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Pure Leisure Group partners with Bowland Properties

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  Published in Travel and Leisure on Tuesday, September 16th 2025 at 10:32 GMT by The Scotsman
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Pure Leisure Group and Bowland Properties Join Forces to Revamp Scotland’s Community Leisure Landscape

In a move that underscores the growing trend of strategic partnerships between leisure operators and property developers, Pure Leisure Group (PLG) has announced a new collaboration with Bowland Properties. The two firms will jointly acquire, refurbish and manage a series of community‑based leisure centres across Scotland, with the first project slated for launch in the autumn of 2025. The partnership, revealed in an exclusive article on The Scotsman, represents a significant infusion of capital and expertise into the country’s local amenities sector, promising to deliver modern facilities that cater to a broad spectrum of users – from swimmers and gym‑goers to families and older adults.

What the Deal Entails

At its core, the arrangement is a joint‑venture model. Bowland Properties, a mid‑size investment arm that specialises in community‑centric development projects, will provide the bulk of the financing and the land or building assets. PLG, which currently operates 14 leisure centres across the Scottish Borders, Edinburgh, Aberdeen, and the Highlands, will bring its day‑to‑day operational know‑how, marketing muscle, and a proven track record of delivering high‑quality customer experiences.

The initial partnership will focus on the acquisition of the Glenrothery Leisure Centre – a 17‑year‑old facility in the West Lothian town of Linlithgow – which has been struggling with under‑utilisation and maintenance backlogs. The pair intend to invest an estimated £2.5 million to bring the venue up to contemporary standards: a fully‑fledged 25‑metre competitive pool, a multi‑sport gym area, a family‑friendly children’s splash zone, and a community hub for local events. Once complete, the centre will operate under the Pure Leisure Group brand, with Bowland retaining a minority equity stake.

According to the press release accompanying the announcement, the redevelopment will be phased over twelve months. The first phase will include the refurbishment of the swimming complex and the installation of new, energy‑efficient heating and ventilation systems. The second phase will see the construction of a new gym‑room, a multi‑purpose learning and community room, and the addition of a café that will double as a social hub for local residents.

Strategic Rationale for the Partnership

PLG’s Perspective

“We have been looking for a partner who can help us expand our footprint in underserved areas while delivering the high standards that our members have come to expect,” said PLG Chief Executive, John McDonald. “Bowland brings a deep understanding of community needs, a robust investment pipeline, and a willingness to share the risk. Together, we’re set to bring a modern leisure facility to a community that has long been missing a comprehensive health and fitness centre.”

PLG’s recent history supports this narrative. In the past year alone, the company acquired the Dundee Waterfront Leisure Centre and the Aberdeen Riverside Club, both of which have been re‑branded and revitalised under PLG’s management. Their strategy hinges on blending cutting‑edge facility upgrades with strong local engagement programmes – a model that Bowland is eager to replicate on a larger scale.

Bowland’s Perspective

Bowland Properties’ Managing Director, Fiona McKenzie, highlighted the mutual benefits: “Our mission is to invest in projects that create lasting social value. By partnering with PLG, we can ensure that these projects are run efficiently and sustainably, while also delivering a measurable return on investment for our stakeholders. We believe this partnership will set a new benchmark for community leisure investment.”

The partnership is also aligned with Bowland’s broader corporate social responsibility agenda. Their website states that the firm commits a minimum of 2 % of each project’s budget to community development initiatives, such as free or subsidised classes for local schools and outreach programmes for seniors.

Local Impact and Community Reception

The announcement has been met with widespread enthusiasm from local government officials and residents alike. Linlithgow Town Council Chair, Councillor Emily Ross, welcomed the project: “We are thrilled that a modern, well‑equipped leisure facility will be brought to Linlithgow. The investment will not only improve health and well‑being outcomes for our residents but also create jobs during the construction phase and in the long term.”

The Scottish Leisure Association (SLA) also praised the initiative, noting that it “addresses a key gap in the regional distribution of high‑quality leisure assets.” In a statement, the SLA’s Director of Community Partnerships, Andrew Fraser, underscored the partnership’s alignment with national policy goals that promote active lifestyles and social cohesion.

For residents, the new centre will bring a host of services previously unavailable locally, such as competitive swimming classes for adults, accredited fitness programmes, and a dedicated area for people with disabilities. The inclusion of a multi‑purpose community room is expected to support a range of local groups, from youth clubs to senior’s activity groups.

Financial Overview and Funding Structure

While exact financial figures are not yet publicly disclosed, the partnership’s funding model is expected to involve a combination of private equity, community bonds, and potential grant support from the Scottish Government’s Better Sports Facilities initiative. Bowland has indicated that it will raise a portion of the required capital through a community bond offering that will be marketed to local residents, thereby embedding a sense of ownership and pride in the project.

The joint venture will be structured as a 60:40 equity split, favouring PLG, which will assume the majority operational responsibilities. The remaining 40 % will be held by Bowland and any institutional investors that participate in the bond offering.

Future Expansion Plans

Both parties have expressed interest in scaling the model beyond the initial Glenrothery project. PLG’s long‑term strategy includes acquiring and upgrading at least five more leisure centres in the next five years, with a particular focus on rural towns and coastal communities where amenities are scarce. Bowland’s investment portfolio, meanwhile, already includes several under‑utilised properties across Scotland that could be repurposed for community use.

The partnership has already sparked interest from other developers and operators, who are eyeing the model as a template for community‑centric investment. “This collaboration demonstrates a viable pathway for private‑public synergy in the leisure sector,” noted Fiona McKenzie. “We hope that others will see the benefits and follow suit.”

Takeaway

The collaboration between Pure Leisure Group and Bowland Properties signals a promising shift towards collaborative, community‑focused investment in Scotland’s leisure infrastructure. By combining PLG’s operational excellence with Bowland’s investment acumen, the partnership promises to deliver modern, accessible facilities that cater to the health, fitness, and social needs of local residents. As the first project moves forward, it will set a benchmark for future initiatives across the country, ensuring that high‑quality leisure options become a staple of communities nationwide.