The health and fitness industry is “close to appalling” at how it uses data to justify its efficacy.

This was the view of ukactive CEO David Stalker, who chaired a panel discussion this morning (20 May) at the SIBEC UK 2014 networking event.

Stalker said the industry is slowly getting better at utilising data, but claimed there are only three pieces of research in the world outlining the effectiveness of physical activity in a consumer environment. ukactive’s recent report Turning the Tide on Inactivity is one of these, he said.

Stalker added that the industry would need to make significant improvements if it was to present physical activity as a viable alternative to medication, saying that the pharmaceutical industry spends an estimated €3bn ($4.1bn, £2.4bn) a year on lobbying in the EU alone. He put it to the panel that evidence-based arguments are essential in challenging the traditional roles of “pharma giants.”

The four-person panel comprised of Rachel Gomm, Birmingham City Council Sport and Events business development manager; Michelle Dand, Everyone Active group fitness development manager; Tom Fairey, Alliance Leisure Services business development manager; and Stuart Lockwood, head of Oldham Community Leisure Trust.

Birmingham City Council’s BeActive scheme had made use of deprivation data combined with its own findings, said Gomm, with this information then analysed in conjunction with Birmingham University.

“As a result, we’ve been able to establish that every £1 spent on physical activity promotion, leads to £23 in healthcare related benefits for the locals authority.”

Lockwood said he agreed that data plays an important role, but added that behind the figures, the bottom line for him is whether initiatives actually translate into a lifestyle change for the consumer.

Everyone Active’s Dand noted that the health and fitness industry’s push into the public health sector

brings with it a unique set of challenges. Data has to be results-oriented, she added, and there are confidentiality issues with patient health records that need to be taken into consideration.

“We’re currently looking into ways we can collate meaningful referrals data that we can refer back to ukactive and the wider industry,” said Dand.

Fairey said he believes the industry focus has centred on people rather than what can be learned from gathering better data and thinks the sector needs to become better at pulling the two together.

Now in its 10th year, the SIBEC event sees approximately 130 buyers and suppliers (combined) engage in a rigorous schedule of 20-minute meetings over one and a half days, in pursuit of new business connections and opportunities.