Early in 2007, Southwark Council confirmed its investment strategy for its 7 Leisure Centres of £12.3m for improvements. This is being funded entirely from the Council’s capital programme. Demand analysis, specifically latent demand undertaken by The Leisure Database Company was used to support the need for investment and how it should be spent to maximise the benefits for the people of Southwark.
Nigel Robinson, Strategic Development Manager for Sport at the London Borough of Southwark, commented:
“The Leisure Database Company has consistently supplied the Council high quality and reliable market intelligence over the many years that we have worked with them. This allied with their in-depth knowledge of the leisure business and desire to understand this in the Southwark context has proven to be extremely useful to us and we will continue to use them in future”.
In 2006, The Leisure Database Company carried out detailed customer segmentation of the people using Southwark’s leisure facilities. This included an analysis of who uses each centre, how far they travel to use the facility, a detailed competitor review and an estimate of latent health & fitness demand in the borough, specific to each site.
If you would like to know how customer segmentation could benefit your facility please contact us on 020 7379 3197.