News

Burnley Leisure and Culture’s renewed focus on older adults and people living with long-term conditions is delivering impressive results following a major upgrade of its power-assisted exercise suite. Relaunched as the Active Hub, the revitalised space has seen membership double and usage by those with disabilities increase by 300%.

Located at St Peter’s Leisure Centre, the former women-only suite is now a premium exercise space featuring Innerva’s latest power-assisted technology with enhanced digital connectivity via Innerva Connect, offering a supportive environment for all abilities.

Scott Bryce, Chief Operating Officer at Burnley Leisure and Culture, says: “We didn’t have the previous suite as a key focus, and in doing so, had lost sight of the older adult market. But our increased work with health partners, rehabilitation and exercise referral meant we needed to invest in the facilities and staff to better serve this audience.”

As a key part of the centre’s exercise referral pathway, the Hub is as an accessible entry point and also supports long-term participation. Prior to the refurbishment, 23% of exercise referral participants converted to mainstream membership. Following the upgrade and the introduction of a stepping-stone membership, the conversation rate has grown to a staggering 81%.

“The Hub is ideal for collaborative work with our health partners. We regularly host joint sessions with local Primary Care Networks, physiotherapists and occupational therapists. Through our exercise referral programme, patients benefit from a smooth transition from hospital discharge or treatment into community-based support. This helps reduce pressure on the NHS by minimising repeat visits where possible,” says Bryce.

Working with their health partners, the trust identifies and supports targeted populations, aligning with the NHS’s shift towards preventative care as outlined in the NHS Long Term Plan. The centre hosts MSK sessions, falls-prevention groups and rehabilitation classes, with partner organisations now delivering around six sessions per week in the space compared to just one a week previously. It also accepts self-referrals from those who haven’t exercised for six months.

The majority of people accessing the Active Hub live with long-term health conditions, and at one stage every single active user had two or more conditions. Common challenges include MSK pain, mobility limitations, neurological disorders, obesity and mental health issues such as anxiety and depression. Men are joining in greater numbers and most users are aged 50 and above.

One of the first operators to implement Innerva Connect, the trust is using the new platform to  track member activity, including the number of visits and timing of each session, to map the customer journey for Active Hub users.

“By analysing usage patterns and progress, alongside health considerations, we can understand why people are using the Hub, how they are progressing and the impact on their wellbeing, providing invaluable insights to tailor our support and improve outcomes.”

Membership of the Active Hub has doubled since the upgrade, rising from around 100 to more than 200, with an additional 430 mainstream members regularly using the space as part of their wider gym access. Use by members with disabilities has increased by 300%, while engagement among rehabilitation groups, older adults and those with complex health needs has also grown significantly.

Every staff member, from reception to cleaning, has been trained to use the power-assisted equipment and is encouraged to use the facility during their shifts. This forward-thinking initiative has helped to improve staff wellbeing, reduce sickness levels and develop stronger relationships with members.

“The Active Hub is a space where people can move, connect and build healthy habits in a supportive, social environment. We’re delighted by the growth in membership, but also by the sheer number of people now actively using the facility. The Hub is no longer an add-on, it has become a key part of our offering,” says Bryce.

Laura Childs, Marketing & Communications Manager, Innerva, says: “Burnley Leisure and Culture’s investment in the Active Hub and its decision to focus on the older adult market is example of how operators can achieve significant growth by meeting the needs of ageing populations. We know that with the right facilities, programmes and staff, operators can attract new members and drive engagement, all while improving the health and wellbeing of older adults and those with long-term conditions.”

Burnley Leisure and Culture was awarded Local Authority/Leisure Trust Gym of the Year at the National Fitness Awards in December, the second time it has secured the title in four years.