What CVLife does

CVLife (operating as CV Life) is a UK-based charitable trust collaboration between Coventry Sports Foundation (CSF) and Culture Coventry Trust (CCT), formed in 2021 to coordinate the delivery of sport, leisure, and cultural services across Coventry. The organization operates 10 physical venues spanning a waterpark (The Wave), two museums (Coventry Transport Museum and Herbert Art Gallery & Museum), a heritage site (Lunt Roman Fort), four leisure and community centres (Xcel, Centre AT7, Alan Higgs, Moat House), a spa (Mana Spa), and an archive service. These venues collectively serve over 1.25 million visitors annually, with offerings including swimming lessons via the Aquarius Swimming School, fitness memberships through Lifestyles Health and Fitness, the Go CV loyalty discount scheme, community mental health and holiday programs, and venue hire for events and commercial filming.

CV Life generates revenue through a diversified mix of membership subscriptions (fitness and swimming), transaction-based day admissions and activity fees, advertising across venues and digital channels, commercial filming and venue hire, and grants from institutional funders including Sport England and Coventry City Council. Pricing is quote-based and not publicly disclosed, with concessionary rates available for specific cardholders and seniors. The go-to-market model is primarily direct-to-consumer through physical venue access and an online booking portal, supplemented by community outreach, school partnerships (including a cloud-based swimming lesson management system called Swimphony), and corporate/event hire for local, regional, and national businesses.

The underlying technology is predominantly physical infrastructure with supporting facility management systems, a third-party accessibility platform (WelcoMe), and standard web/booking software. Leadership comprises CEO Paul Breed, Director of Operations Steve Wiles, Social Impact Director Eilis O'Donnell, and a board chaired by Dave Moorcroft with shared trusteeship across the two founding trusts. Headcount is reported at 101-250 employees, and the organization remains a private charitable entity with no external funding rounds or M&A activity disclosed.

Name

CVLife

Legal name

CV Life

Website

https://covsf.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

CVLife is a UK charitable trust collaboration operating 10 leisure and cultural venues across Coventry — including a waterpark, museums, leisure centres, spa, and heritage site — serving over 1.25 million annual visitors through memberships, admissions, and grants.

Ownership category

akta.pro rank

Headquarters

HQ city

Canley

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, Supply Chain

Revenue model

1. Membership Subscriptions: Recurring membership revenue from fitness memberships (Lifestyles Health and Fitness), swimming lesson memberships (Aquarius Swim School), and other facility memberships.
2. Day Admissions and Activity Fees: Revenue from day-pass admissions to venues including The Wave waterpark, museums, fitness sessions, swimming sessions, sports courts, and other activities.
3. Advertising: Advertising opportunities across venues including website adverts, leaflets, posters, banners, and pop-up displays targeting over 1.25 million annual visitors.
4. Commercial Filming and Venue Hire: Charges for commercial filming and recording at venues, plus general venue hire for events, parties, and functions.
5. Charitable Funding and Grants: Reliance on charitable funding sources, grants from organizations including Sport England, Coventry City Council, and others to support community programming.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

CVLife operates 10 leisure and cultural venues across Coventry including an indoor waterpark (The Wave), museums (Coventry Transport Museum, Herbert Art Gallery & Museum), heritage sites (Lunt Roman Fort), leisure centres (Xcel, Centre AT7, Alan Higgs Centre, Moat House), a spa (Mana Spa), and archives (Coventry Archives). The organisation delivers fitness memberships (Lifestyles Health and Fitness), swimming lessons (Aquarius Swimming School), community programmes, and venue hire, serving over 1.25 million visitors annually.

Product overview

CV Life operates as a multi-venue leisure and cultural organisation managing 11 distinct venues across Coventry. The portfolio spans waterparks (The Wave), museums (Coventry Transport Museum, Herbert Art Gallery & Museum), historic sites (Lunt Roman Fort), leisure centres (Centre AT7, Xcel Leisure Centre, Alan Higgs Centre, Moat House), spa services (Mana Spa), and archives (Coventry Archives). Supporting services include Lifestyles Health and Fitness (fitness memberships), Aquarius Swimming School (swim lessons), and the Go CV loyalty card scheme. The CV Life Attractions Pass provides combined access to major venues. Services cater to community sport, culture, wellbeing, and education across all demographics.

Differentiator

Problem solved

Functional benefit

Products and services

• The Wave One of the UK's newest indoor waterparks featuring six high-speed slides, splash pad, wave pool, lazy river, spa, fitness centre, and café, located in Coventry city centre.
• Coventry Transport Museum Houses the largest publicly owned collection of British vehicles, with a conferencing centre, gift shop, and café.
• Herbert Art Gallery and Museum Award-winning museum and gallery celebrating Coventry's culture, history, and arts with a renowned exhibitions programme.
• Mana Spa Award-winning spa located at The Wave offering beauty and wellness treatments, crowned Spa of the Year at the English Hair & Beauty Awards 2023.
• Xcel Leisure Centre Leisure centre featuring a 25m swimming pool, fitness suite, studio, function rooms, grass pitches, and large sports hall, including the Technogym Biocircuit fitness system.
• Centre AT7 Leisure centre featuring a 25m swimming pool, splash pools, health and fitness suite, studios, and 6-court sports hall.
• The Alan Higgs Centre London 2012 LOCOG accredited venue with a 50m pool, multi-use function rooms, fitness suite, studio, sports hall, indoor 3G pitch, grass pitches, and Cofa's café; received Quest 'Very Good' rating in 2024.
• Moat House Leisure and Neighbourhood Centre Multi-use games areas, 3G pitch, sports hall, health and fitness suite, and classrooms for community leisure and neighbourhood programmes.
• Lunt Roman Fort Partially reconstructed turf and timber Roman fort dated to AD 60, featuring a unique 'gyrus' granary, timber gateway, and fort ramparts.
• Coventry Archives Situated within Herbert Art Gallery and Museum, provides insights into the history of Coventry and its citizens from medieval times to present.
• Lifestyles Health and Fitness Fitness membership programme offered across multiple CV Life venues including Centre AT7, Alan Higgs Centre, The Wave, and Xcel Leisure Centre.
• Aquarius Swimming School
• CV Life Attractions Pass Combined attractions pass offering access to the 'Big Three' experience across Coventry's most iconic leisure and cultural venues (The Wave, Coventry Transport Museum, Herbert Art Gallery & Museum).
• Go CV Loyalty Card

Quantifiable outcome

• Over 1.25 million visitors served annually across venues
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Culture Coventry TrustcoreStrategic or Co-development Partner · 1 January 2021Culture Coventry Trust (CCT) is one of two independent charitable trusts that work in partnership through CV Life to deliver positive social impact. CCT operates cultural venues including the Herbert Art Gallery & Museum, Coventry Transport Museum, and Coventry Archives.
• Coventry Sports FoundationcoreStrategic or Co-development Partner · 1 January 2021Coventry Sports Foundation (CSF) is the other independent charitable trust partnering through CV Life. CSF operates sports and leisure venues including The Wave, Xcel Leisure Centre, Centre AT7, Alan Higgs Centre, and Moat House.
• Nature Positive LtdcoreStrategic or Co-development PartnerCV Life is working in partnership with Nature Positive Ltd on sustainability assessment and development of Environmental Sustainability Policy and Action Plan.
• Coventry CollegeminorStrategic or Co-development PartnerCoventry College partnered with CV Life to reintroduce apprenticeships, working with CV Life as the city's largest provider of sport, culture and leisure opportunities.
• Coventry, Warwickshire and Worcestershire MindminorStrategic or Co-development PartnerCV Life teamed up with the mental health charity for their '60 for 60' campaign, offering access to facilities across CV Life to help fundraisers reach their £60,000 goal.
• Coventry City CouncilcoreStrategic or Co-development PartnerCoventry City Council partners with CV Life on various initiatives including funding for Coventry Moves program (£79,748 grant) and sustainability improvements at leisure venues.
• Aspire Training SolutionsminorStrategic or Co-development PartnerTraining provider for Modern Apprenticeship programs alongside CV Life's internal training.
• Coventry UniversityminorStrategic or Co-development PartnerPartnership between CV Life and Coventry University aims to overhaul physical education across the region and increase children's interest in physical activity.
• City of Coventry SwimmingminorStrategic or Co-development PartnerSwimming organization partnership for aquatic programs and competitions.
• GRAHAM (Construction)minorImplementation/ SI/ Consulting PartnerGRAHAM appointed as contractor for the City Centre Cultural Gateway project to complete construction work.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Market position

Weaknesses4 records

Competitive moat4 records

Customer concentration

• Xx.com/CVLifenews
• Facebookfacebook.com/cvlifenews
• Instagraminstagram.com/cvlifecoventrynews

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 CVLife