badminton england

SUpporting more people to Discover badmintoN

Badminton England (BE) have always been a forward thinking National Governing Body. When they heard about how open data could revolutionise the way the sector increases sports participation, BE were one of the first NGBs to support OpenActive and fully integrate open data into their digital strategy for increasing badminton participation across the country.

the situation

  • In order to create a one-stop-shop for recreational and serious badminton players a-like, BE needed real-time data about badminton court and badminton class availability.

  • BE also wanted to understand who was doing what, and to make sure their online service was delivering results - i.e. seamless online booking from within BE's own website.

  • BE already had a Badminton finder - but it was based on static data about venues or when classes or events took place.

  • It became clear to BE that they required a technology partner who could help them to harness the growing open data movement to deliver real time and accurate information about badminton court and class availability to their website visitors, and provide simple user journeys to help those users to book and pay without any hassle.

how we helped


  • By working with activity finder partners Playwaze, BE have now launched their Discover Badminton tool, delivered through website and app (launching soon).

  • Through the imin platform, BE are accessing real-time, filtered data about Badminton sessions from 100s of venues across the country who are publishing open data.

  • To ensure only relevant, high quality badminton sessions appear within Discover Badminton, BE make use of imin's session tagging and augmentation engine, allowing BE to promote or highlight sessions belonging to particular BE programmes like No String Badminton, as well as to apply brand-specific images to tagged sessions.

  • imin also provides a branded, GDPR compliant and cybersecure whitelabel checkout to BE - enabling their users to quickly and easily book and pay (without having to leave the BE website) for sessions. The book and pay functionality is available from venues that are part of the imin's growing bookable provider network.

  • imin led several training and knowledge transfer sessions with the internal BE relationship management team, to support the NGB's efforts to open up more Badminton data from BE partners to deliver through Discover Badminton.

  • BE will also be pioneering in their use of "facilities" data from the imin platform - live data about badminton court availability.

what they said

"imin have always been extremely helpful and supportive of our ambitions with excellent client management, providing regular updates and clear useful advice.

They are particularly strong on ensuring the customer journey and experience is as effective and simple as possible – their advice on the customer experience for our new activity finder (based on their own work and excellent understanding of the sector) has been invaluable in delivering a very clean design that makes finding activity and courts a really simple process for our users"

Nick Rimmer, Head of Development at Badminton England

"Badminton England has worked with imin for about two and a half years. In that time, they have always been extremely helpful and supportive of our ambitions with excellent client management, providing regular updates and clear useful advice. They are particularly strong on ensuring the customer journey and experience is as effective and simple as possible – their advice on the customer experience for our new activity finder (based on their own work and excellent understanding of the sector) has been invaluable in delivering a very clean design that makes finding activity and courts a really simple process for our users"

nick rimmer, head of development at badminton england

how can we help you?

we're dedicated to delivering innovative digital solutions that help people to be more active.

We believe that if we change the way we collaborate and share data in the physical activity sector, we can get more people more active and put an end to the rising global physical inactivity epidemic.

We aim to help all organisations to use digital solutions that help more people to be active. We're always happy to share our experiences and to help provide guidance where we can (even if you don't end up working with us!).

Get in touch today to talk through your project - a free 30 min consultation is available to any organisation looking for help.

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