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Jim	
  Walker	
  
University	
  of	
  Surrey	
  
13th	
  May	
  2014	
  
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
‘The	
  threat	
  of	
  being	
  
sued	
  is	
  now	
  the	
  
greatest	
  barrier	
  to	
  
volunteering	
  in	
  the	
  
sport	
  and	
  adventure	
  
training	
  world.	
  
Society	
  must	
  establish	
  
the	
  principle	
  that	
  
accidents	
  can	
  happen	
  
without	
  it	
  being	
  
someone’s	
  fault,	
  and	
  
re-­‐establish	
  the	
  
principle	
  of	
  personal	
  
responsibility.’	
  
Julian	
  Brazier	
  MP	
  
Member	
  of	
  the	
  All	
  Party	
  
Parliamentary	
  Scouts	
  and	
  Guides	
  
Group	
  
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Green	
  =	
  Happiest	
  	
  -­‐	
  Blue	
  –	
  Purple	
  –	
  Orange	
  -­‐	
  Red	
  =	
  Least	
  Happy	
  
Grey	
  =	
  Data	
  not	
  available	
  
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Outdoor	
  Trail	
  Markets	
  
Recrea0on	
  
Route	
  
Markets	
  
Needs	
  related	
  to	
  use	
  
Nothing	
  
Natural	
  England’s	
  current	
  commitment	
  
Annual	
  spend	
  £3.4m	
  per	
  year	
  on	
  13	
  NaUonal	
  Trails	
  
Annual	
  spend	
  £0	
  per	
  year	
  on	
  564	
  recreaUonal	
  routes	
  
Get	
  Smart!	
  
Frequent	
  Users	
  (15%)	
  
More	
  needs	
  met	
  resulUng	
  in	
  more	
  frequent	
  users.	
  
Infrequent	
  Users	
  (23%)	
  
More	
  needs	
  met	
  resulUng	
  in	
  more	
  infrequent	
  users.	
  
Poten0al	
  Users	
  (37%)	
  
More	
  needs	
  met	
  resulUng	
  in	
  fewer	
  potenUal	
  users.	
  
Unlikely	
  Users	
  (25%)	
  
More	
  likely	
  to	
  become	
  potenUal	
  users.	
  
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
SUCCESS!?!
8m on the Network per year
(14x the 2003 number & growing by nearly 1million a year)
75% on the Network for everyday journeys
(300% more than in 2003)
600,000 visitors to the website per year
(68% of which download a map and walk)
The Outdoor Market
TheOutdoorGuide
TheOutdoorGuide
The Outdoor Money
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
What’s	
  next?	
  
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Jim Walker  - Walking and promotion of outdoor activities for health and sustainable living.
Travel	
  Ume	
  to	
  major	
  ciUes:	
  A	
  global	
  map	
  of	
  Accessibility	
  
Travel	
  Ume	
  to	
  major	
  ciUes	
  (in	
  hours	
  and	
  days)	
  
and	
  shipping	
  lane	
  density	
  
288	
  days 	
  	
   	
  71	
  NaUons	
   	
  	
  118,066	
  Miles	
  
Don’t	
  just	
  go	
  where	
  the	
  
path	
  may	
  lead	
  but	
  go	
  too	
  
where	
  there	
  is	
  no	
  path	
  
and	
  leave	
  a	
  trail.	
  	
  
Jim.walker@outdoortrust.com	
  

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Jim Walker - Walking and promotion of outdoor activities for health and sustainable living.

  • 1. Jim  Walker   University  of  Surrey   13th  May  2014  
  • 5. ‘The  threat  of  being   sued  is  now  the   greatest  barrier  to   volunteering  in  the   sport  and  adventure   training  world.   Society  must  establish   the  principle  that   accidents  can  happen   without  it  being   someone’s  fault,  and   re-­‐establish  the   principle  of  personal   responsibility.’   Julian  Brazier  MP   Member  of  the  All  Party   Parliamentary  Scouts  and  Guides   Group  
  • 7. Green  =  Happiest    -­‐  Blue  –  Purple  –  Orange  -­‐  Red  =  Least  Happy   Grey  =  Data  not  available  
  • 16. Recrea0on   Route   Markets   Needs  related  to  use   Nothing  
  • 17. Natural  England’s  current  commitment   Annual  spend  £3.4m  per  year  on  13  NaUonal  Trails   Annual  spend  £0  per  year  on  564  recreaUonal  routes  
  • 18. Get  Smart!   Frequent  Users  (15%)   More  needs  met  resulUng  in  more  frequent  users.   Infrequent  Users  (23%)   More  needs  met  resulUng  in  more  infrequent  users.   Poten0al  Users  (37%)   More  needs  met  resulUng  in  fewer  potenUal  users.   Unlikely  Users  (25%)   More  likely  to  become  potenUal  users.  
  • 27. SUCCESS!?! 8m on the Network per year (14x the 2003 number & growing by nearly 1million a year) 75% on the Network for everyday journeys (300% more than in 2003) 600,000 visitors to the website per year (68% of which download a map and walk)
  • 35. Travel  Ume  to  major  ciUes:  A  global  map  of  Accessibility   Travel  Ume  to  major  ciUes  (in  hours  and  days)   and  shipping  lane  density  
  • 36. 288  days      71  NaUons      118,066  Miles  
  • 37. Don’t  just  go  where  the   path  may  lead  but  go  too   where  there  is  no  path   and  leave  a  trail.     Jim.walker@outdoortrust.com