Leisure Centres and Swimming Pools - UK - September 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Decline in centre numbers sees market size drop
Figure 1: Forecast of leisure centre and swimming pool revenues, 2013-23
Companies and brands
In-house management continues to slip as Trusts increase share
Greenwich Leisure Limited remains on top
Second push for wellness hubs
Technology is making access simpler
#LoveSwimming campaign
The consumer
Visitation down
Figure 2: Participation in health and fitness activities, July 2017 and July 2018
Potential future use dips
Figure 3: Previous usage of public leisure centres and future consideration in non-users, July 2017 and July 2018
Swimming remains most common activity
Figure 4: Participation in leisure centre activities, July 2018
Interest in activities on the rise
Figure 5: Interest in leisure centre activities, July 2017 and July 2018
Users looking for ways to stay active but more likely to visit with a friend
Figure 6: Agreement with statements relating to staying active and leisure centre/swimming pools usage, July 2018
A third struggle to find information on local sport and exercise
Figure 7: Agreement with statement ‘I find it difficult to find out where to take part in sport and exercise locally’, July 2018
Dedicated swim sessions most in demand but facility improvements also required
Figure 8: Factors encouraging swimming participation, July 2018
Positives of swimming known but confidence in ability is lacking
Figure 9: Agreement with statements relating to swimming and swimming pools, July 2018
Pool cleanliness an issue but facilities seen to be improving
Figure 10: Agreement with statement ‘I think the standard of leisure centre/swimming pool facilities is improving’, July 2018
What we think
ISSUES AND INSIGHTS
How can sites with no swimming pool compete against low-cost private gyms?
The facts
The implications
How can more people be encouraged to swim?
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market size drops with site numbers
Decline in centre numbers driven by dry sites
Centres dependent on swimming lessons and gyms
Investment will take time to show
MARKET SIZE AND FORECAST
Decline in centre numbers sees market size drop
Figure 11: Leisure centre and swimming pool revenues, 2013-23
Forecast
Figure 12: Forecast of leisure centre and swimming pool revenues, 2013-23
Forecast methodology
MARKET SEGMENTATION
Dry sites are drying up
Figure 13: Leisure centres and swimming pool numbers, by type of facility, 2014-18
Revenue drops to reflect fall in site numbers
Figure 14: Leisure centre and swimming pool revenues, by segment, 2014-18
MARKET DRIVERS
Redevelopments mean improved standards
Push from government and governing bodies
Operators meeting consumers’ appetite for physical activity
Figure 15: Agreement with statement ‘I am looking for more ways to stay active than in the past’, by age and gender, July 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
In-house management continues to slip as Trusts increase share
Greenwich Leisure Limited remains on top
Second push for wellness hubs
Technology is making access simpler
#LoveSwimming campaign
MARKET SHARE
In-house management continues to slip as Trusts increase share
Figure 16: Leisure centre and swimming pool numbers, by operator type, 2014-18
Greenwich Leisure Limited remains on top
Figure 17: Leading operators of leisure centres and swimming pools, by turnover and centre numbers, July 2018
COMPANIES AND BRANDS
Greenwich Leisure Limited
Figure 18: Greenwich Leisure Limited key financials, 2013-17
Sports and Leisure Management Ltd
Figure 19: Sports and Leisure Management Ltd key financials, 2013-17
Places for People Limited
Figure 20: Places for People Limited key financials, 2013/14-2016/17
Fusion Lifestyle
Figure 21: Fusion Lifestyle key financials, 2013-16
Parkwood Leisure Limited
Figure 22: Parkwood Leisure Limited key financials, 2014-17
Freedom Leisure
Serco Leisure
Figure 23: Serco Leisure Operating Limited key financials, 2014-17
LAUNCH ACTIVITY AND INNOVATION
Second push for wellness hubs
Technology is making access simpler
#LoveSwimming campaign
Addressing swimming teacher shortage
THE CONSUMER – WHAT YOU NEED TO KNOW
Visitation down
Potential future use dips
Swimming remains most common activity
Interest in activities on the rise
Users looking for ways to stay active but more likely to visit with a friend
A third struggle to find information on local sport and exercise
Dedicated swim sessions most in demand
Pool cleanliness an issue but facilities seen to be improving
USAGE AND CONSIDERATION
Visitation down
Figure 24: Participation in health and fitness activities, July 2017 and July 2018
Potential future use dips
Women more of a potential target than men
Figure 25: Previous usage of public leisure centres and future consideration in non-users, July 2017 and July 2018
Non-visitors more engaged in physical activity
Figure 26: Participation in health and fitness activities, by visitation to public leisure centres and swimming pools, July 2018
PARTICIPATION AND INTEREST IN LEISURE CENTRE ACTIVITIES
Swimming remains most common activity
Figure 27: Participation in leisure centre activities, July 2018
Swimming just part of exercise habits
Participation more common amongst men and younger visitors
Figure 28: Participation in leisure centre activities, by age and gender, July 2018
Changes in participation levels
Appetite for fitness classes remains strong
Figure 29: Participation and interest in leisure centre activities, July 2018
Interest in activities on the rise
Figure 30: Interest in leisure centre activities, July 2017 and July 2018
ATTITUDES TOWARDS EXERCISE AND LEISURE CENTRE USAGE
Users looking for more ways to stay active
Most are more likely to visit with a friend
Figure 31: Agreement with statements relating to staying active and leisure centre/swimming pools usage, July 2018
Young women who cohabit are likely to visit with friends
Figure 32: Leisure centres and swimming pools – CHAID – Tree output, July 2018
A third struggle to find information on local sport and exercise
Figure 33: Agreement with statement ‘I find it difficult to find out where to take part in sport and exercise locally’, July 2018
FREQUENCY OF SWIMMING
A quarter swim weekly
Figure 34: Swimming frequency at leisure centres, July 2018
ENCOURAGING SWIMMING PARTICIPATION
Dedicated swim sessions most in demand
Facility improvements would encourage a fifth
Figure 35: Factors encouraging swimming participation, July 2018
Younger consumers more open to encouragement
Figure 36: Factors encouraging swimming participation, by age, July 2018
Positives of swimming known…
…but confidence in ability is lacking
Figure 37: Agreement with statements relating to swimming and swimming pools, July 2018
Majority swim for fun
Figure 38: Agreement with statement ‘I am more likely to swim for fun than for serious exercise’, July 2018
FUTURE DEVELOPMENTS AND OPPORTUNITIES
Pool cleanliness an issue but facilities seen to be improving
Figure 39: Agreement with statement ‘I think the standard of leisure centre/swimming pool facilities is improving’, July 2018
Half expect the latest technology
Figure 40: Agreement with statements relating to technology at leisure centre/swimming pools, July 2018
Half of visitors would buy something in an emergency
Figure 41: Agreement with statement ‘I would buy something from a leisure centre in an emergency’, July 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Methodology
Figure 42: Factors encouraging swimming participation, July 2018
Figure 43: Leisure centre and swimming pool behaviours, July 2018
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 44: Forecast of leisure centre and swimming pool revenues, 2013-23