THE CHELTENHAM TRUST

What THE CHELTENHAM TRUST does

The Cheltenham Trust is a UK registered charity (Charity Commission No. 1158606) founded in 2014 that operates a portfolio of six cultural, sport, and leisure venues in Cheltenham: the Grade I listed Pittville Pump Room, Cheltenham Town Hall, The Wilson Art Gallery and Museum, Leisure at Cheltenham, Prince of Wales Stadium, and Imperial Garden Bar. The Trust delivers a year-round programme of entertainment, exhibitions, sport, fitness, and heritage experiences to local residents and visitors, reinvesting commercial revenue into free community events.

Revenue is generated across five main streams: venue hire (weddings, corporate events, private functions at Town Hall and Pittville Pump Room), ticket sales for entertainment and performances, tiered leisure membership subscriptions at Leisure at Cheltenham (ranging from £240 to £1,081 annually, with promotional Black Friday pricing), food and beverage operations across the Heritage Café, The Wilson Kitchen, Fitstop Café, and Imperial Garden Bar, and donations/corporate sponsorship supplemented by grants from the National Lottery Heritage Fund and Arts Council England. Pricing is publicly disclosed across both subscription and pay-as-you-go models.

The Trust serves a broad and diverse customer base spanning general public visitors (500,000+ annually), fitness enthusiasts, health-referred individuals (via NHS, Macmillan Cancer Support, and MS Society partnerships), arts and culture audiences, wedding and corporate event clients, and family/children's programme participants. Distribution is hybrid: physical venue access across six sites, dedicated online storefronts per venue, on-site box offices, and a new Tourist Information Centre partnership from March 2026. Marketing is multi-channel across website, What's On seasonal guides, email newsletters, Facebook (TCTinthecommunity), LinkedIn, and earned media including The New York Times and The Daily Telegraph. The organisation employs 251-500 staff under CEO Jessica Brewster (appointed May 2025), with no technology platform, proprietary software, or AI/ML components in its offering.

Name

THE CHELTENHAM TRUST

Legal name

The Cheltenham Trust

Website

https://cheltenhamtrust.org.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

The Cheltenham Trust is a UK registered charity operating six cultural, sport, and leisure venues in Cheltenham, including heritage landmarks, a leisure centre, and an art gallery. It serves local residents and visitors through events, memberships, venue hire, and community health programmes.

Ownership category

akta.pro rank

Product category

Cultural and Leisure Venue Services

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Historical Sites (712120), Museums (712110)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

akta.pro secondary industry

Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Heritage venues
• Cultural events
• Leisure services
• Community arts
• Fitness facilities

Headquarters

HQ city

Cheltenham

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, Others

Revenue model

1. Venue Hire and Events: Revenue from hiring out venues including Cheltenham Town Hall, Pittville Pump Room, Prince of Wales Stadium for weddings, corporate events, and private functions
2. Membership Subscriptions: Annual and monthly memberships for Leisure at Cheltenham fitness facilities including adult, platinum, family, and kickstarter tiers
3. Ticket Sales: Revenue from selling tickets for entertainment events, comedy shows, concerts, and performances at Cheltenham Town Hall and Pittville Pump Room
4. Donations and Sponsorship: Charitable donations and corporate sponsorship to support community programmes and free events
5. Food and Beverage: Revenue from café and bar operations including Heritage Café, The Wilson Kitchen, Garden Bar, and Fitstop café

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

The Cheltenham Trust is a registered charity that operates and manages a portfolio of cultural, heritage, and leisure venues in Cheltenham, UK, including Cheltenham Town Hall, Pittville Pump Room, The Wilson Art Gallery and Museum, Leisure at Cheltenham, Prince of Wales Stadium, and the Imperial Garden Bar. It delivers a year-round programme of events, exhibitions, fitness, sport, and heritage experiences, reinvesting commercial revenues into free community activities.

Product overview

The Cheltenham Trust operates a portfolio of cultural, leisure, and events venues across Cheltenham, functioning as a multi-venue cultural and sports charity. The core offering includes heritage venues (Cheltenham Town Hall, Pittville Pump Room) and leisure facilities (Leisure at Cheltenham, Prince of Wales Stadium) supported by food and beverage services (Heritage Café, The Wilson Kitchen arts café, Fitstop Café, Imperial Garden Bar). Additional services include a seasonal What's On guide, café loyalty card programme, and a new Tourist Information Centre partnership. The Trust delivers a diverse year-round programme of events, exhibitions, sport, and leisure activities, reinvesting commercial revenue into free community events.

Differentiator

Problem solved

Functional benefit

Products and services

• Cheltenham Town Hall A historic events venue offering entertainment including music, comedy, and live performances, with on-site Imperial Garden Bar; also serves as the registered office of The Cheltenham Trust.
• Pittville Pump Room A Grade I listed heritage venue in Pittville Park hosting events, exhibitions, and weddings, reopened in May 2024 after maintenance.
• The Wilson Art Gallery and Museum An art gallery and museum showcasing exhibitions, the We Are Creators artist residency programme, and community engagement under Cheltenham's BIG Museum Project.
• Leisure at Cheltenham A sports and leisure centre providing fitness facilities, swimming pools, gym equipment, exercise classes, and community health programmes, including concessions, NHS referrals, and partnerships with organisations such as Macmillan Cancer Support and National Star College.
• Prince of Wales Stadium A sports stadium managed alongside Leisure at Cheltenham, supporting athletics and sporting activities.
• Imperial Garden Bar A bar venue located in Imperial Gardens adjacent to Cheltenham Town Hall, offering seasonal outdoor drinking and event space; relaunched in April 2026 with a refreshed summer look.
• Heritage Café at Pittville Pump Room A café serving hot drinks, cakes, and light refreshments at the Pittville Pump Room venue.
• The Wilson Kitchen An arts café located within The Wilson Art Gallery and Museum, featuring a dedicated Play! zone for younger visitors.
• Fitstop Café at Leisure at Cheltenham A café facility within the Leisure at Cheltenham venue serving members and visitors.
• Leisure at Cheltenham Memberships Annual and monthly membership tiers (Adult, Platinum, Family, Family Platinum, and Kickstarter for ages 11-15) providing access to fitness facilities, gym, swimming, and classes.
• Corporate and Wedding Venue Hire Hiring of Cheltenham Trust venues, including Cheltenham Town Hall and Pittville Pump Room, for weddings, corporate events, conferences, and private functions.
• Tourist Information Centre Partnership Service Volunteer-run tourist information service providing printed town maps, leaflets, personalised recommendations, and visitor support, operating from Cheltenham Town Hall foyer since March 2026.

Quantifiable outcome

• 500,000+ visitors annually served across venues
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Tourist Information CentrecoreStrategic or Co-development Partner · 10 March 2026Volunteer-run service offering printed town maps, leaflets, personalised recommendations for visitors to Cheltenham and surrounding area. Located in Cheltenham Town Hall foyer, open Monday to Saturday 10am-4pm. Over 1000 visitors served monthly. Founded by Sue Oscroft and Lyndsay Lardner, operating as Community Interest Company with support from Marketing Cheltenham.
• Clavell & HindminorGTM or Marketing Partner · 6 March 2025Local brewing partnership bringing local craft beers and beverages to Cheltenham Trust venues and events.
• National Star CollegecoreStrategic or Co-development PartnerPartnership to provide physical activity opportunities for young students with disabilities at Leisure at Cheltenham facilities.
• The Hepworth WakefieldcoreStrategic or Co-development PartnerPartnership bringing the Into Abstraction exhibition to Cheltenham, featuring Modern British Art and Landscape collection showcasing masterpieces by Barbara Hepworth, Henry Moore, Duncan Grant and Ben Nicholson.
• Gallery PangolinminorStrategic or Co-development PartnerPartner in presenting art exhibitions including Into Abstraction at The Wilson Art Gallery and Museum.
• Macmillan Cancer SupportcoreStrategic or Co-development PartnerNext Steps cancer rehabilitation programme providing gym facilities and space for cancer recovery patients.
• MS SocietycoreStrategic or Co-development PartnerHolistic exercise sessions for people living with multiple sclerosis, including seated Pilates and specialised exercise classes.
• Cheltenham Borough CouncilcoreStrategic or Co-development PartnerMultiple partnerships including concession card scheme (326 members), Feed Cheltenham programme for food bank users, HAF (holiday activities and food programme) with £10,000 funding secured, and Feed Cheltenham card enabling disadvantaged families to access leisure facilities.
• University of GloucestershireminorStrategic or Co-development PartnerCollaboration on Natural Progression exhibition showcasing 2024 creative arts degree show work in community art gallery.
• Gloucester BreweryminorGTM or Marketing PartnerSupport partner for Gin and Cabaret charity gala event supporting Emily's Gift appeal.
• Fox's Kiln DistilleryminorGTM or Marketing PartnerSupport partner for Gin and Cabaret charity gala event supporting Emily's Gift appeal.
• Emily's GiftcoreStrategic or Co-development PartnerCharity partnership for collaborative fundraising events including Gin and Cabaret gala raising £3,600. Appeal aims to fund psychologist on Emily Kent paediatric oncology unit at Gloucestershire Royal Hospital for 10 years.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Tate: National network of art galleries and museums with extensive collection-based programming - a broader incumbent peer for The Wilson's art gallery and exhibition programming activities.
• National Trust: UK's largest conservation charity managing heritage properties, gardens and visitor experiences through membership and donations - broad peer given the Trust's heritage preservation, membership tiers and donation revenue model.
• English Heritage: Major UK charity caring for historic sites, monuments and heritage venues - comparable to the Trust's stewardship of Pittville Pump Room and other listed cultural assets, though at national scale.

Direct peers

• National Museums Liverpool: Operates a portfolio of museums and galleries within a single UK city as a charitable institution - closely comparable to The Wilson and the multi-venue cultural mission of The Cheltenham Trust.
• Places Leisure: Charitable leisure operator managing sports, health and fitness facilities on behalf of UK local authorities with tiered memberships - comparable to the Trust's council-contracted leisure and wellbeing operations.
• Active Nation: Charitable trust operating leisure and sports facilities across the UK on behalf of local authorities with a membership-based model - comparable to the Trust's Leisure at Cheltenham operations.
• Birmingham Museums Trust: Independent charitable trust operating multiple museum and heritage venues in a single UK city - directly comparable to The Wilson Art Gallery and Museum and the heritage venue stewardship role of The Cheltenham Trust.
• Better (Greenwich Leisure Limited / GLL): UK's largest charitable leisure operator running membership sports and recreation facilities, including gyms, swimming and community health programmes under local-authority contracts - directly comparable to the Leisure at Cheltenham side of the Trust.
• Everyone Active: Operates a large network of UK leisure centres, gyms and swimming pools under council management contracts with tiered memberships - directly comparable to Leisure at Cheltenham's operating model and pricing structure.

Emerging players

• The Hepworth Wakefield: Regional UK art gallery operating contemporary exhibitions and artist programmes - directly comparable given its existing partnership with the Trust on the Into Abstraction exhibition and similar gallery programming model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TCTinthecommunity
• LinkedInlinkedin.com/company/the-cheltenham-trust
• Xx.com/cheltenhamtrust

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 THE CHELTENHAM TRUST