Herts Sports Village

What Herts Sports Village does

Herts Sports Village is a multi-facility sports and leisure centre operating from a single site on the University of Hertfordshire's de Havilland Campus in Hatfield, Hertfordshire, UK. It was founded in 2003 and operates in association with the University of Hertfordshire, from which it derives its captive student catchment. The facility offers a 100+ station gym equipped with Matrix equipment, a 25-metre 8-lane deck-level swimming pool, a 12-metre climbing wall, match-quality racquet courts, two studios, 60+ group exercise classes, and outdoor astro pitches. Customers are predominantly local residents of Hatfield, St Albans, and Welwyn Garden City, UH students, families, and teenage fitness users, with a specialist Performance Herts sub-brand serving competitive and aspiring athletes.

The company runs a layered business model anchored on recurring monthly direct-debit memberships (gym from £27.27/month, swim from £35/month, junior £17.50/month, group/family £119/month), supplemented by transactional revenue streams: Swim England-aligned learn-to-swim lessons (£41/month over 11 months), casual pay-as-you-go facility access, holiday activity camps, and a broad catalogue of accredited one-time training courses (NPLQ lifeguard, NPLQTA trainer assessor, Level 2 Fitness Instructor, First Aid, NUCO Mental Health, UKSCA S&C Levels 1–3, Indoor Climbing Assistant Award, Mini Medics, Olympic Weightlifting Masterclass). The Hertfordshire Talented Athlete Programme (HTAP) introduces a premium subscription tier (Gold from £45/month for 14–21 year-olds; Adult HTAP £99/month) that bundles S&C coaching, gym/pool access, and BodyBalance physiotherapy, and a digital Exercise @ Home video platform extends the value proposition beyond the physical site.

Distribution is direct-to-consumer with an online booking and membership portal, on-site reception sales, and a dedicated UH student channel via sport.herts.ac.uk. Strategic partnerships include Hatfield Swimming Club (competitive swimming pathway), BodyBalance Physiotherapy (HTAP delivery), the Herts Sport & Physical Activity Partnership (2025 community health work in Cowley Hill and Waltham Cross under Sport England's Place Universal Offer), and England Golf (via S&C staff cross-employment). Although not separately disclosed, revenue is derived entirely from UK operations in Hertfordshire and Southeast England, with no public financial reporting.

Name

Herts Sports Village

Legal name

Hertfordshire Sports Village

Website

https://hertssportsvillage.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Herts Sports Village is a single-site multi-facility sports and leisure centre in Hatfield, UK, operated in partnership with the University of Hertfordshire. It serves local residents, students, families, and young athletes with gym, swimming, climbing, racquets, training courses, and strength-and-conditioning programmes under the Performance Herts and HTAP sub-brands.

Ownership category

akta.pro rank

Product category

Sports and fitness facilities

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industries

Sports-Specific Group Conditioning (HSADABAK), Collegiate & School Athletic Facilities (MPAKAEAJ)

Keywords

• Sports and fitness facilities
• Swimming lessons and pools
• Strength and conditioning coaching
• Professional training courses
• Gym memberships

Headquarters

HQ city

Hatfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: Monthly direct debit gym memberships providing access to 100+ station gym, free weights area, studios, and facilities. Individual, joint, group, and family membership options available with annual or flexible commitment.
2. Swimming Memberships: Monthly direct debit swimming pool memberships starting from £35, providing access to 25m 8-lane pool, lane swimming, and aqua classes.
3. Learn to Swim Programme: Monthly direct debit swimming lessons following Swim England Learn to Swim Programme Stages 1-10. Operates 42 weeks per year with cost divided over 11 months. Currently £41 per month.
4. Fitness Training Courses: Professionally accredited training programmes including Level 2 Gym/Fitness Instructor courses priced at £550 upfront or £275 x 2 instalments.
5. Poolside Training Courses: NPLQ (National Pool Lifeguard Qualification) and NPLQTA (Trainer Assessor) courses for individuals seeking lifeguard or swimming teacher qualifications.
6. Performance Courses: Speed, Agility, Strength & Conditioning workshops and courses taught by UKSCA accredited coaches. Includes Olympic Weightlifting Masterclass (£40), Plyometrics Speed & Agility Workshop (£50), and S&C Level 1/2/3 bundles.
7. Mental Health Training Courses: NUCO accredited mental health training courses at Levels 1, 2, and 3 for workplace and personal development.
8. Performance Herts / HTAP: Hertfordshire Talented Athlete Programme (HTAP) Gold membership from £45/month for youth athletes aged 14-21, and Adult HTAP at £99/month for athletes over 21.
9. HSV Lifesavers Club: Rookie Lifeguard equivalent programme for children aged 10-16 at £55/month, including weekly 45-minute sessions.
10. Casual/Pay-as-you-go Use: Pay-as-you-go access for non-members including lane swimming, casual swim sessions, climbing, racquet sports, and holiday activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Herts Sports Village operates a multi-facility sports and leisure centre on the University of Hertfordshire's de Havilland Campus, offering a 100+ station gym, a 25-metre 8-lane swimming pool, 60+ group exercise classes, a 12-metre climbing wall, racquet courts, and outdoor astro pitches. The portfolio extends to accredited professional training courses (fitness instructor, lifeguard, first aid, mental health, strength and conditioning) and the Performance Herts division delivering UKSCA-accredited S&C coaching and the Hertfordshire Talented Athlete Programme (HTAP).

Product overview

Hertfordshire Sports Village operates as a multi-facility sports and leisure centre offering a unified platform of health, fitness, and training services. The core offering includes gym and fitness membership with 100+ stations, a 25m swimming pool, group exercise classes (60+), climbing wall, and racquet courts. The portfolio extends into professional training through Performance Herts (UKSCA-accredited strength & conditioning), educational courses (swimming lessons, first aid, fitness instructing, mental health training, and poolside qualifications), youth development via the Hertfordshire Talented Athlete Programme (HTAP), and digital content including at-home exercise videos and an exercise training video library. Family, group, teen/junior, and corporate membership tiers provide flexible access across facilities and services.

Differentiator

Problem solved

Functional benefit

Brands

• Performance Herts: Elite strength and conditioning coaching division offering workshops and training programmes for athletes from grassroots to Olympic level, including the Hertfordshire Talented Athlete Programme (HTAP).
• HTAP (Hertfordshire Talented Athlete Programme)
• HSV Lifesavers Club

Products and services

• Gym & Fitness Membership

Quantifiable outcome

• HTAP has supported Olympic gold medallists and professional athletes
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Herts Sport & Physical Activity Partnership (HSP)minorStrategic or Co-development Partner · 1 January 2025Collaboration with HSP as part of Sport England's Place Universal Offer work in Cowley Hill, Hertsmere and Waltham Cross, Broxbourne to reduce inequalities and create healthier communities. Also partners with HomeStart Watford, Three Rivers & Hertsmere and Borehamwood Family Centre for community initiatives.
• Hatfield Swimming ClubcoreStrategic or Co-development PartnerHSV partners with Hatfield Swimming Club, the area's premier competitive swimming club, to develop swimmers from beginners to National level and beyond. Many HSV teachers have competed at elite levels with the club and continue to coach through the programme. The partnership encourages lifelong swimming participation and develops technique to club standards.
• BodyBalance Physiotherapy ClinicminorStrategic or Co-development PartnerHTAP athletes receive 2x physiotherapy sessions at BodyBalance Physiotherapy & Sports Injury Clinic as part of their programme benefits.
• University of HertfordshirecoreStrategic or Co-development PartnerHSV is operated in partnership with the University of Hertfordshire, located on the de Havilland Campus. The university affiliation provides academic connections, student membership channels, and educational programmes including S&C module delivery.
• England GolfminorStrategic or Co-development PartnerFiona Scott, Head of Physical Performance, is employed by England Golf as a Regional S&C coach in addition to her HSV role.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Everyone Active: Operates a national portfolio of multi-facility leisure centres in the UK with gym, swim, group exercise, and racquet offerings on a membership basis. Most direct comparable in operating model and customer mix.
• Better (GLL): UK's largest charitable leisure operator running multi-facility centres with gym, swim, classes and racquets under a membership scheme. Closest functional peer in terms of facility breadth and community positioning.
• Active Nation: Charity operating community leisure and fitness facilities including pools, gyms, and group exercise. Comparable trust-based operating model with similar membership products.
• Total Fitness: Mid-market UK health club chain offering gyms, pools, classes, and family memberships. Comparable multi-facility club model in regional UK markets.
• David Lloyd Leisure: Premium UK health club chain combining gyms, swimming, racquets, and group exercise with family memberships. Comparable multi-discipline facility model at a higher price point.
• Places Leisure: Operates leisure centres on behalf of local councils across England with gym, swim, classes, and programmed courses. Comparable community-leisure operator with similar revenue mix.
• Parkwood Leisure: UK leisure trust operator running community centres with gyms, pools, group exercise and coaching programmes. Comparable operating footprint and product mix.

Broad incumbents

• Nuffield Health: UK-wide health and wellbeing operator combining gyms, pools, fitness classes, physiotherapy, and clinical services. Broader incumbent with overlapping fitness facilities but a wider health-services portfolio.

Emerging players

• The Gym Group: National low-cost gym chain with sites in the region, competing for price-sensitive gym members. Relevant as a value-tier alternative rather than facility-breadth competitor.
• PureGym: UK low-cost gym operator with many sites across Hertfordshire and the Southeast. Competes directly on price for single gym memberships against HSV's £27.27 entry tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HertsSV
• YouTubeyoutube.com/user/HertsSV
• Facebookfacebook.com/HertsSV
• Instagraminstagram.com/hertssv

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Herts Sports Village