1.05 million adults aged 18+ showing the will and loyalty to play at least twice a month across England.
The YouGov data also identified that 3.2 million adults have played badminton at least once in the past 12 months, with 90,000 adults changing their behaviour – from couch to court - doing so for the very first time in a year.
And the numbers paid dividend also to Badminton England’s continued focus that takes the sport to new audiences with a particular emphasis on inspiring more women and girls onto court.
This has borne immediate fruit with a notable rise in female participation, shifting the gender mix to one that sees 44% of women play. Whilst reflecting the social and all-around workout benefits of the badminton, this mix will be music to the ears of clubs who continually seek new talent for their female league teams.
The verified statistics all point to a positive shift in participation and one that will come as welcome news to Badminton England and their funding partner, Sport England.
12 months ago, Sport England chose to invest over £7million into Badminton England’s four year plans to re-enforce the core of its sport and bolster the player base.
It would seem, in light of the SMG Insight YouGov findings, that Sport England confidence in the Discover Badminton blueprint is being duly rewarded.
England's men make the quarter finals of the European Men's and Women's Team Championships, while the women are downed by Denmark.