Elevate returned for its 10th anniversary edition this June, offering leisure trusts and local authority operators a wealth of learning and networking opportunities. We know there’s always a lot to see and do at Elevate, so here are our key learnings for public sector leisure operators that you might have missed.

Elevate 2026 returned to Excel London on 17 and 18 June 2026. Leaders from leisure centres, health clubs and gyms gathered to see showcases from a wide variety of suppliers.

The 10^th anniversary edition of Elevate exceeded all expectations, with exceptional opportunities to network and learn. Thank you to all the customers, partners, and industry friends, old and new, who visited Legend at the Xplor Fitness & Leisure stand. We hope you enjoyed stopping by to see us.

As ever, it was impossible to see and hear everything across the two days. So, we’ve put together our key learnings from the sessions on offer, to help you catch up on anything you missed

Learning #1: Close the perception gap

One thing that’s always clear at Elevate is just how passionate those working within the leisure sector are about what they do. In an industry built around public service, a well-defined sense of mission can guide operations and decision-making at every level.

This was explored in the The Future Of Fitness panel with Glen Thurgood (Evolve), David Minton (Evolve), Baz Moffat (The Well HQ), Simon Wilkinson (Tanita), and Dan Aguilera (Peripheral).

The panel discussed how, guided by purpose, operators have a significant opportunity to grow by tapping into communities. Where people feel part of something, they are more likely to stay engaged, which in turn supports retention and participation, both core measures for publicly funded leisure services.

The panellists offered advice for operators looking to reach groups who are traditionally underserved by gyms and leisure centres. Female health, for example, has historically been overlooked. Many operators have introduced female health leads in recent years, but these roles can fall short without adequate resourcing. Done well, the role needs a real budget, sufficient time, and representation within leadership.

There is also an opportunity to look beyond standard personal trainer qualifications when hiring specialists, to better serve groups with specific needs.

The importance of education and empathy in improving public perception of the sector was reinforced in the Pick Your Lane: Does The Fitness Sector Have An Image Problem? panel.

Paul Swainson (Future Fit), Julie Allen (Active Insight), Marina Logacheva (Make it MATTA), and Sarah Le Brocq (All About Obesity) discussed the importance of placing empathy at the heart of all member-facing activity, in order to appeal to more of the community.

By training teams to approach every member as an individual, operators can help create a welcoming, non-intimidating environment for all.s.

Learning #2: Communicate value consistently

Understanding an organisation’s purpose also supports confidence in pricing decisions. This was the focus of the Charge What You Deserve: Value-Based Membership Pricing panel where our own James Barter was joined on stage by Alice Hulley (Waterside Hotel and Leisure Club), Duncan Anderson (South Downs Leisure), and Jack Burton (FIT24).

Research presented at the session found that 90% of operators have seen costs rise, yet only 68% have increased prices in response. For public sector operators, this challenge is often sharpened by the need to balance affordability and access commitments against rising delivery costs.

The panel discussed how operators can overcome common concerns around pricing changes. Ultimately, confidence in pricing comes from a clear understanding of an organisation’s position in the market, its audience, and the value it delivers to that audience. Members who feel the value of their membership matches what they pay are more likely to remain engaged.

Despite differing in their operating models and pricing approaches, the panellists agreed on one principle: consistent communication with members. Letting members know regularly what’s new, what’s improving, and what’s available to them as part of their membership helps to reinforce value over time.

By reiterating that value consistently, organisations can prepare members for future pricing changes, increasing acceptance and reducing the likelihood of cancellation.

Learning #3: Set a clear objective for data and AI

Data was a recurring theme across many sessions at Elevate 2026.

In the opening From Leisure To Lifeline: A Decade Of Transformation And The Future Of Active Health panel Elevate’s Lucy Findlay-Beale was joined by David Stalker (ukactive), Tara Dillon (CIMSPA), and Lisa Dodd-Mayne (Sport England).

The group discussed how, as a sector, a great deal of data is collected, yet it does not always tell a clear story about the industry’s wider impact. In part, this is because the underlying question the data should answer has not yet been established.

The same principle applies within individual organisations. Without a clear understanding of the question to be answered, or the problem to be solved, data collected can be difficult to action. Starting with a defined goal allows operators to select the right data and reporting format to reach reliable conclusions, an approach that is particularly relevant when reporting outcomes to funding bodies and elected members.

The same need for clarity of purpose was raised in relation to AI, in the Tool, Teammate Or Threat? Trusting AI In A Human-First Sector panel. Melinda Nicci (Bella AI, ukactive Board member), Tiffeny Gould (LeisureLabs), Jesse Shanahan (VOR Technologies), and Suzanne Gabb (Good Boost) highlighted that many operators currently lack a clear strategy for AI adoption.

Without a defined approach to when, where, and how AI should be used, it is easy for organisations to feel overwhelmed. The panel recommended that operators begin by framing the specific problem they wish to solve, then experiment, evaluate, and refine their approach accordingly.

Learning #4: Keep humans in the loop

Even with a clear strategic goal, concerns around trust and authenticity remain common when introducing AI into an organisation.

The Tool, Teammate Or Threat? panellists emphasised the importance of maintaining a human in the loop. The capability of AI does not necessarily indicate its appropriateness in every context, and operators should identify where human oversight remains essential.

Critical decision-making is one such area. Staff bring experience and an understanding of nuance that AI cannot easily replicate. AI can support data analysis effectively, but outputs should always be verified by people, who can interpret findings within the wider operational and community context. This also helps to guard against the risk of skill decay associated with over-reliance on AI, keeping teams sharp and capable.

Learning #5: Manage the people risk of AI

The risks AI presents to the workforce were raised in several sessions across the two days.

The Future Of Fitness panel explored the particular risk to those early in their careers. Traditionally, this stage of a career is when employees build knowledge through formal learning and hands-on experience. Increasingly, early-career staff and students are outsourcing tasks to AI. Overreliance, and use of AI at inappropriate points in the learning process, risks creating a generation of employees with knowledge gaps and limited depth of understanding.

This theme also emerged in the Recruitment Masterclass session run by Abhi Lakhina and Madeline Cummings from fitness specialists, Love Recruitment. The session addressed the risks posed by AI in the recruitment process, where candidates can now produce highly personalised, polished CVs and covering letters with AI assistance.

To identify candidates with genuine, relevant experience, the pair recommended qualifying candidates earlier and more thoroughly, including a short call to verify information provided. Scenario-based interviewing, supported by probing follow-up questions such as “and then what?”, can help recruiters gain a clearer picture of a candidate’s real experience.

We’re already looking forward to Elevate 2027

Those were our key learnings from Elevate 2026 for leisure trusts and local authority operators of all shapes and sizes. As ever, we leave Elevate inspired and motivated by what we see and hear from across the sector.

Here’s to the next ten years and see you back at Elevate on 16 and 17 June 2027!

We’d love to help your organisation. See our all-in-one leisure management software in action – get in touch today.