Introduction
A Review of the Digital Maturity and Effectiveness of the UK’s Fitness and Leisure Sector
The ukactive Digital Futures Report provides the first sector‑wide benchmark of digital maturity and effectiveness across the UK fitness and leisure industry. Developed in partnership with Sport England and informed by operators from across the public and private sectors, the report examines how well the sector is using digital to meet changing consumer expectations, improve performance and support long‑term growth.
Based on detailed consultation and assessment across five core measures – organisational model, performance and impact, data and insights, digital experiences, and accessibility, inclusion and satisfaction – the report reveals a sector making strong progress, but still operating largely at an experimental stage of digital maturity.
Key findings highlight the rapid acceleration of digital adoption during COVID‑19, alongside persistent gaps in digital strategy, leadership readiness and the quality of digital experiences. The report uncovers clear differences between public and private operators, identifies where digital is already delivering value, and pinpoints the areas where investment and focus will have the greatest impact.
Alongside the findings, the report sets out practical recommendations for operators, suppliers and partners, with a strong emphasis on collaboration, simplification, better use of data and building a digitally confident workforce. It also establishes a foundation for ongoing, annual benchmarking through the Digital Futures programme.
An essential resource for operators, sector leaders and stakeholders seeking to understand where the fitness and leisure sector stands today – and what’s needed next to unlock the full potential of digital.
