“Ladywood Leisure Centre is a fantastic resource for local residents. In the period it’s been open I have noticed a change in the local area whether that’s a reduction in anti-social behaviour or a general change in attitude to lifestyle and fitness. The community has benefitted massively since the centre has opened.”

Daniel Meese, Police Community Support Officer, Ladywood

Ladywood in Birmingham is one of the most deprived regions in the UK, with low employment and high rates of childhood poverty. Opening a brand-new leisure facility in this area would bring fresh challenges, but by focusing on the needs of the local community, offering sessions that they could afford at times they could attend, we have managed to create a genuine grassroots success story, utilising an inclusive approach, while never forgetting that this is a commercial venture that needs to pay its way.

Before the centre even opened, our on-site team were working with employment agencies to set up a recruitment Open Day, only available to Ladywood residents. Hundreds attended the event, many of whom were long-term unemployed, but when Ladywood opened its doors, it could boast that over 50% of its staff were people from the local area, which has helped greatly in getting ‘buy in’ from the people in this region.

Offering a suite of free and subsidised sessions means this centre is able to offer the residents of Ladywood the opportunity to stay active in a state-of-the-art facility, which may have seemed out of their budget range when they first saw the impressive building go up.

At Ladywood, we have achieved the golden combination: a centre used by local people of all demographics offering subsidised access to a high-quality facility, while managing to keep revenue lines growing all the time. Pre-COVID swimming lesson numbers have recently been smashed, casual swimming is up on pre-2020, the list goes on.

One final element we’re very proud of at Ladywood is how we’ve opened up and promoted the free use of our Community Room, where we house all manner of different sessions, from dance classes to a base for the local chess club. Many leisure centres claim they’re a community hub, but at Ladywood Leisure Centre that claim is a reality.

Aquatics is something Serco Leisure is known for, something we do well. We were UK Pool & Spa’s Leisure Operator of the Year for 2018 and 2019 – the only two years we entered. Our centre in Bangor, Northern Ireland, The Aurora won the 2018 World Cup of Pools competition. Pre-COVID, we ran an industry-leading annual competition for lifeguards, which received huge praise from the RLSS. (We’re planning to reintroduce the competition in 2022.) We take swimming seriously, but our growth in 2021 has taken even us a little by surprise.

But we shouldn’t have been surprised really. We hired right and it’s paid off. Our National Aquatics Team, all new for 2021, are headed up by the indomitable Helen Bull, a former runner and champion swimmer, who due to cancer now uses a wheelchair, but hasn’t let that get in the way of her living and achieving. Helen is the only wheelchair user in the UK who’s also a fully qualified swim and lifeguard teacher. Her passion for all things aquatics means there’s a new energy around Serco Leisure’s swimming pools.

As of October 2021, just 6 months after April’s partial reopening, and across the board, our swimming lesson numbers have exceeded our benchmark figures from February 2020. Swimming memberships, often a tough sell, are on track to leapfrog pre-COVID’s numbers by the end of November 2021, while casual swimming is proving more popular than expected as families return to an activity much-missed for most of 2020 and the first part of 2021.

These successes come off the back of a huge amount of hard work by the new National Aquatics Team. Joining Helen, we have Lynn Goring-Crook, National Aquatics Training Lead. Lynn’s appointment is testament to our drive to have the best trained aquatics workforce in the business.

Lynn’s a Swimming Teachers Association (STA) Aquatic Tutor with 'Train the Tutor’ status who’s experienced at developing talent with small and large teams including managing inspiring swim programmes, staff training and career pathways.

Then there’s Jenni May, Commercial Aquatics Development Manager. Jenni has 25 years of leisure experience and is working alongside site leads to look at opportunities to enhance and grow their lesson programmes and maximise pool space. She’s also a Swim England and STA Tutor, passionate about getting as many people as possible utilising our pools for aquatics activities.

We’ve also added experts like Cheryl Hoey, who’s currently heading up our aquatics contracts in Maidstone and Swale. And we’re recruiting in other areas. Serco Leisure will soon have more people working in this area of the business than ever before, signaling our intent to grow and develop aquatics to previously unheard of levels of popularity.

Stretch Outstanding is the highest ranking a site can achieve via NBS Quest, the leisure industry's leading benchmarking service. It is only awarded to those facilities consistently demonstrating the highest standards of operational excellence.

99% of facilities in the UK, which go through Quest, do not match up to this most stringent of assessments. Bisham Abbey and Lilleshall National Sports Centres, which Serco Leisure operate on behalf of Sport England, have achieved Quest – Stretch Outstanding for an incredible three consecutive cycles.

Quest does not check a site on a single day or a single week. it is a continual process to ensure the high standard of service delivered by one group of staff will be replicated across the facility, whichever team is on duty. This is why Bisham and Lilleshall’s achievement is so noteworthy. It demonstrates an embedded culture of excellence at every level. From cleaning staff to catering, front of house to fitness, the teams at these iconic national centres work year-round to stay at the top.

Recent finalist in the ukactive Outstanding Leadership category, Operations Director, Steve Nelson oversees the centres for Serco Leisure.

“Achieving the first ever Quest Stretch Outstanding back in 2014 set the bar high for teams at both facilities, but they’ve risen to the challenge for each assessment cycle. What’s been so pleasing to me is that underpinning so much of our success has been the four core Serco values of Pride, Innovation, Trust and Care. Teams genuinely believe in those values and it shows in the quality of service they deliver day in and day out.”

Quest’s Operations Director, Caroline Constantine, said:

“Lilleshall and Bisham have once again demonstrated that there is a quality of culture throughout the venues on any day of the year, as this is the third time they have achieved Stretch. Well done to all the teams there, a fantastic accolade.”

Charles Johnston, Director of Property at Sport England added:

"It’s great to see the work the centres do being recognised like this, from the relationships they’ve formed and nurtured with key NGBs to the work they do with the community to encourage people of all ages and abilities to get active, using the high quality sporting facilities they have on their doorsteps.”

Following a competitive procurement process, Serco Leisure and its operating partner, More Leisure Community Trust (MLCT), have been appointed to operate five leisure facilities on behalf of Oxford City Council from 30th March 2024.

The new contract includes management of Barton Leisure Centre, Ferry Leisure Centre, the Leys Pools & Leisure Centre, Hinksey Outdoor Pool, and Oxford Ice Rink.

Among a range of exciting improvements coming as part of the new contract, state of the art EGYM equipment will be installed at both Ferry Leisure Centre and the Leys Pools & Leisure Centre. EGYM is accessible for disabled and non-disabled users, and designed to provide a truly personalised experience. It is also fully integrated with MLCT’s My MORE app, which is available free to all customers.

There will also be major refurbishment work across the portfolio including a new interactive play arena for young people and families at the Leys Pools & Leisure Centre, creation of new bespoke group exercise studios at Ferry and Barton Leisure Centres and a reopening and re-launch of the contract’s café offering.

Councillor Chewe Munkonge, Deputy Leader and Cabinet Member for Leisure and Parks, said: "I am delighted to confirm Serco Leisure as the selected provider for Oxford's leisure facilities. At a time when many councils up and down the country are grappling with the closure of key facilities due to budget pressures, we are proud not only to maintain but also to elevate our suite of leisure amenities for Oxford residents. This new contract marks a fresh start for leisure provision in Oxford and will bring many health and wellbeing benefits to our residents. We are committed to providing all Oxford residents, of all ages and abilities, with access to quality health and fitness facilities and we look forward to working closely with Serco Leisure and seeing their plans come to fruition over the coming months.”

Simon Lane, Managing Director for Serco Leisure, said: “We are delighted to be partnering with Oxford City Council and we look forward to working with them to support the people of this community to live healthier, more active lives. In addition to Oxford, we have recently been appointed as the operator for a number of centres on behalf of Buckinghamshire Council. This will present opportunities for increased collaboration within the Oxfordshire, Berkshire West and Buckinghamshire Integrated Care Systems.”

Serco Leisure is the current UK Pool & Spa Water Leisure Operator of the Year. A title they have won for five out of the last six years. In 2021, they were named ukactive’s Outstanding Organisation of the Year.

Bisham Abbey and Lilleshall, the Sport England National Sports Centres managed by Serco Leisure, have come out top across the leisure sector in assessments carried out in December by Hospitality Assured.

Hospitality Assured is the quality standard organisation created by the Institute of Hospitality specifically for customer-facing business. It carries out nine-step inspections every two years with an interim review in between.

In December, the Sport England-owned centres both achieved Hospitality Assured scores higher than 75%, the criteria for remaining among an elite group of facilities that can boast of Premier Status. Both venues have now achieved Hospitality Assured’s accreditation at this standard for six assessment cycles in succession.

For 2023’s inspection, Bisham Abbey were awarded Hospitality Assured’s second highest score in the UK for the leisure sector, only topped by Lilleshall, which came out top as the highest scoring leisure facility in the whole of the UK.

The nine inspection steps which form the assessment, include staff training and development, business delivery and customer satisfaction.

Steve Nelson, Partnership Director for Serco Leisure’s National Sports Centres said:
‘I am extremely proud of achievements of the Serco teams at Lilleshall and Bisham Abbey. To be awarded Premier Status for six assessment cycles on the trot is an amazing achievement, but to once again be named as the two highest scoring facilities in the whole of the UK is phenomenal, and testament to the outstanding customer service we offer visitors to each of these amazing venues.”

Max Lawrence, Director for Hospitality Assured said: ‘The Lilleshall and Bisham’s team's tireless commitment to accreditation is inspiring. it goes far beyond a pursuit of improved scores; it is a testament to their unwavering dedication to enhancing service delivery for their diverse customer base and elite athletes. The unwavering dedication and hard work exemplify the true spirit of Hospitality Assured, reflecting a profound impact on elevating service standards and business excellence.’

Lisa Dodd-Mayne, Sport England Executive Director, Place said: ‘It is great to hear that Bisham Abbey and Lilleshall have achieved Hospitality Assured Premier status once again! This prestigious accreditation is testament to the dedication and hard work of the site teams at the National Sport Centres. Their commitment to providing diverse service offerings and exceptional support to a wide range of customers, including National Governing bodies, elite athletes and local community members, is truly commendable. It is clear that these world class, multi-facility estates provide a unique environment for all, and their ongoing success is well-deserved.”

For further information, please contact:
Alan Mitchell, Communications Manager
Tel: 07764 333 639 or Email: [email protected]

Following a competitive tendering process, Serco Leisure and its operating partner in the region, More Leisure Community Trust (MCLT) have been awarded a five-year contract by Buckinghamshire Council to operate five centres, starting April 1st 2024.

The new contract includes management of Aqua Vale Swimming & Fitness Centre, Swan Pool & Leisure Centre, Evreham Leisure Centre, Beacon Sports Centre & Theatre as well as the continued operation of the Little Marlow Running Track, which Serco Leisure and MCLT have been managing on behalf of the council since 2018.

The decision to award the contract to Serco Leisure and MLCT was made by Buckinghamshire Council’s Cabinet following a competitive procurement process. As well as bringing positive financial benefits, the arrangements will continue to provide benefits for local residents. This includes a range of concessionary membership rates, working closely with health partners to support residents’ health and wellbeing through more active lifestyles and increasing the number of users across all these sites, supporting local work placements with schools and colleges, and an apprenticeship programme.

Clive Harriss, Buckinghamshire Council’s Cabinet Member for Culture and Leisure said: “As a council, we pride ourselves on providing a range of top-quality, affordable leisure facilities for our residents. After a rigorous and exhaustive procurement process, we are pleased to be working with Serco Leisure and MLCT who bring with them great experience and expertise in running successful and thriving leisure facilities for local communities.”

Simon Lane, Serco Leisure’s Managing Director said: “I’m absolutely delighted at this news, which allows us to extend our current relationship with Buckinghamshire Council. We are eager to get started and are looking forward to making a positive impact within the community.

“In partnership with the council, we have a range of exciting projects in the pipeline to enhance the customer experience for visitors to the five centres, including major refurbishment work for the gym spaces at Aqua Vale Swimming & Fitness Centre and Swan Pool & Leisure Centre.”

Brian Taylor, Chair of More Leisure Community Trust added: “This is wonderful news. More Leisure Community Trust are looking forward to broadening their presence in Buckinghamshire having successfully operated Stoke Mandeville Stadium and Little Marlow Running track since 2018. We are looking forward to working in partnership with Buckinghamshire Council to achieve our vision - to inspire all individuals to engage in activity and to be at the heart of improving health and wellbeing in the community."

The five facilities within the contract were previously managed by a number of different operators, with Aqua Vale and Swan Pool under the SLM banner, Evreham Leisure Centre and Beacon Sports Centre & Theatre under GLL, and the Little Marlow Running Track managed by Serco Leisure and MCLT.

Serco Leisure has won Water Leisure Operator of the Year at the UK Pool & Spa Awards, the fifth time they have achieved this accolade in the past six years.

The awards ceremony took place at the National Conference Centre in Birmingham, as aquatics professionals from across the country came to celebrate the industry at an event which has been running since 2010.

In the Water Leisure Venue of the Year category, a Serco Leisure-managed facility - Mansfield’s Water Meadows Leisure Complex - came runners-up, and were awarded a Gold Standard Certificate.

Simon Lane, Serco Leisure’s Managing Director for said: “Well done to our aquatics teams on helping us once again be crowned Water Leisure Operator of the Year. We are very proud of our aquatics offering across Serco Leisure, and this award is testament to an incredible 12 months of growth for our swimming centres.

“I would like to congratulate our Water Meadows team who just missed out on top spot. The centre has benefited from a major refurb this year, which has helped it become a genuine family day out destination in the region.”

Waterland Media have been staging this event for over 10 years, but 2023’s was the largest one yet.

“This is the fifth title for Serco Leisure in the UK Pool & Spa Awards as a quality provider that continues to deliver vital services within challenging environments and strict budget boundaries,” commented Christina Connor, Managing Director of Waterland Media.

“This was our biggest event yet, with more entrants, more people voting online for their favourites, and more people in attendance for the presentation evening than ever before,” she continued.

She added: “Setting new records year on year, the public, judges and jury continue to be impressed by the passion, pride and enthusiasm the Serco Leisure team brings to its aquatics services.”

Andrew Taylor, Serco Leisure’s National Aquatics & Dryside Manager, who attended the event, said: “I’d like to thank Christina and the team at Waterland Media for staging such a well-organised and fun evening.

“The event gave us a chance to reflect on what has been a tremendous year for Serco Leisure and our swimming centres, whose success has been built on a foundation of high standards of customer service and the ability to adapt quickly in a changing marketplace. I couldn’t be prouder!”

Among the facilities it operates, Serco Leisure has 26 which feature swimming pools and aquatics attractions.

Serco Leisure is the current operator at Bisham Abbey and Lilleshall National Sports Centres, and since 2018, in partnership with More Leisure Community Trust, they have managed the iconic Stoke Mandeville Stadium on behalf of national charity for wheelchair sport, WheelPower.

Three national sports centres operated by Serco Leisure have earned Elite Training Centre (ETC) accreditation from UK Sport, the organisation responsible for the strategic investment of Government and National Lottery funding into Olympic and Paralympic sport and major events.

To earn this status, Bisham Abbey, Lilleshall and Nottingham’s National Water Sports Centre have demonstrated that they are providing elite facilities and equipment, staff, and overall organisational culture – with a clear commitment to continuous improvement.

The three Serco Leisure-operated centres are part of a group of eight initial locations to be granted ETC status, each of which has been assessed against an excellence framework built around eight guiding principles:

• Sustainability and Equality, Diversity & Inclusion
• Partnerships
• Facilities and equipment
• Access
• People development
• Performance lifestyle
• Science and Medicine
• Quality

Steve Nelson, Serco Leisure’s Operations Director for national sports centres said: “Elite athletes expect an elite level of support from the behind-the-scenes teams who operate their training venues, and I am proud to say that is exactly what our people at each of these prestigious centres deliver.”

“We’re delighted that Serco Leisure’s ongoing support for Olympic and Paralympic sportsmen and women has been recognised with this prestigious accreditation.”

Dr Kate Baker, Director of Performance at UK Sport, said: “Our ETC hosts provide the essential daily training environments for our Olympic and Paralympic athletes. The ETC accreditation framework reflects the excellence of their support and our confidence that they will continue to empower athletes’ sustainable high performance.”

The other five organisations selected by UK Sport to become ETCs are:

• Loughborough University
• Manchester City Council
• Milton Keynes National Badminton Centre
• Sheffield City Council
• University of Bath

Serco Leisure is celebrating a successful ukactive awards 2023, having picked up two prizes, plus a runners-up spot in the Equality, Diversity & Inclusion category for Birmingham’s Ladywood Leisure Centre.

Serco Leisure had six centres/individuals shortlisted this year, with representatives in the Club/Centre of the Year, Physical Activity Hero of the Year, Outstanding Leadership for Managing Director, Simon Lane, plus the aforementioned Equality, Diversity & Inclusion category.

Simon Lane, Serco’s Managing Director for Leisure & Micromobility said: “For Serco Leisure to win two awards and come so close in a third category from just six finalists is a tremendous achievement for the business at what is the sector’s premier awards event.

“Congratulations to the Facility Manager, Gavin Short and the Rebecca Adlington Leisure Centre in Mansfield on their win - Club/Centre of the Year (Midlands), and a huge well done to Bangor Aurora’s Elaine Hutton, who won in the hottest contested category of the night - Physical Activity Hero of the Year.

“Ladywood Leisure Centre won the Equality, Diversity & Inclusion in 2022, but were pipped at the post this year, coming away with Highly Commended from the judges. Well done to Dawn Page and her team on a second finals night appearance in succession.

“I would also like to congratulate our other finalists – Birmingham’s Northfield Leisure Centre and Oak Tree Leisure Centre in Mansfield. Oak Tree’s shortlisting in 2023 marks an incredible run for the facility, as they have now made the final at the last five ukactive awards events.”

The ukactive awards recognise excellence in the physical activity sector. This year they were staged at the Royal Armouries conference venue in Leeds.