Brio Leisure
- Company typePrivate
- Founded2011
- HeadquartersChester, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
Brio Leisure firmographics
Firmographics- Name
- Brio Leisure
- Legal name
- Cheshire West and Chester Leisure CIC
- Website
- https://brioleisure.org
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Where Brio Leisure is headquartered
LocationHeadquarters
- HQ city
- Chester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
Brio 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 and annual membership fees providing access to gyms, pools, classes, and sports facilities across all Brio centres
- Pay As You Go: Single-use payments for activities without commitment, with a free Brio Active Card providing £1 off all activities
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Adult Membership |
| Subscription | Annual | Annual Membership |
| Subscription | Monthly | Junior Membership |
| Subscription | Monthly | Concessionary Membership |
| Subscription | Monthly | Workfit Membership |
| Subscription | Monthly | Student Membership |
| Unit Pricing | Pay-as-you-go | Pay As You Go |
Distribution channels5 records
Marketing channels7 records
Brio Leisure product offering
Product offeringCore offering
Brio Leisure operates 7 leisure centres across Cheshire West and Chester, providing gym facilities, swimming pools, over 450 weekly fitness classes, racquet sports, personal training, and wellbeing services (including smoking cessation, weight management, and falls prevention). Services are delivered through tiered membership subscriptions (Adult, Junior, Concessionary, Workfit, Student) and pay-as-you-go access, supported by a mobile app and online booking system.
Product overview
Brio Leisure operates as a unified multi-location leisure operator offering fitness, swimming, sports, and wellbeing services across 7 locations in Cheshire West and Chester. The core offering consists of gym facilities with over 450 weekly classes, swimming pools and lessons, and wellbeing services. The Brio App serves as the digital hub for class scheduling, fitness tracking, and bookings. The company offers flexible membership tiers (Adults, Juniors, Concessionary, Workfit, Student) plus pay-as-you-go options, alongside ancillary services including catering, entertainment events, and community outreach programs.
Differentiator
Problem solved
Functional benefit
Products and services
- Brio Leisure Centres Multi-location leisure facilities providing gym, swimming, fitness classes, sports, and wellbeing services across 7 locations in Cheshire West and Chester.
- Membership Plans Subscription-based membership tiers including Adult (£27/month), Junior (£14.50/month), Concessionary (£20/month), Workfit (£33/month), Student (£22/month), and Annual Deal (12 months for the price of 10), with no joining fees, admin fees, or minimum contracts.
- Pay As You Go Flexible commitment-free access to facilities with a free Brio Active Card offering £1 off all activities.
- Fitness Classes Over 450 weekly fitness classes including gym sessions, group exercise, and personal training across Brio centres.
- Swimming Swimming facilities including casual swims, lane sessions, swim lessons, family fun, and aqua classes across all Brio centres.
- Wellbeing Services Health and wellness support including smoking cessation, weight management, falls prevention, and access to local health services.
- Sports & Clubs Racquet sports, sports clubs, and recreational activities available across Brio centres without requiring a gym membership.
- Active Communities Community outreach programme bringing affordable, accessible fitness classes directly to local neighbourhoods.
- Catering & Entertainment Shows, pantomimes, events, and catering services available across Brio centres.
Quantifiable outcome
- Over 450 weekly fitness classes
Companies that use Brio Leisure
Customer profileSegments6 records
Ideal customer profiles3 records
Brio Leisure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Brio Leisure partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Brio Leisure competitors and assessment
Company assessmentDirect peers
- GLL (Greenwich Leisure Limited): UK's largest leisure charitable social enterprise, operating fitness and recreation facilities on behalf of local authorities under a community operator model directly comparable to Brio's Council-owned CIC structure.
- Everyone Active: Operates more than 200 leisure centres in partnership with UK local councils, offering gym, swim, and group classes under a community-operator model highly comparable to Brio.
- Freedom Leisure: UK leisure trust operating facilities on behalf of local authorities with multi-tier membership, swimming, fitness classes, and community programmes — directly comparable in structure to Brio.
- Better: Consumer-facing brand of GLL operating leisure centres, gyms, swimming pools, and wellbeing services on behalf of local councils — directly comparable service mix to Brio.
- Places Leisure: UK leisure trust operating facilities for local authorities with gyms, pools, fitness classes, and wellbeing programmes — a directly comparable community operator model.
- Serco Leisure: Operates leisure centres under contract with UK local authorities, with a multi-site model and council-contract structure comparable to Brio's.
Broad incumbents
- The Gym Group: UK's second-largest low-cost gym chain offering 24/7 gym access at sub-£25 pricing — represents the principal private-sector competitive threat to community leisure operators like Brio.
- PureGym: UK's largest low-cost gym chain with 24/7 access and aggressive regional expansion, competing directly with Brio's mid-priced community membership model.
- Nuffield Health: UK-wide charity operating fitness centres, swimming pools and wellbeing services with a broader portfolio than Brio but overlapping service mix and community positioning.
- David Lloyd Leisure: UK premium health club chain offering gyms, pools, racquet sports, and family leisure — competes with Brio in the family and racquet sports segments at a higher price point.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Brio Leisure social profiles
Digital presenceBrio Leisure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brio Leisure leadership team
Management profileNumber of profiles
Brio Leisure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brio 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 Brio Leisure
What does Brio Leisure do?
Brio Leisure operates 7 leisure centres across Cheshire West and Chester, providing gym facilities, swimming pools, over 450 weekly fitness classes, racquet sports, personal training, and wellbeing services (including smoking cessation, weight management, and falls prevention). Services are delivered through tiered membership subscriptions (Adult, Junior, Concessionary, Workfit, Student) and pay-as-you-go access, supported by a mobile app and online booking system.
Is Brio Leisure a public or private company?
Brio Leisure is a private company. It is classified as state government owned and is currently operating.
When was Brio Leisure founded?
Brio Leisure was founded in 2011. It employs 101 to 250 people.
Where is Brio Leisure based?
Brio Leisure is headquartered in Chester, United Kingdom, in the Europe region.
How does Brio Leisure make money?
Two revenue lines are on record. Membership Subscriptions are the primary driver. The others are pay As You Go.
Who are Brio Leisure's main competitors?
Direct peers on record are GLL (Greenwich Leisure Limited), Everyone Active, Freedom Leisure, Better, Places Leisure and Serco Leisure. Broad incumbents are The Gym Group, PureGym, Nuffield Health and David Lloyd Leisure.
Does Brio Leisure have an API?
No public API is recorded for Brio Leisure.