LONDON AQUATIC CENTRE LIMITED

What LONDON AQUATIC CENTRE LIMITED does

London Aquatic Centre Limited operates the London Aquatics Centre, the Olympic and Paralympic legacy venue at Queen Elizabeth Olympic Park, Stratford (E20 2AQ). The facility, designed by Dame Zaha Hadid, comprises two 50m pools (a 10-lane, 3m-deep competition pool and a training pool with a movable boom allowing 25m split configurations and an adjustable-depth floor), a 25m diving pool with platforms from 1m to 10m plus a dry-dive practice area, a 100-station gym (resistance, cardio, functional, free weights), group exercise studios, and a café. Service offerings include Swim England-accredited swimming lessons from 4 months old running 50 weeks per year, fitness classes, personal training, the Tom Daley Diving Academy, Atlantis/family inflatable sessions, birthday parties, and venue hire for schools, clubs and event organisers.

The venue is operated by Everyone Active (Sports and Leisure Management Ltd) under an 8-year management contract (with extension option) awarded by the London Legacy Development Corporation (LLDC), effective 1 March 2024 and replacing incumbent operator GLL. Revenue is generated through multiple streams: subscription memberships across four tiers (YOU+ Ultimate, YOU+, MOVE+, Swimming Membership) giving access to 230+ Everyone Active facilities nationwide; pay-as-you-go activity fees priced from £4.50 concession off-peak swim to £15.00 adult gym; transaction-fee venue hire; event-hosting fees from national/international championships (Aquatics GB Championships with up to 14,000 spectators, British Swimming, AP Race London International) and filming; and recurring swimming-lesson fees. Customers span general public/members, competitive swimming clubs (Newham & UEL, Hackney Aquatics, Greenwich Royals, London Disability Swimming Club, Out to Swim, Aquavision, Otter Water Polo, London Fields Triathlon, Waltham Forest Gators), diving clubs (Dive London, Tom Daley Diving Academy), elite and aspiring athletes (Adam Peaty, Maisie Summers-Newton, Sporting Champions), schools/youth groups, and event organisers.

The business model combines community-facing consumer recreation with elite/event-driven utilisation, supported by a digital booking layer (Everyone Active iOS/Android app, joinonline.everyoneactive.com). Distribution is direct-to-consumer, with in-centre sales, mobile/self-serve booking, and B2B inquiry-based booking for clubs and enterprise event clients. Distribution and go-to-market extend through Everyone Active's 230+ leisure-facility network and through the venue's own marketing channels (website, Facebook, Instagram, X, email, 360° virtual tour, Sporting Champions outreach and hosted championships). The entity itself carries 9 employees, with on-the-ground operations delivered through the Everyone Active parent.

Name

LONDON AQUATIC CENTRE LIMITED

Legal name

Sports and Leisure Management Ltd

Website

https://londonaquaticscentre.org

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

London Aquatic Centre Limited operates the London 2012 Olympic aquatics venue at Queen Elizabeth Olympic Park under an 8-year Everyone Active/LLDC contract, serving general public, swimming and diving clubs, elite athletes and event organisers with two 50m pools, a diving pool and 100-station gym.

Ownership category

akta.pro rank

Product category

Leisure and Recreation Facilities

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industries

Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Water Safety, Lifeguarding & Training Services (Staffing, Certification) (THAAABAL)

Keywords

• Aquatics facility management
• Swimming lessons
• Leisure centre operations
• Fitness facilities
• Venue hire services

Headquarters

HQ city

Stratford

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, Technology or R&D

Revenue model

1. Membership Subscriptions: Multiple membership tiers (YOU+ Ultimate, YOU+, MOVE+, Swimming Membership) providing recurring revenue with benefits including access to all Everyone Active centres, priority booking, and member perks.
2. Pay-as-you-go Access: Casual access option where customers register for an Everyone Active card to book and pay for activities on a per-visit basis.
3. Activity Fees: Fees for swimming (peak/off-peak pricing with adult and concession rates), gym access, fitness classes, and special sessions like Atlantis Inflatable.
4. Venue Hire: Facility rental to schools, clubs, and events for regular or one-time bookings.
5. Event Hosting: Hosting major aquatics championships and competitions including British Swimming Championships, Aquatics GB Championships, generating ticket revenue and venue exposure.
6. Swimming Lessons: Lessons for all ages from 4 months old, running 50 weeks per year, 7 days a week. Includes synchronised swimming, diving, water polo, snorkelling and Rookie Lifeguard training.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

London Aquatics Centre Limited operates the London Aquatics Centre, an Olympic-legacy aquatic and fitness venue in Stratford. It provides swim, dive, gym, fitness class, swimming lesson, personal training, venue hire and event hosting services to consumers, clubs, schools and event organisers. The venue also hosts major national and international aquatics championships and serves as the home of the Tom Daley Diving Academy and Dive London Aquatics Club.

Product overview

London Aquatics Centre operates as a multi-facility leisure venue built around three swimming pools (50m Competition Pool, 50m Training Pool, and 25m Diving Pool with 1m-10m platforms) plus a 100-station gym, group exercise studios, and café. The centre offers structured programmes including Swim England-accredited swimming lessons, the Tom Daley Diving Academy, and a Sporting Champions athlete development scheme. Multiple membership tiers (YOU+ ULTIMATE, YOU+, MOVE+, Swimming Membership, Pay As You Go) provide access to facilities and services. The venue hosts swimming clubs and diving clubs, and is available for venue hire. All bookings and memberships are managed through the Everyone Active digital platform and mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Swimming Sessions Public lane swimming and family swim sessions at the 50m Competition Pool and 50m Training Pool for individuals, families and groups of all swimming abilities.
• Swimming Lessons Swim England-accredited swimming lessons for all ages from 4 months old, running 50 weeks per year, 7 days a week, including synchronised swimming and Rookie Lifeguard training.
• Diving Sessions and Academy Diving pool access with 1m-10m platforms, plus the Tom Daley Diving Academy talent identification and clear pathway programme run by Dive London Aquatics Club for aspiring divers.
• Dry Diving Practice area adjacent to the dive pool allowing divers to rehearse technique on springboards and platforms without water entry.
• Gym Access Access to the 100-station gym equipped with resistance machines, cardio equipment, functional training kit and free weights zones for adults and juniors.
• Fitness Classes Group exercise timetable including group cycle, circuit training, yoga and other group fitness activities held in the fitness studio.
• Personal Training One-on-one personal training sessions delivered by qualified trainers in the gym and fitness facilities.
• Atlantis and Family Inflatable Sessions Pool inflatable obstacle course sessions for families and juniors providing a fun aquatic adventure activity.
• Birthday Parties Birthday party venue hire at the London Aquatics Centre with aquatic and activity options for children.
• Venue Hire Facility rental services for schools, clubs, event organisers and commercial users including use of pools for filming, photography and galas.
• Event Hosting and Championships Hosting of national and international aquatics championships, galas, filming and large-scale spectator events at the venue under partnerships with national governing bodies.

Quantifiable outcome

• 1 million+ visits per year from community use, learn-to-swim programmes, and club/elite training
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core, flagship and minor.

• London Legacy Development Corporation (LLDC)coreStrategic or Co-development Partner · 1 March 2024LLDC appointed Everyone Active as the new operator for London Aquatics Centre under an 8-year contract (with option to extend) starting March 1, 2024. LLDC is the development corporation responsible for Queen Elizabeth Olympic Park. This replaced GLL's operation since 2014.
• AP Race Club (Adam Peaty)flagshipStrategic or Co-development Partner · 1 March 2024Five-year partnership agreement with Adam Peaty's AP Race Club for a series of forthcoming swimming events. The highly anticipated AP Race London International returns to the venue from 25 to 27 May 2024 after successful first event in 2023. Adam Peaty serves as an ambassador alongside Maisie Summers-Newton.
• Sporting Champions ProgrammecoreStrategic or Co-development PartnerEveryone Active's sports talent development scheme that provides aspiring athletes with free access to training facilities, mentoring from Olympians/Paralympians including Colin Jackson, Maisie Summers-Newton, Lauren Steadman. The scheme has invested over £2million in 5,000+ athletes since 2016.
• Dive London Aquatics ClubflagshipStrategic or Co-development PartnerUK's premier diving club operating at the venue, producing Olympic champions including Tom Daley, Matty Lee, Andrea Spendolini-Sirieix, Grace Reid, and Kyle Kothari. Includes Tom Daley Diving Academy and official Swim England talent development centre status.
• Tom Daley Diving AcademycoreStrategic or Co-development PartnerClear pathway programme for aspiring divers at London Aquatics Centre as part of Dive London Aquatics Club. Children with backgrounds in gymnastics, tumbling, trampolining or dance are sought for talent ID programme.
• Newham & University of East London Swimming ClubcoreChannel Partner/ Reseller/ DistributorHost swimming club at the venue - competitive swimming club in Borough of Newham, East London committed to helping members reach their potential in the pool with tools, training and competition experience.
• Hackney Aquatics ClubminorChannel Partner/ Reseller/ DistributorInclusive swimming club for competitive swimmers aged 6-65+ offering age-group swimming, Masters, para-squads, and open water training.
• Greenwich Royals Swimming ClubminorChannel Partner/ Reseller/ DistributorSwimming club based in Royal Borough of Greenwich providing programmes for all ages and abilities, competing in Premier Division of London Arena League and County, Regional and Nationals.
• Waltham Forest GatorsminorChannel Partner/ Reseller/ DistributorSmall passionate club offering academy, performance, masters programme and swim fit pathways for competitive swimmers.
• London Disability Swimming ClubcoreChannel Partner/ Reseller/ DistributorOrganisation offering training and assistance every two months during National and International Swimming competitions for swimmers classified or eligible for IPC classification, serving as hub for disability swimming in London from grassroots to para-swimmers.
• Out to SwimminorChannel Partner/ Reseller/ DistributorLGBTQ+ aquatics club founded in 1992, based in London, Brighton and Bristol, offering comprehensive swimming programme in welcoming and inclusive environment.
• AquavisionminorChannel Partner/ Reseller/ DistributorMost extensive synchronized swimming club in North East London, cultivating healthier communities through swimming and synchronized swimming with commitment to accessibility.
• Otter Swimming & Water PolominorChannel Partner/ Reseller/ DistributorFastest-growing water polo club in UK with three men's teams, two women's teams, and four girls National age group teams.
• London Fields Triathlon ClubminorChannel Partner/ Reseller/ DistributorNot-for-profit triathlon club founded 2009 advancing triathlon in local community with coached sessions and events for novices to Ironman veterans.
• Aquatics GBflagshipStrategic or Co-development PartnerNational governing body partnership hosting Aquatics GB Swimming Championships at the venue. Six-day competition with up to 14,000 fans, awarding British titles in 36 medal events and serving as selection event for Great Britain team and Commonwealth Games.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Active Nation: UK not-for-profit leisure operator running pools, gyms, and fitness facilities in partnership with local authorities. Comparable trust-based operating model targetting similar community and council contract segments.
• Places Leisure: UK leisure operator managing pools and fitness facilities on behalf of local authorities. Competes for the same council-contract opportunities and operates similar community membership and learn-to-swim programmes.
• Manchester Aquatics Centre: Olympic-standard aquatic venue (1996 and 2002 Commonwealth Games) operated by Better. Closest comparable Olympic-class UK pool facility with diving platforms, competition pool, and community programming.
• Better (formerly GLL): UK's largest leisure charitable social enterprise operating 400+ leisure facilities, including major aquatic venues such as Manchester Aquatics Centre. Direct competitor for local-authority leisure contracts and the predecessor operator of London Aquatics Centre.
• Sandwell Aquatics Centre: Newly built (2022) Commonwealth Games aquatic venue in the West Midlands with 10m diving platform and 50m pool. Comparable modern Olympic-class venue with community and competitive programming.
• Mytime Active: UK leisure trust operating pools, gyms, and golf courses across southern England. Comparable social-enterprise operating model with subscription memberships and council contract management.
• Ponds Forge International Sports Centre: Major Sheffield aquatic venue with 50m Olympic-size pool, diving facilities, and event hosting. Comparable mid-tier UK aquatic venue with mixed community, club, and competition use.

Broad incumbents

• Virgin Active: Premium UK health club chain with multiple pools per club and a focus on family and fitness memberships. Broader premium positioning but overlapping subscription-based pool and gym access model.
• Nuffield Health: UK's largest healthcare charity operating fitness clubs with pools alongside hospitals and clinical services. Comparable gym-and-pool membership model targeting health-conscious consumers, though with a broader healthcare footprint.
• David Lloyd Leisure: UK premium family leisure chain with 100+ clubs featuring indoor and outdoor pools, gyms, and racquets. Broader premium positioning but overlapping aquatic and fitness offerings aimed at similar family and fitness demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/aquaticscentre
• Facebookfacebook.com/LondonAquaticsCentre
• Instagraminstagram.com/londonaquaticcentre/?hl=en
• LinkedInlinkedin.com/company/london-aquatic-centre-limited

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 LONDON AQUATIC CENTRE LIMITED