Alliance Leisure has made a raft of new appointments across its business development team to support increasing demand for new leisure developments across the UK.

This growth follows Alliance Leisure’s appointment as Leisure Development Partner to Denbighshire County Council’s new UK Leisure Framework. Launched in February, the Framework makes the development of public sector leisure facilities development more efficient and affordable, and has already resulted in a number of significant new contract wins for Alliance Leisure.

To accommodate this increase in new business, James Foley has been appointed to the new position of Commercial Director. James joined Alliance Leisure in 2012 as Business Development Manager of the North. Prior to this appointment, James enjoyed a 20-year career in leisure specialising in facility development, company strategy, operational management and marketing. In his new role, James will oversee the delivery of new projects.

Joining James on the senior management team are Tom Fairey and Julia Goddard. Both have been promoted to Senior Business Development Manager in recognition of their valuable contribution to the business. The senior team will continue to work with the growing portfolio of public sector partners to regenerate leisure provision across the UK.

Alliance Leisure has also introduced three new Business Development Managers. Ruth Doyle has 20 years’ account management and business development experience in the property sector, while Will Gardner, previously Account Manager at Alliance Leisure, and Gillian Dunster, formerly Partnerships Manager at Alliance Leisure, also join team. Finally, Jeremy Bradbury joins the company as Business Support Manager following his former role as Business Development Manager with 1Life.

Sarah Watts, Founder and CEO at Alliance Leisure, says: “In order to continue to meet the needs of our growing portfolio of public sector clients and achieve our ambitious business growth objectives, it has become necessary to expand the senior team. Our aim is always to promote from within where possible so I am really pleased that we have been able to offer new challenges to our existing, loyal and dedicated team members. I am excited to welcome the newcomers, all of whom I have no doubt will add huge value and experience. These are indeed exciting times and I am really looking forward to seeing what we can achieve together over the next few months.”

Alliance Leisure was recently awarded the Outstanding Achievement Award by ukactive at the annual FLAME Awards, recognising the huge contribution the company has made over the last decade to getting more people, more active more often.



New 3G Pitches for St Asaph Leisure Centre

The completion of new 3G pitches at St Asaph Leisure Centre marks the first development completed under the UK Leisure Framework.  Completed on-time and under-budget the £1/4m investment sees the local school gain first-class facilities that can be used by all the community.  St Asaph Leisure Centre is operated by Denbighshire County Council and this project is one of many currently being looked at by Alliance Leisure.  For updates on the Rhyl Waterpark development please click here.


Alliance Leisure win ukactive Flame awardIn official recognition of the huge contribution Alliance Leisure has made to getting more people, more active, more often, the private leisure development company has been presented with the Supplier of the Year’s Outstanding Achievement award by the physical activity sector’s trade association.

The award presentation was made at the annual ukactive FLAME Awards, attended by more than 1,000 employers and suppliers in the physical activity sector.

On collecting the award, Sarah Watts, Founder and CEO at Alliance Leisure, says: “Over the years we have worked in partnership with more than 100 public sector leisure providers to regenerate hundreds of tired and struggling leisure facilities, creating new, innovative and aspirational environments where people want to be physically active.

“In addition to encouraging more people from all aspects of the community to lead a healthy, active lifestyle, our regeneration projects offer our public sector clients new opportunities to generate significant income. We are over the moon that our work has been official recognised and look forward to many more years supporting ukactive in its ambition to get more people, more active, more often.”

Steve Ward CEO, ukactive, adds: “Alliance Leisure is a forward thinking, innovative company which continues to challenge the way the public sector caters for community leisure needs. As the need to focus more on preventative care becomes apparent, it is companies like Alliance Leisure that will ensure our leisure facilities are fit for purpose and able to play a key role in the delivery of this solution.”

The Flame Awards were a fitting finale to two days of educational conferences organised by ukactive, which offered invaluable insight, networking and discussion for all those in attendance. A packed programme for the Flame Conference included a Q&A with legendary Olympian, Jason Kenny, who spoke at length about the habits and decisions that breed success.

In addition to this recent accolade, Alliance Leisure has also recently been appointed Leisure Development Partner of the Leisure Framework launched this year by Denbighshire County Council. The Framework makes it much more efficient and affordable for public sector organisations to design, refurbish, construction, equip and develop leisure centres, theatres, play facilities, recreation facilities and sports facilities. This appointment supports Alliance Leisure’s ambition to work with public sector partners to make leisure provision affordable, accessible and inspiring for all.

Tournament Wins for Alliance Sponsored Teams

It has been a great finish to the football season for two teams sponsored by Alliance Leisure.

Berrow Juniors won the Burnbridge Wanderers Youth Football Festival as under 12s group winners.

And congratulations to Ascot United’s under 9s Royals team as they won their recent weekend tournament (led to victory by their manager and our very own Paul Woodford!)

Development Completed at Pontypool Active Living Centre

torfaenAfter the success of the Cwmbran Stadium development Torfaen Leisure Trust worked with Alliance Leisure to develop and invest in its leisure facility at Pontypool.

The £450k investment project was completed on time and under budget and consisted of:

– Refurbishment of the fitness studio, including interior design and accessing the stunning views over the park
– Brand New Technogym equipment
– Creation of a spin studio
– Enhancement of the café

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£800k Investment Completed at Exmouth Leisure Centre

Alliance ExmouthWork has completed on an £800k investment into the leisure facilities at Exmouth Leisure Centre.  The centre, operated by LED Leisure Management, commenced back in October and has seen the transformation of the changing rooms into a modern village-style configuration.  A new reception area has also been incorporated into the design.  The project has been part funded by £300k through Sport England.

Exmouth Leisure Centre

Exmouth Leisure Centre


Alliance Leisure - UK Leisure framework agreementThe development of public sector leisure facilities is set to become more efficient and affordable after Denbighshire County Council appointed Alliance Leisure to lead its new UK Leisure Framework.

As the Leisure Development Partner of the new Framework, Alliance Leisure will facilitate the delivery of design, refurbishment, construction, equipping and development of leisure centres, theatres, play facilities, recreation facilities and sports facilities across the UK public sector and will also provide marketing support.

The announcement comes as funding cuts are forcing many local authorities to divert cash from leisure to maintain essential services leaving much of the UK’s ageing public leisure stock overdue for redevelopment.

The new Framework makes it easier and more cost-effective for public sector leisure providers to scope, develop and deliver physical leisure developments as well as cultural and marketing related services. It follows the successful relationship between Alliance Leisure and Denbighshire County Council during which has seen the development of eight projects over the last four years.

“The introduction of this Leisure Framework is hugely significant,” says Councillor Hugh Evans, Leader of Denbighshire County Council. “Traditionally, procuring development works is a costly and time consuming headache for local authority leisure providers. The Framework will simplify the whole process making it more cost and time efficient. It will also ensure only suppliers with proven track records are engaged, mitigating the risk involved when selecting delivery partners to ensure value for money to the public sector.”

The Framework is open to any public sector organisation including local authorities, leisure trusts and private limited companies operating leisure facilities on behalf of UK public sector clients.

Sarah Watts, CEO, Alliance Leisure, says: “Denbighshire County Council is leading the way with this Framework, which is focused on reducing costs and improving efficiencies for both the client and the contractor, ensuring a larger percentage of the client’s overall budget is allocated to the development project, rather than the procurement process.

Rhyl Leisure Centre - Alliance Leisure“The option to use the Framework’s marketing services is also unique. Alliance Leisure is able to provide these services on an income-share basis, without the need for any upfront payment. The client is then only required to make payments when pre-agreed income targets are met.”

To reflect the individuality of every project, Alliance Leisure has selected a number of contractors, architects, specialist leisure advisors and equipment suppliers, to provide Framework services across a number of categories including; feasibility studies and business planning, design management and services, construction, sourcing and provision of private funding, marketing, branding and sales development and equipment provision.

Procured in accordance with EU Procurement Regulations by Denbighshire County Council, the Framework term is four years, commencing on February 1, 2017 and the Board comprises of Officers from Denbighshire County Council and representatives from Alliance Leisure. The Leisure Framework has a potential value of £750 million and the maximum value of any project awarded under the Framework is £20 million.

For more information, visit

Official Signing of the UK Leisure Framework

Denbighshire 3

The 31st January 2017 marked a significant day in the life of UK leisure as a 4-year framework agreement was signed by Denbighshire County Council and Alliance Leisure.

Cllr Hugh Evans, Leader of the Council, Paul Cluett, MD of Alliance, and Jamie Groves, Head of Facilities, Assets and Housing, all put pen to paper to make the Framework official.

More details will follow but early enquiries are to be directed to the following: or call 01278 444944

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Lancaster Alliance Salt Ayre EntranceAs part of a 10-year development partnership between Lancaster City Council and Alliance Leisure, the first phase of the exciting £5m redevelopment of Salt Ayre Leisure Centre has now been completed.

The project has been delivered in partnership with specialist leisure developer Createability, who have carried out the construction works on the 6605 sq m centre, alongside architects Bignell, Shacklady, Ewing, with the consortium delivering the project from concept stage through to the completion working closely with the Council appointed team.

Alliance Leisure’s development lead, James Foley, says: “The whole ethos for the project has been to create a vibrant environment that stimulates participation by reinvigorating the traditional approach to the health, fitness and wellbeing offer with new technology and solutions.”

The first phase of works is now complete and open to the public. It includes a ground-breaking Les Mills Immersive Studio featuring the Trip ™, a new 80 station fitness suite, a redesigned and fully catered barista-style café, an adventure play area and XHeight climbing wall. The second phase of the project is now well underway.

Lancaster Alliance Salt Ayre Immersive 1Simon Kirby, Sports and Leisure Manager at Lancaster City Council, says: “Our aim has been to create an inspirational destination so members of our community and from across the region can come and enjoy a wide range of new and innovative physical activities. This is exactly what Alliance Leisure, Createability and the team of specialist contractors have achieved. We are already experiencing a significant increase in usage with over 300 new fitness members joining since opening a few weeks ago. We anticipate this will rise even further when the project completes in the summer.”

Following market testing and an in-depth fitness product review, Alliance Leisure worked seamlessly with Precor as principal equipment supplier. The gym showcases cardiovascular pieces including the new Experience™ Series EFX® 800 with converging CrossRamp® and fitted with the latest P82 consoles, Discovery ™ Series Power and Half Racks, a range of strength machines and a free standing Queenex functional training unit.

Lancaster Alliance Salt Ayre Gym 3The centre is the first owner-operated local authority facility in the country to offer the full Les Mills Immersive Studio experience. Participants are inspired by cinema quality, live concert experiences and interactive gaming, held in this bespoke themed space and led by live instructors.

Ian Cotgrave, Managing Director of Createability, comments: “This project is one of several currently being undertaken throughout the UK and show cases what refurbishment of older building stock can achieve. The building work at Salt Ayre Sports Centre will totally transform the facility into one of the most outstanding leisure amenities in the area and we are delighted to have worked with the team to achieve this.”

Phase two of the project launched in November when works began on the installation of Europe’s first Flight Tower, a multi-level outdoor tower and epic adventure installation. The ‘Gravity’ concept, brought about by Alliance’s research from successful centres in the US and built by expert adventure builders, Hangfast, will invite people to abseil, zip-line or free-fall from its 60ft platform offering an adrenaline rush like no other.

Lancaster Alliance Salt Ayre VerTGo 2The final phase of the development will see the design and build of a health and wellbeing hub, housed in a new 540 sq m extension. Utilising the latest innovations in relaxation and holistic treatments, such as a water mill sauna, the spa is scheduled to complete this summer.

In addition to the development project, Alliance Leisure has also entered into a client support partnership with the council to provide support across a variety of core functions including marketing, staff training and sales services to ensure the continued operational and financial success of the project.

Sarah Watts, CEO, Alliance Leisure concludes: “Working hand in hand with the council and our construction partners we will continue to deliver exciting, diverse and sustainable leisure facilities for the whole community. When this project completes in a few months, the people of Lancaster will have a leisure provision to be proud of.”