A data rich but information poor sector. The collaborative DataHub project was launched in 2013 as an automated way for all sport, leisure and physical activity providers across the sector to securely bring their data together, align it with consistent sector data standards and then access and share business intelligence and best practice, at the point of decision. The result is that all DataHub Club members now have access to accurate reporting information, relative benchmarks and actionable operational solutions, based on a central and growing repository of over 150+ million facility visits. Just knowing what works best, where and when, is impacting physical activity participation and subsequent economic and social returns. As importantly, these outcomes are also now being accurately monitored and evidenced, creating a continuous cycle of improvement.