Alliance Leisure Leads Brough Park Leisure Centre Redevelopment as part of Levelling Up Regeneration

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21/11/24

Alliance Leisure Leads Brough Park Leisure Centre Redevelopment as part of Levelling Up Regeneration

The multi-million pound redevelopment of MyActive Leek (formerly Brough Park Leisure Centre) gets underway this month, marked by an official sod cutting ceremony.

The latest in a series of schemes being delivered by Alliance Leisure for Staffordshire Moorlands District Council, the £17 million project forms part of the wider Levelling Up funded regeneration of Leek town centre.

The centre will be managed by the Council’s new in-house health and wellbeing company, operating under the MyActive brand, which has been developed with the support of Alliance Leisure’s marketing agency TA6.

The Brough Park redevelopment is supported by £10 million of Levelling Up Funding, with additional funding of £3 million from the Council, £1.8 million from Sport England and £1.1 million from the Public Sector Decarbonisation Scheme.

Julia Goddard, Regional Director, Alliance Leisure, says: “The new centre will provide a fa

ntastic range of modern services that support both physical and mental wellbeing. The project aligns with the Council’s wider Move More strategy to provide accessible, high-quality facilities and environments for all residents and is set to become a key community asset for years to come.”

Following a district-wide leisure services review, the centre is being redeveloped to better reflect the needs of the local community. The current four-lane swimming pool will be replaced with a new 25m, six-lane pool as well as a larger teaching pool. The gym will be expanded from 35 stations to 60, while a second group exercise studio and group cycling studio will be added to increase the fitness provision.

One of the existing squash courts will be transformed into a new Community Wellness Suite. The space will support referral-based services, offering specialist equipment and trained instructors to help improve health outcomes for individuals with specific medical conditions.

Other key features include a new indoor adventure soft play with a dedicated party area and new group, family and accessible Changing Places facilities to ensure the centre caters to all visitors, including those with disabilities and additional needs.

The new reception area will overlook both swimming pools and include a café with seating for around 60 people, as well as a ‘grab and go’ service. The café will serve as a central hub for users of both the leisure centre and the adjacent park.

Rob Wilks, Head of Leisure and Environmental Services at the Council, said: “We’re excited to be delivering three major projects in Leek which will help to regenerate the town and deliver modern, quality health and wellbeing, retail and cultural spaces and opportunities for our residents, visitors and businesses.

“Having ALS working alongside us to get these schemes up and running has been fantastic. We’ve really valued their input on everything from helping us with the branding for our new health and wellbeing company, to scoping out the projects we’re delivering, and the role they continue to play in co-ordinating the various diverse strands of three very different projects.”

The refurbishment aims to transform the centre into an all-electric facility. Gas boilers will be replaced by air source heat pumps, while solar panels installed on the roof will generate approximately 42 kW of green energy. Additionally, new LED lighting and energy-efficient construction methods will ensure the centre operates with reduced energy consumption and heat loss.

Alliance Leisure will also be assisting with the launch of the centre through its TA6 client support team.

Paul Woodford, Strategic Engagement Director, Alliance, who leads the TA6 brand, said: “We are proud to have developed the MyActive brand with a clear focus on promoting healthy, active lifestyles for all. The new brand reflects Staffordshire Moorlands District Council’s commitment to creating spaces that inspire communities to incorporate fitness and wellness in their daily lives and we’re excited to see it bring positive change across all sites, especially at the debut of Brough Park.”

The development is being delivered by Alliance Leisure through the UK Leisure Framework, which is owned and managed by Denbighshire Leisure Ltd. The project team includes contractor Speller Metcalfe, architect Roberts Limbrick and project manager Abacus.

Rob Lashford, Director at Speller Metcalfe, said: “We’re delighted to start work on the redevelopment of Brough Leisure Centre and create an exciting, modern facility for the local community. Leisure centres are Speller Metcalfe’s bread and butter and we’re proud to be working with the project team to drive positive change across the county.”

Alliance Leisure is working on two further Levelling Up funded projects for the council: the revamp of Leek’s indoor market halls and the refurbishment of the Nicholson Institute – home to the town’s library, museum and art gallery. The leisure development specialist is also driving a £2.1m project to reduce carbon emissions at Biddulph Valley Leisure Centre, after the council secured £1,910,000 from the Public Sector Decarbonisation Scheme.

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