What Leisure Database Co. does

Leisure Database Co. is a UK-based data intelligence and research firm serving the leisure and fitness sector, operating through its legal entity Addleisure Limited under the EVOLVE master brand alongside sub-brands LeisureDB and PinpointAI. Founded in 1980 and headquartered at 2 Leman Street, London, the company aggregates three decades of proprietary leisure sector data covering 1,240+ historical facilities and a live index of 12,406+ facilities across the UK and Ireland, alongside 8.2M member behavioural and demographic records. Its core offering is the EVOLVE platform, which combines the EVOLVE Archive (proprietary 1994-2024 dataset of 142,381 records), LeisureDB Connect (a hub ingesting 3.4M rows per day from 47 live partner feeds spanning operators, suppliers, geospatial, demographic, and capital sources), and PinpointAI — an agentic AI intelligence layer that orchestrates internal and external datasets in parallel to deliver catchment, member-cohort, and demand analysis in seconds with stated 94% confidence scoring.

The platform serves five primary customer segments: operators and multi-site health clubs (the lead segment), equipment and infrastructure suppliers, investors and capital allocators (PE/VC/lenders), NHS trusts and integrated care systems for population health applications, and specialist sports and recovery providers. The company monetises through enterprise subscription access to the EVOLVE platform on annual contracts, supplemented by bespoke consulting engagements delivered as structured 6-week strategy sprints with board-grade deliverables, and by its flagship annual State of the Fitness Industry Report publication. The go-to-market motion is consultative enterprise field sales with demo-led engagement; pricing is not publicly disclosed.

Operationally, the company runs a very lean team of 1-10 employees despite a multi-segment go-to-market, suggesting significant reliance on technology leverage and partner data flow rather than headcount-driven services. Founder ownership remains with Bob Paton and David Minton; no institutional investors, venture capital backing, or M&A activity is disclosed. The firm holds strategic partnerships with major equipment vendors (EGYM, Les Mills, Life Fitness, Matrix Fitness, Alliance Leisure, Grenade, Swim England) and a renewed three-year strategic partnership with PSLT announced February 2026.

Name

Leisure Database Co.

Legal name

Addleisure Limited

Website

https://leisuredb.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

UK leisure-sector data intelligence firm unifying 30 years of proprietary fitness industry data with an agentic AI platform (PinpointAI) to serve operators, suppliers, investors, and healthcare partners.

Ownership category

akta.pro rank

Product category

Leisure and Fitness Market Intelligence Software

NAICS

Custom Computer Programming Services (541511), Software Publishers (5132)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)

akta.pro primary industry

Data Analytics Integration & Insight Platforms (Research Ops, Dashboards, Insight Repositories) (MPAAALAO)

akta.pro secondary industries

AI/ML Engineering & Model Development Services (BPAEAHAF), Training Data Management, Versioning & Lineage (HDAAALAD)

Keywords

• Leisure market intelligence
• Fitness industry data
• Site selection analytics
• Consumer behaviour analytics
• Wellbeing sector insights

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Platform Subscription / SaaS: Annual subscription access to the EVOLVE platform including PinpointAI, Archive access, and consulting services. Delivered through enterprise agreements with tiered access based on organisation type.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

EVOLVE unifies three decades of leisure sector data with agentic AI to give operators, suppliers, healthcare partners and investors decision-grade market intelligence. The offering combines the PinpointAI intelligence layer, the proprietary EVOLVE Archive, the LeisureDB Connect integration hub, independent research publications and bespoke consulting services, delivered as an enterprise platform with annual subscription access.

Product overview

EVOLVE is a unified leisure and wellbeing intelligence platform operated by Leisure Database Co. (trading as Addleisure Limited). The offering is a platform-plus-modules architecture combining PinpointAI (agentic AI intelligence layer), the EVOLVE Archive (30-year proprietary data spine), LeisureDB Connect (47-partner data integration hub), independent research publications (including the flagship State of the Fitness Industry Report), and EVOLVE Consulting (bespoke advisory services). The platform serves operators, suppliers, healthcare partners, and investors across the UK fitness and leisure economy.

Differentiator

Problem solved

Functional benefit

Products and services

• PinpointAI Agentic AI intelligence layer that turns sector data into decision-grade analysis at speed. Uses Lenses, Scopes and the full Pinpoint Analysis to deliver member, site and demand intelligence from postcode-level queries in seconds, orchestrating internal LDB data, external demographic APIs (ONS, Acorn, Mosaic) and partner datasets in parallel. Built for leisure operators, suppliers, healthcare partners and investors.
• EVOLVE Archive Proprietary 30-year leisure and wellbeing data archive spanning 1994–2024 with 142,381 records covering facility, member cohort, demographic, visit log, pricing tier and survey data across 1,240+ UK and Ireland facilities. Forms the auditable spine of the EVOLVE platform.
• LeisureDB Connect Data integration hub connecting 47 live partner feeds from operators, suppliers, geospatial, demographic and capital sources, processing 3.4M rows per day into the EVOLVE platform for real-time analysis.
• State of the Fitness Industry Report 2026

Quantifiable outcome

• Site selection decisions in seconds vs. traditional 6-week feasibility process
• +4 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

One partnership is on record.

• PSLTcoreStrategic or Co-development Partner · 3 February 2026PSLT (Provider of Fitness Equipment, Services, and Logistics) and EVOLVE/LeisureDB renewed their strategic partnership for three years. The extension builds on existing collaboration to deliver combined data insights and equipment solutions to UK leisure operators. Both organisations have committed to focusing on expanding data-led insights, enhancing service delivery, and driving innovation and sustainability across the UK fitness sector.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cushman & Wakefield (Leisure & Hospitality): Global real estate advisory with leisure/hospitality market intelligence teams producing comparable catchment, feasibility, and operator benchmarking outputs for investment-grade clients.
• Euromonitor International: Global market research firm with deep consumer and leisure industry coverage; comparable in providing subscription market intelligence, sector reports, and bespoke consulting to enterprise clients.
• Statista: Global data and insights platform covering fitness, leisure, and consumer markets. A much broader incumbent with overlapping data aggregation and market research offerings, though without EVOLVE's deep leisure-specific vertical depth.

Direct peers

• ukactive: UK-based not-for-profit trade body for the physical activity sector that publishes market research, sector benchmarks, and consumer insights closely aligned with EVOLVE's UK fitness market intelligence offering.
• ClubIntel: US-based research firm specialising in health club consumer and operator intelligence, providing subscription market research and benchmarking services directly comparable to EVOLVE's operator-facing intelligence platform.
• IHRSA (now HFA): Global health and fitness association producing the IHRSA Global Report and operator benchmarking—direct comparator for EVOLVE's State of the Fitness Industry Report and operator benchmarking capabilities.

Emerging players

• Morning Consult: AI-native consumer intelligence platform combining proprietary survey panels with rapid analytics—comparable technology approach to PinpointAI's agentic workflow applied to consumer/operator insights rather than purely leisure.

Regional players

• Leisure Media Company: UK-based publisher of leisure industry magazines and reports (Leisure Management, Sports Management), covering the same operator and supplier audience as EVOLVE with overlapping research and content distribution channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leisure Database Co.