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Alliance Leisure

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About us
Alliance Leisure is the UK’s leading leisure development specialist, working with local authorities, leisure trusts and operators to create engaging, inclusive active environments. Over the past 25 years, the company has delivered more than 300 projects, from large new-build facilities and refurbishments to outdoor spaces, 3G pitches and theatres.

Product range and services
With a clear focus on community impact and social value, a partnership with Alliance Leisure delivers excellence at every stage of a project from scoping and design through to construction and ongoing sustainability and success. Alliance Leisure boasts a team of leisure experts who are committed to supporting you through the development of your project. From our regional Business Development Teams who will oversee every step of your project, to our Insight and Engagement Teams who provide value at all project stages, from opportunity analysis and consultation through to brand development and marketing activities.

Alliance Leisure is the exclusive development partner for the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd (DLL). As the UK’s only framework dedicated to leisure development, it provides public sector organisations with an end-to-end solution for procuring, designing and delivering sustainable leisure, culture and sport facilities.
Plans for the next 12 months
Our company goal as we emerge from the pandemic is to stand side-by-side with partners and not just help the sector recover but truly thrive. We are constantly innovating and are currently exploring new activities, alongside best in class health, leisure and wellbeing solutions. We are committed to continuing to measure the social value created across our developments and use the National Themes Outcomes and Measures (TOMs) Framework.
Key personnel
Sarah Watts, CEO
Paul Cluett, managing director
James Foley, commercial director
Tom Fairey, development director
Paul Woodford, strategic engagement director
John Leaver, marketing & frameworks director
Julia Goddard, senior business development manager
Jonny Curley, senior business development manager
Key customers
Local Authorities
Leisure Trusts
Universities and Colleges
Testimonial
"Over the coming years, Denbighshire Leisure will continue to work with Alliance Leisure, breaking down investment barriers to ensure communities across the UK have access to the facilities they need to live more active, health and prosperous lives."
– Jamie Groves, managing director at Denbighshire Leisure
updates & press releases
16 Jun 2026
Alliance Leisure completes £15m transformation at Doncaster Dome
Alliance Leisure are excited to announce the completion of works to the Lagoons at Doncaster Dome, on behalf of Doncaster Culture and Leisure Trust, funded by City of Doncaster Council.
 
The newly redeveloped Lagoons represent a significant milestone in the regeneration vision for the iconic leisure destination.
 
The project was procured through the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd (DLL), and was delivered in partnership with project managers Abacus, principal contractor Universal, architects Saunders Boston and specialist pool partner Myrtha Pools, plus CGP and Hensall delivering M&E services.
 
The redevelopment modernises one of the Dome’s most popular attractions, enhancing the visitor experience while securing the long-term future of the facility for the local community.
 
Two new racer slides and a new indoor splash play area with a variety of interactive water features form part of the extensive programme of upgrades which have taken place over the past 18 months.
 
Major works have also been undertaken to replace the glazing, redesign the main entrance area and install new heating and ventilation systems responsible for heating and maintaining water and air quality within the swimming pool environment.
 
The project has aimed to modernise the pool complex, while preserving the character of the Grade II listed building, which opened in 1989 and was listed in 2023 becoming one of the youngest listed buildings in the country.
 
Sean Nolan, regional director at Alliance Leisure, said: “This has been an ambitious and technically complex project delivered in a live operational environment, and we are incredibly proud to have reached completion alongside our delivery partners. The revitalised Lagoons are a fantastic example of how investment in community leisure infrastructure can revitalise and protect key local assets and create experiences that will benefit generations to come.”
Doncaster Dome Credit: Alliance Leisure
15 Jun 2026
Trowbridge pupils create lasting legacy at time capsule event
Pupils from schools across Trowbridge have come together to bury a time capsule at the site of the town’s new leisure centre, capturing a snapshot of life in 2026 for future generations.
 
As work continues on the modern new facility, pupils marked this key milestone by placing a collection of memories, reflections and creative work into a sealed capsule, which will remain buried on site until at least 2056.
 
The time capsule includes a wide range of pupil-created items, such as letters, drawings, graphs, photo montages and photographs. A memorial book created by St Augustine’s Catholic College to mark the death of Queen Elizabeth II has also been included, alongside construction materials provided by Pellikaan, offering a glimpse into how the leisure centre itself was built.
 
As part of the event, pupils were also given a behind-the-scenes look at the construction site, including a tour of the developing swimming pool areas, bringing the project to life and giving them a real sense of what the finished centre will offer.
 
The event provided a fun and unique opportunity for young people to be part of a major local development and leave their mark on Trowbridge’s future.
 
Julia Goddard, regional director at Alliance Leisure, said: “The time capsule is a lovely way to connect this project with the community it is being built to serve, something that aligns closely with Alliance Leisure’s commitment to creating facilities that have a lasting impact on local people. When the capsule is opened in years to come, it will not only tell the story of the centre’s construction, but also of the young people and communities who were part of its journey from the very beginning.”
 
Cllr Mel Jacob, cabinet member for Communities, Engagement and Corporate Services, added: “This was a really special moment, bringing together young people from across Trowbridge to create something that will be discovered and enjoyed by future generations. The time capsule captures a snapshot of life today – from what matters to our communities to the creativity of our young people. By the time it is opened in 2056, the pupils involved today will be adults, and it’s wonderful to think their contributions will still be part of this site’s story.”
 
This project for Wiltshire Council is led by Alliance Leisure procured through the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd, and is due to complete later this year. The new Trowbridge Leisure Centre will feature swimming pools, a gym, fitness studios.
 
For more information about Alliance Leisure, please visit: https://allianceleisure.co.uk/
Burying a time capsule at the site of the new Trowbridge Leisure Centre Credit: Wiltshire Council
13 May 2026
Major facility upgrade at The Peak strengthens Stirling’s active future

The redevelopment of The Peak leisure centre in Stirling, Scotland, is now complete, sporting a significantly expanded gym and two brand-new fitness studios.

The £2.45 million investment, delivered on behalf of Stirling Council, marks the successful transformation of one of Scotland’s leading community leisure facilities. The project, led by Alliance Leisure, has created modern, accessible and inspiring spaces designed to meet growing demand and support the health and wellbeing of communities across Stirlingshire.

First opened in 2009, The Peak, which is managed by Active Stirling has long been a cornerstone of sport, physical activity and community life in the region. Originally designed to support around 3,500 members, prior to the redevelopment the centre served more than 8,000, with demand for gym and group fitness provision continuing to rise. This latest redevelopment ensures the facility can continue to deliver in line with community needs while supporting long-term sustainability.

The project has optimised the existing building footprint by repurposing three low occupancy courts within the sports hall to create a substantially enlarged first-floor gym and two purpose-built ground floor studios via a new mezzanine structure. This intelligent use of space has enabled the introduction of modern fitness equipment and flexible studio environments, significantly enhancing the overall customer experience without the need for new build expansion.

Alongside doubling the size of the gym, the new studios allow for a broader, inclusive and more diverse programme of group exercise classes, increasing capacity and creating more opportunities for people of all ages and abilities to be active. 

A specialist delivery team brought the project to life, including Thomas Johnstone Ltd as main contractor, with support from CD Architects, Axiom Project Services, Struer, Wallace Whittle, ABT Safety and Hutchi.  The project has been delivered via the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd (DLL).

Matt Bunnell, CEO, Active Stirling, says: “This project demonstrates the value of targeted investment in community infrastructure. Working with Alliance Leisure, we have delivered a high-quality, future-ready facility that responds directly to the needs of our residents. The enhancements at The PEAK will support healthier lifestyles, strengthen community connections and ensure the centre continues to play a vital role across Stirlingshire for years to come. Crucially, the development will enable the thriving of Active Stirling’s treasured barrier breaking, inclusive programmes and opportunities delivered throughout the community on a daily basis which confer significant inequality reducing outcomes”

Jonny Curley, regional director, Alliance Leisure, adds: “The successful completion of The PEAK redevelopment is the result of strong collaboration between all project partners. From initial concept through to delivery, the focus has been on maximising the existing asset to create a modern, flexible and future-proof facility. It’s been a pleasure to work alongside Stirling Council and Active Stirling to bring this vision to life and deliver a space that will have a lasting positive impact on the community.”

Operated by Active Stirling on behalf of Stirling Council, The Peak will now offer an enhanced mix of facilities, supporting increased participation in sport and physical activity while contributing to wider health and wellbeing outcomes.

The redevelopment forms part of a shared commitment to invest in high-quality leisure provision and aligns with Stirling’s emerging strategy for sport, physical activity and health, helping to create more opportunities for people to lead active, healthy lives.

The Peak Leisure Centre, Stirling, Scotland Credit: Alliance Leisure
20 Jan 2026
Alliance Leisure completes new cycle studio at Craiglockhart Leisure and Tennis Centre

Craiglockhart Leisure and Tennis Centre in Edinburgh has unveiled a newly completed, purpose-built spin studio, delivered through the UK Leisure Framework, by Alliance Leisure and supported by a specialist team of Scotland-based delivery partners.

Completed in just six weeks, the £246,000 project has transformed an underused lower-floor social space within the centre into a modern, immersive indoor cycling studio, while allowing the leisure centre to remain fully operational throughout the build. The development provides a dedicated new home for Edinburgh Leisure’s popular group cycling programme and marks a significant milestone in the centre’s post-COVID recovery.

Procured via the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd, the project demonstrates how compliant, streamlined procurement can enable rapid delivery of high-quality leisure infrastructure. Alliance Leisure led the project from inception to completion, coordinating a collaborative delivery team made up entirely of Scottish specialists. Works were delivered by lead contractor Thomas Johnstone Ltd, with design by Wellwood Leslie Architects, mechanical and electrical consultancy from Wallace Whittle, audio-visual and lighting installation by Hutchi, and principal designer oversight provided by ABT Safety.

The new spin studio has been designed to support a high-energy, immersive class experience, featuring advanced sound and lighting systems to enhance programmes such as Les Mills Sprint and RPM. Crucially, the facility enables Edinburgh Leisure to reinstate its full indoor cycling timetable for the first time since the pandemic, responding to strong member demand and increasing capacity for peak-time and evening classes.

Jo Cameron, Delivery Manager at Alliance Leisure, says: “The new spin studio at Craiglockhart is a great example of how targeted, efficient investment can rapidly deliver high-quality leisure infrastructure. Delivered through the UK Leisure Framework, the project benefited from a trusted team of Scottish delivery partners and a collaborative approach that ensured it was completed on time and on budget. It’s fantastic to see the positive impact that even a relatively small-scale project can have for a local community.”

Kirsty Stobie, Manager at Craiglockhart Leisure Centre, adds: “Since reopening post-COVID, cycle classes were temporarily held in the sports hall due to space and ventilation limitations in the previous studio. While this allowed classes to continue, the atmosphere wasn’t quite what customers deserved. Working in collaboration with Alliance Leisure, the former lower social area has been transformed into a purpose-built, state-of-the-art cycle studio that offers a truly immersive experience. It’s been a real team effort, and we’re excited to welcome members back to a full programme of cycle classes in a space that really does them justice.”

For more information about Alliance Leisure visit: allianceleisure.co.uk

New cycle studio, Craiglockhart Leisure and Tennis Centre Credit: Alliance Leisure
19 Jan 2026
Work underway on Leek’s latest 'Levelling Up' project with Alliance Leisure
Alliance Leisure starts work this month on the third levelling up funded project for Staffordshire Moorland District Council as part of the multi-million pound regeneration of Leek town centre.
 
The Nicholson Institute is a Grade II* Listed building located within Leek Town Centre Conservation Area. Built in 1884, the building is currently used as a public library and museum. Alliance Leisure has been appointed under the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd. (DLL), to refurbish and repurpose the library and museum to offer cultural facilities fit for the future.
 
The Nicholson Institute is the third and final part of Staffordshire Moorlands District Council’s regeneration of Leek town centre. Alliance completed the renovation of Leek’s Victorian indoor market last year and is currently delivering the £17m redevelopment of Brough Park Leisure Centre.
 
Gareth Liversedge, Alliance Leisure Delivery Manager, said: “The Nicholson Institute is another key asset for Leek town centre. This £3.8m project will revitalise and optimise the landmark building to improve the user experience and create a more viable future for the site. This scheme, together with the Market Halls and Brough Park Leisure Centre developments, will deliver economic, health and wellbeing benefits for the local community.”
 
The project includes essential repairs and upgrades to improve the fabric and functionality of the historic building. Works will include roof repairs, the remodelling of the main entrance and the addition of a fully accessible WC on the lower ground floor. The outdated library will be revitalised with new flooring and finishes, while the museum will be redeveloped to create a more accessible and engaging experience for visitors.
 
The project will also deliver significant carbon savings through a number of energy efficiency measures including the installation of LED lighting and upgraded radiator controls to optimise energy use.
 
Councillor Matt Swindlehurst, Cabinet Member for Leisure and Tourism, at the District Council, said: “The improvements we’re carrying out will sympathetically modernise and enhance this historic building whilst respecting its heritage.
 
“It’s set to be an asset we can all be proud of and will be yet another fantastic visitor attraction that will encourage even more people to come and visit us in the beautiful Staffordshire Moorlands.”
 
Alliance Leisure is leading a team of specialists, which includes main contractor Speller Metcalfe, architects Roberts Limbrick and project managers Abacus. The project is due to complete in July 2026.
The Nicholson Museum, Leek Town Centre Credit: High Peak Borough Council
19 Jan 2026
Alliance Leisure partnership unlocks opportunities for Reformer Pilates in the public sector with Kore Sandwell
Alliance Leisure is working with Kore (formerly Sandwell Leisure Trust) and Tribute Brands to increase access to reformer Pilates in the public sector.
 
The leisure development specialist is supporting the new Pilat3s studio at Wednesbury Leisure Centre in Sandwell. Operated by Kore, the studio will offer Pilat3s’ signature immersive experience which comprises dynamic movement, curated music and in-studio technology.
 
Sarah Watts, CEO of Alliance Leisure, says: “Alliance Leisure is known for its innovative approach and commitment to exploring new solutions for our clients. In line with this, we wanted to work with Mark Braithwaite and the team at Kore to demonstrate proof of concept in the public sector to help smaller trust clients successfully deliver reformer Pilates, one of the UK’s fastest growing fitness trends."
 
One of the longstanding challenges in launching and scaling reformer Pilates studios has been sourcing reformer Pilates instructors. Owned by fitness franchisor, Tribute Brands, Pilat3s’ pre-choreographed sessions, screen-based content and comprehensive training and support will enable Kore’s existing instructors to upskill to deliver exceptional Pilates classes.
 
Each 50-minute class - Align, Tone and Power - blends dynamic movement with a tech-enhanced, multi-sensory experience. This includes a central system that controls lighting, music, routines and video as well as in-studio screens providing clear, instructional demonstrations.
 
“Many of our clients are keen to offer reformer Pilates to compete with the private sector and align with the broader shift towards a more holistic, recovery-focused offering. We were introduced to Tribute and were extremely impressed by the PILAT3S product and the high level of support and training the company provides,” says Watts.
 
Mark Braithwaite, CEO of Kore, says: “We have been exploring options around Reformer Pilates for the last 12 months and after the initial introduction to Tribute Brands by Alliance Leisure, we knew that this solution would be a great fit. The introduction of Reformer Pilates into Wednesbury Leisure Centre will be another first for Sandwell residents.”
 
Jonathan Fisher, Founder and CEO of Tribute Brands, says: “From the outset, Pilat3s set out to remove the barriers that have limited reformer Pilates from reaching wider audiences, including instructor shortages, inconsistent delivery and the confidence barrier for first-time participants. By enabling partners such as Alliance Leisure and Kore to implement a standardised, high-quality reformer Pilates experience through a plug-and-play model, we are delighted to support their shared commitment to making this form of exercise more inclusive, consistent and accessible in a community-focused, public sector setting.”
 Pilat3s studio, Wednesbury Leisure Centre, Sandwell Credit: Tribute Brands
Alliance Leisure: news from sportsmanagement.co.uk and fittechglobal.com
Boutique franchisor, Tribute Brands, has signed a deal with Let’s Go Fitness to open 20 reformer Pilates studios in Switzerland.
“Innovation” is a term frequently used in the leisure industry, but in a sector that evolves rapidly, driven by shifting participation patterns, rising operational pressures and evolving community expectations, simply being innovative is no longer enough.
The £14 million redevelopment of the iconic Doncaster Dome, one of the youngest listed buildings in the UK, has begun.
Work is underway on a £38 million leisure and wellbeing hub in Caerphilly, Wales, transforming an area of disused scrubland into a vibrant community hub.
Fitness and leisure facilities in Sheerness, UK, are being upgraded as part of a regeneration project, Sheerness Revival, funded by the UK government.
Alliance Leisure: featured in Sports Management, HCM and Fit Tech magazines
Industry insight: Mainstream model
Major European operators planning to scale through franchising, Jetts Fitness and Crunch Fitness establish footholds in India and US reformer brands eye Europe. Kath Hudson rounds up the main action in franchising over the past year
Show preview: Elevate 2026
Welcome to Elevate 2026
Alliance Leisure utilised its extensive industry expertise and proven resilience to deliver Clay Cross Active, an end-to-end health and wellness facility in Derbyshire
Interview: Sarah Watts
As Alliance Leisure celebrates its 25th anniversary, its founder and CEO tells Kate Cracknell why Alliance will never build another leisure centre
HCM People: Jamie Groves
Denbighshire Leisure’s turnover has increased by 25 per cent since 2021, so the developments have paid for themselves and more
Alliance Leisure
Tel: +44 (0)1458 877558
Address: 2340/2440 The Quadrant, Aztec West, Bristol, BS324AQ, United Kingdom
Sarah Watts, CEO
Key personnel
Sarah Watts, CEO
Paul Cluett, managing director
James Foley, commercial director
Tom Fairey, development director
Paul Woodford, strategic engagement director
John Leaver, marketing & frameworks director
Julia Goddard, senior business development manager
Jonny Curley, senior business development manager
Key customers
Local Authorities
Leisure Trusts
Universities and Colleges