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Digital Futures Report

The Digital Futures Report shows that operators are investing in digital strategy

January 11, 2024

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The Digital Futures Report released last month is now in its third year of consultation with the fitness and leisure sector. The report has given the most comprehensive picture yet of digital maturity across 204 leisure and sports organisations.

The key findings are as follows:

  • Five operators have reached ‘digital leader’ status, with a score of 80% or more
  • Operators taking part for the 2nd or 3rd time were scoring higher, with an average of 57% digital maturity
  • Leisure, fitness, and sports organisations achieved the score of ‘Digital Experimenter’, showing rapid advances but that their missing investment, goal alignment and rapid advances
  • The consultation now includes additional questions about emerging technologies, such as AI and their environmental impact


The report has also made recommendations as to how they can ensure inclusion and accessibility in digitalisation for the benefit of all individuals.

To find out more, see here.

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