The Moving Communities team welcomes Martyn Allison’s comments in the previous issue of HCM (Issue 5 2021, page 78, ‘Aiming for Equality’).
Martyn articulately sums up the value of the Moving Communities data collection and dashboard to the sector and raises some very valid points.
In delivering on the Moving Communities initiative, we have taken the National Benchmarking Service and enhanced it, both with added content – such as the Social Value Calculator – and also with greater coverage across England.
There are now 1,200 sites and 254 local authorities submitting data to the platform and the recent Customer Experience Survey received over 50,000 responses from individuals having visited at least one of 1,183 sites since the re-opening on April-21.
This represents 267 operators, and 158 local authorities.
These participants are not just ‘members’ – many are pay and play customers as a result of the fact that sites are requesting all visits be booked as part of their COVIID-19 safe procedures.
Our two-page infographic can be downloaded in full from www.movingcommunities.org and shows data based on the first seven weeks of Moving Communities. This indicates that a greater proportion of participation in leisure centres has come from people living in more deprived areas, when compared to the same time period in 2019.
While there is still higher total participation by people from less deprived areas, the distribution across the Index of Multiple Deprivation (IMD) deciles, is more balanced than it was before the pandemic.
The recent customer
Experience Survey received
over 50,000 responses
from individuals having
visited at least one of 1,183
sites since reopening in April
We have a desire to drive change via the data and insight that our platform is generating. The data and insight provided so far by Moving Communities is highly encouraging, especially when analysing the return of participants from deprived areas.
It is key to note, however, that the data is from a short seven-week period and is, therefore, subject to change, especially as wider behavioural trends develop across society and restrictions associated with the pandemic are gradually lifted.
As further data becomes available, it’s vital that greater focus is placed on using qualitative and behavioural research to understand quantitative data in more detail, as well as informing how the sector invests into and engages with local facilities and communities.
• Find out more: Data and insights are shared on our website, www.movingcommunities.org, on LinkedIn @Moving _Communities and Twitter @MovingCommunit1