1) Provide the optimal offer to engage and retain more active members (infrastructure)

2) Intelligent marketing - right person, right time, right message

3) Evidence Social Value - tracked community saving

2019 National Sports Convention Award

SportsEye Operator - SportsEye PRO - SportsEye State & Govt

Investment Planning Model & Report Service (new sites)



ActiveXchange is shaping a new data driven approach to investment and delivery across community sport, leisure and fitness. Building up networks of relevant data (market intelligence) and shared planning information, coupled with our specialist and innovative approach to analysis and predictive modelling (business intelligence), enables us to work alongside your team to create clear lines of sight on how to maximise participation outcomes, commercial returns, and social value impacts. 

This more scientific, partnership approach is designed specifically for leisure, aquatic and fitness facility operators, sport organisations, local, state and federal government.


SportsEye for facility operators

SportsEye PRO - empowering State & National Sport Organisations


"Belgravia Leisure is passionate about creating more active and healthy communities. It’s imperative that vital decisions made throughout our organisation are underpinned by robust and up to date evidence. We’re delighted to be working closely with ActiveXchange to ensure any facility we operate uses sector intelligence to drive local participation outcomes and social value impacts. The role ActiveXchange is playing in bringing the sector together to open up market and business intelligence options is very exciting!”

Nick Cox, CEO, Belgravia Leisure - Business intelligence partner (SportsEye Operator)

"Sport NSW partnered with ActiveXchange to undertake predictive analytics to forecast demand  initially for nine sports in NSW. The result provides the sports with powerful data on their scope for growth, the geographical locations where the growth is most likely and the risk of participant drop-out mapped to specific clubs and locations. This proves that there is a significant opportunity for analysis of this nature to be undertaken throughout the sport and recreation sector in NSW to better tailor the offer to existing and potential participants."

Darren Simpson, CEO, Sport NSW (Association for 200+ sport organisations) - SportsEye State & PRO

Investment Planning Model & Report Service


This offline report service is used extensively by leisure planning consultants, government and commercial operators to assess new build, franchise or contract options, or to viability test changes to the facility mix, capacity or offer at existing venue(s). Outputs underpin feasibility studies, business plans and infrastructure strategies and plans. 

The predictive model uses unprecedented intelligence from over 2 million current facility users, coupled with a national audit to identify the optimal location and specification of venues, aligned with the profile of current and future demand. It's accuracy is validated against actual outcomes from across the ActiveXchange SportsEye Network. A full model overview, video and example report can be found here.


Report options available to order:

  1. The Current Venue (identifying unmet demand) 
  2. New Site Scenario 
  3. Optimal Site Location Scenario 
  4. Blank Page Scenario (both location and facility mix still to be determined)
  5. Area-wide (all Council) Analysis - aquatic and/or leisure

Each report includes:

  • competition and venue catchment mapping
  • member and visit projections 
  • target member acquisition/ conversion map
  • segmentation profiling to support the marketing plan
  • optimal capacity specification, programming and pricing
  • sector performance benchmarking to test viability
  • Social Value impact (optional bolt-on - see service below).

Social Value Model & Report Service

The need for Social Value


There is a growing emphasis on the non-financial impacts community facilities are and can have. The Social Value Model:  

1) Recognises community savings generated through physical activity

2) Ensuring funding is allocated to where it will make the greatest impact

3) Helps partners to engage a wider range of funding sources



The Social Value Model risk profiles each individual facility user, and aligns their profile of activity at the site with a risk reduction. The monetary savings are then be summed at program, site and operator level and tracked on a rolling basis. Operators are provided a report and/or access to tracking dashboards



The Social Value Model automatically processes member and attendance data already being collected by leisure management systems - this standardisation allows for anonymised benchmarking so outputs are consistent, relative and relevant. 

Key indicators include mental health, dementia, cardiovascular disease, diabetes, bowel cancer, breast cancer, risk of drowning, education attainment and increased productivity



ActiveXchange has partnered with KPMG as Research Partner (following their work on the Value of Community Sport Infrastructure for Sport Australia) to refine a model with similar principles relevant for local leisure and aquatic centres.  ActiveXchange has also partnered with the DataHub to support data processing and reporting. 

Social Value Growth (SportsEye)


We don't ever stop at reporting. The SportsEye platform provides a range of business intelligence and direct access to the ActiveXchange Data Team in order to create site action plans aligned with specific Social Value growth targets. We make it easy to then communicate these plans with stakeholders

Sector support


The Social Value Model and Service is supported by a range of sector partners. 

As part of this sector collaboration partner operators and sport organisations are recognised for significant growth in Social Value. Market trends are also shared via regular state of the sector reports.

Key Dates

2018 we were here...


  • Invited Speaker - Fitex New Zealand
  • Invited speaker - Belgravia Summit, NZRA
  • Exhibitor - International Parks and Leisure Conference
  • Australasian Leisure Magazine Oct 2018
  • Invited speaker - Aquatics & Recreation Victoria 2018 Industry Conference
  • Invited speaker - 2018 National Sports Convention
  • Australasian Parks and Leisure - Winter 2018 feature article

What's planned for 2019...


  • Sport NSW 2019 Industry Conference - Feb (speaker)
  • Parks and Leisure NSW/ACT 2019 - May (speaker) 
  • Aquatic and Recreation Institute (ARI) Conference - June (speaker)
  • National Sports Convention - July (speaker)
  • Fitness Industry Technology Summit - July (speaker)
  • Waves 2019 - NZ National Aquatic Conference - Sept (speaker alongside our partner Sport New Zealand)
  • Aquatics and Recreation Victoria Conference (speaker) - September
  • NZ Recreation Conference - Nov (speaker)

Passionate about data and getting people active? Join the award winning team!


We commit to making a difference and championing talent, while supporting clients to deliver tangible returns from a smarter use of data, business intelligence, and technology. We're also growing fast and looking for exceptional data analysts with a background in market and business intelligence (BI) to join our team, details are here


Get in touch

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Our team

Our forward thinking team has extensive experience and appreciation of how data driven decision making benefits businesses and communities from day one. We also understand how challenging data can be!  Through collaborative partnerships we put the type of data science expertise traditionally used by supermarket chains behind each partner to help simplify decisions and grow tangible outcomes.

Find out more about us here

ActiveXchange Pty Ltd

SYDNEY: Spaces Surry Hills, 111 Flinders St, Surry Hills. / MELBOURNE: 580 Church Street, Richmond.

+61 (2)4017 1234 / +61 (0)4517 22246 info@ActiveXchange.org ABN: 92627386127