# Market Demand & Gaps

## Understand current and forecast activity to focus resources on growth opportunities

By combining member data, household insights and AI-driven forecasting, the Market Demand & Gaps module shows where activity is increasing, where gaps remain, and how to align investment for the greatest impact.

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## Understand demand to drive smarter decisions

The Market Demand & Gaps module combines member data, population insights and conversion mapping to show where growth opportunities exist and where provision is falling short. It equips sporting bodies, facility operators, governments and brands with clear evidence to focus resources, unlock growth and stay ahead of the competition.

### Identify growth areas

Map where demand is increasing and align services to capture first-mover advantage.

### Reveal under-served areas

Highlight gaps in provision and ensure equitable access to facilities and programs.

### Strengthen performance

Use conversion data to improve engagement, grow participation and boost retention.

### Support confident investment

Back strategies and funding bids with evidence that shows where resources will deliver the most impact.

## Identify where your members are located

Explore the geographic spread and density of registered participants to understand current engagement, and where you’re already strong.

## See where market demand is growing

Understand the potential market based on population characteristics, behaviours and forecasts, so you can target emerging opportunities.

## Reveal where conversion can improve

Compare demand against current membership to spot under-performing areas and focus efforts where they’ll have the biggest impact.

- available nationwide for sport/recreation and for custom areas & facility types

## Pinpoint priorities, unlock opportunities

The **Gaps & Priorities Dashboard** highlights where community demand is not being met, showing under-served areas and over-supplied segments. These insights help delivery and property teams, planners and investors balance provision, protect funding, and ensure funding goes where it delivers the greatest market reach and impact.

- CASE STUDY

## The City of Belmont turns data into action across clubs, parks and programs​

From tailored club insights to real-time movement data reporting, the City of Belmont is turning data into a practical resource for both community engagement and internal operations. This has resulted in smarter planning, stronger partnerships and more opportunities for the local community to be active.

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## Recommended Add-Ons

#### Acquire

## Focus resources to generate more customers and members cheaper

[Learn More](https://activexchange.com/modules/grow/acquire/)

#### Investment Planning Reports

## Plan and invest in new infrastructure with confidence

[Learn More](https://activexchange.com/modules/network/investment-planning-reports/)

#### Movement Data

## Know where, when and how your community comes together

[Learn More](https://activexchange.com/modules/know/movement-data/)

#### National Infrastructure Database

## Understand relative access and potential gaps in provision alongside community profiles

[Learn More](https://activexchange.com/modules/network/nid/)

## Growth intelligence starts here

If your team operates a large scale program across any of our regions and is looking to better leverage data and achieve any of the following, please get in touch with our team.

[CONTACT US](https://activexchange.com/contact/)