NEW OPENING NE
The council’s Wellington Civic Leisure Centre delivers an equal balance of strength and cardio equipment
option,” explains Stuart Walker, operations team leader (north) for Telford & Wrekin Council. “The floor space available meant we could incorporate bigger pieces of equipment, such as Cybex’s Big Iron lifting platforms and a larger functional training area, without jeopardising the space dedicated to core cardio pieces that are still essential to the gym’s offering. “Our research showed that the
distance between Oakengates and Newport meant both sites were targeting different catchment areas. We therefore made the decision to tap into one of the industry’s most popular trends and open two strength-focused gyms within the network, and they’ve been very well received.” He continues: “It’s very important
that we don’t isolate our existing users, and we’ve proven that we can introduce training specialisms while still retaining our wide-ranging membership base. The new strength equipment isn’t changing our demographic, but is adding value for existing members and attracting new ones.” Indeed, both sites have already seen an influx of members demanding a well-equipped strength training facility.
Specialising without alienating The portfolio of facilities now delivers a wide range of training options to the council’s growing membership base: Abraham Darby specialises in cardio training, with more equipment, a group cycle studio and aerobic-focused classes; Phoenix Leisure Centre attracts those demanding a larger space for workouts, concentrating on core strength and functional training, and includes a dedicated area with punch bags and
suspension training; Wellington Civic Leisure Centre delivers an equal balance of strength and cardio equipment; and Oakengates and Newport incorporate more equipment from Cybex’s VR1, VR3 and Eagle selectorised strength lines, alongside heavier weight increments for both dumbbells and medicine balls. But it’s not just the range of
equipment that members are benefiting from – it’s the chance to train across multiple sites too. “Training in a different environment, interacting with new staff and fellow members helps keep clients engaged and our offering varied and exciting,” says Newens.
Schemes and programmes Thanks to the diversity of the leisure centres, Telford & Wrekin Council is able to dedicate facilities and funding to a wide range of sports and age-specific training programmes. For example, NRGIZE is the council’s
health and fitness programme aimed at 11- to 15-year-olds; part-funded by the NHS, the scheme delivers fitness activities specifically for younger users.
“At each of our sites, we’ve made allowances for younger gym users by incorporating NRGIZE rooms: a dividing wall creates a separate area to train in,” explains Griffiths. “The space still houses a mix of cardio and resistance equipment, but means that NRGIZE instructors can lead private sessions in a quieter space – an area that younger users can train in without feeling intimidated by other members.” The sites’ flexibility also means that
during peak times, the dividing wall can also be removed to create a larger workout space. All of the council’s gyms are also home to an extensive range of stage
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2 IFI-accredited equipment from Cybex’s Total Access range. The equipment is designed to be accessible to the physically impaired without excluding other exercisers; the council runs its Inclusive Leisure Scheme to encourage volunteers to support disabled adults in the gym. Other initiatives include the GP
referral scheme, Tackle Your Health, Sportivate and Street Games, all of which are plans dedicated to improving the health and fitness levels of the borough’s residents.
Elite sport While improved fitness for all remains the council’s key focus, the new sites have attracted attention from a number of elite sporting bodies. Abraham Darby Leisure Centre
received funding from Badminton England to enhance the sports hall. Similarly, a grant of £1.5m from Sport England’s Iconic Facilities fund assisted the renovation of Phoenix Leisure Centre and provided a sports hall, 3G synthetic turf pitch and national standard BMX track; this site is now a Centre of Excellence for netball, table tennis, BMX and also home to Rugby League National 3 side Telford Raiders. “For our facilities to be recognised on
a national level is a fantastic achievement and is something we’re very proud of,” comments Newens. But it’s the residents of Telford &
Wrekin who remain at the heart of the local authority’s approach, as Newens concludes: “What we offer is an all-inclusive, well-packaged product – our facilities are outstanding, our staff are excellent and our strategy to adopt gym-specific training specialisms is proving a great success.” ●
April 2014 © Cybertrek 2014
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