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

SportsEye - generating more members who stay for longer


Data driven decision making

We support facility operators align their offer with the evolving needs of any local area - this involves using predictive models and machine learning techniques. We've now partnered with over 300 venues, helping to deliver greater returns from facility investment, timetable programming, pricing, operations and target marketing decisions and investment.  On average we reduce attrition rates by 27% and cost of new member lead generation by 42%. For more information please see:

- SportsEye Operator - Leisure & fitness business intelligence partnerships

- SportsEye Pro - State and National Sport Organisation investment planning platform


Investment Planning Model + Reports

This offline service is used by leisure planning consultants, local government and commercial operators to assess new build, franchise or contract options, or to test the viability of changing the facility mix, capacity or offer at your existing venue(s). 

The predictive model identifies the optimal specification of venue aligned with current and future demand. It is constantly checked against actual outcomes, and is currently operating at 95%+ accuracy.

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)

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).

"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 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

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

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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.  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