How We Work
Supporting every stage of the development journey.
Great leisure developments don’t happen by chance. They are shaped by evidence, informed by communities and brought to life through careful planning, strong partnerships and engaging experiences.
At Alliance Leisure, our Insight & Engagement team works alongside our Business Development Managers throughout every stage of the RIBA plan of work. From the earliest strategic conversations to successful facility launches and beyond, we help clients make confident decisions that maximise community impact, commercial performance and long-term success.
Our integrated approach combines market insight, stakeholder engagement, brand development, marketing strategy and launch campaigns to ensure every project is built on a solid foundation and positioned for success from day one.
Alongside our in house communications team, Alliance brought real innovation, creativity and sector insight to the table – from shaping the launch approach to delivering targeted, bespoke marketing campaigns supported by paid media, data led advice and creative support. That collaborative approach has helped drive record numbers through the doors at Clay Cross Active and across our wider leisure portfolio, and it continues to be a very positive and productive partnership.
David Vickers, Communications Marketing and Design Manager, North East Derbyshire Council
Our Approach
Every project is different, but our support follows a consistent journey aligned to the RIBA Plan of Work.
Click on each stage below to find out how we make an impact during that stage of each project.
Stage 0 | Strategic Definition
Building the evidence for investment.
Every successful project starts with understanding the opportunity. At this stage we help clients establish a robust evidence base that identifies community need, market demand and commercial opportunity, ensuring investment decisions are informed by data rather than assumptions.
Our support includes:
· Opportunity analysis
· Catchment and demographic profiling
· Health, participation and socio-economic analysis
· Competitor and market reviews
· Facility mix recommendations
· Strategic workshops
· Latent demand assessments
Stage 1 | Preparation & Brief
Shaping a shared vision
Once the opportunity has been established, we work with clients and stakeholders to develop a clear vision for the project. Understanding local aspirations and bringing key partners together early creates stronger, more sustainable developments that reflect community needs.
Our support includes:
· Stakeholder mapping
· Community engagement strategies
· Public consultation
· Surveys and questionnaires
· Focus groups
· Stakeholder workshops
· Vision and positioning session
Stage 2 | Concept Design
Turning ideas into experiences
As concepts begin to develop, we ensure they remain focused on the customer experience.
Alongside the design team, we help shape facilities that people will choose to visit, ensuring every space has a clear purpose and strong customer appeal.
Our support includes:
· Customer journey development
· Product mix recommendations
· Experience planning
· Brand strategy
· Naming development
· Brand identity creation
Stage 3 | Spatial Coordination
Building engagement and momentum
As designs evolve, communication becomes increasingly important. We help clients keep stakeholders informed, maintain public confidence and begin preparing audiences for the new facility.
Our support includes:
· Communication planning
· Stakeholder updates
· Public information campaigns
· Project storytelling
· Audience segmentation
· Marketing strategy development
· Early launch planning
Stage 4 | Technical Design
Preparing for a successful launch
With construction approaching, attention turns to creating the tools and assets needed for a successful opening. Our team develops the brand, messaging and marketing resources that will introduce the new facility to the community.
Our support includes:
· Brand implementation
· Marketing collateral
· Website and digital content
· Campaign planning
· Sales support materials
· Membership proposition development
· Customer communications
Stage 5 | Manufacturing & Construction
Maintaining excitement throughout construction
Construction is often the longest phase of a project, but it’s also a valuable opportunity to build anticipation. We keep communities engaged, celebrate milestones and ensure momentum isn’t lost before opening day.
Our support includes:
· Construction communications
· Social media content
· Community engagement
· Project milestone campaigns
· Recruitment marketing
· Pre-sale campaign planning
· Launch event preparation
Stage 6 | Handover
Delivering a successful opening
Opening day is the beginning, not the end. We deliver integrated marketing campaigns that generate awareness, attract visitors and establish long-term customer relationships from day one.
Our support includes:
· Integrated launch campaigns and a structured marketing plan
· Paid digital advertising
· Public relations
· Launch events
· Membership campaigns
· Performance reporting
· Campaign optimisation
Stage 7 | In Use
Supporting long-term success
The most successful facilities continue to evolve long after opening. We provide ongoing insight and strategic support to help operators understand performance, identify opportunities and continue growing participation.
Our support includes:
· Performance reviews
· Customer insight
· Mystery shopping
· Visitor feedback
· Marketing optimisation
· Product reviews
· Strategic planning
· Benchmarking
