The Fitness Industry Association (FIA), in association with The Leisure Database Company (TLDC), is offering FIA members a free membership profiling service to measure and increase participation locally.

The free service will enable operators to assess their membership for the very first time, gaining an unrivalled insight into what makes their members tick.

The service also gives public facilities and the industry as a whole a chance to compare themselves against government targets to increase fitness participation.

It is hoped that after the audit the FIA will be able to lay to rest myths - that the sector only caters for the wealthy, for example, or for muscle-bound men - and demonstrate that clubs' membership bases are increasingly diverse.

A spokesperson for the FIA said: "In our relations with other sectors, the audit will allow us to say with entire confidence that investments in health and fitness clubs are increasing participation in physical activity and, where data is available, to confirm increases among specific target groups."

The profiling service uses the geo-demographic profiling system, Mosaic UK, from Experian. The free Mosaic profile categorises people into 15 Mosaic Groups and compares a site's membership with its estimated catchment area, highlighting the successes and untapped opportunities.

David Stalker, FIA executive director, says: "The need for accurate data capture often flies below the radar - that is, until someone asks simple questions about the kind of people who use our gyms. Then we realise the need for consumer insight.

"In comparison with other sectors such as retail, there's a great deal we have to learn about understanding the needs of our consumers. The FIA National Audit is plugging this knowledge gap, offering operators information on their consumers."

All health clubs and leisure centres wishing to obtain their free group profile should contact Natalie Gibson at TLDC on +44 (0)20 7379 3197.