Sandwell leisure centres told to bulk up numbers
Leisure centres in Sandwell are not doing enough to convince people to become permanent members, councillors have said.
Sandwell Leisure Trust, which runs leisure centres in the borough on behalf of Sandwell Council, has been told that more could be done to improve membership numbers.
A report from Sandwell Council said members of its leisure, culture and third sector scrutiny panel felt the trust's membership offer was 'somewhat limited' and that 'consideration should be given to offering more packages'.
But the Leisure Trust, which is a registered charity, has hit back at the criticism, saying it has attracted more than 40,000 members and that numbers signing up have increased each year.
The row comes ahead of the opening of the new £8 million Wednesbury Leisure Centre in October, for which people can join for £9.99 a month until the new year.
The comments made at the council scrutiny meeting came after members were presented with evidence that some users were choosing to pay for each separate visit rather than sign up to a membership.
Offers currently available for Sandwell leisure centres include the One Card, which offers unlimited access to swimming sessions, fitness classes, gyms and weights, a sauna, as well as discounts to play golf and tennis, and is available for £28.50 a month.
The Standard Leisure Pass, which offers various discounts, is also available for a one-off annual payment of £18.
Mark Wildman, marketing and business manager at the Sandwell Leisure Trust, said: "We provide a range of membership options for all ages and abilities including junior membership, targeted concessions for those on low income, full-time students and those aged 60 plus, family options and all inclusive swim, gym and fitness membership to use at any SLT centre in Sandwell.
"We currently have over 40,600 members enjoying Sandwell's sport and leisure centres, this is up seven per cent on last year and continues to grow year on year.
"The trust continues to work in partnership with Sandwell Council to offer the most affordable and sustainable pricing and membership options available."
Councillor Bob Lloyd, who is a member of the scrutiny committee, said: "We always needed to keep an eye on what is happening. We are not just saying go away and do something different, we are saying keep what we have now but what more can we do? It would be nice to think the centres could offer everyone something.
"We are always looking for more (members). We have a leisure centre in Wednesbury that is about to open and that is £8 million worth of investment and we are dropping down to £9.99 in the hope people will join."
