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British Home Nations and GB Snowsport launch new diversity and inclusion drive with new research initiative

GB Snowsport, in partnership with Snowsport England, Snowsport Scotland and Snowsport Wales, have announced the launch of a new research programme to understand how to ensure snowsport across Britain is working towards a diverse and inclusive future at every level of the sport. 

The programme, which is expected to report preliminary results by mid-2021, will initially examine the current state of play for British snowsport and perceptions of diversity and inclusion from within and outside of the sport, speaking to fans, participants, competitors and the general public. Data and evidence gathering will be conducted by specialist insight agencies Two Circles and Nielsen, and will help shape recommendations to strengthen the sport’s future ahead of next year’s Olympic and Paralympic Winter Games in Beijing. 

The findings will be applied through internal discussions between GB Snowsport and the three Home Nations bodies that will inform each organisation’s responses and approach to a wider programme of diversity and inclusion focused activity.

Vicky Gosling, Chief Executive, GB Snowsport, said: “Like many sports here in Britain and around the world, we are determined to better understand what it means to be a diverse, inclusive and welcoming sport in 2021.  

“It is not enough to say that we believe our sport is open and inclusive – we must listen to people’s lived experiences, understand the barriers that exist, and pay attention to new ideas that will actively help to grow our sport now and in the future. 

“This research initiative, backed by two of the best-regarded consultancies in sport, will provide an important evidence base. From there we can begin to draw conclusions that will leave us better placed to ensure snowsport in Britain is available to anyone who may be interested, irrespective of their background or circumstances.” 

Katie Ferguson, Lead Consultant at Two Circles, said: “Using data-driven audience insight and opening dialogue with key stakeholders is imperative for any NGB looking to understand what strategies will be most effective in stimulating positive change. This is an initiative that will have far-reaching positive consequences for both competitors and fans of the sport, and we’re excited to be supporting GB Snowsport and the three Home Nations with our expertise.” 

Initial findings from the research brief, focusing on a range of issues affecting diversity and inclusion with snowsport, including barriers to entry, perceptions of the sport and experiences of current and past participants are expected to be available in mid-2021. 

To complete the survey and contribute to this important piece of work, please visit this link.