news & trends
Sector leaders agree blueprint to embed physical activity into health
Leaders from across the health sector have met with the physical activity industry to agree a new approach to embed physical activity into health and care systems. The meeting, hosted by industry body, ukactive at the Sheffield Olympic Legacy Park, is seen as the first step to establish a blueprint for the ideal relationship between the NHS and the physical activity sector.
A group of senior leaders – from the NHS, government, the physical activity sector, Active Partnerships, and system suppliers – established a comprehensive approach to embedding physical activity into Integrated Care System (ICS) strategies. Aligning with the Government’s planned ‘three shifts’ –from treatment to prevention, hospital to community, and analogue to digital – the draft blueprint identifies how the physical activity sector can best support
the NHS to drive prevention, how health and care pathways can be delivered in a community setting and the role of digital in facilitating this in practice within ICS.
The aim of the event was to start the move towards an operating environment necessary for the seamless integration of physical activity into the health system, at a time when the Government is designing its 10-year NHS health plan.
Topics discussed at the event –titled ‘Designing a Blueprint for Physical Activity within Integrated Care Systems – included:
l Driving prevention and behaviour change
l Creating partnerships and advocacy across the two sectors
l Addressing economic inactivity
l The role of digital in facilitating a relationship between ICS and the physical activity sector.
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Prevention and behaviour change are at the heart of the blueprint
news & trends
ukactive warns of budget’s ‘devastating impact’
The Labour government’s Autumn Budget poses a threat to national health, if the physical activity sector does not receive tailored support following the increased costs announced in the budget.
Physical activity body, ukactive, has written to the Chancellor, Rachel Reeves, to demonstrate the “devastating blow” the budget will have on the sector and to urge the Government to offset this with measures to support growth.
The letter warns of the major and lasting impact on national health and wellbeing, jobs and growth, due to the growing costs facing fitness and leisure facilities and providers of all types and sizes.
Based on sample evidence from across ukactive’s membership, the letter details the combined impact of the 35% rise in business rates, the increase in National Insurance Contributions, and the reduction in the threshold at which employers start to pay National Insurance (from £9,100 to £5,000 per year per employee) – on top of the
The changes in the Budget could result in a 10% increase in payroll costs
uplift to the National Living Wage. Larger operators on both the public and private side of the physical activity sector estimate that these changes will result in a 10% increase in payroll costs, which one operator said could mean a 5% reduction in staff numbers – threatening hundreds of jobs.
ukactive CEO, Huw Edwards, said: “Across our sector, large private providers, public leisure operators and independent gyms are reporting that the additional costs have forced them to abandon plans for new facilities, halt recruitment or begin to reduce hours and make redundancies.”
Funding confirmed for £11m Fakenham wellness hub
North Norfolk District Council (NNDC) has confirmed that the £11m Fakenham Sports and Leisure Hub project will “definitely happen” after funding was secured for the project. Investment for the hub was initially granted by the previous Conservative government under the Levelling Up Scheme – but NNDC had been waiting for the confirmation it would still be available following the change of governments earlier this year. The Ministry of Housing, Communities and Local Government has now notified NNDC that work on the £11m project can proceed after funding was given the green light in the Autumn Budget. The council has been granted £9.875m to build new facilities at Fakenham Sports Centre, including a 25-metre public swimming pool and improved outdoor sports facilities.
The system will see the team wearing a waterproof smartwatch
Abbeycroft invests in AI-driven swimming pool safety
Leisure centre operator, Abbeycroft, has installed Artificial Intelligence (AI)-assisted lifeguard technology at the Mildenhall Hub, which it manages on behalf of West Suffolk Council.
The technology, supplied by Lynxight, is being used at Mildenhall Hub’s main six-lane, 25m pool and is designed to provide an extra layer of protection for swimmers. The system uses standard overhead cameras and AI to monitor and analyse swimmer behaviour, identifying potential risks or overcrowding that might lead to serious incidents.
When on shift, each member of the 20-strong lifeguard team wears a waterproof smartwatch, which provides real-time, colour-coded alerts when the system identifies an incident.
An orange alert indicates overcrowding, a yellow suggests the system has detected the behaviour of a pool user who might be in distress, and a red alert flags a potentially
serious incident. Visuals pinpoint the location of the incident so lifeguards can respond immediately. The system also provides anyone wearing a watch with a live head count of pool users and negates the need for a manual count and record.
“The lifeguard team was excited about the technology from the start,” said Abbeycroft’s Julie Hughes.
“Our lifeguards look forward to coming in and wearing the watches. It’s made them more alert; they want to spot an incident before the system does.”
The installation of the technology is part of a wider collaboration between RLSS UK and Lynxight in the UK and Ireland, which aims to support pool operators to adopt affordable technology that complements existing lifeguard provisions.
Abbeycroft, a not-for-profit social enterprise, manages and operates 12 facilities on behalf of West Suffolk Council and Babergh District Council.
William Penn centre set for £500,000 revamp
William Penn Leisure Centre in Rickmansworth, Hertfordshire, will undergo a £500,000 redevelopment ahead of the busy January period. Upgrade works will begin in December and will be focused on the centre’s gym and fitness offer.
Everyone Active, which manages the leisure centre on behalf of centre owner, Three Rivers District Council, is reconfiguring the gym layout and introducing a broad range of new equipment from Life Fitness and Hammer Strength. New equipment will include a range of new cardio equipment, such as recline and recumbent bikes, stair climbers, cross trainers, treadmills and rowers. There will also be a broader range of strength training options with free weights, cable machines, plateloaded resistance machines, a hip thrust station and more power racks. In addition to the gym floor enhancements, the renovation will see the refurbishment of the centre’s group cycling studio, complete with new Keiser bikes. The two group exercise studios will undergo upgrades too. A new relaxation zone will also be added, equipped with massage guns to aid in post-workout recovery.
Councillor Chris Lloyd from Three Rivers District Council, said: “The leisure centre has seen significant investment, not only to expand and enhance its fitness offering but also to help decarbonise the building.”
ABBEYCROFT
THREE RIVERS DISTRICT COUNCIL
People news
Eleiko names Tina Brandt as new Chief Financial Officer
Fitness equipment specialist, Eleiko Group, has appointed Tina Brandt as the company’s new Chief Financial Officer (CFO).
The appointment is part of the company’s strategy to strengthen its senior leadership team, as it embarks on a new phase of investment and growth.
Brandt joins Eleiko with more than 20 years of experience in senior finance roles across both publicly
Pendle Leisure Trust appoints Simon Gwynne as CEO
Pendle Leisure Trust has appointed Simon Gwynne as its new CEO, succeeding Alison Goode, who has served in the role for the past 8 years. Gwynne joins the trust from Halo Leisure, where his latest role was that of Partnership Manager. Gwynne has spent the past 29 years in the industry, holding a number of positions at all levels – from swimming teacher and general manager to senior management roles.
Gwynne said: “As CEO, I look forward to working with our partners Pendle Borough Council in helping our communities to be healthy and active across our sites in Pendle.
“The energy uplifts and cost of living crisis have created a wide series of challenges for us all and working
collaboratively within the region to support the corporate objectives for the council and with our local health partners in tackling health inequalities is a key focus for the role over the next few years.”
Alison Goode, who is retiring, added: “The last eight and a half years as CEO of Pendle Leisure Trust has been an absolute privilege. My decision to take early retirement is one that I have not taken lightly. I love Pendle Leisure Trust, my job and the people I work with but after 40 years in local government, the time has come to enjoy some “me” time.
“I have been honoured to work with some fabulous people and organisations including the staff at PLT and I would like to personally thank the staff for their unwavering support and commitment.”
listed and private companies. She most recently served as CFO at Gerdmans Inredningar AB and has previously held key finance positions at AJ Produkter and Hafa Bathroom Group.
“Tina’s extensive experience in finance and business operations will be invaluable as Eleiko continues to grow and evolve,” said Erik Blomberg, CEO of Eleiko. “Her proven track record in professionalizing businesses will greatly benefit Eleiko Group.”
Adrian Worsley named operations director of Zoom
Adrian Worsley has been appointed UK Operations Director at fitness rewards and digital media provider Zoom.
Worsley has a strong background in both operational management and digital media solutions. In his new role, he will be tasked with driving Zoom’s mission of providing advertising platforms and digital solutions for clients across the UK.
During 2025, Zoom plans to focus on further expansion across the European market.
Tina Brandt
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news & trends
Active IQ launches reformed qualifications
Awarding organisation, Active IQ, has launched its latest reformed qualifications for the physical activity sector, designed to provide learners with targeted skills and knowledge that meet both current industry standards and anticipated future needs.
Available to learners from August 2025, the 11 updated qualifications cover a range of areas, such as working with ageing clients and in antenatal/postnatal fitness settings. They have been structured to enable learners to identify and manage risks specific to these clients, alongside a number of other areas of focus.
The qualifications come off the back of Active IQ’s Skills Gap Report, which found that a third (32%) of fitness professionals feel they don’t have access to the resources and tools necessary to customise training programmes for different areas of diversity, and look to begin plugging this gap.
In an effort to streamline qualifications, Active IQ has also simplified the choices available to both employers and learners to establish a clear and recognised pathway to employment, addressing consumer confusion in the marketplace where the number of qualifications available can complicate decision-making unnecessarily.
TAS has been designed for all operators
ukactive launches The Active Standard for facility operators
Industry body, ukactive, has officially launched The Active Standard (TAS), a new certification aimed at unifying and raising standards within the physical activity sector.
TAS has been designed for all operators – private, public and independent – and is a baseline certification aligned with the industry’s existing standard schemes, FITcert and Quest.
To achieve The Active Standard, operators are assessed by a thirdparty assessment body against strict criteria, covering requirements for health and safety compliance, professional standards, safeguarding measures and data protection.
Certification lasts three years before re-assessment is required to ensure standards are maintained.
TAS will complement both Quest and FITcert, providing a new entry route and pathway through the standards world for many operators, while reinforcing the commitment of
those further along in their journey.
Plans for The Active Standard were first announced at the Active Uprising Conference in 2020, where Baroness Tanni Grey-Thompson set out a commitment from ukactive to drive improvement and professionalism across the sector.
Since then, the standard has been tested with a representative sample of operators during a multi-year pilot, assessed by Right Directions, to ensure the certification works for organisations of all types and sizes.
The pilot included a cohort of sites developing musculoskeletal health programmes (MSK hubs) to demonstrate that high standards can support the integration of our sector into health care pathways with the NHS.
Development of The Active Standard syllabus has been supported by ukactive’s Standards and Legislation Committee, which has helped scrutinise the criteria.
The courses will launch in August 2025
news & trends
Wanstead Leisure Centre set for 2025 opening
Construction work on Wanstead Leisure Centre is on schedule and the venue is set to open in 2025.
The new £16m facility, owned by Redbridge Council and designed by Stanley Bragg Architects, has been described as “more than just a typical leisure centre” as it will extend both Wanstead High School and Wanstead Leisure Centre.
As part of the council’s wider plan for regeneration and growth to the area, the £16m development will span over three blocks, with a 4,200sq m building housing four new classrooms, a dining hall and a commercial kitchen.
The existing leisure centre building will be extended to house a 25m swimming pool, dance studios, a new reception area and accessible changing rooms for users. The project will feature several energy-efficient features to help ensure the new building has a low carbon footprint, including high-quality windows and improved air sealing to reduce energy loss; natural and mechanical
ventilation systems; high-efficiency boilers and smart lighting controls. There will also be solar panels on the roof of the teaching block, generating enough electricity to cover 20% of the teaching block’s energy needs.
Kam Rai, Leader of Redbridge Council, said: “Few local authorities
are currently investing in leisure facilities, building swimming pools, and creating new classrooms for pupils. We are therefore very proud to be able to provide this vital infrastructure to local people in our borough.
“Like all local residents, I want the leisure centre up and running quickly.”
MyActive Leek’s £17m redevelopment project gets underway
An £17m redevelopment of MyActive Leek – formerly Brough Park Leisure Centre – in Staffordshire is now underway. The latest in a series of schemes being delivered by development specialist, Alliance Leisure, for Staffordshire Moorlands District Council (SMDC), the £17m project forms part of the wider Levelling Up funded regeneration of Leek town centre. The redevelopment is supported by £10 million of Levelling Up Funding, with additional funding of £3 million from the Council, £1.8 million from Sport England and £1.1 million from the Public Sector Decarbonisation Scheme.
The current four-lane swimming pool will be replaced with a new 25m, six-lane pool as well as a larger teaching pool. The gym will be expanded from 35 stations to 60.
The £16m construction building will span over three blocks
The centre will feature a new 25m, six-lane pool
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policy
Shaping a new-look NHS through sport and physical activity
Tara Dillon CEO CIMSPA
The government is asking everyone – from members of the public to organisations –for their views and insights to help shape its 10 Year Health Plan to create a modern NHS that meets the needs of our evolving population. The challenges are significant, but so are the opportunities, especially for the sport and physical activity sector.
The government’s consultation recognises the critical role of prevention and communitybased interventions, which is where the sport and physical activity sector can, and is, playing a key role in the health of the nation.
Physical activity is fundamental to preventive healthcare, significantly reducing the risk of chronic illnesses such as heart disease, diabetes and certain cancers. Encouraging regular exercise and active lifestyles can alleviate the strain on healthcare services, freeing up bed space and resources, and saving the NHS potentially billions of pounds in expensive treatments, medications, surgeries and long-term care associated with these conditions. Making prevention a priority in the new-look NHS is essential to ensuring its sustainability.
But the role of sport and physical activity extends far beyond prevention. The facilities and programmes we offer and the professionals who work in our venues and out in our communities play a key role in rehabilitation and recovery. They help
“Our NHS is broken, but not beaten. Together we can fix it.” These words open the government’s largest-ever public conversation about the future of our national health service
patients regain strength and function after illness, surgery or illness, which can significantly speed up recovery times and save healthcare costs. They also support those living with long term health conditions, providing the services and guidance to help individuals manage their conditions to improve their quality of life.
The mental health crisis is one of the most pressing issues facing the NHS. The issue is particularly acute among children and young people. A report published by the NHS in 2023 found that 20.3% of eight to 16-year-olds and 23.3% of 17 to 19-year-old had a probable mental disorder. NHS mental health services are struggling to meet this growing demand. Physical activity is proven to alleviate symptoms of depression and anxiety. Being active provides opportunities for connection that helps to combat loneliness and nurtures a sense of belongingall of which are essential for mental health.
I firmly believe our sector has the power to reduce the burden on the NHS, and highly trained sport and physical activity professionals with skills tailored to meet local needs are vital to this. Our professionals are engaging directly with communities to prevent illness, manage chronic conditions, support mental health and ultimately enable people to live healthier, more independent lives. Our sector and its workforce must be at the heart of plans to increase active wellbeing and revive our healthcare services.
Physical activity can help the NHS tackle the mental health crisis among young people
Without our partners, much of what we do on behalf of the UK’s fitness and leisure sector would not be possible – the time and resources we dedicate, away from any commercial agenda, to share data and knowledge to inspire industry growth.
In return for their valued support, we place our partners centre stage.
■ At our events – via speaker slots, marketing and hosted roundtables
■ In our communications – from newsletters and website to our flagship reports
■ In our data analysis – with sponsored audit questions and bespoke reports
■ In our relationship-building – brokering new connections and opening new doors
■ In our mission – as we bring partners together to shape the sector’s future
Find out more about our Partnership Programme. Contact dan@leisuredb.com
news & trends
Oldham leisure centre set for £250,000 upgrade
Saddleworth Pool & Leisure Centre in Oldham is set to receive a £250,000 upgrade to its gym and studio areas this month. The works will include a complete refurbishment of the exercise class studio and gym, featuring new cardio and strength-training equipment and an update to the flooring, décor and lighting, with the view to creating a modern and relaxing environment.
All refurbishment works are scheduled to be completed in December, in time for the uplift in the number of gym users in January.
Djanogly centre to open redeveloped gym
Djanogly Community Leisure Centre in Nottingham has opened a brand new gym. The revamped fitness suite will feature premium equipment from Life Fitness, Hammer Strength and ICG.
Designed for people of all fitness levels, the centre will feature Life Fitness’ Symbio Cardio equipment, immersive digital fitness experiences, a functional fitness zone and environmentally friendly Green Zones with self-powered equipment.
The centre is operated by Active Nottingham.
Future Fit Group signs Armed Forces Covenant
Future Fit Group, a leading provider of health and fitness education, has signed the Armed Forces Covenant, pledging its commitment to support military personnel, veterans and their families. This initiative reflects the company’s dedication to offering fair employment and training opportunities to the armed forces community across all its subsidiaries, including Future Fit Training, Future Fit for Business, Biomechanics Education and iCareiMove.
The Covenant, created in 2000 by the Ministry of Defence, aims to ensure that those who serve or have served, and their families, are treated fairly. As signed by Future Fit Group Operations Director, Tom Godwin, the Covenant demonstrates the company’s ambition and commitment to be a fair and equitable employer and training provider to all. Future Fit’s pledge also includes providing special considerations such as flexible learning arrangements to accommodate service members’
deployments and relocations, as well as offering discounted course access through the Defence Discount Service.
Tom Godwin, Group Operations Director at Future Fit Group, said: “We are proud to sign the Armed Forces Covenant and show our support for the important contributions made by those currently serving, veterans, reservists, and their families. By fostering an inclusive and supportive environment, we hope to further integrate the armed forces community into our workforce and culture.”
Through signing the Covenant, Future Fit Group commits to working with the Career Transition Partnership (CTP). The Ministry of Defence has partnered with Right Management, providing resettlement services for over 25 years and supporting Armed Forces leavers in transitioning to civilian life.
The company will also appoint an Armed Forces Champion to ensure continued support for military employees.
The works will be ready by January
Future Fit Group has pledged its support to military personnel
Everyone Active partners with The Well HQ
Leisure facility operator, Everyone Active, has partnered with The Well HQ to launch a bespoke ‘Everyone Active Women and Exercise’ course.
The training course aims to upskill the operator’s workforce in understanding female customers’ health conditions and to further reduce the barriers for women taking part in physical activity.
The course, launched on 12 November, addresses key life stages, including pre- and post-natal and the menopause. Each session will educate participants on the best methods to support women and provide an understanding of the emotional, physical and practical challenges of female life stages and how it can impact women’s relationships with sport and exercise. Developed in partnership with The Well HQ, a CIMSPA education partner, the ‘Women & Exercise’ course combines two of The Well HQ’s courses to make one comprehensive course, accredited with 20 CIMSPA continuing professional development
The ‘Women & Exercise’ course combines two of The Well HQ’s courses
(CPD) points. The eLearning course is available to colleagues across Everyone Active’s portfolio of more than 240 leisure and cultural facilities in the UK. There are five webinar sessions – on Menstrual Cycle, Menopause 101, Pre/Post Natal, Breasts and Sports Bras, and Pelvic Health.
Steph Heath, Training Manager at Everyone Active, said: “We are committed to providing a welcoming environment for everyone and we understand the importance of enhancing opportunities for women. This course will enable our colleagues to provide industry-leading support.”
Gerflor launches new eco-designed sports flooring
SAPCA member, Gerflor, has launched its new Taraflex flooring solution, an ecodesigned product that has been created to reduce carbon emissions without compromising on its technical performance.
The manufacturing process of Taraflex incorporates soya waste discarded by the animal feed industry, significantly reducing the environmental impact of its production.
Commenting on the sustainability features of Taraflex, David Carter, Gerflor’s National Sales Manager for Sports Flooring, said: “Thanks to its high natural and recycled content and comprehensive eco-design, Taraflex achieves a 43% smaller carbon footprint than the previous version.
“81% of the new Taraflex sports flooring is made from salt, recycled content, bio content, and chalk.”
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Gerflor’s Taraflex is suitable for a wide range of sports
news & trends
Steve Wright: boutique sector set for fresh, rapid growth
The boutique health club and fitness studio sector is primed for a fresh “explosion”, as Gen Z and Millennials seek more intimate fitness experiences –such as specific recovery components that focus on their health and longevity. So claims Steve Wright, Vice President of Power Plate UK & EMEA.
Speaking to WellNation, Wright said: “In recent years, the boutique fitness sector has witnessed a transformative trend: the integration of immersive vibration experiences. This innovative approach leverages advanced vibration technology to enhance the effectiveness and enjoyment of workouts, drawing fitness enthusiasts seeking a more engaging and rewarding exercise regimen.
“Capitalising on this technology to differentiate themselves in a competitive market, studios such as Accomplish Fitness, Vibe Tribe and Leap Fit in the UK have incorporated vibration into their class
offerings, creating a unique blend of traditional fitness routines with high-tech enhancements. Further amplified by integrating immersive elements such as music, lighting, and other complementary therapies, studio owners are finding that these unique experiences can justify higher class prices, thereby increasing revenue potential.
“For boutique fitness and studio owners, embracing vibration technology not only sets them apart but also aligns with the growing consumer demand for bio-hacking; fast, innovative, and highly effective fitness solutions.”
Leap Fit, the world’s first Power Plate REV studio is utilising Power Plate within a ‘vibration-enhanced group cycling class’.
Studio co-founder JJ Jegede says “Our members don’t just get a cardio workout but a strength one too. It’s one of our most effective classes.”
The boutique studio sector has begun integrating immersive vibration experiences
The Active Standard will unify and raise standards in the UK
Huw Edwards CEO ukactive
In late 2020, ukactive’s then Chair, Baroness Tanni Grey-Thompson, set out a vision for standards in the sector going forward. At that time, the sector – like all the nation – was a hostage to the COVID-19 pandemic, with facilities in and out of operation and a deeper lockdown incoming in early 2021. It was our ability to prove our safety in 2021 that saw physical activity facilities opening earlier than other sectors and services, saving our collective industry hundreds of millions in the process.
Tanni projected that standards would play an even bigger role in our sector going forward with “trust being everything… for our customers, our lawmakers, and our future partners” and that we now face issues that are more than just health and safety – that equally, societal issues will ultimately define reputations.
TAS is a baseline certification aligned with the industry’s existing standard schemes, FITcert and Quest
In that vision for standards, Tanni set out the path that leads to a major milestone today: the launch of The Active Standard.
The standard, known also as ‘TAS’, has been designed for all operator members – whether from the private, public or independent parts of the sector – and comes free of charge as part of a ukactive membership.
‘TAS’ is a baseline certification aligned with the industry’s existing standard schemes, FITcert and Quest, and provides an opportunity for operators to demonstrate their quality and compliance with UK law, therefore building consumer trust and improving reputation and resilience.
To achieve The Active Standard, operator members are assessed by a third-party assessment body against a strict criteria covering requirements for health and safety compliance, professional standards, safeguarding measures and data protection. Certification lasts three years before re-assessment is required to ensure standards are maintained.
We want TAS to provide current and future ukactive operators with the confidence that they are meeting key legal requirements and wider standards. We want it to reassure them that they’re successfully operating within the ever-changing and complex regulatory world while anticipating the changes in societal and customer need that supports their inclusive services.
TAS marks a significant milestone for the entire sector as we unite to raise standards at fitness and leisure facilities right across the UK.
news & trends
Urban Gym Group acquires Gymbox
The Netherlands-based Urban Gym Group (UGG) has acquired Sparring Partners Holdings, owner of UK-based boutique fitness operator Gymbox.
As part of the deal, Gymbox’s senior leadership team – Marc Diaper (CEO), Scott Vernon (chief financial officer), and David Cooper (co-founder) – will exit the business. Marc Diaper, CEO of Gymbox commented: “This acquisition is testament to the incredible work our team has put into growing the brand and consistently delivering the most unique fitness and lifestyle experiences to Londoner’s for more than 20 years.
“I’d like to thank each and every team member both past and present for their contributions to the successes over the years. With over 50 years of service at Gymbox between us, the timing feels right for the exec team to exit and we wish the team at UGG all the best for the future.”
Gymbox’s transition and integration into the UGG portfolio will be led by CEO, Neil Randall, and chief financial officer, Pascal Averdijk. UGG operates
Gymbox operates nine London studios
more than 40 clubs and studios in major cities across the Netherlands. The integration will include the development of a brand-new flagship club in Finsbury Park, London, along with further investments into the current estate. Randall said: “We’re incredibly excited to welcome Gymbox
into the Urban Gym Group portfolio. Gymbox is an iconic brand with a unique personality, and there are great synergies between our brands.
UGG operates studios and gyms under a number of brands, including TrainMore, Clubsportive, BTY CLB and Renessence.
Fitness On Demand enters wearable market with gBeat deal
Digital fitness specialist, Fitness On Demand, has signed a partnership with gBeat, a unified, fitness-focused platform for Apple Watch, Android and Wear OS smartwatches, to bolster its holistic wellness platform. The partnership will see Fitness On Demand’s Flex App and Group Studio integrate with gBeat’s geolocation and heart rate technology, allowing members to better leverage their smartwatches and trackers.
The smartwatch app will utilise geofencing technology to automatically launch when a member is close to their gym, studio or health club, creating a seamless start to their workout.
Fitness On Demand CEO, Andy Peat, said: “This partnership is a huge milestone for us as we continue to provide operators with every tool necessary to create engaging, holistic experiences.”
Fitness On Demand will integrate with gBeat’s geolocation
Leisure DB launches new Monthly Market Tracker for fitness sector
Leisure DB has launched a new monthly service for the UK’s fitness and wellness sector. The new Monthly Market Tracker service will see Leisure DB’s research team rounding up and providing a range of key data and insight regarding the UK’s fitness market. These include:
l Openings & re-openings
l Closures
l Updates on temporary closures
l Planning updates
l Plans abandoned
l Rebrands & redevelopments
l Planned expansions
l Planned refurbishments
l Proposed management changes
The Monthly Market Tracker will be made available on a subscription service, priced at £400 + VAT per month.
Dan Harrison, sales and partnership manager at Leisure DB, said: “This new report is designed to keep subscribers’ fingers on the pulse and
GLL will run the centres from 2025
GLL picks up contract to run venues in Gateshead
Gateshead Council has appointed leisure services provider GLL to run its Blaydon, Dunston and Heworth leisure centres, as well as the Gateshead International Stadium. GLL will also manage tennis courts in Derwent, Chopwell and Marley Hill parks, which are due to reopen in early 2025 following refurbishment funded by the LTA.
The 10-year contract, with an option to extend for a further five years, will take effect from 1 April 2025 after council members approved the partnership during a cabinet meeting in November.
their businesses one step ahead.
“As a supplier, are there new opportunities emerging or doors sadly closing? As an operator, do you need to prepare for newly emerging local competition? As an investor, are there any market shifts that might impact your decisions? As a consultant, do you need to amend or update your advice to your clients?
“Leisure DB’s Monthly Market Tracker is the perfect way to quickly identify and respond to new challenges and opportunities in the market and on your doorstep.” For more information, visit the Leisure DB website: leisuredb.com/market-tracker.
Earlier this year, Leisure DB launched two new entry-level reports for gym operators. The Membership Hotspot Report and the Profile Report show operators where their members are travelling from, where they live and also who they are. The new launches are part of Leisure DB’s strategy to make its services more accessible.
As part of the contract, GLL has committed to updating the venues and investing in gym equipment, the swimming pools and technology.
Councillor Martin Gannon, Leader of Gateshead Council, said: “Working with GLL to deliver leisure services across the borough will result in significant savings for the council, making muchneeded funds available for our essential services. We know how much these facilities mean to our communities and I’m confident that this partnership will enhance our leisure offer and give the sites a positive and sustainable future. “
GLL operates more than 240 sports and leisure centres.
Peter Bundey, GLL CEO, said: “We will introduce new health initiatives, recognising the vital role that physical activity can have on physical and mental health.”
PHOTO: LEISURE DB
GATESHEAD
COUNCIL
The tracker will be made available on a subscription service
news & trends
ukactive and CIMSPA will promote the view that exercise and GLP-1s are complimentary to each other
ukactive and CIMSPA work together on sector’s approach to GLP-1
Industry bodies ukactive and CIMSPA have revealed plans to work together in developing a unified sector approach to weight loss drug, GLP-1.
The announcement comes two weeks after the UK Health Secretary, Wes Streeting, announced the rollout of GLP-1 to help get people back into work as a measure to address the severest forms of obesity across the UK. The eligible population amounts to millions, and though not everyone will be offered the drug, it is expected to be taken up by a large proportion of the population.
ukactive and CIMSPA have now revealed three key areas in which they will work to support the sector as this new approach to weightloss takes its place in the market.
The three areas are:
l Working with the Government, NHS, and other agencies on the development of a full prevention strategy with physical activity at its core
l The development of support for facilities
l The development of workforce training and guidance.
In a joint statement, ukactive and CIMSPA said: “The government knows that GLP-1 isn’t a panacea. Exercise and weight loss drugs are not mutually exclusive and should be viewed as complimentary to one another. Therefore, ukactive and CIMSPA will continue to consult with external agencies to ensure the physical activity sector is included as part of GLP-1 users’ sustained health improvement journey.
“We will also develop support materials to give operators confidence to welcome members taking GLP-1 into their facilities, and to understand any potential extra measures they may need to take into consideration.
“This guidance will be complimentary to medical advice given by health professionals and will be developed in consultation with representatives from the healthcare and charity sectors. We will also support the development of workforce training.”
£1m Warminster centre improvements get underway
Work started on improving the fitness facilities at Warminster Sports Centre on 4 November. A number of significant changes will take place at the ageing centre, which first opened to the public in 1973. Improvements will include a relocated, enlarged and improved fitness suite; a refurbished exercise studio and a new consultation room. The current fitness suite will be converted to flexible community space and the existing squash courts will be removed. The current gym will remain in use while the new gym is being constructed and there will be no change to swimming pool access or changing. There will be some disruption to group exercise classes during the project, with fewer classes available and classes being relocated to the main sports hall.
Wiltshire Council has appointed Beard Construction to carry out the works, which are due to be completed in spring 2025. The works will be funded by Wiltshire Council, which had a budget of £10 million as part of the rolling programme for investment in leisure centres by the end of 2024. £1m of that has been allocated to Warminster.
Councillor Ian Blair-Pilling said: “The works will make the fitness facilities more modern and accessible and will encourage more people of all ages to access them.”
The centre’s gym will be expanded
CoverMe has been designed to help both operators and individuals
Virgin Active brings in CoverMe to help with fitness team management
Virgin Active has signed a deal with staff management app CoverMe Fitness to cover its 34 locations in the UK.
CoverMe will be rolled out across the Virgin Active UK estate and is being implemented in various areas of team management. This includes improving communication between clubs and staff, managing in-house training, upskilling master trainers and identifying recruitment opportunities.
The app is also being used to manage Virgin Active’s swimming instructors, helping to reduce the likelihood of pool session cancellations.
Beverlee Brinkworth, COO of CoverMe, says: “The app ensures the team is updated on training opportunities, empowering them to learn new skills and teach additional class types.
“It streamlines communication, tracks instructor qualifications and simplifies coverage planning to keep instructors relevant.
Work is now underway
Work begins on £3.18m Burscough regeneration
Construction work is underway to transform Burscough Sports Centre in West Lancashire into a modern leisure, fitness and wellbeing hub.
The £3.18m redevelopment is funded by West Lancashire Borough Council, which owns the centre.
Improvements will include an extended gym floor with 70 workout stations and a newly integrated functional training space. This will be complemented by a new indoor cycling studio and a wellbeing space.
“The system also helps identify recruitment needs, allowing Virgin Active to proactively manage staffing to meet demand and maintain its high standards of member experience.”
Founded by Rosanna Tucker and Beverlee Brinkworth, CoverMe was initially piloted as a group exercise cover solution to minimise class cancellations, boost staff engagement and enhance the member experience. It enables operators to manage their teams and scout for fresh talent by posting audition requests to local and relevant professionals.
For fitness professionals, it offers ongoing career management tools, by providing low cost liability and health insurance, business advice and access to thousands of articles and online courses.
The online learning experiences are designed to provide continuing education credits toward recertification and advanced specialty certificates to advance professionally.
The centre’s sports hall and squash court floors will also be refurbished along with extensive improvements to changing rooms and toilets.
Behind the scenes, plant, mechanical, electrical and heating/cooling infrastructure will be upgraded to enhance efficiencies and reduce the facility’s environmental impact.
The work is being delivered by Alliance Leisure, in partnership with Universal Construction, BGH Architects and Hadron Consulting.
Burscough Sports Centre is scheduled for reopening in early 2025.
Councillor Coughlan, from West Lancashire Borough Council, said: “The changes will not only provide a quality modern offer to the residents of the borough, but they will also help the council to make progress towards its net zero aspirations.”
news & trends
Horizon launches customer-first marketing strategy
Facility operator, Horizon Leisure, has revealed a new marketing strategy which spotlights customers as the “true faces of the brand”.
Alexandra Pinhorn, Horizon’s Marketing Manager, said: “In an era where many images are created – or enhanced – with AI, showcasing authenticity is vital to our brand.
“By prioritising honest relationships, we adopt realistic expectations about body diversity and celebrate what our customers actually look like, making fitness approachable, not intimidating. By April 2025 Horizon Leisure’s promotional materials will exclusively feature members.”
The initiative looks for customers to represent Horizon Leisure in photoshoots, social media content, digital advertisements and more. Beyond being a visual representation, participants also share their stories, highlighting what Horizon
means to them and how facilities managed by Horizon supports their wellbeing journey.
“Professional modelling experience is not required,” Pinhorn adds. “In fact it’s preferred participants aren’t models. The focus is on personality, rather than perfection. Participants commit to at least four photoshoots per year, each earning them a month’s free membership.”
“We’ve loved collaborating with our customers; the content has truly blown us away and the feedback has been incredible. Our campaigns now celebrate diversity, featuring people from a range of backgrounds, ages and interests.
“By showcasing real faces and real stories, we’re fostering a sense of belonging among existing members while appealing to potential ones.
“This approach goes beyond aesthetics; it builds trust, relatability and loyalty.”
Horizon Leisure asked its customers to become one of the “faces” of the company
POWERING TOMORROW’S GYMS
Much of the talk about how tech is changing the fitness industry is focused on apps, trackers and other consumer-facing products. But the role of IT is important too and is overlooked, suggests Allan Casten, previously cofounder of easyGym and now CEO of managed services provider Nomical
The fitness industry is undergoing a technological transformation, with IoT (Internet of Things) at the forefront, redefining gym environments and elevating member experiences. Through IoT-enabled sensors and biometric devices, members now access realtime insights into their performance and health metrics, allowing workouts that dynamically adapt to meet individual needs. Advanced equipment such as adaptive cardio units, intelligent yoga mats, and form-tracking weightlifting machines deliver tailored, data-driven experiences, setting a new standard for connected fitness.
Casten is the CoFounder and former CFO of easyGym
But the impact of IoT extends beyond member engagement; it’s revolutionising operational efficiency. Smart sensors track equipment usage, detect potential malfunctions, and notify gym staff for proactive maintenance, extending equipment lifespan and enabling rotation plans. Environmental controls, driven by IoT, can fine-tune lighting, temperature, and music, creating an optimal workout atmosphere while maximising energy efficiency. These innovations turn gyms into sophisticated, experience-focused wellness environments, a leap forward from traditional workout spaces.
Building the IT backbone of a connected gym
Creating a fully IoT-enabled gym demands more than just equipment - it requires a resilient IT infrastructure that supports continuous connectivity, high data throughput, and minimal downtime. Allan Casten, CEO of Nomical and previously co-founder of easyGym, explains, “Technology and high-speed connectivity are now as fundamental to the gym experience as weights and cardio machines. Over the last 15 years, we’ve seen IT infrastructure in gyms evolve from a support role into a critical component of operations and member engagement.”
As connectivity in fitness spaces becomes a staple, member expectations have soared. Allan elaborates, “With members connecting multiple devices, they expect fast, reliable Wi-Fi that handles everything from streaming Netflix to syncing with wearables and tracking their fitness data. It’s no longer a luxury; it’s a necessity. Gyms that don’t meet these expectations risk falling behind, as connectivity has become an integral part of the fitness experience.”
Members expect fast, reliable Wi-Fi that handles everything from streaming Netflix to syncing with wearables. It’s no longer a luxury; it’s a necessity
Meeting these digital demands requires gym operators to maintain two separate SoGEA or FTTP connections - one for operational needs and one dedicated to member use, each with at least 60 Mbps bandwidth. Many gyms also maintain a third backup connection, often with a cellular option or even satellite solutions like Starlink for remote areas, ensuring service continuity no matter the location. This robust network architecture supports everything from CCTV and access control to member Wi-Fi, creating a dependable framework for a modern gym’s critical operations.
Navigating
security challenges in an IoT-enabled gym
The adoption of IoT devices enhances member experience but introduces security challenges that must not be overlooked. Each connected device serves as a potential entry point for cyber threats. Allan underscores this issue: “The sheer scale of connected devices in gyms today requires security architectures that keep pace with evolving threats. Gyms need proactive, multi-layered security frameworks that go far beyond traditional firewalls, creating an environment where every device and network layer contributes to protecting member data and ensuring operational stability.”
Modern gym security protocols include end-to-end encryption, regular software updates, and routine
vulnerability assessments. AI-driven systems add another layer, continuously monitoring network traffic for anomalies. Network segmentation is also key, isolating IoT devices from core systems to contain any threats. Device Authentication and a Zero Trust Architecture - where no device is trusted by default, further strengthen these defences, helping gyms safeguard data and provide members with a secure, seamless experience.
Partnering for innovation and future readiness
As technology and member expectations continue to evolve, many gym operators are partnering with IT specialists who understand the unique demands of the fitness industry. With over 15 years of experience supporting major UK gym chains like The Gym Group and PureGym, Nomical is well-positioned to help gyms navigate this dynamic, tech-driven landscape.
Looking ahead, the next frontier for IT in fitness lies in constant innovation. Allan concludes: “Today’s IT solutions are the foundation for tomorrow’s smart gyms. These technologies promise to transform not just how we exercise, but how we think about fitness and wellness as a whole. A robust IT foundation is more than just an asset - it’s an advantage.
“By partnering with companies like Nomical, gyms can build resilience for today and lay the groundwork for the innovations of tomorrow, ensuring their spaces evolve with members’ ever-growing expectations.”
GLP-1s no time to weight
GLP-1s are discussed in the media on a near-daily basis. As usage is growing exponentially – 1 million adults are now on the medication – Cheryl Hersey, The Fitness NED, explores what the implications are for the tness sector
Health Secretary, Wes Streeting, recently said weight loss drugs “can be game-changers in tackling obesity and getting people back to work”. He also stated that this new generation of medication could have a “monumental” impact on obesity and the economy.
For the fitness sector, there are two ways of looking at the impact of GLP-1s. For an industry built around weight loss, will it be even harder to attract to people to a gym, if they can take a drug to achieve their weight loss goals? Or, is this a huge opportunity to support a market segment that would never have set foot in a gym otherwise?
Regardless of which side you take, we would all be wise to familiarise ourselves with the GLP-1 narratives because the real risk lies in ignoring the changing market and being left behind.
A weighty opportunity
NICE recommends that adults with obesity, who are taking a GLP-1 do so alongside physical activity, but who are the people taking this medication and exactly how do we encourage them into the gym?
“Patients on a GLP-1 journey may not have previously found exercise accessible - perhaps due to mobility issues caused by, or made worse by, carrying excess weight - but as the weight comes off, they may find they are able to begin,” highlights Caroline Pilot, Head of Clinical Products and qualified GP at HealthHero, which delivers a supported weight management service to tens of thousands of patients in partnership with Pharmacy2U.
“We have a pool of clinicians who work exclusively with this group of patients. We consult with them via text and they can contact us 24/7,” explains Pilot. Could
Patients on a GLP-1 journey may not have previously found exercise accessible - perhaps due to mobility issues caused by, or made worse by, carrying excess weight - but as the weight comes off, they may find they are able to begin
“Exercise and weight loss however are two very different things. Some of the benefits of these medications are amazing but we always recommend they are taken alongside lifestyle changes including exercise, which also comes with its own set of amazing benefits.”
Experts say that without exercise, there is a risk of losing weight without improving body composition. It is widely accepted that GLP1-s cause significant muscle loss so exercise, particularly resistance training, is an important part of the journey. A key question for operators is exactly how they attract customers already on a GLP-1 Journey into the gym.
“We would love to see specific memberships or sessions for our customers, rolled out by the fitness sector,” says Pilot. “Our customers would benefit from a specific fitness journey, where their unique needs are understood, and they feel comfortable and empowered to train throughout their weight loss journey.”
Opening the conversation
In the US, where these drugs are more widely prescribed, health club operator, Equinox, has done just that. It has launched what it is calling, a “GLP-1 protocol;” a supported training programme for members taking these drugs, to give them the best chance of long term success. WeightWatchers also has a US membership plan with access to doctors who can prescribe GLP-1 drugs, demonstrating consumer appetite for a holistic programme – which includes medication – to help them reach their goals.
In the UK, consumer sentiment towards the drugs remains mixed, with concerns including safety and long-term success. With celebrities and public figures citing their own GLP-1 journeys – including Oprah Winfrey, Rebel Wilson and Boris Johnson to name
a few – social acceptance is growing. For many, however, the medication still comes with a stigma.
“Gyms need to open up the conversation about GLP-1 medication and let their members know they are here to support them and that they have an appropriate membership or training program available,” says Sally Ann Turner, Managing Director of The Bodyline Clinic, a CQC registered weight management clinic, which sees 500 patients a week.
Turner believes that GLP-1s present a massive opportunity for the fitness sector, which is perfectly placed to offer exercise support. “The benefits of this medication are so vast, I anticipate, in time, a large percentage of the population with higher than normal BMI will be taking them for wider weight health reasons. Fitness operators can’t afford to ignore this; our industries must find a way of working together.”
Upskilling of the workforce to support members on a GLP-1 journey is actively being looked at by key industry players including ukactive, CIMSPA, ActiveIQ and Bodyline is currently developing a course for fitness professionals wanting to learn how to train clients taking GLP-1s.
“We already offer a supported clinical weight loss journey but the missing piece is exercise,” explains Turner. “With 18 years experience we feel we are perfectly placed to create a course which educates fitness professionals about the medication, and what a training plan should look like; for instance, exercise will vary from the weight loss phase to the weight maintenance phase as well as the need to tailor exercise to a person’s ability and need.”
With an upskilled workforce and a specific pathway, operators could benefit from a significant new membership base. For years the industry has struggled to go beyond 15% penetration, but with 5 million GLP-1 users and growing, the market is ripe for forward thinking operators to really take advantage of the changes and support more people towards their goals.
Gyms need to open up the conversation about GLP-1 medication and let their members know they are here to support them
Some companies in the US are even going a step further and offering access to GLP-1 prescriptions. Xponential Fitness has acquired a chain of weight loss medical clinics as part of the membership and Echelon, a connected-bike company, has launched a subscription which includes a GLP-1 prescription for the ultimate at-home weight loss journey. Could this be a glimpse into the future of the UK gym memberships and home equipment purchases?
What the industry says…
Duncan Jefford Regional Director, Everyone Active
Tackling chronic health conditions –including obesity – is already part of our core mission so we’re extremely interested in GLP-1s and the role they may be able to play in improving health outcomes for the communities that we serve. We’re following the developments very closely. The idea of being able to support customers who are already on a GLP-1 journey, with specific activity programmes, is something we’re interested in, but the safety of our members would be paramount so we’d need to feel 100% confident in the medical partner to move forward.
Andy Farr Strategic Director, Parkwood Leisure
It’s clear that GLP-1s are having an impact, but my question mark is around long term results and creating dependency on the drugs. What happens when the patient comes off the medication? As operators we are well placed to support these weight loss journeys with exercise and behaviour change, which will be a critical part of the patient journey and the exit route off medication, but
there would also need to be some upskilling of our workforce to fully understand the implications of the medication and deliver the best results.
Paul Ferris CEO, Speedflex Speedflex at its core has always been about offering a pathway into exercise and wellness for individuals who otherwise may feel excluded. As an industry we have a duty to help as many people as we can find their way back to good health or maintain and improve their existing health. GLP-1s are a potential game changer, indeed life changer, for many people who may feel they are ‘too far gone’ for the gym. They appear to be remarkable drugs. They will never however be able to replicate the physiological, and psychological benefits of regular exercise, particularly resistance exercise. They provide an opportunity for our industry to finally engage vast groups of people who have been previously out of our reach. GLP-1s will be the catalyst for weight loss for many, we in the fitness industry must be there providing the exercise and wellness solutions for the life changing journey ahead for millions who will no doubt embark upon it. ‘I think providing GLP-1s as part of a total wellness offering is a fascinating and forwardthinking development by Echelon. It is one we should all watch with interest.
Duncan Jefford
Andy Farr
Paul Ferris
Action Station
The long-awaited £13.5m Station Leisure & Learning Centre has opened in Mablethorpe. WellNation charts the facility’s journey to completion
Mablethorpe’s Station Leisure and Learning Centre officially opened in July, signalling a new health and well-being facility for the seaside town’s residents. The journey to fruition had many junctions and, at times, the community just had the hope of what could be.
Starting out
Mablethorpe’s Station Sports & Leisure, which first opened in 1982 – then called Park Centre, before being renamed in 1997 – was in need of a major redevelopment, or even replacement. In addition, the town was in need of a 25m swimming pool. Although initial plans for a new facility were bounced around, it wasn’t until 2019 that the project took on a new direction with the launch of the Towns Fund Prospectus. The Connected Coast Board was then established, in January 2020, to oversee the area’s funding. With Connected Coast’s support, plans to regenerate the coastal resort’s leisure started to take a new, more defined turn. When East Lindsey District Council (ELDC) – which owned the venue – successfully sought £48.4m government funding for transformational projects, of which £23.9m
was to support projects in Mablethorpe, hope was renewed. Mablethorpe’s longed-for swimming pool started to become a realistic prospect and plans for a new Station Leisure & Learning Centre were officially tabled as part of the Mablethorpe Town Investment plan in October 2020.
Moving ahead
By September 2022, plans for the new facility were approved by East Lindsey District Council’s planning committee, and with £7.5m investment from the Government’s Towns Fund match-funded for the centre, the new leisure train could finally leave its former station. The ground was broken on the construction project On March 9, 2023. The former station sports centre was demolished and the signal was raised to start a journey of coastal leisure regeneration. Mablethorpe’s first public swimming pool was on its way. The project was led bu ELDC as part of the South & East Lincolnshire Councils Partnership with Boston Borough Council and South Holland District Council.
Arriving at the station
Located on the high street with its own car park, the £13.5m Station Leisure & Learning Centre officially opened on 18 July 2024. The multi-functional
The new facility replaces the Station Sports & Leisure, which first opened in 1982 as Park Centre
The benefits the Station Leisure & Learning Centre will bring to local people will be far-reaching and long-lasting
venue was designed by lead architects, Pozzoni and the project was managed by Alliance Leisure, which delivered the development in partnership with a range of partners, including swimming pool engineers FT Leisure, mechanical and electrical specialists Hensall and ground works company Daniel Charles Constriction. The team was procured through the UK Leisure Framework owned and managed by Denbighshire Leisure Ltd, with ISG as the principal building contractor.
“This facility is a beacon of what can be achieved through collaboration,” says councillor Richard Fry, ELDC’s Political lead for Station Leisure and Learning Centre.
“The benefits the Station Leisure & Learning Centre will bring to local people will be far-reaching and long-lasting. For the first time, people in Mablethorpe of all ages can access a swimming pool and state-of-the-art fitness facilities without the need to travel, allowing more people to improve their mental well-being and fitness and learn to swim.”
Facilities
The ground was broken on the construction project on March 9, 2023
bringing learning to the area. The development offers a new outdoor playground for the community, while a 80kW solar PV array has been installed on the roof with a view to allowing the centre to feed excess electricity back into the grid.
“The launch of Station Leisure & Learning Centre marks a turning point for Mablethorpe,” says Sean Nolan, Business Development Manager, Alliance Leisure. “This impressive facility will transform this small town, enhancing residents’ health, well-being, and education while also acting as a catalyst for wider regeneration.”
Impressive impressions
The venue isn’t “just” a leisure centre, but a leisure and learning centre.
The Signal Box, a community learning space, provides a much sought-after space for community groups. The introduction of designated homework hubs, instead of vending machines, equally demonstrates the project team’s understanding of the importance of quiet space to fuel learning.
In addition to a four-lane, 25 metre pool and changing village, the 3,000sq m scheme includes a large gym including functional areas and EGYM, multi-purpose studio and group cycling studio as well as a MagnaTag indoor adventure area and soft play for younger children.
The centre is also served by a large café, social workspace and The Signal Box; a community space
Operated by Magna Vitae Trust for Leisure and Culture, Station Leisure and Learning Centre has been developed to be “a people and placechanger”. In just three months, it has achieved a recognised benchmark year of operation, compared to previous performance data of the former venue and the original business case for the new venue.
Behind the fasciae and footings of this impressive new facility, at its core is community
Sean Nolan
Facilities include a large gym with functional areas, a multi-purpose studio and group cycling studio
– you can feel its importance as you walk around the high-quality facility. Magna Vitae has also added nice touches which mean that memories of yesteryear and the site’s heritage shine bright.
Archive photos of a landmark venue and the former railway station – from which the site gets its name from – adorn the walls. As a further nod to its heritage, the large café has been named Whistlestop, while the group exercise spaces are called Engine Room 1 and Engine Room 2. There is a certain harmony of memories of a place where family and friends would meet, the hustle and bustle of a community coming together, meeting new moments, together paving the way for a new chapter of a community story.
Community project
It is obvious that Magna Vitae went to great lengths to ensure that the development of the facility was a community journey – and that residents were on board before the first spade even went into the ground. A steering group of members and nonmembers proved critical in creating a blueprint of best practices. The result is a place crafted from the foundations of the town’s former station, which used to be a “community connector”.
“We kept asking ourselves whether everything we did had community at the heart,” says Naomi Wilkinson-Baker, Director of Operations, Magna Vitae.
“The steering group was pivotal in framing this. They gave us the uplift and motivation, reminded us of our achievements, and explained why we do
It was a challenge to think about who our users are, our non-users are, what the town’s challenges are, and how we can overcome them
what we do. This was not a case of ‘build it and they will come’. It was a challenge to think about who our users are, our non-users are, what the town’s challenges are, and how we can overcome them.”
Serving a need
Mablethorpe is among England’s top 10% of deprived areas, with the East Coast experiencing notable health and economic disadvantages. In its programming, Magna Vitae has been mindful of this, adding value and, through consultation with partners, gauging a deep understanding of community perception and barriers to participation.
The introduction of EGYM, used by 45% of the membership base, helps residents track their overall health and fitness. Over 1500 residents are actively engaged in monthly group exercise sessions, with Aquacise in the new pool proving to be the most popular.
The steering group informed the timetable, a carefully crafted programme with age labels removed for designated swim times, an inclusive approach, and a focus on creating a relaxed environment where varied needs and behaviours can be supported.
Staffed by a core team of 30 – which is seven times larger than the former venue’s four-strong team –Magna Vitae’s emphasis on community has allowed the venue to welcome a fitness membership of more than 1300 in just three months. The figure has already hugely surpassed the former venue’s membership base of 300 and business performance by some margin.
.”I’m excited about what’s to come and how we smash those barriers and get people exercising who wouldn’t normally have done,” says Wilkinson-Baker. “Simply getting people into the venue – even if it’s just to look around – is huge because it might well spark something in them to come and have a swim or exercise.”
Naomi Wilkinson-Baker
The venue is marketed as “not just” a leisure centre, but a leisure and learning centre
The town of Mablethorpe has been in need of a 25m swimming pool for some time
