We look inside a major five-site refurbishment, as Matrix partners with Pembrokeshire Leisure

Matrix Fitness has partnered with Pembrokeshire Leisure to deliver a transformation across five of its leisure centres – Tenby, Fishguard, Milford Haven, Pembroke and St David’s – in one of the most ambitious fitness upgrades in the region.

For Pembrokeshire Leisure, this was about more than equipment, it was about redefining what community fitness could look and feel like for the people of Pembrokeshire.

Gary Nicholas, leisure services manager, explains: “We weren’t looking for a supplier, we were looking for a partner who could understand our communities and Matrix came to the table with excellent equipment, creativity and a collaborative mindset.”

Matrix Fitness provided, end-to-end support, from layout design and equipment selection to flooring, branding, graphics and staff training. Standout equipment features include Matrix’s Versa Dual Strength range and Cardio Endurance series, with console selections tailored to each gym. Matrix also added Welsh language interfaces on cardio consoles– a detail valued by members.

St David’s was reimagined with dual-use Matrix equipment and space planning to maximise functionality while improving accessibility and flow.

The value of group exercise
Group exercise and member engagement were central to the refurbishment. Matrix delivered a staff training programme, led by education specialist Lynn Wilson, including a five-year MX4 small group training plan. This initiative is empowering trainers to activate gym floor spaces, driving participation and retention to boost the bottom line.

Lisa Starkey, facility manager, adds: “Matrix didn’t just install equipment, it helped us reimagine our gyms. The layout, equipment and programming have created spaces that are welcoming, vibrant and functional.

“Feedback from members and staff has been overwhelmingly positive and our facilities have never looked or felt better,” she says.

An integration with EGYM – including Genius and AI-driven training support – has further enhanced the user journey, offering real-time feedback and goal tracking – especially valuable for the diverse user base.

From the outset, the partnership has focused on service delivery, community impact and long-term member engagement, all while retaining flexibility and value.

Tim Grainger-Smith, head of regional sales at Matrix Fitness, concludes: “This project is a perfect example of what’s possible when a true partnership is formed. It’s never just about the equipment, it’s about listening, co-creating and delivering bespoke spaces that inspire people to move, connect and thrive. We’re proud to be part of that journey across all five centre.”

More: www.matrixfitness.com