ActiveXchange helps brands and agencies connect with community sports and events by turning participation, movement and consumer data into a measurable, addressable channel. This enables smarter audience discovery, more relevant partnerships and campaigns that can be planned, activated and evaluated with confidence.
The world’s largest integrated database of first-party sports data.
ActiveXchange supports brands and agencies at every stage of planning, activation and evaluation by connecting participation, movement and consumer data across sport and active environments. Our solutions are designed to identify and reach audiences that are otherwise hard to see, guide smarter sponsorship decisions and measure impact in the context of real-world activity.
Understand who is participating and where activity is happening across sports, events and active environments, using privacy-compliant first-party data that isn’t available through traditional media or digital platforms.
Identify sports, places and partnerships that align with your brand based on real participation and movement behaviour, not inferred interests or broad audience assumptions.
Plan partnerships and sponsorships using evidence of where audiences actually participate and engage, helping reduce risk and guide smarter investment decisions.
Understand who your campaigns reach and where engagement occurs across sport, events and active environments, connecting activity and place to performance in a way traditional media metrics can’t.
Delivered through a trusted, sport-led network built on privacy-compliant, first-party data.
PartnerMatch helps brands and agencies identify which community sports audiences are most likely to engage, convert and deliver value, using advanced consumer profiling layered onto real participation and movement data.
By appending socio-economic and licensed market segmentation data to sport participation records, PartnerMatch reveals where relevant audiences are active, what they value and how best to communicate to them.
Identify which community sports and event audiences are most likely to engage, convert and deliver value, and better target your messaging based on connected data intelligence.
See how your target audience compares across sports, locations and communities, moving beyond demographics to understand real participation, behaviour and preferences.
Use real participation and consumer insights to guide sponsorship selection and activation planning, replacing guesswork with evidence.
AX Connect enables brands and agencies to deliver targeted digital campaigns to community sport audiences, using first-party participation, movement and consumer data to guide activation.
Rather than relying on inferred interests or broad media targeting, AX Connect allows campaigns to be planned and delivered based on real-world participation, audience attributes and location. Campaigns are activated across paid social, video, display or search channels, appearing as sponsored content within trusted sport and community environments.
Movement Data helps brands and agencies understand how people move through, use and engage with sports facilities, events and active environments, using aggregated, privacy-compliant location data.
Movement Data reveals where activity actually happens, when audiences are present, and how usage patterns change over time. This gives brands a clear view of which places, environments and moments offer the greatest opportunity for relevant engagement.
Social Value helps brands and agencies understand the measurable social outcomes generated through their sponsorships, partnerships and campaigns within community sport and active environments.
By estimating the economic value created through increased physical activity, participation and engagement, Social Value translates community impact into clear, comparable metrics that support ESG reporting, corporate communications and stakeholder engagement.
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.
