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COMPANY PROFILE PROMOTION


Alliance Leisure’s fi rst-stage approach is to really challenge new clients about what elements they need in a new leisure facility There’s no point investing in a


new facility that fails to engage 89 per cent of the community


centre is and can be – it’s all about recognising the art of the possible.” Finding ‘the possible’ in a project


fi rst involves an exhaustive process of detailed demographic analysis, business planning and stakeholder engagement. Alongside detailed discussions


with the client, starting a meaningful conversation with the local community is vital, says Cluett. “We rely heavily on local knowledge and stakeholder engagement. Local member groups and councillors are really the earpieces to the wider community.” Before a client decides to commit


any further, there’ll also be a fairly clear prediction of future costs. “We take a highly diagnostic approach, and “put our money where our mouth is” to back the achievement of the feasibility study targets,” says Cluett.


Ground-breaking model This unique model has been successful in past Alliance Leisure projects because it


September 2013 © Cybertrek 2013


essentially turns the procurement process on its head. By the more traditional


route, a council may pay high fees in the pre-contract phase. If it goes ahead, there will undoubtedly be a much slower delivery process, with unpredicatable and rising costs, and with all the risks of construction borne solely by the local authority. Still working within council and


Deeside now has a spa to rival private spa facilities


that means in terms of requirements on the gym fl oor, says Cluett “Also, local authority fi tness income


EU regulations and the Development Framework, the Alliance Leisure process can eliminate the fear of the unknown from the outset, while at the same time bridging the funding and skills gap. Its early-stage analysis can also


produce fresh and exciting ideas, generated by a team that’s dedicated to researching new trends. “For example, few may have predicted the huge rise in popularity of functional fi tness and what


is being challenged with the rise of private sector budget clubs, so we must fi nd commercially-viable concepts that refresh the leisure offer, ensure wider community engagement, address the ageing population and promote social cohesion,” he says. Alliance Leisure clients can be sure


that once the scoping and investigation phase is complete, says Cluett, they are on the path to a truly sustainable and inspirational project. ●


Read Health Club Management online at healthclubmanagement.co.uk/digital 57


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