GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Active IQ
Active IQ
Active IQ
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Policy: Moving communities

A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports

Published in Health Club Management 2021 issue 3
Moving Communities will help the sector to demonstrate how it contributes to local communities / NDAB Creativity/SHUTTERSTOCK
Moving Communities will help the sector to demonstrate how it contributes to local communities / NDAB Creativity/SHUTTERSTOCK
The new monitoring and evaluation tool will analyse participation at public leisure facilities and provide insight into the sector’s performance, sustainability and social value

The Moving Communities monitoring and evaluation tool has been launched by Sport England, to enable decision-makers to understand the impact of the government’s £100m National Leisure Recovery Fund in helping public sector sports, fitness and recreation facilities recover from the COVID-19 crisis.

Moving Communities will also create an evidence base for local and national decision-making.

Who’s running Moving Communities?
A group of partners – including Leisure-net Solutions, the Sport Industry Research Group at Sheffield Hallam University, 4global, Max Associates and Quest – have repurposed the National Benchmarking Survey (NBS), which provides critical data on the performance of leisure facilities, to measure the impact of the National Leisure Recovery Fund.

Known as Moving Communities, the new monitoring and evaluation tool will analyse participation at public leisure facilities and provide insight into the sector’s performance, sustainability and social value.

The data will help local authorities, leisure providers and policymakers support the recovery of public gyms and leisure centres and will be used to inform future investment and policy decisions, with the aim of strengthening communities and improving the nation’s health and wellbeing.

Who’ll take part?
All local authorities benefiting from the funding will be required to take part in the monitoring, which will benchmark income, expenditure, participation, social value and the customer experience. A small number will also go through Quest Prime.

Customer experience will also be measured through a national online survey, which will be the largest experience survey of its kind undertaken in the sector, with more than 1,000 leisure facilities taking part, engaging with a potential sample of 50,000 – 100,000 consumers.

In addition to providing data about the people using publicly-owned sport, fitness and recreation facilities, how they’re using them and how often, Moving Communities will evidence the social value of the sector.

Will the findings be shared?
Participating local authorities will have access to Moving Communities dashboards, which can be used to inform and evidence local decisions, while a quarterly overview will be published to provide insights for providers.

“Moving Communities will demonstrate the value and impact of the sector as it emerges from the pandemic, at the time when it’s needed most,” says Dave Monkhouse, director of customer insight firm, Leisure-net, which is leading the delivery of the service on behalf of Sport England.

“The data will show who’s performing well, how and why. This will be shared with other local authorities, to help the sector recover from the crisis.”

Q&A: Mike Hill
HCM drills into the detail of Sport England’s Moving Communities initiative with leisure-net’s Mike Hill
What does this mean for the sector?

Moving Communities is a once in a lifetime opportunity for the industry to gather data, insight and intelligence on a sector-wide scale, helping to inform key decisions that will shape the way we operate in the challenging years to come.

This opportunity has come about off the back of evaluation and monitoring for the National Leisure Recovery Fund, but can develop into something important and valuable for the sector.

For the first time this will give us a clear picture, across most local authorities in England, of how leisure centres are performing in terms of finance, participation, the customer experience and the social value they bring to their communities.

Operators will be able to compare their performance against national averages and wider data sets. It’s going to be a step change in terms of the breadth and depth of understanding we have about the active leisure sector.

Will the results impact funding going forward?

The insight that Moving Communities will give us will be a valuable part of “making the case” for future local leisure provision, not only from a national government point of view, but also Sport England’s and individual local authorities’.

It’s not only about how fast customers return and in what numbers, but also who comes back. The last 12 months have exaggerated many existing inequalities in the country and we need to ensure that hard to reach groups – who were often relatively inactive prior to COVID-19 – are not left behind even more, increasing the activity and health gap even further.

Will you compare the types of offering against the results and if so, how will this work?

The Moving Communities initiative will help to provide insight into the sector’s recovery from COVID-19. For example, it will investigate whether certain demographics are coming back to their local centres more than others and establish what best practice looks like and how we can share it.

We know from previous research, carried out by Leisure-net, that people in older age groups and women are generally more concerned about returning, and have more of a focus on cleanliness and other safety protocols, so it’s essential that operators and local authorities find out very quickly, whether their re-opening systems and processes are up to standard and giving returning customers the confidence they need.

As part of this, certain sites will also be undertaking Quest Prime – the new version of Quest – which is offering operators a tool to measure their readiness and standards against national performance levels. It’s also important to share best practice, so all the findings will be made available nationally on a quarterly basis, through a series of reports and webinars.

Will the data be anonymised, or will it be possible to see the performance of individual facilities?

Local authorities and their operators will be able to see their data and KPIs for their own sites, and compare them against national benchmarks using a series of filters. All data will be anonymised and amalgamated centrally in order to produce these valuable benchmarks and the overall national picture.

How has your research been designed to ensure operators can effect change based on the results?

The Moving Communities Customer Experience Survey will be the largest of its kind ever carried out in the sector. Each local authority and operator will be able to see their results on a site by site basis and compare them with the rest of the sector.

The survey has key questions in it, such as Net Promoter Score, the new Customer Confidence Indicator and Overall Satisfaction, as well as new sets of questions looking at the value that customers feel their local centres deliver in terms of their activity levels and wellbeing, and their future plans for activity.

With the change of activity patterns over the last 12 months, insight into customers’ attitudes and perceptions will be more critical than ever to service providers.

What role will the partners play?

Leisure-net is the lead partner in the consortium, we’ll manage the overall programme, including communications and education/feedback to the sector.

4global is leading on the data collection and reporting elements and building the new Moving Communities platform, while Sheffield Hallam University’s Sports Industry Research Centre is bringing academic rigour to the process and will also be producing the quarterly sector reports.

Management consultancy, Max Associates, is focusing on keeping the initiative aligned with what’s happening on the ground with local authorities and public sector provision. Finally, Right Directions is leading on Quest Prime, the operational/quality check within the process – a key element of the study.

More: www.movingcommunities.org

Participation will be monitored across all age groups / karelnoppe/SHUTTERSTOCK
The monitoring will create an evidence base to help demonstrate the value of the leisure sector / Merla/SHUTTERSTOCK
https://www.leisureopportunities.co.uk/images/2021/68248_140637.jpg
Sport England’s new monitoring and insight study will track the impact of the National Leisure Recovery Fund and its impact on communities
HCM magazine
Katie Lewis and Lindsey Simpson co-founded Workplace Mental Wealth to drive workforce change in the health and fitness industry. Liz Terry talks to Lewis about their first research study – the Fitness and Active Leisure Workforce State of Mind Survey – and the launch of The Good Work Pledge
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
New tax laws will hit the UK fitness sector in early April, changing the way freelance PTs are legally classified for income tax and national insurance, as Abi Harris reports
HCM Magazine
Supplier showcase
Hussle’s new Membership Conversion Service proactively turns Hussle customers into direct club members, encouraging them to join clubs they attend regularly
HCM Magazine
Reopening
Policing the rules, even if it means losing members, will be crucial to building trust as health clubs reopen, Paul Roberts tells Kath Hudson
HCM Magazine
Insight
How will digital, gyms and live fitness mesh to create a new customer offering in health clubs? Phillip Mills, executive director of Les Mills, shares his views
HCM Magazine
Sponsored
The University of Stirling has transformed its fitness offering with world-class performance sport and fitness facilities powered by Technogym
HCM Magazine
Wellness
The team manager of Mahindra Racing talks to Kate Cracknell about creating a new corporate culture in a competitive world – one that places employee wellbeing first
HCM Magazine
Editor's letter
As health clubs around the world start reopening, controlling COVID-19 – while also delivering a great service to customers – must be an obsession for everyone in the sector
HCM Magazine
Sponsored
Denbighshire Leisure is creating a range of new and unforgettable member experiences. MD, Jamie Groves, explains how a partnership with Technogym and Alliance Leisure has led to the creation of a raft of new offerings
HCM Magazine
Latest News
Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
Latest News
A major new initiative will look to strengthen and unite the fitness industry's voice in ...
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Featured supplier news
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
Precor: Fitness equipment
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Red Light Therapy
 Red Light Rising: Red Light Therapy
Spa software
SpaBooker: Spa software
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Policy: Moving communities

A new tracking tool, called Moving Communities, will assess the impact of the UK’s £100m National Leisure Recovery Fund, as well as evaluating the contribution public sector facilities make to their local communities, as HCM reports

Published in Health Club Management 2021 issue 3
Moving Communities will help the sector to demonstrate how it contributes to local communities / NDAB Creativity/SHUTTERSTOCK
Moving Communities will help the sector to demonstrate how it contributes to local communities / NDAB Creativity/SHUTTERSTOCK
The new monitoring and evaluation tool will analyse participation at public leisure facilities and provide insight into the sector’s performance, sustainability and social value

The Moving Communities monitoring and evaluation tool has been launched by Sport England, to enable decision-makers to understand the impact of the government’s £100m National Leisure Recovery Fund in helping public sector sports, fitness and recreation facilities recover from the COVID-19 crisis.

Moving Communities will also create an evidence base for local and national decision-making.

Who’s running Moving Communities?
A group of partners – including Leisure-net Solutions, the Sport Industry Research Group at Sheffield Hallam University, 4global, Max Associates and Quest – have repurposed the National Benchmarking Survey (NBS), which provides critical data on the performance of leisure facilities, to measure the impact of the National Leisure Recovery Fund.

Known as Moving Communities, the new monitoring and evaluation tool will analyse participation at public leisure facilities and provide insight into the sector’s performance, sustainability and social value.

The data will help local authorities, leisure providers and policymakers support the recovery of public gyms and leisure centres and will be used to inform future investment and policy decisions, with the aim of strengthening communities and improving the nation’s health and wellbeing.

Who’ll take part?
All local authorities benefiting from the funding will be required to take part in the monitoring, which will benchmark income, expenditure, participation, social value and the customer experience. A small number will also go through Quest Prime.

Customer experience will also be measured through a national online survey, which will be the largest experience survey of its kind undertaken in the sector, with more than 1,000 leisure facilities taking part, engaging with a potential sample of 50,000 – 100,000 consumers.

In addition to providing data about the people using publicly-owned sport, fitness and recreation facilities, how they’re using them and how often, Moving Communities will evidence the social value of the sector.

Will the findings be shared?
Participating local authorities will have access to Moving Communities dashboards, which can be used to inform and evidence local decisions, while a quarterly overview will be published to provide insights for providers.

“Moving Communities will demonstrate the value and impact of the sector as it emerges from the pandemic, at the time when it’s needed most,” says Dave Monkhouse, director of customer insight firm, Leisure-net, which is leading the delivery of the service on behalf of Sport England.

“The data will show who’s performing well, how and why. This will be shared with other local authorities, to help the sector recover from the crisis.”

Q&A: Mike Hill
HCM drills into the detail of Sport England’s Moving Communities initiative with leisure-net’s Mike Hill
What does this mean for the sector?

Moving Communities is a once in a lifetime opportunity for the industry to gather data, insight and intelligence on a sector-wide scale, helping to inform key decisions that will shape the way we operate in the challenging years to come.

This opportunity has come about off the back of evaluation and monitoring for the National Leisure Recovery Fund, but can develop into something important and valuable for the sector.

For the first time this will give us a clear picture, across most local authorities in England, of how leisure centres are performing in terms of finance, participation, the customer experience and the social value they bring to their communities.

Operators will be able to compare their performance against national averages and wider data sets. It’s going to be a step change in terms of the breadth and depth of understanding we have about the active leisure sector.

Will the results impact funding going forward?

The insight that Moving Communities will give us will be a valuable part of “making the case” for future local leisure provision, not only from a national government point of view, but also Sport England’s and individual local authorities’.

It’s not only about how fast customers return and in what numbers, but also who comes back. The last 12 months have exaggerated many existing inequalities in the country and we need to ensure that hard to reach groups – who were often relatively inactive prior to COVID-19 – are not left behind even more, increasing the activity and health gap even further.

Will you compare the types of offering against the results and if so, how will this work?

The Moving Communities initiative will help to provide insight into the sector’s recovery from COVID-19. For example, it will investigate whether certain demographics are coming back to their local centres more than others and establish what best practice looks like and how we can share it.

We know from previous research, carried out by Leisure-net, that people in older age groups and women are generally more concerned about returning, and have more of a focus on cleanliness and other safety protocols, so it’s essential that operators and local authorities find out very quickly, whether their re-opening systems and processes are up to standard and giving returning customers the confidence they need.

As part of this, certain sites will also be undertaking Quest Prime – the new version of Quest – which is offering operators a tool to measure their readiness and standards against national performance levels. It’s also important to share best practice, so all the findings will be made available nationally on a quarterly basis, through a series of reports and webinars.

Will the data be anonymised, or will it be possible to see the performance of individual facilities?

Local authorities and their operators will be able to see their data and KPIs for their own sites, and compare them against national benchmarks using a series of filters. All data will be anonymised and amalgamated centrally in order to produce these valuable benchmarks and the overall national picture.

How has your research been designed to ensure operators can effect change based on the results?

The Moving Communities Customer Experience Survey will be the largest of its kind ever carried out in the sector. Each local authority and operator will be able to see their results on a site by site basis and compare them with the rest of the sector.

The survey has key questions in it, such as Net Promoter Score, the new Customer Confidence Indicator and Overall Satisfaction, as well as new sets of questions looking at the value that customers feel their local centres deliver in terms of their activity levels and wellbeing, and their future plans for activity.

With the change of activity patterns over the last 12 months, insight into customers’ attitudes and perceptions will be more critical than ever to service providers.

What role will the partners play?

Leisure-net is the lead partner in the consortium, we’ll manage the overall programme, including communications and education/feedback to the sector.

4global is leading on the data collection and reporting elements and building the new Moving Communities platform, while Sheffield Hallam University’s Sports Industry Research Centre is bringing academic rigour to the process and will also be producing the quarterly sector reports.

Management consultancy, Max Associates, is focusing on keeping the initiative aligned with what’s happening on the ground with local authorities and public sector provision. Finally, Right Directions is leading on Quest Prime, the operational/quality check within the process – a key element of the study.

More: www.movingcommunities.org

Participation will be monitored across all age groups / karelnoppe/SHUTTERSTOCK
The monitoring will create an evidence base to help demonstrate the value of the leisure sector / Merla/SHUTTERSTOCK
https://www.leisureopportunities.co.uk/images/2021/68248_140637.jpg
Sport England’s new monitoring and insight study will track the impact of the National Leisure Recovery Fund and its impact on communities
Latest News
Health clubs, leisure centres and studios in England have opened today (12 April) for the ...
Latest News
A major new initiative will look to strengthen and unite the fitness industry's voice in ...
Latest News
A parliamentary report is calling for a £3bn intervention fund to build back better health ...
Latest News
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), ...
Latest News
Adults suffering from chronic pain should be advised to take exercise, rather than be prescribed ...
Latest News
As health clubs and fitness studios in England are counting the hours down to reopening ...
Latest News
Empowered Brands, the franchise investment business that acquired énergie Fitness out of a CVA in ...
Latest News
John Treharne, founder of The Gym Group, and Jana Havrdová, president of the Czech Chamber ...
Latest News
Questex, owner of industry buyer event, Sibec EU, has announced it will partner with FIBO ...
Latest News
Les Mills has come up with an ingenious solution to get around the pandemic travel ...
Latest News
At-home fitness giant Peloton has officially completed the acquisition of equipment provider Precor, in a ...
Featured supplier news
Featured supplier: What does a socially distanced leisure centre and health club look like?
The world has had to get used to social distancing in 2020 and any business operating in the leisure and hospitality sectors has had to face this challenge more than most.
Featured supplier news
Featured supplier: Primal Strength bolsters Scottish expansion with Matrix Fitness distribution win
Matrix Fitness has announced an exclusive partnership with Primal Strength to target an increased strategic focus on the Scottish market.
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Company profiles
Company profile: Core Health & Fitness
Core Health & Fitness offers the commercial health and fitness club marketplace an unmatched portfolio ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
Precor: Fitness equipment
Exercise equipment
Pendex Fisio S.L.: Exercise equipment
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Red Light Therapy
 Red Light Rising: Red Light Therapy
Spa software
SpaBooker: Spa software
Property & Tenders
Hillingdon
Hillingdon Borough Council
Property & Tenders
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Active IQ
Active IQ