John, who previously served as Head of Marketing within Alliance Leisure, will now act as Marketing & Framework Director alongside the other directors on the board, helping to further establish the company as the premier leisure development partner in the UK. As well as this strategic move for John, Paul Woodford has assumed the role of Strategic Engagement Director. Alliance Leisure aims to benefit from John’s expertise and experience to ensure continued and strong growth.

Alliance Leisure has a proven track record in leisure transformation, having already delivered 220 developments representing over £300 million of investment in local authority leisure facilities. The company’s focus on innovation and driving positive change in the sector has been instrumental to its success. In his new role, Leaver will drive the marketing strategy to support Alliance’s growth and maximise the potential of the UK Leisure Framework (UKLF).

Working in partnership with Denbighshire Leisure Ltd (DLL), the UKLF has the potential to deliver up to £2 billion worth of leisure projects across the UK. The UKLF is a proven tool in bringing modern, inclusive, and fit-for-purpose sports and leisure facilities to market, from ambitious new build and refurbishment schemes to smaller, but no less impactful projects such as 3G pitch installations and outdoor gyms.

John Leaver comments: “Having worked for Alliance for 17 years, I sometimes feel like a stick of Blackpool rock – if you cut me in half you’d see Alliance running through me. Our services have evolved over the years, but the core of Alliance remains the same – to deliver innovative buildings and environments that promote physical activity, are relevant to the audiences they serve and ultimately deliver maximum benefits to partners, clients and the public.”