Are there examples of ethnicity influencing activity choices?
postcode. Name-based analysis – ORIGINS – can add another layer of cultural context. Meanwhile, operators themselves increasingly hold detailed data on how members use their facilities. Bringing these datasets together could generate a far richer understanding of physical activity behaviour across the population. As operators digitise their systems, this is becoming easier to do, not only within an estate but across operations – of course with appropriate data protection protocols. Even activities that might appear too niche to analyse within one site could reveal meaningful patterns across a national dataset. For example, participation in a specific activity such as table tennis might be too small within a single centre, or even a chain, to analyse meaningfully. Analysed nationally, however, you may begin to see which neighbourhood types and ethnic minorities are most likely to participate in an activity. This form of sector-wide insight could help operators identify gaps in provision and opportunities for growth, as well as where to standardise their offering and where to vary it by location. This is something I’m excited to begin exploring with Leisure DB, helping develop a system for the fitness industry where activity types are shaped around the kinds of variables I’ve referenced above..
There are some interesting indications, although many remain anecdotal at this stage and require more formal research. For example: swimming participation among Afro-Caribbean populations is often noticeably lower; teachers at a private school near me have shared that a growing proportion of Asian pupils has driven a shift away from contact sports; and in the Netherlands, I’ve heard that one effective way of engaging young North African men in communities is through boxing. Clearly operators should not rely on stereotypes. However, we should absolutely recognise that different communities can have different relationships with physical activity. Understanding these nuances – and how they vary between neighbourhoods – can help clubs and leisure centres design programmes and environments that resonate more strongly with their local populations. What excites you most about geodemographics in the fitness sector? The greatest opportunity lies in combining multiple sources of insight. Geodemographic systems such as ACORN and MOSAIC help us understand the lifestyles of the people who live in a particular
83
STATE OF THE UK FITNESS INDUSTRY REPORT 2026
Made with FlippingBook - Share PDF online