Where's The Proof?

“The Olympic and Paralympic Games do not inspire everyone in the same way - in fact, what inspires some may have the opposite effect on others.  In particular, evidence suggests that elite sport rarely motivates physical activity take-up among non-participants and the least active." As a lifelong believer in the power of the Olympic Games to inspire, these were hard words for me to read. But they confirmed what my research had already started to indicate. And they confirmed too, the difficulty I had at the IOC when trying to convince journalists about the ability of the Olympic Games to encourage more sports participation in host countries. The words are those of Professor Mike Weed. His statement is based on evidence, rather than the gut-feeling resonance of appeals to Olympic emotion.

Prof. Weed continues, however: "For these groups, the 2012 Olympic and Paralympic Games should be promoted as a four year festival of community participation events rather than an elite sport competition.” Considering that non-participants and the least active account for the majority of people in the UK provides an idea of the scope of the opportunity we are faced with. It's one of Olympian proportions.

Let's get on with it, supported by an evidence-based approach.

Mark