Powered by GPS data from 250,000+ apps and 700 million+ devices, Movement Data reveals who is using your spaces, when, and how. These actionable insights give your team the evidence to monitor activity, report outcomes and plan with confidence.
Movement Data translates billions of daily location pings into insights you can act on. From mapping visitors to evidencing equity, these features give sports, governments, facility operators, brands and businesses the clarity to invest wisely and demonstrate impact.
Real usage data across facilities, parks and open spaces, validated across millions of devices, updated monthly, and ready to integrate into dashboards and reports.
Profile visitors, track travel distances and entry points, and highlight gaps in equity of access to support fairer, more inclusive planning.
Monitor monthly activity levels, compare across sites, and identify what’s working (and what’s not) to protect and grow future investment.
Provide credible evidence of demand, engagement and impact to back capital and maintenance proposals, grant submissions and policy decisions.
Uncover detailed usage patterns for sites and locations of any shape and size.
Dive into specific time and day analysis for your places and spaces – particularly beneficial to understand the reach and impact of events.
Identify specific areas within your sites that experience the highest usage to help you pinpoint activity hotspots, improve layouts and improve resource allocation.
Pinpoint the home locations of site users to better tailor your offerings and improve accessibility.
Take your Visit Reports further with event-specific insights. This optional extra highlights how people engage with your festivals, events, programs and activations, helping you evidence impact, optimise planning and unlock commercial opportunities.
The City of Thunder Bay uses Visit Reports and Event Analysis to drive smarter decisions across event planning and public space activation. Read more.
Dr. Nadia Al-Sabouni from Buckinghamshire Council discusses the various strategic and operational applications of Movement Data across sectors, and how the unique insights generated can support leaders and teams to make more informed decisions.
Set up and monitor locations nationwide to compare changes over time with data from past 3 years.
Our interactive maps enable you to dive deeper into your local communities, with features such as:
Drowning Prevention Auckland/Aotearoa used Activity Trends to strategically deploy life-saving interventions at Auckland’s most dangerous rock fishing sites. Read more.
By examining patterns of movement activity across different locations, times of day and seasons, Movement Data provides insights into where activity concentrates, how it changes over time, and who is using locations.
Understand overall travel behaviour across your region with a dashboard that aggregates billions of journeys to show how people move by walking, cycling and driving, helping you measure activity levels, infrastructure demand and travel patterns.
Dive deeper into how trips connect specific places of interest. The Origin–Destination dashboard enables full interrogation of journey patterns between any locations.
This dashboard extends Movement Data with rich socio-economic, demographic and consumer insights. It provides a deeper understanding of who is using a space, and helps identify groups that may be underrepresented or excluded.
Basketball England uses the Community Reach module to evidence participation from priority communities for 17 courts across Birmingham City. Read more.
By leveraging advanced consumer market profiling, this dashboard reveals which brand categories naturally align with the people using your spaces. It helps you understand audience value, identify the right commercial partners, and make a stronger case for sponsorship and advertising opportunities.
i-media uses the PartnerMatch module to help agencies & brands discover and connect with target audiences across their expansive Intelligent Motoring Media Network. Read more.
From tailored club insights to real-time movement data reporting, the City of Belmont is turning data into a practical resource for both community engagement and internal operations.
As the City of Thunder Bay continues to invest in placemaking and community activation at Prince Arthur’s Landing, understanding how people engage with this space has become increasingly important.
Festival organizers needed a more precise and scalable way to quantify the event’s growing impact, while also optimizing resource allocation and making data-driven decisions for future planning.
A visit report is a range of graphs, maps, and charts, which provide detailed information about the usage and users of places of interest.
A visit report provides a range of outputs which include:
Principally, our movement insights are powered by GPS data from mobile device applications, with additional data coming from a mixed range of sources including wifi hotspots, bluetooth beacons, IOT sensor networks, and connected vehicles.
We ingest data from around 21m unique devices in the UK, from more than 50,000 different data sources.
We use this huge data-set, and combine it with other available contextual information such as data from lookalike locations, or any available ground-truth sources, to train unique models which generate accurate visitor insights which are included in our visit reports.
Yes, all data from visit reports can be downloaded in .csv format for further analysis
A polygon in this context is simply a shape on a map which clearly defines the space that you are interested in generating insights for.
Our technology utilises the GPS function of mobile devices, which is a different technology than that used to generate a phone signal, and is therefore unaffected by rurality.
GPS accuracy can be affected by factors such as buildings, dense foliage (trees), and mountains.
Visit reports can be purchased in 12-month intervals, from 2020 onwards.
You can order ongoing reporting, which will be updated quarterly throughout your agreement period.
There are no restrictions on size or shape of polygons, but we are able to provide advice and guidance on factors to consider when making these decisions. Understanding the intended application of the insights generated can be important in creating polygons which serve the intended purpose.
If a single road passes through a polygon then we can remove this data from the analysis. However, multiple roads or polygons with complex transport infrastructure located within it should be avoided.
Please discuss this with a member of the team if you are unsure as we will be happy to help.
Visit estimates can vary in accuracy, depending on a range of factors.
We do not have data from every mobile device, nor every person, who physically enters the polygon. Therefore, the visit estimates we generate are modeled in each instance, with a bespoke model created for each polygon.
These models are trained and optimised by considering a range of parameters, such as: comparable locations with known counts of people, any available ground-truths from sources such as footfall counters or clicker counts, or ticketed event data.
With our vast experience and growing body of comparator sites across the globe, we are confident that our visit estimates range in accuracy from 70%-90%.
The heat map shows how individual devices have moved around the place of interest, during the reporting period. It helps to answer questions like:
In consideration of privacy laws, ActiveXchange does not collect any PII. ActiveXchange collects and analyses relevant, non-PII, anonymised, and aggregated data about people over time and across different services, including geo-location data from mobile devices.
Mobile publishers who partner with ActiveXchange are required to implement opt-ins and opt-outs, as may be required by applicable data privacy laws and standards, to obtain affirmative consent from end users, before collection or receipt of such data from the mobile apps and web apps.
ActiveXchange can guarantee that data activities are fully compliant with all applicable data privacy laws and standards worldwide, including, without limitation, the following: GDPR, PDPA, LGPD, CalOPPA, CCPA.
ActiveXchange’s priority at all times remains data security and data privacy. Our latest SLA is available on request, along with our IT and Data policies. The majority of ActiveXchange’s services run on the Microsoft stack and data is held on domestic servers.
We are able to provide detailed insights about visits and visitors, to specific events, including visit estimates and identifying the home location of visitors.
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If you’re looking to leverage data for more informed decision-making or to better connect across your network, please get in touch with our team.
Chris joins ActiveXchange with 15+ years of professional experience in operations, business intelligence, and product-oriented roles. He has delivered tech-based products, digitalisation strategy and leadership in large enterprise (regulated/ government environments) and innovative and entrepreneurial small to medium businesses.
Chris holds a B.Sc – Engineering from Queen’s University, Kingston, ON, Canada and an MBA from the Smith School of Business at Queen’s. Chris is a lifelong athlete, professional coach (alpine skiing & sailing), and volunteer club/ advisory board member.
Alex has 15 years experience across the UK, Europe, Australia and NZ of leading award-winning teams that have successfully re-defined how the sport, leisure and fitness sector uses data and plans investment into community programs and infrastructure.
This is underpinned by the development and application of innovative market and business intelligence platforms that have been used by multiple governments, 100+ sport governing bodies, 3,000+ facilities, and influenced how over 30 million people are active today.
Richard has a senior operations executive background focused on problem solving, building successful teams and promoting healthy culture within organisations. He has worked for a number of global organisations, with hands-on experience opening international offices on the ground and remotely. He played a key role in the growth experienced by Ai-Media, navigating its expansion into global markets and spearheading its journey to an ASX listing.
Being a father of two and having type-1 diabetes, Richard knows how important movement and health are and is excited to bring his skill set and experience to ActiveXchange.
Prior to joining ActiveXchange, Ben was CEO of Active Norfolk for 9 years. Ben’s an innovative and intuitive leader with a successful background in the achievement of organisational transformation, growth and high-performance. He has a deep understanding of public, private and VCSE sector priorities, and the opportunities related to data driven collaboration.
Ben leads the day to day operations at ActiveXchange, while driving success from our key partnerships, which often transcend sectors.
Matthew is a strategic and commercially focused finance executive focused on corporate strategy, developing commercial growth and operational awareness, driving transformation, outsourcing and enhancing internal controls, cash management and financial planning.
He specialises in management information, cash management, business intelligence, change management, financial planning & analysis, strategy, procurement, business development, controls and systems design & implementation.
Charles is a seasoned business leader with extensive experience driving market growth for high-tech software companies on a regional and global scale. He has played a key role in launching data and AI-focused software products, across multiple industries and scaling startups to successful exits. His leadership approach is rooted in strategic vision, resilience, and a dedication to empowering others to succeed.
Charles is a sports enthusiast (with a bias toward rugby!), deeply committed to giving back through mentorship, coaching for youth sports and has raised significant funds for charitable causes through marathon running & community initiatives.
Andy is a commercial executive who has spent two decades in the business of sports technology, working for leading sports marketing agencies (IMG, WPP), media companies (Turner Sports) and rights holders (PBR).
Andy has a track record of bringing digital marketing innovation to sports, including the use of ad-tech to enable sports audience data to be commercialized through sponsorship and advertising.
As an ex-player and now parent and coach, Andy has a deep passion for community sports.
Grant is a Software Engineer with 10+ years of experience building scalable, event-driven systems on Azure and .NET. He leads platform modernization by empowering teams and driving strategic impact, always balancing technical excellence with maintainable, future-ready solutions.
Grant is known for bringing clarity to complexity and fostering engineering practices that scale.
Ries brings to the team the unique background of having a Diploma in Sports and Exercise Technology and 10+ years of experience in both software and database development.
Ries has a passion for both sport and data and hopes to combine the two to help ActiveXchange to improve people’s health and wellbeing.
Josh is a full stack developer bringing experience from multiple industries and technologies to create modern, performant software. He has a keen eye for detail, and is passionate about building applications that are intuitive.
In his spare time he can often be found working on personal software projects to keep his skills sharp, playing guitar, or trying out new board games with friends.
Sara is experienced in analysing data and developing predictive models using a variety of Machine Learning and Artificial Intelligence techniques. She recently received her master’s degree in construction engineering and management from the University of Alberta.
Sara’s expertise in using Data Visualization to translate data into valuable insights and embedding these into business processes supports a range of ActiveXchange data intelligence partners.
Michael has a strong background in the sport and health sectors, completing his Sports and Exercise Science Degree in the United Kingdom.
Originally on the frontlines for health and leisure operators across the UK and Australia, Michael has over 5 years of experience shaping individuals’ health and wellness and has forged a deep connection in linking people to higher levels of activity. Michael’s passion to provide a flawless customer experience ensures our clients receive the best value from their product.
Sydney joins ActiveXchange with 7+ years of experience working in Aquatics Leadership and Recreation Planning (including for Strathcona County), bringing a wealth of frontline experience to our clients.
Sydney holds a BA in Sociology and Psychology and is an advocate for the importance of universal access to sports, recreation and leisure. Her background as a competitive dancer has instilled in her a passion for physical activity and its transformative powers. Using data driven decision making, Sydney helps clients achieve their goals.
With Stephanie’s data expertise and passion for helping the community become more active, she supports the ActiveXchange team to build strong client relations and undertake data processing and analytical modelling.
Monique has 10 years of marketing & communications experience, with the majority of her career spent in the sports licensing and merchandise industry. She has worked closely with many of the major Australian sporting codes and teams, including the NRL, Football Australia and Cricket Australia, as well as international brands such as ’47 and Nitro Circus.
Monique shares the team’s passion for sport & physical activity, and can usually be found at a netball court in her spare time.
Justine is a strong administrative professional with a Graduate Certificate in Management (Professional Practice) focused in Business Administration and Management, General from Charles Sturt University.
She is an experienced Office Manager, skilled in trust accounting, administration, accounts payable, management and customer service.
With over 20 years experience in the sport and leisure industry, Simon has developed a vast range of expertise. He has frequently demonstrated strategic leadership through an ability to identify opportunities and cases for change.
Over the past 4 years, he has managed a range of project engagements as a strategic consultant. This has included working with local government, state government and state sporting organisations on analysis, strategy and implementation of sport and community infrastructure initiatives.
Alexandra is CEO of YMCA Australia and President of Royal Life Saving Society Australia. She’s also been CEO of Gymnastics Australia and Executive Manager of YMCA Victoria for Recreation. Therefore Alex brings a wealth of c-suite leadership expertise across community sport and recreation.
John is an influential leader across the UK’s recreation and activity sector. He’s currently CEO of Life Leisure (leisure operator in Stockport) and previous COO of Places Leisure, managing over 100 facilities.
He has developed and delivered CIMSPA-endorsed transformational leadership programmes, and is passionate about physical activity, sport and wellbeing.
Mike has an MBA from the University of Alberta specializing in Leisure and Sport Management and has held numerous leadership positions in the recreation and parks sector over the past 20 years.
Mike is a past President of the Alberta Recreation and Parks Association and the Canadian Parks and Recreation Association.
With a software development career spanning nearly three decades, Darryl started his software development path with kitchen design CAD software in C++ in 1996, before moving into embedded systems for ATMs, encryption devices, and large-scale document processing. He later worked on high-reliability, low-latency financial data systems in London, and transitioned into .NET, earning Microsoft certification along the way.
His experience spans SaaS modernisation, mobile development, and cloud migration, recently helping move services to Azure.
With expertise in multi-threaded, embedded systems and mobile apps, he enjoys solving complex problems, and occasionally fixing electronics when he’s not doing that in code. Darryl’s social life included being a DJ and being the singer and keyboard player in a Ska band at the end of the 90s.
Karim joins ActiveXchange with a strong foundation in data analytics, sport performance, and mentorship, bringing a unique blend of technical expertise and frontline sporting experience to clients.
He holds a Master’s in Data Science and a Bachelor’s in Economics and Mathematics, equipping him with advanced data science skills. As a professional basketball player competing at a high level, he has developed a deep understanding of performance, teamwork, and the role data plays in driving improvement.
Passionate about making a meaningful impact, Karim combines analytical thinking with front line real-world experience in teaching, coaching and mentoring. He is a strong advocate for the power of sport to develop individuals and communities, and uses data-driven insights to help organisations make informed, impactful decisions.
