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ActiveXchange leadership appointments look to drive expansion and growth

ActiveXchange leadership appointments look to drive expansion and growth
August 20, 2020

Following an extensive executive recruitment process, fast-growing and award-winning data and technology company ActiveXchange has announced the appointment of James Ellender as its Chief Executive.

Ellender’s appointment will see Alex Burrows, ActiveXchange’s founder, move into the role of Chair and continue to support the growth and impact of the organisation in Australia, New Zealand and internationally.

Since launching in 2018, ActiveXchange has developed and continues to roll out a network of software accounts (the SportsEye platform) enabling the sector to fully realise the value generated from data and information sharing, establishing Australia and New Zealand’s first and only coordinated community sport investment and delivery eco-system.

Speaking of the appointment Burrows advised “I’m thrilled to have someone of James’ calibre take carriage of our team, clients and community at ActiveXchange.”

Ellender is well known to the sector with more than 20 years’ experience, including 10 years in executive roles working for multiple large leisure operators (including the YMCA and Belgravia Leisure), coupled with time in education, health, sport, disability and not-for-profits all while partnering with local, state and federal government agencies.

Burrows added “with James’ solid experience, he was the ideal appointment and I’m looking forward to continuing to build ActiveXchange well into the future and achieving our goal of positively influencing the active lives of 10 million people through our partners”.

Commencing in his new role this month, Ellender will drive ActiveXchange’s momentum amid COVID-19, mindful that evidence-based decision making to increase efficiency will be a focus, with ActiveXchange having the data and technology platform to truly enable sport, government, operators and our strategic consultant partners to make the right decisions, at the right time.

Welcoming his new role, Ellender noted “It’s an exciting time to be joining ActiveXchange amidst such an unprecedented time in our lives.

“I am looking forward to connecting with our sector to not only build a more informed and active community, but also to be part of something truly unique that is focused on leaving a legacy of change in how our sector is understood, valued and funded.

“Such focus will lead to new investment, operating and delivery models creating greater and earlier activity, intervention and health outcomes for everyone.”

Earlier this year, ActiveXchange also appointed Simon Haire to the role of Director of Sport and Government and as part of its executive team.

With more than 20 years experience in the sport and recreation industry, which includes roles in state and local government and project consultancy with government and state sporting organisations, Haire has been involved with ActiveXchange as an associate since its formation, helping shape the successful SportsEye initiative.

James Ellender can be contacted on 0466 552 256, email:

Click here to contact ActiveXchange via their entry in the Australasian Leisure Management Supplier Directory.

Images: James Ellender (top) and Alex Burrows (below).

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6th August 2020 - Latest ActiveXchange intelligence shows importance of facilities re-engaging with members as they reopen

23rd June 2020 - Belgravia Leisure announces reopening of all Australian and New Zealand facilities

4th June 2020 - Belgravia Leisure survey reinforces focus on health and safety when more facilities reopen

14th May 2020 - National Aquatic Industry Safety Committee endorses new risk management guidelines for swim schools and aquatic facilities

13th May 2020 - Community aquatic, recreation and sport industry alliance seeks 12-month stimulus package from Federal and state governments

31st March 2020 - ActiveXchange outlines four activities for operators to undertake during Coronavirus shutdown

25th July 2019 - ActiveXchange’s SportsEye platform secures major Sport, Recreation and Play Industry Innovation Award

7th March 2019 - revolutioniseSPORT and ActiveXchange partner on new collaborative intelligence initiative

18th September 2018 - Belgravia Leisure looks to NSW expansion with promotion of James Ellender to General Manager role

11th July 2018 - Jonas Leisure supports new ActiveXchange industry insights

22nd December 2010 - New Marketing and Communications Manager for YMCA Sydney

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