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.

Formed in 2001, Inverclyde 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 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.

“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.”

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 provision in the area. Alliance Leisure identified a new mix of facilities that would match that need and subsequently delivered these as part of a £1.2m project. Ravenscraig Activity Centre was transformed with the introduction of a low-cost gym; soft play facility; XHeight Climb; F&B provision, including party rooms; and a Proud to Serve Costa Coffee cafe. Upgrades were also made to front of house, services and changing facilities.

Since the investment, Inverclyde Leisure has seen membership increase by more than 3000%, membership usage rise by over 1000% and direct debit income grow resultantly.

Understanding community needs

Keen to replicate the success of Ravenscraig Activity Centre elsewhere in its portfolio, Inverclyde Leisure partnered with Alliance Leisure to update Lady Octavia Sports Centre. Opened in 1993 with a gym, sports hall and all-weather pitches, the centre is located in a deprived area with high levels of unemployment.

Studies highlighted a need to drive physical activity at the centre. Alliance Leisure didn’t want to replicate the offer at nearby Ravenscraig, so the team looked at how the two sites could complement each other.

“Lady Octavia is a great example of how to manifest change quickly, easily and in the most cost-effective way possible,” says Foley.

The 16-station gym was modernised and extended to 60 stations and relaunched as a Fitness for Less offering membership from £9.99 per month for unlimited access. The changing areas were refreshed and the team created a more welcoming reception area.

The £500,000 investment has resulted in a 570% increase in fitness memberships.

“Inverclyde Leisure has a very good understanding of both its current and potential users, and the price points that stimulate engagement. The trust created a gym with a user-led pricing approach, which has driven this phenomenally successful project,” says Foley.

More people, more active

Boglestone Activity Centre, the latest site to be regenerated under the Inverclyde Leisure and Alliance Leisure partnership, completed in June of this year.

The centre has been transformed with the introduction of a Fitness for Less gym and a spacious children’s soft play area alongside an adrenaline play frame featuring a sports zone with a basketball and sports pitch area. A Proud to Serve Costa Coffee cafe was also included in the project totalling £1m.

Once again, the project has generated impressive returns. A few months following its completion, the site reported over 450% increase in memberships.

Alliance Leisure is now working with Inverclyde Leisure on the next phase of their longterm partnership. Currently going through planning, this fourth project proposes a new-build indoor tennis centre at Rankin Park, featuring three courts, a gym, toddler play area and cafe pod housed next to an existing pavilion.

“Thanks to the investment we’ve made in our facilities, we are getting more people active and attracting people who weren’t previously using our facilities. Without our partnership with Alliance Leisure, it would be very difficult for us to have achieved what we have. To deliver these projects on time and on budget is a real skill we benefit from in this partnership” says Vango.

Overall, Inverclyde Leisure’s net income from 2013-2019 has increased by a staggering 75%, while membership has grown by 51% over the same period. �