The importance of data in the sport and leisure industry:

David Minton, founder and CEO of the Leisure Database Company, a leading independent leisure market analyst, recently spoke to the students on the MSc Sport Management programmes about the importance of high quality consumer data in the sport and leisure industry. He discussed how his organisation uses customer profile data as a way for his clients to better understand their customers and the markets in which they operate to aid strategic decision-making. The Leisure Database Company has over 20 years’ experience in providing clients such as UK Active, Sport England (through the Active Places initiative), and a range of different sport governing bodies, with consumer and membership data alongside demographic information.

He also spoke about the recent development of the Splashpath app by Active-in-Time, in which the Leisure Database Company has been a key partner. The aim of the app (which now has 90,000 users) is to provide consumers with up-to-date information on their nearest swimming pools (such as timetabling and scheduling) and to allow users to track their swimming. Almost 5000 swimming pools across the UK are listed and many see this as a way to encourage participation, a key legacy issue of the London 2012 Olympics. The app has been very successful and in May 2013 a deal with Speedo was finalised to further develop the app in other countries (China being the first) under the Get Speedo Fit initiative.

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