This is the full presentation from our Supplier Insight Workshop held on the 12/11/15 in Loughborough.

1. Active-net suppliers
networking
David Monkhouse – Leisure-net Solutions
12.11.15

2. Overview
 Introductions
 Steven Ward – Executive Director ukactive
 Blueprint for an active Britain
 How can we as suppliers support our clients to deliver active ageing activity?
 Carl Bennett – Amber Health Insight

3. Steven Ward
Blueprint for an Active Britain

4. Introduction to the
physical activity sector
Steven Ward, Executive
Director at ukactive

5. Agenda
1. Overview of ukactive
2. Sector trends

6. Overview of
ukactive

7. Our vision & mission

8. We support and champion the
physical activity agenda by:
 Facilitating big impact partnerships
 Conceiving breakthrough campaigns
 Conducting critical research
 Galvanising key stakeholders
 Developing and delivering key projects

10. ukactive’s Blueprint for an Active
Britain

11. Summit 2015
34 National and Trade media articles,
12 Radio Broadcaster interviews.... (Sky + ITV News
Broadcast cancelled due to Egyptian Plane Crash)
Nearly 80% of respondents to Summit
feedback survey said they would attend again
#Summit2015 Trending locally with
2,500 Twitter messages

12. Generation Inactive & the birth of
ukactive Kids
ukactive Kids are committed to representing the
interests of all children, from the very early
years right up to teenagers sitting exams
Formed by the formal integration of
Compass into ukactive
In May 2015 – Generation Inactive – the
first report from ukactive Kids was launched
Our aim is to get more children, more
active, more often

13. Reaction to the report
Covered by :
Royal College of Paediatrics and Child Health extended
their support for the report
“A sedentary lifestyle doesn’t just mean a child could be overweight, it
is an issue that can affect a child’s entire life, from poor concentration
levels impacting on life chances post school, and increased risk of
emotional and wellbeing issues “
Professor Russell Viner from the Royal College of Paediatrics and Child Health.

14. 25th Anniversary
A very happy
birthday, but a
stronger drive
to get more
people, more
active, more
often

15. National Fitness Day 2015
469 articles in Regional
Newspapers
2,264 total number of events
registered on the website
12,000 + events delivered
on the day
40Million + reach on social media

16. Let’s Get Moving

17. We are a sector
in a state of
opportunity
caused by flux….

18. We live in interesting times
• Repurposing of SE away from pure Sport to
activity with reduced funds
• New ideas sought to champion active
lifestyles
• Childhood obesity and debates re: sugar tax
causing a gap between Govt, stakeholders and
industry but opportunities
• Food, retail and FMCG under attack
• Desire to show greater leadership and
empower positive social outcomes
• Role of brands in social transformation
• Health is a core strategy of industry and
essential to sustainability
• Major brands now at heart of activity sector
• Govt and NHS talking greater focus on
prevention
• Local decision-making and local spending
through DevoMax
• GPs under pressure as are LA budgets
• Growing research funding for exercise as
treatment e.g. AWRC
• Explosion in fitness consumer tech
• Sector re-structuring and innovating
• Fitness & activity taking new forms with new
players driving a broader category
• Data and digital much hyped but not industry
breakthrough winner as yet
• People remain the priority and a major
concern

19. There has, and continues to be, an
increasing interest in the physical
activity sector
Investors
Government and
local authorities
Life science/
health care
Technology and
data experts

20. Generating new insights

21. We are a sector
in need of a
central grip on
where it
stands….

22. ukactive Insight, a data driven
approach
ukactive’s Data and Insight strategy aims to:
1. Bridge the gap between physical activity and public health
2. Provide comprehensive market insights by connecting
consumer information across various organisations and time
periods
3. Generate bespoke consumer intelligence to support business
performance

23. Bridge the gap
between physical
activity and
public health
1

24. Breakthrough public health campaigns
to drive investment
Turning the tide of inactivity establishes the scale of the physical inactivity
epidemic in the UK.
Our exclusive research through Freedom of Information responses as well as using
publicly available data from Sport England and Public Health England enables us to
publish the cost and spend of inactivity by each local authority.

25. Provide
comprehensive
market insights
2

26. Business Performance Benchmarking
Providing UK fitness and leisure operators with a unique insight into how their
organisation is performing against the industry average and other operators in an
anonymous environment through:
 Online benchmarking software
 Quarterly and annual Business Insight reports
 Individual consultations

27. Generating new insights
ukactive and Mazars released the inaugural Business Insight Report earlier this year
based on data from more than 600 fitness and leisure sites within the UK and just
fewer than 1 million members.
We have recently reported the mid-year 2015 report which builds on these findings!

28. Factors driving retention
Figure 3: Average membership length comparison between public & private sites for Jan-Jun 2014 and
Jan-Jun 2015
Group
exercise
Large gym
space
Racquets Food &
Beverage
Outdoor
activity
Pools

30. »104leisure operators entered their leisure centre or health club into the facility
awards
» The ukactive Research Institute performed the data analysis
» Three stage process;
1. Customer interviews
2. Mystery shopping
3. On site interviews
»11,774 customers were surveyed
between Jan and Feb 2015
Flame Consumer Panel

31. How does customer experience
effect the likelihood of leaving?

35. Key findings

36. Looking forward

37. Workshop
How can we as suppliers assist our
clients to contribute to the
Blueprint for an active Britain?

38. Carl Bennett
Amber Health Insight

39. Carl Bennett
Founder/Director at
amber Health Insight Ltd
@CSBenno & @AmberHILtd
Local Priorities -
Informing product and
service design

40. Some of the things we are going to cover
Identifying Valid, Reliable & Current ‘Local’ Data, Information & Priorities
Evidence Building – Your chance to stand out from the crowd
Horizon scanning for The Emerging Issues

41. Opening Statements
“Individuals less suited to the environment are less likely to survive…”
“A struggle for survival ensues…”
“Individuals in a population vary significantly from one another”

42. On the Origin of Species by Means of Natural
Selection, or the Preservation of Favoured Races
in the Struggle for Life
Charles Darwin 1859
“Individuals that are poorly adapted to their
environment are less likely to survive and
reproduce. This means that their genes are
less likely to be passed to the next generation.”

43. Therefore, according to Darwin…
If we don’t change someone else will

44. Who said:
“Insanity: doing the same thing over and
over again and expecting different results”
Albert Einstein also said:
“Anyone who has never made a
mistake has never tried anything new”

45. Opening Statements
“Individuals less suited to the environment are less likely to survive…”
“A struggle for survival ensues…”
“Individuals in a population vary significantly from one another”
Darwin also said:
“Given enough time, a species will gradually evolve”

47. How did we get on with the ‘Homework’?
Identifying Valid, Reliable & Current
‘Local’ Data, Information and Priorities
Where did you look?
What did you find?
Do you trust what you have found?
How do you know what you have found is Reliable, Valid and Current?

48. Identifying Need
Needs Assessment
A systematic procedure for determining the nature and extent of needs
(health) in a population, the causes and contributing factors to those needs
and the human, organizational and community resources which are available
to respond to these.
Reference: Modified Definition; WHO Glossary of Health Terms 2014 (Last, 2001; Wright, 2001)

49. Where to find ‘Needs’
Your shopping list for data / information should include:
Joint Strategic Needs Assessment – LA web and published documents incl;
Annual Report and web based six month update to statistics/data
Health Profiles

51. Where to find ‘Needs’
Your shopping list for data / information should include:
Joint Strategic Needs Assessment – LA web and published documents incl;
Annual Report and web based six month update to statistics/data
Public Health Summary
Director of Public Health Annual Report – Sets the scene for local health issues

53. Other places to find Needs & Priorities
LA Local Plan – CCG Local Delivery Plan – Regeneration Plan
Employability Action Plan – Police & Crime Commissioner Plan - Public
Health Outcome Framework - Troubled Families Action Plan
Health & Wellbeing Board Plan & Annual Report
Need must be established & addressed at the
development stage of products/services,
not by retro-fitting as a best fit!
Those who develop products and services must
respond to need just as providers of activities must.
There is a growing responsibility for the ‘Supply Chain’
to understand and reflect needs and use evidence in
the development stages of products and services

54. Inequalities
Health inequality and inequity
Health inequalities can be defined as differences in health status or in the
distribution of health determinants between different population groups. It is
important to distinguish between inequality in health and inequity. Some health
inequalities are attributable to biological variations or free choice and others are
attributable to the external environment and conditions mainly outside the
control of the individuals concerned. In the first case it may be impossible or
ethically or ideologically unacceptable to change the health determinants and
so the health inequalities are unavoidable. In the second, the uneven
distribution may be unnecessary and avoidable as well as unjust and unfair, so
that the resulting health inequalities also lead to inequity in health.
Reference: WHO Glossary of Health Terms 2014
Emerging Issues

55. Travelling east from Westminster, each tube stop represents nearly
one year of life expectancy lost
Westminster
Waterloo
Southwark
London Bridge
Bermondsey
Canada
Water
Canary
Wharf
North
Greenwich
Canning Town
London Underground Jubilee Line
Differences in Life Expectancy within a small area in London
Electoral wards just a few miles apart geographically have life
expectancy spans varying by years. For instance, there
are eight stops between Westminster and Canning Town
on the Jubilee Line – so as one travels east, each stop, on
average, marks nearly a year of shortened lifespan. 1
River Thames
1 Source: Analysis by London Health Observatory using Office for National Statistics data. Diagram produced by Department of Health
Male Life
Expectancy
71.6 (CI 69.9-73.3)
Female Life
Expectancy
80.6 (CI 78.7-82.5)
Male Life
Expectancy
77.7 (CI 75.6-79.7)
Female Life Expectancy
84.2 (CI 81.7-86.6)

56. Emerging Issues
Health Literacy
Health Literacy has been defined as the cognitive and social skills which
determine the motivation and ability of individuals to gain access to,
understand and use information in ways which promote and maintain good
health. Health Literacy means more than being able to read pamphlets and
successfully make appointments. By improving people's access to health
information and their capacity to use it effectively, health literacy is critical to
empowerment.
Reference: Nutbeam, D. (1998) Health Promotion Glossary, Health Promotion International
Local Challenge: In Stoke on Trent 49% of the local population have been
identified as having poor Health Literacy. Add to this the average reading
age of 11 years old and we have a massive communication challenge
(Health Literacy in Stoke-on-Trent Final Report: Marshall, Roberts & Wisher; Information by Design: 2014*)

57. “The process of defining and sub-dividing a large homogenous
market into clearly identifiable segments having similar needs,
wants or demand characteristics”
www.businessdictionary.com
Segmentation
Emerging Issues

58. Department of Health “Commissioning is the strategic activity of assessing
needs, resources and current services and developing a strategy to make
best use of available resources to meet identified needs”
Audit Commission “The process of specifying, securing and monitoring
services to meet individuals’ needs both in the short and long term. As such
it covers what might be viewed as the purchasing process as well as a more
strategic approach to shaping the market for care to meet future needs”
I see it as: The act of investing targeted resources (people
and £) with the aim of improving health, reducing
inequalities and enhancing customer experience using the
available evidence and ensuring value for money for the
outputs produced and that these align with the local
priorities to produce measurable outcomes.
The Biggest Emerging Issue:
Introducing the Concept of Commissioning “The World
Providers are Entering…”
Definitions

59. Priorities
Needs
Resources
Users
communities
Delivery
options
Procurement
Review
Monitoring
Delivery
The Commissioning Cycle
Review Analyse
Do Plan
PA & Sport
generally
found here
Decisions
are made
here

60. It’s All About…
OUTCOMES

61. When Outputs become an Outcome…
Output (out'pʊt') n. An amount produced or
manufactured during a certain time
Using a ‘Production’ analogy:
Outcome (out'kŭm‘) n.
An end result; a consequence

62. Service
Outputs
Intermediate
outcomes
Your Products &
Services
Overarching
strategic
outcomes
Benefits
Logic Model Template – Demonstrating Outcomes

63. Evidence Building – Standing out from
the crowd
Using tools to generate evidence is crucial – The time is ‘right’ for all to generate
evidence of what works. Systematic ‘Evaluation’ will produce evidence at scale.
If you don’t evaluate – prove your products/services work – then what’s the
point? Many of the Providers you are working with, especially those within Local
Authority and Trust control, are required to prove their interventions (services)
work within an ever competitive environment. Austerity is providing an excuse to
review effectiveness of services and if they don’t stack up they will get cut!
Lots of evidence exists to help shape/inform product & service design, especially
those related to health improvement:
- National Institute for Health and Care Excellence www.nice.org.uk
- British Heart Foundation National Centre for Physical Activity
www.bhfactive.org.uk
- Centers for Disease Control (America) www.cdc.gov
- cCLOA www.cloa.org.uk/current-issues
- Sport England www.sportengland.org/research/
- Local Government Association www.lga.gov.uk
- Sporta www.sporta.org/case-studies

64. Data & Information
Public Health England are encouraging different sectors to become ‘Data
Science’ savvy
UK active have championed the Data issue for some time and began generating
Data & Information some time ago via their various initiatives ie Research Institute,
Promising Practice in PA, Turning the Tide, Generation Inactive and Blueprint for
an Active Britain
A recent publication from PHE provides encouragement for Data Science
competency building:
Get it – Analyse it – Use it – Govern it
Brilliant quote:
“Data is the crude oil – it’s how you refine it, how you work with it, that makes
it valuable”
Jonathan Woodward, Business Lead for BI and Analytics at Microsoft UK

66. The things we have covered
Identifying Valid, Reliable & Current ‘Local’ Data, Information & Priorities
Evidence Building – Your chance to stand out from the crowd
Horizon scanning for The Emerging Issues
Outcomes – Why they are important
The importance of Data Science
Darwin & Einstein’s Theories of Change

67. Thank you for listening & Contributing
Any Questions / Observations / Points to Share?
Carl Bennett
carl@amberhealthinsight.com
M 07870271743
www.amberhealthinsight.com
@CSBenno & @AmberHILtd

68. Thank you
davidmonkhouse@leisure-net.org

69. Thank you
davidmonkhouse@leisure-net.org