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Digital Futures

Digital Futures report from ukactive and Sport England shows need for digital revolution in fitness and leisure

January 18, 2022

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The Digital Futures report is a collaborative venture by ukactive and Sport England, aiming to help the fitness and leisure industry improve its digital capacity. The report draws from the gap in skills they identified and provides strategies for improvement.

Following a three-month consultation with both public and private operators, The Digital Futures Report will now be released annually. The report has been supported by ukactive strategic partners Gladstone, Myzone, and EGYM.

The goal is to improve the application of digital by all fitness and leisure operators. The initial consultation in the UK was completed by 44 organisations, representing more than 1000 facilities in the UK.

The key finding of the report was that around 30% of operators had no digital strategy. Nearly 90% admitted that their strategy had not been updated, wasn’t achievable, complete, or ambitious enough.

Huw Edwards, CEO of ukactive added:

“Thanks to the support of Sport England and our strategic partners, for the first time, we have been able to conduct a detailed digital consultation with operators across the UK and provide a benchmark for our sector’s progress.

Digital strategies and skills will play a critical role in gyms, pools, and leisure centres delivering on our shared ambition for a more active population.

The Digital Futures report makes the irrefutable case for accelerating digital strategies and skills at all levels of our workforce, from the boardroom to the gym floor, and we are committed to working with our partners and members to take our sector to the next level.”

For more information on the findings of this report, see here.


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