Digital Facilities: Expanding the role of digital in community sport delivery
A quick disclaimer before we dive into this: there is a definite need for investment in new sporting infrastructure across the vast majority of communities.
The intent of this article is not to undermine that need, but instead to highlight that a component of our big facility problem is actually a ‘delivery and perspective problem’. When a sport organisation says ‘we don't have enough facilities’, their statement could often be framed as 'we are unable to service any new members using our current delivery model, and given our current places to play’.
A valid problem still, but a subtly different one. Viewing it through this lens returns us from an external focus - where we attribute sole growth responsibility to government and funding agencies - to a more controllable internal focus. A perspective where in addition to lobbying for new infrastructure, we can seek new ways of working to create capacity and service more members, more often by:
Expanding the definition of ‘our places to play’; and
Changing our delivery model to become more efficient in delivering positive experiences.
Facility investment is a long-term strategy but in the immediate term, there's a new facility within sport's reach that is ready to go today. It is equal parts expansive and intimate, scalable, globally accessible, relatively cheap to build, with low ongoing overheads. It offers spaces for small or large groups to train together, collaborative spaces for education and team-building, a video review room, a kitchen, and has spectator capacity in the thousands.
It's the digital facility, and it belongs on every sport's strategic radar.
What is the digital facility?
The digital facility is a structured place to play within the digital realm where sports organisations deliver a wide range services to their members. A platform to turn waiting lists into actively engaged participants and shift suitable capacity from physical facilities to create efficiencies, leading to greater profit and participation per day of facility usage.
We have all become familiar with 'exercise and sport delivered digitally' during the coronavirus pandemic, but organisations should not leave this facility to gather dust once physical facilities become operational again. Not when we've only explored a small section of the space.
Thinking about your digital facility extends beyond the Zoom training sessions delivered during lockdown or a website with instructional videos, but they may form part of the mix. Building a digital facility requires adopting a philosophy where the sport organisation manages the digital space in the same way they would existing courts and fields, strategically answering questions such as:
Which user groups need to access the facility, and when?
How is it accessed?
For what services is it used across the sporting week?
Who is allocated to manage the facility?
Is the facility safe?
Considerations for digital facility design
The considerations when developing digital sporting facilities are very similar to those for the traditional physical facility:
Club Identity and Branding: The physical facility is loved in part because it feels like home to members: the nostalgic stories it elicits, the same friendly people one sees, and the presence of club branding. The concept of a digital facility should aim to draw on similar themes, and creatively customise all elements to match the brand of the organisation.
Accessibility: Maximising inclusiveness through easy to understand directions for accessing services, use of closed captioning where feasible, and leveraging free and widely-used apps.
Safeguarding: Protecting members whilst in the facility by implementing privacy measures, code of conduct and content management safeguards.
Engaging Content: Importantly, not all club services have a place on the digital facility. Sport organisations need to understand which experiences are integral to the physical facility, and which ones could be delivered through the digital facility.
Live and On-Demand Content: Blending live content with 'binge-worthy' on-demand content members can access away from the facility.
How it might look in action…
A hypothetical futsal club in Sportytown has a very engaged membership base who practically live at the two-field facility. But there's a problem. Because the club is at capacity, it is increasingly difficult for them to meet the demand of their members who want to improve their skills and socialise more than the two fields they lease can facilitate. They conducted ad-hoc Zoom trainings for the players during the community sport hiatus - and they had enjoyed these - but this area had lacked structure since competitions had resumed.
Linking a series of low-cost apps and services to their existing club website, the club established a digital facility 'Back of the Net'. Live sessions were strategically placed across the week that allowed members to engage with their teammates safely away from the field, and allowed the club to deliver greater community impact through a wider array of programs. In addition to live sessions and events, players could access regular on-demand content - a particularly handy feature when players travelled for holidays. The club charged a nominal rate for this additional service which, after all overheads, contributed to a small surplus each year.
The following graphic outlines how the digital schedule could be scheduled alongside the two physical facilities, providing members with a variety of live content around their on-field experience.
An example of a club building a digital facility into its scheduling processes.
Final Thought
Does the digital facility replicate all of the experiential benefits of the physical facility? Definitely not.
Can elements of services conducted at physical facilities be moved to the digital facility to create efficiencies and opportunities for new segments to participate, without adversely affecting the member experience? And if they can, should they be? Absolutely, on both parts.
Rather than acting as a replacement for physical facilities and places to play, the digital realm is a complementary place to play. Akin to the cricket nets at an oval, the practice putting green at a golf course, or the slow lane at the swimming pool; an organisation's digital facility serves a strategic purpose in managing access to sport participation. One that is becoming increasingly relevant, normalised and cost-effective for an industry which is seeking leaner and sustainable delivery methods.
