Abbeycroft Leisure

New facility provision compliant study


In February 2017 Max Associates were commissioned by Abbeycroft Leisure to complete feasibility studies for their leisure centres. We completed revenue business plans for various developments, including clip and climb, soft play, gym extensions, parkour and a bespoke gymnastics facility.


Summary of Project

Abbeycroft Leisure is a charitable leisure trust independent and registered company limited by guarantee. It currently manages Bury St Edmunds Leisure Centre (BELC), Newmarket Leisure Centre (NMLC), Brandon Leisure Centre (BLC) and Haverhill Leisure Centre (HHLC) on behalf of St Edmundsbury and Forest Heath Councils ‘West Suffolk’.

In order to improve the performance of the centres Abbeycroft Leisure is considering options for investment that will drive both usage and income.

Abbeycroft Leisure commissioned Max Associates to complete feasibility business plans for investment projects at each of the four leisure centres. To deliver the business plans for these proposed new facilities we completed the following methodology.

  • Strategic context review of sport and physical activity, nationally and in the Council area.
  • Assessment of catchment area, demographic profiling, and assessment of competitors to determine the likely user groups within the catchment, assess existing competition.
  • Reviewed pricing.
  • Set out additional secondary spend income.
  • Assessed staffing resource.
  • Accounted for other expenditure items.



The feasibility supported the trusts successful bid to St Edmondsbuty Council for £1.5m capital for the works at Haverhill Leisure Centre which are being delivered in 2018.


March 2018 Press Release

Cllr Joanna Rayner, St Edmundsbury Cabinet member for Leisure and Culture said, “Opportunities for physical activity are fundamental to the health and wellbeing of our communities and we are constantly looking for innovative ways to provide them.”

Warren Smyth, Chief Executive of Abbeycroft Leisure, which runs leisure and sports facilities and events across Suffolk, said,

“Leisure trends are showing that people want more from their leisure experience and are seeking alternative activities to some of the more traditional ones.”

“It’s fantastic news that Haverhill Leisure Centre will receive a brand new climbing facility, suitable for a range of ages and abilities; a mobile Parkour experience; a wellbeing suite for therapies and classes; a super studio, a new café and new soft play area, as well as upgrading the gym experience for our members. Full plans will be available in the leisure centre soon”.


Abbeycroft Leisure – membership mapping

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