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Alliance Leisure

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About us
Alliance Leisure works with Local Authorities, Trusts and leisure operators to deliver transformational projects that create engaging active environments and support healthy, happy, and prosperous communities. Projects range from £100k to £20m+. In addition to development works, award- winning Alliance Leisure also supports leisure operators across the UK in the promotion of their facilities and services through its marketing and training brand TA6. TA6 is focused on creating sustainable revenue streams, investing in staff development and improving the health of local communities.

Product range and services
Alliance Leisure are the go-to leisure developer for UK-based operators looking to expand, refurbish or build new leisure facilities. Through comprehensive research and feasibility studies, Alliance Leisure creates active environments that directly address the needs of the community they service; replacing or transforming tired, under-utilised leisure facilities into thriving, energy efficient technology- driven activity hubs that engage all ages and abilities has become a kitemark of the leisure developer. Alliance Leisure is the appointed delivery partner for the UK Leisure Framework, owned and managed by Denbighshire Leisure. The UK Leisure Framework is the only Framework in the UK dedicated to leisure development and provides an end-to-end solution for public sector bodies looking to scope, precure, design and build sustainable leisure facilities, taking advantage of effi ciencies and expertise at every level of the supply chain. Alliance Leisure is an environmentally responsible company.
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
22 Jul 2024
New £13.5m leisure and learning hub spearheads regeneration of coastal town
The launch of Mablethorpe’s new Station Leisure & Learning Centre marks the start of a once-in-a-generation transformation of the Lincolnshire seaside town. Delivered by Alliance Leisure, the development aims to address the town’s poor health and educational outcomes, while delivering benefits for visitors and the local economy.

Mablethorpe’s health ranking is in the lowest 12% of towns in England with significant levels of frailty amongst its older population. The area also suffers with poor levels of educational attainment and skills, while 58% of the working population are economically inactive compared to 20% in England.

The multi-functional community development, designed by lead architects, Pozzoni, was managed by Alliance Leisure through the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd, with ISG as principle building contractor.

Located on the high street with its own car park, the new £13.5m Station Leisure & Learning Centre replaces Station Sports Centre and provides the town with its first public swimming pool offering swimming lessons, family swims, school swimming and public swim sessions. In addition to the four-lane, 25 metre pool and changing village, the 3,000m² scheme includes a large gym including functional areas and EGYM, multi-purpose studio and group cycling studio as well as a TAGactive 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 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.

Sean Nolan, Business Development Manager, Alliance Leisure, said: “The launch of Station Leisure & Learning Centre marks a turning point for Mablethorpe. The impressive facility will transform this small town, enhancing the health, wellbeing and education of residents, while also acting as a catalyst for wider regeneration.”

The development has been funded by £7.5m from the Towns Fund, with match funding from East Lindsey District Council after the Connected Coast Town Deal Board secured £23.9m of Towns Fund investment for the town. East Lindsey District Council, part of the South & East Lincolnshire Councils Partnership with Boston Borough Council and South Holland District Council, led the development.

Cllr Richard Fry, Political Lead for Station Leisure & Learning Centre at East Lindsey District Council, said: “I am delighted that close working with all partners has seen this high-quality and transformational facility for Mablethorpe completed on schedule and to budget. This facility is a beacon of what can be achieved through collaboration.

“The benefits 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 will be able to access a swimming pool and state-of-the-art fitness facilities without the need to travel, giving more people the opportunity to improve their mental wellbeing and fitness as well as to learn to swim. This venue will really make a difference to people from the local area and I thank all our partners who worked on this project for creating a leisure and learning facility we can all be proud of.”

Magna Vitae Trust for Leisure and Culture operates the new centre on behalf of the council.

Aeneas Richardson, Executive Director, Magna Vitae Trust for Leisure & Culture, said: “This project provides a shining example of collaborative, partnership working from initial public consultation to final build completion and future operation. We will seek to further develop a quality, fun, community meeting place and generate, improved health & wellbeing (both physically and mentally), personal skill development, improve professional & educational capability and vocational training opportunities leading to improved employment prospects, better prospects for jobs and longer-term, year-round career opportunities.”

Commenting on the project, Craig Savage, Alliance Framework Lead, ISG, said: “The Station Leisure & Learning Centre will offer state-of-the-art facilities for the local community, including Mablethorpe’s first public swimming pool, as well as new fitness and learning amenities. This investment underscores the importance of providing exceptional benefits to support the health and wellbeing of local residents. The project also highlights a broader commitment to creating spaces that foster community engagement and development.

“In line with the focus on building stronger communities, a piece of street art was commissioned, with contributions from 173 young people. This initiative aims to inspire more young people in the area to take an interest in art. Additionally, throughout the project, the team has volunteered their services to residents, assisting with tasks such as grass cutting, fencing, and various other activities.”

Station Leisure & Learning Centre is one of six regeneration projects planned for Mablethorpe. Designed to improve leisure, learning, travel and the overall experience of the town, the projects include improvements to the town centre, a sustainable visitor hub at Sandilands Nature Reserve and a new pavilion, café and restaurant for the seafront.

Meanwhile, £24.5m is funding seven transformational projects in nearby Skegness, with £21.9m being invested in Boston to regenerate the Lincolnshire coastline.
Station Leisure and Learning Centre - Exterior Credit: Alliance Leisure
19 Jul 2024
Alliance Leisure celebrates official opening of its first Leisure Local Health Hub
This month sees the official opening of a brand new, £9 million Health Hub in Nottinghamshire. Based on Sport England’s Leisure Local model, the new community provision delivers a host of leisure facilities designed to bring new active living opportunities to the whole community.

“I am thrilled that we are finally at the opening event for Warsop Health Hub, months ahead of schedule,” Andy Abrahams, Executive Mayor for Mansfield, said. “In the last year, it has been a dream come true to see such progress being made to bring a community facility to the people of Warsop.

“It has been a labour of love and wouldn’t have been possible without the commitment from fellow councillors, officers, funding partners, and, of course, the parish residents. Based on Sport England’s innovative Leisure Local model, the new hub houses a diverse range of facilities including a 15m x 8m swimming pool with a splash play area for younger children, a gym featuring the latest cardiovascular and resistance equipment, a two-court sports hall and an improved multi-use games area. The facility will also a reception area and community facilities, including multi-purpose spaces and an IT suite.

“Accessibility has been a consideration throughout the build. For example, the swimming pool incorporates a pool hoist as well as a changing village and an accessible Changing Places area to ensure as many people as possible can benefit from this investment. I look forward to seeing the community embrace the new facility and make the most of all the opportunities it will bring in terms of employment, aspiration, and health and wellbeing.”

Funded via a mix of Sport England investment, Towns Fund and borrowing by Mansfield District Council, Warsop Health Hub has been delivered by leisure development specialist Alliance Leisure, in partnership with Abacus as project manager and principal designer, architects Roberts Limbrick and lead contractor Pellikaan Construction. The UK Leisure Framework, which is managed by Denbighshire Leisure Limited (DLL), has been used as the procurement route for sourcing the development team.

Gareth Liversedge, Business Development Manager at Alliance Leisure, comments: “We have brought together leisure experts at every level of the supply chain to design and deliver a facility that truly reflects the needs of the local community and has the capability to deliver commercial as well as a social value. We have also integrated energy saving technologies including air source heat pumps and solar panels to drive energy efficiencies and future proof the building to be enjoyed by many generations to come.

“This project is a great example of how to deliver a Sport England Leisure Local concept, with development works completing in under 12 months.”

Speaking about the development, Gert-Jan Peeters, director, Pellikaan, says: “It is great to see the centre open to the public after having worked on it for the past year. The process has been very smooth, which is due to the great communication between the many parties involved in the project. Whether client, consultant or subcontractor, everybody was geared towards delivering a great centre for the people in Warsop. We enjoyed working on the project, and are very pleased to see the people enjoying the use of the centre!”

Warsop Health Hub opened its doors to the public on June 1, 2024 and is being managed by Serco Leisure on behalf of Mansfield District Council. July 18, 2024 saw the Mayor, community champion Graham Hall MBE and Lord Lieutenant for Nottinghamshire Professor Veronica Pickering meet with development partners and other local dignitaries in an official ribbon cutting ceremony on site.

More information about Warsop Health Hub

More information about Alliance Leisure
Warsop Health Hub is being managed by Serco Leisure on behalf of Mansfield District Council Credit: Alliance Leisure
16 Jul 2024
Alliance Leisure strikes gold with Investors In People Award
In recognition of its ongoing commitment to its people and the provision of a working environment that supports success and prosperity, Alliance Leisure is celebrating the achievement of an Investors In People Gold Award.

The Gold accreditation is a step up from the company’s previous Investors In People Silver Award achievement and highlights the fact that despite managing incredible commercial and team growth over the last few years, Alliance Leisure continues to place the welfare of its people at the very heart of business. Investors In People is a recognised international Standard for how organisations demonstrate that they lead, support and improve their people through their workplace culture. Of the 50,000 organisations assessed by Investors In People only around 17 per cent have attained the Gold standard.

On hearing the news of the Award, Sarah Watts, CEO, Alliance Leisure said: “I couldn’t be prouder of Alliance Leisure’s Gold Investors in People Award. Our team is what gives Alliance its unique DNA and, as I have said many times, we really do feel like a family. It’s brilliant to have this wonderful relationship recognised, and we look forward to continuing to make Alliance Leisure a fantastic place to work in the future.”

The Award assessment process includes a survey as well as confidential conversations with individuals and in groups. Speaking about Alliance Leisure’s Award, Lorna Fairbairn, Practitioner for Investors In People, said: “Alliance Leisure can be very proud of this achievement. The team has demonstrated an improvement year on year through taking on feedback and implementing actions to support the development of the company culture. The fact that 100% of staff completed the survey is testament to the levels of team and individual engagement.”

Paul Cluett, MD, Alliance Leisure adds: “A company is just a name and a logo, what makes it unique and successful is the team of individuals that drive it forwards. We work extremely hard to ensure everyone, at all levels of our business, are provided with the support and tools they need to be able to perform at their very best. This particular accolade is valuable because it is awarded based on feedback from people across all areas of our workforce and reflects what the senior management team always hopes, that people are happy, fulfilled and supported in their roles.”

For more information about Alliance Leisure visit: allianceleisure.co.uk
The Gold accreditation is a step up from the company’s previous Investors In People Silver Award achievement Credit: Alliance Leisure
29 May 2024
Alliance Leisure celebrates the re-opening of swimming facilities at Merthyr Tydfil Leisure Centre
This month sees the opening of brand-new swim facilities at Merthyr Tydfil Leisure Centre, thanks to a £6 million investment secured by Merthyr Tydfil County Borough Council.

The regeneration project, led by Alliance Leisure through the UK Leisure Framework, sees swim facilities reintroduced to the leisure centre after an extended period of closure.

Speaking of the opening, Councillor Geraint Thomas, Leader, Merthyr Tydfil County Borough Council says: “It is absolutely fantastic to see swimming reintroduced at the leisure centre. Swimming is a life skill that should be accessible to everyone, especially children. It is great to see so many people enjoying the new facilities and to know that the decarbonisation works completed as part of the project have improved the energy efficiency and created a sustainable future for the building.”

Works have included the development of a new 25m, six-lane main pool, a dedicated teaching pool offering a full swimming education programme plus a new splash pool designed to inspire water confidence and deliver engaging sensory experiences for toddlers. The changing facilities have also been redesigned to improve the overall visitor experience. In addition, efficient heat and circulation pumps plus extra solar panels have been installed in a move that is expected to significantly reduce cardon emissions.

Halo Leisure has recently been appointed to manage Merthyr Tydfil Leisure Centre. Richard Preece, Business Development Manager, Halo Leisure, says: ““We are absolutely delighted to bring Merthyr Tydfil Leisure Centre into our management portfolio. The investment in the new aquatic facilities creates exciting opportunities and we will work closely with the Council to get more people more active more often in the pool."

The new facilities officially opened on Saturday, May 25. Gillian Dunster, Business Development Manager, Alliance Leisure, adds: “This project has been a truly collaborative effort. Working with partners through the UK Leisure Framework, which is owned and managed by Denbighshire Leisure Limited (DLL), including Universal Construction, Myrtha Pools, Savernake Property Consultants and architects, BGH, we were able to bring leisure specialism to every aspect of the project, maximising efficiencies and expertise to deliver an outcome that will serve the community for many years to come.”

The leisure centre remained open throughout the build so people could continue to benefit from the sports hall, racket sports, the fitness suite and the exercise studios.

Councillor Geraint Thomas concludes: “Working with Alliance Leisure we achieved an outcome that will deliver huge benefit to the community. Swimming is now firmly back on the timetable and the community has a full complement of sport and leisure facilities to support a happy, healthy active life at all stages of their life journey. The sustainability works carried out also support the council’s net zero ambitions, creating a leisure centre that is fit for purpose both now and long into the future.”

For more information about this and other works carried out by Alliance Leisure and the UK Leisure Framework, which is managed by Denbighshire Leisure, visit: allianceleisure.co.uk
Merthyr Tydfil Leisure Centre's new swim facilities Credit: Alliance Leisure / Merthyr Tydfil County Borough Council
08 May 2024
£26 Million Investment Paves The Way For Health and Wellbeing Hub At Lincolnshire Sport Complex
South Holland District Council has bolstered its successful £20 million UK Government, Levelling Up Fund bid with a £6 million investment to see the Castle Sports Complex in Spalding transformed into a health and wellbeing hub to drive positive health outcomes for residents across the district.

Alliance Leisure has been appointed to deliver the works through the UK Leisure Framework, owned by Denbighshire Leisure Limited (DLL).

Works are expected to begin in the Autumn and will see the Castle Sports Complex completely remodelled and extended to include an integral swimming provision. A 6-lane 25 metre pool will be supported by a second, 20m teaching pool that will individuals, groups, clubs and local schools giving young people access to the facilities they need to develop essential swim skills. Outside, a splash pad will also be added to accommodate families and young children. These facilities will replace the current provision offered by Spalding Swimming Pool.

The new wellbeing hub will also host a sports hall, gym, family activity zone, a fully equipped fitness suite, indoor cycling and fitness studios, a dedicated wellness suite offering power assisted exercise and a health and wellbeing space for appointments with health practitioners, including services to support good mental health and those living with diabetes, Alzheimer’s and dementia. A café and lounge area will also provide a much-needed place for people to eat and drink as well as meet friends and socialise. The Centre’s current Bowls Hall will receive some much-needed maintenance as part of the redevelopment.

Outside, a 3G artificial turn floodlight football pitch will be supported by a separate multi-use games arena hosting an array of sports including basketball and football, with a dedicated track meandering through the site suitable for walkers, runners or cyclists . Car parking will be extended to accommodate the anticipated uplift in usage and extensive landscaping will take place throughout, enhancing the visual appeal.

Councillor Gary Taylor, South Holland District Council deputy leader and the council’s project sponsor, said: “The success of this bid is a momentous moment for the whole of South Holland, and provides vital funding that will be truly transformational to help improve the health and lives of our residents.

“The new Hub will place physical activity at the heart of our community, supporting healthy, active lives. Coupling this significant investment with the design and delivery expertise of best-in-class providers brought together by Alliance Leisure through the UK leisure Framework, we have the opportunity to create an incredible facility that caters for everyone at all stages of their life for many years to come.”

Talking about the development, Sean Nolan, Business Development Manager, Alliance Leisure, says: “Transformational investment like this only happens once in a lifetime so it is absolutely imperative that we get it right. Working with our trusted, leisure specialist partners including Hadron Consulting, Saunders Boston Architects, Wilmott Dixon and Max Associates. The team have been involved from the start, supporting the council’s LUF bid and preparing the designs. We will now continue to work with the council to deliver the build. When the development completes in 2026, residents in South Holland will have access to an incredible wellbeing and activity hub, created in direct response to the needs of the community, driving a healthier, happier and more active community.”

Works are due to start in late 2024 and will complete in the summer of 2026. For more information about the build and its development visit: southhollandlevellingup.co.uk. For more information about Alliance Leisure visit: allianceleisure.co.uk
Works are expected to begin in the Autumn and will see the Castle Sports Complex completely remodelled Credit: Alliance Leisure
30 Apr 2024
Alliance Leisure transforms under-utilised space into dynamic training hub
Working in close partnership with a number of specialist providers, Alliance Leisure were appointed by East Renfrewshire Council to transform a low occupancy martial arts studio into a high energy functional training arena. The space, branded The Grid, will be used for individual and group training and will enhance the current fitness offering for the community.

The council worked with Alliance Leisure who, through the UK Leisure Framework which is managed by Denbighshire Leisure Ltd (DLL), assembled a best-in-class team of leisure specialists to execute the vision. The transformation was completed in just 4 weeks and will be operated by East Renfrewshire Leisure and Culture Trust.

Jo Cameron, Delivery Manager, Alliance Leisure, explains: “As our first project with East Renfrewshire Council, this was an exciting opportunity showing the potential of transforming underutilised space into a thriving activity hub that would deliver significant value to the local community.

“We are looking forward to supporting the launch of this project and the growth in membership over the coming period.

“Through the UK Leisure Framework we have worked with our expert leisure contractor Thomas Johnstone Ltd supported by Axiom Project Services and CD Architects to create an innovative fitness space for East Renfrewshire Cultural and Leisure Trust. We have also utilised our specialist leisure suppliers, Indigo Fitness, Pulse Fitness and Hutchison Technologies to enhance the experience for the members.

Robert Hammond, Head of Operations at East Renfrewshire Culture and Leisure, says: “Working with Alliance Leisure and the specialist partners to deliver our exciting new fitness space The Grid for Barrhead Foundry has been a great experience. From initially designing the space through to the delivery of the building works and fitout, this has been a smooth process and Alliance really looked at the finer details assisting with the fitness concept. The new training space will have a huge impact and provide a perfect work out environment for our customers and community.”

The extension of the fitness provision means Barrhead Foundry can expand its fitness membership and welcome additional revenue opportunities that will help ensure the sustainability of services moving forwards.

The new training space officially opened on April 18.

For more information about Alliance Leisure and the many other leisure development projects it has delivered, visit allianceleisure.co.uk
The Grid, will be used for individual and group training Credit: Alliance Leisure / East Renfrewshire Council
Alliance Leisure: news from sportsmanagement.co.uk and fittechglobal.com
The UK’s most recently-formed local government body – North Yorkshire Council – is making wellbeing a fundamental priority, with the launch of a raft of new facilities backed by £47.9m (US$60.6m, €55.3m) of investment.
Alliance Leisure has been awarded funding of £13m to develop a new sports hub at Parsloes Park in Barking.
Construction work has begun on a £13m community sports hub in Barking, East London.
Denbighshire Leisure has recently launched its third generation dedicated Leisure Framework naming Alliance Leisure as its continuing lead development contractor.
Alliance Leisure: featured in Sports Management, HCM and Fit Tech magazines
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
Health is a national asset that drives prosperity at an individual and collective level. Alliance Leisure CEO, Sarah Watts, explains how the organisation is supporting communities through the reimagining of public sector leisure
Show preview: Elevate 2023
As the industry in the UK gears up for this annual trade event, HCM gives the lowdown on what you can expect
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