Football is the most frequently played sport

accounting for one in three sport based visits. This includes all forms of the sport including 5 a side, outdoor and walking. This was followed by badminton, squash, tennis and climbing.

members vs casual users In 2017, 40 per cent of visits to leisure centres were made by casual users. Yet, they use the centres distinctly differently to members with half of casual users visiting the centres to go swimming, which compares to less than a quarter of members. Fitness visits for casual users (visiting the gym) are also far lower than those of members, with just four per cent of visits being for this purpose compared to 27 per cent for members. Casual users are also more likely to play a specific sport, with 31 per cent of visits to leisure centres being for a sport based activity. Members are less likely to visit for sport

based activity, with a total of 16 per cent of visits being to play a sport outside the core three activities of swimming, group workouts and fitness (gym visits).

The specific sports that members and non

members play also differs, with football by far the most popular for non members. This makes up nearly half of sport related visits for non members. For members, badminton is the most popular sport making up 32 per cent of visits. Football and squash both make up over 10 per cent of visits for members. There are a few sports that are far more

frequently played by casual users than members. Aside from football, these include trampolining, bowls and climbing. “As more and more operators join the

DataHub platform they are gaining access to unparalleled levels of insight around prevailing market trends, which is vital in designing and delivering facilities which meet consumer demand and are fit for purpose,” says Steven Ward, CEO of ukactive.

“What’s more, the platform places operators

on a much stronger footing to attract investment by virtue of possessing more insightful market data – a common stumbling block at present. Data, once our sector’s biggest blind spot, is fast becoming our strongest asset and those harnessing the power of the DataHub now have a comprehensive overview of who their customers are and exactly what they want.”


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