Denbighshire Leisure Ltd

What Denbighshire Leisure Ltd does

Denbighshire Leisure Ltd (DLL) is a private Welsh leisure management company operating as a Trading Company Limited by Guarantee, originally spun out of Denbighshire County Council in 2013 and now headquartered in Denbigh, Wales. The company manages over 40 venues across Denbighshire, including eight leisure centres (Rhyl, Prestatyn, Denbigh, Ruthin, Llangollen, Corwen, St Asaph, Llanelwy), attractions such as SC2 waterpark, Ninja TAG arena, NOVA Prestatyn, and Rhyl Pavilion Theatre, plus food and beverage outlets (1891 Restaurant, Beach Hut, Shack, Café R, Café 21) and event venues. It serves local residents, families, and visitors to North Wales, with membership tiers priced £18-£49/month, day passes, attraction admissions, theatre tickets, and venue hire for corporate events.

DLL's revenue model combines recurring monthly memberships (Premium Plus, Premium, Core Gym, Group Exercise, Club Cycle, Swimming, Assist Fit), pay-as-you-go day passes (Peak £9-£12/visit), event ticketing, F&B sales, and a distinctive B2B consulting stream through the UK Leisure Framework, which has facilitated 206 leisure projects worth £313 million in partnership with Alliance Leisure Services. The technology stack rests on Technogym equipment with My Wellness app integration, Innerva's power-assisted exercise for Assist Fit, Future Studios' immersive technology for Studio 360, and DLL's own mobile app for booking and membership management. The company also runs Active Communities programmes, professional training (NPLQ, swimming teacher, first aid), and signature events including the Rhyl Airshow which attracts approximately 100,000 attendees. Leadership is centred on Managing Director Jamie Groves, with a small executive team of 88 total employees supporting the diversified portfolio.

Name

Denbighshire Leisure Ltd

Legal name

Denbighshire Leisure Limited

Website

https://denbighshireleisure.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Denbighshire Leisure Ltd is a Welsh leisure management company operating 40+ venues including 8 leisure centres, attractions, theatres, and restaurants across Denbighshire, serving local residents, families, and visitors through memberships, day passes, and the UK Leisure Framework consulting business.

Ownership category

akta.pro rank

Product category

Leisure Services

NAICS

Fitness and Recreational Sports Centers (713940), Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131), All Other Amusement and Recreation Industries (71399)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Venue & Facility Reservations (Private Rooms, Event Spaces) (HSACALAJ)

akta.pro secondary industries

Water Park Concessions & Guest Services (Food, Retail, Lockers, Cabanas) (THAAABAH), Lounge Bars & Hotel Bars (THAFAEAI)

Keywords

• Leisure centre operations
• Fitness memberships
• Public attractions
• Community leisure services
• Performing arts venues

Headquarters

HQ city

Denbigh

HQ country

United Kingdom

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly or annual direct debit memberships providing access to fitness suites, swimming, group exercise classes, and specific facilities like Club Cycle, Studio 360, and Assist Fit.
2. Day Passes and Pay-as-you-go: Single visit premium tickets and pay-as-you-go access to fitness facilities at peak and off-peak rates, with discounted rates for members.
3. Food and Beverage: On-site restaurants and cafes including 1891 Restaurant, Beach Hut, Shack, Café R, and Café 21 generating revenue from meals and events.
4. Event and Theatre Tickets: Ticket sales for Rhyl Pavilion Theatre productions including pantomimes, concerts, and events, as well as venue hire for corporate events and private functions.
5. Attraction Admissions: Entry fees for attractions including SC2 waterpark and splash pad, Ninja Tag arena, and adventure play facilities.
6. Professional Qualifications and Training: Professionally accredited leisure qualifications offered to the local community through qualified and experienced trainers, including NPLQ, swimming teacher courses, and first aid qualifications.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Denbighshire Leisure Ltd operates a diversified portfolio of public leisure facilities across Denbighshire, Wales, including eight leisure centres with gyms, swimming pools, and group exercise classes; family attractions such as SC2 waterpark and Ninja TAG arena; Rhyl Pavilion Theatre; food and beverage venues; and event spaces. The company sells monthly memberships, day passes, attraction tickets, theatre tickets, and dining, alongside operating the UK Leisure Framework for public sector leisure projects in partnership with Alliance Leisure Services.

Product overview

Denbighshire Leisure Ltd operates a diversified portfolio of leisure, entertainment, and community services across Denbighshire, Wales. The company manages eight leisure centres offering fitness (with Technogym equipment), swimming, and group exercise classes (approximately 80 sessions weekly). Key attractions include SC2 waterpark and Ninja TAG in Rhyl, NOVA Prestatyn, and Rhyl Pavilion Theatre. The company offers specialized programmes including Clubbercise (LED glowstick workouts), Studio 360 (immersive fitness), Club Cycle (indoor cycling with Technogym Connect), and Assist Fit (power-assisted rehabilitation equipment). Food and beverage operations include 1891 Restaurant, Beach Hut Nova, Shack, Café R, and Café 21. The company also manages the UK Leisure Framework in partnership with Alliance Leisure Services, providing business solutions for public sector leisure projects. Community initiatives include Active Communities programmes and the annual Rhyl Airshow event.

Differentiator

Problem solved

Functional benefit

Products and services

• Leisure Centres
• SC2 Waterpark and Ninja TAG Arena
• Rhyl Pavilion Theatre
• 1891 Restaurant
• NOVA Prestatyn
• Clubbercise
• Studio 360 Immersive Fitness
• Assist Fit Power-Assisted Exercise
• Club Cycle Indoor Cycling
• UK Leisure Framework
• Learn with Us Training and Qualifications
• Active Communities Programmes
• Rhyl Airshow
• Food and Drink Venues
• Event Venues
• Ruthin Craft Centre

Quantifiable outcome

• UK Leisure Framework has helped achieve 206 projects totalling £313 million with £250 million more in developments underway
• +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

Integration7 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Alliance Leisure Services LtdcoreStrategic or Co-development PartnerDevelopment partner for the UK Leisure Framework, offering business solutions for major leisure projects including design, refurbishment, construction and development of leisure centres, theatres, play facilities, recreation facilities and sports facilities across the UK public sector. Managing Director Paul Cluett has provided positive testimonials about DLL's achievements.
• Alliance Leisure Services LtdcoreGTM or Marketing PartnerPresents the UK Leisure Framework to public sector organisations; joint marketing and promotion of framework services nationwide.
• Alliance Leisure Services LtdminorChannel Partner/ Reseller/ DistributorWebsite provider for denbighshireleisure.co.uk and related sites.
• Denbighshire County CouncilcoreStrategic or Co-development PartnerDLL operates as the trading company for the council, managing leisure facilities and delivering community services. The council is DLL's landlord and has partnered on decarbonisation works and facility investments.
• Anton Benson ProductionscoreStrategic or Co-development PartnerAward-winning production company producing annual pantomime at Rhyl Pavilion Theatre. Has produced Jack and the Beanstalk and Aladdin pantomimes.
• InnervacoreTechnology or IntegrationUK's only power-assisted exercise equipment manufacturer dedicated to older and specialist rehabilitation populations. Partnership to provide Assist Fit technology for older adults and those with long-term conditions.
• TechnoGymcoreTechnology or IntegrationEquipment provider for fitness suites across DLL facilities. Provides state-of-the-art gym equipment used by Olympic and professional athletes, including Pure Strength and Excite Live product lines.
• Rhyl Town CouncilminorStrategic or Co-development PartnerPartner organisation supporting the Rhyl Airshow event and local tourism initiatives.

Scale indicators7 records

Recent moves7 records

Expansion highlights8 records

Direct peers

• Fusion Lifestyle: Operates leisure and cultural facilities on behalf of local authorities across the UK, with a portfolio of sports, fitness, swimming and community venues. Directly comparable multi-venue council-leased operating model.
• Active Nation: UK charity operating leisure centres, swimming pools and community sports facilities with a focus on increasing participation. Comparable on mission-driven leisure operations, local-authority partnerships and tiered memberships.
• Everyone Active: Operates over 200 leisure and cultural facilities in partnership with UK local councils under a similar trust/social-enterprise model. Directly comparable for leisure centre management contracts, membership pricing and community programming.
• GLL (Greenwich Leisure Limited): UK's largest leisure social enterprise operating hundreds of leisure centres, fitness facilities and community programmes on behalf of local authorities. Directly comparable to DLL's model of running council-leased leisure venues as a non-profit / public-purpose operator with membership subscriptions and pay-as-you-go access.
• Places Leisure: Not-for-profit leisure operator managing facilities on behalf of local authorities with a portfolio of leisure centres, swimming, fitness and community health programmes. Closely matches DLL's community-leisure trust positioning and Denbighshire-style local-authority partnership.
• 1Life Management Solutions: UK leisure management specialist providing operational services to local authority leisure facilities including fitness, swimming and group exercise. Directly comparable outsourced leisure management model for councils.
• Mytime Active: Social enterprise running leisure centres, golf courses and health programmes in partnership with UK local authorities. Comparable on leisure centre management, memberships, and integrated health/community programming.
• Parkwood Leisure: UK leisure management company running council leisure centres, swimming pools and golf courses. Comparable on local-authority leisure operating model, multi-venue estate, and tiered membership structure.
• Better (GLL consumer brand): Consumer-facing brand of GLL offering leisure centre memberships, swimming, group exercise and attractions across the UK. Closely comparable on tiered membership pricing (£25–£50/month range), facility mix (gym, swim, classes), and public-sector operating model.

Broad incumbents

• Serco (Leisure division): Large multinational services group with a leisure services arm operating public leisure facilities on behalf of UK councils. Comparable on outsourced leisure management but at much larger scale and as part of a broader public services portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/denbighshireleisure
• Facebookfacebook.com/denbighshireleisure
• LinkedInlinkedin.com/company/denbighshire-leisure
• Instagraminstagram.com/denbighshireleisure

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 Denbighshire Leisure Ltd