4GLOBAL announced that it is launching an Artificial Intelligence (AI) and Machine Learning Trial with Places Leisure. 4GLOBAL's aim is to understand how the role AI and Machine Learning techniques can influence the sport /physical activity sector by deriving actionable insights in the following areas: membership cancellation risk identification, understanding the drivers of retention and targeted intervention opportunities. 4GLOBAL's insight solutions, powered by AI and Machine Learning models built on billions of data points from active individuals captured in the DataHub, will harness robust historical data analysis and reliable predictive analytics.

These solutions aim to generate actionable insights for health and fitness operators, enabling them to address critical business questions with precision and gain a competitive advantage. The insights derived from this trial will enable 4GLOBAL to integrate and enhance predictive data models across various DataHub products, expediting the adoption of AI and machine learning within the sports and physical activity sector.