Developing Leisure Facilities to Become a Destination
First impressions have the ability to make or break a business.
When creating amazing new facilities, there will always be budget constraints. As projects are scoped according to the available budget in both refurbishment and new build schemes, items can potentially be removed as a cost saving. One of these items can be the dressing of the site. However, this ultimately leads to the new leisure facility opening with a very ‘clinical’ feel, white walls throughout and no injection of colour.
The customer does not fully appreciate the cost of ‘hidden elements’ such as the groundworks or roof materials; however, they do notice the ‘look and feel’ of a facility in which they would like to spend their leisure time.
Strategic application of graphics throughout the facility can create an impactful environment, aid the customer journey, and strengthen the brand of the facility. This is evident at Northallerton Leisure Centre where Show Off Media installed graphics and signage: https://www.allianceleisure.co.uk/portfolio/northallerton/
Creating customised concepts and innovative spaces in your facility will truly provide the ‘wow’ factor that the current leisure consumer demands. Social media can help strengthen brands and increase footfall through facilities. The age of Instagram and photo opportunities is now prevalent with Gen Z so creating a backdrop they would be seen to be working out in is vital. Developing spaces that users want to share the images from is crucial in getting a viral message out there.
AV systems in studios and gyms are also so important to create the destination feel. The impact of a good Audio and Lighting system in both exercise studios and gyms can create an immersive environment, which can become a real USP for a facility. An example of this is Salt Ayre Leisure Centre in Lancaster, which was the first Local Authority operated facility to install an Immersive Cycle Studio and has seen amazing results since opening. A link to the case study can be found here: https://www.allianceleisure.co.uk/portfolio/salt-ayre/

Good graphics, wall dressings and AV can aid with membership sales but also with customer retention. It is so important to build impactful spaces where people want to repeatedly return to which are fun, welcoming, and exciting.
The next stage to creating a destination facility is future trends such as complete immersive environments that are on offer by Flareform. Completely changing the look and feel of a studio or gym through the use of lighting and projectors to create a completely immersive space.

There are other opportunities through the use of technology to enhance the facility and customer experience, whilst enticing a new demographic to your centre. As an example, the progression from a soft play to TAG Active using RFID technology to create a multi-faceted adventure zone complete with gamification for the competitive older demographic of 8 years plus. A great example of creating a space that caters for a wide demographic can be found here:
Work starts on £17.4 million leisure centre in Dudley
Work is underway on a new Leisure Centre in Dudley. Dudley Metropolitan Borough Council has committed £17.4 million to the project in the heart of the town centre.
Working in partnership with Alliance Leisure, through the UK Leisure Framework, the council will create a vibrant modern hub for residents and workers to enjoy a range of physical activities.
“This is fantastic news for Dudley. Our residents deserve and need a top class leisure centre and I’m really pleased that work is progressing. We truly are regenerating Dudley, the demolition of Cavendish House is complete and we have great ambitions for our borough. It’s our time to build, connect and grow,” said Councillor Patrick Harley, Leader of Dudley Council.
“Once the hoardings go up, work will truly be underway and we should see a new, state of the art centre standing with pride in Dudley by the end of next year.”
The new venue will be located in Flood Street, approximately one mile from the current centre and will occupy part of a council owned car park. It will include: a 25 metre, 8-lane swimming pool; a teaching pool with spectator provision; sauna; a 4-court sports hall; a 100 station fitness suite; two group exercise studios; an immersive cycle studio; a soft play area with catering facilities and a party room; a café; a sauna and a power assisted exercise studio.
Julia Goddard, Senior Business Development Manager at Alliance Leisure, says: “Because this is a brand new facility, we can design an environment that perfectly reflects the needs of the community. Incorporating the soft play area and power assisted exercise studio will extend appeal to a much wider audience, creating an inclusive provision that can be enjoyed by all. The town centre location also means the facility boasts great accessibility and is within easy reach of a new Metro stop on Flood Street and the bus interchange.”
Works are due to complete in October 2021. The current leisure centre on Wellington road will remain open until the new centre is ready to open its doors.
The Alliance Leisure development team includes construction specialist ISG and Robert Limbrick Architects. All works will be delivered via the UK Leisure Framework, owned by Denbighshire Council and managed by Denbighshire Leisure.


A New Look for Alliance Leisure
A new look for Alliance Leisure! But the same great service, people and results!
2019 saw Alliance Leisure celebrate 20 years of providing developments and client support to the UK leisure market. And now in 2020 we’re refreshing our brand.

With the launch of TA6 last year and the continued success of the UK Leisure Framework the new logo strengthens the relationship between these core parts of the company and gives a new and unique identity to the business.

Our Cube icon represents the 5 elements of the business:
- Design
- Build
- Fund
- Deliver
- Support
To find out more about our services CLICK HERE or contact a member of OUR TEAM today.
Coronavirus Update
All of us at Alliance Leisure are hugely concerned by the wide sweeping effect of the COVID-19 virus on our staff, our clients, our supply chain and the health and well-being of the wider community.
We are working hard with all of our stakeholders to continue delivering services in these challenging and unprecedented times.
We will do our very best to support the sector and at an individual level, we encourage our staff to actively help their local communities.
Innovative flexible workout space forms part of £2.3 million leisure redevelopment in Leicester
Leicester City Council has engaged Alliance Leisure to convert a sports hall into a flexible workout space. The project is part of a £2.3 million leisure regeneration scheme which incorporates redevelopment works at three leisure centres across the city.
Cossington Street Sports Centre and Evington Leisure Centre will undergo substantial modernisation to create physical activity environments more in-line with the needs of the communities they service. Aylestone Leisure Centre will involve a remodelling of the fitness space. Works will roll out from this month, starting at Cossington Street Sports Centre, and aim to complete by the end of this year.
All works are being delivered via the UK Leisure Framework, owned by Denbighshire Council and Managed by Denbighshire Leisure. Leading the design will be Saunders Boston Architects.
“Cossington Street Sports Centre is currently dominated by a traditional 3 court sports hall which will be transformed into a highly versatile fitness space,” says Tom Fairey, Senior Business Development Manager at Alliance Leisure. “The current gym provision is very small, occupying only 50 square metres across two small rooms. The newly created fitness space will be 370 square metres larger, incorporating 50 training stations and will be defined by moveable storage partitions ensuring the configuration can be easily changed to accommodate a range of fitness activities. The current gym rooms will be knocked into one, creating a second versatile ‘Programmable Gym’ space.
“The default set up will accommodate a fully equipped gym and free weight section, with a studio space defined by a specialist sprung floor, half height partitioning plus independent lighting and audio systems. If there is a demand for a larger group exercise space, the partitions can be removed to enable the incorporation of more floor space from the main gym area. This innovation provides a high level of flexibility and helps to future proof the development against changing market trends moving forwards.”
The changing spaces will be reconfigured and modernised, plus the entrance will be relocated to create a more welcoming space for visitors.
Andrew Beddow, Head of Sport Services Leicester City Council, says: “The current facility mix no longer reflects the needs of the community. In consultation with Alliance Leisure, through the UK Leisure Framework, we have designed a solution which will solve these issues and enable more local people to benefit from our leisure services.”
Development works at Evington Leisure Centre are set to begin in April 2020 and will include 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.
“The local school utilises this facility so the sports hall still delivers value as a multi-sports facility,” explains Fairey. “This meant we couldn’t reconfigure existing floor space to increase the size of the gym. Instead we had to extend the footprint.”
In addition to a 70 station gym, the works will also incorporate two new studios – one to house group exercise and one to house group cycle, with redecoration throughout.
The final phase of this project will see the separate free weight gym and the main gym space united at Aylestone Leisure Centre, creating a much more welcoming and user friendly, open plan training space.
Speaking of the investment, Deputy city mayor Cllr Piara Singh Clair, who leads on culture, leisure and sport, says: “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.”
Scotland’s first immersive studio opens as part of £1.2m leisure development
Falkirk Community Trust has launched Scotland’s first immersive studio as part of a £1.2m redevelopment of Mariner Leisure Centre.
The trust, which operates sport, recreation, arts, heritage and library services on behalf of Falkirk Council, appointed leisure development specialist Alliance Leisure to deliver the project under the UK Leisure Framework.
Opened in 1985, the centre had just over 1,000 members when Alliance conducted its initial review of the site in 2019. The company’s latent demand report suggested a membership of more than 1,700 could be achieved by modernising the offer for today’s users.
The first floor of the centre has been redeveloped and now features Scotland’s first fully immersive workout environment, complete with a cinema size screen measuring almost 10m in span 2, top of the range audio and lighting systems and the Les Mills TRIP cycling workout.
The gym has almost doubled in size to 292 sqm, with more than 65 stations, including a Queenax functional training rig, sprint track, free weights, and two Keiser M7i wheelchair-accessible total body trainers.
There is also a newly created group fitness studio, which hosts a full timetable of live and virtual classes to complement the offering.
A separate review, conducted by Alliance Leisure, identified a need for wellness facilities to meet the needs of those not attracted by a traditional fitness offering.
The development therefore also includes a Shapemaster Hub, equipped with 12 pieces of power assisted equipment, which is designed for less mobile users, those who suffer from obesity or illness or are undergoing post-operative rehabilitation. A new office for Falkirk’s physical activity referral programme, Active Forth, will make it easier for the team to help those with more complex health issues to start their fitness journey.
The project has been funded by Falkirk Council and forms part of wider plans to revitalise the leisure offer in the area.
“We have been delighted to be working with the Trust to envisage how we may support developing the type of facilities and services needed to increase participation among modern users, while securing a viable future for their sites. It’s thanks to the UK Leisure Framework that they have been able to achieve their vision for Mariner Leisure Centre and we look forward to working with the trust on its future projects,” says James Foley, Commercial Director at Alliance Leisure.
Maureen Campbell, CEO of Falkirk Community Trust said: “The Mariner Centre is a key asset delivering opportunities to get ‘more people, more active, more often’ and deliver the aims of Falkirk Community Trust as a charity.
“Modernising and improving the quality of our services, including the introduction of a new immersive spin studio, expands our relevance into new audiences – those with high expectations and an appetite for new activities close to home. In addition, the new dedicated Shapemaster Hub will help us provide access for harder to reach audiences.”
Day out at the Scottish Leisure Network Group in Edinburgh
Four members of our Northern-based team attended the regional seminar for the Scottish Leisure Networking Group this week held at the prestigious Edinburgh International Climbing Arena. James Foley Commercial Director, Sean Nolan Business Development Manager, Tom Gardner Business Development Manager and John Leaver Head of Marketing, joined over 50 other delegates from 21 organisations in a networking day covering a range of topics.
As sponsors of the network John delivered a marketing workshop with the group which received excellent feedback on the day and after…
“Spoke really well very authentic , humble and engaging”
“Everyone I spoke to took something away from your presentation. Delivered in an easy understandable way coupled with mini interaction sessions to get everyone talking – perfect”
The day was rounded off with speakers from CIMSPA, Spencer Moore, and Debit Finance, Richard Jones.

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