AUSTRALIAN

TAEKWONDO
Strategic Plan 2021-2024
OPTIMISING OUR STRATEGY
Australian Taekwondo in consultation with its Board, Staff and State Sporting Organisation
partners, have developed a Strategic Plan for 2021-2024

It is designed to lead Taekwondo – martial arts Our plan includes:

and sport in Australia to future growth and
• Our Vision
success.
The formation of this strategic plan was not only • Our Mission
about looking forward – we wanted to put our
• Our Strategic Pillars
people (participants, coaches, instructors,
referees, volunteers, administrators & Boards) at & Priority Projects
the centre of all decision making and for those • Optimising Our Strategy
decisions to be informed by data and evidence, as
well as our rich history and our traditions.
This process has led us to develop a new mission
and vision, that reflects our opportunities to think
nationally and act locally, where we can connect
with our communities to achieve improved
outcomes in diversity, inclusion, health and
wellbeing, social cohesion and performance.

Australian Taekwondo strategic plan

OUR VISION

Taekwondo
connecting
everybody

Australian Taekwondo strategic plan

OUR MISSION
Grow Taekwondo in Australia as the
leading martial art, sport and
ultimately way of life by taking a
holistic approach to improve physical
and mental health, creating a culture
of connection, inclusion, embracing
diversity and fostering a sense of
belonging.

Australian Taekwondo strategic plan

OUR STRATEGIC PILLARS
TRANSFORM ENERGISE GROW CONNECT EMPOWER

TRANSFORM ENERGISE OUR GROW OUR CONNECT OUR EMPOWER OUR

OUR BRAND MEMBERSHIP PARTICIPATION NATIONAL PEOPLE &
Our transformed Our re-energised Our plan for PROGRAMS & CULTURE
brand reflects membership participation PATHWAYS Our leadership,
our culture, offers services growth positions Our connected people & culture
drives our digital and products states, clubs and national empower,
roadmap and that meet the participants at programs and support &
celebrates diverse needs of the heart of all pathways are recognise staff
Taekwondo as a our community. decision making. delivered in and volunteers
martial art & collaboration across our
sport. with our clubs community.
and states to
ensure
sustainability.

Australian Taekwondo strategic plan

TRANSFORM OUR BRAND
Our transformed brand reflects our culture,
drives our digital roadmap & celebrates
Taekwondo as a martial art & sport.

Australian Taekwondo strategic plan

TRANSFORM OUR BRAND

Priority Projects What does success look like

• Develop a Brand Strategy that • increased growth in commercial
reflects who we are as a martial art revenue.
and sport and supports us to deliver
on our Strategic Plan. • growth in connection through digital
and brand awareness.
• Deliver a National Digital,
Communications and Sponsorship • growth in engagement with our
Plan - to build the profile of competitions and events (including
Taekwondo; and to strengthen its participants & fans at events, live
stakeholder relationships and streaming & social channels).
financial foundations
• Agree our collective approach to
advocacy and government relations.
• Construct a compelling event
structure – to raise our profile and
grow our audience through
innovative and engaging events
competition formats.

Australian Taekwondo strategic plan

ENERGISE OUR MEMBERSHIP
Our re-energised membership offers services
& products that meet the diverse needs of our
community.

Australian Taekwondo strategic plan

ENERGISE OUR MEMBERSHIP

Priority Projects What does success look like

• Deliver a re-imagined value • Increasing our membership reach to:
proposition to members (current &
• Members
new) inclusive of development
(coaches, referees, instructors & • Participation connections or
clubs) and ways to recognise the registrations
contribution of our volunteers. • Clubs
• Proactively attract, support and retain
participants through flexible,
affordable and enjoyable products
• Increase diversity & inclusion by
developing a process to facilitate and
connect participants to clubs in their
local communities.

Australian Taekwondo strategic plan

GROW OUR PARTICIPATION
Our plan for participation growth positions
states, clubs & participants at the heart of all
decision making.

Australian Taekwondo strategic plan

GROW OUR PARTICIPATION

Priority Projects What does success look like

• Establish innovative partnerships to • Increasing our participation reach to:
deliver growth in participation
• Participants (AUSPlay data)
programs - innovate our delivery
models, increase inclusion and • Participants (sporting schools' data)
enhance participant experience. • Participants (Clubs)
• Support Clubs to become more
sustainable and leverage the
opportunity to have a positive impact
across our diverse communities –
health & wellbeing, social cohesion &
connection and performance.
• Deliver contemporary, fit for purpose
education and development
frameworks for both coaches and
referees.

Australian Taekwondo strategic plan

CONNECT OUR NATIONAL
PROGRAMS & PATHWAYS
Our connected national programs and
pathways are delivered in collaboration with
our clubs and states to ensure sustainability.

Australian Taekwondo strategic plan

CONNECT OUR NATIONAL PROGRAMS & PATHWAYS

Priority Projects What does success look like

• Develop a national performance • A national performance framework –
framework to connect our national with agreed operating model.
programs & pathways – delivering
access to appropriate competition • Increasing our representation at
opportunities and supporting benchmark events to:
sustainable success.
• Meeting benchmark criteria at
• Increase diversity and inclusion nationals
across our people working in national
programs & pathways - proactively • Meeting benchmark criteria at
identify, develop and support international events
participants, coaches and referees to
progress and succeed.
• Deliver a world leading sustainable
pathway plan - in collaboration with
our clubs deliver pathways support to
our athletes and coaches aligned to
our pathway plan.

Australian Taekwondo strategic plan

EMPOWER OUR PEOPLE
& CULTURE
Our leadership, people and culture empower,
support and recognise staff and volunteers.

Australian Taekwondo strategic plan

EMPOWER OUR PEOPLE & CULTURE

Priority Projects What does success look like

• Secure additional investment to build
the capability and capacity of our
people – staff, stakeholders and
volunteers
• Develop a national delivery plan –
identifying opportunities for
improved efficiencies, shared
resourcing and aligned events and
competitions as a whole community
both nationally, at state level and
locally.
• Develop an Alumni network (athletes,
coaches & others) and engagement
plan to leverage strategically aligned
to key priorities in our Strategy.

Australian Taekwondo strategic plan

OPTIMISING OUR STRATEGY
The success of the strategy will be reliant on strong foundations in governance and
collaboration in delivery with our key stakeholders – the states and clubs. The priority
projects will be aligned to two key time horizons, with opportunities for reflection and
review annually.

STAKEHOLDERS GOVERNANCE TIME HORIZONS

Implement pragmatic, clear and
achievable communication and
engagement plans with
stakeholders.
Identify clear opportunities across
all levels of the organisation
including Board, CEO and staff,
establishing timelines & key areas
of focus based on role.
Work with the Board to deliver fit The strategy will be delivered over
for purpose governance and 2 clear time horizons:
leadership across the organisation March 2021 – February 2022
– systems, processes and reporting.
March 2022 – February 2024
Increase transparency across
governance, leadership and
decision making with stakeholders.

Australian Taekwondo strategic plan

We invite you to consider the plan, and to let
us know if there’s anything that’s particularly
important for you on behalf of the club
and community you serve.

Chief Executive Officer Customer Services Manager Participation Manager

Ms Heather Garriock Mr Hugh Eagling Mr Ben Exton
Mobile: +61 419 922 545 Tel: 1300 853 287 Mobile: +61 404 111 592
Email:ceo@austkd.com.au Email:admin@austkd.com.au Email:participation@austkd.com.au