Industry News Archives - Page 5 of 11

Category: Industry News

Alliance Leisure partners with Roster to harness the potential of emerging technologies

In a world where digitalisation and evolving technologies are creating new possibilities every day to improve the way we learn, interact, manage work and document progress, leisure development specialist, Alliance Leisure, has teamed up with Ollie Bell, an emerging technologies consultant and co-founder of Roster, a Web3 education business, to support the sustainability and growth of its business.

John Leaver, Marketing & Framework Director, says: “The world is changing and its changing fast. Web3 and blockchain technologies are presenting opportunities to improve data efficiencies and securities at all levels of the supply chain whilst AI and machine learning are driving faster and more informed decisions that have the potential to reduce costs and improve delivery times. As a forward-thinking innovator within the leisure development space, it is vital that the Alliance Leisure team recognise the possibilities and understand how technologies might be applied to drive efficiencies and improve outcomes, both for our own business and for our clients.

“Working with Ollie and Roster, we are providing training and education to our teams that includes the exploration of practical examples of how these new technologies are already being used by other companies and industries to solve problems and improve efficiencies. For example, HM Land Registry is already working with a digital specialist to explore how smart contracts and blockchain technology could improve security and efficiencies at all stages of property and land transfer. We want to learn from best practice and apply it to our own model and processes.”

Roster is the brainchild of Ollie Bell, ex Commercial Director at the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) and graduate from the Oxford University Blockchain Strategy Programme. Ollie is Co-Founder and CEO at Roster, bridging a much-needed gap between the physical activity sector and education around emerging technology.

Digitalisation and new technologies offer tremendous opportunities but a lack of understanding and knowledge often hinders their adoption. Working with curious, industry leaders such as Alliance Leisure, we are demystifying these technologies and creating a trusted point of entry looking for anyone looking to harness the power of Web3. Through the application of unique learning models, we simplify what many consider to be an overwhelming field and empower people to step into the Web3 arena with knowledge and confidence, supported by a network of industry innovators.

Ollie Bell

Co-founder and CEO, Roster

Alliance Leisure is no newcomer to innovation and the adoption of cutting-edge technology. Paul Cluett, Commercial Director at Alliance Leisure, explains: “We keep our finger on the technology pulse to ensure the services and products we recommend and integrate for clients take advantage of the latest advances. We were the first to install an immersive cycle studio in Scotland, we introduced TAGactive – the digitally gamified adventure play arena for all ages – to the public sector and we are currently working with FlareForm on the roll out of their immersive Future Studios.

“This new partnership with Roster is an extension of our commitment to innovate, learn and stay ahead of industry trends. By harnessing the power of emerging technologies, we will drive evolution within the leisure and leisure development industries to ensure ongoing exceptional service delivery to clients.”

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Harrogate Leisure Centre reopens following multi-million pound investment

The Harrogate Hydro reopened its doors this week having been transformed into the Harrogate Leisure and Wellbeing Centre, thanks to a £13.5 million major refurbishment by North Yorkshire Council. The facility is operated by Brimhams Active.

The project has been delivered by Alliance Leisure, working with ISG Construction, Axiom Project Services and GT3 architects through the UK Leisure Framework, managed by Denbighshire Leisure Limited (DLL).

New facilities include a new 400sqm fitness suite, a Les Mills immersive cycle studio, a sauna and steam suite, plus a reconfigured reception and café.

Works have also included extending the building’s footprint and substantial reimagining throughout to create a bright, modern offering more in keeping with the needs of today’s vibrant and diverse community.

Existing pool and leisure facilities have been completely overhauled. In the pool, a new diving structure has been installed so the centre can continue to support up and coming diving talent in the way that it has done for Olympians, such as Jack Laugher MBE and Oliver Dingley.

Outside, the building has been remodelled to complement the surrounding environment with landscaping, a reconfigured car park, bicycle storage and electric vehicle charging points.

The re-opening of the new and improved Harrogate Leisure and Wellness Centre will ensure that continues to be the case. It is also pleasing that energy-efficiency has been at the heart of the project, in line with our climate pledges, and this will serve as an example for other facilities across the county.

Councillor Simon Myers

Executive Member for Culture, Arts and Housing, North Yorkshire Council

Investment in the old Hydro has transformed the facility and future proofed leisure provision for many years to come. In addition to the visible improvements, there is so much that has gone on behind the scenes to make this centre more energy efficient. Air source heat pumps have replaced existing gas boilers and 250 solar panels have been installed along with new energy monitoring and control systems. These measures are expected to half the carbon footprint of the leisure centre. This is great news for the council’s net zero targets, great news for residents and ultimately, great news for the planet.

James Foley

Commercial Director, Alliance Leisure

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Northcroft Lido reopens following £5 million redevelopment

Northcroft Lido reopens following £5.7million redevelopment

The major redevelopment of the lido at Northcroft Leisure Centre, Newbury has completed following a £5.7 million investment.

Commissioned by West Berkshire Council and developed by Alliance Leisure working in partnership with Myrtha Pools and Universal Civils & Build through the UK Leisure Framework, the new outdoor facilities include a 50 metre, Olympic size outdoor swimming pool supported by a splash pad and fun slide, beach hut style changing rooms, a sun terrace and a relaxation area, all of which are fully accessible.

It is anticipated that the new facilities, opened on the 21st August 2023, will accommodate 50,000 attendances each season. In addition to attracting more visitors to the facility through the inclusion of the splash pad, main pool, slides, residents will now also enjoy an extended season.

Moving forwards, Everyone Active has been appointed under a ten-year term to manage the Northcroft Leisure Centre and Newbury Lido as part of a wider leisure management agreement with West Berkshire Council.

Greg Walker explains that this is thanks to the redesign of the pool. He says, “By shortening the pool from 72 metres to 50 metres and reducing the depth from a maximum of 2.8 metres to a profile from 0.9m to 1.58m, pressure on the structure has been reduced and maintenance demands have been eased. This means the facilities can now be operational from April right through to the end of September. This not only extends access to this amazing community provision, but has created a more sustainable financial proposition.”

It's fantastic to see so many people enjoying this amazing space again. There has been a lido on this site since 1870 so it’s part of the local DNA. The original pool was affected by ground water levels, which, over the years, undermined the integrity of the structure and became increasingly expensive to maintain. Now that the pool has been re-engineered with the benefit of modern-day learnings and technologies, families will be able to enjoy the many physical mental and social benefits of this amazing facility for many generations to come.

Greg Walker

Business Development Manager

The UK Leisure Framework, owned by (DLL) Denbighshire Leisure LTD has supported many community leisure development projects from full scale multisite leisure centre new builds to 3G pitches and pump tracks

This is exactly the kind of project we launched the Framework to support. The Northcroft lido has been a part of the community’s landscape for more than a century and its fantastic to secure its future for many more years to come. This was a technical project that required a high level of specialist expertise. Through the UK Leisure Framework we were able to engage expertise at all levels of the supply chain and feed this back through a single point of contact, Alliance Leisure. This helped to mitigate any risks that could threaten the budget or timescale of the project and ensured a smooth transition from concept through to launch.

Jamie Groves

Managing Director, Denbighshire Leisure

Like most lidos across the country, modern technology is affording leisure operators the chance to redevelop and plan for the future.
The new pool benefits from our precision engineered chromium-rich steel technology, which futureproofs the lido for decades to come, both in terms of ongoing maintenance costs and sustainability savings. This project is a prime example of how existing facilities can be renovated and improved upon, without beginning a new build process from scratch, which is increasingly important as local operators look to optimise budgets.

Kevin Burns

UK Business Development Manager, Myrtha Pools

We have been privileged to manage this project almost from inception, through detailed design and build, to final delivery. This has not been without its complications imposed by budget, timescales & engineering complexity but has been a great challenge. We have used the in-house ground solution & piling teams of our Group to support us, which alongside Myrtha Pools has allowed us to jointly create a wonderful community facility.

Martin Davies

Director, Universal Civils & Build

Working in partnership with Alliance Leisure, we've breathed new life into a much-loved facility and created a model that will enable thousands of residents and visitors from far afield to enjoy the pleasures of outdoor swimming and other water activities for many years to come. We can now all celebrate the success of this project together.

Janine Lewis

West Berkshire’s Executive Member for Public Health, Culture, Leisure, Sport and Countryside

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Four examples of how leisure operators transformed their facilities

Alliance Leisure is an industry leader not only in the development of brand new leisure facilities, but also in the redevelopment and transformation of existing facilities.

We’re looking at some examples of how four leisure operators partnered with us to transform their facilities and bring them up to a modern standard.

Salt Ayre Leisure Centre

Following a £5 million investment, Salt Ayre Leisure Centre underwent a major redevelopment of their under performing facility, creating a thriving community hub. Following the redevelopment, the centre now boasts a 72% increase in customer visits.

New attractions to the centre include the Les Mills immersive cycling experience, the Trip™; Europe’s first outdoor Flight Tower; an 80-station gym largely equipped by principle supplier, Precor; adventure play area; XHeight climbing wall; barista-style café and a luxury spa. Read more here.

King George’s Playing Fields

The £7 million scheme to transform King George’s Playing Fields in Brentwood, began in January 2021 and formed part of the council’s 10-year Leisure Strategy.

The project centrepiece is an impressive new pavilion which includes new changing rooms, toilet and showers for local rugby and football teams, a golf clubhouse and Golf Pro Shop, as well as a bar with a terrace. Other facilities include a flexible, multi-purpose room, a Changing Places facility, a café, a two-storey soft play facility, TAGactive arena and a sensory room. Read more here.

White Oak Leisure Centre

Described by the Leader of the Council as a ‘historic investment’, the new White Oak Leisure Centre replaces an inefficient centre of the same name built in the 1960s and creates an activity hub that meet the hugely diverse needs of modern society. The development was procured by Sevenoaks District Council through the UK Leisure Framework, owned and managed by Denbighshire Leisure.

Wet side, the development incorporates two pools – a 25 metre, six lane pool with an adjustable height floor plus a learner pool – ideal for hosting the centre’s full programme of children’s swimming lessons. Both pools are supported by a family changing village.

In addition there is a 100 station gym, with mainly Technogym equipment a modern group cycling studio, two large Group Exercise Studios and a multi-purpose sports hall for a wide range of activities and clubs. Read more here.

Monmouth Leisure Centre

Delivered by Alliance Leisure Services as part of the UK Leisure Framework, the multi-phased project has enabled the council to provide a raft of new facilities for the town including a new 60-station gym, exercise and group cycling studios, a toning suite, children’s play area and café in the most cost-effective way.

Monmouth was without a public swimming pool for some years. To meet local demand for swimming, the development also included a new 25m swimming pool and spa. Read more here.

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Engaging communities through leisure provision, Alliance Leisure sets course for growth

Leisure development specialist, Alliance Leisure, is gearing up for its next phase of growth with the promotion of marketing specialist John Leaver to its Development Board. The strategic move comes as the company prepares to deliver more than £500 million worth of leisure projects across the UK as the sector looks to align more closely with health and wellness and meet its sustainability targets.

John, who previously held the position of Head of Marketing, will now serve as the Marketing & Framework Director, working alongside other directors to further establish Alliance Leisure as the premier leisure development partner in the UK. Leaver’s new position also leads to a change in title for Paul Woodford, who assumes the role of Strategic Engagement Director. The company aims to leverage John’s expertise and years of experience to ensure continued strong growth.

Having worked for Alliance for 17 years, I sometimes feel like a stick of Blackpool rock – if you cut me in half you’d see Alliance running through me. Our services have evolved over the years, but the core of Alliance remains the same – to deliver innovative buildings and environments that promote physical activity, are relevant to the audiences they serve and ultimately deliver maximum benefits to partners, clients and the public

John Leaver

Marketing & Framework Director

Transforming leisure across the UK

Alliance Leisure has a proven track record in leisure transformation, having already delivered 220 developments representing over £300 million of investment in local authority leisure facilities. The company’s focus on innovation and driving positive change in the sector has been instrumental to its success. In his new role, Leaver will drive the marketing strategy to support Alliance’s growth and maximise the potential of the UK Leisure Framework (UKLF).

Collaborating with Denbighshire Leisure Ltd (DLL), the UKLF has the potential to deliver up to £2 billion worth of leisure projects across the UK. The UKLF is a proven tool in bringing modern, inclusive and fit-for-purpose sports and leisure facilities to market, from ambitious new build and refurbishment schemes to smaller, but no less impactful projects such as 3G pitch installations and outdoor gyms.

The leisure sector needs to adapt and align with health and wellness trends to cater to the changing needs of consumers. We recognise this shift and bring innovation to the traditional leisure market, providing added value in affordability, cost certainty, risk reduction and speed of delivery.
We work with local authorities and leisure trusts to develop sport and leisure facilities that deliver against a wide range of objectives from creating more active populations and better engagement with disengaged groups to contributing to the physical fabric of communities and providing a sense of civic pride.

Sarah Watts

CEO, Alliance Leisure

Alliance has an extensive pipeline of projects coming up, which encompass a wide range of facilities, including spas, tenpin bowling, skateparks, fitness centres, soft play areas, climbing walls, outdoor pitches, swimming pools, waterparks and changing facilities.

These projects will help clients transform their provision to meet their business objectives and get more people active, thereby helping to improve public health, create positive wellbeing within communities and reduce the burden on the NHS.

In addition to developing innovative new facilities, Alliance also supports leisure operators with comprehensive sales, marketing and training services through its TA6 brand. The company works with over 250 leisure sites each year, offering programmes to increase income, develop staff and improve the health of local communities.

Levelling Up communities through leisure

With the majority of the UK’s leisure centres built in the 1970s, far too much of the nation’s leisure stock is outdated and struggling to meet the needs of today’s communities. Alliance is dedicated to reinventing and growing public leisure, both now and in the future. As part of this, the team is committed to helping local authorities across the UK drive economic growth and urban renewal via the government’s Levelling Up agenda.

At the start of the year, the government announced that more than £300 million will be injected into leisure and wellbeing developments, thanks to a number of successful Levelling Up Fund (LUF) bids. The investment allocation is part of a total £2.1 billion round two ‘levelling up’ investment fund introduced to help tackle regional inequalities.

Alliance is delivering a number of LUF projects. These include building a new wellbeing hub in Caerphilly, Wales, after Alliance supported Caerphilly County Borough Council in its successful bid for £20 million. Procured through the UKLF, the flagship leisure and wellbeing hub will offer a range of facilities to support health, wellbeing and community cohesion.

The development is a key part of the council’s wider Sport and Active Recreation Strategy which aims to get more people, more active, more often. It also forms part of a major regeneration blueprint for Caerphilly town centre called the Caerphilly 2035 Place Making Plan – as well as the wider £500+ million place shaping programme for the county borough.

Alliance is involved in the delivery of several other leisure projects made possible by the first round of LUF, including a £24 million new-build development on behalf of North East Derbyshire District Council, and Mablethorpe Leisure and Learning Hub which is due to open in the summer of 2024.

A sustainable future

Creating a sustainable model for public sector is critical. With a significant portion of district and unitary councils’ direct carbon emissions attributed to public leisure facilities, there is a pressing need for energy efficiency and reducing carbon footprints. Through its participation in the Public Sector Decarbonisation Scheme (PSDS), Alliance has supported councils in becoming more energy-efficient, reducing emissions and contributing to the government’s net-zero targets.

To date, Alliance has delivered multiple PSDS funded projects with a combined value of more than £30 million. The company has made energy efficiencies at 23 leisure venues in partnership with 10 councils. It has delivered 60 per cent carbon saving across an initial 10 leisure centres as part of the PSDS, which equates to 2.1k tonnes of CO2 reduction per annum as well as a 15 per cent cost reduction for the leisure operators. By working collectively, suppliers, operators and contractors are taking significant steps towards creating a more sustainable leisure industry.

To support its sustainability and growth, Alliance has partnered with Roster, an emerging technologies Web3 education business. This collaboration demonstrates the company’s commitment to innovation, continuous learning and staying ahead of industry trends. By harnessing the power of emerging technologies, Alliance and Roster aim to drive evolution within leisure development, ensuring the continuation of exceptional service delivery to clients.

The world is changing and it's changing fast. Web3 and blockchain technologies are presenting opportunities to improve data efficiencies and securities at all levels of the supply chain whilst AI and machine learning are driving faster and more informed decisions that have the potential to reduce costs and improve delivery times. As a forward-thinking innovator within the leisure development space, it's vital that the Alliance team recognise the possibilities and understand how technologies might be applied to drive efficiencies and improve outcomes, both for our own business and for our clients.

John Leaver

Marketing & Framework Director

Alliance remains committed to evolving public leisure, promoting sustainability and driving innovation by helping the sector to align with health and wellness. Working with local authorities to develop modern, inclusive and sustainable sports and leisure facilities, Alliance will continue to improve public health, foster community engagement and contribute to economic growth and urban renewal across the UK.

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Alliance Leisure completes redevelopment of Abbey Leisure Centre

The £3.5m redevelopment of Abbey Leisure Centre has now been completed on behalf of Durham County Council.

Opened to the public in July 2023, the project forms part of the council’s multi-million-pound Leisure Transformation Programme, which includes the refurbishment of existing sites such as Abbey in order to improve the county’s leisure stock. Alliance Leisure is delivering a number of projects for the programme, which will introduce a range of new activities and services to help improve health and wellbeing outcomes and sustain the council’s provision into the future.

Our brief was to review Durham County Council’s leisure estate and develop solutions for centres across the county to meet the needs of each local demographic. Our research showed that Abbey Leisure Centre was not being used to its full potential. We therefore proposed to transform the site into a family focussed centre offering facilities for toddlers to teens alongside an expanded health and fitness offer.

Sean Nolan

Business Development Manager, Alliance Leisre

The centre’s four-court sports hall has been converted into family entertainment area with distinct zones catering for toddlers, juniors and teens. Attractions include soft play, a trampolining zone and an interactive Tag Active Challenge Arena including vertical obstacle towers that players must climb and descend in the quickest time possible. Incorporating Tag Active technology, players’ times are recorded and displayed on a leaderboard. The family entertainment area is supported by a new cafe, adding a social space to the centre, as well as party rooms.

On the first floor of the building, the gym has been relocated and doubled in size. The existing gym has been converted to a group exercise studio, while the provision of a second studio allows the centre to offer a full programme of group cycling sessions.

It’s rewarding to work on projects where we are able to give leisure facilities a new lease of life, by providing the latest attractions that bring the whole family together. We are proud to have played our part in delivering this project and look forward to seeing the centre thrive for years to come.

Craig Savage

Alliance Leisure Framework Lead, ISG

A new wellbeing suite has been created in one of the centre’s two squash courts. Offering specialist power assisted equipment from Innerva, the suite will provide a unique exercise and rehabilitation solution ideal for older adults, people suffering from long term health conditions, and those recovering from injury or returning to exercise. It is hoped the new suite will help people to become more active, improve their overall health and even act as a stepping stone into wider leisure facilities. The changing areas and sauna have also been refurbished as part of the project.

The project was delivered via the UK Leisure Framework, which is managed by Denbighshire Leisure LTD (DLL), with ISG as principal build contractor, Axiom as project manager and GT3 as architect for the scheme.

Alliance Leisure is currently on site on the redevelopment of Peterlee Leisure Centre.

An Interview with Natalie | Considerations when Operating Commercial Swimming Pools

Considerations when Operating Commercial Swimming Pools

With swimming pools across the UK facing more pressure than ever before to remain open, we interview Natalie McGuire, Director of Business Development at Brimhams Active and ex-Senior Engagement Manager at Swim England, about her views on what operators can do to maximise commercial opportunities and deliver a sustainable pool provision.

Q: Where should operators start when reviewing their swimming pool provision?

A: When broken down the challenge around commercial programming of a swimming pool is simple. It hinges on two key elements. 1. Understanding your customers and 2. Understanding your cost to serve. Both are paramount in order to maximise the asset, chase efficiencies and continuous growth through intelligence and insight.

Q: Why is understanding customers important for organisations?

A: Understanding customers is important for organisations because it allows them to cater to their customers’ needs and preferences effectively. By gaining insights into their customers’ emotional journey and experiences, operators can make informed decisions and improve their knowledge of customer expectations. This understanding helps organisations avoid misunderstandings and ensures that programming decisions are based on customer needs rather than convenience or outdated practices. Ultimately, by actively engaging with customers and understanding their journey, operators can enhance customer satisfaction and loyalty.

Q: How can operators improve their understanding of customers?

A: There are several strategies that they could use. Firstly, they can directly ask customers for feedback and engage in conversations to gain insights into their experiences and expectations. This qualitative approach can be supplemented with non-user insights to understand the reasons behind customers’ choices. Secondly, organisations should test their understanding against quantitative customer trends, utilizing data and analytics to validate their assumptions and identify patterns or trends. By combining qualitative and quantitative approaches, organisations can unlock valuable information necessary for effective programming.

Q: What is the concept of “cost to serve” in business?

A: The concept of “cost to serve” refers to the analysis of costs associated with delivering a product or service to customers. Instead of solely focusing on the income generated by each activity, organisations consider the margin and overall profitability. By evaluating the balance between costs and income, operators can make more informed decisions about resource allocation. For example, investing in additional workforce, technology, or equipment may increase costs in the short term but can lead to benefits such as increased participation, higher fees, improved retention, and better cost recovery ratios.

Q: How can analyzing “cost to serve” go beyond the pool hall itself?

A: Analysing “cost to serve” can extend beyond the pool hall to other areas within the facility, such as reception and the café. By scrutinising the costs associated with these ancillary areas, organisations can identify opportunities for increased efficiency. For instance, questioning the need for multiple receptionists during peak periods and exploring the possibility of educating customers about digital solutions like access control and self-serve check-in points can lead to cost savings. By considering the overall cost structure, operators can avoid ignoring hidden or residual costs that may impact profitability.

Q: Can you give us some examples how organisations can maximize commercial opportunities by combining customer understanding and cost considerations?

A: Sure, there are lots of ways I can suggest:

High-value, high-margin programmed activities: By offering targeted activities, such as Learn to Swim (LTS) programs, aquatic group exercise sessions, tailored support sessions, and guided delivery, organizations can cater to larger customer groups with less resource investment. This approach provides stability in staff scheduling, allows for effective budgeting through targeted marketing and advance bookings, reduces administration workload through technology, and improves member retention through direct intervention.
Dual use of assets: Organizations can support their membership income stream by providing continuous access to facilities for general members. Aligning programmed and unprogrammed activities effectively ensures that all users are satisfied and exposed to alternative activities. By maintaining stability in the membership income stream, organizations can subsidize innovation or new product offerings until they become established within the program.
Community and corporate engagement: Filling “white space” with regular sessions targeting specific markets, such as local disability groups, corporate partners, parent networks, and community organizations, can generate bookings and benefit from economies of scale. Designing experiences tailored to these target markets and emotionally engaging them through marketing efforts can attract customers who may not have previously considered the pool as an opportunity.
Prioritizing social value: When commercial returns are challenging, organizations can prioritize social returns. By tailoring offerings for individuals with long-term health conditions, those facing barriers to access, and hard-to-reach demographics, organizations can increase their confidence and comfort levels within venues. This approach opens up new markets for membership and may also attract funding for specific interventions that demonstrate social value, such as aquatic-based GP referral activities and instructor-led interventions.
Diversification: Organizations should continually introduce new products and services to delight customers and meet their evolving demands. By staying ahead of customer expectations and offering innovative activities, organizations can retain customers and prevent them from seeking alternatives elsewhere. Embracing change, innovation, and learning from failures are crucial aspects of maintaining a dynamic and attractive program.
Challenging the status quo: Organizations should not adhere to traditional practices simply because they have always been done that way. By smartly assessing risks, optimizing pool space, and creating new messaging, organizations can break free from routine. For example, school swimming programs can be offered in annual programs, weekly intensives, or before-school clubs instead of strictly following a term-based approach. Flexibility and mutually beneficial principles, such as offering exclusive access to swimming clubs during peak times at a premium price, can lead to increased revenue.
Listening to staff: Employees are a valuable resource for organizations. They possess insights into customer preferences and operational efficiencies that go beyond spreadsheet analysis. By investing in opportunities to listen to their feedback and testing their recommendations, organizations can tap into their frontline knowledge. Engaging with the team should not be a mere formality but a fundamental aspect of performance management, ensuring a better understanding of customers and identifying improvement opportunities.

Q: How can the recognition of the health benefits of swimming guarantee a commercial return for innovative operators?

A: First and foremost, swimming offers unique advantages as a physical activity, making it an attractive choice for many individuals seeking to improve their health. By acknowledging and promoting these benefits, operators can position swimming as a superior option compared to other activities, attracting a larger customer base.

Also, by catering to the diverse needs of all user groups and offering programs that align with their goals and preferences, operators can enhance customer satisfaction and retention. The pool’s commercial potential lies in meeting the demands of different demographics, including those with long-term health conditions, individuals facing barriers to access, and hard-to-reach populations. By tailoring the offering to these specific groups and providing exclusive pool space, operators can increase their confidence and comfort levels within the facility, leading to higher participation and retention rates.

Lastly, by remaining committed to understanding customer needs, embracing change and innovation, and continually introducing new products and services, operators can retain their existing customer base and attract new customers. By keeping pace with evolving customer expectations and delighting them with exciting experiences, operators can differentiate themselves from competitors and ensure a sustainable commercial return.

The recognition of swimming’s health benefits, coupled with a deep understanding of customer preferences and innovative programming decisions, can guarantee a commercial return for operators willing to invest in their customers and adapt to changing demands.

Thank you to Natalie for her time in answering our questions. If you’d like to get in touch with Natalie then contact her on the link below and if you want more information on how Alliance Leisure support operators improve their swimming pool provision then contact us here.

Contact Natalie

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Elevate 2023 – Our Takeaways

Back in June, the team at Alliance Leisure attended Elevate 2023; the UK’s largest trade show dedicated to fitness, sport and physical activity. During the event, the team took part in a number of workshops and seminars about issues facing the industry today, future trends, new technology and more.

One in two people will be over the age of 50 by 2030

This statistic demonstrates how the industry must adapt to meet the needs of a changing audience. It is critical that the industry recognises the needs of the people using our facilities, and provides the services relevant to them. A number of traders at Elevate 2023 were aimed at active aging, as well as long-term health and longevity of fitness.
The language of leisure

A significant point that was raised numerous times during Elevate is the language that is used within the sector. A point is being reached where the language of leisure is starting to change to focus more on health, wellness and physical activity, rather than fitness, as well as inclusivity. The shift to a language of health and wellbeing is a direct response to the rising wellness trend that is emerging, and immersive language makes facilities feel more accessible to some potentially marginalised groups, as well as those who feel as though they don’t ‘fit in’ to their idea of someone who uses a leisure centre. These factors combined will help the sector to start reaching more of the 85% of the population who aren’t currently members of a leisure facility.
Working together as an industry

The need for collaboration within the leisure industry is more important than ever. In order to work towards an overall objective of getting more people active, operators must be willing to share data and insight into their successes. By sharing data, we can start to build a clearer picture of the needs of the public, and what can be done in order to meet these needs.
The need to collaborate with the NHS

There is a growing focus on health and wellbeing within the sector (and has been for over a decade now). Elevate 2023 demonstrated this clearly with an influx of traders representing health and wellness businesses, including supplement providers, body composition analysis businesses, medical testing facilities and more. Some of these businesses are already working closely with the NHS, which is a critical source of data which would be highly valuable to the leisure sector. As well as this, many conversations took place across panels covering the need for the NHS and leisure sector to work together. There is a missing link between healthcare providers and the leisure industry; it is possible that fewer people would need to seek healthcare if they were more active. There is a growing need for the NHS and the leisure industry to collaborate to encourage more people to partake in an active lifestyle to help improve their health and keep them out of hospitals, as well as the NHS being a crucial source of data for the sector to work with.
Innovation and sustainability

It is critical that a new innovative approach is taken in the development and delivery of leisure facilities in order to create a sustainable model for the public sector. By encouraging participation in schemes such as PSDS, the leisure industry can start to make changes to its enviromental impact. Suppliers, operators and contractors are all taking significant steps towards working collectively towards creating a more sustainable leisure industry, and by continuing this collaborative effort, positive changes will continue to be made.

Here are some brand new pieces of fitness equipment we saw on display at Elevate 2023.

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Alliance Leisure Leads Development Project To Reintroduce Swim Facilities in Merthyr Tydfil

Thanks to a £6 million investment, secured by Merthyr Tydfil County Borough Council, works are underway to reintroduce swimming facilities to the residents of Merthyr Tydfil, Wales, after structural damaged closed the pool in 2019.

Works are being carried out by Alliance Leisure through the UK Leisure Framework, which is managed by Denbighshire Leisure, and are expected to reopen to the public in the autumn of 2023.

Once complete, recommissioned facilities will provide residents with a 25m, six-lane main pool, a dedicated teaching pool offering a full swimming education programme plus a new splash pool designed to inspire water confidence and deliver engaging sensory experiences for toddlers. The changing facilities will also be updated and redesigned to improve the overall visitor experience.

Commissioning and conducting works through Alliance Leisure and the UK Leisure Framework has been a good decision. Using the UK Leisure Framework ensures we have access to the best expertise and price at all levels of the supply chain and having Alliance leisure act as a single point of contact has made communications and delivery super simple. So far, all works are on time and on budget.

Jane Sellwood

CEO, Wellbeing Merthyr

Works began in November 2022 and in addition to re-commissioning the pools, the council is investing in decarbonisation measures which include replacing gas fuelled boilers with more efficient air source heat pumps. This is predicted to cut cardon emissions by 61 per cent, creating a more sustainable future for the centre.

The leisure centre will remain open while works take place so people can continue to benefit from other facilities at the centre, including the sports hall, fitness suite and exercise studios.

These works will not only give the people of Merthyr Tydfil access to a local pool for the first time in four years, but will also help the council to meet its carbon reduction ambitions to benefit the community both now and in the future. Learning to swim is a vital life skill which improves peoples mental health and wellbeing. Our residents have been without this swimming facility for too long. We are very pleased to be able to address these issues to bring these important community assets back into public use.

Gillian Dunster

Business Development Manager, Alliance Leisure

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Works commence at Warsop Health Hub

Works have now commenced on the development of the new Warsop Health Hub.

Investment from Sport England, the DLUHC and the Government’s Towns Fund have made this project possible, and it is one of six projects funded from the £12.3m awarded to Mansfield District Council in 2021 from the Towns Fund allocation. The project is due to be completed in June 2024, and was procured through the UK Leisure Framework (managed by Denbighshire Leisure).

This development will see the installation of a new swimming pool, splash play area, changing village, multi-purpose hall, cafe viewing and IT area and community space. A short distance from the main site will also see the development of a new multi-use games area which is due to open early 2024.

Back in 2019, Sport England jointly funded the Living Well in Warsop Study alongside the Council, with reviewed the area’s leisure and community provisions. The study produced a list of suggestions and ideas that would lead to the right mix of activities, services and facilities to meet the needs of the community.

Sport England’s Uniting the Movement strategy aims to provide opportunities for all people to access sport and physical activity, regardless of their backgrounds, bank balance or postcodes and we know that having accessible and available facilities is essential in achieving this.
We are pleased to see work starting on the Warsop Health Hub, which is one of the first facilities to use our new Leisure Local concept. The opportunities to take part in sport and physical activity that will be made possible by this development are exciting to see and will benefit the local community for years to come, helping people lead healthy and happy lives.

Lisa Dodd-Mayne

Executive Director, Place at Sport England

We’re very proud to have been chosen as operators for this exciting new community-focused health hub, which looks certain to be warmly welcomed by local residents when it opens in June next year. We look forward to playing our part in improving the health and wellbeing of the people of this parish

Brian Taylor

Chair, More Leisure Community Trust

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