As part of a £2.3m leisure transformation across the city of Leicester Evington Leisure Centre opened its doors to a range of new facilities in the summer of 2021.

The development works, project managed by Alliance Leisure, started in April 2020 and included the addition of a single storey 280 square metres extension to create a 310 square metres Gym space, over twice the size of the existing provision.

In addition to the 70 station gym, the works also incorporated two new studios – one to house group exercise and one to house group cycle, with redecoration throughout.

Alliance Leisure’s support division TA6 also supported the development with a comprehensive launch plan covering offline and digital advertising channels.  TV advertising was utilised through AdSmart from Sky as well as promotions on Facebook, Instagram, Google and YouTube.

Across an 8 week period 2.5million digital advert impressions were generated resulting in over 22k website visits.

Initial reception from the local community has been excellent with membership sales exceeding target by 330% in the first 2 months after re-opening.