Agenda item

This matter is the responsibility of Executive Councillor Derek Perry, Portfolio Holder for Sports, Parks, Leisure and Phosphates.

Report Author:  Steve Hughes, Programme Manager (Coastal, Assets and Leisure) -External Operations.

A presentation will be made by representative from Sports and Leisure Management, Mark Washington and Toni Gaskins.

The Report was introduced by Executive Councillor Derek Perry, Portfolio Holder for Sports, Parks, Leisure and Phosphates, supported by Steve Hughes.

Cllr Perry stated that the biggest challenges that SLM faced was the legacy of COVID19, and now the inflationary issues caused by the Cost-of-Living crisis. Due to this SLM had instigated price increases across their sites, which they were at liberty to implement, This could not be vetoed in any way by the Executive and was an operational procedure. Also as part of the reorganisation, Councillors and SWT staff would no longer be able to make use of discounted fees during off-peak hours.

Steve Hughes stated that the reporting period was from April-September 2022, and he was aware that this seemed a long time ago. In the upcoming presentation, SLM would be outlining their operations during that time and beyond to show how they were dealing with the current challenges.

Representatives from Everyone Active, Mark Washington and Toni Gaskins presented a series of slides highlighting recent work. These slides can be viewed here.

In response to a question raised at their previous visit in July 2022,

Noted in the Minutes of the Community Scrutiny Meeting held on the 27 July 2022.

Is there any way to analyse users of the leisure facilities via postcode, to get a breakdown of the demographic? In particular in Priorswood concerning Wellsprings which was operating in a very deprived area. - The Chair agreed that this was an answer that could be provided at the next update.

Mark Washington was able to answer that 838 members of Wellsprings Leisure Centre lived within a 2mile radius of the site. This was approximately 50% of the total membership and this was equally split 50/50 between male and female users and covered a broad age range. Further information on the other leisure venues could be provided if required.

Councillors asked if this data could be made available and also a breakdown on useage. (Taken to Written Answer Tracker.) It was also asked if information was forthcoming from the wider West Somerset area, bearing in mind it was unlikely that they would travel so far to use these facilities.

Questions and comments from the Committee included:-

·       Good H&S stats especially with regard to RIDDOR and the lack of accidents caused by slips and trips in the water environments. Good management in place. 1.68 per 1,000 visitors is a good industry standard but work will be done to compare this to other operators and set a benchmark.

·       H&S and the recording of near misses as well as accidents is one of the strongest aspects of service with SLM. There is a fantastic commitment to training, awareness and record keeping ensuring that the customers get the safest possible experience when using the facilities. There is a policy of sharing information across the Leisure Centres in real time so that staff are constantly updated on any challenges that might be encountered day-to-day. SLM foster a learning culture and it is important that all H&S information is recorded and monitored and the appropriate mitigations are put in place.

·       There were some cleanliness issues in the previous reporting period to do with Wellington Sports Centre. These concerns are now being addressed within the existing budget, and a new general manager is keeping on top of ISA Cleaning who are still in place and completing their contract.

·       Despite the challenges of competitors pricing strategies, Everyone Active continues to offer a service beyond that of the cheapest Gym operative. They have lost customers to PureGym in Taunton and this is reflected in the memberships, but PureGym do not have the range of leisure facilities that the SLM sites offer. (Pool. Fitness Classes, Spinning, Racquet sports etc). The Wellington Leisure Centre is managing to retain its membership despite other operators nearby.

·       The GP Exercise Referral Scheme membership has been increasing substantially and this has mainly been taken up at Blackbrook and Wellington. Wellsprings has successfully held its membership figures.

·       It was asked if prices could be reduced at SWT Leisure Centres to accommodate those members who only wanted to use the gym facilities and be more competitive against PureGym. The response was that it was a risky pricing strategy to adopt, and that PureGym had an aggressive opening offer to encourage take-up of their facilities. After 6 months the membership pricing would be increased, and as such SLM were seeing some of these customers returning to use their facilities. PureGym also aim their product at a completely different demographic to the SLM Leisure centres.

·       The GP referrals at present are coming from Musgrove into Wellsprings and are channelled through a specialist leisure assistant.

·       A comment was made as to whether the refurbishment of the tennis courts at Vivary Park would adversely affect the memberships at other leisure centres. If the consultation allows for users to approve the pricing policy and money can be drawn down from the Tennis Association to enhance these courts, then it is envisaged that this will be a positive outcome for tennis in Taunton. It will enable more users to access the sport and from there feed into other opportunities.

·       GP Referral – Currently 6 referrals have been made at £30 per person. This is to cover an initial 4-week period and introduce them to the facilities. SLM is currently looking at ways this offer could be extended and enhanced to increase users and take-up. This is an area of the business they are looking to expand.

·       Cllr Mansell extended thanks for the assistance to Wivey Pool and the community training that was being provided free of charge to the resident lifeguards. This would enable the lifeguards to maintain their level of training through the closed winter months.

·       The work towards de-carbonisation of the Leisure Centres was welcomed through recycling and other embedded initiatives. It was suggested that maybe discounts could be awarded to customers who provided their own hot drinking container rather than using a paper cup which was currently costed at 18p. Mark Washington agreed to follow this up, as it was not being offered at present, and would be a quick and easy discount to implement.

·       Mark Washington clarified that although a main part of the report focussed on membership take-up this was not the entire business. A key make up of users centred around the “pay to play” aspect which encouraged participation in sport. He agreed to feed this into his next report at a future meeting.

·       It was also agreed that going forwards the user data would be presented in a better way, to highlight trends and seasonal changes, and allow for more meaningful analysis.

·       SLM do contact their users to get customer feedback, usually via email address. The main reason for people ceasing to use facilities is due to moving away from the area. SLM do undertake “leaver surveys” when they are notified that someone is ceasing to use their business and this focusses on the level of service offered, safety and cleanliness.

·       Corporate memberships are available, where SLM have been invited to attend via the employer. These include blood pressure checks and discussions on what facilities are available to employees. They also hope to expand this into general outreach programmes.

·       Questions were asked around the marketing strategies employed, especially around the older age demographic. PureGym’s average age user is between 18-26 in general and are young, fit mobile people. The facilities used centre around the free weights and pumping iron and this is the demographic that PureGym concentrate their marketing on. The Chair also offered some user feedback around Blackbrook Leisure Centre, which Mark Washington agreed to take away and address. SLM do use a variety of communications to market their offers, which cover a broad range of targeted user groups. This is everything from the traditional methods such as posters and advertising, to social media engagement and simple word of mouth.

·       Somerset Moves is a steering group that has just been set up and is tasked to get users in remote locations to facilities and investigate how this can be achieved. Reports on this will be fed back at future meetings.

The Committee noted the update and the Chair thanked Mark and Toni for attending the meeting.