Leeds City Council

Alliance have been in a partnership with Leeds City Council since 2016.  The contract is delivered by the TA6 team via a power pack which is an income share agreement covering all major income lines within Leeds’ 14 leisure centres.

Our support is focused on the growth of income via marketing and promotion along with upskilling staff through a structured training plan. Within the contract an account manager has been assigned to facilitate all areas of the contractual obligations overseeing all marketing campaigns both online and offline, delivering training directly and using TA6 resource including the digital and design team & training team to deliver the very best service within the industry.

Monthly account meetings are delivered to all key stake holders to review performance assessing all the pre-set Key performance indicators. Alongside this there is quarterly review meeting with the Marketing Director of TA6 to align key strategic actions and support from the head of digital TA6 and National account manager TA6.

The partnership with Leeds City Council has performed well through a vast expansion in competition within the city showing a healthy net gain in fitness membership over the last 2 years. Key strategic action was necessary to achieve this and working closely with the SMT at Leeds City Council some excellent results have been achieved.

Memberships have increased from 17,000 members to 24,000 – an increase of over 40% despite strong competition from the low-cost gym sector.

Our partnership with Alliance Leisure has enabled us to run a city-wide campaign targeting likely users of the leisure centres without stretching the limited resources available in the leisure marketing team. Alliance’s support and coaching has been invaluable in enabling these campaigns to be so successful.
Tim Quirke
Marketing Manager, Leeds City Council
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