Following a three-month consultation with public and private operators, the two organisations have published the first annual report of its kind: ‘Digital Futures: A review of the digital maturity and digital effectiveness of the UK’s fitness and leisure sector’.

The report, supported by ukactive Strategic Partners Gladstone, Myzone and EGYM, marks the first milestone since ukactive announced in August the launch of its Digital Futures strategy in partnership with Sport England.

The aim of the strategy is to help improve the application of digital by all fitness and leisure operators, with the ultimate objective of creating a sector that can meet the needs and demands of everyone in the community, ensuring full digital accessibility and inclusivity. As such, it also forms part of ukactive’s proposed shared ambition for growth with the government and partners – helping gyms, pools and leisure facilities to reach more than five million new members by 2030.

The consultation found that around 30 per cent of operators do not have a digital strategy, and 84 per cent admitted they do not have a digital strategy that is up to date, complete, ambitious enough and supported by an achievable roadmap.

Overall, the organisations scored an average of 55 per cent for digital maturity and effectiveness.

The findings will be used as a foundation for ukactive and Sport England to develop, in 2022, a new knowledge programme for operators. This includes plans for a digital resource marketplace to bring experts closer to the sector, themed papers and seminars to support learning, and a new self-assessment tool in the shape of the index.

“The Digital Futures report makes the irrefutable case for accelerating digital strategies and skills at all levels of our workforce, from the boardroom to the gym floor, and we are committed to working with our partners and members to take our sector to the next level,” said Huw Edwards, CEO of ukactive.

“Further work is now required and we encourage all operators to use ukactive’s digital maturity and effectives index tool, both to improve your digital mindset and strategy, and so that we can monitor and support our sector’s progress.”

Tim Hollingsworth, CEO of Sport England, said: “The future growth and sustainability of the sector depends on strong digital knowledge and infrastructure. We want to see digital skills leveraged to drive the ultimate goal of supporting everybody to get active – no matter where they live or what their background is.”