Empowering data. Intelligent investment.

The confidence to change

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), coupled with our specialist and innovative approach to analysis (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 benefits and empowers leisure, aquatic and fitness facility operators, sport organisations, local, state and federal government.

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

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

3) Evidence Social Value - tracked community saving

the team changing a sector

Investment Planning Model & Report Service (optimal offer)


Data driven decision making

We put the type of scientific planning intelligence that supermarket chains use at the fingertips of any Australian and New Zealand leisure, aquatic and fitness operator or investor, and councils.

The Service, delivered in partnership with a range of state and national bodies and associations, is relevant for assessing new build, franchise or contract options, or if you are considering changing the facility mix, capacity or offer at your existing venue(s). 

The predictive model is constantly checked against actual outcomes, and is currently operating at 95%+ accuracy.


Sector intelligence powering local opportunities

Market intelligence for the first time in Australia and New Zealand is being built from up to date sector data on members (which type of people are signing up to different types of membership), attendance patterns (capacity planning), and facility performance (what types of facilities are most effective at absorbing different types of customer demand). 

In summary, we’re supporting facility operators optimally align their offer with the evolving needs of any local area.


A full model overview, video and example report can be found here.

Ongoing leisure & fitness business intelligence partnerships.

SportsEye Pro - the State and National Sport Organisation & Local Government investment planning platform.


Available report options:

  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)

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 facility capacity specification + programming and pricing
  • sector performance benchmarking to test investment viability
  • Social value impact (optional bolt-on - see service below).

activeCAMPAIGNS - member acquisition, retention, value


Right message, right person, right time.

1) Increased member lifetime value (retention)

2) Decreased cost of customer acquisition 

This means more active members staying with your organisation for longer.

We're working with the largest Australasian leisure and fitness operators. Outcomes are constantly tracked, ensuring our modelling remains as accurate as possible.

1) Engaging your next member


Our Investment Planning service uses the latest market trends to understand which type of people are most likely to join your specific facility or organisation, at any point in time. We account for local competition and your current membership base. 

Our retention model accurately predicts at risk of drop out members at any point in time, tracking the value of this risk, and prioritising proven ROI retention campaigns. 

More details.

2) Targeted campaigns using optimal channels


Working with Experian, Australasia's leading direct marketing partner we deliver cost effective direct content to generate membership leads - delivered via email, mail and optimal social media channels. This is automatically tailored to a household level to maximise results. We support your team to collate member sign up results and track your campaign ROI, working in collaboration to drive results across a sector. 

More details.

Advisory Services

Social Value


Target and then evidence the monetary community savings your program or facility is generating in an accurate, consistent and credible way

Data Roadmap


Know what role data can play across your organisation and wider partnerships. Tailored sport and physical activity data strategies and advisory service

"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 (operate 150+ venues) - Business intelligence partnerships

"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

Find out more

The Journey

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

2019 - what's planned...


  • Sport NSW Industry Conference - Feb (speaker)
  • Fitex Australia - April
  • 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)
  • Aquatics and Recreation Victoria Conference - September

Passionate about data and getting people active? Join the 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

Our team

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

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 ABN: 92627386127