Issuu

EVERYONE ACTIVE

HERE FOR

AN OVERVIEW

CONTENTS

Introduction

Mission, Vision & Values

Our Colleagues

Awards, Accreditations & Partners

The Everyone Brand

12 Innovation 16

Social Value

Our Response to the National Pandemic

20 Testimonials

INTRODUCTION

Everyone Active is the country’s longest-established leisure management contractor. Formed in 1987 as Sports and Leisure Management, we are the longest established leisure management operator in the UK. As a result of local authority leisure management outsourcing, we have experienced sustained growth and we now operate over 200 sports, leisure and cultural venues in partnership with 63 local authorities, making us one of the largest operators in the UK leisure industry. We manage a vast range of indoor and outdoor facilities including swimming pools, spas, sports halls, squash courts, studios, fitness suites, climbing walls, cafes, golf courses, athletics stadia and sports pitches.

Our aim is to get communities active, engaged and entertained through our wide ranging activities and services that include, sports, coaching, culture, events, health and happiness. We do this through a workforce of over 14,000 colleagues – all focussed on our ethos of delivering our mission and vision in the heart of the communities in which we serve.

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Everyone Active: An Introduction

MISSION When it comes to our mission, the clue really is in the name. We want to get Everyone Active. The Government recommends that everybody gets at least 30 minutes of moderate-intensity exercise, five times a week. This is a target everybody at Everyone Active wholeheartedly supports. To help us achieve this, our centres are packed with the very latest fitness equipment, offer a huge range of group fitness classes, children’s activities and Swim England-accredited swimming programmes, as well as a host of other activities.

VISION Our Vision is to be everybody’s first choice for activity. Whether that’s in the gym, in the pool, playing football, tennis, badminton or trying anything else, Everyone Active is working hard to make that vision a reality.

Everyone Active: An Introduction

VALUES Inclusive Our doors are open to everyone. We continuously strive to introduce new initiatives to ensure that everyone feels welcome and relaxed.

Expert Bursting with good ideas and advice, built on the foundation of our experience and expertise.

Down to Earth We are relentlessly positive and we interact with our customers in a friendly and open manner.

Progressive Progressive - We invest in state-of-the-art technology to offer our customers the best service. We are always open to new ideas and new ways of doing things.

Everyone Active: An Introduction

OUR COLLEAGUES Our People With over 14,000 colleagues, we believe our people are our greatest asset. For this reason, we are committed to investing in our colleagues to help us achieve our partnership objectives. Our teams are led by an experienced team of Board of Directors, Group Managers and Regional Managers, all of which work closely to develop a balanced company-wide approach which allows for local autonomy and flexibility. We believe our colleagues should be empowered and encouraged to develop and this is echoed at all levels of our business. Everyone Active is recognised by Investors in People, the national award for employers developing their colleagues to meet the business needs. Better trained colleagues – we believe – are more motivated, resulting in both better job satisfaction and productivity.

What we look for We employ people who are as passionate about our vision and values as we are. We want to provide the best experience for our customers with friendly and approachable colleagues who are experts in their fields.

Colleague Benefits Many of our colleagues have transferred to the Company via TUPE transfer. We protect their Terms and Conditions in accordance with TUPE and we also provide the following colleague benefits: • Free membership to our centres nationwide • Free online access to all classes, workouts and training plans • 25% off sports coaching courses, swimming lessons and Fit For Sport activity camps for our colleagues’ children during school holidays • Access to a one-stop-shop colleague app, giving access to portals, latest news, e-learning, offers and discounts and a Care First 24-hour hotline offering free and confidential advice and counselling.

Colleague Testimonial Membership Consultant at the Market Harborough Leisure Centre, Joanna Gill: “The support from the management team has proved invaluable. There are daily updates, regional team calls and coaching sessions, as well as ongoing regular support meetings with my line manager. This has allowed me to address areas for improvement, a further need for specific training and been congratulated for my achievements. “

Everyone Active: An Introduction

AWARDS, ACCREDITATIONS AND PARTNERS Here at Everyone Active, we strive for excellence in everything we do. Our innovative quality systems and procedures have led to the achievement of a number of industry awards and accreditations.

Accreditations Everyone Active is accredited by a number of leading industry institutions

Awards UK Active and Matrix Flame Awards Leisure Operator of the Year: 2017, 2016, 2012, 2011, 2010 Swim England/Kelloggs Swimtastic Award Facility Operator of the Year: 2018, 2017, 2013, 2012, 2009, 2008

Partners We work collaboratively with the following partners to deliver a high standard of services within our facilities:

Everyone Active: An Introduction

OPERATOR OF THE YEAR

Everyone Active: An Introduction

THE EVERYONE BRAND 8

Everyone Active: An Introduction

BRAND

When it comes to our mission, the clue really The Everyone brand is the overarching messaging we stand by across our marketing and PR communication strategies. Whether it’s a sales promotion, social post or brand signage we frame all our communication and behaviour within the Everyone brand system. Our brand is designed to be flexible and compliment the key objectives of our local authority partners. It allows for local autonomy of imagery and varied messaging, where required. Our specialist teams work with our partners to build a marketing and PR strategy for local area, designed to communicate key messages and engage different target audiences.

Everyone Active: An Introduction

OUR MARKETING AND COMMUNICATIONS METHODS TRADITIONAL MARKETING

WEB AND DIGITAL MARKETING

Everyone Active: An Introduction

PR AND CRISIS COMMUNICATIONS

CLIENT AND PARTNER COMMUNICATIONS

Every quarter we create a digital e-magazine entitled Everyone Everywhere. We use this to share the latest news and visual content from Everyone Active.

Everyone Active: An Introduction

INNOVATION We understand offering a leisure centre to a local community is not enough to get people active. We need to educate and engage with people in innovative ways to communicate the importance of health and wellbeing. This is something we pride ourselves on and we’ve launched some fantastic initiatives/ platforms in recent years to ensure activity is at the forefront of people’s minds. Here’s just a few examples:

Everyone on Demand The Covid-19 pandemic has encouraged people to be active in different ways whilst centres have remained closed. Keeping the nation healthy is our number one priority and we reacted quickly to ensure people still have the opportunity to maintain activity in the comfort of their own homes with the launch of Everyone on Demand. The new digital platform comprises of a suite of mobile apps from leading fitness and health companies. These cover everything from fitness and health to mental wellbeing and is suitable for all ages and abilities. We’ve had over 1.4 million app downloads in the

last year.

EA Sporting Champions Our Sporting Champions scheme supports over 1,000 athletes across the country to achieve their goals. However, in 2019, we saw an opportunity to work with our athletes to educate primary-aged children about the opportunities different sports can offer. Together with the scheme’s brand ambassador, Colin Jackson OBE, and many of our key athletes on the scheme, we launched our Sporting Champions Sports Day initiative, designed to give children an opportunity to try different sports (that aren’t always available to try in school) for the very first time. They are also given the opportunity to ask questions and learn from some of the country’s most celebrated sporting talent! Learn more about the sports days here. 12

Everyone Active: An Introduction

Single Customer View (SCV) Understanding our local communities and their demographics is key to getting more people active. Our unique SCV system allows us to target and engage with key target audiences, including underrepresented communities or those identified as less active or inactive. Activity is then introduced at affordable prices to engage with residents, leading to increased participation from areas of the community that have historically been challenging to engage with. SCV amalgamates information from our membership systems into one relationship management system to help us: •

•

• •

improve customer engagement: by linking data, we will benefit from a holistic view of customers across different channels so we can offer a better customer service segment customers to communicate specific offers based on customer usage behaviour and feedback e.g., those members who regularly attend group exercise classes will receive tailored promotions/marketing. This is beneficial in measuring our success at targeting specific customer types/target groups understand customers behaviours better so we continuously review, develop and improve service provide dynamic templates enabling our e-communications to be more responsive and engaging, giving customers who access our communications a better user experience.

Everyone Active: An Introduction

Aqua and Sport Passport Aqua and Sport Passport is our savvy digital platform used across our swimming and sports lesson programmes. The system is designed to boost recruitment, retention and engagement of our younger audiences. The platform allows for both our teachers and the child’s parents to keep track of their progress on lessons and have full visibility of the programme. It also allows us to reward the children for their progress and maintain their engagement with interactive games that are released when they reach their milestones. This platform has proven hugely successful and is now something we are looking to incorporate into our sports and activity programmes too.

School Swimming We work in partnership with Becky Adlington’s SwimStars in our mutual bid to get every child swimming 25 metres by the time they leave primary school. Our school swimming philosophy is to promote and educate as many children as possible about the benefits and pleasures derived from swimming and other aquatic recreational activities, while achieving National Curriculum minimum standards.

Supporting over 1.2 million swimmers with special needs or disability each year

Everyone Active: An Introduction

We teach over 70,000 pupils per week with award-winning schools swimming lessons

The Everyone Pledge We have a strong loyalty to our customers and, now more than ever, they know we have their best interest at heart – their safety, their financial circumstances, their health and their wellbeing. During the covid pandemic, we launched The Everyone Pledge, which is a message our business stands by and can be seen on all of our marketing and communications. The pledge guarantees our commitment to the following:

WE PLEDGE TO: Offer flexible membership options to ensure you are protected through any local or national closures. Meet and exceed all government guidelines to prevent the spread of Covid-19 across our facilities. Support your fitness with an unrivalled range of online content and workouts, keeping you active in centre and online.

Everyone Active: An Introduction

SOCIAL VALUE The Social Value Act requires Council procurement to enhance economic, social and environmental wellbeing. Our approach to the delivery of the leisure services delivers improvements in Health and Wellbeing but also wider Social, Economic and Environmental outcomes.

In all Everyone Active (EA) contracts we create opportunities for:

Health initiatives to the wider community through outreach programmes

Local and national supply chains of all sizes

Economic development via targeted employment opportunities

Partnership working and supporting local communities

Environmental strategy to minimise our impact on the environment.

Everyone Active: An Introduction

Social Value Analysis We recognise the importance of Social Value and how our service delivery impacts on the local communities we serve. We utilise 4Global and Datahub Social Value reports to evidence the Social Value impacts that we make. Using evidence based academic research, undertaken by Sheffield Hallam University and funded by DCMS and Sport England. The Social Value Calculator (SVC) provides the ability to measure and value the impacts of sports and physical activity we offer. Using our EA card data for all centres and sector- wide benchmarks, SVC gives insight to the value in community savings generated across four key areas; Health Care, Education, Wellbeing and Crime. In 2019/20 we generated £342 million of social return from programmes delivered across England.

HEALTH

WELLBEING

EDUCATION

CRIME

Improved health

Improved subjective well-being

Increased educational attainment

Reduced crime

£282 million

£6 million

£52 million

£280 000

Everyone Active: An Introduction

OUR RESPONSE TO THE NATIONAL PANDEMIC A word from David Bibby Managing Director

EVERYWHERE REOPENING MEASURES Page 3

EVERYONE ON DEMAND Page 10

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SWIMMING IS BACK Page 11

N 2020

AUTUM

NEW ADDITIONS Page 14

The events of the global Covid-19 pandemic has seen many businesses adapt the way they operate under the current circumstances. The leisure industry has undoubtedly been one of the most effected, and I’m sure none of us will forget the feeling as we eagerly awaited each of the Government’s announcements to reopen our gyms and centres. Over the pandemic, there are several learnings and recognitions that I have personally taken from this experience that far out-way all the challenges we have faced. I truly believe these will be the driving force to help shape our business moving forward.

DONATING TO LOCAL FOODBANKS Community is at the heart of everything we do and we weren’t going to let lockdown stop us.

Everyone Active: An Introduction

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Firstly, and perhaps most importantly, it has continued to demonstrate that the passion of your workforce and the strength in your partnerships are key to getting through a crisis. The sheer determination of the team and our efforts to work together to innovate and adapt ourselves has been one of the leading factors in getting us through this uncertain period.

We have also received an incredible amount of support from our local authority partners, which is testament to the strong relationships we hold with each one. Thanks to this support, we have been able to plan for the sustainable running of our centres and have worked collaboratively to adapt our role in keeping local communities safe and active. This stands us all in good stead for how we work together moving forward and continue to serve local people with the highest standard of leisure facilities. As we look forward, we will work closely with NGBs and Sport England’s Uniting the Movement 10-year strategy, to ensure we’re planning for the recovery and rebuilding process of the physical and mental health of the nation. The last year has raised a wide range of challenges to the health and wellbeing of people across the country, and our role is vital in helping to reconnect local communities with sport and physical activity. It is important that we take the positives from every bad situation. Our learnings have made Everyone Active a stronger business and family moving forward.

We donated over £80,000 worth of food and £50,000 worth of PPE to the local communities we support Our innovative marketing campaigns have helped to raise over £500k for the National Emergencies Trust We launched our digital fitness offering, Everyone Active on Demand – read more on page 12 WATCH OUR FILM

Everyone Active: An Introduction

TESTIMONIALS We pride ourselves on maintaining positive and long-standing partnerships with our clients. Here’s what a few of them had to say about Everyone Active:

Client Testimonials Somerset West & Taunton Council: “The Authority was impressed with detail contained in your comprehensive mobilisation plan and were pleased that this appeared to be delivered seamlessly. Your liaison with the Authority and with the outgoing contractor, and particularly with the staff was very well managed and we were genuinely surprised that the whole process ran so smoothly given the complexities involved.” North Norfolk District Council: “To successfully deliver on their contract bid, clear and robust mobilisation plans were developed and presented that gave us as a council, assurance that the contract was in safe hands. SLM was proactive throughout this stage and continues to be forward-thinking and progressive in its approach with us as its client.”

Everyone Active: An Introduction

Hart District Council: “The transition went very smoothly, almost seamlessly from both our point of view and more importantly, from the customer’s point of view. The majority of staff who TUPE’d over are still with Everyone Active, with several of them are now in more senior roles.”

Winchester City Council: “SLM demonstrates a positive and dynamic approach to communication and works with Council to raise the profile of our leisure centres and encourage participation. SLM has a comprehensive training and development programme to ensure the staff can deliver a high quality service.” Crawley Borough Council: “The launch day fronted by Colin Jackson and Katie-George Dunlevy was well-attended and launched the partnership in a positive manner. A large Everyone Active presence for the first few weeks of the contract ensured both staff and customers quickly adjusted to the new operator.” Between 2017 and 2020, we mobilised 18 new local authority partnership contracts

Everyone Active: An Introduction

CONTACT US TODAY! Please do not hesitate to contact one of our team for an informal discussion regarding your future contractual needs or facility development needs. Head Office Address: 2 Watling Dr, Burbage, Hinckley LE10 3EY

PETE WILLIAMS – BUSINESS DEVELOPMENT DIRECTOR petewilliams@everyoneactive.com | 07920292554 STEPHEN ROUND – DIRECTOR AND GENERAL COUNSEL stephenround@everyoneactive.com | 07935 061266

Everyone Active: An Introduction