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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 much-anticipated Whitchurch Pool & Fitness Centre has officially been completed, marking a significant milestone for the community. The state-of-the-art facility, developed in partnership with Alliance Leisure and procured through the UK Leisure Framework (UKLF), opened its doors to the public on the March 16. The new leisure centre replaces the former facility, which was closed in 2020 due to structural issues.

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
More press releases and updates from Alliance Leisure:
Alliance Leisure are excited to announce the completion of works to the Lagoons at Doncaster Dome, on behalf of Doncaster Culture and Leisure Trust, funded by City of Doncaster Council.
Pupils from schools across Trowbridge have come together to bury a time capsule at the site of the town’s new leisure centre, capturing a snapshot of life in 2026 for future generations.
The redevelopment of The Peak leisure centre in Stirling, Scotland, is now complete, sporting a significantly expanded gym and two brand-new fitness studios.
Craiglockhart Leisure and Tennis Centre in Edinburgh has unveiled a newly completed, purpose-built spin studio, delivered through the UK Leisure Framework, by Alliance Leisure and supported by a specialist team of Scotland-based delivery partners.
Alliance Leisure starts work this month on the third levelling up funded project for Staffordshire Moorland District Council as part of the multi-million pound regeneration of Leek town centre.
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“Innovation” is a term frequently used in the leisure industry, but in a sector that evolves rapidly, driven by shifting participation patterns, rising operational pressures and evolving community expectations, simply being innovative is no longer enough.
The £14 million redevelopment of the iconic Doncaster Dome, one of the youngest listed buildings in the UK, has begun.
Work is underway on a £38 million leisure and wellbeing hub in Caerphilly, Wales, transforming an area of disused scrubland into a vibrant community hub.
Alliance Leisure: featured in HCM and Fit Tech magazines
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Major European operators planning to scale through franchising, Jetts Fitness and Crunch Fitness establish footholds in India and US reformer brands eye Europe. Kath Hudson rounds up the main action in franchising over the past year
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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
Address: 2340/2440 The Quadrant, Aztec West, Bristol, BS324AQ, United Kingdom
Sarah Watts, CEO
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Alliance Leisure Services (Design, Build and Fund) press release: £13.7m new leisure centre opens ahead of schedule in Shropshire
The much-anticipated Whitchurch Pool & Fitness Centre has officially been completed, marking a significant milestone for the community.
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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 much-anticipated Whitchurch Pool & Fitness Centre has officially been completed, marking a significant milestone for the community. The state-of-the-art facility, developed in partnership with Alliance Leisure and procured through the UK Leisure Framework (UKLF), opened its doors to the public on the March 16. The new leisure centre replaces the former facility, which was closed in 2020 due to structural issues.

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
More press releases and updates from Alliance Leisure:
Alliance Leisure are excited to announce the completion of works to the Lagoons at Doncaster Dome, on behalf of Doncaster Culture and Leisure Trust, funded by City of Doncaster Council.
Pupils from schools across Trowbridge have come together to bury a time capsule at the site of the town’s new leisure centre, capturing a snapshot of life in 2026 for future generations.
The redevelopment of The Peak leisure centre in Stirling, Scotland, is now complete, sporting a significantly expanded gym and two brand-new fitness studios.
Craiglockhart Leisure and Tennis Centre in Edinburgh has unveiled a newly completed, purpose-built spin studio, delivered through the UK Leisure Framework, by Alliance Leisure and supported by a specialist team of Scotland-based delivery partners.
Alliance Leisure starts work this month on the third levelling up funded project for Staffordshire Moorland District Council as part of the multi-million pound regeneration of Leek town centre.
Alliance Leisure: news from HCMmag.com and FitTechGlobal.com
Boutique franchisor, Tribute Brands, has signed a deal with Let’s Go Fitness to open 20 reformer Pilates studios in Switzerland.
“Innovation” is a term frequently used in the leisure industry, but in a sector that evolves rapidly, driven by shifting participation patterns, rising operational pressures and evolving community expectations, simply being innovative is no longer enough.
The £14 million redevelopment of the iconic Doncaster Dome, one of the youngest listed buildings in the UK, has begun.
Work is underway on a £38 million leisure and wellbeing hub in Caerphilly, Wales, transforming an area of disused scrubland into a vibrant community hub.
Alliance Leisure: featured in HCM and Fit Tech magazines
Industry insight: Mainstream model
Major European operators planning to scale through franchising, Jetts Fitness and Crunch Fitness establish footholds in India and US reformer brands eye Europe. Kath Hudson rounds up the main action in franchising over the past year
Show preview: Elevate 2026
Welcome to Elevate 2026
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
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
Key customers
Local Authorities
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
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