DATA IN MOTION

Few people know more about data and the physical activity industry than David Minton. The Leisure DB founder says that, while data has become an important decision-making tool, there is still plenty that the sector can do to improve the way they utilise the insights it offers

With more than 30 years of experience in the health and fi tness industry, David Minton has a unique understanding of how the physical activity market has developed. As founder of Leisure DB (formerly Leisure Database Company), he has spent three decades delivering accurate, detailed data for the sector. Leisure DB’s reports, such as the annual State Of The UK Fitness Industry Report, are widely adopted by industry professionals, operators, government bodies, media outlets, investors and financial institutions. Thanks to his passion for providing the industry with accurate insights, David and his views are also sought by organisations and leisure investors worldwide.

If you look back at the past 30 years, how would you describe the relationship that both you and the physical activity/fi tness industry in general have had with data and insight? I would have to say that for the industry in general, it’s been a slow burn. We are coming from the days when Sport England, for example, only opened their information centre on a Tuesday and a Thursday afternoon. Today, they collect data via Moving Communities.

At Leisure DB, we started with the Apple II computer, donated by Steve Wozniak in the early 1980s. By the early 90s we had upgraded to a McDonnell Douglas main frame computer to hold all the supply data we were collecting. That was followed, in the mid-90s, by us investing in one of the fi rst geodemographic systems in order to profi le the population using more than 60 different types – and start understanding propensity to participate.

We have been refi ning and making the calculation between supply and demand more granular each year since.

And what about currently – how important is data (and the way it is used) for the industry? Today the devil is in the detail. On the surface we and lots of other organisations collect more data, more often. But we are still nowhere near supplying a daily feed on Bloomberg, nor were we able to answer the key questions asked by the Government during COVID-19 when it came to making a case to get gyms reopened.

Have there been any “watershed” moments when it comes to data and the way it is utilised by the fi tness sector in the UK? The first watershed moment was when Tony Blair was Prime Minister. He had Tessa Jowell, possibly the best Secretary of State for culture and sport we’ve ever had, serve the sector from 2001-2007 (and also as Minister for the Olympics between 2005 and 2010). She served together with Richard Caborn, Minister of Sport from 2001 to 2007, who together provided the longest continuity the sector has ever known. Compare this to the most recent, 14-year Conservative Government which had eight different sports ministers.

As well as crediting Tony Blair’s government for pushing the bid for the super-successful 2012 London Olympics, we have to thank his government for the very first audit of all indoor and outdoor sports and fi tness facilities, which became known as Active Places. I’m proud that Leisure DB provided the backbone and definitions of sports and fi tness data, a first for Sport England and the fitness sector.

The first watershed moment was when Tony Blair’s government commissioned the first audit of all indoor and outdoor sports and fitness facilities – a turning point for data in our sector

The second watershed moment was the democratisation of data last year (2024). Thanks to our wonderful partners, who all agreed that the industry needs to be more transparent and to build more bridges, not walls, all our reports were provided free of charge for the fi rst time.

The third watershed is discovering that access to all these facilities, even if they are free, does not drive action and action alone does not drive commitment.

PEOPLE

How does the way the physical activity industry uses data in decision-making compare to other industries – are we lacking behind or ahead of the game? Let me answer this by giving the example of what happened during COVID-19. In July 2020, just four months after the first lockdown, a £1.57 billion support package was provided to the arts and culture sector. Meanwhile, the Sports Survival Package took over a year and provided £264m with an additional £100m to leisure centres through the National Leisure Recovery Fund at a later date.

The disparity refl ects the scale of the arts and culture sector’s ability to aggregate data across thousands of organisations to present the sector’s needs. Sports and fi tness could not respond so quickly or in as much detail. Arts organisations have always been more transparent and ahead of curve in understanding their customers and their behaviour.

Could you outline to readers the main reports/ datasets that Leisure DB provides each year? More than anything else I have to mention our Monthly Market Tracker, which records and lists hundreds of changes each month. It provides a variety of insights, from where fitness sites are opening or closing, which companies are expanding or shedding sites, which companies are rebranding or changing brand names and many others. I fi nd that it provides fascinating data each month and is a great read.

Our comprehensive “sources of truth” – State Of The UK Fitness Industry Report, the State Of The UK Swimming Industry Report and our regional boutique fi tness reports – are also must-reads for everyone in the sector, because we cover all sites, which no one else does.

Today, the devil is in the detail – we collect more data than ever, yet we still struggle to provide real time insights like those in other industries

How has the way Leisure DB gathers data changed over the years? For the UK’s fitness and leisure industry, Leisure DB has always been—and remains—the trusted independent provider of clarity. While the way we gather and hold data has evolved over time, we’ve been careful to retain our original, established methodologies and defi nitions. We specialise in detailed trend analysis going back decades. Imagine pinpointing the ideal location for your next gym, accessing a library of granular changes across the landscape, or truly understanding your target audiences and exactly where they are. Our unparalleled market intelligence unlocks this—and more.

As we continue to work closely with our ecosystem of wonderful partners, we’re also exploring ways to deliver real-time occupancy insights, enabling operators to enhance visitor experiences and optimise operations through AI-powered technology.

Appointing experienced leisure operators to lead the future of Leisure DB has been instrumental to our growth. Our team has genuinely walked a mile in every shoe, allowing us to shape the industry’s future with real-world insight.

Our latest product, the Monthly Market Tracker report, takes the daily pulse of the sector, feeding daily updates into our bespoke and annual reports—used by the majority of banks, finance houses, bondholders, media outlets, government departments, and of course, suppliers and operators.

Are there plans to introduce new reports or publications? We are always looking to add new ones! The next one will focus on the huge growth sector that is wellness.

What is next for data? When Customer Relationship Management (CRM) records show that anywhere between 50% to 70% of members will leave during a year, something is missing. So the next focus for the sector is proving the good we do – to the customer and also to the fi nance sector and to local, regional and national governments. The Treasury has decided that the only social value calculation they will accept is from State of Life. Social Capital, the strength of the local networks, is vital to understand and develop too.

You are a passionate advocate for active ageing. Do you think the fi tness industry is missing an opportunity when it comes to attracting more people aged 50+ into their facilities? Last month, my father in law died, aged 101. He had a very active, healthy life with only one month of morbidity, compared to an average of 17 years in the UK. Yet, selling fi tness hasn’t succeeded in reversing sedentary lifestyles or reducing obesity or the number of overweight people, so the message, or the messenger, needs to change.

I wrote my first article, Fat Chance, in 2006 and concluded the research is there, if you want to build a case for doing more for the ageing population.

The Kings Fund estimates that the Government spends around £22bn a year on adult social care. Meanwhile, the growth of the fi tness sector comes from Gen Z which provides minimal unidentifi ed savings to the government.

In the US, not one exercise intervention has been shown to save dollars for the government. How do we prove the good we do? As an industry we have to accept that while physical activity is the only component that will improve your health, and the more you do the better, medical research has proven that physical activity may not account for the largest percentage of energy expenditure. Doctors and nutritionist have calculated that the largest amount of calories is burned while sleeping and watching TV.

This resting energy expenditure can account for up to 60% while physical activity will be around 35%. Exercise is good because it builds muscle and muscle burns energy even at rest. While cycling at events such as E’tape and Sportive, I thought an ‘active-rest day’ was an oxymoron until this was explained to me.

Today, I know that physical activity and nutrition are foundational, while key components like adequate sleep, stress and weight management, social capital/ connections, mental health and injury prevention are essential for overall wellbeing and long term health. Personal fi tness is just a part of the multi dimensional lifestyle to remain healthy and live a long life.