“If children stop enjoying sport then we have failed.
We need to listen hard to what they think makes sport worth staying for.”
Sport for young People.
Insight for Change.
We exist to help sport sport organisations understand youth culture, behaviour and belonging and in doing so shift conversations and advocate for better experiences.
Kin & Kind was started to help sport build a culture of care, belonging and integrity through the inside out (an insight-out approach). We deliver research and insight to help improve youth experience, inclusion, and culture within sport.
INCLUSION | ACCESS | YOUTH EXPERIENCE
Why Kin & Kind exists
I’ve seen kids sworn at & shouted at on the sideline.
I’ve seen kids pushed out of a sport they used to love.
I’ve witnessed children crying on the sideline and benched because they made a mistake.
I’ve seen NGBs create programmes that have high ideals but missing buy-in.
I’ve spoken to volunteers who feel burnt out and seen those who can’t let go.
I’ve seen the cost to athletes chasing the elite sporting dream.
I’ve seen girls stop playing because they are bleeding.
We can do better.
If our youth forget the fun of being active and they drop out or disengage, then we, the grown ups, have got it wrong.
Let’s understand what really shapes culture, behaviour, and experience, for young people and go beyond surveys and surface‑level insight. Kin & Kind exists to bring depth, clarity, and humanity to the questions sport organisations struggle with most.
1. We run qualitative (and quant if you need it) research that gets beneath the surface of culture, motivation, and lived experience
2. We translate insight into action, giving leaders practical ways to improve inclusion, retention, and wellbeing
3. We understand grassroots sport and the realities of volunteers, coaches and young people
4. We create space for honest conversations that organisations can trust
Kin & Kind is for organisations who want to build sport environments where young people feel they matter and genuinely heard
What this looks like in practice
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Research & Insight
Qualitative studies, interviews and workshops that surface lived experience and youth voice
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Culture & Behaviour Diagnostics
Deep dives into values, norms and behaviours to understand what’s really shaping your environment.
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Inclusion & Youth Experience Strategy
Turning insight into practical plans, priorities and pilots that improve experience and belonging.
Sport isn’t a level playing field.
Opportunities and experiences differ based on things like:
gender
geography
affordability
physical ability
infrastructure
family dynamics
confidence
The visible aspects of sport and infrastructure are often geared around elite and well funded spectacles. Sports organisations need to deeply understand the experiences of those in grassroots, community environments to design behaviour‑led, grassroots‑driven solutions that grow participation, improve retention, and create safer, more inclusive cultures.
By diving deep into these differences, your programmes, policies and environments are less likely to work better for some young people than others.