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Leisure Centres and Swimming Pools - UK - September 2015

"Public leisure centres and swimming pools have outperformed the sports participation market as a whole in sustaining the gains made around the London 2012 Olympics but now face a future in which deepening funding cuts will place huge pressure on budgets and push local authorities to adopt a more commercial and partnership-based approach to investment and provision."

- David Walmsley, Senior Leisure Analyst

This report covers the following areas:

  • What will the leisure centre of the future look like?
  • How can centres and pools attract more visitors?
  • How can operators promote usage of non-sport facilities?

Public leisure centres and swimming pools have outperformed the sports participation market as a whole in sustaining the gains made around the London 2012 Olympics but now face a future in which deepening funding cuts will place huge pressure on budgets and push local authorities to adopt a more commercial and partnership-based approach to investment and provision.

Centre and pool admissions remain resilient but are increasingly reliant on core users as the overall customer base continues to shrink. High levels of satisfaction with services and facilities suggest this core business is solid but operators need to address more negative perceptions around overcrowding, pricing and sociability to widen their player pool.

Technology is arguably the one area in which rapid improvement could have the biggest effect on user experience, in everything from access to goal setting and satisfaction in sports activities to raising both awareness of non-sport facilities and the attractiveness of them.

This report covers local authority-owned leisure centres and swimming pools, including facilities run on a ‘dual use’ basis, eg facilities housed within schools etc that are available for use by the public at certain times of the day or week.

Private health and fitness clubs are excluded from the coverage of this report, as are all other private facilities that are not open to the general public, such as those reserved for employees, or for club, association or trade union members.

Where reference is made to data on public sports centres sourced from The Leisure Database Company, the use of the term ‘Public Sports Centre’ relates to both availability and core facilities.

In availability terms, the definition excludes those venues not available to the general public on a ‘pay-and-play’ basis or for club use only (usually applicable to education-based sites). The Leisure Database Company definition also refers specifically to a venue with one or more of the following core facilities: health and fitness, swimming pool (indoor or outdoor) or sports hall.

 

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • Commercial thinking to counter the cuts
          • Figure 1: Leisure centre and swimming pool revenues, 2010-20
        • Potential for growth in non-sport facilities
          • Figure 2: Estimated breakdown of leisure centre and swimming pool revenues, 2015
        • In outsourcing we trust
          • Figure 3: Leisure centre and swimming pool numbers, by operator type, April 2015
        • Only one in three adults visit leisure centres and pools
          • Figure 4: Leisure centre and swimming pool visitors, June 2015
        • Happy customers feel the quality and the width
          • Figure 5: Satisfaction with individual elements of leisure centre and swimming pool facilities and services, June 2015
        • Wi-Fi makes the connection for Millennials
          • Figure 6: Incentives to use non-sporting facilities at public leisure centres and swimming pools, June 2015
      • Issues and Insights

        • What will the leisure centre of the future look like?
          • The facts
            • The implications
              • How can centres and pools attract more visitors?
                • The facts
                  • The implications
                    • How can operators promote usage of non-sport facilities?
                      • The facts
                        • The implications
                        • The Market – What You Need To Know

                          • Commercial focus prioritises revenue generation
                            • New venues help diversify income streams
                              • Centres branch out to escape falling participation rates
                                • Spending cuts the major threat to future provision
                                  • Centres and pools act as agents for change on public health
                                    • Potential of technology still to be explored
                                    • Market Drivers

                                      • Sports participation takes a dive
                                        • Figure 7: Change in once a week participation in Sport England-funded sports, April 2014-March 2015 V October 2013-October 2014
                                      • Leisure centres vulnerable to continuing public spending cuts
                                        • Figure 8: Local authority spending on sport and leisure services, 2010/11-2013/14
                                      • Rising wages to ease cost pressures for some
                                        • Figure 9: Trends in inflation and wages growth, March 2010-February 2015
                                      • Leisure centres to play key role in improving public health
                                        • Figure 10: Public health issues with which councils are most concerned, January 2015
                                      • A more even playing field in public/private competition
                                        • Figure 11: Health and fitness club membership numbers, 2010-14
                                      • Mobile technologies bring in business
                                        • Figure 12: Ownership of mobile phones, by age, November 2014
                                      • Energy prices raise sustainability pressure
                                          • Figure 13: Price of fuels purchased by non-domestic consumers, 2009-15*
                                      • Market Size and Forecast

                                        • Market clings on to Olympic gains
                                          • Figure 14: Leisure centre and swimming pool revenues, 2010-20
                                        • Forecast
                                          • Figure 15: Forecast of leisure centre and swimming pool revenues, 2010-20
                                      • Segment Performance

                                        • Centre numbers hold steady despite cuts
                                          • Figure 16: Leisure centre and swimming pool numbers, by type of facility, 2013-15
                                        • Will centres go beyond sport?
                                          • Figure 17: Estimated revenue breakdown of leisure centres and swimming pools, 2013-15
                                      • Key Players – What You Need to Know

                                        • Charity pays
                                          • Century for leading pair
                                            • New facilities go wild
                                              • Taking a plunge on crowdfunding
                                                • Future ambitions move upscale
                                                  • Major players keep admissions edging upwards
                                                  • Market Share

                                                    • Trust model emerges to advantage of all
                                                        • Figure 18: Leisure centre and swimming pool numbers, by operator type, 2013-15
                                                      • Leading operators go ton up
                                                        • Figure 19: Leading operators of leisure centres and swimming pools, by turnover and centre numbers, August 2015
                                                    • Companies and Brands

                                                        • Greenwich Leisure Limited (GLL)
                                                            • Figure 20: Greenwich Leisure Limited key financials, 2012 and 2013
                                                          • Sports and Leisure Management Limited (SLM)
                                                            • Figure 21: Sports and Leisure Management Limited key financials, 2013 and 2014
                                                          • Places for People Leisure
                                                              • Figure 22: Places for People Leisure key financials, 2013 and 2014
                                                            • Fusion Lifestyle
                                                              • Figure 23: Fusion Lifestyle key financials, 2013 and 2014
                                                            • Parkwood Leisure Limited
                                                                • Figure 24: Parkwood Leisure Limited key financials, 2013 and 2014
                                                              • Serco Leisure
                                                                  • Figure 25: Serco Leisure key financials, 2012 and 2013
                                                              • Launch Activity and Innovation

                                                                • Wild swimming comes to the city
                                                                  • Crowdfunders take the plunge
                                                                    • Volunteers pick up the pieces
                                                                      • Luxury (and abstract) for the people
                                                                        • Alternative sports stack up
                                                                        • The Consumer – What You Need To Know

                                                                          • Target women to stem visiting decline
                                                                            • Help parents get back in the old routine
                                                                              • Social swimming to make a splash beyond the pool
                                                                                • Club feel can raise satisfaction rates
                                                                                  • A higher profile for non-sport facilities among players
                                                                                    • Wi-Fi connections to strengthen link between bar and gym
                                                                                    • Leisure Centre and Swimming Pool Visiting

                                                                                      • Fewer people visiting centres and pools
                                                                                        • Figure 26: Leisure centre and swimming pool visitors, June 2015
                                                                                      • Non-urban areas are under-served
                                                                                        • Figure 27: Leisure centre and swimming pool visitors, by area of residence, June 2015
                                                                                      • Time pressures threaten frequency of visiting
                                                                                        • Figure 28: Frequency of visiting leisure centres and swimming pools, October 2013 and June 2015
                                                                                    • Motives for Visiting

                                                                                      • Springing the parent trap
                                                                                          • Figure 29: Reasons for visiting leisure centres and swimming pools, June 2015
                                                                                        • Spectators see the bigger picture
                                                                                            • Figure 30: Visiting leisure centres and swimming pools for non-sport activities, by other reasons for visiting, June 2015
                                                                                        • Leisure Centre and Swimming Pool Activities

                                                                                          • Taking the fun session beyond the pool
                                                                                            • Figure 31: Most popular leisure centre and swimming pool activities, June 2015
                                                                                          • Sports seek a more frequent player base
                                                                                            • Figure 32: Leisure centre and swimming pool activities, by frequency of leisure centre and swimming pool visiting, June 2015
                                                                                          • Variety to spice up user repertoires
                                                                                            • Figure 33: Repertoire of sports activities participated in at public leisure centres and swimming pools, June 2015
                                                                                        • Satisfaction with Facilities and Services

                                                                                          • New breed of public libraries to raise satisfaction rates again
                                                                                            • Figure 34: Overall satisfaction with public leisure centre and swimming pool facilities and services, June 2015
                                                                                          • Staff are friendlier than customers
                                                                                              • Figure 35: Satisfaction with individual elements of leisure centre and swimming pool facilities and services, June 2015
                                                                                          • Use of Non-sports Facilities

                                                                                            • Exit via the gift shop?
                                                                                                • Figure 36: Use of non-sports facilities at public leisure centres and swimming pools, June 2015
                                                                                              • Sweating the centre’s business assets
                                                                                                • Figure 37: Use of non-sports facilities at public leisure centres and swimming pools, by frequency of visiting, June 2015
                                                                                            • Incentives to Use Non-Sports Facilities

                                                                                              • Millennials expect to connect
                                                                                                  • Figure 38: Incentives to use non-sports facilities at public leisure centres and swimming pools, June 2015
                                                                                                • Performance-enhancing incentives break into regular habits
                                                                                                  • Figure 39: Incentives to use non-sports facilities at public leisure centres and swimming pools, by frequency of visiting, June 2015
                                                                                              • Appendix

                                                                                                • Data sources
                                                                                                  • Abbreviations
                                                                                                    • Fan chart forecast
                                                                                                        • Figure 40: Forecast of public leisure centre and swimming pool revenues, 2015-20

                                                                                                    Companies Covered

                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                    Leisure Centres and Swimming Pools - UK - September 2015

                                                                                                    £1,995.00 (Excl.Tax)