Engagement through tech

How Active Blackpool is harnessing EGYM’s digital ecosystem to redefine its position as a community health driver

Active Blackpool is redefining the role of public leisure in driving community health, placing improved health span and reduced health inequalities at the core of its mission. Under the leadership of Chris Rushton, the organisation is leveraging EGYM’s AI-powered open platform to transform its offer, building a digitally connected, user-centred ecosystem that engages and retains residents, particularly focused on those who don’t currently partake in physical activity.

Inactivity and ill health are widespread in Blackpool, requiring an approach that goes beyond catering to those already motivated to exercise. “Blackpool men and women have the lowest life expectancy in England, and this gap is increasing year on year,” says Rushton “If we are to deliver significant, population-level health outcomes, we need to turn the tide on inactivity by effectively engaging and retaining a much wider segment of the community.”

EGYM’s pioneering AI-driven open platform enables Active Blackpool to deliver personalised, progressive pathways at scale, dynamically adapting to user progress while tracking and evidencing outcomes. Installed across Blackpool Sports Centre, Palatine Leisure Centre and Moor Park Health & Leisure Centre, EGYM’s Smart Strength Series, Fitness Hub, Genius, and Apps seamlessly integrate with an array of other best-in-class providers, including Gladstone, Matrix Fitness and Tanita, to provide a fully connected experience that encourages long-term participation.

Launched in November 2024 following extensive co-production with the Health Determinants Research Collaboration, Active Blackpool’s reimagined 16-week Exercise Referral programme is underpinned by a suite of 7 structured pathways with two others under development. Designed to be accessible and affordable, a new pricing structure supports ‘graduation’ from the initial programme into longer-term continuation pathways, reducing drop-off and encouraging lifelong participation.

Blackpool men and women have the lowest life expectancy in England… we need to turn the tide on inactivity

“Without the integration of EGYM’s open ecosystem, it’s diffi cult to see how we would deliver our ambition,” says Rushton. “We want to create physical activity pathways for everyone, wherever they are on their life journey. Referral volumes matter, but what’s more important is creating a ‘sticky’ environment that motivates people to participate in intentional, structured, and tailored movement in the long term. It’s this behaviour shift that will drive improved health span and tackle health inequalities.”

This ambition aligns with the government’s 10-Year Health Plan, shifting focus from repair to prevention through community-based interventions. It also supports Blackpool’s Move Together wellbeing strategy, embracing a culture of “less checking and more doing” to tackle inactivity and poor health head-on.

The impact is already evident. Active Blackpool is handling around 150 Exercise Referrals each month, with some 250 ‘graduates’ now embedded within mainstream membership. Across its referral and cardiac pathways, 279 people are actively engaged, supported by a team of 12 Level 4 qualified professionals (in different areas of speciality) who, empowered by EGYM’s data-driven insights, focus on coaching and motivating rather than administration.

In terms of the outcomes being achieved by participants on Exercise Referral programs, EGYM has driven and recorded a collective Strength Biological Age improvement of 10.6 years, a Cardio Biological Age improvement of 9 years, a Flexibility Biological Age improvement of 4years and an overall Biological Age improvement of 7.9 years.

Rushton adds: “These improvements are hugely significant. Just being able to evidence such progress is an amazing step forward, but the fact that we can actually report measurable improvements back to individuals and collective improvements back to our partners means we are able to present a compelling case for future investment and referral, based on proven health outcomes. This creates a sustainable practice and cements Active Blackpool’s place at the heart of the council’s health improvement strategy. This is an absolute game changer.”

Without EGYM’s open ecosystem, it’s difficult to see how we would deliver our ambition

EGYM’s open platform allows real-time monitoring of performance and health outcomes, feeding back progress to participants, updating AI-powered training plans and giving instructors the information needed to tailor support. This personalised, progressive and fully supported approach not only boosts confidence but fosters independence, ensuring residents can safely and effectively progress towards their goals, regardless of their starting point. Once in the system, members remain connected across services, with participants able to transition between programs and pathways without friction.

This approach is designed to be scalable, ensuring there is sufficient system capacity to avoid waiting lists and ensuring consistent progression opportunities for all residents.

With EGYM’s ecosystem at the heart of delivery, Active Blackpool is redefining public leisure’s role in supporting good health and preventing ill health, proving that with the right technology and ambition, meaningful, measurable change is possible.

To find out more about EGYM and how it is powering fully integrated lifelong fitness, health and wellbeing journeys for everyone, visit [https://egym.com/uk](https://egym.com/uk)