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Everyone Active wins contract to manage council-owned leisure facilities

Hitchin Swimming Centre

North Herts Council has entered a ten-year partnership with Sport and Leisure Management (SLM) trading under the brand name Everyone Active.

The company already operate leisure facilities in the surrounding areas of Stevenage, East Hertfordshire, and Central Bedfordshire.

Everyone Active will take over the management of North Herts Leisure Centre in Letchworth, Archers gym in Hitchin, the Hitchin Swimming Centre, Royston Leisure Centre, Fearnhill Sports Centre and the outdoor pools in Hitchin and Letchworth. They will take over from Stevenage Leisure Limited who have managed the facilities for the last 14 years in Royston and Hitchin, and 10 years in Letchworth.

The contract, which starts on Monday 1 April 2024, was awarded after a competitive procurement process.

Leisure centre staff who work for SLL will be transferred to Everyone Active. The decision to partner with Everyone Active was approved by Cabinet at its December meeting.

Councillor Steve Jarvis, North Herts Council’s Executive Member for Leisure, said: “The process for awarding the management contract for our leisure facilities was rigorous and exhaustive.

“We were determined to get the best possible deal for our residents, and I believe we have done that with our comprehensive partnership with Everyone Active. During the course of our partnership, there will be some exciting improvements to look forward to, not least the building of a gym extension at Royston Leisure Centre.

We would like to thank SLL for their hard work over the last 14 years and their continuous efforts to improve our facilities.”

Cllr Mick Debenham, North Herts Council’s Deputy Executive Member for Leisure added: “In deciding on the contract award, we evaluated the cost and quality aspects of the bids, alongside the social value which they will bring. Everyone Active offered the most financially advantageous bid and also excelled in terms of quality of service and innovation.

“We look forward to working with them to further enhance our leisure facilities which are among our most important community assets and greatly valued by our residents.”

Everyone Active has partnerships with more than 60 local authorities across England, managing in excess of 230 leisure centres and cultural facilities.

Duncan Jefford, regional director at Everyone Active, said: “We are delighted to officially begin our partnership with North Herts Council soon and are looking forward to many successful years ahead.

“The fantastic centres within this contract are so important for health and wellbeing in local communities and, with plenty of exciting developments in the pipeline, we are incredibly privileged to be chosen to manage them.

“We look forward to creating a close, impactful relationship with the council in the coming years, alongside helping as many people as possible to get active.”

Everyone Active will contact existing members of the leisure centres from mid-March 2024. All memberships will automatically transfer over to Everyone Active and customers will not have to re-join.

You can find answers to Frequently Asked Questions here:

FAQs Leisure Operator Change 2024 | North Herts Council (

About Everyone Active

Everyone Active is the trading name for Sports Leisure Management Ltd (SLM), which operates leisure facilities in partnership with local councils across England.

SLM is the longest-established leisure operator in the UK, having formed in 1987. At the time, it managed just one leisure centre in the Midlands, whereas today it has grown to operate more than 230 leisure facilities and cultural services across the country in partnership with over 60 local authorities.

Its influence reaches as far as Sunderland in the north to Chichester in the south, and Mid Suffolk in the east to Plymouth in the south west. SLM’s growth is due to its ability to deliver well-managed leisure facilities and activity services that offer great value for money. Its aim is to increase local people’s participation in sports and leisure activities by advocating that all adults achieve a minimum of 30 minutes exercise five times per week.

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