1610 Active
1610 Active is a UK leisure trust operating four leisure centres across Somerset and Dorset, offering gym, swim, and group exercise access via tiered memberships, pay-as-you-go, and school and corporate programmes on a PerfectGym-powered booking platform. As of August 2024 it operates as a wholly owned subsidiary of Freedom Leisure.
- Company typePrivate
- Founded2009
- HeadquartersBridgwater, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What 1610 Active does
1610 Active, legally 1610 Ltd., is a UK leisure trust operating four purpose-built leisure centres across Somerset and Dorset — Chard Fitness & Wellbeing, Dorchester Sports Centre, Robert Blake and Elmwood Leisure, and Trinity Sports & Leisure — offering gym facilities, group exercise classes, swimming pools, and structured swim lessons. The core service catalogue spans multiple membership tiers (Premier, Corporate, Exercise Referral, Fit and Active for students aged 12–18, and Love Sport for trampolining), supplemented by pay-as-you-go access, personal training, the Kickstart personalised programme, kids' birthday parties, school and corporate activity packages, and a third-party Muhdo DNA Health Test add-on.
The digital layer is built on the third-party PerfectGym booking and membership management platform, surfaced to members through the 1610 Active 2 mobile app on iOS and Android and a web-based online booking portal; no proprietary technology stack is operated in-house. Equipment is sourced from TechnoGym and Pavigym, and the swim lesson curriculum follows the Swim England Learn to Swim national pathway, delivered for ages 0–99 across the four pools.
The business model is a hybrid subscription and transaction-fee model: monthly recurring memberships form the recurring revenue base, with corporate packages, healthcare-referred memberships, and student memberships layered on top, while casual pay-as-you-go sessions, personal training, venue hire, and ancillary services provide transactional upside. Distribution is direct-to-consumer via the four physical centres and self-serve digital channels, supported by a centre-based customer experience team. As of 1 August 2024, 1610 became a wholly owned subsidiary of Freedom Leisure, a UK strategic operating company in the leisure sector.
1610 Active firmographics
Firmographics- Name
- 1610 Active
- Legal name
- 1610 Ltd.
- Website
- https://1610.org.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 1610 Active is a UK leisure trust operating four leisure centres across Somerset and Dorset, offering gym, swim, and group exercise access via tiered memberships, pay-as-you-go, and school and corporate programmes on a PerfectGym-powered booking platform. As of August 2024 it operates as a wholly owned subsidiary of Freedom Leisure.
- Ownership category
- akta.pro rank
1610 Active industry classification
Industry- Product category
- Leisure and Fitness Centre Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Aquatic Centers & Swimming Facilities (MPAKAEAF)
- akta.pro secondary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
Keywords
Where 1610 Active is headquartered
LocationHeadquarters
- HQ city
- Bridgwater
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
1610 Active business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Membership Subscriptions: Monthly recurring membership fees providing access to fitness equipment, group exercise classes, swimming pools, and expert support. Multiple tier options target different customer segments.
- Pay As You Go: Casual access to facilities and classes without monthly commitment, charged per session
- Corporate Memberships: Bespoke corporate membership packages for businesses to support employee health and wellbeing
- Exercise Referral Programme: Doctor or health professional-referred members joining through structured exercise referral pathway
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premier Membership - Full access to all facilities |
| Subscription | Monthly | Corporate Membership - Employee wellness packages |
| Subscription | Monthly | Exercise Referral Membership - Health professional referred |
| Subscription | Monthly | Fit and Active Membership - Students aged 12-18 |
| Subscription | Monthly | Love Sport Membership - Trampolining skills |
| Usage-based | Pay-as-you-go | Pay As You Go |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
1610 Active product offering
Product offeringCore offering
1610 Active operates four community leisure centres across Somerset and Dorset, providing gym facilities, two swimming pools at Premier locations, group exercise classes (Group Cycle, Yoga, Aquafit, Kettlebells), a Learn to Swim programme following the Swim England pathway for ages 0-99, personal training, and bespoke corporate and school activity packages. Members and casual users access the facilities via monthly memberships, pay-as-you-go pricing, and bookings through the PerfectGym-powered mobile app and web portal.
Product overview
1610 Active operates a network of leisure centres across the UK offering fitness, swimming, and wellness services. The core offering centres on a Perfect Gym-powered digital booking and membership platform accessible via mobile app (iOS/Android) and web portal, which manages class bookings, gym sessions, and swimming activities. The portfolio comprises multiple membership tiers (Premier, Corporate, Exercise Referral, Fit and Active, Love Sport) and ancillary services including group exercise classes, swimming lessons, personal training, Kickstart personalised programmes, kids birthday parties, and school/corporate activities. The company also offers a Muhdo DNA Health Test as a complementary health analytics add-on. As of August 2024, 1610 became a wholly owned subsidiary of Freedom Leisure.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Swimming lessons available for ages 0-99 years following Swim England Learn to Swim pathway
Companies that use 1610 Active
Customer profileSegments5 records
Ideal customer profiles5 records
1610 Active technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
1610 Active partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Freedom Leisurecore1610 Leisure Trust joined forces with Freedom Leisure on 1st August 2024. The partnership resulted in 1610 becoming a wholly owned subsidiary of Freedom Leisure, providing 1610 greater access to support and resources to better serve local communities.
- Swim EnglandcoreNational governing body partnership for Learn to Swim programme. 1610 follows the Swim England Learn to Swim pathway, ensuring structured progression from ages 0-99 years.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
1610 Active competitors and assessment
Company assessmentDirect peers
- GLL (Better): UK's largest leisure trust operating Better-branded centres with gyms, pools, swim lessons and group fitness on a social-enterprise model - direct competitor for council-managed leisure contracts in the same regions as 1610.
- Serco Leisure Operations: Operates public leisure centres (gym, swim, classes) on long-term council contracts in the UK, with comparable facility scope and membership pricing tiers - competes for the same council tenders as 1610.
- Places Leisure: UK leisure trust operating council-leased leisure centres, swimming pools, and fitness facilities with a community-focused trust model mirroring 1610's positioning.
- Everyone Active: UK leisure trust operating council-leased leisure centres with gyms, swimming pools, group exercise and swim lessons under a comparable membership-based community model, directly competing for council contracts.
- Freedom Leisure: Direct parent and largest peer - operates a national portfolio of leisure centres, swimming pools, and fitness facilities across the UK under the same trust/community-leisure operating model as 1610.
- Better (Local Leisure): Operating partner delivering leisure facilities, swimming lessons, fitness memberships, and community programmes on behalf of local authorities - directly comparable membership and pool-centric service stack.
Broad incumbents
- The Gym Group: National low-cost gym operator with no-frills memberships and growing group-class capability - competes for price-sensitive fitness consumers in South West markets.
- David Lloyd Leisure: Premium family health club chain with extensive swimming, racquets and group exercise programming - serves as the premium-tier benchmark against which 1610's Premier membership competes.
- PureGym: UK's largest low-cost gym chain offering nationwide 24/7 memberships with growing class and swim offerings in some sites - represents the price-disciplined competitive ceiling for casual members in 1610's catchment.
- Nuffield Health: UK health club operator with pools, gyms, swim lessons and clinical-wellness integration (including GP referrals) - directly comparable on Exercise Referral and Learn-to-Swim offerings.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
1610 Active social profiles
Digital presence1610 Active financial estimates
Financial estimateRevenue estimate
Valuation estimate
1610 Active leadership team
Management profileNumber of profiles
1610 Active funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
1610 Active M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 1610 Active
What does 1610 Active do?
1610 Active operates four community leisure centres across Somerset and Dorset, providing gym facilities, two swimming pools at Premier locations, group exercise classes (Group Cycle, Yoga, Aquafit, Kettlebells), a Learn to Swim programme following the Swim England pathway for ages 0-99, personal training, and bespoke corporate and school activity packages. Members and casual users access the facilities via monthly memberships, pay-as-you-go pricing, and bookings through the PerfectGym-powered mobile app and web portal.
Is 1610 Active a public or private company?
1610 Active is a private company. It is classified as corporate owned and is currently operating.
When was 1610 Active founded?
1610 Active was founded in 2009. It employs 51 to 100 people.
Where is 1610 Active based?
1610 Active is headquartered in Bridgwater, United Kingdom, in the Europe region.
How does 1610 Active make money?
Four revenue lines are on record. Membership Subscriptions are the primary driver. The others are pay As You Go, corporate Memberships and exercise Referral Programme.
Who are 1610 Active's main competitors?
Direct peers on record are GLL (Better), Serco Leisure Operations, Places Leisure, Everyone Active, Freedom Leisure and Better (Local Leisure). Broad incumbents are The Gym Group, David Lloyd Leisure, PureGym and Nuffield Health.
Does 1610 Active have an API?
No public API is recorded for 1610 Active.
What industry is 1610 Active in?
1610 Active's product category is Leisure and Fitness Centre Services. Its primary akta.pro industry code is MPAKAEAF, Aquatic Centers & Swimming Facilities, with a secondary code of EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding). Its NAICS code is 713940 and its SIC code is 7997.