GM Active

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

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

• Public leisure services
• Community health programmes
• Fitness facility management
• Workplace wellness services
• Exercise referral schemes

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers7 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and secondary.

• Future Fit For BusinesscoreStrategic or Co-development Partner · 29 June 2026Learning 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 DMcoreGTM or Marketing Partner · 29 June 2026Full-service marketing agency with extensive leisure, health and pharmaceutical industry experience. Providing marketing and PR services since 2021.
• TechnogymcoreTechnology or Integration · 29 June 2026World-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.
• InnervacoreTechnology or Integration · 29 June 2026Leaders 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.
• GladstonecoreTechnology or Integration · 29 June 2026Industry-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 UtilitiessecondaryStrategic or Co-development Partner · 29 June 2026Independent 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.
• EverywhensecondaryStrategic or Co-development Partner · 29 June 2026Behavioural 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 LeisuresecondaryImplementation/ SI/ Consulting Partner · 29 June 2026UK'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 EnglandcoreStrategic or Co-development Partner · 1 January 2022National lottery funder supporting Pivot to Active Wellbeing programme and workforce development initiatives through Local Pilot in Greater Manchester investment.
• GM MovingcoreStrategic or Co-development Partner · 1 January 2022Greater 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 SalfordcoreStrategic or Co-development Partner · 1 January 2022Academic 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)coreImplementation/ SI/ Consulting Partner · 1 January 2022UK'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.
• GreaterSportcoreStrategic or Co-development Partner · 1 January 2021Greater 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 AlliancecoreStrategic or Co-development Partner · 1 January 2019Partnership 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 PracticescoreChannel Partner/ Reseller/ DistributorNHS 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

Direct 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

• Xx.com/GM_Active
• LinkedInlinkedin.com/company/gmactive

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries12 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 GM Active