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project profi les


MAXIMISING SPACE


Client: Sentinel Leisure Trust on behalf of Waveney District Council Supplier: Pulse


PROJECT PROFILE PROMOTION


The facility now offers a light and welcoming hotel-style reception area


P


ulse was appointed as strategic leisure partner for Waveney District Council (WDC) in November 2010, with the first project being the redevelopment of the 40-year-old Waterlane Leisure Centre. The


brief was to provide a future-proof, modern, high quality and family-friendly facility – offering more health, fitness, leisure and social activities and a wider appeal to the local community. Pulse’s role was to design and build, provide capital funding, project manage and equip the new centre, as well as providing sales and marketing support for the duration of the contract. Over the space of 52 weeks, and at a cost of £8m – funded


by Pulse, WDC via Sport England and Lowestoft 6th Form Centre – the public sector leisure centre was transformed to meet the diverse demands of the local community. By maximising the existing space, as well as by adding a


further 914sq m to the ground fl oor and an additional fi rst fl oor measuring 831sq m, the new leisure centre now offers: • A two-storey, 110-station Pulse fi tness suite • Dance studio • Martial arts studio • Dedicated group cycling studio • Squash courts


• 25m x 12.5m swimming pool • 12m x 7m teaching pool featuring a moveable fl oor and a viewing gallery • New facilities for the disabled • Thermal spa including steamroom, ice station, sauna, experience shower, heated loungers, foot spa and a relaxation zone • Six treatment rooms offering a full range of body and beauty treatments/experiences • High quality wet and dry changing facilities • Soft play and party zone • Conference facilities and function suite • The Source grill restaurant Pulse has designed an attractive and functional facility where


the attention to detail on fi nishes, décor, materials and build can be seen the whole way through. From the welcoming hotel- style reception to the spacious glazed atrium, and from the luxurious thermal spa to the state of the art, environmentally- effi cient 110-station Pulse fi tness suite, Waterlane Leisure Centre provides exclusive facilities on an inclusive basis. As part of the contract, Pulse rebranded the facility with a


refreshed logo alongside supporting sub-brands and modern creative illustrations. The brand values can be seen throughout the facility in areas such as interior design, signage, focal points and, most importantly, in all external marketing communications. Driving greater participation by providing affordable


memberships was key, and Pulse and the key stakeholders developed a unique ‘create your own membership’ concept. This allows users to structure their membership around their individual interests and lifestyle. Core membership – which covers swimming only – starts at only £15 a month (concessionary rate), or £25 standard rate. Other activities are then available as add-ons: activities such as spa, classes, gym. There are also saver cards and ‘pay as you go’ options across all activities to cater for visitors and tourists to the area. Pulse will continue to provide sales and marketing support


The centre’s thermal spa includes a steamroom and heated loungers


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and lifecycle investment as part of its partnership with WDC to help ensure the project’s sustainability. For more information: www.pulsefi tness.com


Read Health Club Management online at healthclubmanagement.co.uk/digital april 2012 © cybertrek 2012


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