Contents. » Introduction to Benchmarking The metrics Data required Key terminology Who can join

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1 User Manual

2 Contents» Introduction to Benchmarking The metrics Data required Key terminology Who can join» Getting started Register your operator Enter information about sites Submit data for benchmarking Run reports Data Security Helpdesk» Insight Reports» Next steps

3 Introduction to Business Performance Benchmarking The ukactive Benchmarking software provides operators within the leisure sector with a unique insight into how their organisation is performing against the industry average and other operators anonymously. This information is free for ukactive members and crucial in order for businesses to achieve better results, and in order to create clear and precise data for our industry moving forward, showcasing our market value. The online software is flexible, secure and strictly confidential for each user.

4 Introduction to Business Performance Benchmarking» For all participating operators, this service allows operators to: Understand the trends and allow operators to make the right actions going forward Truly understand participation rates in the sector on a month to month basis Gain insights into seasonal impacts on activity levels To clearly understand an operators market share and compare trends Build a historic database of activity therefore tracking improvements in the sector Improve the credibility of the sector with both the investment community, government and other relevant stakeholders» The Metrics: The service provides live reporting and flexible comparisons across the five metrics. In addition, operators will be able to review performance confidentially across a range of categories, including geography, number of sites and the type of operator.

5 The Metrics Metric Definition How we calculate it Attrition Rate The total number of members who have terminated their memberships, as a percentage of the month beginning figure The total number of members who have terminated their membership, as a percentage of the total number of live members at the beginning of the month Total Member Movement The total movement in the number of members between the current and previous month Movement in the numbers of members from the previous month end to the current month end, as a percentage of the total number of members at the end of the previous month Joiner Rates The total number of new members who have joined in the month, as a percentage of the month beginning figure The total number of members who have joined in the month, as a percentage of the total number of live members at the beginning of the month Membership Yield The average price paid per member for their membership in the month. We take the total membership income for the month and divide this by the total number of paying members. Average Length of Membership The average length of a member, for both live members and leavers We take the average number of months that members have held their membership for, regardless of whether they are live or cancelled.

6 Data we require for each site: a) The total number of members who have terminated their membership in the month b) The total number of live members at the beginning of the month c) The total number of live members at the end of the month d) The total number of members who have joined in the month e) Total membership income for the month f) The combined average number of months that both live and cancelled members held their membership for

7 Key Terminology: A Member is defined as: An individual who pays a monthly fee to access the facilities, regardless of the term This includes members who pay by direct debit This includes members who pay annually This does not include members who have frozen accounts This does not include complementary members This include members with a money back period This does not include pay and play members This can include reduced rate members such as for those with a disability This is an analysis across members who hold a fitness/gym membership only This is for adult members only, based on the terms and conditions as set out by the operator Membership Income is defined as: Direct debit income Slider payments (the remaining balance due for that month when a new member joins) Annual payments as prorated income Excluding joining fees Gross income (inclusive of VAT)

8 Who can join?» The ukactive Benchmarking tool is free and available to all ukactive operator members including:» Private fitness chains» Local authorities» Trusts» Local authority management contractors» Budget clubs» Hotels» Outdoor operators» University and college facilities» Independent operators

9 Getting started:» To take part in ukactive Benchmarking simply follow the four steps listed below. The following slides will provide some more information about each stage. 1. Register your operator at 2. Enter information about sites 3. Submit data for benchmarking 4. Run reports

10 1. Register at

11 Verify your address and then login To ensure the data you ve entered is correct we ll send you an to verify your account. In addition, ukactive will complete a similar verification process to ensure users are ukactive operator members.

12 Benchmarking home page Operator dashboard Once logged in, you will be presented with a unique dashboard which presents data for your sites only, alongside the national average and average for all your sites.

13 Operator Profile Each operator has a profile which displays the number of sites they have submitted data for, based on the previous month s submission. Contact details are also displayed here, these can be edited and removed at any time.

14 2. Enter information about sites Once you have reviewed your profile, the next step is to enter information about each of your sites. This information can be uploaded one of two ways: 1. Download a template spread sheet to complete, save to desktop and then upload 2. Enter the data on screen, site by site

15 Updating site information: Details about sites can be updated at any time. If circumstances arise which prevent a particular site from taking part, then users can temporarily deactivate this site, and data will therefore not be requested.

16 3. Submit data for benchmarking Once registered, operators are required to upload data for the previous three months, for example if this is in October, then data will be required for July, August and September. There are two ways to submit data: 1) Download a template spread sheet to complete, save to desktop and then upload or, 2) Enter the data directly onto an online web form

17 Data Validation To ensure the data being submitted is valid ukactive and Mazars have agreed a range for each metric. If data falls outside of these ranges then the relevant data fields will be highlighted and operators will be required to amend the figures.

18 Data Validation: Applying an exception Operators have the option to apply an exception rule to any site. An exception rule will allow operators to identify sites which data does not fall within the agreed parameters. The table below lists the four existing exceptions and definition for each. 1. Temporary closure Temporary closure refers to sites which have temporarily closed for a period within the month, or the entire month. This could be due to: An operational issue such as water damage, or a health and safety issue which has prevented members from entering the site A closure of part of the club e.g. swimming pool which may be due to refurbishment, maintenance or another operational problem Sites which are flagged with this exception are likely to record reduced figures for joiner rates, membership yield, and total member movements. Sites may also record an increase in their attrition rate.

19 Data Validation: Applying an exception New opening New opening refers to brand new sites which have opened within the month. These sites are either a new build or have opened following a period of closure whereby the site has not been operating. Sites which are flagged with this exception will likely see the joining rates, membership income and yield increase and the attrition rate is likely to be lower. Change of ownership Change of ownership should be applied when an operator adds a new site which has not been closed for a period time; rather the operator has recently adopted ownership of this site. When adding this site, the new operator will be required to upload data for the previous three months, and therefore the exception will be applied to the first month. Recent investment Recent investment refers to sites which have improved the facilities in some form, due to a recent investment. Sites which are flagged with this exception may record a reduction in attrition rate and an increase across both the joiner rate and membership yield.

20 Remember, the deadline to upload data is the 10 th of each month

21 4. Run Reports Reports are available to run from the 11 th of every month, once all data has successfully passed the validation stage. User can now run detailed reports based on each metric by applying the following filters: Size of operator i.e. the number of sites the chains operates Geographical location distance from a postcode or specified site Type of site such as trust, local authority management contractor, council operated, private health and fitness site and educational Facilities available at the site such as pool, racquets, group exercise, food & beverage and many more Membership and access including 24 hour access, access to schools, and membership contract terms and membership size All graphs can be exported to Microsoft word products.

22 Snapshot Analysis Snapshot analysis presents data for one month only. The data is illustrated on a bar chart, whereby each bar represents an individual site. The lead user can identify their sites as these are in orange. Additional lines have been plotted to display figures for the national average and the average for the specific report (i.e. filter average).

23 Timeline Analysis Timeline analysis presents data for a specific period e.g. Jan-Jun. The data is illustrated on a line graph, whereby the following figures are plotted: National average Best performing site Worst performing site Average for that specific report (i.e. filter average) Operators can then select which of their own sites to plot on this graph.

24 ukactive Benchmarking Data Security» The benchmarking tool is a web based system that stores data within a secure database.» All data submitted either via web forms, by spreadsheet or by the proposed API is transmitted to the server via SSL (Secure Sockets Layer - https). This encrypts at 128bit strength and a TLS 1.2. connection. All information viewed in chart format or delivered by html / spreadsheet is also covered under this SSL encryption.» Database content is stored in an encrypted format. No data can be read from the database in isolation without being decrypted by the benchmarking module. Complex user passwords are utilised and are not stored in the system database. This requires that password reset procedures are used in the event of a lost or forgotten password. Multiple failed login attempts are logged and blocked.» All data submitted by operators and sites is encapsulated to ensure that only the data owner can view the full information uploaded and other operators and sites can only view cohort data in a non-identifiable manner.» Nightly database backups are made and stored in a secure location.

25 Helpdesk Support is provided by Lighthouse IT Ltd. For all support enquiries, please use one of the following contact methods: Helpdesk phone lines are: Helpdesk Lighthouse Support staff will log your support enquiry and direct your call to the most appropriate member of staff who can deal with the request. s sent to this address will automatically enter our helpdesk ticketing system and an automated response will be sent. Support staff will investigate the request and respond via the ticketing system.

26 Insight Reports To accompany the online platform, ukactive and Mazars will produce insight reports for all operators involved. The first report will be produced in August 2014 for the first half of the calendar year (January June). Following this, the next report will be published in October 2014 for Q3 (Jul, Aug, Sep). Reports will include a review for each metric covering the following areas: Quarter analysis for the national averages per metric Trend analysis (rolling 12 months) for the national averages per metric Regional splits for all the metrics Averages across the different cohorts All data will remain anonymous throughout these reports. Throughout each quarter ukactive and Mazars will be consulting with participating operators to integrate new metrics, these reports will provide commentary on this process. Annual Reports for the Sector In addition, Mazars and ukactive will produce a separate report for the sector as a whole.

27 Next Steps ukactive, Mazars and Lighthouse IT continue to develop the benchmarking software, which is guided by the benchmarking steering group. Over the next six months we aim to: Grow the number of participating operators Expand the number of metrics Automate the data upload process Explore wider sector benchmarking If you would like to be involved in the on-going development of benchmarking, then please contact: Lucy Button