Not-for-profit leisure trust Tone (formerly known as Tone Leisure), has announced the conclusion of a major re-branding exercise, which will see the organisation drop the 'leisure' from its name to reflect its community outreach work as well as its management of leisure centres.

Alongside running 11 community leisure facilities, Tone operates a flourishing community development programme and the Somerset-based trust was awarded the Social Enterprise Mark earlier this year in recognition of its aims to re-invest its profits to improve the health and wellbeing of the communities in which it operates. Its new strapline 'helping you feel good', which replaces 'passionate about leisure', has been chosen to better embody Tone's holistic approach to helping achieve healthy, active lifestyles and safer, stronger communities.

The re-brand, which launches this month with a new logo and website, is part of Tone's ambitious expansion plans in which it hopes to significantly increase the number of partnership opportunities and contracts it holds over the next five years. It comes as the result of a major consultation project that involved interviews with current and potential partner organisations to investigate their perceptions of the existing Tone Leisure brand.

Tone's managing director Juliette Dickinson commented: "When the results of our research showed that we were largely thought of as a centre management company and little else, we knew we had to shout louder about the community outreach side of the work we do. Statistics show that our community development activities have experienced an impressive 40 per cent year-on-year participation increase in the last year and it was clear that the new brand needed to better reflect this element of the business model."

An example of Tone's outreach work is Active Villages, a scheme run in conjunction with Active Devon that focuses on rural parish communities by developing bespoke sports packages tailored to local needs and delivering them within the communities themselves. Other schemes run by Tone include exercise programmes in elderly care homes, tailored nutrition and fitness sessions for obese young people and their families, youth leisure nights, health walks, community play activities for children in deprived urban areas and much more.

"There's been a lot of talk recently about the Prime Minister's 'big society' plan and much of the work we do within communities has a lot of synergy with this idea," added Juliette. "By engaging with the communities in which we work by actually coming out of the gyms and into parks, streets and community centres, we can help to improve health, fitness and wellbeing at a local grass roots level.

"As a social enterprise this is what Tone is passionate about doing but as a business we need the industry to realise that we undertake this type of work - and achieve results - so that we can capitalise on more opportunities to grow our business and make a difference."

Following the launch of the new 'Tone' brand, a staff roadshow will travel to all of Tone's centres to help educate employees on the key elements of the new brand philosophy. The management will also be embarking on a programme of communications with stakeholders and partners in which they will be discussing the new brand.