4global expands its Sports Intelligence team

As part of 4global’s continued drive to enrich the sector’s understanding of the data it holds, Alice John has been employed by the company’s Sports Intelligence practice as Business Development Manager.

She will work with the DataHub’s clients and partners, in particular County Sports Partnerships (CSPs) and Delivery Partners, to help them translate their data and transform it into actionable insight. Her role will include helping the DataHub’s clients to develop strategies, campaigns and programmes that attract the widest set of participants, using their data to deliver the right offer to the right people at the right time.

Founded in 2013, the DataHub is an automated way for all sport, leisure and physical activity providers to securely bring their data together, align it with consistent sector standards and then access and share business intelligence and best practice. It holds information from more than 4,500 users including operators, CSPs and National Governing Bodies (NGBs), logging data from over 500 million visits to more than 2,000 venues.

Speaking on her new position, Alice says:


“I hope to play a leading role in helping the sector collect and analyse more robust data. I will work to support organisations to use data insights to develop strategies, programmes and campaigns, ultimately enabling them to deliver stronger offers to participants and members. Used effectively, data can enable organisations across the sector to measure and demonstrate how sport and physical activity can support participants to achieve a series of outcomes – including physical health, mental wellbeing, individual development, community and social development and economic development.”


Alice previously worked as Executive Director and Head of Marketing and Sales at Substance, a research and technology company in the sport and leisure industry, where she established relationships with major sports foundations and governing bodies including the European Football Development Network, Street Games, Basketball England, the Chance to Shine Foundation (Cricket Foundation) and City Football Group.

Utku Toprakseven, Director at 4global, says: “We are delighted Alice has joined the 4global team and excited about her contributing to our vision of becoming the number one trusted advisor in sport. She has extensive experience of collaborating with clients, partners, developers and customer service teams to create products and services which meet the needs of customers. Our delivery and strategic partners, including CSPs and Sport for Development organisations, can only benefit from her addition to the team.”

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About The DataHub
The collaborative DataHub project was launched in 2013 as a secure, automated way for all facilities across the health and fitness sector to bring their data together on a daily basis, align it with data standards and then access and share consistent business intelligence and best practice. All DataHub Club members (facility operators, NGBs and delivery partners) now have accurate reporting information, relative benchmarks and actionable operational solutions, based on a central and growing shared repository of 400+ million facility visits.
The DataHub allows partner suppliers (marketing, health and safety, customer insight, social return etc.) to leverage the centralised intelligence within their own specialist modules and services, creating a one-stop-shop that delivers simple, coordinated and enhanced customer, programme and facility outcomes. Never before have so many sector organisations been united under one umbrella with such a fundamental mandate, and with the technology to deliver this much-needed step change in how the industry uses data.

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