Case study - Pendle Leisure Trust

Alliance entered into 5 year partnership in 2002 providing sales, marketing and retention support following development of Pendle’s leisure facilities.  By 2007 and the end of the initial partnership agreement, Pendle had developed a strong brand, an internal sales and marketing team and income had surpassed all expectations. Between 2007 and 2009 income steadily decreased without the support of Alliance and Pendle felt the need to re-engage Alliance’s support and focus. In October 2009 they re-approached Alliance about supporting the sites again and re-commenced a new income-share partnership arrangement for a further 5 years.

Focusing on the culture within the organisation at site management level Alliance continue to provide sales mentoring programmes and effective campaigns designed to drive membership sales. Working alongside the fitness team Alliance have also redeveloped Pendle’s customer journey from initial enquiry to life-long member.Within 12 months of the new agreement fitness income had returned to its previous peak and continued steady growth has been forecast throughout 2011.