ukactive and Sport England have today (28 November) released the Digital Futures 2024 report, marking a successful fourth year of consultation.
The report provides a measure of how the UK physical activity sector, including fitness and leisure operators, National Governing Bodies for Sport, Active Partnerships, sports clubs and other providers are embracing digital and the next steps required for growth.
This year saw 117 eligible UK fitness, leisure and sport organisations complete the consultation, representing 1,600 sites and around four million members nationwide. Since the Digital Futures programme began in 2021, 295 organisations have completed the consultation.
The report tracks trends in the sector’s digital adoption and this year’s consultation shows an increase in the number of organisations using the latest artificial intelligence (AI) in day-to-day operations (up 3% from 2023), with more saying they plan to use AI in the future.
Key findings from the Digital Futures 2024 report:
- Overall, the average score for digital maturity and effectiveness among the surveyed UK organisations was 51% – an increase of 4% from 2023. The Digital Maturity and Effectiveness Index describes this level (40-59%) as ‘Digital Experimenter’, typically meaning that operators are making great strides forward but missing the investment, goal alignment and rapid advances to yield a strong performance.
- Returning participants in the Digital Futures programme, known as the Digital Futures Cohort Group, scored higher, with an average of 55% – especially those involved for four years or more, which scored 66% on average.
- Four operators reached ‘Digital Leader’ status, the pinnacle of digital maturity and effectiveness, by scoring 80% or more. One of these ‘Digital Leaders’ reached a score of 90%.
- Organisations with six to 10 locations saw a 13% uplift in scores, demonstrating that even with fewer resources, smaller organisations can benefit from greater agility.
- The largest improvement was seen in data and insights, which rose by 5% after a decline in 2023. This suggests increased value from the importance of data and insight capabilities, data standards, data security and appropriate infrastructure. Data sources are set to grow due to emerging technology such as AI.
- Greater insight was shown on the fitness and leisure sectors transition to the cloud, with 68% of organisations using cloud-based leisure management systems and 100% considering updates or changes within the next 12 months, laying the foundations for emerging tech interoperability.
The report recommends continued focus on developing a comprehensive digital strategy aligned with their overall business goals.
This year’s figures continue to show insufficient prioritisation of digital among many participants, with the authors recommending that this year’s participants follow those that have engaged in the programme since inception, of which 63% have a comprehensive strategy.
Having a comprehensive digital strategy will give organisations the opportunity to leverage data and insights for growth.
Today’s report is supported by ukactive Strategic Partners, Gladstone, EGYM and Technogym, and its contribution partners, Leisure Labs, Xn Leisure, PerfectGym, Zoom Media, Keepme and Endurance Zone.
Dave Gerrish, Strategic Lead for Digital at ukactive, said: “The fourth year of our Digital Futures programme shows the steady progress our sector has made in using digital effectively to better operate facilities and welcome even more people through the doors.
“As we enter the next phase of the programme, we’re starting to see the benefits for operators using the insights from the consultation and index tool to enhance their digital maturity and consequent growth in their operations and services.
“We’re looking forward to welcoming more operators on board to progress their digital strategies and supporting even more people to get active.”
To download a copy of the Digital Futures 2024 report, click here.
To use ukactive’s Digital Maturity and Effectiveness Index Tool, click here.
The Digital Futures team welcomes feedback to help us shape where it goes next.
More People More Active More Often
