Squash Victoria to pioneer ‘pop-up’ sport concept

A concept to engage people with squash and racquetball by transforming empty retail spaces into temporary street squash courts is to be introduced by Squash and Racquetball Victoria in 2016.

Backed by a $54,000 grant from VicHealth, the concept for Pop-up Squash Shops is based on a concept introduced in the UK in 2013 where valuable empty retail spaces are transformed into temporary street squash courts.

Squash and Racquetball Victoria Executive Director Fiona Young explains “squash is a low profile sport now and this is one way to try and bring it to the people.

“From its boom days (from the) 1960s to 1980s when there were squash facilities everywhere we now have a lot of young people who have never heard of it.

“The number of facilities now compared to 20 to 30 years ago is less than 30%.

“Major shopping centres tend to attract groups, such as youth and women with health issues who need to be more physically active and aware.

“In the ‘pop-up’ shop, shoppers will have the opportunity to see and try squash and racquetball, enjoy the lively music and afterwards relax in the soft furniture of the store's comfort zone and chat with ‘store staff’ where their nearest courts are and what introductory sessions are available.

“The emphasis will be on the health and social benefits squash provides that ‘no-one knows about’.

“With free ‘taster’ activities from local coaches and players, the concept of 'pop-up' squash shops brings the sport into the retail environment and invites the traditionally difficult to reach target groups in a new way.

“The opportunity will exist to create a relationship with shoppers and provide an easy, non-threatening pathway into regular activity and a new social network.

“Squash is the perfect sport to put in the 'shop window’ as it is played on courts not much bigger than a shop, the experience of picking up a racquet and having a go without the pressure of competition or skill level, provides the public with a real feel for how much fun the activity can be.”

Pioneered in the UK under the banner the Big Hit, pop-up squash courts in shopping centres have given shoppers a chance to try their hand at squash and racket ball with a qualified coach giving free lessons.

Following a trial, interested players are then offered vouchers for free sessions at nearby clubs and facilities.

Commenting on the initiative, England Squash and Racketball Chief Executive Nick Rider stated “we were inundated from shopping centres across the country after our first ‘pop-up’ squash shop was shown on BBC TV.

“The coverage led to the opportunity to have a month-long shop at Westfield Stratford, Europe’s largest shopping centre next to the Olympic stadium in London.”

Steve Amos, the ESR Head of Development who devised the novel promotion to take squash to the public, added “this is the perfect way to utilise empty retail space around the country.

“We are able to reach out to the public in a completely different way and give them the opportunity to try squash.”

World Squash Federation Chief Executive Andrew Shelley added “England have hit upon a new and innovative way to get people into squash, which hopefully will further increase participation in the sport as well as inspire people to lead a healthy and active lifestyle.”

More information on pop-up squash will soon be available on the Squash and Racquetball Victoria website at www.squashvic.com.au

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