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Loughborough University to help shape the future of higher education sport

Loughborough University has kicked off 2016 by embarking on a Sport England funded project looking at how sports participation can be increased.

Working with Loughborough Students’ Union and academics within the School Sport Exercise & Health Sciences (SSEHS) and the School of Business and Economics (SBE), the project will utilise behaviour change techniques and campaigns that can be tested at Loughborough and applied across higher education sport.

The innovative data insight project will capture student’s sport participation via a range of techniques, primarily through the use of student swipe cards, and aims to capture all sport and physical activity across the entire student body.

The data generated will be used alongside other non-sport data to develop greater insights into individual student activities. This in depth insight will allow us to market and promote opportunities at an individual level, with a view to helping us achieve our ambitious participation target of having 75% of all of our students playing sport three times a weeks.

The data generated will also allow more insightful decision making and strategic planning.

Of the potential of the project, Tim Garfield, Director of Sports Development said:

"This is an important project for a University that wants to be world leading in all aspects off HE sport. The insights it will provide us will enable us to better target and tailor our sporting offer to ensure it meets the needs and aspirations of every individual student.”

Andy Parsons, Director of Loughborough Students’ Union added:

“Being able to understand, communicate with and motivate our students is at the heart of everything we do.

“This project will help us build on our fascinating, experimental work segmenting our students based on their needs, attitudes and aspirations. Our collaboration with the Loughborough University Sports Development Centre on this project provides a unique and meaningful laboratory for work that has potential application far beyond both Loughborough and sport.”

Notes for editors

Press release reference number: PR 16/10

Loughborough University is equipped with a live in-house broadcast unit via the Globelynx network. To arrange an interview with one of our experts  please contact the press office on 01509 223491. Bookings can be made online via

Loughborough is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.

It has been awarded five stars in the independent QS Stars university rating scheme, putting it among the best universities in the world, and was named University of the Year in the What Uni Student Choice Awards 2015.Loughborough is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’ and is in the top 10 in England for research intensity. It was 2nd in the 2015 THE Student Experience Survey and was named Sports University of the Year 2013-14 by The Times and Sunday Times. In recognition of its contribution to the sector, Loughborough has been awarded seven Queen's Anniversary Prizes.

In September 2015 the University opened an additional academic campus in London’s new innovation quarter. Loughborough University London, based on the Queen Elizabeth Olympic Park, offers postgraduate and executive-level education, as well as research and enterprise opportunities.



Pete Matthews

PR Officer for Sport

Telephone: 01509 228686

PR team

Telephone: 01509 222224