Actioning a more Active Nation

James Ellender explains how learnings from ActiveXchange’s Expert Circles are being transformed into action and opportunities for a more active nation

Facilitated by Martin Sheppard, ActiveXchange’s Board Chair, more than 30 industry leaders have come together from academia to Sport Australia, local government and state peak bodies, through to national sporting organisations (NSOs), operators and businesses, to collectively explore how we can use data and insights to broaden our knowledge for decision-making.

Following the meeting, Sheppard explained “what was abundantly clear was that whilst everyone is ready and willing to collaborate on solutions to answer key questions ranging from the inactivity in our communities and organised sports participation to infrastructure and social value, it is not as simple as it seems.

“As we rebound out of lockdown and back to some form of day-to-day life, there is no doubt we will quickly return to the hundred-mile pace we are used to (and) this is where the role of data becomes incredibly important, giving line of sight, common threads, all with the ability to not just inform decisions, but advocate at a greater volume for change.

“One of the biggest challenges highlighted in the Expert Circles is understanding how active and inactive Australasians currently are. Coming out of lockdowns, especially longer periods in NSW and Victoria, being able to measure the level of inactivity is important to making everyone ‘more active, more often’.”

As part of the collaboration, the initial aim would be to provide every local Council in Australia access to ActiveXchanges’ SportsEye platform so that they can appreciate the level of activity or inactivity within their community.

But two questions linger; how can inactivity be captured? And more importantly what is inactivity?

For a long time, organised sport has been a benchmark of being active. Whether that is being part of a sporting club, social club, church group, workplace, or gymnasium, that has been the way an active society has been measured. What about the people who aren’t involved in these circles? Those members of the community who are out walking in their suburban area, playing in the park, hiking, bushwalking and the like.

As Anthony Neal, Director of Recreation Services for the City of Melbourne, explains “the City of Melbourne has recently used the social value model to inform three key initiatives that are ongoing including the community recreation infrastructure needs in two urban renewal areas and after informing the Recreation Infrastructure Master Plan for the City.

“We are digging deep to understand what the data is telling us and what the future will hold for Melbourne as the population continues to rapidly grow.

“And as the City begins rebounding from one of the longest lockdowns the world has seen, it is providing currency for the role recreation can play in supporting the people post lockdown. How can we encourage workers back into the CBD through recreation? It could be from them wanting to go for a run at lunchtime with colleagues - friends, mates - to using the gym or the pool.”

Being able to have clear definitions of what is physical activity and exercise as well as what data should be collected to be aligned not just across the sector but nationally and more so globally, was one opportunity explored during the Expert Circles.

And it is through data-alignment that commercial providers including membership organisations (such as organised sports) and event promoters, which encompass fun runs, that we’ll be able to identify and reach prospective customers going forward.

There is no doubt Australia and New Zealand are sportloving nations, and investment at the elite level is evident but as obesity rates increase how can we transfer this love and passion to a community level.

Year upon year, education campaigns have been a key source to trying to get the public more active - but education alone isn’t enough. The people who are physically active are already out there.

Now it moves into taking the sport to the people, becoming more interactive within our communities because social interaction is a key part of being active.

The Expert Circles found that there is a correlation of people who attend community sport facilities, aquatic and recreation centres, and sport events and who would have a high level of interest in ‘connecting’ with their chosen sport - maybe not as sports members, but as part of the sports ‘family’.

Sometimes looking abroad to ideas that have been implemented could be a starting point. The London 2012 Olympic Games had a legacy no other previous Games had. They attempted to inspire a generation to engage in sport and to be more physically active.

The UK city of Sheffield, along with the East Midlands and London, became part of the national centre for sport and exercise medicines. It was a transformation for the city to become more physically active.

One aspect that was invested in was sporting hubs.

With Australia’s population size and investment into sport, there is a great opportunity to bring sporting hubs into our metropolitan and regional areas. Bringing this idea to life in local communities instead of running sport at a high level. Allowing organisations to not just engage directly with their local community but provide what is uniquely needed based on a deep and rich understanding of the community profile, its health and wellbeing needs and importantly, understanding its activity and inactivity levels.

With all that at the front of mind, what should we do next?

Well, being able to keep the discussion going between all levels of government, peak bodies and facility operators to find solutions to the issues we are facing with inactivity is a great starting point.

As we approach the 10-year mark until the Brisbane 2032 Olympic and Paralympic Games it is more important than ever to be able to encourage future generations of participants to simply be active. We will continue to listen, collaborate and answer the questions alongside the industry and look forward to gaining deeper knowledge through partnerships already in place in Canada with the Canadian Parks and Recreation Association and collaborations with organisations such as Europe Active.

The focus of the group is to develop: •Clear definitions on what is physical activity, exercise and what data should be collected as there is a significant amount of options which needs to be aligned, across the sector, across the nation and globally •Clear definitions of data collection are needed that allows for specific alignment and targeting •An integrated approach for aggregating data from, sport, leisure facilities, event participants would create a significantly improved modelling and avatar creation. Data alignment would allow for significantly improved targeting and identification of ‘future participants’ across the country •Support the collection of qualitative data to align the experience of participation with the transaction of being a member or participant

ActiveXchange has established and is resourcing the Expert Circles to listen and collaborate to enable data across leisure, recreation, sport and government. James Ellender is Chief Executive of ActiveXchange. If you or your organisation are interested in contributing and being part of the solution, E: james@activexchange.com.au