GM Active
- Company typePrivate
- Founded2020
- HeadquartersManchester, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
GM Active firmographics
Firmographics- Name
- GM Active
- Legal name
- GM Active C.I.C
- Website
- https://gmactive.co.uk
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
GM Active industry classification
Industry- Product category
- Community Leisure Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Lifestyle & Habit Change Coaching (HSADAGAB)
- akta.pro secondary industries
- Corporate/Workplace Wellness Coaching (HSADAGAL), Senior & Active Aging Personal Training (HSADAAAI)
Keywords
Where GM Active is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
GM Active business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Public Sector Commissioning: Core revenue from managing publicly owned leisure and physical activity assets on behalf of 10 local authorities across Greater Manchester. Contracts involve service level agreements and public health outcomes frameworks.
- Membership Subscriptions: Over 225,000 people hold memberships for regular exercise access across facilities. Revenue from individual and family memberships for fitness, swimming, and activity access.
- Healthcare Referrals: NHS and GP referral programmes including Prehab4Cancer, exercise on referral schemes, and social prescribing partnerships. Revenue from NHS commissioning and public health contracts.
- Strategic Business Partner Programme: Annual partnership packages at £2,500 excluding VAT per year, providing brand exposure, networking, and collaboration opportunities with GM Active member organisations.
- Workplace Health Services: Corporate membership and health services for employers including health MOTs, wellbeing surveys, and workplace wellness programmes delivered across more than 300 employers in Greater Manchester.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Strategic Business Partner Package - 12 month partnership |
| Unit Pricing | Pay-as-you-go | Lifeguard - Full-time position |
| Unit Pricing | Annual | Pool Lifeguard - Full-time position |
| Unit Pricing | Annual | Fitness Instructor - Part-time position |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
GM Active product offering
Product offeringCore offering
GM Active is a Community Interest Company (C.I.C.) operating as a collaborative network of 12 leisure and community organisations that manage 99 publicly owned leisure and sports facilities on behalf of 10 Greater Manchester local authorities. It delivers leisure memberships, exercise classes, swimming, health referral programmes (including Prehab4Cancer), workplace wellbeing services, and community health initiatives to 2.8 million residents across the region. Its portfolio includes the Pivot to Active Wellbeing change programme, Skills and Training Academy, Transformational Leadership Programme, and the Amazing Places facility development programme.
Product overview
GM Active is a Community Interest Company (CIC) that functions as a collaborative network of 12 leisure and community organisations across Greater Manchester. Rather than a single product or unified platform, GM Active delivers a portfolio of community health and wellbeing programmes and services. The core offerings include the Pivot to Active Wellbeing (strategic transformation programme), Prehab4Cancer (cancer prehabilitation), Skills and Training Academy (workforce development), Transformational Leadership Programme, Workplace Health and Wellbeing services, Amazing Places (facility development), Physical Activity programmes for long-term conditions, Community Development and Inclusion initiatives, and Grassroots to Elite Sports Development. These programmes collectively serve 2.8 million residents across 99 leisure facilities, with the stated purpose of helping people across Greater Manchester live healthy, happy, and longer lives.
Differentiator
Problem solved
Functional benefit
Brands
- Prehab4Cancer: The first UK integrated care service delivered prehabilitation and recovery programme for cancer patients, via a partnership between the GM Cancer alliance and GM Active.
- Pivot to Active Wellbeing
- Skills and Training Academy
- Transformational Leadership Programme
Products and services
- Pivot to Active Wellbeing A far-reaching change programme to create sustainable public leisure services across Greater Manchester, changing how local leisure centres, swimming pools, fitness facilities, and services are perceived and used so that active wellbeing becomes an integral contributor to the wider health and social care system.
- Prehab4Cancer The first UK integrated care prehabilitation and recovery programme for cancer patients, delivered via a partnership between GM Cancer Alliance and GM Active. Facilitates exercise, nutrition, and wellbeing assessments and interventions prior to, during, and after cancer treatment, with evidence that has helped shape national NHS and Macmillan Cancer Support guidelines.
- Skills and Training Academy A bespoke workforce learning journey and training catalogue equipping the GM Active collective workforce (approximately 3,600 employees) with the skills to support customers and address the public health agenda and challenges of inactivity in Greater Manchester.
- Transformational Leadership Programme
Quantifiable outcome
- £95 million in community savings generated through physical activity services
- +5 more outcomes
Companies that use GM Active
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles5 records
GM Active technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GM Active partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and secondary.
- Future Fit For BusinesscoreLearning and development experts and leader in physical activity training for more than 30 years. Collaborators on Transformational Leadership, Aspiring Managers, Skills Academy and Digital Induction programmes. Works with employer partners in public and private sector.
- Cornerstone DMcoreFull-service marketing agency with extensive leisure, health and pharmaceutical industry experience. Providing marketing and PR services since 2021.
- TechnogymcoreWorld-leading brand in fitness, wellness, sport and health. Official supplier to Paris 2024 Olympics for ninth time. Provides connected smart fitness equipment, digital services and training contents through Mywellness CRM Platform.
- InnervacoreLeaders in power-assisted exercise technology designing equipment that makes physical activity accessible to people of all ages and abilities. Helps leisure operators create more inclusive spaces.
- GladstonecoreIndustry-leading leisure management software and digital solutions trusted by operators across the UK. Helps organisations streamline operations, enhance customer experiences and deliver modern accessible leisure services.
- Brownlow UtilitiessecondaryIndependent energy and utilities consultancy helping organisations reduce costs, improve efficiency and navigate utilities market. Provides expert advice on electricity, gas, water and renewable energy procurement, carbon reduction strategies.
- EverywhensecondaryBehavioural insight and customer engagement consultancy helping organisations design services that better meet needs of people they serve. Uses research, behavioural science and customer insight to understand barriers to participation.
- Alliance LeisuresecondaryUK's leading leisure development specialist supporting local authorities and leisure operators to create sustainable, high-quality leisure facilities. Provides end-to-end expertise from feasibility through project delivery.
- Sport EnglandcoreNational lottery funder supporting Pivot to Active Wellbeing programme and workforce development initiatives through Local Pilot in Greater Manchester investment.
- GM MovingcoreGreater Manchester physical activity strategy partnership. Executive group leads collective leadership approach across local authorities, GM Active, Sport England and 10GM for Pivot to Active Wellbeing programme.
- University of SalfordcoreAcademic partner using Knowledge to Action (K2A) framework to gather and assess information, providing rigorous and replicable process for localities to improve outcomes. Facilitation of best evidence in practice, research and policy.
- SLC (Strategic Advisors)coreUK's leading consultancy in public sector leisure and active wellbeing. Conducted strategic review of facilities, facility designs, energy benchmarking to shape decisions and guide future strategic direction for Pivot to Active Wellbeing.
- GreaterSportcoreGreater Manchester sport charity and GM Moving executive lead. Co-funders and collaborators on Skills and Training Academy, Transformational Leadership Programme, and wider physical activity strategy aligned to Greater Manchester Population Health Plan.
- GM Cancer AlliancecorePartnership to deliver Prehab4Cancer - the first UK integrated care service prehabilitation and recovery programme for cancer patients. GM Active serves as delivery agent with facilities and workforce.
- Local GP PracticescoreNHS GP practices referring patients to exercise programmes including Salford Community Leisure's Active Lifestyles Exercise Referral Scheme and Active Tameside's Live Active Service.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
GM Active competitors and assessment
Company assessmentDirect peers
- Everyone Active: Operates more than 200 leisure and sports facilities for local authorities across the UK, offering memberships, swimming lessons and health programmes. Directly comparable to GM Active in its local-authority commissioning model and community fitness focus.
- Fusion Lifestyle: Operates leisure and sports facilities on behalf of local authorities across the UK, providing memberships, swimming, fitness and community health programmes — directly comparable to GM Active's facility management and membership model.
- GLL (Better): One of the UK's largest leisure trusts operating public leisure facilities on behalf of local authorities under a social-enterprise model, with membership-based fitness, swimming and community programmes — a directly comparable scale operator to GM Active's 99-facility collective.
- Active Nation: UK charity operating public leisure facilities and delivering community health, fitness and sports programmes — closely aligned with GM Active's charitable/CIC mission and local-authority leisure contracts.
- Places Leisure: A non-profit leisure operator managing council-owned leisure facilities across multiple UK regions with membership, swimming, and health and wellbeing programmes. Closely mirrors GM Active's CIC-led community leisure trust model.
Broad incumbents
- The Gym Group: UK low-cost gym operator with hundreds of 24/7 fitness facilities nationwide. Competes with GM Active for price-sensitive fitness members, though lacks the public-sector commissioning and health-prevention focus.
- Nuffield Health: UK healthcare charity combining hospitals, fitness centres and wellbeing services with a strong focus on rehabilitation and chronic condition management. Overlaps with GM Active on the health-prevention and rehabilitation side, particularly programmes like Prehab4Cancer.
- David Lloyd Leisure: UK premium private health club chain offering fitness, swimming, family and racquet sports. Comparable to GM Active in core fitness/leisure operations but competes for higher-income members rather than public-health-focused community segments.
- Serco Leisure: Global services company with a leisure division that operates public sector leisure facilities under contract. Comparable to GM Active in contract-based leisure management, though Serco is a broader services incumbent with private-sector ownership.
Others
- GreaterSport / GM Moving: Greater Manchester's physical activity strategy partnership and charity that co-funds and coordinates the Pivot to Active Wellbeing programme with GM Active. Functions as a strategic ecosystem partner rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks1 record
Key highlights1 record
Customer concentration
GM Active social profiles
Digital presenceGM Active financial estimates
Financial estimateRevenue estimate
Valuation estimate
GM Active leadership team
Management profileNumber of profiles
Profiles2 records
GM Active subsidiaries and ownership
Company hierarchySubsidiaries12 records
GM Active funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GM Active 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 GM Active
What does GM Active do?
GM Active is a Community Interest Company (C.I.C.) operating as a collaborative network of 12 leisure and community organisations that manage 99 publicly owned leisure and sports facilities on behalf of 10 Greater Manchester local authorities. It delivers leisure memberships, exercise classes, swimming, health referral programmes (including Prehab4Cancer), workplace wellbeing services, and community health initiatives to 2.8 million residents across the region. Its portfolio includes the Pivot to Active Wellbeing change programme, Skills and Training Academy, Transformational Leadership Programme, and the Amazing Places facility development programme.
Is GM Active a public or private company?
GM Active is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was GM Active founded?
GM Active was founded in 2020. It employs 1,001 to 5,000 people.
Where is GM Active based?
GM Active is headquartered in Manchester, United Kingdom, in the Europe region.
How does GM Active make money?
Five revenue lines are on record. Public Sector Commissioning is the primary driver. The others are membership Subscriptions, healthcare Referrals, strategic Business Partner Programme and workplace Health Services.
Who are GM Active's main competitors?
Direct peers on record are Everyone Active, Fusion Lifestyle, GLL (Better), Active Nation and Places Leisure. Broad incumbents are The Gym Group, Nuffield Health, David Lloyd Leisure and Serco Leisure. GreaterSport / GM Moving is listed as an others.
Does GM Active have an API?
No public API is recorded for GM Active.
What industry is GM Active in?
GM Active's product category is Community Leisure Services. Its primary akta.pro industry code is HSADAGAB, Lifestyle & Habit Change Coaching, with a secondary code of HSADAGAL, Corporate/Workplace Wellness Coaching. Its NAICS code is 71394 and its SIC code is 7997.