Salt Ayre Leisure Centre

In 2017 Lancaster City Council completed the £5m tranformation of their leisure facilities at Salt Ayre Leisure Centre.

Alliance Leisure have supported the new developments through staff training, marketing initiatives, retention campaigns, impact sales resource, social media management and online advertising campaigns.

This support has been provided for more than just the fitness product, including soft play, parties, indoor climbing, spa and the outdoor flight tower.

In 2018 at the ukactive uprising awards Alliance Leisure won Best Build, Design or Concept using Salt Ayre Leisure Centre as their case study.


  • Doubled fitness memberships
  • Member visits up by 400%
“The results are quite incredible. The aim of the investment was to breathe new life into the facility and create a vibrant environment which stimulates participation. It is hugely satisfying to evidence large scale community engagement that successfully re-positions the facility as an integral part of what has become a more active local population”
James Foley
Commercial Director, Alliance Leisure
“Without doubt the decision to invest £5million in Salt Ayre was one of the most important decisions taken by the city council in recent years. We're now seeing the clear rewards of that investment and the achievement of our collective ambition of providing affordable leisure and fitness activities to people of all ages and abilities”
Darren Clifford
Cabinet Member, Lancaster Council
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