The new name reflects both the organisation’s role at the core of the community and the value it places on building a strong personal core. The refreshed, contemporary brand aims to appeal to a wider audience and positions the organisation to compete for contracts beyond the borough. It also creates space for future sub-brands, including Kore Padel and Kore Tennis.

'This evolution reflects who we are today and who we are becoming,' said Kore Sandwell CEO Mark Braithwaite. 'Kore symbolises the belief that wellbeing begins at the centre – at the core of every individual, family and community. It embodies our commitment to putting people, connection and purpose at the heart of all we do.

'The needs of our communities are changing. People want more than fitness facilities – they’re seeking connection, confidence and support for both physical and mental wellbeing. Kore Sandwell is our response, a renewed promise to be a partner in every person’s journey.'

The rebrand was developed in collaboration with consultancy Ice Blue.