City of Lincoln Council

Feasibility Study


In 2017 Max Associates completed a feasibility study for Birchwood Leisure Centre, this included a sports hall conversion into soft play and XHeight Adventure Climbing, extension of the fitness facilities and a new Costa ‘Proud to Serve’ café.


Summary of Project

Max Associates developed a detailed feasibility report and financial model which included a full 5-year income and expenditure business plan providing background and assumptions to all budget lines.

We worked with Saunders Boston (Architects) to develop an innovative design that not only met demands for traditional facilities (gym and sports hall) but also included indoor leisure entertainment facilities that would draw typical ‘non-users’ into the centre.

The report detailed:

  • demographics and competitor analysis
  • business plan including a list of assumptions
  • income and expenditure assumptions
  • projected usage
  • key performance indicators
  • cost of capital and payback analysis
  • sensitivity analysis



Birchwood Leisure Centre in Lincoln fully reopened on 19th February 2018 after a £1.5 million refurbishment delivered by Alliance Leisure.


Client Testimonial:

“The modernised leisure centre will provide fantastic new facilities for Lincoln offering something for everyone all under one roof, creating more opportunities for people of all ages and abilities to get active.

“This is a significant investment by the city council in its aim to bring health benefits and opportunities to our residents and other leisure centre users.”
Donald Nannestad, recreational services and health at City of Lincoln Council


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