A free membership profiling service is being made available to health and fitness clubs in the public and private sector in a bid to profile three million members.

The Leisure Database Company has teamed up with Experian for the second National Audit of Fitness Consumers, which will use Experian’s MOSAIC consumer profiling tool.

The service will enable fitness facility operators the chance to assess their participation performance either for the first time or, for those who participated in the first audit, to compare improvements in participation over the previous 12 months.

Public facilities will be able to judge their performance against government targets to increase fitness participation among key social groups in the run up to the Olympics.

The profiling offered is able to demonstrate to all stakeholders that the investments in health and fitness clubs and leisure venues are increasing overall participation and, where data is available, to confirm increases in the target groups.

The MOSAIC profile shows the fitness members, broken down into 11 MOSAIC Groups, compared to an estimated catchment area, highlighting the penetration rates currently being achieved.

BISL and the Fitness Industry Association (FIA) are both supporting the National Audit of Fitness Consumers for the second year.