500 million visits tracked by the DataHub

In less than five years, the DataHub has gathered data from half a billion visits by more than eight million people to 2,000 leisure facilities, making it by far the UK’s largest sports and activity database.

To put this extraordinary milestone into context, that’s the number of books JK Rowling has sold and five times the number of worldwide Amazon members or, put another way, half the population of India.

Founded in 2013, the DataHub is a virtual repository for sports and leisure data. It holds information from more than more than 90 operators and sports delivery partners and offers the industry the chance to unlock the potential of its data, and, for the first time, make business decisions based on insight, not instinct.

Utku Toprakseven, partner and director of Sports Intelligence at 4global, which manages the DataHub, says: “The 500 million visit milestone was a target we set for ourselves in the early days of the DataHub journey. Achieving it in under five years means we’re one step closer to bringing the DataHub vision to life – getting the nation healthier and more active by sharing up-to-date, reliable intelligence, so those investing within the sector can make more informed decisions.”

More than 100 businesses and 4,500 users in the leisure sector are now making strategic and operational decisions based on the actionable insight generated by the DataHub, rather than relying on gut instinct and what ‘feels right’. Using a series of modules, organisations can now benchmark performance, analyse key drivers of success, plan targeted interventions and evidence outcomes, leading to stronger businesses, satisfied customers and, ultimately, a more active nation.

Toprakseven continues: “We at 4global feel extremely proud to be managing the largest repository of sports and physical activity data in the UK, providing accurate intelligence in co-operation with the DataHub Partners and under the guidance of the sector-led Steering Group. We invite the sector to join us in this exciting journey and unlock the potential of its data.”

Data has already helped to grow the sports and activity industry from a niche lifestyle sector to a thriving industry. No longer a weak link, data now has the potential to empower DataHub Club members to maximise economic and social returns for their organisation, customers and communities they operate in. Ultimately, strong and reliable data will lead to acknowledgement by government that this sector is integral to future health of our nation and economy.

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NOTES TO EDITORS

About The DataHub

The collaborative DataHub project was launched in 2013 as a secure, automated way for all facilities across the sports, health and fitness sectors 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 500+ 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.