Leisure @ Cheltenham

Name

Leisure @ Cheltenham

Legal name

The Cheltenham Trust

Website

https://leisureatcheltenham.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Community Leisure Centre and Gym

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), Racetracks (711212)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industry

Adventure Sports & Activity Centers (Paragliding, Surf Schools, Guided Activities) (THAAAAAL)

Keywords

• Community leisure centre
• Swimming pool facilities
• Fitness gym membership
• Swimming lessons program
• Wellness spa services

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Membership Subscriptions: Monthly and annual direct debit memberships providing unlimited or priority access to facilities including gym, swimming pools, classes, and wellness suite. Includes Adult, Family, Concession, Student, Kickstarter (11-15 year olds), Swim Only, and Platinum tiers.
2. Pay-as-you-go Sessions: Non-members can book individual sessions for swimming, gym, classes, and other facilities. Prices vary by activity and include family swimming (£4.50 adults, £3 children), soft play (£4 per child), and spa sessions (£9.90 non-members).
3. Party and Event Hire: Birthday party packages including soft play, splash and swim, football parties, pool parties, and party room hire with food. Also includes venue hire for external events at Prince of Wales Stadium.
4. Personal Training: Premium personal training services with individual PT sessions, packages (6x and 12x bundles), and group training sessions. Run by qualified personal trainers on staff.
5. Café Sales: Fitstop café serving sandwiches, salads, cakes, hot and cold drinks, and children's lunch packs. Open Monday-Friday 9:15am-1:15pm and weekends 9:30am-4:30pm.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Leisure at Cheltenham operates a community leisure centre and gym providing fitness, swimming, wellness, and children's activity services to individuals, families, and community groups in Cheltenham. The core offer combines tiered membership subscriptions with pay-as-you-go access to a refurbished gym, three swimming pools, a wellness suite, racquet sports, group exercise classes, swimming lessons, and children's activities, all delivered through an online booking platform and mobile app.

Product overview

Leisure at Cheltenham is a community leisure centre operated by The Cheltenham Trust in partnership with Cheltenham Borough Council. The facility offers a comprehensive suite of health and fitness services built around a recently refurbished gym with modern equipment, three swimming pools (main, teaching, and diving), and a wellness suite. The centre provides structured programmes including Swim England-accredited swimming lessons, personal training services (Focus on You), and group exercise classes. Children's offerings include gymnastics, trampolining, splash pad, and soft play activities. Additional facilities include racquet sports (squash, badminton, table tennis, short tennis), the Prince of Wales outdoor stadium with athletics track, and the Fitstop Café. The centre operates membership schemes including Adult, Family, Concession, Student, Kickstarter (junior), Swim Only, and Platinum tiers, alongside pay-as-you-go options.

Differentiator

Problem solved

Functional benefit

Brands

• Focus on You: Personal training service offered at the gym
• Fitstop Café
• Prince of Wales Sports and Events Bar
• Kickstarter Membership

Products and services

• Gym and Fitness Facilities Recently refurbished gym with open spaces, cutting-edge equipment, sled track, boxing zones, and TRX stations for comprehensive fitness training. Open to members and pay-as-you-go customers.
• Swimming Facilities Comprehensive swimming facilities including a 33m main pool, teaching pool, and diving pool with multiple boards ranging from 1m to 5m platform, available for public swim, lane swimming, and club hire.
• Wellness Suite

Quantifiable outcome

• Supports approximately 20 children per week with free sport and physical activity sessions through Move More partnership
• +2 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Cheltenham Borough CouncilcoreStrategic or Co-development PartnerLeisure at Cheltenham is operated by The Cheltenham Trust in partnership with Cheltenham Borough Council. The council provides public sector backing and community mandate for the leisure facility, while the trust manages day-to-day operations.
• Move More (Charity)coreStrategic or Co-development PartnerCharitable partnership supporting youth sports access. Donations from Miles for Memories campaign fund free weekly sport and physical activity sessions for children aged 6-12 in the Oakley area of Cheltenham, engaging approximately 20 children weekly. Move More delivers the provision with two coaches.
• The Cheltenham TrustcoreOthersRegistered charity (number 1158606) focused on developing Cheltenham's culture and sport offer through community engagement, sustainable investment and social enterprise. Operates Leisure at Cheltenham and Prince of Wales Stadium as a trading subsidiary (Cheltenham Culture & Leisure Trust, company 9133998). Engages audiences through arts, heritage, performance, tourism, sport, play and wellbeing.
• Swim EnglandminorStrategic or Co-development PartnerNational governing body for swimming whose Learn to Swim Programme criteria and outcomes are followed by Leisure at Cheltenham's swim school. Provides structured progression framework and awards system for lessons.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Active Nation: UK charity operating leisure and fitness facilities across multiple sites, focused on increasing community participation in sport. Similar mission-driven, council-affiliated community leisure operator.
• Fusion Lifestyle: UK charity and leisure trust running over 100 leisure facilities for local authorities, providing gyms, pools, and community programmes. Comparable mission, structure, and operating model.
• Everyone Active: Operates over 200 leisure centres in partnership with UK local councils, offering gyms, swim schools, classes, and family activities. Closely comparable in council-affiliated, community-focused operating model and product mix.
• Halo Leisure: UK charity operating leisure centres, swimming pools, and fitness facilities primarily in the West of England, often through council partnerships. Strong regional comparability given proximity to Cheltenham and similar West of England focus.
• Places Leisure: UK leisure trust operating council-partnership leisure centres with gyms, swimming pools, classes, and children's facilities. Comparable charitable/community operating model and breadth of offer.
• 1Life: UK leisure management company operating leisure centres on behalf of local councils, with a similar multi-use facility proposition including gyms, swimming, and classes.
• Better (GLL): UK's largest charitable leisure social enterprise, operating more than 250 leisure facilities on behalf of local authorities. Directly comparable as a non-profit, council-affiliated multi-facility operator with membership, swim school, and pay-as-you-go models.

Broad incumbents

• Nuffield Health: UK health and wellbeing charity operating fitness clubs, swimming pools, and family facilities. Comparable in charitable structure and breadth of fitness, swim, and family offerings, though at a larger national scale.
• PureGym: UK's largest low-cost gym chain with 600+ sites. Comparable as a fitness operator competing for the same Cheltenham consumer base, but operates a standardized, narrow-format gym model without pools or community programmes.
• David Lloyd Leisure: Premium UK health club chain with racquet sports, swimming, family facilities, and wellness suites. Overlaps significantly in product mix (pool, gym, classes, family, wellness) but at a premium price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/post
• Facebookfacebook.com/sharer.php
• Pinterestpinterest.com/pin/create/button/?url=https%3A%2F%2Fleisureatcheltenham.com%2F
• LinkedInlinkedin.com/company/leisure-cheltenham

Revenue estimate

Valuation estimate

Number of profiles

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 Leisure @ Cheltenham