This World Leisure Day (April 16), we’re highlighting how a venue in Melbourne’s north is creating real, measurable community impact. This impact has been captured through ActiveXchange’s newly enhanced Social Value service, which now factors in:
Aligned with Australian Federal reporting standards and now available across all recreation and sport settings, this enhanced service offers a more accurate and credible picture of the monetary value generated through physical activity. This facility was among the first to benefit from this update, and the results speak volumes.
Social Value represents the real-world dollar savings generated by physically active members of a leisure facility, sport or program; from reduced healthcare costs to improved mental wellbeing and productivity. This evidence base empowers facilities to connect with broader policy objectives, protect and grow funding, and prioritise inclusive design and delivery.
In 2024 alone, this facility generated over $28 million in estimated community savings, demonstrating the transformative role leisure can play when access, programming, and data work together.
Reopened in November 2023 following a major redevelopment, the new facility was designed to support the rapidly growing and diverse community of Melbourne’s northern suburbs. With indoor and outdoor pools, expanded programming spaces, a creche, and fully accessible amenities, the centre has been purpose-built for inclusivity and long-term community health.
Throughout 2024, the facility consistently saw strong performances in attracting and retaining members who regularly meet the physical activity thresholds required for Social Value. Of all members who achieved social value, on average 56.5% of these members were female. Impressively, this has consistently increased quarter-on-quarter demonstrating a highly engaged membership base.
The facility has been able to engage with members across various age demographics, ranging from 0-14 year-olds in Learn to Swim programming (19.04%), Adults (25-44) utilising gym, swim and group fitness offerings (43.91%), through to Seniors (65+) with suitable access and opportunities to be physically active via targeted programs (5.96%).
Below evidences the percentage of value generating members* according to each age demographic against the total, and the vital impact a fit-for-purpose facility holds within local communities.
The enhanced Social Value modelling highlights just how powerful a modern, fit-for-purpose facility can be in driving intergenerational participation and reducing long-term health costs.
Across the last 12 months (2024 calendar year), the facility’s members have achieved the following across the top 5 indicators. This demonstrates the impact of having the right facilities, offering and opportunities in place to maximise the social value and evidence the impact of leisure across the industry.
This group’s impact is driven primarily by Learn to Swim programming, which is now supported by larger programming spaces, heated indoor pools, and family and school-friendly changing areas.
Accessible via public transport, bike paths, and local roads, the facility is now more convenient than ever for youth and young adults to engage in active routines. Programming tailored to this age group, such as group fitness and aquatic sport opportunities, has delivered strong outcomes.
This group represents the largest proportion of value-generating members. Their high engagement is supported by diverse offerings (gym, swim, group fitness), affordable pricing, a creche for families, and a welcoming environment for busy adults.
Many in this demographic are influenced by the community atmosphere and supportive programming, as well as rehabilitation-friendly facilities such as a warm water pool and low-impact group exercise.
Seniors benefit from accessible facilities, targeted wellness programming (like aqua aerobics), and a sense of belonging.
World Leisure Day 2025 calls attention to the barriers that prevent equitable access to leisure and celebrates the role of inclusive, well-designed spaces in uniting communities. Through this facility, the operator and local government have created a blueprint for leisure that works: intergenerational, inclusive, and underpinned by measurable impact.
This is leisure at its best: welcoming, data-driven, and a powerful contributor to a healthier, more connected society.
*Figures correspond to members of the facility who consistently meet the physical activity guidelines and thresholds required to generate social value. We refer to these as Value Generating Members.
