ukactive has announced the next phase of its Digital Futures programme, with an enhanced consultation and a new AI-supported assistant to help organisations across the physical activity sector improve their digital capability.

Delivered by ukactive in partnership with Sport England, and supported by strategic partners Gladstone, EGYM, Xn Leisure and PerfectGym, Digital Futures has become the sector’s leading digital maturity initiative since its launch in 2021.

More than 335 fitness and leisure operators, National Governing Bodies, Active Partnerships and other sector organisations have taken part in the programme to date. Participants have used Digital Futures to better understand their digital capability, identify areas for improvement and access recommendations to support planning and investment.

ukactive said the next phase of the programme will provide a clearer and more practical consultation experience, alongside the introduction of a new AI-supported assistant to help organisations interpret their results and understand the steps they can take next.

The assistant has been developed to explore how personalised digital guidance can support decision-making in practice, helping organisations strengthen their digital capability through clearer, more tailored recommendations.

ukactive is calling on operators, trusts, National Governing Bodies, Active Partnerships, suppliers and community-based organisations to complete the Digital Futures consultation and access tailored recommendations.

Whether an organisation is building its digital foundations or refining an established strategy, Digital Futures is designed to support progress at every stage. The programme does not prescribe a single pathway, but enables organisations to make evidence-led decisions based on their own context, priorities and level of maturity.

Digital Futures has been shaped through sector-wide collaboration and insight, including input from ukactive’s Digital Futures Advisory Group. Over the years, the group has brought together strategic partners including Gladstone, EGYM, Technogym, Les Mills and Myzone; contributing partners including Xn Leisure, PerfectGym and Leisure Labs; and participating organisations including Everyone Active, Parkwood, Sandwell Leisure, Pembrokeshire Leisure, Yorkshire Sport, London Sport and England Golf.

The overarching vision for Digital Futures is to enable the sector to use digital technology to increase organisational impact and improve experiences for colleagues and communities.

In June last year, the Advisory Group supported a review of the programme’s progress and impact, drawing on four years of national data and extensive sector consultation.

The review identified strong progress among organisations that had participated consistently in the programme, while highlighting the need for clearer guidance, independent support and specialist workstreams to help organisations either begin their digital transformation journey or deepen existing capability.

Those insights have shaped the next phase of the programme, which will focus on increasing engagement among organisations that have not yet taken part, improving support for lower- and mid-maturity organisations, and creating further collaboration among higher-maturity organisations around data sharing, interoperability and stronger links with health pathways.

The programme will also continue to support priority workstreams including digital health, cybersecurity, the responsible adoption of AI and the use of open data. ukactive said this would help organisations strengthen data integrity, use AI ethically and securely, and explore how more robust data infrastructure can support a healthier nation.

In 2026, Digital Futures will prioritise three areas: reaching more of the sector through clearer communications, targeted outreach and an improved consultation experience; turning insight into action through enhanced results, more personalised recommendations and the new AI-supported assistant; and connecting digital with health by supporting higher-maturity organisations to collaborate on data sharing, interoperability and links between the physical activity sector, health and social care.

Allison Savich, innovation and digital lead at Sport England, said: ‘Digital capability is essential for fitness and leisure operators to help more people get active and stay active.

‘Digital Futures is supporting organisations to grow their confidence, adopt best practice and collaborate on shared challenges – strengthening the entire ecosystem and helping operators to serve their communities better.’

Dave Gerrish, strategic lead for digital at ukactive, said: ‘Digital Futures continues to evolve with the needs of the sector and the next phase is about making our support clearer, more practical and more personalised.

‘Every organisation, regardless of size or maturity, can take meaningful steps forward, and those that participate consistently are able to build confidence, strengthen capability and make more informed decisions about the future.

‘Over the coming months, we will be introducing new partnerships, resources and opportunities for collaboration, ensuring organisations have access to the support, insight and expertise they need to accelerate progress.’

ukactive is encouraging all organisations across the physical activity sector, including independent operators, public and private sector operators, trusts, National Governing Bodies, Active Partnerships, suppliers and community-based organisations, to complete the Digital Futures consultation in 2026 and help shape the direction of the programme.

Digital Futures is free to access and available year-round.