ukactive capital investment strategy

ukactive Capital Investment StrategyImpact Assessment: Salt Ayre Leisure Centre

Who are ukactive?

Large and varied membership

> Health and activity operators and providers

> Equipment suppliers

> Local government authorities

> Health care charities

> Employers and brands

The UK’s leading not for profit health body for the physical activity

sector with around 4,000 members

The Research Institute aims to bridge the evidence gap between traditional laboratory based ‘exercise is medicine’ research and real world interventions.

• Utilise ukactive network

• Partner with academic institutions

• Research that is:

> Translational > Clinically relevant

> Impactful > Set in the real world

ukactive Research Institute

The core aim of the research team is to generate academic publications and conduct research which will contribute to

answering fundamental questions related to how to get ‘more people, more active, more often’.

> The Government’s Industrial Strategy must recognise that our public health infrastructure is just as important as our train or plane networks. This should be driven by a £1bn regeneration scheme to transform the UK’s ageing fleet of leisure centres into new community wellness hubs that can serve as the preventative frontline of the NHS.

> Meeting and ongoing correspondence with SoSand DCMS team to discuss Cap Ex

> Assessment of existing wellness hubs with Sport England team

> Conversations with devolved administrations e.g. Greater Manchester

> Continued positive communications e.g. HCM/Huff Post

Capital Investment

Following the redevelopment of Salt Ayre Leisure Centre, ukactive undertook an impact analysis looking at the effect the changes have had on a number of factors:

Membership DemographicWho is using the centre and has this changed since before the redevelopment?

Number of visits to the centreHas the redevelopment increased visits to the centre?

Type of activityHave the additional facilities changed the activities people are doing at the centre?

Member perception of Salt AyreHas the redevelopment achieved its aims and are the members satisfied?

Introduction

To examine the impact of the changes a number of methods were used:

Data analysisUsing data from before and after the redevelopment the changes in key metrics such as visit numbers, activities and member types can be determined

Member surveyThe entire membership database was invited to complete an online survey on their views and perceptions of Salt Ayre

Focus groupsWe visited Salt Ayre to talk to members and staff to get first hand information of how people felt about the new facility

Introduction

To identify changes in visitor numbers and activity breakdowns before and after the redevelopment, we have looked at transactional leisure centre data from March and April in 2016, and then the same two month period for 2017.

• This time frame was chosen as building work began in May 2016, so taking data from March and April should provide a picture of typical usage before any changes had been made.

• The final phase of the sports and leisure facilities was finished in February 2017, so using March and April 2017 data should accurately reflect typical usage of the redeveloped leisure centre.

• This allows us to build up a before and after snapshot of how many people are visiting and what they are doing.

Pre and post data analysis

Pre and post data analysisTotal VisitsThe first data set recorded each visit that had been made to the centre, either by a member or a visitor, and the reason for each visit.• Across the equivalent time period, visits after the redevelopment increased by 72%

Mar/ Apr 2016 visits:31,795

Mar/ Apr 2017 visits:54,828+ 72%

2016 2017 Change

Swim 11,307 12,449 +10%

Fitness Suite 7,249 13,274 +83%

Fitness Classes 9,491 17,343 +83%

Activities 3,208 11,762 +267%

• Looking at the reason for visiting, all visit types have increased since the redevelopment• In particular, visits for activities (such as Energy or Xheight) have increased over250%

Pre and post data analysisFitness ClassesVisits for fitness classes increased 83% from the ‘before’ period to the ‘after’• This equates to an additional 7,800 visits, making this the most popular activity



+ 83%

2016 2017 Change

Les Mills The Trip New 3,598 -

Body Fit 651 2,226 +242%

Zumba 1,318 1,664 +26%

Body Pump 593 1,365 +130%

Clubbercise 366 1,245 +240%

• The top five fitness classes from 2017 have all shown big increases in visits from 2016

• The classes offered in the new Les Mills Immersive studio have generated over 5,000 visits in the two month period we looked at

Pre and post data analysisSwimmingWhilst no specific work was carried out on the swimming pool, visits increased by 10%• This equates to an additional 1,142 visits• Family swim visits increased by 52% within this period



+ 10%

Fitness SuiteThe Fitness Suite was the second most popular visit type during March/ April 2017• During this time there has been an 83% increase in visit numbers



+83 %

Pre and post data analysisActivitiesThis category includes activities that do not take place in the swim or fitness suite areas• This saw the biggest increase of all visit types• Visits for some traditional activities (badminton, table tennis) fell slightly• The new activities created a large volume of additional visits



+ 267%

The new activities created generated over 10,000 visits during March/ April 2017

Energy: 8,311 visits

XHeight: 1,500 visits

Gravity: 226 visits

Active Members AnalysisThis second data set recorded every swipe into Salt Ayre that had taken place by members during March/ April 2016 and March/ April 2017• This gives the total number of active members, and the total number of visits by these

members• Both metrics show a big increase, with the number of active members more than doubling

and visits increasing fourfold

Mar/ Apr 2016:5,450

Mar/ Apr 2017:28,302

+ 419%

Mar/ Apr 2016:1,314

Mar/ Apr 2017:2,639

+ 101%

ACTIVE MEMBERS

MEMBER VISITS

Active Members AnalysisGenderThe gender of the active members is recorded when they swipe into Salt Ayre• From 2016 to 2017 (March/ April), the proportion of active female members increased

from 55% to 58%• This represents a 178% increase in active female members

Active Members AnalysisAgeThe date of birth of the active members is recorded when they swipe into Salt Ayre• From 2016 to 2017 (March/ April), the average age has fallen from 43.7 years to 37.9 years• The percentage of members in the younger age groups has increased in March/ April 2017• This may be due to the success of the Junior 1 Month Membership Sales, which saw over

200 new memberships being purchased in March/ April 2017

Mar/ Apr 2016 Mean Age:43.7 years

Mar/ Apr 2017 Mean Age:37.9 years

Active Members AnalysisLocationThe postcode of the active members is recorded when they swipe into Salt Ayre• There has been a slight decrease in members located in LA1, alongside a small increase in

members from LA3.• This is accompanied by an increase of nearly 1km in the average distance from members

homes to Salt Ayre• This is an early indication that members are travelling from further afield to access Salt

Ayre and the new facilities

2016 2017

LA1 39% 36%

LA3 28% 30%

LA4 22% 21%

LA2 4% 5%

LA5 4% 3%

LA6 1% 1%

2016 2017Average Distance from Salt Ayre 3.7km 4.6km

Active Members AnalysisVisit FrequencyThe frequency that active members visited Salt Ayre can be calculated from the data• In March/ April 2016, the average number of visits over the two months was 4.1.• This increased to 10.7 visits in March/ April 2017, a 161% increase

Mar/ Apr 2016 visits:4.1 visits

Mar/ Apr 2017 visits:10.7 visits

+ 6.6 visits

This can also be used to work out the number of times per week that active members are visiting

• In March/ April 2016, almost all members visited once a week (or less)• In March/ April 2017 this had decreased to 73%, with more members visiting more often

Days per week 1 2 3 4 5 6 7

2016 97% 3% 1% 0% 0% 0% 0%

2017 73% 14% 6% 3% 1% 1% 1%

Member Survey

An online survey was sent to the current membership database, offering the opportunity for members to give their feedback on a range of issues, including:

• Frequency of visits to Salt Ayre

• Satisfaction with facilities at Salt Ayre

• Views of the redevelopment

• Any issues or problems they wanted to report

Member Survey

Respondent BreakdownA total of 72 members responded to the survey

32%

68%

GenderMale

Female

Age

• Representation from all age groups

• Most members (29%) fell into the 25-34 year old age group

Disability Ethnicity

No

Yes, limited a little

Yes, limited a lot

92%

3%

3%

White or White British 96%

Asian or Asian British 1.4%

Prefer not to say 1.4%

Black or Black British 1.4%

Member Survey

Survey Results: Satisfaction of facilities

• Respondents were asked to rate their satisfaction with the facilities on a scale of 1 (not at all satisfied) to 5 (Extremely satisfied).

• All leisure facilities scored highly on member satisfaction, achieving an average of over 4 out of 5.

63% of members say they are visiting Salt Ayre more often since the redevelopment

Facility Average

XHeight Indoor Climbing 4.7

The Training Zone 4.6

Les Mills immersive studio 4.6

Fitness Suite (gym) 4.5

Energy Indoor Soft Play 4.1

Sports Hall 4.1

Refuel Café 4.1

Gravity Flight Tower 4.0

The Fitness Suite is the most frequently used facility, with 73% of respondents using this frequently (at least once a week)

Member Survey

Survey Results: Views since redevelopment

Members were asked ‘To what extent do you agree?’ with a series of statements, with the options strongly disagree, disagree, neither agree nor disagree, agree and strongly agree.

Percentage of members who ‘agree’ or ‘strongly agree’ with the statements below:

The overall look of Salt Ayre has improved since the redevelopment

The range of facilities and activities has improved since the redevelopment

The overall environment of Salt Ayre has improved since the redevelopment

The appeal of exercising of Salt Ayre has improved since the redevelopment

89%

84%

79%

74%

Member Survey

Survey Results: Member feedback

• Members were offered the opportunity to give other feedback on Salt Ayre.• Feedback was almost entirely positive and focused on how the redevelopment had

improved the centre.

“A vast improvement over what it was. It now appeals to the whole community from young families to dedicated weight lifters.”

“Much better use of space and more appealing and relevant activities on offer.”

“The premises look fresh and more welcoming.”

“It is a pleasure to see the centre being used and enjoyed by a lot more people of all ages.”

As part of the impact assessment the ukactive team spent a day at Salt Ayre speaking to members and staff to get their views on the redevelopment.

Focus Groups

Key Themes: Use of facilities

• Overall individuals spoken to were most likely to use the gym or the swimming pool, or

their children/grandchild used the soft play area

• Staff referred to the refurbishment opening up the centre to a wider demographic of

people, who all used a range of the facilities

• Overall perceptions to return were positive

• A common reccurring theme was that there was something available for everyone to try,

all in one place, which was very convenient.

Focus Groups

Key Themes: Satisfaction/perceptions of change

• Positive perceptions of the refurbishment was the most prominent theme. This included

the perception that the refurbishment was conducted very well.

• In addition, the space was used well and the equipment offered was ‘top notch’.

• Several members claimed that the membership price was very reasonable in comparison

to surrounding areas.

• The staff were praised for being helpful and friendly, which was always the case.

However, it was noted that after the refurbishment staff appeared to have more time to

help individuals with what they needed.

• In particular, one lady shared that the staff and trainers in the gym offered gym

assessments which personalised her work out had kept her coming to the gym for the

first time ever in her life.

• Total visit numbers (members and non members) increased by 72% from the comparison

period before the development

• The new adventure facilities (Energy, XHeight & Gravity) created over 10,000 visits

• The Les Mills Trip class has accounted for over 3,500 visits in March/ April 2017 making it the

most popular class by a long way

• In 2017, active members more than doubled to over 2,500

• The new Junior 1 Month membership has proved popular, with 202 sales in Mar/ April 2017

• The increase in members was led by females, with active female members increasing by

160% to make up 58% of the membership base

• Average distance of members homes from Salt Ayre has increased by nearly a kilometre.

• Responses from the survey demonstrated a positive attitude towards the redevelopment,

with members rating the facilities high on satisfaction levels.

• The surveys and focus groups have helped gather anecdotal and qualitative information to

back up the findings from the data analysis.

Conclusion

Thank You

ukactive capital investment strategy

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