The latest Moving Communities Impact Report from Sport England, released today, reveals a significant increase in participation in fitness-related activities across public sector leisure centres in England. Covering data from April 2022 to March 2024, the report is based on the largest sample size to date, with 563 public leisure centres contributing regular data.
Key findings from the report include a 20% increase in participation in fitness activities, reflecting a growing trend in physical activity, especially among those in the most income-deprived areas of the country. Overall participation at these centres saw a 7% rise during the surveyed period, with a notable 9% increase among users from economically disadvantaged backgrounds.
Despite the increase in participation, financial pressures continue to impact many, with 52% of users from the most income-deprived areas reporting that rising living costs have negatively affected their ability to stay active. This compares with 35% of respondents from more affluent areas.
The gender distribution among participants was nearly balanced, with 52% female and 48% male users. The most active demographic was the 1-15 age group, largely due to swimming lessons, while participation rates declined steadily among those in their mid-forties and older.
Looking ahead, 96% of respondents indicated their intention to exercise at least once a week at their leisure centre over the next six months. This increase in participation has also driven a rise in the total social value of these activities, which jumped by nearly £50 million between 2022/23 and 2023/24, reaching £890.6 million, or an average of £119.38 per person. Health savings totaled £146.3 million.
Despite these positive trends, customer satisfaction, as measured by the Net Promoter Score (NPS), remains a concern. The NPS has stagnated at 22 for the second consecutive year, a notable decline from the score of 35 recorded in October 2021. While more than 50% of sites achieved a “very good” score in Quest assessments, only 11% reached the “excellent” level, indicating room for improvement.
Factors such as friendly, helpful staff, and cleanliness were rated as the most critical aspects of a leisure centre visit, with both scoring 99% in importance. The importance of value for money has also surged, rising from 82% in 2022 to 98% in 2023.
The report also highlighted a substantial increase in recruitment activity since the COVID-19 pandemic, with job postings rising by 1,550% from January 2021 to January 2023. Frontline positions, in particular, are commanding higher salaries as the sector continues to recover and grow.
Overall, the Moving Communities Impact Report paints a picture of increasing engagement in physical fitness across England, despite ongoing challenges related to affordability and customer satisfaction.
