Aug 2026. £8 www.paf-media.co.uk How operators can help build a better play strategy Game changer Also in this issue: The strength revolution Why gyms are being redesigned for a new era of training In conversation Karl Dunne, CEO Ireland Active, and Cameron Saunders, CEO ukactive Speaking the NHS's language Unlocking partnerships with the health service
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paf-media.co.uk 3 leader Climbing wall at The Louisa Centre, Stanley, County Durham Editor Helen Adkins Head of sales Julian Walter Media sales manager Terry Stafford Production Nicola Cann Design Gemma England Managing director Toby Filby Publishers Stable Publishing Limited SBC House, Restmor Way, Wallington, Surrey SM6 7AH, England. t. 020 8288 1080 f. 020 8288 1099 e. info@stable-media.co.uk www.paf-media.co.uk The publishers do not necessarily agree with views expressed by contributors and cannot accept responsibility for claims made by manufacturers and authors, nor do they accept any responsibility for any errors in the subject matter of this publication. Play is back on the agenda AFTER years of competing with a long list of priorities for local authorities, children's play is once again becoming part of the national conversation around health, physical activity and community wellbeing. This issue's cover feature explores why. The Raising the Nation Play Commission's report, Everything to Play For, has renewed calls for a National Play Strategy, while Play England has described the moment as 'a call to arms', arguing that play 'is not a luxury', but a timely intervention. The backdrop is a generation of children spending more time indoors and on screens, while physical activity levels remain stubbornly low. At the same time, concerns about children's mental health and wellbeing continue to grow. Taken together, they raise an important question for everyone involved in public leisure – are we creating enough opportunities for children simply to play? The debate is likely to intensify. At the time of writing, ministers are considering further restrictions on social media use by under-16s as part of wider efforts to improve children's wellbeing. Whatever form those measures ultimately take, limiting screen time alone will not make children more active. The real question is: what replaces it? If children spend less time scrolling, where will they spend more time instead? Parks, playgrounds, sports clubs and leisure centres all have a part to play, but only if they are accessible, affordable and designed with families in mind. For those of us working in physical activity facilities, the conversation should not simply be about playgrounds, but about the role our leisure centres play in the lives of families. For decades, leisure centres have evolved to meet changing demands. They have embraced health referral, community wellbeing, strength training, accessible fitness and, more recently, the growing recognition that facilities must appeal to wider audiences if they are to remain financially sustainable. Play deserves to be viewed through exactly the same lens. Done well, it is far more than somewhere to occupy children for an hour. It can introduce families to facilities they may never otherwise have visited. It encourages longer stays, supports swimming participation, drives café income, creates opportunities for holiday programmes and, perhaps most importantly, helps establish positive habits around physical activity from an early age. Durham County Council's investment demonstrates that play can sit at the heart of a wider leisure strategy rather than around its edges. Its experience shows how thoughtfully designed play spaces can attract new audiences while supporting wider public health objectives and strengthening the commercial resilience of leisure centres. Across the sector we rightly spend considerable time discussing physical inactivity, obesity, health inequalities and the pressures facing public leisure. Yet play sits at the intersection of all these challenges. It helps children move more, build confidence, develop social skills and spend time with their families away from screens. In doing so, it lays the foundations for lifelong participation in physical activity. If government does decide to tighten access to social media for young people, public leisure has an opportunity – and arguably a responsibility – to ensure there is something worth putting the phone down for. Creating places where children can climb, splash, explore, take risks safely and enjoy being active is not simply good leisure management. It is an investment in healthier, happier communities. Helen Adkins Editor helen.adkins@stable-media.co.uk SUPPORTED BY
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paf-media.co.uk 5 contents paf-media.co.uk inside this issue 07 News • Government urges strength training for weight medication users • Leisure and wellness centre news • Major players expand into Ireland • Report finds relocation could help sports clubs deliver 14 Game changer: The return to play As government, campaigners and the leisure sector renew their focus on children's play, we look at how operators' investment in modern play facilities can support healthier lifestyles, attract new audiences and strengthen the long-term sustainability of public leisure. 20 Karl Dunne, CEO Ireland Active In this interview with paf editor Helen Adkins, Ireland Active CEO Karl Dunne discusses the evolution of Ireland’s health and fitness sector, the growing role of leisure facilities as community wellness hubs and how fitness credits could change the health of the nation. 23 Building the stage for FIFA World Cup 2034 From futuristic new venues to the transformation of existing stadiums, Saudi Arabia's 2034 FIFA World Cup plans are driving one of the world's largest sports construction programmes ever seen. We look at some of the key projects. 28 Lost in translation: Why leisure operators need to speak the NHS's language As the NHS shifts its focus towards prevention, leisure operators have an opportunity to become trusted healthcare partners. This feature focusses on how aligning services with NHS priorities and speaking the same language could help unlock new partnerships, strengthen credibility and grow community health services. 32 Cameron Saunders – CEO ukactive As he takes the helm at ukactive, Cameron Saunders discusses with paf editor Helen Adkins the opportunities and challenges facing the physical activity sector, from prevention and partnerships with the NHS to supporting operators through a period of rapid change. 35 Getting ready for Martyn's Law Martyn's Law will bring new legal responsibilities for leisure operators to prepare for the threat of terrorism. Although enforcement is still some way off, now is the time to review procedures, train staff and ensure your venue is ready to comply. Fred Constantine, protective security manager at Right Directions, explains. 39 The strength revolution: How gyms are being redesigned for a new era of training As strength training moves into the mainstream, gym operators are rethinking how space is used. From larger free-weight areas to flexible functional zones, the traditional cardio-led gym floor is being redesigned around changing member expectations. 44 Planning a watertight strategy for climate change With temperatures rising and drought seasons becoming the new norm, many businesses remain dangerously underprepared for one of the most critical operational risks they face – water shortages. Here, Amy Copson, water procurement manager at Consultus International, advises on how operators can adopt a strategic approach to water management. 48 A new generation of sports buildings We take a look at how alternative construction approaches are helping operators increase capacity and create more adaptable facilities.
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paf-media.co.uk 7 news THE UK's four chief medical officers have highlighted the importance of strength training for people taking GLP-1 drugs for weight management and diabetes, reinforcing the growing role gyms and leisure centres could play in supporting the country's health. In refreshed physical activity guidelines, the chief medical officers say evidence has strengthened that people taking GLP-1 agonist medications should maintain muscle strength and balance as they lose weight. The updated guidance reflects the latest scientific evidence on physical activity and sedentary behaviour. While it does not change the recommendation that adults should aim for at least 150 minutes of moderate-intensity physical activity each week, it places renewed emphasis on musclestrengthening and balance activities throughout life. The four chief medical officers – Professor Sir Chris Whitty, Professor Sir Michael McBride, Professor Sir Gregor Smith and Professor Isabel Oliver – said: 'The evidence of the need to maintain strength and balance as we age, which may require different sorts of physical activity, including for those on GLP-1 agonist drugs for weight management or diabetes, has strengthened.' The guidance comes as increasing numbers of people are prescribed GLP-1 medications such as Wegovy and Mounjaro, with healthcare professionals warning that rapid weight loss can also lead to a reduction in muscle mass if it is not accompanied by resistance exercise and adequate protein intake. The guidance is likely to reinforce the role of leisure facilities in supporting people using GLP-1 medications, as operators increasingly adapt their facilities and programming to meet demand for supervised resistance training, functional fitness and healthy ageing programmes. Chief medical officers urge that GLP-1 users prioritise strength training Alliance Leisure starts work on multi-million pound community project WORK is underway on a £13 million investment that will create a new model for community wellbeing in Wythenshawe, bringing together sport, health and community services. Delivered by Alliance Leisure through the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd, on behalf of Manchester City Council, the programme brings together the Wythenshawe Park Hub and Wythenshawe Sports Ground Hub. Rather than delivering standalone facilities, the investment has been designed to create an integrated active environment where modern sports facilities, healthcare provision, community spaces and active travel infrastructure work together. At the heart of the development is the new Wythenshawe Park Hub, which will become the centrepiece of the wider park masterplan. The purpose-built, single storey facility will include a reception area, café and flexible community spaces, as well as modern changing facilities, a GP, and health provision delivered in partnership with Northern Moor Medical Practice and Manchester Health and Care Commissioning. The wider scheme also includes improved connectivity across the park, relocated athletics and baseball facilities, and enhanced parking and access. Alliance Leisure is also delivering the refurbishment and remodelling of the existing pavilion at Wythenshawe Sports Ground. The upgraded hub will provide a new facilities, while also becoming the new home for the existing weightlifting club relocating from Wythenshawe Park. Councillor Shazia Butt, executive member for Culture, Leisure and Libraries, Manchester City Council, said: ‘This investment is about much more than new buildings. It is about creating a connected neighbourhood hub where sport, health, education and community services come together to help people live healthier, more active lives…The project will help tackle health inequalities, support the growth of grassroots sport, create opportunities for women, girls and disabled people to get active, and strengthen civic pride across Wythenshawe.’
8 paf-media.co.uk news Leisure centre news THE PEAK leisure centre in Stirling has completed a £2.45m redevelopment that has doubled the size of its gym, adding two new fitness studios. Delivered on behalf of Stirling Council, the project has transformed the community leisure centre by converting three underused sports hall courts into a larger first-floor gym and two purpose-built ground floor studios using a new mezzanine structure. Managed by Active Stirling, The PEAK opened in 2009 and was originally designed to accommodate around 3,500 members. Membership has since grown to more than 8,000, placing increasing pressure on its fitness facilities. The redevelopment increases gym capacity, introduces new fitness equipment and provides additional studio space for a wider range of group exercise classes, with the aim of improving access for people of all ages and abilities. The scheme was delivered by Alliance Leisure through the UK Leisure Framework, with Thomas Johnstone Ltd acting as main contractor. The wider project team included CD Architects, Axiom Project Services, Struer, Wallace Whittle, ABT Safety and Hutchi. The redevelopment forms part of Stirling Council's wider strategy to improve opportunities for sport, physical activity and health across the region. The PEAK completes £2.45m redevelopment ALLIANCE Leisure has completed work to the Lagoons at Doncaster Dome, on behalf of Doncaster Culture and Leisure Trust, funded by City of Doncaster Council. The project was procured through the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd (DLL), and was delivered in partnership with project managers Abacus, principal contractor Universal, architects Saunders Boston and specialist pool partner Myrtha Pools, plus CGP and Hensall delivering M&E services. The redevelopment modernises one of the Dome’s most popular attractions, enhancing the visitor experience while securing the long-term future of the facility for the local community. Two new racer slides and a new indoor splash play area with a variety of interactive water features form part of the extensive programme of upgrades which have taken place over the past 18 months. Major works have also been undertaken to replace the glazing, redesign the main entrance area and install new heating and ventilation systems responsible for heating and maintaining water and air quality within the swimming pool environment. The project has aimed to modernise the pool complex, while preserving the character of the Grade II listed building, which opened in 1989 and was listed in 2023, becoming one of the youngest listed buildings in the country. Lagoons at Doncaster Dome completes WALNUTS Leisure Centre in Orpington has reopened following a £17m redevelopment funded by Bromley Council, with the refurbished facility featuring new swimming pools, an expanded gym and upgraded energy systems. The leisure centre reopened to the public after an extensive refurbishment designed to secure its long-term future and modernise one of the borough's key community facilities. The redevelopment includes a new competition-length swimming pool, a training pool, and a two-storey gym with a functional training space, as well as a refurbished sports hall, a reception and cafe areas, a children's splash wall, and a new sauna and steam room. The gym also features EGYM smart strength equipment, designed to provide personalised workouts and support rehabilitation, while a new heating system has been installed to improve the building's energy efficiency and reduce operating costs. The project was delivered for Bromley Council by Alliance Leisure through the UK Leisure Framework. Etec Contract Services was the main contractor, supported by GT3 Architects and Varsity Consulting. Walnuts Leisure Centre reopens
paf-media.co.uk 9 news HORIZON Leisure is investing £500,000 to refurbish the gym at Waterlooville Leisure Centre, with a major equipment upgrade and redesigned training spaces due to be completed this summer. Funded entirely by the charitable leisure trust, the refurbishment will include new cardio equipment, an expanded strength training offer, an upgraded free weights area and dedicated functional fitness zones. The redesigned gym will feature a new 10m sprint track, self-powered cardio machines, functional training equipment and a dedicated glute training area. The strength zone will be fitted with new racks and plateloaded equipment, while the cardio offer will include low-impact treadmills, curved slat treadmills, steppers and air bikes. Equipment will be supplied by Pulse Fitness, Horizon Leisure's wellness partner, and will also include pin-loaded resistance machines, Olympic benches, half racks, a functional training rig, prowler sleds and plyometric boxes. Horizon Leisure to invest in Waterlooville gym Community-funded refurbishment for SpArC pool A swimming pool built through public subscription more than 50 years ago has reopened following a major refurbishment programme made possible by a huge community fundraising effort and investment from Shropshire Council. Appointed by Shropshire Council, Alliance Leisure has delivered the £1.15 million refurbishment of the swimming pool and pool hall at Bishops Castle Leisure and Arts Centre, better known as Sports and Arts in the Community (SpArC), a vital community facility serving rural communities across south-west Shropshire since 1974. The refurbishment is expected to reduce annual operating costs by approximately £12,000 while increasing participation and attracting up to 30% more users, helping to secure the long-term sustainability of the facility. Owned by the Council and operated by the Shropshire Community Leisure Trust, SpArC shares its site with Bishop's Castle Community College. At the heart of the centre is a 20 metre, four-lane swimming pool. The centre also offers a sports hall, fitness gym, arts studio and gallery space. SpArC benefits from significant local support. A board of trustees consistently raise funds to enhance facilities at the centre. In recent years, trustees have secured and invested more than £250,000 into a range projects. With the need to modernise the ageing pool, the trustees successfully raised an additional £250,000 to fund a new pool liner and easy-access steps with handrails and guardrails to replace the traditional ladder steps which presented challenges for older users and people with disabilities. The ageing filtration system had also reached the end of its operational life, resulting in inefficient water circulation and increasing maintenance. As part of the refurbishment, the filtration system has been replaced, including new plant equipment, buried pipework, skimmers, sumps and water inlets. Additional improvements include the renewal of key pool fixtures and fittings such as lane rope anchors, static water level rails and the reinstatement of the existing pool hoist. Structural bases have also been installed to support a future pool cover system. As with many rural projects, one of the key challenges was securing suitably experienced contractors capable of undertaking specialist leisure refurbishment works. By procuring through the UK Leisure Framework, owned and managed by Denbighshire Leisure Ltd (DLL), the project team was able to appoint design and construction specialists with experience in delivering complex leisure projects. Led by Alliance Leisure, the project team included Universal Group as principal contractor, Bellrock providing facilities management expertise, and Greenwood Projects delivering project management services.
paf-media.co.uk 11 news COMPETITION in the Irish fitness market is accelerating, with Urban Gym Group, Everlast Gyms and PureGym all announcing major expansion moves as international operators target growth in the Republic. The latest development sees Netherlandsbased Urban Gym Group enter Ireland through the acquisition of Dublin operator Iconic Health Clubs. The deal adds four premium clubs in Smithfield, Dartry, Camden Street and the Irish Financial Services Centre to the group's growing European portfolio. The clubs will be rebranded under Urban Gym Group's TrainMore and Clubsportive concepts, marking the first time either brand has operated in Ireland. Members can expect new facilities including red-light therapy, saunas and complimentary coffee, sports water and protein shakes, while TrainMore's reward-based membership model, which gives members €1 back every time they work out, will also be introduced. The acquisition follows Urban Gym Group's purchase of London operator Gymbox in 2024 and takes its estate to more than 60 clubs across the Netherlands, the UK and Ireland. Unlike Gymbox, which has retained its identity, the Iconic brand will disappear, with the Dublin clubs split between the TrainMore and Clubsportive brands. Meanwhile, Everlast Gyms has opened its first site outside the UK with a flagship 25,000sq ft club on Dublin's Henry Street. Located above a new Sports Direct store in an 85,000sq ft Frasers Group development, the facility combines traditional gym equipment with a reformer Pilates studio, Brass Monkey ice baths, a herbal sauna, body composition scanning and a Myprotein Kitchen. The club also becomes Ireland's first official Hyrox Performance Centre, featuring Centr-supplied race equipment, specialist training turf and programming designed to replicate race conditions. PureGym has also confirmed plans to enter the Republic of Ireland, with its first Dublin city centre clubs scheduled to open in early 2027. The low-cost operator said the move forms part of its ambition to grow its global estate to more than 1,000 gyms by 2030 and that further expansion across Ireland is expected. The arrival of three major international operators within months of each other signals a new phase for the Irish fitness sector, with competition set to increase across both the value and premium ends of the market as operators invest in larger facilities, recovery amenities and differentiated member experiences. International operators step up expansion into Irish fitness market Relocation could help sports clubs deliver modern facilities, report finds SPORTS clubs constrained by outdated or undersized sites could use relocation to improve facilities, expand community access and strengthen their long-term finances, according to a new report from planning and development consultancy Lichfields. Planning for Sport: Relocation, Relocation, Relocation? examines how clubs in built-up areas could move to larger sites where there is space for new pitches, clubhouses, changing rooms, spectator areas, parking and community facilities. The report says the sale or redevelopment of an existing ground can also help fund a move, while supporting wider objectives such as housing delivery. Rob Murphy, associate director at Lichfields, said: ‘Many sports clubs are trying to meet modern expectations from sites that were never designed for the way sport is played, watched and supported today. ‘Some clubs can improve what they already have, but others simply do not have the space. Relocation can provide a route to better facilities, stronger finances and a broader community offer, but the case must be made carefully.’ The report highlights Bolton Wyresdale Amateur Football Club, where Lichfields supported Westchurch Homes in securing permission for 94 homes alongside four outdoor sports pitches, a clubhouse and parking on Green Belt land. The club’s former site suffered from poor drainage and lacked a clubhouse and parking. The replacement facilities include two Football Association-standard pitches and a clubhouse with separate changing rooms, designed to support participation among women, girls and people of mixed abilities. Lichfields also advised on the relocation of Dings Crusaders RFC in Bristol from Lockleaze Recreation Ground to Shaftesbury Park in the South Gloucestershire Green Belt. The former site was redeveloped for 152 homes, including 52 affordable homes. Since the move, the club says junior boys’ membership has increased from 40 to 314, junior girls’ participation from zero to 96, adult female players from zero to 45 and adult male players from 50 to 130. Helen Ashby-Ridgway, planning director at Lichfields, said successful projects needed clear evidence explaining why the existing site was no longer suitable, why the proposed location was appropriate and what benefits the move would deliver. She added that clubs should address issues including accessibility, nearby residents, biodiversity, flood risk and site selection at an early stage. Sport England research estimates that every £1 invested in community sport and physical activity generates £4.38 in social value.
12 paf-media.co.uk event preview paf UK 2026 Bringing together senior decision-makers from across the physical activity sector, paf UK 2026 will focus on the future of facilities, offering two days of expert insight, targeted business meetings and high-value networking at The Belfry Hotel & Resort THE UK’s leading networking forum for physical activity facilities returns to The Belfry Hotel & Resort this autumn, bringing together operators, local authorities, trusts, consultants, architects, suppliers and sector leaders for two days of networking, knowledge sharing and business meetings. Organised by Stable Events, paf UK 2026 will explore this year’s theme Facilities for a More Active Nation, examining how the sector can rethink, redesign and repurpose spaces to better meet the needs of modern communities. With increasing pressure on operators to improve health outcomes, widen participation and make better use of existing estates, the forum will showcase innovative approaches to creating facilities that are accessible, inclusive, financially sustainable and designed to encourage activity across all ages and abilities. Delegates will benefit from a programme of keynote presentations, panel discussions and case studies, alongside pre-arranged one-toone meetings that connect buyers with leading suppliers and service providers. The event also offers extensive informal networking, including the traditional Golf Day on 30 September. Confirmed speakers include: • Mark Mansfield, chair ukactive • Ally Barron, leisure industry geo-analyst EVOLVE • Andy Mytom, partner David Morley Architects • Ben Stancombe, head of fitness & health product Move Southwark • Amanda Thompson Smith MISPE, Swimming Pool & Allied Trades Association (SPATA) Whether your focus is leisure centres, sports facilities, community wellbeing, active design or capital investment, paf UK provides an opportunity to hear from industry experts, discover new ideas and build valuable business relationships. How it works for buyer delegates As a buyer at the forum, you will benefit from a highly structured and time-efficient experience: • Select who you would like to meet in advance of the event. Suppliers will also request meetings with you, with your preferences taking priority to ensure relevance and value. • Hold focused, one-to-one meetings with suppliers, giving you the information you need to make informed decisions and continue conversations beyond the initial introduction. • Gain access to a full seminar programme delivered by leading industry experts. •Build meaningful relationships and expand your professional network within the sector. Alongside the formal meetings programme, there will be a full schedule of networking opportunities, including coffee breaks, lunches and drinks receptions. The event will culminate in a gala dinner on 1 October, offering further opportunities to connect with peers, suppliers and operators in a more relaxed setting. Your complimentary stay includes 1–2 nights’ accommodation, as well as all meals, drinks reception and the gala dinner. For speaker or buyer enquiries, please contact Conor Sheehan, head of commercial at conor@stable-events.co.uk For supplier enquiries, please contact Julian Walter, head of Sales at julian@stable-events.co.uk Find out more and register at: www.paf-forum.co.uk paf UK 2026 1–2 October 2026 The Belfry Hotel & Resort
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14 paf-media.co.uk play facilities The return to play As government, campaigners and the leisure sector renew their focus on children's play, Durham County Council is showing how investment in modern play facilities can support healthier lifestyles, attract new audiences and strengthen the long-term sustainability of public leisure AFTER more than a decade on the fringes of public policy, children’s play is firmly back on the national agenda, with Durham County Council already demonstrating what that means in practice. With Play England campaigning for a new National Play Strategy, and the Raising the Nation Play Commission's landmark report, Everything to Play For1, calling for sustained investment in children’s play, councils across England are beginning to rethink the role of play within public leisure. Durham County Council is among those helping to shape that new direction. Through its ambitious Leisure Transformation Programme, it is investing in family-focused play destinations that do far more than entertain children. By bringing together active play, healthy eating, physical activity and community wellbeing through its Thrive programme (branded under Thrive Active Durham Leisure), the council is creating welcoming community hubs that attract new audiences into public leisure. In doing so, it is encouraging healthier lifestyles while strengthening the long-term sustainability of its leisure centres. As national policy gathers momentum, the council is demonstrating that investment in play is not simply an enhancement to leisure services, but a strategic investment in healthier communities, stronger families and more resilient public services. Why play matters Evidence consistently highlights the challenges facing today’s children. Increasing screen time, declining physical activity levels and rising concerns around children's mental health have combined to create a generation spending less time enjoying active, imaginative play than ever before. Research commissioned by ukactive found that more than half of children aged 11 to 14 spend over six hours every day using digital devices. Yet only around one quarter said they would actually choose screen time over being physically active. Meanwhile, Sport England continues to report that fewer than half of children achieve the recommended 60 minutes of physical activity each day. For local authorities, these statistics present both a challenge and an opportunity. Play is increasingly recognised as far more than recreation. High-quality play environments support children’s physical, social and emotional development while Durham County Council’s play investment at a glance • £1.75 million invested in active play • Four transformed leisure centres • 248,000+ visits to new play facilities • 5,000 visits to Spennymoor Leisure Centre in its first three months • Dedicated SEND sessions • Supported by healthy eating thrive kitchen cafés • Fully integrated into Durham's county wide thrive programme • Bishop Auckland Play Zone coming soon
play facilities encouraging families to spend quality time together and establish healthier, more active habits that can last a lifetime. This growing body of evidence is helping return play to the centre of conversations around public health, leisure and placemaking. Reimagining the role of the leisure centre Through its Leisure Transformation Programme, Durham County Council has reimagined what a modern leisure centre can be. Working with Alliance Leisure through the UK Leisure Framework, the council has integrated modern, active play provision across four leisure centres. Rather than creating standalone attractions, each development has been designed as part of a broader, family experience that encourages people to spend more time together, move more and make healthier lifestyle choices. At Abbey Leisure Centre, Abbey Adventure combines multi-level soft play for younger children, with trampolines, parkour-style activity and interactive TAG active challenges for older children. Modern changing facilities and a Thrive kitchen complete the family experience. At Peterlee Leisure Centre, the county's largest three-tier soft play facility sits at the heart of a family-focused leisure destination, along with dedicated toddler areas and accessible facilities. The investment at The Louisa Centre reflects the council's ambition to appeal to children of all ages. Alongside soft play, the centre features a TAG Active Arena, autobelay climbing walls and dedicated evening sessions for older children and teenagers. Meanwhile, Spennymoor Leisure Centre combines its popular Play Zone with a beachstyle leisure pool, creating an all-weather destination where families can enjoy multiple activities during a single visit. Accessible facilities, welcoming communal spaces and the wider leisure offer encourage visitors to stay longer and engage more fully with all the centre provides. Beyond play Perhaps the most significant aspect of the local authority’s investment is that it challenges traditional thinking about play provision. Rather than viewing children’s play as a cost centre, the council has ‘This growing body of evidence is helping return play to the centre of conversations around public health, leisure and placemaking’ paf-media.co.uk 15
16 paf-media.co.uk play facilities integrated it into a commercially sustainable leisure model. Play attracts families who may never previously have considered visiting their local leisure centre. Once there, they are introduced to a variety of other activities including swimming, fitness facilities, cafés and wider wellbeing services. By March 2026, over 248,000 children had visited the soft play facilities at Abbey Leisure Centre, Peterlee Leisure Centre and The Louisa Centre, while more than 5,000 children had visited Spennymoor Leisure Centre’s play facilities within the first three months of opening. Significantly, many of these are entirely new customers. Families are also travelling considerably further than they did previously. Whereas leisure centres traditionally attracted visitors from within a ten-minute drive time, Durham County Council has found that its innovative play offer is extending catchment areas to around twenty minutes. This increased footfall is helping generate wider commercial benefits across the leisure estate. Existing visitors are staying longer, new audiences are discovering the centres and more families are engaging with wider leisure activities. At a time when leisure providers face increasing financial pressures, Durham is demonstrating that investment in quality play can support both community wellbeing and commercial sustainability. Tackling inequalities through play The council’s ambitions extend well beyond visitor numbers. By ensuring facilities remain affordable and inclusive, the council is using play as a practical tool for addressing health inequalities across the county. Dedicated sessions ensure children with Special Educational Needs and Disabilites (SEND)can access high-quality play experiences in supportive environments, while participation in the Holiday Activities and Food (HAF) programme helps families who may otherwise face barriers to accessing leisure opportunities during school holidays. The impact reaches beyond physical activity. Parents report improvements in children’s confidence, social interaction and overall wellbeing, while leisure centres increasingly become community hubs where families can spend meaningful time together. This holistic approach reflects a growing recognition that modern leisure services can do far more than provide facilities – they can improve health, reduce inequalities and strengthen communities. Leading the way While the national debate around children’s play continues to gather momentum, Durham County Council has already shown what best practice looks like. As Cllr Karen Allison, Durham County Council’s Cabinet member for leisure, ‘Parents report improvements in children’s confidence, social interaction and overall wellbeing, while leisure centres increasingly become community hubs where families can spend meaningful time together’
paf-media.co.uk 17 play facilities As councils look to modernise ageing leisure estates and attract new audiences, children's play is increasingly being viewed as far more than an additional attraction. When integrated into the wider leisure offer, welldesigned play provision can help increase footfall, encourage longer visits and support wider health and community objectives. Durham County Council's experience offers several useful lessons for operators considering similar investment. 1. Think beyond traditional soft play Soft play remains popular, particularly with younger children, but today's family leisure destinations increasingly cater for a much broader age range. Interactive climbing, TAG Active attractions, parkour-inspired challenges, trampolines and adventure play can help keep older children engaged, encouraging families to visit together rather than ageing out of the offer as children grow. Creating spaces that appeal to toddlers, primary-aged children and teenagers can significantly broaden the customer base. 2. Make play part of the wider leisure experience The greatest value comes when play is integrated into the whole leisure centre rather than operating as a standalone attraction. Families visiting for play may also use the swimming pool, café or health and fitness facilities, while parents waiting for children can access other services or simply spend longer on site. Designing facilities that encourage these cross-visits helps maximise both community benefit and commercial return. 3. Design for longer dwell times Successful family destinations encourage people to stay rather than simply visit for an hour and leave. Comfortable seating, goodquality cafés, modern changing facilities and welcoming communal spaces all contribute to a better visitor experience. The longer families remain on site, the greater the opportunity to increase secondary spend while creating positive experiences that encourage repeat visits. 4. Build inclusion into the offer from the outset Accessible design should not be treated as an afterthought. Dedicated SEND sessions, inclusive equipment, accessible changing facilities, and programming that reflects the needs of different communities, help ensure more children can benefit from active play. Operators are also increasingly linking play facilities with initiatives such as the Holiday Activities and Food (HAF) programme to reach families who may otherwise face barriers to participation. 5. Measure more than admissions Visitor numbers are only one indicator of success. Operators should also monitor repeat visits, new customer acquisition, café income, birthday party bookings, cross-usage of swimming and fitness facilities, and participation in wider leisure programmes. Understanding how play influences behaviour across the whole leisure centre provides a much clearer picture of its longterm value and helps build the evidence base for future investment. Five lessons for operators considering a play investment tourism, regeneration and high street, explains: ‘We recognise that engaging, safe and imaginative play are integral for a child’s healthy development. Through our hard work, we have been able to attract new visitors to our leisure centres and encourage healthier lifestyles. We’re delighted that our fantastic leisure centre offering is helping children become more active, and families spend quality time together.’ Play investment does not stop here. Plans for a new leisure centre in Bishop Auckland include a large Play Zone alongside kitchen facilities, ensuring even more communities across County Durham can benefit from high-quality, affordable opportunities for active play. A blueprint for the future The recommendations set out in Everything to Play For challenge local authorities to rethink how leisure, public health and community investment come together. Durham County Council has already begun that journey, showing that play is a catalyst for healthier lifestyles, stronger communities and more sustainable leisure services. References 1. Play Commission Report - Everything to play for
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paf-media.co.uk 19 event preview paf Ireland 2026 A new dedicated forum for professionals across Ireland’s sport, leisure and play sectors launches this September, bringing together key decision-makers for two days of networking, insight and collaboration at The Grand Hotel, Malahide, Dublin A major new networking event for professionals across the sports, physical activity and play industries is set to launch in Ireland this September. Hosted by Stable Events, paf Ireland 2026 will take place at The Grand Hotel, Malahide, Dublin, bringing together key decision-makers for two days of networking, insight and industry collaboration in what is the first event of its kind in the country. Designed specifically for those involved in the planning, design, delivery and operation of physical activity facilities across the sport, leisure, recreation and play sectors in Ireland, the event brings together a broad mix of stakeholders. Attendees will include operators, local authorities, project managers, architects, contractors, manufacturers and service providers, alongside senior industry professionals shaping the future of the sector. The programme will feature a combination of seminar sessions, pre-arranged 1:1 meetings and structured networking opportunities, enabling participants to connect with the right people, share expertise and explore new commercial partnerships The theme This year’s theme will be The Future of Physical Activity in Ireland – European Ideas, Irish Opportunities. We will be asking, if physical activity is one of the most powerful tools for improving health, wellbeing and community cohesion, what can Ireland learn from the most forward-thinking models emerging across Europe? Confirmed speakers include: Karl Dunne, CEO Ireland Active Josif Damjanovm, president of North Macedonia Active Marianne Boyle, director of membership and sector development at ukactive Emilia Happel, partnership manager Finland EuropeActive Jonathan Michael, regional business manager GLL/Better Niall Cull, CEO DLR Leisure How it works for buyer delegates As a buyer at the forum, you will benefit from a highly structured and time-efficient experience: • Select who you would like to meet in advance of the event. Suppliers will also request meetings with you, with your preferences taking priority to ensure relevance and value. • Hold focused, one-to-one meetings with suppliers, giving you the information you need to make informed decisions and continue conversations beyond the initial introduction. • Gain access to a full seminar programme delivered by leading industry experts. • Build meaningful relationships and expand your professional network within the sector. Alongside the formal meetings programme, there will be a full schedule of networking opportunities, including coffee breaks, lunches and drinks receptions. The event will culminate in a gala dinner on 15 September, offering further opportunities to connect with peers, suppliers and operators in a more relaxed setting. Your complimentary stay includes 1–2 nights’ accommodation, as well as all meals, drinks reception and the gala dinner. For speaker or buyer enquiries, please contact Conor Sheehan, head of Commercial at conor@stable-events.co.uk For supplier enquiries, please contact Julian Walter, head of Sales at julian@stable-events.co.uk paf Ireland 2026 15–16 September 2026 The Grand Hotel Malahide, Dublin a brand-new paf forum launches in Ireland
20 paf-media.co.uk interview Karl Dunne, CEO Ireland Active Speaking with paf editor Helen Adkins, Ireland Active CEO Karl Dunne discusses the evolution of Ireland’s health and fitness sector, the growing role of leisure facilities as community wellness hubs, and how fitness credits could change the health of the nation Helen Adkins: Can you outline your journey to becoming CEO of Ireland Active? Karl Dunne: To give you the whistle-stop tour, when I was a kid, I used to be fascinated by swimming pools and leisure centres. I went to study business and leisure management at Chester University, and started working within the sector way back in the 90s when hotel groups were starting to build swimming pools and leisure centres as part of their offering. I worked as assistant manager of the leisure offering at the Shelbourne Hotel in Dublin, then worked with a number of other hotel groups to set up their leisure offerings. My sporting background is in canoeing. I was an international canoeist and competed for Ireland at European Championships and World Championships. I then went on to become the CEO of Canoeing Ireland, where I developed the sport. I was the team manager for the 2012 London Olympics for canoeing. After that, I took on a number of consulting roles, worked across different sports and then joined Ireland Active. I became CEO of Ireland Active in 2021. What has the experience as CEO been like and how have the priorities for the organisation developed since you took over? I love this industry. I’m fascinated by what our members do and how they make a business out of keeping people healthy or making them healthier. My two biggest loves in life are sport and business, and this industry puts those two together. My priority is really simple. What we’re trying to do is to help more people in Ireland live healthier, happier and longer, and to improve people’s physical health, their mental health and their quality of life. It’s our job to support our members and enable them to develop a workforce through the Register of Exercise Professionals Ireland (REPs), and our Leisure Health & Fitness Skillnet, but also to raise the standards across the industry through our national quality standards. Skillnet Ireland is a national agency that funds industry-led training networks, including the Leisure, Health & Fitness Skillnet, which is operated in partnership with Ireland Active. The programme supports the sector by providing subsidised training and qualifications for people working in gyms, pools and sports centres. We’re helping shape Ireland’s National Swimming Strategy. I also sit on the Sports Leadership Group – chaired by the Minister of Sport – to advise the Government on the national sports strategy. How would you describe the Irish fitness and leisure sector today? It’s thriving. If you look at Sport Ireland’s Sports Monitor report, you’ll see that exercise is now Ireland’s most popular sport. Twenty per cent of adults are taking part every week in personal exercise, while 8% of adults are swimming. Around 10-12 years ago it was just 12%. That tells us a really important story. Our members are becoming more community health hubs rather than just gyms and swimming pools. These days, pretty much every town in Ireland with a population of over 2,000 to 3,000 has a gym of sorts, and people across all generations want to get fitter and healthier. Younger people are drinking less and are thinking more about ‘My two biggest loves in life are sport and business, and this industry puts those two together’
paf-media.co.uk 21 interview their health, but then you’ve got the older population who also want to look after their health. The Urban Gym Group, Everlast and PureGym recently announced that they are coming to Ireland. We’ve also got the likes of franchises like Snap Fitness, who have facilities over here already. The fact that these big multi-site operators are coming to Ireland shows that they see potential in the Irish market, and it’s only going to increase. What trends are you noticing in the sector? Strength training has become far more popular over the last five to 10 years. Gyms are devoting more space to strength training over cardio. Hyrox has also captured people’s imagination. CrossFit was the big trend, but it’s too complicated and technical for many people. What Hyrox did was simplify CrossFit, and made it something that you could train for in a gym as part of a team and community. Then there’s recovery – a lot of recovery solutions are coming on board, whether that’s cold plunges or infrared saunas. I’m seeing that gyms are putting recovery areas in as part of their standard offering. Are there any lessons from the UK fitness sector that you’ve learnt or could learn from? I think both countries have a great deal to learn from each other. The UK has tremendous scale and innovation, and we do a lot of work with ukactive. One of our strengths is that we’re a smaller country, so we’re able to work with the Government more closely than you might in the UK. We’re doing a lot of work with them in putting a referral programme together with the Health Service Executive (HSE). For example, we developed, in conjunction with Skillnet Ireland and the HSE, the cardiac rehab course. We’re currently developing a course for cardiovascular disease and one for GLP-1 users. Looking ahead, where do you see Ireland’s health and fitness industry? Five years from now, I think people will stop thinking of gyms and start thinking of them as community wellness hubs. I suppose what I’d like to see is that fitness and physical activity is recognised as one of the most effective forms of preventative healthcare available. We’re also pushing the Government for a gym and swim tax credit, so that people can get more people into gyms and swimming pools. We did a poll and it found that if there was a tax incentive, 28% of people who are currently not members of gyms or swimming pools would be inclined to go. All it would involve would be that, when you’re doing your tax files, you can upload your invoice from your gym and then you would get a credit on it. We’ve been advocating this credit for about three years now. There was a general election on 24 November and it was on all the leading parties’ manifestos. The new government was formed and they currently have it on the Programme for Government. We’re hoping we’ll get it included in the next 2027 budget. www.irelandactive.ie www.sportireland.ie/research/national -adult/ism-2025
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