From the Active Insight report presented to Community and Children’s Services Committee on 19 June 2025.
RESEARCH METHODS
Data for the study was collected through an online survey, designed and promoted by the client. Conducted between January ad March 2025, the survey followed a self-selection format and received 405 responses, with 45% of participants identifying as
active users of Golden Lane Sport & Fitness.Based on our experience, surveys of this nature tend to attract responses from residents with strong opinions on local services, particularly those who are already engaged in sports and leisure activities. Therefore, the findings should be interpreted within this context.
To maximize engagement, the survey was promoted via multiple channels, including the sport centre’s social media platforms, targeting both existing users and the wider community.
– Golden Lane Sort and Fitness Engagement Survey 2025 | Active Insight
Only 16% of the survey respondents were Golden Lane Estate residents (approx 65 people).
The report is 30 pages, covers key findings and recommendations, shares breakdown of question responses, and some key themes including important trends from Golden Lane Children and Young People Survey.
report recommendations
1. INCREASE ENGAGEMENT AMONG FREQUENT USERS
- Introduce incentive programs (e.g., loyalty rewards, discounted memberships for frequent visits).
- Develop short, time-efficient workouts such as express fitness classes or lunchtime sessions.
- Implement targeted marketing campaigns for occasional users, offering promotions based on their visit patterns.
2. IMPROVE FACILITY QUALITY TO ADDRESS USER CONCERNS
- Prioritise upgrading fitness areas (gym, group exercise studios) and swimming facilities (main pool, adult lane swimming, sauna).
- Enhance changing and shower facilities to improve overall user experience.
- Improve lighting, ventilation and aesthetics to make the centre feel more modern and inviting.
3. EXPAND FITNESS + SWIMMING OFFERINGS TO MATCH DEMAND
- Expand yoga/Pilates and water-based fitness classes to match high demand.
- Introduce structured fitness programs for different demographics (Active Ageing, rehabilitation-focused fitness, high-intensity workouts).
- Increase adult lane swimming hours and swim lesson availability to accommodate demand.
4. DEVELOP A MORE SOCIAL + COMMUNITY-FRIENDLY SPACE
- Invest in a café and social hub, providing a welcoming space for members to relax and interact.
- Introduce Wi-Fi and flexible workspaces to attract professionals and remote workers.
- Host community events, workshops and wellness days to foster social engagement.
5. ENCOURAGE MORE FAMILY + YOUTH PARTICIPATION
- Expand children’s facilities such as soft play and junior fitness to attract families.
- Develop family-friendly fitness classes to help parents incorporate activity into their routines.
- Offer discounted family memberships or trial passes to encourage more family participation.
6. ATTRACT NON-USERS THROUGH IMPROVED ACCESSIBILITY + TARGETED PROGRAMS
- Market low-commitment, flexible memberships to appeal to those with time constraints.
- Introduce taster sessions and open days for non-users to experience the centre’s offerings firsthand.
- Offer partnership discounts with local businesses, workplaces and schools to drive engagement.
7. ENHANCE SPORTING FACILITIES BASED ON USER PREFERENCES
- Focus on multi-purpose courts to accommodate demand for tennis, badminton and padel tennis.
- Improve football and basketball facilities, ensuring adequate availability for casual and competitive play.
