20 Enjoyment The Netherlands has over 24,000 sports clubs, with over four million members. However, the number of Dutch people who practise some form of sport every week is actually nine million. This is one of the highest levels of sport participation in the world and the numbers are still (slightly) rising. A crucial goal of the Dutch NOC and the sports federations is to promote enjoyment of sport among all Dutch people, regardless of club membership. Dutch sports federations and clubs focus on the preferences of individual participants, trying to provide the best possible conditions in which everyone can enjoy their sport. It is up to individuals to decide how to participate. The Dutch tradition of children joining sports clubs will undoubtedly remain intact. But when children grow up, they do not necessarily want to join a club: each individual will have his or her own preferences. Specific target groups in the Netherlands such as persons with a disability, the elderly, or those with little education will also be less likely to join sports clubs. The current trend is towards critical consumers who expect quality, flexibility, and added value. Each person searches for something that suits them, without feeling the need for clubs or competitions: from a dancing class to a fitness group or a run in the woods. Group apps serve as a kind of social network; for many participants, agreeing to meet up for a cycling tour is an ideal alternative to a club. Many Dutch sports clubs are already exploiting this trend. Sports agenda 2017+ looks at ways of strengthening the entrepreneurial spirit of sports clubs and their management quality. Dutch clubs are encouraged to respond actively to preferences expressed locally and at grassroots level. This means studying the local sports market and conducting frequent surveys to find out more about people’s motives. Sports providers must be open to change as it will make it easier to arrange local and regional partnerships between clubs and other parties such as the local authority,
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