November 11, 2025
ActiveXchange has today launched Community Reach, a new module designed for sports bodies, active recreation providers and tiers of governments to understand how representative their participation and membership base is compared to their wider community. And to join multiple sources of data to get a combined view across multiple types of assets and programs.
Who's being reached? Who's being left behind?
By connecting participation and user data with granular community population datasets, Community Reach delivers a consistent, joined-up view across places, spaces and activities, showing which groups are engaged, which are underserved, and where opportunities exist to increase equity and inclusion.
The module provides a single-customer view of key metrics across locations, enabling leaders and decision-makers to access, report and evidence service levels and inclusion outcomes through a clear and consistent scorecard. This allows strategies, marketing and operations to be aligned more effectively to strengthen representation and community impact.
“We continue to work closely with our network to help put those that engage communities on the same page as those who seek to fund and commission services that have a positive impact on all types of residents”, said Alex Burrows, ActiveXchange Founder & CEO. “A key part of this is equity of access, diversity and inclusion (ED&I). This product release provides a simple scorecard that can be used across facilities and sport (automatically linked to registration/booking data) and/or the active environment (linked to Movement Data) to evidence reach and progress, and create a joined up layered picture of engagement across multiple services”.
Community Reach is designed to support a range of users across the sector, such as:
- Recreation & fitness providers to adapt programming and outreach campaigns to engage a more representative customer base.
- Sporting bodies and clubs to benchmark participation trends, identify gaps across age, gender, and background, and target underrepresented groups.
- Local governments/municipalities to guide investment and policy decisions using community-wide insights across sport and recreation participation, and report on engagement across your tax paying community.
The insights that power Community Reach
Community Reach profiles current and recent participants alongside community populations across six key lenses:
- Community Engagement – Presents member or participant numbers and where they come from, including geographic spread and engagement rates compared to the local community, providing a clear baseline of reach and service levels.
- Community Segmentation – Breaks down members and participants by population segment, showing whether certain groups are over- or under-represented compared to the wider community, helping to identify priority audiences for targeted outreach.
- Demographic Profile – Shows representation across age, gender, household income, Indigenous identity, cultural background and languages spoken at home. This highlights both underrepresented groups and areas of strong engagement to guide diversity and inclusion strategies.
- Geographic Profile – Maps customers and participants against local catchments, providing insights into drive-time travel patterns, urban vs rural spread, and levels of socio-economic deprivation, helping to pinpoint areas of low engagement to guide investment and programming.
- Psychographic Profile (Health & Wellbeing) – Assesses health and lifestyle influences within the customer base, such as inactivity risk and wellbeing scores, and compares these to the broader community to highlight where services can make the greatest social impact.
- Behavioural Profile – Tracks engagement trends including membership duration, registration patterns, customer lifetime value and popular membership types, to identify behaviours that drive loyalty versus areas of churn.
Community Reach builds on proven ActiveXchange dashboard reporting that has already been used across the sector to evidence service levels and highlight underserved populations. This new module takes those insights further, embedding them into the ActiveXchange data intelligence platform for consistent and ongoing tracking, comparison and action.
For more information or to request a demo, please get in touch.
