4Global PLC - London-based data, services and software for sporting events and the promotion of physical activity - Announces expansion of its DataHub into mainland Europe in conjunction with EuropeActive. EuropeActive generates €28.2 billion annually, with 64,000 facilities used by more than 64 million customers in Europe. The launch follows a successful trial in collaboration with some of EuropeActive’s fitness operators. 4Global’s DataHub will now be rolled out to gather data across the European fitness sector.

Chief Executive Officer Eloy Mazon said: ‘The rollout of the DataHub in mainland Europe is an important milestone for us. As more and more operators join the scheme and pool their data, vital information will be generated highlighting the health benefits of increased physical activity in the population. Data generated will also help both sports event organisers and fitness operators target their marketing with the objective of optimising health outcomes.’

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