ANGUSalive

What ANGUSalive does

ANGUSalive is a not-for-profit culture, sport and leisure trust (Scottish Charity No. SC046133) that delivers an integrated portfolio of public-facing services across the Angus council area in eastern Scotland. Founded around 2014-2015 and headquartered in Forfar, the trust operates 7 sports centres, 7 library branches (plus a mobile library service), 5 museums and galleries, 3 country parks with water-based recreation including Angus Aqua Splash, and 4 theatre and venue hire locations. Its service portfolio spans five main divisions: Sport and Leisure (bACTIVE memberships, Elevate boutique studio, Learn to Swim, Football Development Pathway), Countryside Adventure, Theatre and Venues (including Webster Memorial Theatre with 500-seat capacity and Theatre Stars School), Libraries (physical, digital, mobile, and home delivery), and Museums and Galleries (including Meffan Museum, Montrose Museum, and Signal Tower Museum). Technology is operational rather than proprietary: the trust runs third-party booking platforms (Legend Online Services for fitness, Ticketsolve for events), Spydus for library catalogue management, and a custom mobile app for class bookings and on-demand fitness content for members.

The business model blends recurring subscription revenue with pay-as-you-go transaction revenue and public-sector funding. bACTIVE monthly and annual Direct Debit memberships provide universal access across sports centres, with tiered pricing for juniors, young adults aged 18-25, and concessionary card holders. Pay-as-you-go revenue is generated through venue hire (commercial rates approximately double community rates, e.g., £124/hour for a sports hall main hall commercial vs £58/hour community), theatre tickets (£12-£30+ per ticket), Aqua Park sessions, Learn to Swim lessons, Theatre Stars School per-hour charges, and countryside activity packages. As a registered charity, ANGUSalive also accepts donations through the Inspire Angus campaign and receives funding from Angus Council and NHS Tayside, with all profits reinvested into services. Customer segments span general public individuals and families, children and young people under 18, older adults on concessionary rates, GP-referred healthcare patients, arts and culture enthusiasts, library users, community groups, and commercial event organisers. Distribution is multi-channel: physical venue walk-ins, online self-serve booking portals, the mobile app, mobile library outreach, Community Sport Hubs across five Angus towns, and healthcare referral pathways through Angus Health and Social Care Partnership. CEO Kirsty Hunter leads the trust; the organization employs 251-500 staff and reports no parent company, no funding rounds, and no M&A activity.

Name

ANGUSalive

Legal name

ANGUSalive

Website

https://angusalive.scot

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

ANGUSalive is the not-for-profit culture, sport and leisure trust for Angus, Scotland, operating sports centres, libraries, museums, country parks, and theatres for residents across the county.

Ownership category

akta.pro rank

Headquarters

HQ city

Forfar

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. bACTIVE Membership Subscriptions: Monthly and annual Direct Debit membership plans providing access to all sports centres, fitness suites, swimming pools, group exercise classes, racquet sports, and health suites. Junior, concessionary, and family joint membership options available.
2. Venue Hire: Commercial and community rates for hiring sports halls, studios, meeting rooms, pools, theatres, libraries, museums, and country park facilities. Pricing varies by venue type and customer category (commercial vs community).
3. Theatre and Event Tickets: Ticket sales for theatre performances, concerts, and events at Webster Memorial Theatre, Reid Hall, Montrose Town Hall, and Kirriemuir Town Hall. Ticket prices range from £12-£30+ with additional revenue from pre-order drinks and snacks (10% discount for online pre-orders).
4. Countryside Adventure Activities: Charges for countryside activities including Aqua Park sessions, water sports hire (kayaks, canoes, windsurfers), outdoor learning programs, and activity packages at Monikie Country Park, Crombie Country Park, and Forfar Loch Country Park.
5. Learn to Swim and Swimming Lessons: Discounted one-to-one swimming lessons and group swimming programs available as add-ons to membership. Adult and child swimming lesson programs.
6. Library and Archive Services: Library charges for specific services including archive research, photography requests, and family research gift vouchers. Digital library access included in membership.
7. Theatre Stars School: Per-hour charges for theatre arts education programs for children, including deposit (£25) and day-of-class payment (£100) structure.
8. Government Funding and Charitable Donations: As a registered Scottish charity (No. SC046133) and not-for-profit trust, ANGUSalive receives funding support and accepts charitable donations through the Inspire Angus campaign. All profit is reinvested into services.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels10 records

Core offering

ANGUSalive is a Scottish charitable leisure trust that delivers public access to sports centres, libraries, museums, galleries, theatres, and country parks across Angus. It sells memberships (bACTIVE), fitness and swimming lessons, ticketed performances such as pantomimes, and venue hire to local residents, visitors, schools, and community groups.

Product overview

ANGUSalive is a not-for-profit culture, sport, and leisure trust for Angus, Scotland, operating a diversified portfolio of services organised into five main divisions: Sport and Leisure (bACTIVE Memberships, Elevate boutique fitness, Learn to Swim, and various sports activities across seven sports centres), Theatre and Venues (including the Webster Memorial Theatre, Theatre Stars School, and town hall hire), Libraries (seven branches plus mobile and digital services), Museums and Galleries (five venues plus local and family history services), and Countryside Adventures (three country parks, Angus Aqua Splash, and countryside rangers). The organisation also operates the ANGUSalive App for booking and member access, and offers comprehensive venue hire across all its facilities. The trust reinvests all profits into service delivery, aiming to inspire healthy, active, and creative lifestyle choices across the Angus community.

Differentiator

Problem solved

Functional benefit

Brands

• bACTIVE: Fitness and leisure membership programme offering access to sports centres, pools, fitness suites, and group exercise classes.
• Elevate
• Theatre Stars School
• Inspire Angus

Products and services

• bACTIVE Membership Multi-venue subscription membership providing access to ANGUSalive sport centres, gyms, and leisure facilities across Angus for individual members and families.
• Sport and Leisure Centre Services Public access to sport centres, gyms, fitness classes, swimming, and lessons delivered at ANGUSalive-operated venues across Angus.
• Library Services Public library services including book lending, digital library access, and reading programmes run via the Spydus library management system.
• Museum and Gallery Services Exhibitions, displays, and learning programmes operated from ANGUSalive museum and gallery venues for residents, schools, and visitors.
• Theatre and Ticketed Performances Ticketed live performances (including pantomimes and programmed shows) staged at ANGUSalive theatres and sold via the Ticketsolve ticketing platform.
• Country Park Services Outdoor recreation, walks, events, and family activity programmes at ANGUSalive-operated country parks across Angus.
• Venue Hire Hire of ANGUSalive sport halls, theatres, meeting rooms, and outdoor spaces to schools, community groups, and local organisations.
• Lessons Swimming and other activity lessons booked through ANGUSalive sport and leisure facilities for children and adults.

Quantifiable outcome

• 4 stone weight loss reported by member through consistent gym attendance
• +3 more outcomes

Named customers9 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Dundee Deuces, Leap Sports Scotland, Pickleball ScotlandminorStrategic or Co-development Partner · 1 June 2024Partnership for Pride Month Pickleball event hosted at Forfar Community Campus. Collaborative initiative celebrating inclusivity in sport during Pride Month.
• Angus Health and Social Care PartnershipcoreStrategic or Co-development Partner · 15 May 2024Partnership supporting Walking Sports events and mental health awareness initiatives. Marks Mental Health Awareness Week with networking events. ANGUSalive Community Sport Hubs working with healthcare partners to promote physical activity for mental health benefits.
• NHS TaysidecoreStrategic or Co-development PartnerPublic health partnership for health referral programs. Listed in ANGUSalive privacy statement as a body with whom personal information may be shared for statutory health purposes. Supports BE ACTIVE…live well healthcare professional referrals.
• Angus CouncilcoreStrategic or Co-development PartnerParent local authority relationship. Angus Council appears to be the primary funder/backer of ANGUSalive as a charitable trust. Grass areas maintenance handled through Council Parks Department.
• Scottish Women and Girls in SportminorGTM or Marketing PartnerCelebration of Scottish Women and Girls in Sport Week with profiles of female staff and members including Fiona Joss, Gail Mallarkey, Kirstie Abbey, Lesley Hadden, and Veronica Hubbard.
• Canine Concern ScotlandminorGTM or Marketing PartnerTherapy dog volunteers from Canine Concern Scotland participate in Winter Wellness at Museums events, particularly Furry Fridays at various museum locations.
• Museums Galleries ScotlandminorGTM or Marketing PartnerFunding body subsidizing museum programs including the Natural History, Living World project and associated art workshops at Montrose Museum.
• Dundee & Angus CollegeminorGTM or Marketing PartnerSignal Tower Museum hosting Dundee & Angus College Stage at Arbroath Fest 26, providing performance venue for college students and community event space.
• bACTIVE Benefits Partner BusinessesminorGTM or Marketing PartnerLocal businesses offering discounts to ANGUSalive members including: Alba Diamond Co, Angus Alchemy, Angus Physiotherapy, Buth Tabhartas, CNC Plumbing and Heating, Craig Knowles Golf, Flair Florists, Jeet, Momentum, Montrose Bag Company, MyZone Switch, Scoops of Moo, Tandooriwala Forfar, The Astute Group, The Sports Rehab Clinic Angus, Theatre Stars School, Zacatecas.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Edinburgh Leisure: Not-for-profit charitable trust operating sport centres, swimming pools, golf courses and fitness facilities on behalf of Edinburgh Council — directly comparable Scottish leisure trust with similar membership and venue-hire revenue mix.
• High Life Highland: Charitable leisure, culture, and sport trust delivering sport centres, libraries, museums, theatres and outdoor learning across the Scottish Highlands — structurally identical multi-vertical, council-area trust model as ANGUSalive.
• Glasgow Life (Glasgow Club): Charity delivering culture, sport and learning services across Glasgow including gyms, swimming, libraries, museums and venues (Glasgow Club / Kelvingrove) — same integrated trust model serving a single Scottish local-authority geography.
• South Lanarkshire Leisure and Culture: Trust delivering sport, leisure, libraries, museums and entertainment venues across South Lanarkshire — same multi-vertical Scottish council-area operating model as ANGUSalive.
• Live Argyll: Scottish leisure trust operating sport centres, swimming pools, halls and outdoor facilities for Argyll & Bute — closest regional peer to ANGUSalive in scale and the council-area trust model.
• KA Leisure (North Ayrshire): Charitable leisure trust running sport centres, swimming pools, ice rink and tennis across North Ayrshire — directly analogous Scottish leisure trust with comparable membership and partnership structure.
• Culture & Leisure Orkney: Trust operating sport, leisure, cultural and library services across the Orkney Islands — comparable integrated Scottish rural-area trust model with similar community-funded mission.

Regional players

• Sport Aberdeen: Charitable sport and leisure trust operating sport centres, swimming pools, golf and ice facilities on behalf of Aberdeen City Council — closely comparable Scottish council-area leisure trust but serving a different region.

Broad incumbents

• Everyone Active (SLM): UK-wide private leisure-management operator running public leisure centres, swimming pools and libraries under contract with local authorities — directly comparable public-sector leisure operating model at greater scale.
• Better (Greenwich Leisure Limited / GLL): UK's largest not-for-profit leisure social enterprise operating ~250 sport and leisure facilities on behalf of local authorities — much larger scale operator of the same charitable leisure model that competes for council contracts underpinning ANGUSalive's parent authority.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/angusalive
• Facebookfacebook.com/ANGUSalive.Scot
• Instagraminstagram.com/angusalive

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ANGUSalive