Client Story


Angling Trust Market Insight Research

Market Insight and Participation Research Study


The Angling Trust has made huge progress since its formation in 2009 and in 2013 it was successful in securing Sport England funding for its Whole Sport Plan. The main focus of this funding was to increase levels of participation with current angling participants aged 26 and over.

Building on this success in 2015, the National Governing Body commissioned Substance to conduct a study into angling participation, seeking to understand how more non-anglers could be encouraged to participate in the sport.

The Challenge

The key aims of this insight study were to:

  • Provide insight into the core and potential core angling market to inform ongoing marketing and participation development strategies including: the audience size of current, lapsed and potential new anglers; the characteristics of each of those audience segments; the behaviours of those audience segments; and the potential of converting those segments to Angling Trust members.
  • To provide specific data on each segment in terms of: Demographic profile; Participation rates; Social behaviours and habits that might affect angling participation; Participation behaviour (in angling and other activities); Potential successful marketing approaches.
  • To provide both quantitative and qualitative data on these questions

How we helped

The project built on the work Substance had developed with the Angling Trust and other angling organisations in the UK over a number of years.

We conducted a series of surveys aimed at gaining market insight and collected responses from over 12,000 people. Survey data was supplemented by in-depth interviews and focus group, enabling the research team to deep dive on key topics and expand the insight data available to the Angling Trust.

Clive Copeland, Head of Participation at the Angling Trust said:

“This year we’ve developed a range of events that our team of Regional Officers can use to sustain the involvement in angling that provides so much enjoyment to those who go fishing. The research from Substance has helped shape the content of hundreds of Get Back Into and Get Into Angling days and Let’s Go Family Fishing sessions. These events have already brought thousands of anglers into or back to angling this year alone. By working alongside Get Hooked on Fishing and National Fishing Month we are providing a joined-up participation campaign based on sound research. We are confident that angling will be in a better place in years to come after this investment in its future.”

Survey responses 12,000