Third Digital Futures report shows operators embracing digital strategy

Fitness and leisure organisations that make continued investment in digital transformation are moving ahead of the competition, according to findings released in the third annual Digital Futures report from ukactive and Sport England.

The report follows a third year of consultation with the fitness and leisure sector, providing a measure of how well organisations are embracing digital, and highlights the main areas for improvement to digital strategies, services and connections for consumers.

The report presents the fullest picture yet of the sector’s digital maturity levels with a total of 204 fitness, leisure and sports organisations taking part this year including a 12% increase in the number of private operators taking part in 2023.

The Digital Futures programme is referenced in the Government’s ‘Get Active’ strategy for sport and physical activity, which aims to get 3.5 million more people active by 2030. It highlights the combined work of ukactive, Sport England’s Uniting the Movement strategy, and the British Chamber of Commerce’s report ‘Digital Revolution Challenge’ on the growth and opportunity presented by emerging technology.

• See the Winter edition of S&PA Professional for a more in-depth article on the report.