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Leisure Centres and Swimming Pools - UK - Jan 2013

“Opening selected facilities 24 hours a day is something which would allow leisure centres to confront the growing threat from budget gyms head on.”

– Michael Oliver, Senior Leisure and Media Analyst

Some questions answered in this report include:

  • How can centres compete with the rise of the budget gym?
  • How can centres reach out to new potential users?
  • How can centres encourage more people to visit?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK market for leisure centres and swimming pools, 2007-17
            • Market factors
              • Energy causes headaches for operators
                • Figure 2: Indexed trend in average price of fuels purchased by non-domestic consumers in the United Kingdom (excluding the Climate Change Levy), 2007-11
              • Centre numbers on the rise despite budget pressures
                • Public health fund: mirage or treasure at the end of a rainbow?
                  • Free sport does well as household budgets squeezed
                    • Mobile device ownership growth presents opportunities
                      • Companies, brands and innovation
                        • Figure 3: Leading operators of leisure centres and swimming pools in UK, by number of sites, January 2013
                      • The consumer
                        • Two in five use leisure centres
                          • Figure 4: Current usage of leisure centres and swimming pools, November 2012
                        • Visiting frequencies suggest further scope for expanding memberships
                          • Figure 5: Frequency of usage of leisure centres and swimming pools, November 2012
                        • Swimming is the dominant activity
                          • Figure 6: Activities done at leisure centres and swimming pools, November 2012
                        • Facilities and service main concerns for members
                          • Figure 7: Attitudes towards leisure centres, by current usage of leisure centres and swimming pools, November 2012
                        • Membership flexibility holds greatest appeal
                          • Figure 8: Attitudes towards potential new services and facilities, November 2012
                        • What we think
                        • Issues in the Market

                            • How can centres compete with the rise of the budget gym?
                              • How can centres reach out to new potential users?
                                • How can centres encourage more people to visit?
                                • Trend Application

                                  • Trend: Experience Is All
                                    • Trend: Green Technology
                                      • 2015 Inspire Prediction: Access Anything, Anywhere
                                      • Market Drivers

                                        • Key points
                                          • Energy issues to the fore
                                            • Figure 9: Average price of fuels purchased by non-domestic consumers in the United Kingdom (excluding the Climate Change Levy), 2007-11
                                            • Figure 10: CO2 emissions of leading leisure centre and swimming pool operators, 2010
                                          • CRC scheme grabs operators’ attention
                                            • Centre numbers on the rise again
                                              • Figure 11: Trends in the number of leisure centres and swimming pools in the UK, 2007-12
                                            • Closures/investments
                                              • Public health strategy shifts further in favour of physical activity
                                                • Outdoor gym growth complements leisure centre provision
                                                  • Attitudes towards sport and exercise harden in tough economic times
                                                    • Figure 12: Trends in agreement with selected lifestyle statements, 2007-12
                                                    • Figure 13: Trends in sports/activities played or taken part in regularly, 2007-12
                                                  • Technology opens up new avenues for operators
                                                    • Figure 14: Trends in broadband penetration, 2007-12
                                                    • Figure 15: Electronic products/services have at home, January and September 2012
                                                  • Economic factors weigh heavily on consumers
                                                    • Figure 16: Trends in inflation and average weekly earnings, 2007-12
                                                    • Figure 17: Trends in UK consumer confidence, January 2010-December 2012
                                                • Who’s Innovating

                                                  • Key points
                                                    • Digital initiatives to the fore
                                                      • Prescribing exercise to tackle diseases, illnesses and ailments
                                                        • Contractors expand into weight management
                                                          • Catch ’em young...
                                                            • ... and keep them when they get old
                                                              • Consulting with the community on price
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Market benefits from competitive pricing and summer of sport
                                                                    • Figure 18: UK market for leisure centres and swimming pools, 2007-17
                                                                  • Forecast
                                                                    • Figure 19: UK leisure centres and swimming pools market size forecast, 2007-17
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Most leisure centres do not have a swimming pool
                                                                      • Figure 20: Trends in numbers of leisure centres and swimming pools in the UK, by type, 2010-12
                                                                    • Trusts look set to overhaul in-house operations
                                                                      • Figure 21: Leisure centres and swimming pools, by type of operator, 2010-12
                                                                    • Ancillary revenues under pressure
                                                                      • Figure 22: Estimated revenue breakdown of leisure centres and swimming pools, 2012
                                                                  • Market Share

                                                                    • Key points
                                                                      • Greenwich Leisure takes top spot by revenue
                                                                        • Figure 23: Leading operators of leisure centres and swimming pools, by turnover, January 2013
                                                                      • Greenwich Leisure also largest operator by numbers of sites
                                                                        • Figure 24: Leading operators of leisure centres and swimming pools, by number of sites, January 2013
                                                                    • Companies and Products

                                                                        • Management contractors
                                                                          • DCL (Holdings) Ltd
                                                                              • Figure 25: DC Leisure Management, clients and sites, January 2013
                                                                              • Figure 26: DCL Holdings Ltd, key financial data, 2011-12
                                                                            • Parkwood Leisure
                                                                                • Figure 27: Parkwood Leisure, clients and sites, January 2013
                                                                                • Figure 28: Parkwood Leisure Ltd, key financial data, 2010-11
                                                                              • Sport and Leisure Management Limited (SLM)
                                                                                  • Figure 29: Sports and Leisure Management, clients and sites, January 2013
                                                                                  • Figure 30: Sports and Leisure Management Ltd, key financial data, 2011-12
                                                                                • Serco Leisure
                                                                                    • Figure 31: Serco Leisure Operating Ltd, clients and sites, January 2013
                                                                                    • Figure 32: Serco Leisure Ltd, key financial data, 2010-11
                                                                                  • Leisure Connection
                                                                                      • Figure 33: Leisure Connection Ltd, clients and sites, January 2013
                                                                                      • Figure 34: Leisure Connection Ltd, key financial data, 2010-11
                                                                                    • Trusts and NPDOs
                                                                                      • Greenwich Leisure Ltd
                                                                                          • Figure 35: Greenwich Leisure Ltd clients and sites, January 2013
                                                                                          • Figure 36: Greenwich Leisure Ltd, key financial data, 2010-11
                                                                                          • Figure 37: Greenwich Leisure Ltd, incoming resources breakdown, 2010-11
                                                                                        • Fusion Lifestyle
                                                                                            • Figure 38: Fusion Lifestyle, clients and sites, January 2013
                                                                                            • Figure 39: Fusion Lifestyle, key financial data, 2010-11
                                                                                            • Figure 40: Fusion Lifestyle, revenue breakdown, 2010-11
                                                                                          • Edinburgh Leisure Ltd
                                                                                              • Figure 41: Edinburgh Leisure sites, January 2013
                                                                                              • Figure 42: Edinburgh Leisure, key financial data, 2010-11
                                                                                            • Aquaterra Leisure
                                                                                                • Figure 43: Aquaterra Leisure, clients and sites, January 2013
                                                                                                • Figure 44: Aquaterra Leisure, key financial data, 2010-11
                                                                                            • Current Usage of Leisure Centres and Swimming Pools

                                                                                              • Key points
                                                                                                • Two in five adults visit a leisure centre
                                                                                                  • Figure 45: Current usage of leisure centres and swimming pools, November 2012
                                                                                                • Leisure centre/swimming pool visitors and users
                                                                                                  • Leisure centre/swimming pool members
                                                                                                    • Pay-as-you-go leisure centre/swimming pool users
                                                                                                      • Potential leisure centre/swimming pool users
                                                                                                        • Non-users of leisure centres/swimming pools
                                                                                                        • Frequency of Usage of Leisure Centres and Swimming Pools

                                                                                                          • Key points
                                                                                                            • More flexibility could increase membership appeal
                                                                                                              • Figure 46: Frequency of usage of leisure centres and swimming pools, November 2012
                                                                                                            • Scope for part-members to upgrade?
                                                                                                              • Figure 47: Frequency of usage of leisure centres and swimming pools, by current usage of leisure centres and swimming pools, November 2012
                                                                                                          • Activities Done at Leisure Centres and Swimming Pools

                                                                                                            • Key points
                                                                                                              • Swimming dominates leisure centre activities
                                                                                                                • Figure 48: Activities done at leisure centres and swimming pools, November 2012
                                                                                                              • Pay-as-you-go users most likely to be (social) swimmers
                                                                                                                • Figure 49: Activities done at leisure centres and swimming pools, by current usage of leisure centres and swimming pools, November 2012
                                                                                                            • Attitudes Towards Leisure Centres and Swimming Pools

                                                                                                              • Key points
                                                                                                                • Leisure centres still have some catching up to do
                                                                                                                  • Figure 50: Attitudes towards leisure centres, November 2012
                                                                                                                • Catering: could still do better
                                                                                                                  • Standard of facilities and service quality are issues for members
                                                                                                                    • Figure 51: Attitudes towards leisure centres, by most popular current usage of leisure centres and swimming pools, November 2012
                                                                                                                • Interest in Potential New Services and Facilities

                                                                                                                  • Key points
                                                                                                                    • Membership flexibility high on consumers’ list of priorities
                                                                                                                      • Figure 52: Interest in potential new services and facilities, November 2012
                                                                                                                    • Round the clock opening appeals most to gym users
                                                                                                                      • Figure 53: Interest in potential new services and facilities, by most popular activities done at leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 54: Interest in potential new services and facilities, by next most popular activities done at leisure centres and swimming pools, November 2012
                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                      • Figure 55: UK leisure centres and swimming pools market size forecast scenarios, 2012-17
                                                                                                                  • Appendix – Current Usage of Leisure Centres and Swimming Pools

                                                                                                                      • Figure 56: Most popular current usage of leisure centres and swimming pools, by demographics, November 2012
                                                                                                                      • Figure 57: Next most popular current usage of leisure centres and swimming pools, by demographics, November 2012
                                                                                                                  • Appendix – Frequency of Usage of Leisure Centres and Swimming Pools

                                                                                                                      • Figure 58: Frequency of usage of leisure centres and swimming pools, by demographics, November 2012
                                                                                                                  • Appendix – Activities Done at Leisure Centres and Swimming Pools

                                                                                                                      • Figure 59: Most popular activities done at leisure centres and swimming pools, by demographics, November 2012
                                                                                                                      • Figure 60: Next most popular activities done at leisure centres and swimming pools, by demographics, November 2012
                                                                                                                      • Figure 61: Repertoire of activities done at leisure centres and swimming pools, by demographics, November 2012
                                                                                                                      • Figure 62: Activities done at leisure centres and swimming pools, by most popular activities done at leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 63: Activities done at leisure centres and swimming pools, by next most popular activities done at leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 64: Activities done at leisure centres and swimming pools, by repertoire of activities done at leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 65: Activities done at leisure centres and swimming pools, by most popular frequency of usage of leisure centres and swimming pools, November 2012
                                                                                                                  • Appendix – Attitudes Towards Leisure Centres and Swimming Pools

                                                                                                                      • Figure 66: Agreement with the statement ‘It’s becoming too expensive now to visit my local leisure centre/swimming pool’ and ‘My local leisure centre/swimming pool is too overcrowded’, by demographics, November 2012
                                                                                                                      • Figure 67: Agreement with the statement ‘Facilities at leisure centres are of a lesser standard than private health clubs’ and ‘I prefer to pay a bit more to use a private health club rather than my local leisure centre/swimming pool’, by demographics, November 2012
                                                                                                                      • Figure 68: Attitudes towards leisure centres, by next most popular current usage of leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 69: Attitudes towards leisure centres, by other current usage of leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 70: Attitudes towards leisure centres, by most popular activities done at leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 71: Attitudes towards leisure centres, by next most popular activities done at leisure centres and swimming pools, November 2012
                                                                                                                  • Appendix – Interest in Potential New Services and Facilities

                                                                                                                      • Figure 72: Most popular interest in potential new services and facilities, by demographics, November 2012
                                                                                                                      • Figure 73: Next most popular interest in potential new services and facilities, by demographics, November 2012
                                                                                                                      • Figure 74: Interest in potential new services and facilities, by next most popular current usage of leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 75: Interest in potential new services and facilities, by other current usage of leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 76: Interest in potential new services and facilities, by frequency of usage of leisure centres and swimming pools, November 2012
                                                                                                                      • Figure 77: Interest in potential new services and facilities, by most popular attitudes towards leisure centres, November 2012
                                                                                                                      • Figure 78: Interest in potential new services and facilities, by next most popular attitudes towards leisure centres, November 2012
                                                                                                                      • Figure 79: Interest in potential new services and facilities, by most popular attitudes towards potential new services and facilities, November 2012
                                                                                                                      • Figure 80: Interest in potential new services and facilities, by next most popular attitudes towards potential new services and facilities, November 2012
                                                                                                                      • Figure 81: Interest in potential new services and facilities, by other attitudes towards potential new services and facilities, November 2012

                                                                                                                  Companies Covered

                                                                                                                  • Aquaterra Leisure
                                                                                                                  • DC Leisure Management Ltd
                                                                                                                  • Edinburgh Leisure
                                                                                                                  • Greenwich Leisure Ltd
                                                                                                                  • Leisure Connection Ltd
                                                                                                                  • London Development Agency
                                                                                                                  • Parkwood Leisure
                                                                                                                  • Serco Leisure
                                                                                                                  • Sports and Leisure Management Ltd

                                                                                                                  Leisure Centres and Swimming Pools - UK - Jan 2013

                                                                                                                  £1,995.00 (Excl.Tax)