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ActiveXchange partners with Sport and Recreation ACT to inform sector

ActiveXchange partners with Sport and Recreation ACT to inform sector
August 25, 2021

Continuing its steps to harness and empower data across planning, investment and delivery amid the COVID pandemic, ActiveXchange has announced a partnership with Sport and Recreation ACT to connect and inform 20 ACT sports.

ActiveXchange has revealed that it has commenced building ACT Government department Sport and Recreation ACT’s SportsEye account alongside 20 sports who have all committed to harnessing the power of a shared data ecosystem to better connect and inform strategy, investment and delivery across sport in the ACT.

Sports include AFL, athletics, Auscycling, baseball, basketball, bowls, cricket, football, gymnastics, hockey, little athletics, netball, softball, table tennis, triathlon, touch, rugby league, rugby union, tennis and volleyball.

Introducing the partnership, ActiveXchange Chief Executive, James Ellender stated “we are thrilled to be partnering with Sport and Recreation ACT at such a critical time and are looking forward to the immediate benefits the 20 sports will gain alongside each other, and nearly 100 sporting organisations across Australia and New Zealand”.

By connecting to SportsEye, Sport and Recreation ACT will get a birds eye view of sport across its Region with sports connecting abel get the benefits of an independent and agnostic Data Science team and ActiveXchange’s extensive modelling, predictive analytics and connected third party data sets all sitting inside the SportsEye network.

Once delivered, every sport will get an individual account with their own data to understand:

  • Club participation via interactive mapping tools that visualise current members, predicted demand for wider participation (using market segmentation analysis), conversion of demand and therefore remaining growth hotspots.
  • Sport Performance via dashboards to support benchmarking, trend analysis and identify relative priorities across the region.
  • Community profiling, using ABS and other licensed third party datasets to show demographics, health, employability and inactivity mapping layers and social impact hotspots (to align with areas of potential growth for each sport).
  • Health and Wellbeing dashboards to summarise social impacts of their sport across the region.
  • Access to the National Infrastructure and Action Plan module, to support the creation and maintenance of a single source of truth with respect to infrastructure data, avoiding ongoing duplication of information gathering across all stakeholders.
  • All supported by the ActiveXchange Academy and a team of Data Analysts.

As more than half of Australia is in lockdown including the ACT, the importance of cross-industry and sector-wide collaboration has never been more paramount. As we look to the future of sport and community participation, making informed decisions, underpinned by evidence, will be required more than ever before to ensure that every ‘next step’ is making the most of the resources and funding available to get people active and reconnected to their communities.

Ellender added “the sport and physical activity sector across Australia and New Zealand have been data rich but insight poor for too long. It is great to see another significant part of Australia embrace the role of data and technology in helping to shape a more informed and connected sector - we are going to need every bit of evidence and collaboration coming out of COVID.”

To find out more about this initiative email or go to

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14th December 2020 - ActiveXchange puts data analytics at the fingertips of 18 NSW sporting bodies

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5th November 2020 - ActiveXchange’s data analysis to expand VICSWIM program and help children get back to swimming

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

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22nd July 2020 - Australian Sports Foundation survey finds Coronavirus has taken $1.5 billion from community sport

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

26th March 2019 - ACT Government to sacrifice 1.6 hectare Holt sporting fields for shopping centre expansion

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