Freedom_feature 2 30/09/2014 10:50 Page 52
RETAIL, LEISURE AND HOSPITALITY : FREEDOM LEISURE
has a better ability to borrow or has surplus funds
to invest,” outlines Matt. “Their investment is
returned to them through our contracts and
arrangements so they get a return on their invest-
ment and we get benefit from the new facility.”
CUSTOMER FACILITIES
The overall aim is to provide better facilities for cus-
tomers since they use the centres and ultimately
pay for the investment. That resulted last year in an
investment of over £15 million in building projects
with local authority partners plus a further £5.5
million for new equipment and plant. Much of that
is in response to customer demand revealed
through market research and customer consulta-
tion. It led to the recent creation of a new climbing
wall in Brighton in partnership with High Sports,
probably the standout climbing wall in the
Southeast outside London, and the conversion of
a squash court into Rock Box, a facility for younger
and disabled children as well as company team
52
BUILDING DESIGN AND CONSTRUCTION MAGAZINE
building sessions in Guildford. Further significant
enhancements were made to health and fitness
facilities in four leisure centres in Sussex and
Surrey. In Woking alone, gym usage has increased
by over 50% compared to pre project delivery.
The company’s status as a charitable, not for
profit leisure trust means it can, as Matt recounts,
help fund projects: “A miners’ welfare in Aylesham
had some 106 funding and lottery funding but
they had a shortfall, so we’ve invested in the build-
ing to help provide a sports facility, bar, gymnasi-
um, studio space, café and some outdoor 3G pitch-
es. Another of our sites, the East Grinstead Sports
Club charity, had some England Squash funding
for squash courts but had a shortfall and we made
a contribution to get it over the line. We’re not in
the business of building from scratch ourselves but,
in partnership, we have done on several occasions.”
Although investment into front of house
development is most noticed by customers and
directly helps to drive increased usage, Freedom
www.bdcmagazine.co.uk