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insight


The second Moving Communities report presents a snapshot in time for leisure facility operators; a data-driven overview of the leisure landscape and its consumers, right now.


ASKED to predict the most popular group workout in the UK, many of us would opt for tried and tested staples of the fitness scene – Pilates, yoga or perhaps Body Pump. But in fact, a new report, released in July by ukactive and the DataHub, identifies indoor cycling as the most popular group workout in the UK – for the third year running. Moving Communities: Active Leisure Trends


2018 is a new study, which paints a picture of how the activity industry is evolving, year on year. The report reveals group cycling makes up 13 per cent of attended exercise classes, compared to Pilates (seven per cent) and yoga (six per cent). In the report, ukactive and DataHub explore


four key areas: who’s using leisure centres, when they’re using them, what they’re doing and how this differs across key customer segments. It looks at trend data from the last three years to investigate how the sector is changing and offers an accurate overview of the leisure landscape.


facing the facts Moving Communities uses data from more than three million customers and 150 million individual visits across 396 leisure centres (up on 315 sites last year) over the past three years. The data has been collected from the membership management systems of leisure centre operators, then processed and standardised by the DataHub to provide a previously unattainable level of insight. “Historically, operators have been forced to


base major business decisions on guesswork, straw polls and surveys,” says Chris Phillips,


head of sales at the DataHub. “Data – once our sector’s biggest weak spot –


is fast becoming our greatest weapon. The second Moving Communities report gives the industry valuable, credible and actionable insight, helping operators and delivery partners to make data-driven business decisions moving forwards.” So what does Moving Communities 2018


reveal? Total membership across the 396 sites dipped slightly (down three per cent) from 2017-18, but the total number of members still exceeded two million (2,004,324), suggesting demand for local leisure centres remains constant. The gender split remains unchanged


for the third year in a row, with females representing 52 per cent of all members. Over the last three years, 81 per cent of all


visits have been for three core activities – swimming, fitness (gym visits) and group workouts. The most deprived 10 per cent of England


continues to have the lowest percentage of overall leisure centre members (six per cent in FY18). The least deprived 10 per cent now have 14 per cent of overall members, up from 13 per cent in FY17. Although these are only marginal changes, this trend should be carefully monitored to ensure access to sport and leisure is available to those of all economic backgrounds.


Badminton is the most popular sport for members under the age of 75


pactfacilities.co.uk 17


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