Sandwell Leisure Trust launched its rebrand to Kore Sandwell on Monday 17 November.

The name has been chosen to represent the facilities being the core of the community, as well as acknowledging the importance of a strong core.

This new modern identity is expected to have a broader appeal and also opens up the opportunity to bid for contracts outside the borough in the future and as well as offer sub brands, such as Kore Padel and Kore Tennis.

“This evolution reflects who we are today and who we are becoming,” says Kore Sandwell CEO, Mark Braithwaite. “Kore symbolises the belief that wellbeing starts at the centre, at the core of every person, every family and every community. It captures our commitment to placing people, connection and purpose right at the heart of everything we do.

“The needs of our communities are changing. People are looking for more than fitness facilities. They are looking for connection, confidence and support for their physical and mental wellbeing. Kore Sandwell is our response to that, a renewed promise to be a partner in every individual journey.”

Sandwell Leisure Trust worked consultancy Ice Blue on the rebrand.

Braithwaite is interviewed in issue 11 of HCM. Sign up here for your free digital subscription.