A New Gym for The Wem Swimming and Lifestyle Centre
A Proposal to Build a New Gym
Wem Swimming and Lifestyle Centre Sports Development Plan
Part 1 – Building the Gym
1.1 Contents
1.1 Contents ...... 2 1.2 A Business Plan for a New Gym – Executive Summary...... 4 2. The Proposal...... 6 2.1 Location & Design ...... 8 2.1.1 Location ...... 8 2.1.2 Design ...... 9 2.2 Access ...... 11 2.3 Proposed Gym Equipment...... 12 3. The effect of the new gym on membership and usage...... 13 3.1 Market research ...... 13 3.1.1 Current usage ...... 14 3.1.2 Projected usage (Target customers) ...... 14 3.1.3 Additional benefits ...... 14 3.1.4 The effect of the viewing area...... 15 3.1.5 Routes to target customers ...... 15 4. The Effect on Membership Income and Expenditure ...... 17 4.1 Current and expected membership and income...... 17 4.2 The effect on expenditure...... 17 4.3 Financials and sources of income ...... 18 5. Funding sources ...... 18 5.1 Funding from reserves...... 19 5.2 Lottery and similar funding sources...... 19 5.3 Local Businesses ...... 19 5.4 Community funding sources ...... 20 5.5 Management ...... 20 Appendix 1. Gym Extension Plan and Budget ...... 27 Wem Swimming Pool...... 28 Gym Extension Budget...... 28 Appendix 2 Membership and likely growth...... 30 Appendix 3 Cash Flow = over 10 years...... 31 Appendix 4 – Sport England market segmentation...... 33 Part 2 – ...... 34 Wem Swimming and Lifestyle Centre Sports Development Plan ...... 34 5.6 The existing Gym ...... 35 5.7 The New Gym...... 37 5.8 Exercise Studio ...... 39 5.9 The proposed equipment...... 40 5.10 Sporting Objectives ...... 43 5.11 The Customers – who are we targeting? ...... 43 5.12 The Pool ...... 44 5.13 Amateur Swimming Association Swim Fit ...... 46 5.14 Rookie lifesaving...... 47 5.15 Aquafit...... 47 5.16 GP Referral...... 47 5.17 Coached Swimming Sessions ...... 48 5.18 Swimming lessons ...... 48 5.19 Swim Gym ...... 49 The Gym ...... 49 5.20 Gym Users ...... 49 5.21 Personal Training ...... 50 5.22 Circuit Training ...... 50 5.23 Studio ...... 51 5.24 Viewing Area ...... 52 All Facilities ...... 53 5.25 Triathlon Development ...... 53 5.26 Gym/Swim ...... 55 5.27 Lifesaving courses ...... 55 5.28 Swimming Teacher Courses...... 56 5.29 WSLC Boot Camp ...... 56 5.30 Running, walking, cycling group...... 57
1.2 A Business Plan for a New Gym – Executive Summary.
Executive Summary Version 2
This business plan is in two parts. Part one describes our proposal for development of a new and improved gym facility at Wem Swimming and Lifestyle Centre (“WSLC”). It articulates our business model, target markets, financials and details are experienced board and staff profiles. Part two describes the way we will run the new gym and existing facilities to drive additional revenues. It details our target audiences that we are aiming at – this covers both existing activities and those that are proposed as part of new facilities.
A previously council run centre. WSLC is now in it’s second successful year of trading under the new charitable community owned company structure, WSLC has gone through various stages in its evolution and now has a strong base upon which it can continue to develop and provide further community health and social benefits.
When first taken over in January 2015 by WSLC, the facility was tired and had been run within stringent budget constraints. Our first years trading required significant investment to return the facility to standard demanded by our community ensuring that customers were receiving the proper support and comfort expected in such a facility. Community feedback suggested that our gym was a weak link and demonstrated a demand for an improved and enlarged gym. A significant number suggesting that the basic existing gym was a key factor in not becoming members. Constrained by our existing model we have continued to drive user numbers and it is clear that there is a groundswell of evidence from the community and current users that the facility is a jewel in Wem’s crown. It is a much needed community centre and one that with our planned investment and development will continue to grow user numbers and will be seen as a success for our community.
Community research has highlighted that as the only facility within a ten mile radius there is strong user demand. The pool itself cannot easily be modified in its current size, however its use for training, teaching, providing classes and for social and fun activities will continue to be supported to enable further growth.
Feedback indicates that pool use with grow further once the new gym is built as the current gym space will be converted to a social hub and viewing area allowing parents to watch their children in comfort during swim lessons .This has been flagged as a weakness in our current offer. Our current gym offer means that potential users are willing to travel over 10 miles to train elsewhere. Our new gym will provide a cost effective local alternative and one that will increase user numbers significantly.
Both the community and local authority support our planned development. Community feedback has been positive and the council have already passed our planning application meaning work can start as soon as funds are in place.
The Cost of the gym project is £115,000. Our proposed funding model is:-
Contribution from reserves £35,000 Loan funding £55,000 Community investment £25,000
Total £115,000
Our financials show our ability to service any loan funding and a summary of our five year projection is shown below. The full detailed breakdown is clearly shown in the financials section.
Build Year One Year Two Year Three Year Four Year Five Period Income £0 £15,525 £23,000 £31,000 £35,987 £35,987 Expenditure £0 £0 £0 £11,700 £11,700 £11,700 Overheads £750 £14,524 £14,524 £14,524 £26,244 £26,224 Totals £-750 £1,001 £8,476 £4,776 £9,763 £9,763
The business plan clearly demonstrates our strong position and future growth plans. The total cost for the scheme has been projected at £110k and ROI is projected after year 5???. The funding of such a scheme has been considered through various means and at the present time the main considerations would be that surplus income would support nearly 30% of the cost, with the remainder coming from community shares, loan and grant funding. Clearly the more grant funding support that is available the better.
WSLC would like to thank you for taking the time to review this plan and believe it clearly articulates our ability to deliver on the plan and provide a strong community facility for Wem and the surrounding area for many years to come
2. The Proposal.
The operation of Wem swimming pool was taken over in January 2015 by the Friends of Wem Swimming Centre registered as a Community Interest Company under the name of Wem Swimming and Lifestyle Centre (WSLC). It is a Registered Charity for Tax purposes – no. IPO 32388
The present gym was established by the previous operator – Teme Leisure as a means to provide additional fitness facilities at the pool and as a means of generating income to support the operation of the swimming pool.
Over the past year the popularity of the gym and the increase in members has created a demand for additional equipment and more gym stations. The extension will provide the opportunity to offer a more diverse range of equipment appealing to a wider section of the community.
The proposal is for a new gym situated on the south wall and to the rear of the existing swimming pool. It would link to the existing conservatory that contains the present gym.
This development proposes the extension of the swimming pool to provide additional space for gym equipment and allow the existing gym structure to revert back to a spectator area.
Originally the conservatory area was used as a viewing area and with some children’s play equipment for toddlers. Since installing a gym within the conservatory area, one of the criticisms from users has been the lack of opportunity for spectators in particular parents of children taking swimming lessons and the use of the space for basic catering such as hot drinks and snacks. Similarly for gym users, the space is not purpose designed for a gym as it is a basic conservatory building, which is hot in the summer and needs window screens for privacy. The extension will allow these issues to be addressed and resolved.
Views of the existing gym. This will revert to a viewing area.
2.1 Location & Design
2.1.1 Location
WSLC is located centrally in the Wem. It is leased under a 20 year lease from Wen Town Council along with the car park, Sports and Social Club, Scout Building, bowling green, football field and other facilities.
Whitchurch (16km); Dearnford( 12km)
Thoma St s WSLC Peters Adams Hawkestone Primar School Park (4km); y Lacon Caravan (1km); Ellesmer e (16km)
Town Shrewsbu Centr ry (16km)
The current arrangements and facilities provide the following:- • Common access from Pyms Road with brown tourist signage • Lit, free parking for up to 80 vehicles in marked bays • Lit, common central area between all facilities for access to all facilities (Vehicles for staff permitted for infrequent use) • Pedestrian and bicycle access to town centre along lit footpaths • Centrally located for easy access by Wem primary and secondary schools
WSLC
Football club incl Scouts & Brownie Bowlin Sports g & Social club
2.1.2 Design
The complex internal arrangement and footprint of the pool is such that the extension of the building requires that the existing changing rooms, plant room and reception arrangement is retained, thus minimising disruption and cost.
Consideration has been given to how additional floor space can be achieved and maximised. The location of the proposed Gym at the rear of the building and linking this through the existing gym is the best solution. The design extends the main roof to the existing gable with a lower roof extending from the existing gym. The external materials will match those of the existing building, see the proposed design below, the new area is shaded in grey.
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Cost projections for the new extension are £100,000.
2.2 Access
The proposed extension is single storey and will be accessed through the existing main entrance, passing the reception. Access suitable for wheelchair users will be provided in accordance with current building regulations.
Sketch of typical gym layout that is proposed
2.3 Proposed Gym Equipment
Currently there is a 9 station cardio gym, which comprises:- • 2 x treadmills • 2 x cross trainers • 4 x bicycles and • 1 x rower. • There are also two weight benches with free weights and a sit up station.
The new gym will have 18 cardio stations, comprising: • 4 x treadmills • 4 x cross trainers • 6 x bicycles • 2 x rowers • 4 x resistance machines • 1 x peck deck • 1 x shoulder press • 2 x bench press • Two weight benches with free weights and two sit up stations.
This doubles the current equipment and adds resistance machines.
The cost of kitting out the gym will be between £12 – 15,000+
. For more detailed information see the WSLC Sports Development Plan – in Part 2 of this report.
3. The effect of the new gym on membership and usage
3.1 Market research
Wem is a small market town of just over 5,000 population, but encompasses around 8,000 inhabitants within the swimming pool catchment area of up to 15 minutes drive time. It was built in 1974. In 2006 when North Shropshire Council tried to close both Wem’ Swimming Pool and Town Hall, a subsequent public outcry (some 500 registered as supporters of the pool at the time) enabled the Town Council to acquire both buildings. They are now successfully run as community enterprises. The Wem Town Council is approachable and supportive and their generous support has always allowed contingencies for the pool, which have ensured that the Pool has remained open.
From our Market Research we know that the key social challenges are:-
• North Shropshire has a growing older population. In 2001 17.8% were classed as retired, in 2011 this has grown to 21.9% (compared to nationally 16.9%) and by 2021 is expected to grow to 28%. This links closely to the lack of mobility seen by this age group. • The lack of economic growth and associated youth employment • Significant un-realised latent demand of young women • Few opportunities for children and young people which themselves result in a high incidence of reported low levels of mental health and well-being • Rural isolation (population density 1.22 per hectare compared to an average of 4.1 nationally) can also exacerbate the health and social care needs • Physical health problems; whilst Wem and Shropshire are shown to be better than average on most of the health indicators, North Shropshire shows evidence of obesity and people who are overweight, causing a vicious circle of dependency on the already stretched primary health care in the area • Sport England segmentation tells us that among younger and middle-aged age groups Tim and Phillip have the highest participation levels. Wem so far is showing significant latent demand from all segments, but this needs nurturing (see Sport England market segmentation in Appendix 4)
3.1.1 Current usage In January 2016 there was a membership of 312 people, all but 14 were for full membership. The rest were gym only. Gym usage for January was 322, averaging about 80 users per week. Our current gym users are around the age of 30 to 60 years old. It is thought that this will double with the new gym, (this estimate is based on the growing population of Wem as well as extra users attracted to the augmented range of equipment.)
3.1.2 Projected usage (Target customers) With a new gym facility and more equipment with the inclusion of resistance machines, we will be able to target the age group of 20 to 30. These are mainly male and we know from anecdotal evidence that footballers from the adjacent Bowens Field pitch are keen to use gym facilities. At present there are no available gym facilities in Wem. This age group does not currently use the facility because of the lack of equipment and poor space and are drawn away by mainly private providers elsewhere in the county, sometimes requiring up to 30mile around trips and being charged market rates usually between £35-55pcm. It is understood by current users and through anecdotal evidence that the 20-30 age group like the fact that the facility is local, but until is seen as a gym facility would not use the location.
We would also aspire to target two other groups, younger women and older and less fit people. Younger women in the 20 – 30 age group we know tend to be under represented and Sport England have their ‘This Girl Can Campaign’ to try to address that.
In addition we are very aware of the need for general improvements in fitness needed for older people as well as those who are over weight and who take limited exercise and are exposed to the onset of diabetes if they do not already have it. Many users would be attracted to a newer facility and indeed encouraged by the idea of being able to relax afterwards with a drink and a snack and somewhere to socialize. The fact that this is a centrally located building with ample free parking is an advantage.
Taking these figures into account the estimate is that we should in time go to around 400 members an increase of 100.
3.1.3 Additional benefits We are proposing to develop a unique system that combines exercise workouts in the water with gym based work. We call this Swim / Gym. Our general manager Niall Parker has already experimented with this and thinks it will be a feasible proposition with small groups once the gym is in operation. The proposition is that groups do targeted work in the gym as well as the pool either as pool exercises or as swimming sessions. We have installed the Swimfit System developed by the Amateur Swimming Association towards this end.
As well as this we will be able to advertise, promote and develop personal training and attract group usage, for example football club and triathletes. With a growing population for Wem and Wem Rural this growth assumption is, we think, conservative.
The Sport Plan that puts more specific targets to this can be seem in Part 2 of this report.
3.1.4 The effect of the viewing area.
Currently we think that some parents are being dissuaded from using Wem for swimming lessons because of the poor facilities for viewing and relaxation. It is expected that the viewing area liberated by the new gym will generate up to 50 extra swimming lessons per week over a 20 week period generating £340 extra per week - £6,800 p.a.
In addition we expect that the revenue taken from coffee and other snacks will double. This will be in the region of £5,000 p.a.
Put in sketch here of viewing area with café.
3.1.5 Routes to target customers
Channels that are proposed to target customers are as follows:- • Increasing links with sports and social club, football, bowls, secondary school to joint promote events and to encourage health and sports • Increasing links with tourism and hospitality facilities in the locality (e.g. Lacon caravan park; Hawkestone Park, Soulton Hall, Old Rectory) – joint offer swim/gym and stay opportunities • Increasing health links with the recently improved GP surgery and the CCG’s – through targeting patient recovery and obesity issues • Support triathlon and recreational activities at Dearnford, Ellesmere, Hawkestone • Establish a suite of recreational activities throughout the year for all ages and become a central hub
SWOT Analysis
Strengths Weaknesses • Local facility • 20m pool • Central location • Smaller facility than most sports • Mixed use facility centres • Affordable • Tired changing facility • Friendly staff • Requires increased visibility with PR • Training and coaching and location • • Difficulty in raising prices to reflect level of comfort Opportunities Threats • Increasing links with sports and • Potential new competitors setting social club, football, bowls, up purpose built facility secondary school • Increasing cost pressures due to • Increasing links with tourism and fuel prices, hospitality facilities in the locality (e.g. Lacon caravan park; Hawkestone Park, Soulton Hall, Old Rectory) • Increasing health links with the recently improved GP surgery and the CCG’s • Support triathlon and recreational activities at Dearnford, Ellesmere, Hawkestone Park & Golf • Establish a suite of recreational activities throughout the year for all ages and become a central hub • Loyalty card scheme – as TLC or even include with TLC or Shropshire schemes • Vitality membership - life and health insurance • Community – Give as you Live ® options
4. The Effect on Membership Income and Expenditure
4.1 Current and expected membership and income.
Current membership prices are as follows: Full monthly membership is £18 – annual - £180 Gym monthly membership is £12 – annual - £120 Junior monthly £12 – annual - £120 With a new gym, there would be no change to membership prices for juniors. There would be an increase of £3 to full membership and gym only - an increase of £30 annually.
Of our 312 members, 246 are full (79%). 14 gym only (5%). 52 swim/junior only (16%).
Assuming that our 100 extra people are attracted by the gym alone. At present only 5% are gym only (this may go up of course) but it would give 95 at £210 and 5 at £150, which gives £20,700 extra income. This would be scaled back if a higher proportion opts for gym only.
4.2 The effect on expenditure.
Any increase in income would have to take into account extra costs. These would include
Staffing
To offer a proper gym service of the sort set out above will need extra staffing. Initially we expect that extra need for attendance and advice in the gym can be managed by the existing staff with little extra cost. However later on as the details of the Sport Development Plan are realized we expect an increase in staffing costs possibly for one qualified member of staff. Currently a staff member costs in the region of £12,000 on a flexible shared part time basis.
Of course this extra staffing may result in greater income as programmes are realized. There are three current members of staff who are able to staff the gym and who will be available at any one time. Eventually as demand builds up one current member of staff would like to be trained for a fuller role in both the gym and development of triathlon work.
Overhead Costs
It is difficult to estimate the effect of the new gym on overhead costs. It will be built to a higher standard of insulation and fittings compared to the existing building and in as much as it acts as a “wrap round” to the existing building may even have some marginal savings on existing heating costs. Similarly the call for consumables (cleaning materials etc) will not be proportionately great as the pool with its call on chemicals. We have accordingly allowed £2,000 p.a. for premises and £1,000 p.a. for consumables.
We expect Support – insurance and the like to amount to £700 p.a. We have allowed a 10% depreciation p.a. on the £15,000 of equipment.
4.3 Financials and sources of income
Current audited accounts for the year to 31st December recorded:-
Turnover – £218,361 Gross Profit £213,262 Profit for the year £51,639
Details can be seen in Appendix 3.
5. Funding sources
Our need for finance is £100,000 for the building itself with a further maximum of £15,000 for equipment. There are a number of possible sources for this funding.
5.1 Funding from reserves.
In our first year of operation in 2015 we made a surplus of £40,000 after the Wem Town Council grant was taken into account and allowing for money that had been built up by the Friends of Wem Swimming and Lifestyle Centre.. The Council generously allowed us to retain this and we propose that £30,000 of this be put towards the new gym.
Our projections show that we could service a loan of £70,000 repaid over 10 years at 6%. This would cost £9,000 per annum dependent upon the terms of the loan. Of course we prefer not to have to borrow so much and propose to follow a number of additional sources – see below.
On the question of Bank loans we have taken the advice of the Coventry and Warwickshire CDA who have access to Co-operative Community Finance and Unity Trust (both at 6%) and the Key Trust (10%). In addition there is Troidos, the Cooperative Bank and Legal and General, all of whom are helpful for community funding. However the advice is to try that main street banks first as their costs are likely to be lower. We are currently investigating these sources.
5.2 Lottery and similar funding sources.
We are in conversation with Energize (http://www.shropshiretelfordwrekinsportspartnership.org.uk)and Sarah Wheal who did our earlier market research report, for help and advice on a Sport England bid which is likely to be launched later in the year. The main subject for this funding is likely to be for an exercise studio at the other end of the complex but it can also include some of the costs for the gym. Bids for funding where groups are able to put in amounts of their own money are more likely to succeed. That said the funds available are very competitive.
5.3 Local Businesses
On completion of this Plan we intend to produce a Prospectus to ask for donations and also community funding. There are a number of local businesses that it is possible will donate to this project. We do have somebody who has good business links and expertise and who has said he will help with this. Charitable donations are subject to tax relief. Under some circumstances. 5.4 Community funding sources
There are two possibilities here. Wem Swimming and Lifestyle Centre are constituted as a Community Benefit Society who can issue Community Shares. There has been considerable interest in this from our customers and interest was also expressed when surveys and focus groups were undertaken for the Market Research Report. We do intend to do a share issue to raise money and will produce a prospectus to this end.
We are also investigating Crowd Funding as a possible source of funds.
5.5 Management
The current management of the WLSC is as follows:-
Management Staff
General Manager – Niall Parker
In 1979 I joined the British Army, and was a Military and Physical Training Instructor. I served and lived in Germany for three years with tours to a number of countries including the Falkland Islands in 1982. Whilst within my PTI role, I was a swimming teacher and lifeguard and specialised in adventure training, canoeing, rock climbing and mountain expedition leading. I left the Army in 1989 and joined West Mercia Police. I had various roles in the police which included traffic, firearms, local and proactive policing and eventually on CID as a Detective Sgt with responsibility of investigating serious crime with a team of 7 detectives within Shropshire. I retired from the Police in 2013 and decided to go back into the world of Physical Training. I became a lifeguard and lifeguard trainer and swimming teacher at Shrewsbury School. I did the same job with Teme Leisure at Wem and became a Duty Manager. I also qualified as a gym instructor and personal trainer. When WSLC took over the pool and gym at Wem in 2015, I became the General Manager and expanded my qualifications so that I could manage health and safety, a plant room, swimming tutor and instruct on first aid as well as continuing with lifeguard training, PT and teaching swimming.
Duty Managers–
Karen Creagh
Karen is qualified as Aquatic – aerobics instructor who has experience working for North Shropshire DC, and Teme Wem. She is NPLQ qualified, ASA level 2 swimming teacher, Gym instructor level 2, GP referral, Cardiac Rehab, and Rlss first aid. The is also qualified as a pool plant operator. She holds BTEC and HND National Diplomas in Business and Finance. Karen is responsible for coordination and teaching of the lesson scheme, purchasing vending and retail stock and has responsibility of memberships and timetabling.
Jack
Tom Garbett
Tom is a Lifeguard and cover Duty Manager. He has a GCSE in Physical Education progressing on to BTEC Sport in college. “These lessons taught me so much about how the body works and also about being a personal trainer and composing training and diet programs for clients, doing health and fitness tests and also how to write follow up reports on the clients. As well as working at the swimming pool, I also complete 20 hours of training a week in order to maintain my fitness levels for my triathlons. I am about to travel to Australia at the end of August 2016 to compete in the IRONMAN 70.3 Age Group World Championships, where I will be representing GBR in the 18- 24year-old category. “ He is a level 2 gym instructor and level 3 personal trainer. He has an ambition to continue working as a personal trainer and to become a professional triathlete He has good communication and people skills through dealing with customers face to face over the phone and building rapport with members of the community. He is a competent first aider and CPR. Tom represents one of our younger staff members who we hope will build strength in depth for our management team.
Gary Simpson
Gary Simpson is a qualified Triathlon Coach, Run & Bike Leader and Lifeguard.
Gary has been coaching and training for a number of years and has completed multiple races including marathons and Ironman events. After leaving the RAF he has represented his age group for the GB Team in both Duathlon and Triathlon at the European Championships. In 2014 Gary was the winner of the Sunset to Sunrise Ultra marathon challenge running 65 miles. He also won the V45 title in 2016 in the Midland Services cross country league.
His coaching achievements have helped many to win medals and beat their personal bests on many occasions. He has helped to coach triathletes to GB age group level and the RAF Cosford Team to victory in the Midland Services race league. Also supporting countless novices to complete their first running and triathlon events, coaching at Shawbury Joggers and Tonis Triathlon Team.
Management – Board (Friends of Wem Swimming Centre)
Cadi Price - Chair
Community Development Officer for Severn Gorge Countryside Trust which manage Ironbridge World Heritage Site landscape for people and wildlife. Formerly Ironbridge Gorge Museum Trust Access and Outreach Education Officer. BA Primary Teaching, MA Heritage Management.
Malcolm Adkins – Secretary
Malcolm taught Urban and Strategic planning at Coventry University until taking early retirement in his early 50’s. He set up and ran a traditional boatbuilding co-operative (Coventry Boatbuilders) which later diversified into Building Conservation. He has project managed the restoration of the Coventry Canal basin Warehouses and a major £1.4m restoration with Heritage Lottery money of a group of Grade 2* listed Medieval Buildings in Spon End, Coventry. Until recently he was a Guardian of the Society for the Preservation of Ancient Buildings. Malcolm is a Masters Swimmer and competes on a regular basis for Shrewsbury Masters. He represented Shrewsbury Masters in the 2016 European Masters at the Olympic Pool in Stratford, London.
Chris Mellings – treasurer
Chris is a Founding Director of Wem Swimming & Lifestyle Centre Ltd and is the Company Treasurer.
He is the Shropshire County Councilor for Wem, Wem Rural and Whixall. Chris has wide experience of local government and community issues having been a local Councilor for nearly 30 years. He is also a member of Shropshire & Wrekin Fire Authority and Wem Town Council, a Board Member of Shropshire Housing Group and as a Governor of St Peter’s Primary School in Wem is Chair of its Finance Committee. He is active in the local community and is a Director of Shropshire Fire Risk Management Services Ltd, a Trustee of Wem Millennium Green, The Bucks Head Trust and Wem Sports & Social Association, Vice President of Wem Jubilee Band and Wem Cricket Club and is the Lay Chair of St Peter and St Paul’s PCC. In his working life, Chris worked as a Revenues Manager with Powys County Council.
Ian Jameison
Ian works with the Bleazard and Galletta Architectural practice in Wem. He is a founder director of Wem Swimming and Lifestyle Centre and has from the start given us architectural advice. He drew up and costed the original scheme for the Centre and has since then detailed and costed the Gymnasium building changing rooms and viewing area. He advises on details of the condition of the building, refurbishments and repairs. Ian is a keen cyclist and swimmer
Mike Price – (Chair 2015)
Youth Project Officer at Fordhall Farm, Market Drayton, of which 8,000 landowners are shareholders
Caz Naylor: A long term ‘Friend’ of the Pool and keen swimmer
Phil Moyse
A local community activist and is on the committees of several local community groups
Edward Towers
- - - Edward is a founding Director of Wem Swimming & Lifestyle Centre Ltd and is the Wem Town Council’s representative on the Board. He is a Town Councilor for the East Ward of Wem and is the town’s Deputy Mayor for 2016-17. He has served on most of the Town Council’s Committee’s since being elected in May 2003 and is their representative on the Shropshire Council’s Local Joint Committee for this area that brings him into regular contact with 10 other Parish Council Representatives that surround Wem. He was brought up in Prees and attended Wem for his secondary education before going to University and then returning to teach in a range of posts with increasing levels of management responsibility across the county. He is now back in North Shropshire and teaching at Thomas Adams as 2016/17 school year commences and where his youngest son attends. He has a wide range of interests and with his family is active in the local community through both it’s churches and their involvement in several clubs such as; Wem Tennis Club, Coton Hall Cricket Club and the Stagedoor Youth Theatre.
Appendix 1. Gym Extension Plan and Budget g w h i a i g n i h n d
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Wem Swimming Pool
Gym Extension Budget
1 Preliminaries £8,650.00
2 Site preparation excavate to remove vegetable top soil av. 300mm dispose of excavated material from site £1,380.00
3 Foundations excavate strip foundation 1m deep x 600mm wide £880.00
27x.6x.2 4 Concrete foundations 600 x 200mm £455.00
5 Working adjacent to existing trees prov sum £1,000.00
27 x 1m 6 External wall below ground £2,106.00
7 Ground floor construction 150mm C30 slab two layers A193; dpm; 75mm insulation; blinding; hardcore £7,200.00
8 Drainage; excavate for drainage; lay 100mm dia pipe; bed and surround pea gravel; backfill; reinstate £800.00
27 x 3.0 9 External walls; cavity walls; brickwork and fairfaced paint grade blockwork; insulation £10,044.00
10 Steel frame; provide and erect 6 x 4.3m @ 46kg fabricated steel rafters £2,340.00 5 x 3.8m @ 30kg Fabricated steel stanchions £1,170.00 27m @ 20kg Fabricated steel eaves beam £975.00
11 Connections to existing steelwork £720.00
12 Cold rolled Steel cladding rails and purlins @ 1.5mm centres £4,800.00
13 Roof cladding composite panel £12,320.00
14 Vertical cladding to match existing £2,205.00
15 Trims, soffitts, flashings etc £2,700.00
16 Rainwater gutters £1,755.00
17 Downpipes £480.00
18 Windows ; aluminium framed double glazed £7,200.00
19 Fire escape door £850.00
20 Draw down existing window openings £1,200.00 Glazed aluminium screens £6,750.00
21 Form new door opening £950.00
22 Floor finish carpet tiles £3,500.00
23 Suspended ceiling £3,500.00
24 Electrical installation; emergency lighting; detection £6,240.00
25 Mechanical; extend existing vent system £7,680.00
26 Decoration £960.00
26 Dry side changing £4,500.00
27 Unisex disabled toilet £2,750.00
28 External works allowance £1,000.00
£109,060.00
Appendix 2 Membership and likely growth
Current membership prices are as follows: Full membership monthly - £18 – annual - £180 Swim only monthly - £15 – annual - £150 Gym only monthly - £12 – annual - £120 Junior monthly £12 – annual - £120 With a new gym, there would be no change to membership prices in relation to swim only and junior. There would be an increase of £3 to full membership and gym only. There would also be an increase of £30 to each annual membership. There would also be an increase to the monthly memberships by £3 – full - £23 and gym only - £17 Out of our 312 members, 246 are full. 14 gym only. 52 swim/junior.
(If you follow the calculations that Teme Leisure use, 10 members per station, then you are looking at 27 stations x 10 = 270 members.)
Assuming that our 100 extra people are attracted by the gym alone. At present only 5% are gym only (this may go up of course) but it would give 95 at £210 and 5 at £120, which gives £20,550 extra income. This would be scaled back if a higher proportion opts for gym only.
Appendix 3 Cash Flow = over 10 years.
The Wem Pool generally as had a very good first year of operation.
The predicted cash flow for the first years of operation of the new Gym are shown below. To put this into context there is also the cash flow for the whole complex for the first 18 months of operation as well as the Annual Directors Report for 2015. There are links to both of these below.
The Cash Flow
Wem Swimming and Lifestyle Centre
Construction and Running a New Gym and Viewing Area
Year 1 Build period Year 1 Year 2 Year 3 Year 4 Year 5 £ Income
Membership - Gym Only 0.00 325.00 500.00 750.00 750.00 750.00 Membership Full - attracted by gym 0.00 10,000.00 15,000.00 19,950.00 24,937.00 24,937.00 Membership attracted by gym / swim 0.00 1,000.00 1,500.00 2,100.00 2,100.00 2,100.00 Extra swimming lessons 0.00 3,500.00 5,000.00 6,800.00 6,800.00 6,800.00 Vending / Café 700.00 1,000.00 1,400.00 1,400.00 1,400.00 Other
Total 0.00 15,525.00 23,000.00 31,000.00 35,987.00 35,987.00
Expenditure
Wages for running the gym and other 0.00 0.00 0.00 11,700.00 11,700.00 11,700.00
Overhead costs
Premises 0.00 2,000.00 2,000.00 2,000.00 2,000.00 2,000.00 Consumables 0.00 1,000.00 1,000.00 1,000.00 1,000.00 1,000.00 Support 0.00 700.00 700.00 700.00 700.00 700.00 Depreciation 0.00 1,500.00 1,500.00 1,500.00 1,500.00 1,500.00
Loan repayments 750.00 9,324.00 9,324.00 9,324.00 9,324.00 9,324.00
Total Expenditure 750.00 14,524.00 14,524.00 26,224.00 26,224.00 26,224.00
Surplus / Deficit -750.00 1,001.00 8,476.00 4,776.00 9,763.00 9,763.00
Construction and fitting out
Building costs (see appendix 1) 100,000.00
Gym equipment 15,000.00
Total 115,000.00
Funded by
From reserves 35,000.00 Bank Loan 55,000.00 Donations 10,000.00 Community Shares 15,000.00 Donations
Total 115,000.00
Wem Swimming and Lifestyle Centre Cash Flows for 2015 and 20116 to half year
Directors Annual Report Year Ended Dec 2015
Appendix 4 – Sport England market segmentation.
The market segments used by Sport England can be seen by clicking on the link below. http://segments.sportengland.org/querySegments.aspx
Part 2 –
Wem Swimming and Lifestyle Centre Sports Development Plan
This Sports Development plan is based on the facility improvements which are being proposed at WSLC (namely a new larger gym, viewing area/function room and a more open and communal parade). The plan will also rely on people and other resources to help the project deliver sporting activity.
Pool - our pool is 20 metres in length by 7.5 metres in width. The depth is 1 metre in the shallow end and 2 metres in the deep end
.
5.6 The existing Gym
Our current gym incorporates a 9 station Cardio Vascular machines, with two weight benches and free weights. One sit up station.
5.7 The New Gym
These are the plans submitted for the new gym and its location in relation to the existing one. This will consist of a 16 x station cardio vascular machines, 2 x sit up areas, 2 x weight benches and free weights, 3 x resistance machines which complete a full body work out:
The location of the new gym will be on the existing grassed area to the south and east of the site.
5.8 Exercise Studio
As part of our development plan we intend to build an exercise studio to the north end of the existing building. This is not part of the current plan for the gym. However there are local facilities- Wem Sports and Social Club and the Scout Hall which are both adjacent to the Pool complex. We intend in the meantime to build up exercise classes using these facilities which can be hired to us.
5.9 The proposed equipment
Three resistance machines that we are looking to incorporate into to the new gym will provide a full body resistance workout:
5.10 Sporting Objectives
To explain our sporting objectives, the facility can be split into five areas:
• The Customers • Pool • Gym • Studio • Viewing area • Objectives that use more than one area.
Each objective will follow the SMART principles, that being Specific, Measurable, Achievable, Relevant and to a Timescale.
5.11 The Customers – who are we targeting?
With reference to the Market research – see 2.1 of the First Part of the report. We currently cater for all age groups, from babies to the elderly in relation to the pool. This is clearly evidenced via are various swimming sessions and swimming lessons for adults and children.
Where we score poorly is the gym. At present our main users of the gym are people in their later years, 40 - 70. We intend to develop health programmes for this group which may include outreach work.
With the new gym and better equipment, we will be able to target and accommodate the younger generation, 20 – 30. We are aware that there is a latent demand from younger women that needs to be developed.
We will also be able to hold sessions for customers who are younger, 8 – 16 years.
5.12 The Pool
We have the following sessions on our timetable. They are all popular and cater for all ages of the public:
Casual Swim – This is a session where any member of the public can attend and swim. There is no restriction within the use of the pool.
Lane Swim – This is a session where four lanes are put in the pool via ropes and the lanes cater for various swimming abilities.
Tots Swim – This caters for parents to bring their children along who are under school age. Admission rules are relaxed and the ratio is two children to one parent. The pool is restricted via rope to the shallow end only. This caters for young children and babies to experience the pool in preparation for swimming lesson.
Senior Swim – This is for public who are of the age 50+ to have a session in the pool. There is no restriction within the use of the pool.
Fun Sessions – These sessions are run at the weekend and during school holidays. They cater for all pool users of whatever age to enjoy the pool with floats, woggles, surf boards and other pool toys available. There are no restrictions to the use of the pool but a rope is put in to separate the deep end from the shallow end.
Pirate Ship Inflatable Sessions – These sessions are run once a week during the holidays and allows the public of all ages to enjoy the experience of an inflatable in the pool. The only restriction here is that all users need to be able to swim.
5.13 Amateur Swimming Association Swim Fit
The Centre Manager is a Swim fit Instructor and we have the swim fit boards on poolside for use by the pool users.
At the moment, pool users use the swim fit cards. We intend to incorporate a swim fit instructor led session. We intend to do this by advertising and personal contacts, investigate best time and set lanes aside for the coached session.
The session will be planned around availability on the timetable and the availability of the instructor and can be measured in relation to numbers attending, extra revenue raised.
We hope to have this in place by September 2016.
5.14 Rookie lifesaving
This has been up and running for two years.
It already has a slot in the timetable and we follow the RLSS syllabus but we are going to incorporate some of the STA syllabus into sessions.
The session is very popular and the average number attending is 10.
This session can be measured via numbers attending, revenue raised and the number of rookies that go on to be lifeguards.
5.15 Aquafit
This is already operating, but we need to extend the range of customers including children.
Karen is the instructor and we are looking at getting another member of staff trained.
This session is very popular and runs on a Tuesday and Wednesday with around 13 people attending each session.
The sessions can be measured through revenue, numbers attending and development onto gym swim and swim gym.
5.16 GP Referral
This is a scheme whereby customers with medical conditions, or after treatment, want to attend a fitness facility and keep themselves active and fit.
The complication is their medical conditions which may restrict their ability to conduct certain exercises.
They attend their GP, who then outlines to the patient and the facility what their limitations are within a gym or swimming pool.
An instructor then works out a suitable programme for that client. Karen is trained as a GP referral instructor.
There is a keen interest in this and it will be a case of setting this up, put a slot within the timetable to accommodate it.
Once again, we can measure this by revenue and memberships.
5.17 Coached Swimming Sessions
To develop, coached sessions, develop from swim fit
We will need to look at employing or training a coach.
Develop session plans for mixed group.
It will need a slot in the timetable and can be measured by attendance, revenue and competition results.
The sessions can have various themes.
One week could be endurance. The next stroke improvement etc.
We hope to have coached swimming in place by September 2016.
5.18 Swimming lessons
We currently have swimming lessons for children running every day of the week apart from Sunday.
Our class numbers are low with a teacher and assistant in the water with the lower stages.
We have on average 250 children in lessons whose age range from 3 – 15.
The parents have no viewing area which will be solved when the new gym is built and the viewing area is made, where the old gym is now.
This will then attract parents to bring their children to swimming lesson and I expect a gradual increase of up to 50 more children in lessons per week.
We will see an increase in revenue from swimming lessons. An increase in vending and drinks sold.
We hope to have this in place by September 2016.
5.19 Swim Gym
This is a bolt on session from swim fit. It is basically a gym work out in the pool using swim gym cards and special gym equipment for the pool.
The session is instructor led, the Centre Manager, and is already used during lifeguard training.
This session can be incorporated into and masters, aqua fit, swim fit or gym swim session.
We are hoping to have this in place by September 2106 and can be measured by numbers attending these sessions where swim gym is incorporated.
The Gym
5.20 Gym Users
We currently have around 70 people a week using the gym. The gym at present has a maximum number of 9 people allowed to use it at the moment. This will in time double when the new gym is built.
There will be no increase in staff initially but on site will be a trained gym instructor who can advise users when required with planned inductions.
This objective can be measured by increased use of the gym, increased revenue and an increase of members.
We hope to have the gym up and running by September 2016.
5.21 Personal Training
This is already in place with one trained member of staff.
PT is limited at the moment due to size if gym. We expect an increase when the new gym is built and if that increase occurs then we will need to train up another PT.
PT can then be offered, catering for all gym users and their different targets and goals. This will include the offer of PT to children.
We hope to have this in place by September 2016 and will be measured by increases in members, revenue and usage.
5.22 Circuit Training
This will be a controlled instructor led session using the gym. It will be a group session of up to ten people.
The session will be a full body workout using the gym equipment and will run for 45 minutes.
The session will be timed when the gym has low usage and when customers want it.
All ages and abilities can be catered for.
This can only be done when the new gym is in place.
The timescale for this is September 2016 and can be measured by increases in revenue and memberships.
5.23 Studio
We do not have this in place at present but below is a picture of where it will go eventually. Meanwhile, sessions can take place in this area. We have investigated putting up putting a temporary structure in this area or hiring the scout/guides hall or the sports and social club hall.
Circuit training, Zumba, Boxercise, Pilates, Yoga, Ti Chi.
This objective will need to advertised and marketed.
There are other sessions already in place in the local area and are very popular.
We have an instructor than is willing to come and do this for us.
Research is required in relation to temporary structures, outside exercise or the hire and cost of facilities.
The studio will also be available for hire to outside agencies and available for party hire. It will also be used for personal training.
The timescale for this is September 2016 and will be measured by numbers and revenue.
5.24 Viewing Area
This is currently the gym and will be reinstated when the new gym is built.
We as a facility score low in relation to after session provisions, that being a meeting, waiting or café area and this viewing area will solve that.
There will be an increase in children attending swimming lesson as parents want to see their children being taught to swim and a present they cannot. We lose customers and revenue due to that.
There will also be an increase in revenue in relation to the selling of drinks and vending and we intend to push those sales to parents whilst they are watching their children in swimming lessons.
Our senior swimmers have made it quite clear that after their session, it would be nice to have somewhere to sit down and have a coffee, cake and a chat. This then ticks the box for providing a social environment.
We hire out our facility for party fun sessions and party inflatable sessions. These are normally birthdays and at present we have nowhere for them to have their party after swimming. This viewing area or studio will be available for hire.
The timescale for this is September 2016 and can be measured by increases in members, children in lessons and revenue.
All Facilities
5.25 Triathlon Development
This is a huge sport developing very fast and very popular. It also caters for all ages.
We are looking at Kids Tri, Beginners Tri, Wem Tri, Virtual Tri and Duathlon.
We already have Gary Simpson and Tom Garbett who compete in this discipline with Gary a Triathlete instructor.
A pool session needs to be looked in relation to the timetable and we hope to have some form of triathlon event ready for the summer holidays.
The picture below is Gary Simpson, representing Great Britain with our logo embossed on his outfit. Gary is one of our Duty Managers and Lifeguards. A great Ambassador.
5.26 Gym/Swim
This was trialled by the Centre Manager and proved very popular.
It consists of an instructor led workout in the gym for 30 minutes. This can be tailored to what the client wants but normally a full body workout.
Then there is a 30-minute pool session. Again this can be tailored to what the client wants, fitness, endurance, stroke improvement, lifesaving skills.
The swim session can either be entered on to the timetable as a specific session or part of a casual or lane swim.
The current gym/swim program is restricted in numbers due to the size of the pool and can be increased when the new gym is up and running.
No additional costs are needed
The timescale for this is September 2016 and can be measured by number and revenue.
5.27 Lifesaving courses
Already in place with Niall and we currently run around three courses a year.
Niall manages to run these courses within his contracted hours.
The current training room is small. A new studio and the viewing area would make the courses more comfortable and attractive
These courses also provide potential lifeguards to be employed at the facility and provides this community with employment qualifications.
The timescale for this is September 2016 and can be measured by revenue and numbers on the course.
5.28 Swimming Teacher Courses
The Centre Manager is a qualified swimming teacher tutor and we have already mentioned children in swimming lessons being a big part of this facility.
Swimming teachers are needed to maintain swimming lessons. We currently employ 6 swimming teachers and 4 teaching assistants.
These courses will be run at our facility and will not only increase our revenue, they will provide a source of recruiting swimming teachers.
The intention is to hold two courses a year. This also provides this community with employment qualifications.
The current training room is small but with a new studio and viewing area, it will make the courses more comfortable and attractive to candidates.
The timescale for this is September 2016 and can be measured by increase in revenue and numbers on the course
5.29 WSLC Boot Camp
This is another popular event which is developing.
We intend to advertising and market this event with staff running the event.
Wem has a lot of surrounding countryside and parks which can be used in relation to this event. The studio and gym can also be incorporated.
The timescale for this is September 2016 and can be measured by numbers and an increase in revenue.
5.30 Running, walking, cycling group
Organize a Community Fun Day – Community Games. Develop into regular groups.
Attract Wheelers, Park walks, other existing groups. Provide after events, cream teas. Need volunteers.
Can access grant from Energize CSP if funding is required.
The timescale for this is September 2016 and be measured via numbers and volunteers.
Appendix 1 – Table of Intent
Specific Measurable Achievable Relevant Timescale Mark
Target Groups
8 – 16 age Younger Numbers Initiate Educational / 2017 children skill devel. 20 – 30 age Active sport Numbers Needs gym Fitness 2017 Younger ASA This Numbers Initiate Fitness Sept 2016 women Girl Can lifestyle 50 + health In and Numbers Initiate Health / Sept 2016 programme outreach benefits lifestyle
The Pool
Casual swim Free and Insert Running Fun Current easy numbers/ swim Lane swim Fitness Numbers / Running Health / Current session lifestyle Tots swim Learning Numbers Running Education Current Senior swim Lifestyle / Numbers Running Lifestyle Current social Fun sessions Fun Numbers Running Skill development Pirate Fun Numbers Running Skill
Swim Fit Boards Numbers Running Fitness Current using Instructor Numbers Build group Fitness Sept. 2016 led session Rookie RLSS / STA 10/ session Running Lifeguard Current Lifesaving training Aquafit Instructor 13/ session Running Fitness Current led Aquafit Extend Predicted Build Fitness Sept 2016 development range numbers market customers GP Referral Link to Numbers GP links - Community Unknown health ccg funding health Coached swim Develop Masters, Timetable / Fitness Unknown from fitness, tri coach development Swimfit Swimming Education / 250 to 300 Running Schools Current – lessons learning new gym Swim Gym Fitness Numbers Develop Fitness Sept 2016
The Gym
Users New Gym 70 - 170 Plan, Project devel- January funding opment 2017 Personal Fitness Takeup Gym Personal Sept 2016 training numbers training fitness Circuit Training Training, Numbers New gym Fitness Jan 2017 fitness Spinning Cycling Numbers Studio Training May 2017
The Studio
Circuit training As above Zumba As prog- Takeup, Studio and Entry level SSC hall ramme numbers trainers fitness Boxercise As above Pilates Yoga Ti Chi
All Facitities
Triathlon Existing Experim- At entry Education, August demand ent level fitness 2018 Gym / Swim Trialled Takeup Have coach Personal Sept 2016 fitness Lifesaving Current 3 courses Have coach Lifesavers Current courses Swimming Swimming 2 courses CM Swim teachers Sept 2016 teacher teachers qualified courses WCLC Attract Numbers Organise Attract young- Sept 2016 Bootcamp customers er group Running group Attract Social Café Sport centre April 2017 existing Walking group As above Cycling group As above