press release: Alliance Leisure
Gold company profile | Alliance Leisure
PRESS RELEASE
£13.7m new leisure centre opens ahead of schedule in Shropshire
17 Mar 2025
Whitchurch Pool & Fitness Centre has officially been completed / Alliance Leisure
The new centre boasts a 25-metre, six-lane community pool with a movable floor, a 41-station fitness suite, multi-purpose rooms, accessible changing rooms, and a café. This modern facility aims to provide vital services to the community, attract visitors from nearby regions, boost economic growth, and create new opportunities for local businesses. Additionally, five local primary schools will benefit from access to these state-of-the-art facilities.
The building has also implemented a vast range of sustainability initiatives in order to reduce its impact on the environment and be designed to BREEAM Excellent standards. It has been designed using a ‘Fabric First approach’, whereby thermally efficient cladding, roof structures, and glazing will reduce heat loss. Further, solar panels have been installed on the roof to supplement electricity usage, and highly efficient air source heat pumps will provide heating and cooling within the building.
Robert Macey, Shropshire Council’s Cabinet lead for culture and digital, comments: “I am thrilled to see the progress we have made with the Whitchurch Swimming and Fitness Centre. The build quality is exceptional, and the range of facilities on offer will cater to all members of our community. This project is a testament to our commitment to providing high-quality leisure services and promoting a healthy lifestyle for our residents.”
The £14m project, funded by the council, and thanks to the collaboration of all parties involved, is opening a phenomenal 10 weeks early. The project was delivered using the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd, alongside Pellikaan Construction, Roberts Limbrick architects, Greenwoods as the Principal Designer, and Axiom Project Services as Project Managers. The centre will be operated by Serco.
Gillian Dunster, Business Development Manager at Alliance Leisure who oversaw the project, says: “The new Whitchurch Pool & Fitness Centre is a testament to what can be achieved through early, successful collaboration. This incredible new facility will absolutely revolutionise the way that local residents from Whitchurch and the surrounding rural areas can get active and socialise. We have worked closely with the council to develop a facility mix that befits the community’s needs, and we can’t wait to see the centre fulfil its objectives upon opening.”
The new centre boasts a 25-metre, six-lane community pool with a movable floor / Alliance Leisure
The centre offers accessible changing rooms / Alliance Leisure
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Show preview: Elevate 2026
Welcome to Elevate 2026
Sponsored: Alliance Leisure - a facility for the future
Alliance Leisure utilised its extensive industry expertise
and proven resilience to deliver Clay Cross Active, an
end-to-end health and wellness facility in Derbyshire
Interview: Sarah Watts
As Alliance Leisure celebrates its 25th anniversary, its founder and CEO tells Kate Cracknell why Alliance will never build another leisure centre
HCM People: Jamie Groves
Denbighshire Leisure’s turnover has increased by 25 per cent since 2021, so the developments have paid for themselves and more
Alliance Leisure
Tel: +44 (0)1458 877558
Email: [email protected]
Address:
2340/2440 The Quadrant,
Aztec West,
Bristol,
BS324AQ,
United Kingdom

Sarah Watts, CEO

Key personnel
Sarah Watts, CEO
Paul Cluett, managing director
James Foley, commercial director
Tom Fairey, development director
Paul Woodford, strategic engagement director
John Leaver, marketing & frameworks director
Julia Goddard, senior business development manager
Jonny Curley, senior business development manager
Paul Cluett, managing director
James Foley, commercial director
Tom Fairey, development director
Paul Woodford, strategic engagement director
John Leaver, marketing & frameworks director
Julia Goddard, senior business development manager
Jonny Curley, senior business development manager
Key customers
Local Authorities
Leisure Trusts
Universities and Colleges
Leisure Trusts
Universities and Colleges
Plans for the next 12 months
Our company goal as we emerge from
the pandemic is to stand side-by-side
with partners and not just help the
sector recover but truly thrive. We are
constantly innovating and are currently
exploring new activities, alongside best
in class health, leisure and wellbeing
solutions. We are committed to
continuing to measure the social value
created across our developments and
use the National Themes Outcomes
and Measures (TOMs) Framework.
Testimonial
"Over the coming years, Denbighshire Leisure will continue to work with Alliance
Leisure, breaking down investment barriers to ensure communities across the UK have
access to the facilities they need to live more active, health and prosperous lives."
– Jamie Groves, managing director at Denbighshire Leisure
– Jamie Groves, managing director at Denbighshire Leisure
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