Use real-world population insights and movement data to identify where demand exists for events, plan venue use across your calendar, attract partners that align with your audience, and demonstrate community and social impact.
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Understand who is visiting across different events and throughout the year to support smarter operations, stronger commercial partnerships and future venue planning.
Identify where demand exists for your events, compare performance across venues and focus marketing & commercial efforts where they will have the greatest impact.
Understand who events are reaching and how audiences behave to better align sponsorships, target campaigns more effectively and demonstrate value.
Venue teams often have access to fragments of data, but rarely a complete picture. Information is spread across systems and disconnected from wider population context, making it harder to plan events, demonstrate value or influence commercial outcomes.
ActiveXchange brings these datasets together to create a clear, consistent view of who is visiting your venue, how they behave across different events, and how this changes throughout the year.
Attract more relevant commercial partners by evidencing who your spectators are across individual events and the full year.
Use audience profiles, movement patterns and dwell time insights to strengthen sponsorship conversations and support advertising and leasing decisions across the venue.
Understand how different events draw different audiences, and how spectators access and move through your venue.
These insights support operational planning, event design and transport coordination, while also enabling ESG and Scope 3 reporting through journey and travel analysis.
Make it easier for partners, rights holders and public stakeholders to understand and support your venue.
Evidence community reach, accessibility, travel behaviour and tourism impact, while benchmarking performance against comparable venues and events locally and nationally.
Rights holders make critical decisions with incomplete information. From choosing the right venue, to understanding true market demand and growing attendance, disconnected or limited data can restrict both reach and revenue.
ActiveXchange seeks out the most relevant and accurate data and joins this together to build a clear picture of who is attending your events, where demand exists and how audiences behave before and after attending.
Rugby FC of Los Angeles uses ActiveXchange spectator intelligence to drive additional stadium and sponsorship revenue by better understanding match attendees’ consumer profiles and brand affinities.
Build a clear view of who is attending your events, how often they return and where they come from. Use movement data and insights from comparable events to fill gaps where ticketing data is limited, and understand audience behaviour beyond the venue.
Connect this intelligence with consumer datasets to demonstrate which brands align most strongly with your audience, supporting sponsorship and commercial conversations that change by venue or region.
Identify where demand exists within your catchment and how different audiences engage with similar events. AI-driven demand forecasting helps test new venues and markets, while location- and time-based targeting supports more effective campaign planning.
This allows marketing resources to be focused where they are most likely to drive attendance and engagement.
Create a consistent, credible view of your audience to support collaboration with venues, brands and public stakeholders. Evidence the demographic and socio-economic reach of your event, alongside tourism and economic impact.
Benchmark spectator performance against comparable events nationwide, while movement data also supports carbon and sustainability reporting.
Brands and agencies need confidence that sponsorships and activations are reaching the right people. Without consistent audience intelligence, it can be difficult to compare opportunities, prove value or plan campaigns with certainty.
ActiveXchange connects event audience data, movement data and consumer insights to help brands and agencies discover relevant sponsorship opportunities, understand who events reach and activate campaigns with greater precision.
ActiveXchange is growing a database of event audience intelligence across each of our global regions. This enables you to identify where your target audiences already attend.
Movement Data, combined with market segmentation and brand affinity insights, enables faster discovery and stronger alignment between audiences, events and sponsorship properties.
Feeding Movement Data (from events) into the ActiveXchange PartnerMatch module indexes the profile of the audience against a range of relevant factors and market segments. This highlights how much more likely the brand is to reach their target audience than general marketing.
By adding in other events, it can also highlight the relevance of the property compared with other possible options.
ActiveXchange’s AX Connect module supports the integration of first party data from right holders to aid segmented and targeted campaigns as part of a sponsorship package.
AX Connect makes these ‘active audiences’ more discoverable, and enables brands to run sponsored digital campaigns against these segmented target audiences (without the transfer of data to brands).
Use spectator intelligence to understand who events & venues reach, how people access them, and the tourism & economic impacts to support funding decisions, policy development and long-term planning.
These ActiveXchange modules work together to deliver a connected view of spectators, supporting planning, growth and impact.
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.
With rising popularity and support from local stakeholders, the 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.
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.
