Marketing Through Middle Schools
October 8, 2013
Often, when I’m not sure that a big change in a policy or procedure of the Michigan High School Athletic Association would be good or bad for school sports in Michigan, I ask myself: “If we were creating the MHSAA for the first time today, would we do this? Would this change be what we do today?”
Applying this question to the subject of 6th-graders, I believe we would create an association and develop rules that would engage 6th-graders and serve them. Sixth-graders would not be orphans, but a part of the MHSAA, just as they are a part of most of our member school 7th- and 8th-grade buildings.
Young people are starting sports much younger today than 100 years ago when the MHSAA was created, or 50 years ago when the MHSAA was incorporated. If the MHSAA were created today to serve any students before 9th grade, I’m certain it would not leave out 6th-graders who are walking the same halls with 7th- and 8th-graders, and who have been playing competitive sports almost since the first day they starting walking at all.
Furthermore, I’m one of many with this opinion: the most important thing we can do to enhance high school sports is to grow junior high/middle school sports programs.
The earlier we disconnect young people from non-school sports and engage them in school-sponsored sports, the better our chances are of keeping high school athletic programs healthy, and the better our prospects are of keeping both participation rates and conduct standards high.
School sports is in competition for hearts and minds of young people. Our competition includes movies, jobs, cars, video games, boyfriends and girlfriends and club sports . . . especially club sports.
School sports needs to market itself better, and part of better is to be available earlier – much sooner in the lives of youth.
More contests at the junior high/middle school level and more opportunities for 6th-graders should be parts of our marketing strategies on behalf of educational athletics generally.
Inactivity Epidemic
May 27, 2016
The Aspen Institute conducted its third “Project Play” Summit in Washington, D.C., on May 17. The sold-out event was both a stimulating and frustrating experience.
There are very many people doing marvelous things to increase the quantity and quality of sport participation among youth, especially focusing on ages 6 to 12 and underserved populations. However, intriguing local initiatives do not appear to be easily scalable, and the platitudes of national organizations do not appear to be reaching their local affiliates where youth coaches pressure parents and kids into year-around specialization and promise college scholarships.
We cannot expect that those whose business is winning medals (NGBs and USOC) or those whose business is making money (major college and professional sports) will be thought or action leaders who effectively increase participation rates and frequency or reduce obesity in adolescents. These goals will be good for PSAs and niche initiatives, but will never be a part of the DNA and daily mission of these entities.
We need to seek leadership of thought and action among adults who work with youth every day and who see sport not as an end in itself but as a means to help prepare the whole child for later life. And to be more precise, we need to seek leadership where the kids are and where facilities already exist. In our nation’s schools.
When recess and physical education programs with ample opportunities for free play and sports sampling are restored to elementary schools, and broad and deep programs of interscholastic athletic programs are adequately funded in junior high/middle schools and high schools, then and only then will we begin to reverse obesity in youth and their future burden on society as adults.
The epidemic isn’t obesity; it’s inactivity.
This nation must awaken to the reality that physical literacy is as important to our future as reading and writing have been in our past. Science, technology, engineering and math are important to our nation, of course, but possibly less essential to an individual’s health and happiness than physical literacy – developing the ability, confidence and desire to be physically active and, as an intentional consequence, much more likely to live healthier and longer.