Geoff Ninnes Fong & Partners (GNFP) is a structural, aquatic and civil engineering consultancy with broad experience in the design of new municipal and institutional swimming pools, hydrotherapy…read more
ActiveXchange outlines four activities for operators to undertake during Coronavirus shutdown
Industry data analytics experts ActiveXchange have shared suggestions on what businesses across all sectors of the industry might look to do while shutdown during the Coronavirus pandemic.
Looking forward to beyond the current crisis, the Sydney-based industry insights company suggests four action for businesses and organisations to consider to make the most of this time.
1. Facility and venue operators - understand the risks and plan to bounce back
2. Evidence and share the value of your venues to ensure ongoing government support remains in place when the doors re-open
3. Utilise this time and make the step change with how your team makes data driven planning decisions
4. Create stronger community connections through this time of social isolation - putting our software to use to help fitness and sport instructors coordinate local outdoor sessions
Providing detail, ActiveXchange founder Alex Burrows advises:
1. Understand and plan to bounce back - one of ActiveXchange's core services is the tracking of visits and membership status across the industry - now over three million people - to help organisations proactively adapt their offer. The first graph below shows the general decline in visit patterns as virus cases increased (sample 500,000 visits). This is to be expected but the decline was only around 20%, less than we expected given the negative (potentially unfair) media coverage in relation to the dangers associated with leisure, aquatic and gym facilities.
The second graph interestingly shows that the decline was sharpest in under 40s (those most sensitive to the risk). The lowest decline was by those aged over 60, the category most at risk of the virus. This suggests a continuing appetite and perceived importance by older generations to remain active.
We also assessed the patten of suspensions and cancellations leading up to the forced closures. We did't see any specific peak in cancellations which is encouraging and shows member loyalty. What we did see was a spike a few days before closure in those pre-empting the sites closing - particularly those aged 30-40.
Solution: Targeted re-engagement of at risk members - we have extensive insight on what programming and incentives are best at generating attendance and customer loyalty across different demographic groups. We will be helping venue operator clients to ensure their timetable and campaigns are focussed and personalised from the outset - example program intelligence from SportsEye Operator below - key trending activities for members aged 30-40.
2. Evidence and share the value of your venues to ensure support is in place - we all know that community sport, leisure and aquatic venues provide economic and social impact. When sites get close to opening government budgets will be stretched even further. We provide two solutions:
A. Health and Wellbeing Dashboard - track the impact your venues are making across health and inequality indicators and ensure your upcoming plans align with government Health and Wellbeing Strategies
B. Social Value - evidence the financial community savings your venues have made over the last 24 months, aligning with Federal Government model principles, includes indicators such as diabetes, dementia, types of cancer, education attainment and employment productivity. Further details can be found here https://activexchange.org/social-value
Solution: Set up your health and wellbeing and social value dashboards and work with the ActiveXchange/ SportsEye team to ensure there's a clear line of sight between your upcoming plans, funding requests and local outcomes and impacts.
3. Prepare now so you can make a step change in how your team makes decisions going forward - this is a golden opportunity to equip your venue, sport or local government team with key industry data and insight tools to ensure decisions are always evidence based. This also means funding is more easy to source. For sport and government a good starting point is getting a free account to access the new National Infrastructure Database (powered by SportEye and governed by a steering group of state governments and national associations).
Click here to register for your account.
Solution: Ensure your team has a comprehensive view of relevant infrastructure and begin to factor this insight into your plans going forward (it's free). The platform also enables your team to setup site action plans and collaborate on these plans internally or with other cross-industry organisations - avoiding long emails lost in inboxes.
4. Create stronger community connections through this time of social isolation - putting our software to use to help fitness instructors coordinate local outdoor sessions
With our industry partners we are scoping a potential solution that would utilise our interactive national database mapping software, strategic partnerships and national network to enable fitness instructors and sport coaches to advertise and manage outdoor small group sessions (capped at two to 10 people, always in line with government guidelines, and with social distancing where necessary). And for the public to then be able to register for these sessions, keeping it really easy to use. This will be an open and free platform.
This will enable communities to re-connect, helping with both physical and mental health, support jobs, and provide the industry with a new broader target market of prospect members for when it fully bounces back.
Click here to contact ActiveXchange via their entry in the Australasian Leisure Management Supplier Directory.
30th March 2020 - Our ongoing commitment to keeping industry professionals informed
28th March 2020 - Clubhouses close but golf courses remain open through Coronavirus crisis
24th March 2020 - ASCTA/Swim Australia release Coronavirus guidance for swim schools
19th February 2020 - Belgravia Leisure’s accessible facilities saved communities more than $15 million
11th July 2018 - Jonas Leisure supports new ActiveXchange industry insights
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Myzone is the industry’s leading wearable technology solution. Myzone’s wearable products show and reward effort when you work out. It displays accurate real-time heart rate, calories, and…read more
Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…read more
METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities. Our team’s…read more
Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…read more
iDwala is the Community Sports Surface Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!