Freedom Leisure
Freedom Leisure is a not-for-profit charitable leisure and cultural trust that operates 130+ leisure, cultural and entertainment venues across England and Wales in partnership with 37+ local authorities, serving individuals, families, schools, and NHS-referred patients with swimming, gym, fitness, sports, children's activities, and AI-enabled health referral programmes.
- Company typePrivate
- Founded2004
- HeadquartersEast Hoathly, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Freedom Leisure does
Freedom Leisure (legal entity: Wealden Leisure Limited) is a not-for-profit charitable leisure and cultural trust structured as a Community Benefit Society under the Co-operative and Community Benefit Societies Act 2014. Founded in 2004 and headquartered in East Hoathly, East Sussex, the trust operates over 130 leisure, cultural and entertainment venues across England and Wales in partnership with or as agent on behalf of more than 37 local authorities. It employs over 5,000 staff and generates annual turnover exceeding £70 million.
The trust's service portfolio is built on five core facility pillars — swimming and swim academy (Swim England/Swim Wales frameworks with progress tracking via a Swim School Home Portal), gym and personal training, 50+ group exercise classes (Les Mills, Zumba, yoga, indoor cycling, aqua aerobics), indoor and outdoor sports court/pitch hire, and children's activities (GymTots, soft play, SEN sessions, holiday clubs, birthday parties) — supplemented by Healthy Communities programmes including a Health Referral Scheme for GP-referred patients with conditions such as Parkinson's, MS, cancer, stroke, and chronic pain, an NHS-certified Good Boost AI-powered therapeutic exercise programme, the FLAIR talented athlete scheme, and Freedom Leisure Training (NPLQ and qualifications). Distribution is direct-to-consumer via the proprietary Freedom Leisure mobile app, website bookings, reception, and phone, alongside B2B contract delivery to local authority clients and B2B2C referrals from GPs, NHS, Age UK, Swim Wales, Sport Wales, and Surrey Netball.
Revenue is generated through a mix of recurring membership subscriptions (Fitness Direct, Gym Direct, Swim Direct, Senior, Student, Teen Active, Concessionary, Corporate tiers), pay-as-you-go facility and class access, structured swimming lesson programmes, court and facility hire, children's activity fees, café/retail operations including Costa Coffee partnerships, and local authority management contracts under which the trust operates venues on behalf of councils. Membership pricing is tiered by demographic and concessionary status, with health referral memberships offered as discounted 3- or 6-month subscriptions. Distribution channels encompass owned-and-operated centre operations, digital self-serve via website and app, council contracts, GP/healthcare referrals, and corporate partnerships. Leadership comprises Managing Director Jeff Hart and Finance Director David Talbut (the latter signing the January 2021 Modern Slavery Act Statement).
Freedom Leisure firmographics
Firmographics- Name
- Freedom Leisure
- Legal name
- Wealden Leisure Limited
- Website
- https://freedom-leisure.co.uk
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Freedom Leisure is a not-for-profit charitable leisure and cultural trust that operates 130+ leisure, cultural and entertainment venues across England and Wales in partnership with 37+ local authorities, serving individuals, families, schools, and NHS-referred patients with swimming, gym, fitness, sports, children's activities, and AI-enabled health referral programmes.
- Ownership category
- akta.pro rank
Where Freedom Leisure is headquartered
LocationHeadquarters
- HQ city
- East Hoathly
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Freedom Leisure business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Membership Subscriptions: Recurring monthly or annual memberships providing access to gyms, pools, fitness classes, and facilities. Includes tiered options for different demographics (seniors, students, corporate, concessionary).
- Pay-as-you-go Access: Non-members can pay per visit for facility access, classes, and activities.
- Swimming Lessons: Revenue from structured swim school programmes for children and adults, including private lessons and crash courses.
- Facility and Court Hire: Hiring out sports halls, courts, function rooms, and party facilities to individuals and groups.
- Children's Activities and Parties: Birthday parties, soft play sessions, holiday clubs, and kids' activity programmes.
- Health Referral Programme: Discounted memberships for GP/health practitioner referrals for individuals with medical conditions.
- Café and Retail: On-site café operations (Costa Coffee partnerships) and retail sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | 5-Day Summer Crash Course Swimming Lessons |
| Subscription | Monthly | Fitness Direct Membership |
| Subscription | Monthly | Gym Direct Membership |
| Subscription | Monthly | Swim Direct Membership |
| Subscription | Monthly | Senior Membership (65yrs+) |
| Subscription | Monthly | Student Membership |
| Subscription | Annual | Teen Active (12-17yrs) |
| Subscription | Monthly | Concessionary Membership |
| Subscription | Monthly | Corporate Membership |
| Subscription | Monthly | Health Referral Scheme Membership |
| Unit Pricing | One time | Birthday Party Discount |
| Unit Pricing | Pay-as-you-go | We Are Undefeatable - Strength and Balance Sessions |
| Unit Pricing | Pay-as-you-go | Pickleball Sessions |
| Unit Pricing | Pay-as-you-go | Walking Netball |
| Unit Pricing | Pay-as-you-go | Wobble Chair Exercise Class |
| Unit Pricing | Pay-as-you-go | Neurological Box Fit |
| Unit Pricing | Pay-as-you-go | Box Fit for Parkinson's |
| Unit Pricing | Pay-as-you-go | HydroWarriors Wellness |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels10 records
Freedom Leisure product offering
Product offeringCore offering
Freedom Leisure operates more than 130 leisure, cultural, and entertainment venues across England and Wales on behalf of local authorities, providing swimming lessons, gym and personal training, group exercise classes, kids' activities, indoor and outdoor sports, and health referral programmes to local communities under a not-for-profit charitable trust model.
Product overview
Freedom Leisure is a not-for-profit charitable leisure and cultural trust operating over 130 leisure, cultural and entertainment venues across the UK in partnership with local authorities. The company offers a unified platform of leisure services organised around core facilities (swimming/swim academy, gym/personal training, group exercise classes, indoor/outdoor sports, kids' activities) supported by health-focused programmes (Healthy Communities, Health Referral Scheme, Good Boost AI-powered therapy) and membership packages. The portfolio also includes the Freedom Leisure App for mobile booking, FLAIR athlete support scheme, and training qualifications. The company targets community health outcomes while operating as a charitable trust.
Differentiator
Problem solved
Functional benefit
Products and services
- Swimming and Swim Academy
- Gym and Personal Training
- Group Exercise Classes
- Kids' Activities
- Indoor and Outdoor Sports
- Healthy Communities Programme
- Good Boost (AI therapeutic exercise)
- Health Referral Scheme
- FLAIR Athlete Membership
- Freedom Leisure Training Freedom Leisure Training Vocational training and qualification programmes (including swim teaching, fitness instructing, and leisure operations qualifications) delivered by Freedom Leisure for staff and external learners.
Quantifiable outcome
- First UK leisure operator to achieve Bronze Carbon Literacy Accreditation
- +2 more outcomes
Companies that use Freedom Leisure
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles2 records
Freedom Leisure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Freedom Leisure partnerships and signals
Strategic signalPartnerships
37 partnerships are on record, tiered core and minor.
- Sport WalescoreSport Wales distributes Welsh Government capital funding (£3.3 million across 37 sports facility improvement projects) to Freedom Leisure venues. This represents the third consecutive year of large-scale investment to improve energy efficiency and sustainability at leisure centres, supporting Wales' climate change targets alongside Vision for Sport strategy.
- Swim WalescoreSwim Wales partnered with Freedom Leisure to deliver the award-winning Learn to Swim framework in facilities across Wales. Freedom Leisure achieved Gold Accreditation as first leisure operator to receive this recognition for its Swim School in Swansea.
- Somerset CouncilcoreSomerset Council awarded a new contract to Freedom Leisure to operate leisure centres in the East of Somerset (Mendip area), expanding the portfolio significantly.
- Ebbsfleet Garden City TrustcoreFreedom Leisure and Ebbsfleet Garden City Trust celebrated the opening of Weldon Wellbeing Pavilion, a brand-new community wellbeing and sports facility designed to support healthier, more active lifestyles.
- Dutch UniversityminorFreedom Leisure partnered with a Dutch university to explore green travel initiatives in Stafford and Stone, investigating sustainable transportation options for leisure centre visitors and staff.
- 1610minorFreedom Leisure and 1610 joined forces, representing an expansion of operational footprint and collaborative service delivery.
- Guildford Borough CouncilcoreGuildford Borough Council re-awarded Freedom Leisure with a 10-year management contract, demonstrating strong ongoing partnership and trust.
- Surrey NetballminorPartnership with Surrey Netball to deliver Walking Netball sessions starting September 2025 at de Stafford Sports Centre.
- Age UKminorAge UK Act Now, Age Better programme delivered across multiple Freedom Leisure centres, supporting older adults to stay active and healthy.
- HealthHerominorFreedom Leisure includes free healthcare benefit through HealthHero for members, providing access to health services as part of membership value.
- Arun District CouncilcoreLocal authority partnership for operation of leisure facilities including Arun Leisure Centre.
- Brighton & Hove City CouncilcorePartnership for free swimming scheme for children and young people under 18 in Brighton and Hove.
- Ashford Borough CouncilcoreLocal authority partnership for leisure centre operations in Ashford area.
- Derbyshire Dales District CouncilcorePartnership for Derbyshire Dales Leisure Centre, which won Swim England Award 2023.
- Fenland District CouncilcoreLocal authority partnership for leisure operations in Fenland area.
- Forest of Dean District CouncilcorePartnership for Forest of Dean leisure facilities; shortlisted for UK Active Award 2024.
- Great Yarmouth Borough CouncilcoreLocal authority partnership for leisure operations.
- Hastings Borough CouncilcoreLocal authority partnership for leisure operations in Hastings.
- Malvern Hills District CouncilcoreLocal authority partnership for leisure operations in Malvern Hills area.
- New Forest District CouncilcorePartnership for New Forest leisure centres including Ringwood Health & Leisure and Applemore Health & Leisure.
- North Northamptonshire CouncilcoreLocal authority partnership for North Northamptonshire leisure operations.
- Powys County CouncilcorePartnership for Powys leisure centres in Wales with free holiday activities programme.
- Rother District CouncilcoreLocal authority partnership for leisure operations in Rother district.
- Swansea CouncilcoreMajor Welsh partnership for Swansea leisure centres; achieved Gold Swim School Accreditation and multiple Swim Wales Awards.
- Tandridge District CouncilcoreLocal authority partnership for Tandridge Leisure Centre and de Stafford Sports Centre.
- Wealden District CouncilcoreLocal authority partnership (Freedom Leisure trades as Wealden Leisure Ltd).
- West Sussex County CouncilcoreCounty council partnership for leisure operations across West Sussex.
- Worcester City CouncilcorePartnership for Worcester leisure centres with 5-year contract extension and significant investment.
- Wrexham County Borough CouncilcoreWelsh local authority partnership; Wrexham Leisure Centres won Raising the Bar First Prize and achieved energy efficiency improvements.
- Cotswold District CouncilcoreLocal authority partnership for Cotswold leisure operations.
- Gloucester City CouncilcoreAwarded Gloucester leisure contract with GL1 major refurbishment programme underway.
- Braintree District CouncilcoreLocal authority partnership for leisure operations in Braintree district.
- Southend-on-Sea City CouncilcorePartnership for Southend leisure operations including FLAIR talented athlete scheme.
- de Stafford SchoolminorEducational partnership for sports facilities and Walking Netball partnership with Surrey Netball.
- Sandwich Technology SchoolminorEducational partnership for sports and leisure programmes in Kent.
- Duncan Goodhew MBEminorOlympic champion ambassador for Swimathon 2026 launch at Crowborough Leisure Centre.
- Baroness Tanni Grey-Thompson DBEminorParalympic legend attended Freedom Leisure National Conference as guest speaker.
Scale indicators7 records
Recent moves9 records
Expansion highlights8 records
Freedom Leisure competitors and assessment
Company assessmentDirect peers
- Everyone Active: Operates more than 200 leisure and cultural facilities across the UK under contract to local authorities. Directly comparable to Freedom Leisure in local authority leisure outsourcing, membership-based fitness, and community health programmes.
- Places Leisure: Not-for-profit leisure trust operating leisure centres on behalf of local authority partners across England. Directly comparable in charitable trust structure, council contract model, and community health focus.
- Fusion Lifestyle: Charitable leisure trust operating sports and leisure facilities for local authorities across the UK. Directly comparable to Freedom Leisure in charitable structure, council partnerships, and community-focused programming.
- Parkwood Leisure: Parkwood Leisure operates leisure and wellness facilities in partnership with UK local authorities, including community programmes and membership-driven fitness. Directly comparable to Freedom Leisure in outsourcing partnerships and community health offerings.
- Active Nation: Not-for-profit organisation running leisure facilities and community activity programmes, often in partnership with local councils. Comparable in charitable mission, council outsourcing model, and community health focus.
- GLL (Better): GLL operates under the 'Better' brand as a charitable social enterprise running leisure centres on behalf of UK local authorities. Highly comparable to Freedom Leisure in charitable trust model, local authority outsourcing model, and multi-venue UK footprint.
- Sports and Leisure Management (SLM) - Better: SLM is the operating arm behind the 'Better' brand (alongside GLL) and runs a large portfolio of leisure centres, gyms, and pools for local authorities. Comparable to Freedom Leisure in scale, service mix, and public-sector contract model.
- 1610: Non-profit leisure trust operating leisure centres in the South West of England, partnered with Freedom Leisure to expand operational footprint. Directly comparable in trust structure, council contracts, and community leisure offering.
Broad incumbents
- PureGym: UK's largest low-cost gym chain with 600+ sites. Not a direct charitable trust peer, but a key competitive force on membership pricing and consumer choice in the same fitness and leisure category.
- Serco Leisure: Serco is a large multinational services group that has operated leisure services for UK councils. Broader incumbent with overlapping capability in council leisure outsourcing but operating as part of a much wider public services portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks7 records
Key highlights7 records
Customer concentration
Freedom Leisure social profiles
Digital presenceFreedom Leisure compliance and trust
Trust signalCompliance10 records
Freedom Leisure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Freedom Leisure leadership team
Management profileNumber of profiles
Profiles1 record
Freedom Leisure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Freedom Leisure M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Freedom Leisure
What does Freedom Leisure do?
Freedom Leisure operates more than 130 leisure, cultural, and entertainment venues across England and Wales on behalf of local authorities, providing swimming lessons, gym and personal training, group exercise classes, kids' activities, indoor and outdoor sports, and health referral programmes to local communities under a not-for-profit charitable trust model.
Is Freedom Leisure a public or private company?
Freedom Leisure is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Freedom Leisure founded?
Freedom Leisure was founded in 2004. It employs 1,001 to 5,000 people.
Where is Freedom Leisure based?
Freedom Leisure is headquartered in East Hoathly, United Kingdom, in the Europe region.
How does Freedom Leisure make money?
Seven revenue lines are on record. Membership Subscriptions are the primary driver. The others are pay-as-you-go Access, swimming Lessons, facility and Court Hire, children's Activities and Parties, health Referral Programme and café and Retail.
Who are Freedom Leisure's main competitors?
Direct peers on record are Everyone Active, Places Leisure, Fusion Lifestyle, Parkwood Leisure, Active Nation, GLL (Better), Sports and Leisure Management (SLM) - Better and 1610. Broad incumbents are PureGym and Serco Leisure.
Does Freedom Leisure have an API?
No public API is recorded for Freedom Leisure.