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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

The data age

Moving Communities represents a watershed moment in how the public sector is using data to inform strategic decision making. 4global Consulting’s Ed Hubbard reports...

Published in Health Club Handbook 2021 issue 1
Data from Moving Communities showed younger people and males were the first to come back to gyms. / shutterstock/NDAB Creativity
Data from Moving Communities showed younger people and males were the first to come back to gyms. / shutterstock/NDAB Creativity

As soon as government restrictions closed the doors of clubs and leisure centres, it became apparent the industry was in need of emergency funding to ensure facilities could re-open safely and effectively as soon as they were allowed.

To enable this, Sport England secured £100m, provided by the Exchequer via the National Leisure Recovery Fund (NLRF), working with local government and allowing local authorities to support operators when they re-opened.

Through the application process and allocation of funding, it became clear that in order to invest efficiently and report on the effectiveness of this recovery funding, a greater focus and understanding of data was required across the public sector.

So Moving Communities was born, a digital transformation programme designed to bring consistent reporting standards across the sector and to provide data and insight on the recovery and performance. Moving Communities has been working with leisure operators and local authorities, to aggregate live data integrations which are automatically standardised and presented in platforms and graphical reports. For the first time, we have a comprehensive view of operational and financial performance for the public leisure sector.

“Never before has our sector placed such a focus on collecting data and this will be key to the recovery,” says Dr Steve Mann, director at 4global Consulting. “We must ensure the recovery is needs-led and insight-driven, making the most of exciting developments for data collection and analytics capabilities across the sector.”

Transparent understanding
Moving Communities is enabling stakeholders to understand how, why and where people are returning to leisure facilities. The dashboards within the platform can be viewed by both local authority clients and operator delivery partners, ensuring a consistent and transparent understanding and approach to data and reporting.

All local authorities and operators involved in Moving Communities can see the performance of facilities on the platform, which also benchmarks local performance against statistical neighbours and national figures. Infographics and insight reports are also being published regularly, presenting the key sector KPI’s and providing greater depth on specific demographic groups.

As reported in HCM 2021 issue 3, Moving Communities is led by Sport England and delivered by a group of partners including Leisure-net Solutions, the Sport Industry Research Group at Sheffield Hallam University, 4global, Max Associates and Quest, with the delivery model building on the repurposed the National Benchmarking Survey (NBS).

ukactive also plays an important role, building on previous Moving Communities reports and engaging members to ensure comprehensive data supports the growth of the whole sector. All local authorities which benefit from the NLRF funding are part of the Moving Communities service, which benchmarks income, expenditure, participation, social value and the customer experience.

Customer experience has been measured through a national online survey, which is the largest experience survey of its kind undertaken in the sector, with more than 1,000 leisure facilities taking part.

According to Leisure-net director, Mike Hill, the aim is to understand more about behavioural changes and the motivations of participants: “We want more than 50,000 completed customer experience surveys, giving us further feedback on potential barriers and challenges associated with the return to facilities.”

Tracking the recovery
This project represents a step change in the way the sector uses data to demonstrate our impact, or to inform operational planning. The critical need for this was demonstrated during the pandemic, as the industry’s ability to lobby was dependent on the robustness of evidence we could provide. A key objective of Moving Communities is to put regular, compelling insight into the hands of decision-makers, to drive further investment and support.

Throughout the summer and into autumn, as operators and local authorities strive to get back to 2019 levels of usage, Moving Communities will measure and evidence the sector’s recovery from the pandemic. We will see how behavioural and societal changes, such as a greater proportion working from home, affects the longer-term performance of the industry and explore how the pandemic has contributed to health inequalities. This insight will enable time, effort and money to be invested in way which will benefit those communities who need the most help, allowing us to evidence, shape and motivate the nation to get active.

Moving Communities will be a central part of future engagement with the healthcare industry and a tool which enables services to be marketed to new audiences in different ways. What we have seen so far is the tip of the iceberg, with huge potential just under the surface if we continue to develop as a sector.

Photo: Dr Steve Mann © Mark Earthy

"We must ensure the recovery is needs-led and insight driven, making the most of exciting developments for data collection and analytics capabilities across the sector" – Dr Steve Mann, director at 4global Consulting

Photo: Leisure-net

"We want more than 50,000 completed customer experience surveys, giving us further feedback on potential barriers and challenges associated with the return to facilities" – Leisure-net director, Mike Hill

Initial results are now in

Insight from the first six weeks of Moving Communities’ reporting demonstrated the early trends of the demographic profiles of early returners. A greater proportion of male participants have returned, compared to 2019, which is likely to have been driven by restrictions on group exercise. Younger age groups have also shown a higher return rate than older adults.

Early data indicates a greater proportion of participation in leisure centres has come from people in more deprived areas, compared to the same time period in 2019. While there is still higher total participation by those from less deprived areas, the distribution across the Index of Multiple Deprivation deciles is more balanced than before the pandemic.

Facilities involved with Moving Communities can now benchmark their performance / shutterstock/wavebreakmedia
Facilities involved with Moving Communities can now benchmark their performance / shutterstock/wavebreakmedia
Never before has the health and fitness industry had so much data available. / shutterstock/Altrendo Images
Never before has the health and fitness industry had so much data available. / shutterstock/Altrendo Images
https://www.leisureopportunities.co.uk/images/2021/682301_501346.jpg
The rollout of Moving Communities marks a watershed moment for data in the public sector. 4global’s Ed Hubbard talks us through the early insights and the impact this initiative will have
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Catalogue Gallery
Click on a catalogue to view it online
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Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
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Property & Tenders
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Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

The data age

Moving Communities represents a watershed moment in how the public sector is using data to inform strategic decision making. 4global Consulting’s Ed Hubbard reports...

Published in Health Club Handbook 2021 issue 1
Data from Moving Communities showed younger people and males were the first to come back to gyms. / shutterstock/NDAB Creativity
Data from Moving Communities showed younger people and males were the first to come back to gyms. / shutterstock/NDAB Creativity

As soon as government restrictions closed the doors of clubs and leisure centres, it became apparent the industry was in need of emergency funding to ensure facilities could re-open safely and effectively as soon as they were allowed.

To enable this, Sport England secured £100m, provided by the Exchequer via the National Leisure Recovery Fund (NLRF), working with local government and allowing local authorities to support operators when they re-opened.

Through the application process and allocation of funding, it became clear that in order to invest efficiently and report on the effectiveness of this recovery funding, a greater focus and understanding of data was required across the public sector.

So Moving Communities was born, a digital transformation programme designed to bring consistent reporting standards across the sector and to provide data and insight on the recovery and performance. Moving Communities has been working with leisure operators and local authorities, to aggregate live data integrations which are automatically standardised and presented in platforms and graphical reports. For the first time, we have a comprehensive view of operational and financial performance for the public leisure sector.

“Never before has our sector placed such a focus on collecting data and this will be key to the recovery,” says Dr Steve Mann, director at 4global Consulting. “We must ensure the recovery is needs-led and insight-driven, making the most of exciting developments for data collection and analytics capabilities across the sector.”

Transparent understanding
Moving Communities is enabling stakeholders to understand how, why and where people are returning to leisure facilities. The dashboards within the platform can be viewed by both local authority clients and operator delivery partners, ensuring a consistent and transparent understanding and approach to data and reporting.

All local authorities and operators involved in Moving Communities can see the performance of facilities on the platform, which also benchmarks local performance against statistical neighbours and national figures. Infographics and insight reports are also being published regularly, presenting the key sector KPI’s and providing greater depth on specific demographic groups.

As reported in HCM 2021 issue 3, Moving Communities is led by Sport England and delivered by a group of partners including Leisure-net Solutions, the Sport Industry Research Group at Sheffield Hallam University, 4global, Max Associates and Quest, with the delivery model building on the repurposed the National Benchmarking Survey (NBS).

ukactive also plays an important role, building on previous Moving Communities reports and engaging members to ensure comprehensive data supports the growth of the whole sector. All local authorities which benefit from the NLRF funding are part of the Moving Communities service, which benchmarks income, expenditure, participation, social value and the customer experience.

Customer experience has been measured through a national online survey, which is the largest experience survey of its kind undertaken in the sector, with more than 1,000 leisure facilities taking part.

According to Leisure-net director, Mike Hill, the aim is to understand more about behavioural changes and the motivations of participants: “We want more than 50,000 completed customer experience surveys, giving us further feedback on potential barriers and challenges associated with the return to facilities.”

Tracking the recovery
This project represents a step change in the way the sector uses data to demonstrate our impact, or to inform operational planning. The critical need for this was demonstrated during the pandemic, as the industry’s ability to lobby was dependent on the robustness of evidence we could provide. A key objective of Moving Communities is to put regular, compelling insight into the hands of decision-makers, to drive further investment and support.

Throughout the summer and into autumn, as operators and local authorities strive to get back to 2019 levels of usage, Moving Communities will measure and evidence the sector’s recovery from the pandemic. We will see how behavioural and societal changes, such as a greater proportion working from home, affects the longer-term performance of the industry and explore how the pandemic has contributed to health inequalities. This insight will enable time, effort and money to be invested in way which will benefit those communities who need the most help, allowing us to evidence, shape and motivate the nation to get active.

Moving Communities will be a central part of future engagement with the healthcare industry and a tool which enables services to be marketed to new audiences in different ways. What we have seen so far is the tip of the iceberg, with huge potential just under the surface if we continue to develop as a sector.

Photo: Dr Steve Mann © Mark Earthy

"We must ensure the recovery is needs-led and insight driven, making the most of exciting developments for data collection and analytics capabilities across the sector" – Dr Steve Mann, director at 4global Consulting

Photo: Leisure-net

"We want more than 50,000 completed customer experience surveys, giving us further feedback on potential barriers and challenges associated with the return to facilities" – Leisure-net director, Mike Hill

Initial results are now in

Insight from the first six weeks of Moving Communities’ reporting demonstrated the early trends of the demographic profiles of early returners. A greater proportion of male participants have returned, compared to 2019, which is likely to have been driven by restrictions on group exercise. Younger age groups have also shown a higher return rate than older adults.

Early data indicates a greater proportion of participation in leisure centres has come from people in more deprived areas, compared to the same time period in 2019. While there is still higher total participation by those from less deprived areas, the distribution across the Index of Multiple Deprivation deciles is more balanced than before the pandemic.

Facilities involved with Moving Communities can now benchmark their performance / shutterstock/wavebreakmedia
Facilities involved with Moving Communities can now benchmark their performance / shutterstock/wavebreakmedia
Never before has the health and fitness industry had so much data available. / shutterstock/Altrendo Images
Never before has the health and fitness industry had so much data available. / shutterstock/Altrendo Images
https://www.leisureopportunities.co.uk/images/2021/682301_501346.jpg
The rollout of Moving Communities marks a watershed moment for data in the public sector. 4global’s Ed Hubbard talks us through the early insights and the impact this initiative will have
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Latest News
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
Latest News
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
Latest News
A new report by Deloitte, outlining the social and economic value of the global health ...
Latest News
Barry’s has entered the world of retail, opening a studio in the new Flannels flagship ...
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Featured supplier news
Featured supplier news: Fitness industry to gather at Sibec Europe-UK in Portugal this September
Questex’s iconic event Sibec Europe-UK – known as Europe’s leading hosted buyer event for the fitness industry – will take place from 27-30 September at the Anantara Vilamoura Algarve Resort, in Portugal.
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Mindbody, Inc
Company profiles
Company profile: Premier Software Solutions Ltd
Premier Software was founded in 1994 and is a privately-owned UK-based company with Mark Johnson ...
Company profiles
Company profile: miha bodytec
Founded in 2007 in Gersthofen, Germany, miha bodytec is the market-leading supplier of Electro Muscle ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Management software
Premier Software Solutions: Management software
Skincare
Sothys: Skincare
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
On demand
Fitness On Demand: On demand
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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