The Outdoor Industries Association (OIA), the British trade organization, has won a lottery award from Sport England that will enable it to fund a new market research project. The aim is to provide a better understanding of the outdoor physical activity market. The initial phase of the project will be completed by January 2015 and the findings will be shared with the industry. It will pull together existing research and the latest information to provide in-depth analysis on the market – to identify market gaps and ultimately increase regular outdoor sports participation around the country.