4GLOBAL PLC (AIM:4GBL) said its DataHub will be rolled out in mainland Europe in conjunction with non-profit organisation EuropeActive.
As the European association for fitness and physical activity, EuropeActive represents a sector that generates annual revenues of more than €28bn, with over 64,000 facilities used by more than 64mln customers across the continent.
The launch of the UK company’s European DataHub follows what it said was a recent successful trial in collaboration with a group of EuropeActive's mainland Europe fitness operators, including Basic Fit and SATS. Earlier this month, it said the hub had already integrated with over 10,000 sites via the partnership.
4GLOBAL said the DataHub will now gather and analyse data across the European fitness sector with the aim of supporting business growth and providing operators through its Social Value Calculator product (SVC), which is already used in the UK to help clients evaluate the social value created from investment in sport and physical activity.
The company said data gathered from the rollout will be used to create a European version of the SVC, and it will present its initial findings at next year's European Health and Fitness Forum.
Eloy Mazon, 4GLOBAL's chief executive, said the European rollout is an important milestone for the company.
“As more and more operators join the scheme and pool their data, vital information will be generated highlighting the health benefits of increased physical activity in the population. Data generated will also help both sports event organisers and fitness operators target their marketing with the objective of optimising health outcomes,” he said.
Andreas Paulsen, CEO of EuropeActive, called the projected “visionary” and said the organisation was “eager to see the benefits and insights this innovative tool will bring to businesses and communities across the continent”.
He added: “With market uncertainty and volatility increasing as a consequence of the pandemic, inflation, energy costs, disrupted supply chains and labour shortages, it is vital to have a comprehensive understanding of the landscape in front of our sector's businesses. The European DataHub will help our stakeholders take fact-based, informed decisions on their onwards development.”
4GLOBAL provides subscriptions for access to the Datahub under fixed-price contracts, with customers paying in advance on a monthly, quarterly or annual basis.