The Government hopes this scheme will improve the health and well-being of local communities and support the delivery of local priorities as set out in local area agreements.

But with Sport England estimating that £10 billion is needed to bring leisure centres up to 21st Century standards, many local authorities believe the money, split into four pots dependent on commitment to the scheme, is merely the tip of the iceberg. In fact, independent research from Leisure-net Solutions found that 23% of customers will leave a centre due to the poor quality of its changing facilities, so investing in changing rooms can show a commercial return.

"Our research shows that changing facilities are a key area where the public sector consistently scores lower than the private sector. Whilst local authorities and trusts tend to match or surpass private clubs in terms of service and value for money, they score badly in terms of changing and other ancillary facilities,” said Mike Hill, Managing Director of Leisure-net Solutions.

“In fact through leaver surveys we estimate that up to 23% of people who stop using leisure centres quote changing facilities as a key part of their decision. A high percentage of women use a leisure centre but do not use the changing areas, they just go in do their activity and leave. This could be a key barrier in encouraging people to integrate leisure centres in to their working day. If they’re not comfortable using the showers, lockers and changing rooms, they wont be able to do their activity and go on or back to work!"

Alliance Leisure, which has a proven track record with more than 50 developments in the UK at a capital value of more than £24 million, was specifically created to meet the changing development needs of the public sector and growing Leisure Trust market.

Its design, build and optional funding package can help local authorities and Trusts develop their facilities and take advantage of the Government’s capital reward fund for modernising pool provision. The Alliance package includes all project requirements including design, building works, project management and equipment, delivered on time and on budget, every time. The package saves valuable management time enabling clients to focus on their core business - operating facilities, while Alliance focuses on its core business - developing facilities.

Hatfield Swim Centre members are being treated to a 5 star facility at local leisure centre prices following a £1/2 million redevelopment, funded by Finesse Leisure and project managed by Alliance Leisure, to deliver a brand new changing area complete with two Jacuzzis, a steam room, sauna, foot spa and relaxation area, as well as a new 35-station gym.

Mike Barlow, MD of Finesse Leisure Partnership said: “We chose Alliance Leisure to project manage the work because of its expertise in this field, and we weren’t disappointed. We are delighted with the development, which far exceeds the expectations of a public sector site. We had a 5 star brief, but certainly not a 5 star budget. Alliance has created a top quality facility.”

Alliance Leisure is already delivering sales and customer service skills training for the Welsh Assembly Government’s (WAG) Free Swimming initiative, after £5m of funding was awarded in 2007 for free swimming for children aged 16 and under during the school holidays and older people aged 60 and over outside school holidays.

The swimming development training consists of five modules including Alliance Leisure’s Register of Exercise Professionals (REPs) accredited ‘The Professional Sales Process’ training day, and covers, sales, aftersales, advanced selling, sales planning and outreach, PR and corporate development and customer care.

Graham Kenward, Partnership Manager for Alliance Leisure said: “The sales training element is designed to boost take up of full centre memberships that encourage people to exercise regularily, whilst enjoying the full benefits of swimming, which is free as part of the package.”

Ian Saunders, Leisure Manager, health, fitness and business development for Monmouthshire County Council said: “Alliance produced branded posters, banners, flyers and leaflets to help us promote the health benefits of swimming, as well as all the pool based opportunities on offer at our centres. But Alliance Leisure’s sales training has also helped staff to be more commercially minded and think of creative ways to entice customers to other areas of the centres, so that once the customers are in the door we can encourage them to give some of the other activities a go too!”

And what’s more, this needn’t cost a penny. You’ve all heard of ‘no win, no fee’ legal cases. Alliance Leisure has brought this approach to the leisure industry with its partnership agreement, guaranteeing results with no worry, pressure or up front costs.

Partnership works on a performance related income share basis, so Alliance bears all the costs up front, working to maintain existing members, boost new membership sales and increase overall centre usage, with the site only paying commission when membership income exceeds an agreed threshold.