The collection of data and market research plays a valuable role in informing decisions about creating strategies and planning activities. It can also be used to validate investment or funding applications. 

There is a wealth of information that helps us to identify why people take part in sport and physical activity, what keeps them engaged and where they are. 

Below are links to a number of resources that are freely available to access. If you would like any support in using the tools, please contact our Insight team at

Active Lives Interactive Tool

The Active Lives Survey is a new way of measuring sport and activity across England.

Quarterly Data for Tyne and Wear

This page contains performance data which we produce and publish on a quarterly basis to provide our partners and stakeholders with insight about various areas of our work.

Sport England Youth Insights

This Sport England review into young people's lives, found that sport needs to adapt how it presents itself to broaden its reach, to increase the proportion of young people regularly participating in sport and physical activity.

Active Places Power

An interactive mapping and reporting tool provided by Sport England for those delivering community sport.

Economic Value of Sport

All local authorities in England can demonstrate how sport benefits their economy using the tool.

Local Sport Profile Tool

The tool provides a profile of up-to-date data for local areas, covering sports participation, facilities, health, economic and demographics, all in one place.

Market Segmentation

Sport England has developed nineteen sporting segments to help us understand the nation's attitudes to sport, their motivations and barriers.

Active People Survey (APS)

The Active People Survey identifies how participation varies from place to place and between different groups of the population.