Alliance Leisure Case Study for

Clay Cross Active

A flagship community hub driving health, wellbeing and regeneration in North East Derbyshire

Introduction

In June 2025, the doors opened on Clay Cross Active, a landmark £26.3m leisure and wellbeing hub designed to transform health, wellbeing and community connectivity in North East Derbyshire.

Delivered by In partnership with Alliance Leisure Services through the UK Leisure Framework and owned and operated by North East Derbyshire District Council, Clay Cross Active represents a new generation of community leisure and wellbeing centres. The centre brings together high-quality sport and physical activity spaces with health, social support and community services under one roof, creating a destination hub designed to improve lives and tackle health inequalities.

Located within Sharley Park, the new centre replaces the ageing Sharley Park Leisure Centre and forms a key component of the Clay Cross Town Investment Plan. By combining sport, wellbeing and community services in one accessible location, Clay Cross Active provides a blueprint for how local authorities can use leisure infrastructure to support regeneration, improve population health and strengthen communities.

“The success of Clay Cross Active demonstrates the power of effective partnership working. Through close collaboration with Alliance Leisure, we’ve delivered a high‑quality, accessible facility that reflects what our communities want and need, and which is already making a positive difference to health, wellbeing and local pride.”

Cllr Kathy Rouse, Portfolio Holder for Leisure, North East Derbyshire District Council

Background

The development of Clay Cross Active was driven by a combination of social, health and infrastructure challenges facing the town of Clay Cross and the wider North East Derbyshire district.

The previous facility, Sharley Park Leisure Centre, was built in the 1970s and no longer met the needs of the local community. The building suffered from structural deterioration, accessibility limitations and an outdated activity offer. Operational costs were high and the centre required significant council subsidy, making long-term sustainability increasingly difficult.

Alongside these challenges, Clay Cross is a town undergoing significant investment and renewal. A former coal‑mining community, it is driving renewed confidence and momentum through improved infrastructure including investment in new homes and businesses. Much of this progress has been supported by the Clay Cross Town Deal, which has provided vital funding to help reinvigorate the area and support long‑term growth.

There is a clear ambition from the Council and its partners to ensure that investment delivers positive outcomes for health, wellbeing and quality of life. While parts of the community continue to experience health and socio‑economic challenges associated with long‑term deprivation, these factors are increasingly being addressed through targeted regeneration, improved facilities and a stronger focus on inclusive growth.

The ambition was to not only improve the built environment, but also to invest in community infrastructure that supports healthier lifestyles, greater economic participation and improved life chances. The development of Clay Cross Active was shaped through local consultation and aligned closely with these wider objectives, ensuring it responds to both current needs and the town’s long‑term vision for regeneration and prosperity.

Research carried out also identified the main barriers preventing residents from participating in physical activity:

Cost of activities
Lack of confidence
Limited awareness of opportunities
Accessibility challenges
Poor quality facilities
Childcare constraints
Lack of motivation or support networks

Extensive community consultation involving more than 850 residents, conducted by Strategic Leisure and the Council reinforced the need for change. Both existing users and non-users highlighted the importance of investing in modern, accessible facilities including swimming provision that would accommodate, amongst other activities, a learn to swim program for local children and opportunities for older adults not catered for by Sharley Park Leisure Centre.

The replacement of the ageing leisure centre emerged as one of the community’s top priorities, alongside improved facilities for young people, enhanced public spaces and stronger connections between health and wellbeing services.

“Following extensive local consultation and needs-analysis it became very clear that local people wanted and needed an accessible, affordable multi-facility leisure hub. The call for a modern swimming pool was top of the wish list. Existing facilities at Sharley Park Leisure Centre no longer met local needs. A new facility would create better programming opportunities, enabling the facility to cater for a much broader segment of the community.”

Rachel Fowler, Managing Director, Strategic Leisure

The solution

Clay Cross Active was designed to directly respond to community challenges.

Working through the UK Leisure Framework, owned and managed by Denbighshire Leisure, Alliance Leisure led the design and development process alongside North East Derbyshire District Council, funders Clay Cross Town Board, Sport England and Football Foundation and a supply chain of carefully selected partners. The ambition was to create a facility that would remove barriers to participation providing a welcoming, inclusive environment for everyone, especially those who stood to gain the most, for example those currently furthest away from an active lifestyle, whilst also connecting to other community services.

The resulting facility brings together a wide range of sport, fitness and community amenities, including:

A 100-station gym
Immersive group cycling studio
Four-court sports hall
25-metre, six-lane swimming pool
Learner pool with spectator seating
Wellness suite featuring a 10-station Innerva power-assisted exercise circuit
TAGactive indoor adventure play
Soft play facilities
Multi-purpose community activity spaces
Consultation rooms
Café with pool viewing gallery
Outdoor play area
3G Football Pitch

Accessibility was identified as a key reason why local people were not engaging in physical activity, was a central design priority. The facility features an inclusive changing village alongside a Changing Places facility, a pool pod and hoist to enable easy access in and out of the water plus a lift for easy access between floors. The car park provided ample provision and included allocated spaces for families and blue badge holders. Secure racks were also provided for those who preferred to cycle to the venue. All of these measures ensure the centre can be used comfortably by everyone, including people with disabilities and those requiring additional support.

The Innerva wellness suite in particular, kitted out with power-assisted strength equipment, has been integrated to support individuals who may feel put off by a traditional gym environment, including older adults, people recovering from trauma and those living with long-term health conditions.

Beyond the building itself, Sharley Park has also been enhanced with new outdoor spaces including:

A full-size floodlit 3G pitch
Improved play areas
Enhanced social and recreation spaces

Importantly, the facility also incorporates co-located health and community services, further strengthening its role as a community hub.

Citizens Advice North East Derbyshire now operates from the centre, providing accessible advice services for residents. In addition, the Chesterfield Royal Hospital Community Midwifery Team is based at Clay Cross Active, delivering antenatal and postnatal care in modern, easily accessible facilities.

By bringing together physical activity opportunities with health and advice services, the centre supports early intervention, prevention and long-term wellbeing whilst also relieving pressure on primary care services.

During Construction…

Outcomes

Clay Cross Active is already demonstrating a transformative impact, directly addressing the barriers to participation identified during the planning phase and significantly exceeding early performance expectations.

The new centre has removed accessibility barriers through an intentionally inclusive building design, a flexible pricing model and extended opening hours. Features such as a Changing Places facility, pool pod and hoist, lift access, accessible parking and family-friendly layouts ensure that people of all ages and abilities can use the centre with confidence. At the same time, a diverse programme of activities is helping to overcome lack of confidence and motivation, with instructor-led sessions, group activities and targeted support creating a welcoming and supportive environment for those new to physical activity.

This approach is translating into exceptional levels of engagement. Membership has grown to 3,447 within the first eight months of operation, compared with just 725 members at the previous facility, far exceeding the original Year Five business plan target. Participation has also increased dramatically, with 42,562 visits recorded in February 2026 alone, compared with 14,157 visits in February 2023 at the former centre. This uplift reflects not only the improved facility but also the breadth of opportunities now available to the community.

Programming has played a key role in attracting new and more diverse audiences. The TAGactive digital adventure play area has become a major draw for younger users and families, while innovative formats such as TAG Beats, TAG After Dark and TAG Rocks are successfully engaging teenagers and adults. The introduction of home education sessions further broadens the reach, providing structured physical activity opportunities during the daytime.

The centre is also supporting specific population groups through targeted health and wellbeing programmes. The Innerva power-assisted exercise suite is enabling older adults and those with long-term health conditions to exercise safely and confidently, while a rapidly growing exercise referral programme has already generated over 400 referrals from local GPs and health professionals since opening. Specialist sessions, including cardiac rehabilitation and falls prevention, alongside long-established community groups, are helping to build confidence, friendships and long-term movement behaviour change among participants who were previously inactive and/or socially isolated.

Aquatics provision is similarly strong, with more than 800 learners now enrolled in the swimming lesson programme with continued growth a core target. This is particularly significant given that over 500 people were on waiting lists prior to the new facility opening. In addition to schools and public access times, the pools are also supporting a wide range of community uses, from club activity to health-based therapeutic sessions, reinforcing the centre’s role as a hub for both recreation and supportive health services.

The co-location of services is proving highly effective in breaking down awareness and confidence barriers. The on-site Citizens Advice service is delivering around 150 face-to-face appointments per month, representing a 25% increase in engagement, while NHS midwifery services are facilitating approximately 425 appointments each month.

These services are introducing new audiences to the centre, many of whom would not otherwise have visited. Expectant and new mothers, for example, are able to access healthcare in a familiar, non-clinical environment and are then naturally encouraged to engage with other activities, from meeting friends in the café to participating in soft play, family swimming and longer-term programmes such as swimming lessons and junior gym. This early and positive introduction helps to build lasting relationships with the facility and supports a lifelong connection to physical activity.

The café is playing a particularly important role in widening access and attracting new users. Positioned to serve both park visitors and centre users, it creates a natural connection between the outdoor environment and the facility itself. Many visitors initially come for a coffee or light meal, including parents with young children and local residents using the park, and then become more familiar with the centre and its offer. This informal point of entry is helping to break down psychological barriers, making the building feel more welcoming and accessible. The café generated £31,338 in revenue in February alone and is contributing to increased dwell time, social interaction and repeat visits.

The impact extends beyond the building. The 3G pitch is attracting around 4,000 visits per month during peak season, supporting a wide range of community use including grassroots football, female participation initiatives and sessions for players with additional needs. More broadly, the centre has created new employment opportunities, increased footfall in Clay Cross and strengthened links between community, health and leisure services.

Importantly, the combination of high-quality facilities, inclusive programming and co-located services is fostering stronger community connections. Initiatives such as social activity sessions for isolated residents, community outreach programmes and partnerships with local schools are helping to build confidence, reduce isolation and embed physical activity into everyday life.

Together, these outcomes demonstrate how Clay Cross Active is not only increasing participation but fundamentally changing how people engage with health, wellbeing and their local community.

“Clay Cross Active has been a huge community success story. The investment set out to encourage more of the community to make use of the leisure facilities and in doing so, adopt healthy active habits that support good health and prevent ill health. We also wanted to create a space where everyone feels welcome, comfortable and able to connect through social interactions that support strong mental and emotional health. The uplift in visits, especially from groups in the community who were previously disengaged – older adults, plus young people, individuals living with long term health conditions and disabilities, and the feedback we are receiving from users, absolutely demonstrates that we are achieving this.

“I really hope that what we are achieving with Clay Cross Active encourages other council’s to explore the potential value their leisure provision could be delivering with the right, vision, investment, expertise and support.”

Michael Price, Centre Manager, North East Derbyshire District Council.

Clay Cross Active after opening!

Challenges faced: Navigating the collapse of the main contractor

While the project had strong strategic foundations, the construction phase encountered a major challenge when the original main contractor, ISG, entered administration in September 2024.

The sudden collapse of a principal contractor during a live build programme can present significant risks to cost, programme continuity and site safety. In this case, construction work had already progressed significantly, meaning the project team had to act quickly to stabilise the situation.

Alliance Leisure, acting as development partner through the UK Leisure Framework, immediately implemented contingency plans to safeguard the site and protect the project’s progress.

Within a short timeframe, Alliance worked with Framework partners to appoint locally based, Universal Civils & Build as the replacement contractor. The site was secured, construction works were assessed and a revised programme was established to minimise disruption.

Taking over the project mid-build presented a number of challenges for Universal, including:

Incomplete or undocumented works from earlier construction phases
Limited handover information
Disruption to the construction programme
The need to rapidly re-establish site management structures and supply chains

Universal’s proximity to the project, with its head office located just eight miles from Clay Cross, proved a key advantage. The company was able to maintain a strong on-site presence, enabling rapid decision-making and close collaboration with the wider delivery team.

Working closely with Alliance Leisure and the project partners, Universal undertook a detailed assessment of the existing construction works, verified compliance with regulations and re-mobilised contractors and suppliers.

The recovery programme focused on three key priorities:

Delivering value engineering opportunities: Identifying efficiencies and design solutions that maintained performance while protecting the project budget.
Maintaining the revised programme: Re-establishing a clear construction timeline and accelerating works where possible to reduce delays.
Protecting quality and safety standards: Ensuring the finished facility met the highest standards without compromise.

Universal’s strong regional supply chain and relationships with local subcontractors also played an important role in getting the project back on track. Many of the workforce involved in the construction came from Derbyshire and Nottinghamshire, reinforcing the project’s connection to the local community.

Through strong collaboration across the project team, construction resumed quickly and the scheme was successfully delivered with only a minimal uplift in the overall project budget.

“Stepping in mid-way through a project is never straightforward, particularly when documentation and programme continuity have been affected. Our team worked quickly with Alliance Leisure to assess the works completed, stabilise the site and rebuild the delivery programme. By drawing on our strong regional supply chain and maintaining a close on-site presence, we were able to get the project back on track and deliver a fantastic new facility for the Clay Cross community.”

Martin Davies, Build Managing Director, Universal Group.

Clay Cross Active was one of several leisure developments affected by the collapse of ISG, yet thanks to the flexibility of the UK Leisure Framework and Alliance Leisure’s leadership, all affected projects were brought back on track within 100 days.

“When ISG collapsed the build project was in full swing The news called into question the entire project. Fortunately, Alliance Leisure, working in close consultation with North East Derbyshire District Council moved quickly to secure the site and formulate an action plan that would see the project re-started with minimum delays and minimum additional costs.

“Thanks to the Council’s engagement with the UK Leisure Framework’s collection of pre-vetted specialist leisure suppliers, Alliance was able to appoint a replacement construction company within weeks and the project’s future was secured. This was a challenge we could all have done without but we tackled it head on, together and the results are a shining example of how, working together we were able to realise our vision and provide our community with the health and wellbeing hub it truly deserves.”

Chris Mills, Assistant Director, Leisure, North East Derbyshire District Council

Energy efficiency

Sustainability and long-term operational efficiency were central to the design of Clay Cross Active, with a clear commitment to reducing environmental impact while minimising running costs for the local authority.

The building adopts a fabric-first approach, prioritising high levels of insulation, air tightness and thermal performance to reduce overall energy demand. This is complemented by a compact building form, considered orientation and effective thermal zoning, ensuring that energy is used efficiently across different areas of the facility. As a result, the development achieves a 30% improvement over the notional Building Regulations target and has been awarded an EPC rating of A.

Efficient building services further enhance performance. High-efficiency air source heat pumps provide low-carbon heating, while a roof-mounted photovoltaic array generates renewable electricity on site. Internally, energy use is carefully managed through the installation of four-pipe fan coil units with EC motors and intelligent controls, allowing simultaneous heating and cooling where required without unnecessary energy waste.

Ventilation systems and circulation pumps are fitted with inverter-driven variable speed drives, ensuring that systems operate only at the level required, while energy-efficient LED lighting with smart controls reduces electricity consumption throughout the building. All systems are integrated through a centralised Building Management System, enabling real-time monitoring and optimisation of performance.

The scheme also supports the transition to low-carbon transport, with electric vehicle charging infrastructure and cycle parking encouraging more sustainable travel choices.

“From the outset, the ambition was to create a building that not only performs exceptionally well in operational terms but also supports the council’s long-term sustainability goals. By adopting a fabric-first strategy and integrating efficient, low-carbon technologies throughout, Clay Cross Active sets a strong benchmark for future community leisure developments.”

David Richardson, Associate, GT3 Architects

Engagement and insight support

Working closely with the council’s in-house communications team, Alliance Leisure’s Insight and Engagement team played a pivotal role in shaping the development, launch and ongoing success of Clay Cross Active. By delivering a comprehensive, end-to-end programme. Alliance ensured the facility was driven by community need and supported by a bold, engaging brand and communications strategy designed for long-term economic and social sustainability.

Support began during public consultation, with a structured communications programme and a council-branded microsite providing accessible updates and a trusted channel throughout the project. Working with Strategic Leisure, Alliance conducted surveys, insight gathering and demand analysis, aligning the facility mix with community needs.

Alliance led a full leisure brand transformation, introducing Clay Cross Active within the Just Do More identity. A modern visual identity, distinctive graphic devices and colour themes created a cohesive, intuitive customer journey. A refreshed mobile app and new website, supported by a dedicated team, enhanced accessibility and engagement, achieving over 9,000 downloads.

A product-led marketing strategy underpinned launch, with pre-sale campaigns and targeted promotions, including the TAGactive arena, driving first-time visits and repeat usage. This integrated programme of insight, branding and delivery has established Clay Cross Active as a vibrant, modern community hub with strong awareness, engagement and long-term sustainability.

“We’ve worked closely with Alliance Leisure from the early pre‑opening stages through to post‑launch, and the partnership has been fundamental to the success of Clay Cross Active. Alongside our in‑house communications team, Alliance brought real innovation, creativity and sector insight to the table – from shaping the launch approach to delivering targeted, bespoke marketing campaigns supported by paid media, data‑led advice and creative support. That collaborative approach has helped drive record numbers through the doors at Clay Cross Active and across our wider leisure portfolio, and it continues to be a very positive and productive partnership.”

David Vickers (CIPR), Communications Marketing and Design Manager, North East Derbyshire District Council

The future

Clay Cross Active plays a central role in the wider Clay Cross Town Investment Plan, which aims to drive regeneration, improve wellbeing and strengthen community infrastructure across the region.

The project forms part of a wider £32m investment in leisure facilities across North East Derbyshire, demonstrating the council’s commitment to improving health outcomes and increasing participation in sport and physical activity.

Early results have already exceeded expectations.

Within the first month of opening, membership numbers surpassed projections that had originally been forecast for Year Five of operation.

Customer feedback has been equally positive, with residents praising the accessibility, inclusivity and modern design of the facility.

Beyond participation numbers, the long-term ambition for Clay Cross Active is to create lasting social impact by:

Reducing health inequalities
Supporting inactive residents to become more active
Strengthening community connections
Providing accessible health and advice services
Supporting economic and social regeneration in the town
Providing employment opportunities

By combining sport, wellbeing and community services within a single integrated hub, Clay Cross Active demonstrates how leisure infrastructure can play a critical role in improving lives and building stronger communities.