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Everyone Active

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Colin Jackson at opening of Sapphire Ice and Leisure
Rebecca Adlington at new centre opening
Everyone Active team at K2 Crawley
Colin Jackson at opening of Sapphire Ice and Leisure
Rebecca Adlington at new centre opening
Everyone Active team at K2 Crawley
What we can do for you
Everyone Active operates leisure centres in partnership with local councils across the UK. Today, Everyone Active manages 200 leisure facilities and cultural services in partnership with more than 60 different local authorities nationwide.

Key services
Our aim is to get communities active, engaged and entertained through our wide-ranging activities and services that include, sports, coaching, culture, events, health and happiness. We manage a vast range of indoor and outdoor facilities including swimming pools, spas, sports halls, squash courts, studios, fitness suites, climbing walls, cafes, golf courses, athletics stadia and sports pitches.

case study: East Staffordshire Borough Council, East Region
Starting on 1st February 2019, the 10-year contract included the delivery of £1.8m capital development schemes within the first twelve months of the contract.

The works comprised a full refurbishment of Meadowside Leisure Centre and part refurbishment of Uttoxeter Leisure Centre and creating a brand new 35 station fitness at Shobnall Leisure Complex. The investment was targeted to significantly refurbish the existing life-expired facilities.

The scheme at Meadowside Leisure Centre consisted of a major internal redesign and refurbishment of major activity spaces finalised with both a brand new 120 station fitness suite and soft play and climbing centre, creating a fantastic activity hub in the centre of the town.

The recent investment into the facility has ensured that the Council met its objective of offering Value for money services, identified in their Corporate plan. These new and diverse activities on offer have created more opportunities for the residents of East Staffordshire to participate in sport and recreation and improve their health and well-being.

Post refurbishment and within the first three months of Playworld opening, we saw an increase in both participation (up to 10,500) and revenue within the centre.

Within twelve month all remaining phase of capital investment came to fruition and the Authority now has three modern leisure centres which support the local community in becoming more active. The increase in leisure provision, facilities and services, including a brand-new fitness Suite at Shobnall Leisure Complex has assisted in meeting the needs of a growing community.

With the completion of all projects in 2019/20, the remaining years of the operating Contract promise to be very successful with a key factor of this success being the capital development schemes delivered by Everyone Active.
case study: Dacorum Borough Council, South-East Region
Starting on 1st April 2018 this 10-year contract included the delivery of the £1.5 million Hemel Hempstead Leisure Centre refurbishment to be completed within the first 12 months of the contract.

The investment was targeted to significantly upgrade and modernise the exiting fitness and changing facilities and significantly improve the Health and Well-being opportunities to the residents of Dacorum.

The scheme consisted of an internal redesign and refurbishment of a fitness suite which was separated into two different spaces. By building a mezzanine floor we were able to create one large fitness space and improve the environment significantly. Together with a state of the art 150 station fitness suite the works delivered fully refurbished aerobic studio, mind and body studio, a new group cycling studio, top of the range dry changing rooms, modernised café and social space, and refurbishment of reception and circulation areas. This creating a fantastic activity hub for all ages of the community.

The investment into the facility has ensured that Dacorum Borough Council and Everyone Active continue to deliver a service to all the residents at an affordable price, whilst increasing participation and reducing inactivity across the borough. The in-reach and outreach programmes have seen an increase in participation and an improvement of health and well-being.

Key Outcomes
Following the completion of the development programme by September 2018, Everyone Active – Hemel Hempstead has delivered the following key performance outcomes for the contract:

• Attendance increase of 32%
• Membership increase of over 600
• Quest Plus: Excellent
• Attrition average of only 4.3%
• An average internal Health and Safety audit score of 97%
• Successful Open Day with Olympian Max Whitlock, over 3,000 customers engaged and we received positive community support on the day.
case study: Somerset West and Taunton Council, West Region
A £1.2m facility investment programme across five regional facilities. Completed at the beginning of November 2019, with key achievements, including:

• Generated 11,000 Everyone Active Card holders - allowing us to effectively and efficiently communicate with users, and target market areas of low usage communities/areas
• Increased fitness memberships by more than 300 (total 3,806)
• Increased swimming lesson pupils by 150 per week (total 2,188)
• GP referral participation has increased to 447 participants, an increase of 20%.

The Toning Suite at Blackbrook formed a key part of the refurbishment work, focused on two of the Council’s target population groups – older adults and inactive people. The facility has 263 members, attendance has increased to over 840 visits per month, and attendance by males has increased by 400% since August 2019.

Specialised rehabilitation sessions including those for Parkinson’s, Cardiac Rehabilitation, Phase 4, Escape Pain (for those with long term knee or hip pain), circuits and gym-based circuits and a seated Pilates class. These sessions reduce social isolation which has enabled new friendships to form with the participants.

Partnership Working
We worked with a range of partners to support local community events and activities, including:

• The Autumn Walk Well programme in 2019 – encouraging older adults to keep active during colder months. 10 walks are now available weekly, regularly attracting between 90 and 110 people
• Musgrove Park Hospital – Beacon Centre, where we regularly attend their moving on days, for patients who have recently finished cancer treatment and provide information about our GP referral programme and other opportunities to participate in walks or centre based activities.
• ‘Community One Team’ – a wide range of organisations to support vulnerable communities by delivering activities such as the ‘Wacky Wednesday’ community holiday play day.
• Launched the EA Sporting Champions programme, which helps support 10 local athletes across the District.
Everyone Active video gallery:
Plans for the next 12 months
We will be working closely with our local authority clients and other partners to give confidence to our customers that they can safely return to our leisure facilities following the pandemic.

We will be working hard to re-establish the activity plans, coaching courses and tuition programmes which have been stalled by the pandemic, and we will focus closely on the commercial performance of the business to ensure we return to a sustainable financial model before the end of the year.
Key personnel
David Bibby, Managing Director
Pete Williams, Business Development Director
Ben Beevers, Group Development Director
Key customers
Our key customers are local authorities including district, borough, city and county councils.
“To successfully deliver on their contract bid, clear and robust mobilisation plans were developed and presented that gave us as a council, assurance that the contract was in safe hands. SLM was proactive throughout this stage and continues to be forward-thinking and progressive in its approach with us as its client.”
– Steve Hughes, Project Manager, Somerset West & Taunton Council
updates & press releases
13 Jun 2022
Everyone Active’s Sporting Champions scheme to support over 1,000 talented athletes
Talented athletes across the UK are set to gain much-needed support as part of a sports talent development programme.

Now in its sixth year, Everyone Active’s Sporting Champions scheme will provide more than 1,000 athletes with mentoring days and free access to more than 200 leisure facilities across the country.

Athletes accepted on the scheme are from a variety of sports, including three-time English taekwondo champion Joshua Iyalla, freestyle kayaking’s double junior world champion Ottilie Robinson-Shaw, double Paralympic 200m gold medallist Richard Whitehead MBE, 2021 European U23 100m champion Jeremiah Azu and junior GB ice dancer Lily Bakhtiari.

Alongside access to training facilities at Everyone Active centres, equivalent to more than £360,000 in free centre facilities, Sporting Champions will receive valuable mentoring and guidance from some of the UK’s most influential sports stars.

Olympic silver medallist Colin Jackson will continue to support the scheme as an Ambassador, a role he’s played since 2016. He will be working alongside a newly-appointed panel of Elite athletes to make sports more accessible within local communities.

The impressive line-up of Elite athletes features Olympians and Paralympians including Lutalo Muhammad, Jennifer and Jessica Gadirova, Richard Kilty, Lauren Steadman, Kadeena Cox and Maisie Summers-Newton*. Their combined experience and expertise will help to support athletes through one-to-one and group mentoring sessions.

Colin Jackson said: “I’m incredibly proud to be involved in a scheme that is so dedicated to supporting athletic talent from grass roots up.

“This year, I’ll be working alongside some truly talented Elite athletes to help rising sports stars reach their goals.

“The Sporting Champions scheme has helped thousands of up-and-coming athletes to achieve their sporting dreams and I can’t wait to see what this year’s intake go on to achieve.”

Everyone Active Managing Director, David Bibby, said: “Everyone Active’s Sporting Champions scheme has been very successful in providing exceptional support to emerging talent and we are delighted to be once again supporting athletes across the country on their journey to success.

“It’s fantastic to see how the scheme has expanded over the years, now providing more than 1,000 athletes nationwide with access to top-quality training facilities and giving them an opportunity to learn from our elite level athletes.

“We are proud to make a real difference to our athletes’ careers and we can’t wait to see what this year’s scheme will deliver.”

Sporting Champions will also receive free unlimited access to the Everyone on Demand app, providing them with more than 500,000 at-home workouts from leading fitness brands, including WithU, Flex and Les Mills on Demand.

To find out more about the Everyone Active’s Sporting Champions scheme, visit or follow @easportingchamps on Instagram. For further information on Everyone Active, visit
Everyone Active’s Sporting Champions scheme provides athletes with mentoring days and free access to facilities Credit: Everyone Active
04 May 2022
New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.

Derby City Council has appointed Everyone Active, a leading UK leisure operator, as its partner to manage the new £42 million iconic facility and the adjacent Moorways Stadium, with its outdoor athletics track and field facilities, and football pitches.

The sporting complex has several attractions, including a state-of-the-art Water Park, with the only wave-creating Wow ball in use in a UK public pool. It also has two four-storey flumes, the first wave rider in England, a racer slide and fun water play area for families.

The local community will have access to a 50m pool with moveable floors and booms which can be divided into three 25m length pools of varying depths, offering flexibility for club and leisure use. There is seating for over 400 spectators. A separate teaching pool, with a depth of 1 metre, can be screened off for private hire and children’s parties.

A spa area with a sauna and steam room complements the swimming offer, and further attractions include a café area with views over the Water Park and 50m pool. The café also has a soft play area, with a separate, larger soft playroom by the main reception.

There will also be a 120-station gym, meeting rooms available for hire and three fitness studios, one with views across to the Moorways Stadium.

Accessibility has been designed into the building, with features including a Changing Places changing room and toilet, in-built steps and a lift into the main swimming pool, and a Poolpod lift to enable independent entry into the water. The teaching pool has a portable iSwim hoist to provide convenient access.

Everyone Active’s regional director, Paul Dowling, said: “This is an extremely exciting time for Everyone Active, and we’re delighted to have been chosen to support people in Derby and the surrounding areas with the means and motivation to get active.

“As a company that started out 35 years ago by running a single site in the Midlands, it is fantastic to work in partnership with Derby City Council in this area.

“We remain unwavering in our commitment to provide leisure services and facilities that meet the unique needs of individual communities. All our partners share our ambition of improving lives through activity, and we’re excited to support the Council to achieve their health and wellbeing outcomes.

“This wonderful new facility has an activity for everyone, no matter what your age, interests or ability and will serve the local community for years to come.”

A team of top sports stars led by six-times Paralympic medallist Kadeena Cox and former world champion swimmer Mark Foster are set to attend the grand opening of the new Moorways Sports Village on Saturday, May 21.

Claire Davenport, Derby City Council’s Director of Leisure, Culture and Tourism, said: “This has been a very exciting project and thanks to a great team, we are able to bring state-of-the-art leisure facilities to the city. We are thrilled that the much-anticipated opening will enable the people of Derby and beyond to get the opportunity to enjoy them.

“Working with construction company Bowmer and Kirkland, Faulkner Brown Architects and Mace we are proud to have delivered this project on time and on budget. This is a great credit to everyone involved given the challenges of Covid and increased costs in the industry.

“The high standard of facilities delivered and flexible swimming space at Moorways will accommodate competitions, clubs, lessons and leisure swimmers. We are delighted to have Derby’s first Water Park to draw in visitors to have fun from across the region. The café and soft play areas will enable families to make the most of their time here.

“Having Moorways Stadium next door, with its outdoor track capable of hosting national competitions, alongside outdoor pitches, we have delivered a wider vision and have created a real sports village for our city. This flows over into the adjacent park, which has recently had a new BMX track.

“We are pleased to have Everyone Active on board as our leisure operating partner, who specialise in encouraging communities to be active, maximising the opportunities these fantastic facilities provide.”
Derby City Council has appointed Everyone Active to manage the new £42m Credit: Everyone Active
19 Apr 2022
Everyone Active launches free memberships for people with Parkinson’s
Award-winning leisure operator, Everyone Active is offering free membership to people living with Parkinson’s. The new initiative was launched in partnership with charity Parkinson’s UK on World Parkinson’s Day – Monday, 11 April.

The free membership will give access to gym, swim and group exercise classes.

In addition, all members will be offered a personalised exercise prescription through EXi, the easy-to-use exercise referral platform, with Synergy Dance online classes also available. Free carer membership will be available, if required.

Parkinson’s is the fastest-growing neurological condition in the world and there is currently no cure. It affects around 145,000 people in the UK and there are more than 40 symptoms, from tremor and pain to anxiety.

Being physically active can play an important role in living well with Parkinson’s. People living with the condition find various activities, from walking to dance, beneficial in managing their symptoms.

Rebecca Phillips Everyone Active’s Strategic Lead for Health and Wellbeing, said: “As a business, we’re pleased to launch new partnerships that will support the health and wellbeing of the communities in which we operate and increase the support for those from less advantaged groups.

“Over the next month, we will increase the focus we place on these aspects of our activities and deliver new approaches which provide real measurable benefits to people.

“As part of our support for people with Parkinson’s, we are immensely proud to launch this partnership with Parkinson’s UK and hope it will make a real difference to many people’s lives.

“We want to encourage the whole Parkinson’s community to exercise and are confident we have an activity for all, no matter what your age, ability or fitness level.

“Being more active will help members to live well with Parkinson’s, improving their physical fitness and mental wellbeing, as well as having fun.”

Tom Ingram, Corporate Partnerships Manager at Parkinson’s UK, said: “We’re delighted to partner with Everyone Active, who have very generously offered complimentary membership for people living with Parkinson’s and their carers.

“Being physically active is important for everyone. It supports both physical and mental health and depending on what you choose, can provide social support and interaction, all of which can really help people living with Parkinson’s and those providing informal care.

“Developing a regular physical activity habit can make a person feel more in control when living with the condition. Quality of life can be enhanced and independence and confidence maintained.

“We hope that with the support of Everyone Active, the Parkinson’s community can enjoy physical activity and use it to make a real difference to their lives.”

For further information or to join, visit
Everyone Active is set to offer free membership to people living with Parkinson’s Credit: Everyone Active
09 Mar 2022
New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.

Everyone Active started the one-year partnership with charity Level Water on 1 March 2022, to help develop swimming for up to 500 children every year across the UK.

The swimming programmes will support children with disabilities, between the ages of 4 and 11, to develop essential swimming skills. Everyone Active will run the private swimming lessons at 54 pools, and Level Water will provide specialist training for Everyone Active swim teachers.

Level Water uses the power of swimming to improve the lives for children with disabilities. In the UK, access to swimming is not equal. Level Water gives children with disabilities the opportunity to learn to swim by working together with pools to provide one-to-one swimming lessons for the same price as a standard group lesson.

Everyone Active’s group aquatic and activity manager, Ian Cotton, said: “We are proud to support the fantastic work of Level Water. Over the next year, we look forward to supporting the swimming development for hundreds of children with disabilities and engaging them with the fun of swimming.

“Inclusivity is one of the Everyone Active core values, so we’re delighted to partner with Level Water who are making a real difference to support children with disabilities.”

Level Water’s CEO, Ian Thwaites, said: “Swimming isn’t just a life skill; it’s a source of passion, play and fun for so many of us. Swimming is also unique amongst sports in the benefits and opportunities it offers to people with disabilities.

“We are delighted to be working with Everyone Active nationally, to be able to support so many more children learning to swim, and to give them a great start to their swimming journeys.”
Everyone Active started the one-year partnership with charity Level Water on 1 March 2022 Credit: Everyone Active
10 Feb 2022
Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.

Launching on 7 February, Award-winning leisure operator Everyone Active will host This Girl Can Classes at 30 leisure centres across the country, as part of Sport England’s campaign of the same name.

The classes, created by EMD UK in partnership with Sport England, seek to encourage women who are not currently active to give exercise a go.

And with the most recent Active Lives Adult Survey showing that women remain less likely to be active than men, it is hoped the new classes will help to redress the balance.

Everyone Active will stage hour-long This Girl Can Classes, with social time before and after. Each class is split into sections which include a warm-up, two 10-minute exercise blocks and a cool-down.

The blocks include any combination of dance fitness, boxing fitness, move, tone or yoga-inspired stretch, so participants can experience a variety of activities. The classes are designed to be an accessible stepping stone which allows less active women to discover the group exercise style that works for them. Everyone Active membership is not required to participate.

Everyone Active class leaders have undergone a This Girl Can Classes instructor training course with EMD UK. The training is endorsed by CIMSPA.

Everyone Active's Group Development Director Ben Beevers, said: “Inclusivity remains at the core of the Everyone Active values and we’re delighted to support the brilliant work of the This Girl Can campaign.

“Our facilities are open to everyone, so we want to ensure we offer opportunities for more women to get active and have fun in a supportive environment and believe these classes provide an ideal route into regular physical activity, for those who wish to take it further.

“The classes are accessible and are designed to appeal to women who would like to dip their toe in the water and see how their local leisure centre can help them get healthy and improve their fitness.”

Shelley Meyern, Head of Operations and Projects at EMD UK, says “It has been brilliant to work with Everyone Active on launching these classes. The centres and instructors have a great enthusiasm and desire to assist the women that the classes have been designed for. From the physical and mental benefits that being active can bring, to the social connections we can make, every woman deserves to feel the benefits of getting active. At This Girl Can Classes, you can be reassured that there are no wrong moves, and everyone can take it at their own pace. We want women to come and do their worst.”
Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign Credit: Everyone Active
09 Feb 2022
Everyone Active achieves £100,000 fundraising target for Macmillan Cancer Support
Leisure operator, Everyone Active has reached a milestone fundraising amount for national charity Macmillan Cancer Support.

Everyone Active is in its third-year of the partnership with Macmillan Cancer Support, and the amount raised has surpassed £100,000 for the charity. The funds will go a long way to support Macmillan, enabling them to provide support to people living with cancer.

The partnership launched back in August 2019 and has seen Everyone Active’s colleagues and customers at over 200 leisure centres get involved in fundraising events and challenges to raise funds and awareness for the charity.

In the most recent fundraising event, a team of colleagues and customers joined forces to raise money for the charity – by completing an epic 24-hour swim at Uttoxeter Leisure Centre.

The challenge began at 5pm on December 19th, with Uttoxeter Town Mayor Councillor Chris Sylvester announcing the start, and individuals being split into 30-minute slots in a bid to complete as many lengths as possible.

The team of swimmers achieved an overall distance of 4,691 lengths – a mammoth total of 73 miles, whilst raising more than £1,000.

Everyone Active’s group development director, Ben Beevers said: “Thanks to the support of our colleagues and customers at leisure facilities across the country, we are delighted to have raised a phenomenal amount of money and make a real difference to those affected by cancer.”

Lisa Sainsbury, Relationship Fundraising Manager for Macmillan Cancer Support, said: “Almost of all of Macmillan’s income is generated by fundraising activity and the demand on Macmillan’s services has never been greater. We are so grateful to Everyone Active for raising money for Macmillan to help us to do whatever it takes to support people living with cancer.

“We couldn’t be prouder of the people who want to get out there and support us and it’s been a pleasure to work with Everyone Active, as they have been so passionate about raising as much money as possible, and all their hard work has paid off tremendously.

“Macmillan have suffered a huge fall in income due to the pandemic, and this phenomenal amount of money will go a long way to providing the vital services that Macmillan funds, at a time when our support is needed more than ever.”
Everyone Active has raised more than £100,000 for Macmillan Cancer Support Credit: Everyone Active
Everyone Active: news from and
The new £42m Moorways Sports Village will open its doors to the public on Saturday 21 May. The community-focused development is the result of a partnership between Derby City Council and Everyone Active – which will run the facility and the adjacent Moorways Stadium with its outdoor athletics track and football pitches.
Eight of the top 20 private health club operators in the UK have grown their estates since 2019 – in spite of the pandemic – while three more have retained the same number of locations.
Service men and women across the country are being invited to get active for free at Everyone Active centres in celebration of Armed Forces Day.
Everyone Active has expanded its digital fitness platform, Everyone on Demand, with the addition of four new content partners.
Everyone Active has signed a number of new deals which will see the operator strengthen its digital product offering, Everyone on Demand.
Leisure centre operator Everyone Active has formed a partnership with WW (formerly called Weight Watchers), which will see the two combining their exercise and dietary services.
Everyone Active: featured in Sports Management, HCM and Fit Tech magazines
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Supplier showcase: Speedflex: Thriving together
Speedflex has created a synergistic partnership with Everyone Active to deliver a new boutique concept – FORTIS Powered by Speedflex
Everyone Active
Tel: 01455 890 508
Address: 2 Watling Drive, Sketchley Meadows , Hinckley, Leicestershire, LE10 3EY, England
David Bibby, Managing Director
Everyone Active video gallery:
Key personnel
David Bibby, Managing Director
Pete Williams, Business Development Director
Ben Beevers, Group Development Director
Key customers
Our key customers are local authorities including district, borough, city and county councils.