Leisure
Boglestone Activity Centre has been transformed with the introduction of a Fitness for Less gym
“We have something for everyone and to suit all budgets. For example, our Fitness for Less gyms are attracting people who couldn’t afford our traditional gyms and allow us to engage with new audiences,” says Kieron Vango, CEO of Inverclyde Leisure. “We are investing in our facilities even though we have declining income from our management fee. We need to offset this decline and working with Alliance Leisure has helped to increase sustainable participation and income.”
DIVERSIFYING TO MEET LOCAL NEEDS
A long-term development partnership between Inverclyde Leisure and Alliance Leisure has resulted in a 75% increase in income and a 51% rise in membership. in 2001, Inverclyde F ormed Leisure delivers leisure, cultural and community activities – including 10 leisure centres – on behalf of Inverclyde Council. The trust operates in areas of high deprivation as well as affluent wards, and since 2014
has developed a diversification strategy to appeal to all sectors of the local market. This includes implementing premier, budget, CrossFit and ladies-only fitness facilities under sub brands IL Fitness Plus+, IL Fitness for Less, IL
Boglestone Activity Centre completed in June of this year
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CrossFit, IL Express Ladies Fitness, as well as children’s active play and cafe models to ensure the trust meets the demands and expectations of its customers. Today, the trust serves approximately 80,000 active members.
Alternative leisure provision Inverclyde Leisure appointed Alliance Leisure as its Development Partner in 2014 to identify opportunities within the trust’s portfolio to meet the needs of all residents. “The first thing we did was to analyse if the business was performing to its full potential. Where performance had potential for improvement, we set about implementing a strategy which would transform the facilities to positively impact the community,” says James Foley, Commercial Director at Alliance Leisure. Ravenscraig Activity Centre was the first site identified for redevelopment. Opened in 1984, the dry-side centre had been well used in the past but changing user habits and expectations combined with good quality competing provision in the education sector meant that the facility was running at a deficit of £65,000. “The normal thing to do with a facility that’s costing money and not producing outputs is to consider closure, but we looked for alternatives. We focused on understanding the business and identifying opportunities to improve performance. We also studied drivers for physical activity and identified local health needs, all of which helped us to generate the product,” says Foley. The options appraisal showed there was a need for physical activity, health and fitness
