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AUSactive has launched its first Digital Futures Research Report, providing insights and data from more than 450 businesses that can be used as benchmarking tools for how health and fitness businesses can embrace technology for future growth and greater efficiency.

Building on research conducted by ukactive and Rewrite Digital, the Digital Futures analysis is an assessment of the digital maturity of health and fitness operators from all across Australia.

Explaining that the report is a great foundation and learning tool for fitness businesses to assess and embrace technology that can benefit the future of their business and member experience, AUSactive Chief Executive, Barrie Elvish stated “we are thrilled to release our first Digital Futures Research Report in collaboration with more than 450 businesses and our partners here in Australia.

“The health and fitness sector faces a stronger than ever necessity to drive digital change to create fulfilling customer experiences and provide value for money. This is key to the sector’s survival and growth.

“We’ve found many businesses in the industry are diving into digital as it continues to advance, having adopted artificial intelligence (AI) in operations, advanced digital marketing strategies, and moved to provide an omni-channel experience to support the exercising journey, at anytime and anywhere.”

Key Findings from the Digital Futures Research Report:

• Overall, the surveyed Australian organisations averaged a 43% score for digital maturity and effectiveness.
   o Health and Fitness and/or Leisure operators averaged a 45% score, and
   o Pilates and/or Yoga operators averaged a 39% score.
• The highest-scoring digital area was Data & insights. The lowest scoring area was Digital experiences
• 47% of organisations consider themselves as advancing or advanced in digital vs 55% in the UK
• 75% of businesses said they would invest in their digital or data infrastructure or systems in the next 12 months.

AUSactive General Manager, Industry Standards & Development, Chris Alexander, said gathering data was a powerful tool for decision-making, and the active health, fitness, and leisure industry generates a wealth of valuable data across various business functions.

Alexander noted “by integrating data from both front and back-end systems, and applying it to all aspects of a business, organisations can design the most suitable digital growth strategy tailored to their unique needs, regardless of their current stage of development.

“We’re proud of the results in this report, because there is much to be commended and much to be learned. We hope other businesses within our industry use this report to forge on with their own digital journey with confidence and an improved understanding of all things digital.”

The Digital Futures Research Report follows research conducted with 450 Australian health, fitness, Pilates and yoga operators and other physical activity organisations between July and December 2023.

To access the executive report, go to ausactive.org.au/digital-futures

AUSactive members can access the full report via their member dashboard.

Main image credit: EMF.

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