Leisure DB State of the UK Swimming Industry Report 2024

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Here to help you achieve your potential For over 30 years, our data has helped businesses across the sector to achieve their potential – suppliers and operators, independents and multi-site operations, public and private, direct and through leisure consultancies. From in-depth site and customer analysis to market insights, competitor audits and consultancy, we harness our unique sector expertise, proprietary modelling and constantly- current database to provide the exact data you need, every time. We help you make strategic decisions with precision and confidence. Find out more about any of our products and services by visiting leisuredb.com or emailing enquiries@leisuredb.com Customer profiling: Unparalleled customer insight for operators Who do your products and services most resonate with, where can you find more of these individuals in your area – and how many more – and what can you say to interest them? Our market-leading customer profiling addresses these business-critical questions and more. Taking your member data and overlaying the UK’s premium demographic profiling system – Mosaic from Experian – we show you which types of consumer your facility appeals to, and how well you’ve penetrated the relevant audiences in a realistic catchment area. We also provide detailed information about your key audiences – behaviours and lifestyles, life stages, income and more – to turn them from numbers into human beings you can have a conversation with. This enables you to: ■ Precisely target your marketing ■ Fine-tune your messaging ■ Maximise the impact of your investment ■ Accelerate your growth

NATALIE GIBSON, Key Accounts & Insight Manager Natalie is Leisure DB’s latent demand and member analysis specialist: her expertise in site analysis and member profiling is unsurpassed in the industry, and she takes a lead in client management. Since joining Leisure DB in 1996, she has been involved in profiling millions of fitness members, helping establish our de facto supply-demand model for the fitness industry. Want to check you’ve really found the perfect spot for your new gym? Want to know more about your members and what they really want? Want to know where to focus your marketing to get the maximum bang for your buck? Natalie is your go-to! If she isn’t at her desk, you might find her on the basketball court or out on her bike. CHARLOTTE QUESNEL, Research & Database Manager Charlotte is Leisure DB’s meticulous data expert. She is responsible for the TLDCi data analysis business unit, which includes managing our dedicated research team, and is the driving force behind Leisure DB’s flagship State of the Industry reports. She crosses every t, dots every i and continually looks to expand our knowledge to ensure Leisure DB’s data continues to be more comprehensive, more detailed and more accurate than any other available on the fitness and leisure sectors. She is also a personal trainer and CrossFit coach, and competes in CrossFit events. DAN HARRISON, Sales & Partnership Manager Dan began in the fitness and leisure industry in 2004, working in council and operator-led facilities in roles ranging from lifeguard to swim teacher, fitness instructor to operational and sales management. In 2018, he broke away to try his skills in the property industry, as a new homes and development manager, before returning to the fitness sector to join the Leisure DB family in 2024. Dan is a qualified first aider, pool lifeguard and open water lifeguard trainer assessor and mentor with the RLSS. In his spare time, he can be found supporting local businesses and events, providing training and first aid support, or in a HIIT session at the gym. He also enjoys the odd swim if the water isn’t too cold. BLANE GODDARD, Researcher Blane joined Leisure DB in February 2024 and focuses on research to power our TLDCi UK fitness facility database. His interest in all things data and research analysis will be invaluable as we continually expand our knowledge and build our portfolio of reports, from our renowned State of the Industry publications to our bespoke customer insight and growth reports. When he’s not at work, Blane dabbles in everything from the gym to swimming (badly, he says) to climbing, but is happiest when doing combat sports or martial arts.

Find out more: leisuredb.com

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STATE OF THE UK FITNESS INDUSTRY REPORT 2023 STATE OF THE UK SWIMMING INDUSTRY REPORT 2024