Income Growth - Even in a Recession?

2009/10 will be a challenging year for all leisure operators with visits to the local leisure centre becoming a discretionary spend, increasing the pressure on financial performance.

New Horizons Consultants in partnership with The Leisure Database Company is working with a variety of public sector clients to achieve income growth through increased participation. Some of the recent results are outlined below:

• Woking Borough Council - over 12 months, increasing income from its Evolve Fitness Gym by 68% from £194k to £325k, membership growing from 650 to 2,000; casual swimming visits increased by 21%; fitness class visits increased by 23% - project notes attached.

• Ipswich Borough Council - over 12 months, 25% (£405,234) increase in income and a 7% increase in visits across the service; income's contribution to the cost of the service went up from 41.99% to 47.93%;. Cited in the Audit Commission's 'Positively Charged".

• Belfast City Council - over 18 months, increased income by 45%; with the launch of the Boost leisure card - 24,000 issued; 6,000 new users from a financially disadvantaged background contributed an estimated £600k of income in the first 12 months, based on a 50 pence per visit fee and averaging 4 visits a week.
  

• London Borough of Haringey - the council have estimated an increase in income of £380k (12.6%) by re-modelling charges for the last financial year.

How are these results achieved?

New Horizons and The Leisure Database Company have developed an approach based on sound market research and intelligence.

We will undertake a detailed analysis of your past performance involving usage, income, pricing & programming and market demographics. We can then identify future income opportunities through a re-modelling of charges supported by programme changes where applicable and then agree the way forward with you. 

Our results are due to the accurate interpretation of market research, application of techniques developed over the last 18 years and your understanding of the service.  Combined, these components do produce results.

How can you start to achieve these results?

Please contact us at info@consultnewhorizons.co.uk  or 020 8429 2559 with your diary dates to see if we can assist you in achieving your financial targets for the coming year.