In 2023, Max Associates carried out a review of The Cheltenham Trust. This was followed in 2024 by the preparation of a Built Facilities Strategy (BFS) and a Playing Pitch Strategy (PPS). Following the completion of the service review, BFS and PPS, Cheltenham Borough Council commissioned Max Associates to undertake a Feasibility Study for Leisure at Cheltenham (LAC) and the Prince of Wales Stadium (POW).
Summary of Project
This commission has been driven by the current condition of the centre. Originally constructed in 1971, the facility has undergone several extensions over time. Although significant internal refurbishment was carried out following flood damage in 2008, Leisure at Cheltenham remains a large and complex site, with a number of key structural elements now approaching the end of their operational lifespan. As a result, a comprehensive feasibility assessment is required.
Cheltenham’s evolving demographic profile presented opportunities and highlighted priorities for future leisure investment. A projected increase in the 80–84 age group indicated the need for accessible, age-friendly facilities and targeted programmes for older adults. At the same time, growth among 15–24-year-olds placed focus on modern, flexible and socially engaging spaces, that can support partnerships with local education and health providers.
While overall deprivation levels are relatively low, our analysis highlighted pockets of inequality – particularly in areas close to the leisure centre, which emphasise the importance of inclusive pricing and targeted outreach to ensure equitable access. Although the town has limited ethnic diversity, through stakeholder engagement it was clear facilities must remain welcoming and inclusive. High and increasing levels of physical activity among both adults and children indicated strong demand for high-quality, flexible and accessible leisure provision. The methodology of the review is set out below:
Supported by the evidence, a central element of the study was to identify where investment could have the greatest impact on increasing physical activity participation. It explored how targeted collaboration in key priority areas could support sustained, long-term improvements in residents’ health and wellbeing.
Underpinned by robust evidence, the feasibility report set out a recommended facility mix, , designed to balance commercial sustainability with community benefit while supporting the Council’s broader strategic ambitions. In line with the Built Facility Strategy, it was recommended that the Council’s leisure provision remains on, or close to, the existing Leisure at Cheltenham site.
As part of the evaluation, the performance of both the leisure centre and the stadium was assessed, with key metrics benchmarked against industry standards to identify strengths and areas for improvement. This analysis informed future investment considerations aimed at enhancing financial performance and increasing income generation.
A comprehensive review of local provision was also undertaken, assessing both public and private leisure facilities across the Borough to better understand the competitive landscape and its implications for future development. While the catchment area is relatively affluent, it includes a broad age range, requiring a balanced offer that caters to all life stages. There was a clear potential to grow fitness membership through enhanced or redeveloped facilities, particularly among younger adults seeking modern and flexible options, while providing flexible spaces to support inclusive and age-friendly programming for older residents. Despite competition, opportunities remained in family-focused provision, largely due to the centre’s existing large reach, accessibility and range of amenities.
In addition, existing building condition surveys were reviewed, summarising key findings, estimated costs of remedial works, and the potential implications of these liabilities on the case for continued investment.
The project team worked closely with the client to explore a range of business planning scenarios, ensuring that the preferred option maximised overall viability and deliverability.
Based on the evidence presented, the principal findings and recommendations were reported to Cheltenham Borough Council.
Outcome
The study provided the Authority with a clear and evidence-based roadmap for the future development of leisure provision in the Borough. It established the scale and nature of facility need, identified a range of feasible development scenarios, and set out high-level capital cost considerations to inform future decision-making. Drawing together condition analysis, demographic trends, participation data, supply and demand assessment, benchmarking and business planning, the report enabled the Council to compare options on a consistent basis and understand the relative benefits, risks and deliverability of each.
This resulted in a recommended preferred option, supported by the evidence and aligned with the Council’s strategic ambitions for health and wellbeing, financial sustainability, inclusion and long-term investment into its community leisure infrastructure.
