ukactive's presentation from the Autumn 2017 Sales & Retention Convention

1. Moving Communities:
Active Leisure Trends
2017 Report

3. We grow and stimulate the value of physical activity to society as a whole – social, political, economic,
health, consumer, financial.
We champion the fun and enjoyment that being active can bring.
We challenge inactivity wherever we find it.
From cradle to grave.
Agnostic about how, as long as people move.
 Working with over 4,000 members & stakeholders across the UK – from public, private and third
sectors who all want to get the UK moving
 Facilitating big impact partnerships
 Profiling, sharing and celebrating best practice
 Supporting innovation & development
 Providing & sharing research and insight
 Campaigning

4. The DataHub is a repository for sport and leisure data, integrated and enhanced through a
suite of participation and business intelligence modules, accessed anywhere via a single online
portal.

5. Moving Communities: Active Leisure Trends is a collaborative
report created by ukactive & DataHub
315 sites across UK
3 million memberships
130 million visits

6. The report provides insight into some of the key trends that have occurred in the sector
over the past two years
Who is using leisure
centres?
When are they using them?
What are they doing?

7. Who?
• Data from 3 million customer memberships from the last two financial years has been analysed
FY16 1,638,253FY16
1,638,253
FY17
1,785,854
+9%
TOTAL MEMBERSHIP OF SAMPLE
• Increase of 9% in member numbers from FY16 to FY17

8. Who: male or female?
• Same breakdown over past two years- 52% of members are female
• This distribution is unchanged over the last two years
52%
48%
Female
Male

9. Who: how old are users?
Age FY17 UK average
16-24 21% 14%
25-34 25% 17%
35-44 19% 16%
45-54 16% 17%
55-64 10% 14%
65-74 7% 12%
75+ 2% 10%
• Looking at all adult members aged over 16 the mean age is 39 years 4 months (slight decrease from
previous year)
• Most prominent difference against UK wide distribution is under representation of those aged 65+
0%
5%
10%
15%
20%
25%
30%
16-24 25-34 35-44 45-54 55-64 65-74 75+
FY17 UK Average

10. Who: ethnicity?
Ethnicity FY17 UK average
White 74% 86%
Asian 13% 8%
Black 8% 3%
Mixed 4% 2%
Other 1% 1%
• More than 500,000 adult members recorded their ethnicity
• Leisure centre members are a more ethnically diverse group than the overall UK average
• Distribution unchanged over last two years
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
White Asian Black Mixed Other
FY17 UK average

11. Who: deprivation?
IMD FY17
1 8%
2 10%
3 10%
4 9%
5 9%
6 10%
7 9%
8 10%
9 11%
10 14%
• The highest percentage of members (14%) are in the least
deprived 10% of the country.
• Still barriers to exercise for those from the most deprived areas
The postcode of over 2.5 million members has been matched to an index of social deprivation. This
is a government tool which measures the relative deprivation of a local area using the following
factors:
> Income Deprivation
> Health Deprivation and Disability
> Crime
> Education, Skills and Training Deprivation
> Barriers to Housing and Services
> Employment Deprivation

12. When: day of the week
• Data from a total of 150 million individual visits since 2015
• These visits are made up of two elements:
> Members
> Pay as you go users
Most popular day:
Tuesday (16%)
Least popular day:
Saturday (11%)
• Underuse of facilities at weekends

13. When: time of the day
• Time of day data collected from a total of 85 million individual visits since 2015
Most popular times: 9am
& 6pm
Least popular times:
9pm onwards
Time Slot % visits
Early Morning (pre 9am) 12%
Late Morning (9am-12pm) 26%
Early Afternoon (12pm-3pm) 18%
Late Afternoon (3pm- 6pm) 18%
Early Evening (6pm- 9pm) 24%
Late Evening (9pm onwards) 2%

14. When: variations in weekdays and weekends
• At weekends, visits in the early evening
(from 6pm onwards) virtually disappear
• Visits in the 6-9pm slot fall from a figure of
29% of all visits across weekdays to 5%
of all visits at weekends
• They are instead replaced by visits in the
9am-12pm and 12pm-3pm slots

15. When: variations in gender
• There is a clear spike in visit numbers for
females in the late morning slot (9am-
12pm).
• Visits by males are spread more evenly
throughout the day, with the later time
slots of 3pm-6pm and 6pm-9pm proving
the most popular

16. When: variations in age
• This data only includes members, as
age data is not collected when casual
users visit facilities.
• Only 7% of visits from the 75+ age
group occur at the weekend, compared
to 22% for the 35-44 year age group.

17. What:
• Data from a total of 110 million individual visits for sports, leisure and fitness since 2015
2015:
45,177,975
2016:
52,755,678
+17%
OVERALL VISITS
• Increase of 17% in overall visits from 2015 to 2016
• YTD 2017 on track with 2016

18. What: Activity Types
• Data set dominated by three ‘core activities’. The percentage of total visits by year for these is
shown below
Swimming
Group Workouts
Fitness (gym)
40%
22%
18%
41%
22%
17%
35%
28%
19%
2015 2016 2017
• The proportion of visits for swimming has fallen this year
• Replaced by an increase in the proportion of visits for group workouts

19. What: Group Workouts
• Over the last three years cardio classes have fallen in popularity as indoor cycling has increased
2017:
37% cardio
25% cycling
2015:
46% cardio
10% cycling

20. What: Group Workouts
• Top five group workouts of 2017 YTD:
Cardio classes
Indoor cycling
Pilates
Body Pump
Yoga
• HIIT has seen an increase in the proportion of visits by more than 50% since 2015

21. What: Sports
• Sport activities are classed as anything outside the core three activities. The proportion of visits for
these are below
• The five most popular sports are unchanged over the last three years. The percentage of visits for each
of these in 2017 are below (as a percentage of visits for sport only)
20% 20% 19%
2015 2016 2017
Football
Badminton
Squash
32%
21%
12%
2017
Tennis 6%
Climbing 6%

22. What: members and casual users
• Key differentials in visit reasons between members and casual users in 2017
• A higher percentage of casual visits are for sports (31%)
• Casual users are more likely to play football and less likely to play badminton
Percentage of visits for swimming:
Member: 22%
Casual: 50%
Percentage of visits for fitness:
Member: 27%
Casual: 4%

23. How: Differences in core activities by gender
• Noticeable differences in activity between males and females (members only). Percentage of overall
visits by each below
• Nearly half of female visits are for a group workout
• Visits for fitness (gym) are more popular amongst males
• Badminton is the most popular sport for both males and females
Swimming
Group Workouts
Fitness (gym)
21%
26%
34%
24%
43%
20%
M F

24. How: Differences in core activities by gender
• Total visits for each of the core activities split by participants gender

25. How: Differences in core activities by age
• Total visits for each of the core activities split by participants age group
• Swimming increases in popularity with age, peaking at 75+
• Fitness and Group Workouts both decrease in popularity with age from the 16-24 age group onwards

26. Key Findings
Membership and visits to
leisure centres have increased
over the last two years
Females make up more of the
membership and attend mainly
for group workouts
Over 65s are under represented
in the membership against
national average65+
Visits peak at 9am and 6pm
with Tuesday the most popular
day and weekends quieter
Swimming is the most popular
activity but is falling as group
workouts increase in
popularity
Cardio workouts are the most
popular but are falling as indoor
cycling popularity rises sharply

27. ukactive Consumer Panel Insight
What drives retention in 2017

28. Consumer Panel
The following data and insight is generated from responses to our 2017 consumer panel survey of over
12,000 live members of leisure centres and health clubs throughout the UK. In addition to demographics and
gym visit frequency, consumers were asked questions related to: perceptions, motivations, satisfaction
and customer experience.
12,722 Live Members
1%
2%
3%
4%
5%
6%
7%
9%
11%
16%
16%
18%
Northern Ireland
Wales
Scotland
East of England
North East
West Midlands
East Midlands
North West
South West
London
Yorkshire & Humberside
South East
Across the UK

29. Make-up of the Consumer Panel
62%
34%
4%
Gender
Female
Male
Unknown 6%
14%
20%
24%
20%
16%
0%
5%
10%
15%
20%
25%
18 – 24 25 – 34 35 - 44 45 – 54 55 – 64 65+
Age
8%
8%
19%
22%
22%
11%
11%
1-3 months
4-6 months
7-12 months
between 1 – 2 years
between 2-5 years
between 5-10 years
10+ years
Membership Length

30. Difference in retention factors between
age groups

31. Why do you visit the leisure centre/ health club?
18-24 To lose weight 41%
25-34 To lose weight/ Maintain my physical condition 36%
35-44 Maintain my physical condition 45%
45-54 Maintain my physical condition 58%
55-64 Maintain my physical condition 73%
65+ Maintain my physical condition 74%
Most frequently selected reason:
YOUNGER
OLDER

32. 65+ years18-24 years
Why do you visit the leisure centre/ health club?
Enhance sport performance
Lose weight
Maintain my physical condition
Medical reasons
Train for bodybuilding/ power lifting
15%
41%
29%
1%
11%
3%
4%
74%
11%
0%

33. 65+ years18-24 years
Why do you visit the leisure centre/ health club?
Price
Equipment
Atmosphere
Facilities
91%
95%
84%
93%
83%
79%
79%
96%
Percentage ranking the following factors important or very important:

34. Difference in retention factors between
genders

35. Why do you visit the leisure centre/ health club?
Most frequently selected reason:
Female Maintain my physical condition 56%
Male Maintain my physical condition 57%
Secondary reasons:
Enhance sport performance
Lose weight
Train for bodybuilding/ power lifting
MaleFemale
5% 10%
15%25%
1% 7%

36. Why do you visit the leisure centre/ health club?
Percentage ranking the following factors important or very important:
Group Fitness
Atmosphere
Reputation
Equipment
MaleFemale
73% 36%
74%83%
73% 66%
86% 91%

37. Membership Length
What do long standing members look like and what are their motivations?

38. Longest Membership Length: 10+ years
Group Size
11% of total
sample
Most Common Age groups per gender
0% 10% 20% 30% 40% 50% 60% 70% 80%
Enhance sport performance
Lose weight
Maintain my physical condition
Medical reasons
Meet people and socialise
Other
Train for bodybuilding/power lifting
Overall Segment
55-6465+
Motivations
Compared to overall sample:
Motivation to maintain physical condition
Motivation to lose weight

39. Shortest Membership Length: 1-3 months
Group Size
8% of total
sample
Most Common Age groups per gender
25-3455-64
Motivations
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Enhance sport performance
Lose weight
Maintain my physical condition
Medical reasons
Meet people and socialise
Other
Train for bodybuilding/power lifting
Overall Segment
Compared to overall sample:
Motivation to lose weight
Motivation to maintain physical condition

40. Factors Affecting Retention
Respondents were asked to rate the importance of the following factors when joining or renewing. The
percentage of those selecting ‘important’ or ‘very important’ are below
Amenities/ Facilities
Personal Trainers
Group Fitness Classes
Price
Equipment
Referral from a friend
Atmosphere
Reputation
95%
26%
63%
84%
86%
19%
83%
70%
10+ years 1 – 3 months
96%
34%
57%
89%
88%
30%
77%
72%

41. Amenities/ Facilities is the most important factors for both existing and
new members
Price and equipment are of high importance for new joiners
Nearly one in three new members rated referral from a friend as an
important or very important factor
Atmosphere was more important for the long serving members than new
joiners

42. Member Loyalty
Thinking of your loyalty to your leisure centre / health club,
which of the following apply?
• I would never consider changing leisure facility
• I don’t envisage changing leisure facility in the near future
• I would consider changing leisure facility if a better offer came along
• I am actively looking to change leisure facility
• I will probably stop using leisure facilities altogether in the near future

43. Least Likely to Leave:
“Would never consider leaving”
Group Size Most Common Age groups per gender
45-5445-54
Motivations
20% of overall
sample
0% 10% 20% 30% 40% 50% 60% 70%
Enhance sport performance
Lose weight
Maintain my physical condition
Medical reasons
Meet people and socialise
Other
Train for bodybuilding/power lifting
Overall Segment
Compared to overall sample:
Motivation to lose weight
Motivation to maintain physical condition

44. Most Likely to Leave:
“Actively looking to change leisure facility”
Group Size
35-4435-44
Motivations
3% of sample Most Common Age groups per gender
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Enhance sport performance
Lose weight
Maintain my physical condition
Medical reasons
Meet people and socialise
Other
Train for bodybuilding/power lifting
Overall Segment
Compared to overall sample:
Motivation to lose weight
Motivation to maintain physical condition

45. Perceptions and Last Visit Scoring
Scores are calculated so that if every respondent scored the question Strongly Agree it would be
scored 100% and if every respondent scored the question strongly disagree it would be scored -
100%. The below shows an example calculation:
Responses:
Response Percentage of Respondents
Strongly agree 51.2%
Agree 25.7%
Neither agree nor disagree 2.6%
Disagree 20.4%
Strongly disagree 0.1%
Calculation:
2 × 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 𝑆𝑡𝑟𝑜𝑛𝑔𝑙𝑦 𝐴𝑔𝑟𝑒𝑒 + 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 𝐴𝑔𝑟𝑒𝑒
2
−
2 × 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 𝑆𝑡𝑟𝑜𝑛𝑔𝑙𝑦 𝐷𝑖𝑠𝑎𝑔𝑟𝑒𝑒 + 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 𝐷𝑖𝑠𝑎𝑔𝑟𝑒𝑒
2
Score:
53.8%

46. Staff
Perceptions
Respondents were asked to rate to what extent they rated the facilities performance
across 5 metrics.
1
Range of Facilities2
Value for Money3
Cleanliness4
Changing Facilities5
87%
84%
84%
78%
72%
Those stating they would never
consider leaving:
Those stating they are actively looking to
leave:
Staff1
Range of Facilities2
Value for money3
Cleanliness4
Changing Facilities5
1%
7%
-17%
-13%
-29%

47. Last Visit
In 2015 we found that those classed as ‘likely to leave’, had negative perceptions of their last
workout experience. This lead us to question respondent’s perceptions of their last work out.
Variety of ways to be active1
There was a good buzz and energy at the facility2
Reception Staff Greeted me positively3
Staff took interest in me4
Staff provided feedback on my performance5
80%
80%
72%
63%
47%
Would never
consider leaving:
Actively looking to
leave:
19%
-14%
-22%
-31%
-34%
Average Score:
-16%
Average Score:
69%

48. Net Promoter Score

49. Net Promoter Score
Research shows that there is strong relationship between a company’s growth rate
and Net Promoter Score (NPS)7 - the percentage of consumers who say they are
extremely likely to make a recommendation minus the percentage who say they are
unlikely to do so.
Loyalty is the willingness of someone—a customer, an employee, a friend—to make an
investment or personal sacrifice in order to strengthen a relationship. Customers who are truly
loyal tend to buy more over time, as their income grows or they devote a larger share of their
earnings to a company they feel good about.

50. Overall Net Promoter Score
2017 Net Promoter Score:
40%
17% 26% 57%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Detractors (0-6) Passive (7-8) Promoters (9-10)

51. Gender Difference
Male Female
Detractors (0-6) 18%
Passive (7-8) 27%
Promoters (9-10) 55%
NPS: 37%
Detractors (0-6) 16%
Passive (7-8) 25%
Promoters (9-10) 59%
NPS: 43%

52. Age Difference
47%
43%
35%
41%
42%
42%
18-24
25-34
35-44
45-54
55-64
65+

53. Detractors Analysis
Gender Age
Motivation
Percentage of
Respondents
Maintain my physical condition 54.2%
Lose weight 19. 4%
Other 7.7%
Enhance sport performance 6.7%
Medical reasons 5.8%
Train for bodybuilding/power lifting 4.9%
Meet people and socialise 1.3%
Motivation Visit Time
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
18 – 24
25 – 34
35 - 44
45 – 54
55 – 64
65+
62%
38%
Female Male
0%
5%
10%
15%
20%
25%
30%
35%
Weekdays
Weekends

54. Promoters Analysis
66%
34%
Female Male
Gender
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
18 – 24
25 – 34
35 - 44
45 – 54
55 – 64
65+
Age
Motivation
Percentage of
Respondents
Maintain my physical condition 56.4%
Lose weight 22.5%
Enhance sport performance 6.9%
Medical reasons 5.1%
Other 4.1%
Train for bodybuilding/power lifting 3.0%
Meet people and socialise 2.0%
Motivation Visit Time
0%
5%
10%
15%
20%
25%
30%
35%
Weekdays
Weekends

55. 11/12/2017
Thank you