Know your audience

From Active Lives to market segmentation, we've got a number of tools to help you understand who's getting active across England, and how, why and where.


Data can help you to understand the ways people choose to get active, where they do so and even why. You can drill down into specific geographic areas and explore trends to help inform your own work. We’ve got a number of tools to help you do just that.

Three people sit on a bench in a sports hall, writing on a mini white board

Active Lives

Our Active Lives surveys measure the activity levels of people across England.

There are two surveys: Active Lives Adult, which is published twice a year, and Active Lives Children and Young People, which is published annually. Both give a unique and comprehensive view of how people are getting active.

Active Lives Online

If you’d like to explore the adult or children and young people's survey data, Active Lives Online lets you do just that. It captures data since November 2015.

Active People Interactive

The Active People Survey was the predecessor to Active Lives. This tool has all the adult data from October 2006 to October 2015, and much like Active Lives Online, gives you access to all the figures.

Other tools

Local Area Insights

Whether you need information to support a grant application, advocate for facilities, or to help you understand the people you work with, our Local Area Insights tool can help you provide the evidence base.

Market Segmentation tool

Why do some people play sport? And why do some simply not want to join in? We’ve developed 19 sporting segments to help you understand the nation's attitudes to sport, their motivations and barriers. You can use the tool to view data down to postcode level.


OpenActive promotes the use of opportunity data to help people get active. The goal is to make this data on what, where and when physical activity sessions happen, openly available. This "opportunity data" includes details of a yoga class ("how much will it cost?") through to badminton court availability ("where and when is a court available?").

OpenActive also provides the sport and physical activity sector with:

  • Free open data courses and e-learning
  • A data standard and activity list to ensure we're all using the same language when sharing opportunity data
  • A peer-to-peer network of Data Champions, helping to spread the word across the country.

360 Giving

We've openly published all the investments we’ve made from 1 April, 2009 to 30 June 2021, in line with the 360 Giving data standard. This is available in CSV and JSON formats and can be downloaded from the GrantNav system.

Visit GrantNav by using the link below, or download our data in the 360 Giving format by clicking on the attachment.


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