The five-year
membership
target was
achieved in just
over one year
of the agenda. It developed various focus
groups, through the Community Action
Network, to work with traditionally
hard to reach groups and improve
engagement. These included the patients’
and Asian women’s forums – as a result
of the latter, programming in the pool
now allows for women-only sessions.
Visually-, physically- and hearing-impaired
people also sat on the design team,
offering advice on things like using
contrasting colours and symbols for way-
fi nding and signage, rather than words.
The main glazed atrium is the most
striking feature and the centrepiece of the
whole facility, acting as a vibrant, colourful
hub for both the health and the fi tness
facilities, and featuring commissioned
sculptures which were partially funded by
an Arts Council North West grant.
A 90-station fi tness suite is located
at the heart of the centre, overlooked Integration Visitors do not need to leave the building to move between health and leisure
by anyone coming or going. Paul Foster,
leisure development manager with health awareness initiatives, previously successful engagement and increased
Burnley Borough Council, says this delivered from another venue – says the participation and it’s had a greater
visibility has had a positive effect on difference in uptake of all schemes since impact than we anticipated. From a
encouraging activity: “We were a bit the collaboration has been dramatic: “In service perspective, it’s been fantastic to
concerned that the general public might the case of exercise referrals, a patient have the council’s sports development
be a little intimidated seeing young, fi t can be seen by a medical practitioner, team in the same building as facilities
people pounding on the treadmills, but it then we often come to see them straight management, along with the Healthy
hasn’t been that way – it’s used by a really away, without them even leaving the Lifestyles team. We’re already becoming
diverse cross-section of people, so it’s building. The drop-off from prescription more integrated – it’s a hub from which
had a great effect.” Zilpha Lang, centre is therefore much smaller. we can work more effectively with all
manager, adds: “People are beginning to “The closer working relationship partners in a variety of ways.”
realise that physical activity can be for between leisure services and health Stewart Ingham, marketing manager
them – ‘ordinary’ people – as well.” services has also manifested itself in at Burnley Borough Council, adds: “Like
The need for a facility that encouraged many subtle ways, such as installing any new facility, St Peter’s attracted a
integration was paramount. The building healthy options in vending. Tackling lot of preliminary interest – more than
is split in terms of the PCT (health) and health inequalities is very much a 10,000 visitors toured in the fi rst four
local authority (leisure) managed areas, process of gradual chipping away.” days of opening – but this has been
but the clear synergies between some The project has also helped give sustained. We continue to attract an
of the services on offer – physiotherapy exercise a new level of awareness, she average of 120+ new members a month,
and fi tness, for example – needed to be says: “Just getting some people in the due mainly to the combination of high
refl ected in the layout, allowing for easy building – many of whom are from the quality facilities and a very competitive
transfer. As a result, physiotherapy, for most deprived backgrounds and with pricing structure.” He adds that the fi ve-
example, has its own entrance to the physical activity not on their agenda – has year membership target was achieved
fi tness suite to facilitate rehab sessions. been a terrifi c achievement.” Lang agrees: in just over one year, with a 50,000
Linda Searle, manager of the local “We’re seeing a lot of new faces. We’re increase in number of visits compared to
Healthy Lifestyles programme – the delivering new services and classes, and the old William Thompson Centre.
umbrella term for the exercise are reaching a totally new audience.”
prescription, weight management, cardiac Foster continues: “The whole project duncan jenner
rehab, stop smoking clinics and other has provided the stimulus for more healthclub@leisuremedia.com
january 2009 © cybertrek 2009 Read Health Club Management online 53
healthclubmanagement.co.uk/digital
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