Evington Leisure Centre

As part of a £2.3m leisure transformation across the city of Leicester Evington Leisure Centre opened its doors to a range of new facilities in the summer of 2021.

The development works, project managed by Alliance Leisure, started in April 2020 and included the addition of a single storey 280 square metres extension to create a 310 square metres Gym space, over twice the size of the existing provision.

In addition to the 70 station gym, the works also incorporated two new studios – one to house group exercise and one to house group cycle, with redecoration throughout.

Alliance Leisure’s support division TA6 also supported the development with a comprehensive launch plan covering offline and digital advertising channels. TV advertising was utilised through AdSmart from Sky as well as promotions on Facebook, Instagram, Google and YouTube.

Across an 8 week period 2.5million digital advert impressions were generated resulting in over 22k website visits.

Initial reception from the local community has been excellent with membership sales exceeding target by 330% in the first 2 months after re-opening.

TV Advert shown across Sky and Virgin channels during the launch was viewed 90k times by a targeted audience of 15k people.

Our leisure centres are hugely valued by local people and play a very important role in health promotion across the city. We are making this major investment in facilities to encourage more people to active and help improve the health and wellbeing of our local communities.

Cllr Piara Singh Clair

Deputy City Mayor

Surpassed Membership Sales Target

This innovation provides a high level of flexibility and helps to future proof the development against changing market trends moving forwards.

Tom Fairey

Senior Business Development Manager, Alliance Leisure