England Squash

Commercial Strategy

In 2016, HSE Cake was commissioned by England Squash to carry out a commercial consultancy project to audit the organisation’s commercial assets and to both assess and prioritise areas for commercial development. We assessed revenue generating opportunities for the sport against the backdrop of reduced organisational resource and with a view to diversifying and increasing non-public income streams.

Since delivery, England Squash has reported significant progress on a number of recommendations made in our report. A new data strategy will be developed alongside the relaunch of the England Squash Membership. A proposal for commercial resource to take sponsorship opportunities to market was approved by the England Squash Board in February. In addition, a new major events strategy is in development that is expected to make a significant contribute to making the events and competitions department cost neutral within the next two years.

Furthermore, as a result of Sport England funding being cut, at the beginning of 2017 England Squash retained our services to carry out further analysis into a broader set of commercial opportunities as they are more reliant on alternative forms of revenue that ever before.

The key to success was identifying the most beneficial and viable opportunities for England Squash to pursue following a reduction in organisational resource. In response, we developed a two phase solution and at the time of writing we are mid-way through delivering Phase 2 in which we are providing the strategic support necessary for England Squash to make informed resource and investment decisions designed to open up new revenue streams in 2017 and beyond:

Phase 1: Analyse – We completed a market audit of all NGBs and similar companies to uncover all the different potential revenue generating activities. Through an initial analysis and workshop with England Squash we identified a shortlist of the most viable options.

Phase 2: Assess – We’re currently delivering a critical assessment of the benefits and drawbacks of each of the shortlisted revenue options. These are being evaluated against expected upfront investment, expertise and knowledge required, potential financial return, time to realise return and internal resource required. Through this analysis we will build out a recommended 'route to revenue'.