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Leisure Centres and Swimming Pools - UK - April 2010

ISSUES IN THE MARKET
Main issues
Definition
Abbreviations
FUTURE OPPORTUNITIES
Community service?
Binge and revive
MARKET IN BRIEF
Free swimming throws industry much-needed lifeline
Site numbers on the slide
Increased focus on energy
Profit becoming a dirty word?
DC Leisure maintains top spot
Over six in ten haven’t used a centre in the past year
Over half of users visit the gym
Swimming most popular activity
Pay and play predominates
Defeating apathy is biggest challenge facing centre operators
Infrastructure worry for future?
INTERNAL MARKET ENVIRONMENT
Key points
Increased focus on energy consumption and efficiency
Figure 1: Price of fuels purchased by non-domestic consumers in the United Kingdom (excluding the Climate Change Levy), 2004-Q3 2009
The ‘slow burn’ of healthy living
Figure 2: Agreement with selected lifestyle statements, 2005-09
Figure 3: Sports/activities played or taken part in regularly, 2005-09
PFIs crunched
Figure 4: PFI equity holders and projects, September 2009
Schools to take up slack?
Figure 5: BSF funding, 2008-11
Lottery also aids sport
Figure 6: Lottery funding for sport since 1995, Feb 2010
Figure 7: Sources of funding for London 2012 Olympics, July 2009
Most pool building taking place in private sector…
… but public sector boosted by free swimming
Figure 8: Number of free swims, by region and category of 60+ and 16 and under, 2009*
Home comforts
Outdoor exercise for free
Sunbed regulations tightened up
BROADER MARKET ENVIRONMENT
Key points
Increased requirement for frugality in prospect?
Figure 9: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
Figure 10: GDP quarterly percentage change, 2004-10
Recovery in confidence stalls
Figure 11: Trends in consumer confidence, 2008-10
Leisure centres not immune to the recession
Figure 12: Impact of the recession on usage of private health & fitness clubs and leisure centres, July 2009
Age trends positive for industry
Figure 13: Trends in the age structure of the UK population, by gender, 2005-15
ABC1 growth can benefit leisure centres
Figure 14: Forecast adult population trends, by socio-economic group, 2005-15
Lifestage trends reinforce importance of targeting older users
Figure 15: Forecast adult population trends, by lifestage, 2005-15
Contraction in average household size set to continue
Figure 16: UK households, by size, 2005-15
Net benefit?
Figure 17: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2002-09
Obesity provides future challenge for health and healthcare professionals
Figure 18: Trends in Body Mass Index of adults in England by gender, 2004-07
COMPETITIVE CONTEXT
Key points
Leisure centres hold their own
Figure 19: Value of the UK leisure* business, by segment, 2004-09
Figure 20: Type of gym/health club used, by type of membership/payment, July 2009
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
A ground-up rethink
Darwen good example of flexible pool-space
Tapping in to outdoor exercising
Making payment easier for everybody
MARKET SIZE AND FORECAST
Key points
Centre numbers start to decline
Figure 21: Trends in the number of leisure centres and swimming pools in the UK, 2005-10
Revenue growth outstrips admissions
Figure 22: UK market for leisure centres and swimming pools, 2005-15
Better year in prospect in 2010
Mixed outlook for industry
MARKET SEGMENTATION
Key points
Pool/no pool split remains unchanged
Figure 23: Trends in numbers of leisure centres and swimming pools in the UK, by type, 2004-09
Ancillary growth outstrips sport
Figure 24: Leisure centres and swimming pools’ revenue, by type, 2005-09
Swimming tuition largely unaffected by recession
Free swimming boosts secondary spending
MARKET SHARE
Key points
Trusts and contractors show strongest growth
Figure 25: Leisure centres and swimming pools, by type of operator, 2007-09
DC Leisure dominant player within contractor segment
Figure 26: Private management contractor market shares, 2009
COMPANIES AND PRODUCTS
Key points
 MAJOR MANAGEMENT CONTRACTORS
DCL (Holdings) Ltd
Figure 27: Key financial data for DCL (Holdings) ltd, 2008-09
Figure 28: DC Leisure Management, clients and sites, April 2010
Parkwood Leisure
Figure 29: Key financial data* for Parkwood Leisure, 2007-08
Figure 30: Parkwood Leisure, clients and sites, April 2010
Leisure Connection
Figure 31: Key financial data for Leisure Connection Limited, 2007-08
Figure 32: Leisure Connection, clients and sites, April 2010
Serco Leisure
Figure 33: Key financial data for Serco Leisure Operating Limited, 2007-08
Figure 34: Serco Leisure operating ltd, clients and sites, April 2010
Sports and Leisure Management Limited (SLM)
Figure 35: Key financial data* for Sports and Leisure Management Limited, 2008-09
Figure 36: Sports and leisure management, clients and sites, April 2010
Nuffield Health Fitness & Wellbeing
Figure 37: Nuffield Health Fitness & Wellbeing, clients and sites, April 2010
Non Profit Distributing Organisations (NPDOs)
Greenwich Leisure Limited (GLL)
Figure 38: Greenwich Leisure Ltd, clients and site numbers, April 2010
Edinburgh Leisure Ltd
Figure 39: Key financial data for Edinburgh Leisure Limited, 2008-09
Figure 40: Edinburgh leisure, clients and site numbers, April 2010
Aquaterra Leisure
Figure 41: Key financial data for Aquaterra Leisure, 2008-09
Figure 42: Aquaterra leisure, clients and site numbers, April 2010
Nexus Community Leisure
Figure 43: Nexus Community Leisure, clients and sites, April 2010
HOW OFTEN DO PEOPLE VISIT?
Key points
Six out of ten adults have not visited in the past year
Figure 44: Frequency of visiting a public leisure centre and/or swimming pool during the past 12 months, January 2010
Visiting strongly biased towards younger, more affluent people
Mums (and Dads) go to Iceland but skip the leisure centre…
WHAT ARE PEOPLE'S ATTITUDES TOWARDS LEISURE CENTRES AND SWIMMING POOLS?
Key points
Pay-as-you go users outnumber members by three to one
Figure 45: Attitudes towards public leisure centres and/or swimming pools, January 2010
Nearly three in ten frequent visitors still pay as they go
Figure 46: Attitudes towards public leisure centres and/or swimming pools by frequency of visiting a public leisure centre and/or swimming pool during the past 12 months, January 2010
Improvements across the board?
Figure 47: Attitudes towards public leisure centres and/or swimming pools by most popular attitudes towards public leisure centres and/or swimming pools, January 2010
Figure 48: Attitudes towards public leisure centres and/or swimming pools by next most popular attitudes towards public leisure centres and/or swimming pools, January 2010
Swimmers agree pools are often overcrowded
Figure 49: Attitudes towards public leisure centres and/or swimming pools, by most popular activities done at a public leisure centre and/or swimming pool, January 2010
Figure 50: Attitudes towards public leisure centres and/or swimming pools, by next most popular activities done at a public leisure centre and/or swimming pool, January 2010
WHAT ACTIVITIES DO PEOPLE DO AT LEISURE CENTRES AND SWIMMING POOLS?
Key points
More than half of users visit the gym/health club
Group swimming most popular other activity
Figure 51: Activities* done at a public leisure centre and/or swimming pool, January 2010
WHY DON'T PEOPLE USE LEISURE CENTRES AND SWIMMING POOLS?
Key points
Apathy is centres’ biggest obstacle to overcome
Figure 52: Reasons for not visiting public leisure centre and/or swimming pool, January 2010
WHAT ACTIVITIES MIGHT NON-USERS DO AT LEISURE CENTRES AND SWIMMING POOLS?
Key points
Swimming and classes most appealing to non-users
Figure 53: Activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, January 2010
Apathetic most likely to be attracted by swimming
Figure 54: Activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, by most popular reasons for not visiting public leisure centre and/or swimming pool, January 2010
Figure 55: Activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, by next most popular reasons for not visiting public leisure centre and/or swimming pool, January 2010
Most interested in a range of activities
Figure 56: Activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, by most popular activities, January 2010
Figure 57: Activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, by next most popular activities, January 2010
TARGETING OPPORTUNITIES
Key points
Figure 58: Leisure centre non-user target groups, january 2010
The Outdoor Exercisers
The Indoor Exercisers
The Deterred
The Apathetic
The Disenfranchised
Outdoor Exercisers favour solo swimming
Figure 59: Activities people who do not visit a public leisure centre and/or swimming pool are interested in doing by target groups, January 2010
APPENDIX – HOW OFTEN DO PEOPLE VISIT?
Figure 60: Frequency of visiting a public leisure centre and/or swimming pool during the past 12 months, by demographics, January 2010
APPENDIX – WHAT ARE PEOPLE'S ATTITUDES TOWARDS LEISURE CENTRES AND SWIMMING POOLS?
Figure 61: Most popular attitudes towards public leisure centres and/or swimming pools, by demographics, January 2010
Figure 62: Next most popular attitudes towards public leisure centres and/or swimming pools, by demographics, January 2010 (continued)
APPENDIX – WHAT ACTIVITIES DO PEOPLE DO AT LEISURE CENTRES AND SWIMMING POOLS?
Figure 63: Usage of gym or health club in a leisure centre, by demographics, 2009
Figure 64: Most popular activities done at a public leisure centre and/or swimming pool, by demographics, January 2010
Figure 65: Next most popular activities done at a public leisure centre and/or swimming pool, by demographics, January 2010 (continued)
APPENDIX – WHY DON'T PEOPLE USE LEISURE CENTRES AND SWIMMING POOLS?
Figure 66: Most popular reasons for not visiting public leisure centre and/or swimming pool, by demographics, January 2010
Figure 67: Next most popular reasons for not visiting public leisure centre and/or swimming pool, by demographics, January 2010 (continued)
APPENDIX – WHAT ACTIVITIES MIGHT NON-USERS DO AT LEISURE CENTRES AND SWIMMING POOLS?
Figure 68: Most popular activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, by demographics, January 2010
Figure 69: Next most popular activities people who do not visit a public leisure centre and/or swimming pool are interested in doing, by demographics, January 2010 (continued)
APPENDIX – TARGETING OPPORTUNITIES
Figure 70: Reasons for not visiting public leisure centre and/or swimming pool, by target groups, January 2010
Figure 71: Target groups, by demographics, January 2010

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