I couldn't agree more with everything that was said about encouraging coaching and encouraging participation in coaching.
We need to create heroes for young people, not just Olympic medallists, but people who do anything at a high level that is based on fitness, health, positive action, and positive energy. Professional sport has a role to play in that, but amateur sport and the huge variety within amateur sport that can appeal to so many different kids in different families in different approaches.... We want to try to promote the concept of participation in sport and heroes within sport of all different kinds as being a very worthy and worthwhile endeavour. That's partly through ParticipAction-type commercials and nudges towards the media to pay attention to heroes who are possibly less reality TV role models and more healthy people who have pursued something with passion and energy and have accomplished something great. That kind of focused interest in those kinds of things as a nation is what drives kids to wanting to participate.