4GLOBAL PLC (AIM:4GBL), the UK data company helping sports and fitness organisations make better decisions, has secured a four-year contract renewal and expansion with Sport England worth up to £4 million.
The deal follows a competitive tender and builds on work 4GLOBAL has been doing since 2021 through its Moving Communities platform, a tool that helps Sport England understand who’s using public leisure facilities, where they’re going, and how often.
The aim is to inform public funding decisions using real-world data.
Since its launch, the platform has supported major government-backed programmes like the National Leisure Recovery Fund and the Swimming Pool Support Fund.
It tracks more than 9 million users across over 1,000 public leisure centres on a daily basis.
The new agreement, called the Insight Solutions contract, goes a step further.
It’s underpinned by 4GLOBAL’s recently launched Insight.OS platform, which combines leisure centre data with information from other sources (such as fitness wearables and community event participation) to paint a more complete picture of physical activity across the country.
This broader dataset is intended to support Sport England’s £250 million place-based investment strategy. That strategy focuses on helping local and national bodies use data to better target resources, remove barriers to participation, and prove the impact of public spending.
Under the new deal, 4GLOBAL will also work with a wider group of stakeholders - national sports bodies, local councils, and community organisations - to help them act on the data and improve programme delivery.
The company says the scale and detail of its dataset, now the largest of its kind in the UK, played a key role in winning the expanded contract.
CEO Eloy Mazon said: "This new agreement is a strong endorsement of our ability to deepen and expand client relationships, which continues to lower our customer acquisition costs and drive EBITDA margin improvement.
"It also reflects the shift in our commercial model, with multi-year, multi-million-pound contracts underpinning our transition to annual recurring and repeatable revenue."