Through targeted campaigns focusing on personal wellbeing and designed to increase the accessibility and inclusivity of leisure facilities for the local community, Parkwood Leisure reported a record-breaking January, with over 1,000 new members signed up on the last day of the month alone.

The recent campaign, which ran from December 26th to January 31st, offered customers flexible payment options designed to encourage participation at local leisure centres. With options to defer payments until February or March, the campaign aimed to provide convenience and financial relief.

Despite the struggle faced by swimming pools amid the ongoing energy crisis, swimming remains a huge pull for potential new members and a priority for existing customers, with Parkwood’s 45 swimming sites recording a 3% uplift in January as well.

"2024 has seen a great start across our leisure, golf, and theatre sites, marking a record-breaking beginning to the year for Parkwood Leisure,” said Glen Hall, Managing Director at Parkwood Leisure. “As a leisure operator, we recognise that the rising cost of living is impacting people’s abilities to prioritise their physical and mental wellbeing. The aim of our January campaign was to provide individuals across the country with access to premium health and wellbeing facilities and services without worrying about financial barriers. It has been particularly pleasing to see the level of retention of existing members continuing to increase, recognising the work of all our teams on customer engagement.”

Parkwood Leisure also looks after five golf courses and clubs across the UK and has witnessed an increase in sales and memberships year on year since COVID due to the accessible and affordable nature of the courses through relaxed dress codes and ‘Pay as you Play’ initiatives.

This success also follows a record breaking pantomime season for Parkwood Theatres. Hawth, Hazlitt, Playhouse and Castle Theatres saw over 100,000 visitors during the 2023 pantomime season, with the highest grossing net total ever made by the estate at nearly £1,800,000.

Glen Hall added, “Through careful investment decisions, sustainability initiatives and local community projects, we have seen our sites go from strength to strength, cementing them as community wellbeing hubs for local residents. We are delighted that the local communities are making the most of our facilities and coming to Parkwood Leisure sites for their health, wellbeing and entertainment needs.”