Health club operators will benefit from the type of insights used by supermarkets to plan developments based on optimum location and size, following the launch of a new data tool.

The Latent Demand Service from ukactive and 4 global is a data insight model that uses intelligence provided by operators and delivery partners from more than 350 million visits to health clubs, combined with other private and public sector information.

The model can predict member numbers with over 96 per cent accuracy and forecast the impact of nearby competitors and known planning applications, as well as the social value that a site could generate.

Powered and hosted by the DataHub, the service can suggest pricing models and the best mix of facilities, including the number of gym stations, based on the demographics and socio-economics of the area.

Supermarkets are well known for using similar analytics to plan store locations, size of shops, what to stock on shelves, and then how to engage local residents.

“Leisure operators are being empowered by the DataHub to make data-driven decisions on how to meet demand and help communities across the UK reap the benefits of a more active lifestyle,” said Alex Burrows, director at 4 global, which administers the DataHub.

“The power of this accumulated data means every operator and investor in our sector can use the Latent Demand Service to access the most accurate and up-to-date intelligence available to make informed decisions.”

The service offers four types of reports to operators: single facility, new site, optimal site and blank page.

Steven Ward, chief executive of ukactive, said: “At a time when inactive lifestyles are placing unprecedented strain on the NHS and local social care services, the Latent Demand Service arms operators with a vital tool for meeting local leisure demand and helping to safeguard the future health of the nation.”