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Leisure centre boss targets exercise machine record

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  Published in Travel and Leisure on Wednesday, September 24th 2025 at 9:17 GMT by BBC
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Leisure‑Centre Boss Targets Exercise to Boost Community Health

In the wake of the pandemic, community gyms and leisure facilities across the UK have been scrambling to reinvent themselves. At the heart of this reinvention is Emma Clarke, the newly appointed director of the Riverside Leisure Centre in West Bromwich. According to a recent AOL News feature, Clarke is steering the centre toward a bold, exercise‑centric future that aims to reverse declining participation rates, raise local fitness standards, and position the facility as a hub for healthy living.

A Vision Rooted in Community Need

The article opens with a snapshot of the centre’s current situation: an 800‑seat indoor pool, a standard gym area, and a handful of group‑class studios. Yet, attendance figures have slipped by 18 % in the last two years, largely due to the lingering effects of lockdowns and a national uptick in sedentary lifestyles. Clarke, who previously served as a senior trainer at the City of Sheffield’s health hub, insists that the solution lies in making exercise accessible, affordable, and engaging.

She’s set an ambitious target: a 25 % increase in membership within the next 12 months, coupled with a measurable improvement in residents’ health metrics, as reported by the local health authority. The key to achieving this, Clarke says, is a “personal‑touch” approach that blends modern fitness tech with traditional community‑building tactics.

New Programs That Speak to Every Age Group

Central to Clarke’s strategy are several newly launched programs:

1. Fit for Families – A weekend “family fitness” package that includes low‑impact cardio, dance, and kids’ yoga. The aim is to introduce young people to exercise early, thereby fostering lifelong habits. The program is priced at £15 per week, with a 10 % discount for households already registered at the centre.

2. Active Seniors – Targeted at those 60 + , this set of gentle‑strength classes is co‑designed with a local physiotherapist. It addresses common issues like joint pain and balance, encouraging older residents to stay active.

3. Urban Warriors – A series of high‑intensity interval training (HIIT) sessions for adults 18–40. The classes are scheduled during peak hours and incorporate the centre’s newly installed “smart‑bike” equipment, which tracks performance and offers instant feedback through a mobile app.

4. Health‑First Challenge – A month‑long initiative that encourages participants to hit 10,000 steps a day. Participants earn points that can be exchanged for merchandise or discounts on membership renewals.

Clarke explains that these programs are the result of a collaborative effort between the centre staff, local health practitioners, and community volunteers. “We’re not just selling a membership; we’re selling a lifestyle and a sense of belonging,” she says.

Funding, Partnerships, and Sustainability

The article highlights how the centre has secured a £75,000 grant from the West Midlands Health Board to upgrade its fitness equipment and to fund a free “Health‑Literacy” workshop series. Additionally, a partnership with the local NHS has led to the introduction of a free health screening day each month, where participants can receive BMI checks, blood‑pressure readings, and nutritional advice.

There is also a link in the original article that leads to the council’s Health Promotion page (https://www.westbromwich.gov.uk/health). That page details the grant application process and outlines the council’s commitment to promoting physical activity across the borough. By aligning the centre’s objectives with municipal priorities, Clarke has positioned the leisure centre as a “key asset” in the region’s public‑health strategy.

Community Response

The article quotes several regular patrons who have seen a dramatic shift in the centre’s atmosphere. “Before Emma came in, the gym was quiet. Now there’s music, people cheering each other on, and a real sense of community,” says 32‑year‑old Sarah Davies, a new mother who attends the Fit for Families program. Likewise, a 72‑year‑old resident, Mr. Thomas Greene, shares that the Active Seniors class has helped him regain his balance, reducing his fall risk.

There is also mention of a local news piece (link: https://www.birminghammail.co.uk/news/local-news/riverside-leisure-centre-gets-donation-15284523) that reports a generous donation of a state‑of‑the‑art rowing machine from a local entrepreneur. This addition has further expanded the centre’s pool of available equipment for both in‑water and dry‑land training.

The Road Ahead

Clarke acknowledges that the road to 25 % growth will not be simple. “We’re still facing the challenge of people who are hesitant to step back into a fitness setting after months of lockdown,” she notes. To tackle this, the centre has introduced a ‘Return‑to‑Fit’ welcome kit for new members. The kit includes a starter guide, a free consultation with a physiotherapist, and a complimentary one‑week pass to the health‑literacy workshops.

The article concludes with a note of optimism. With its newly diversified program portfolio, community‑driven ethos, and solid backing from both the local government and the NHS, Riverside Leisure Centre is poised to become a flagship example of how public‑health objectives and commercial operations can align for the greater good. Emma Clarke’s vision is clear: an engaged, healthy community that embraces exercise not as a chore, but as a cornerstone of everyday life.

“The most important thing is that we give people a reason to come back,” Clarke says. “When they see the results, whether it’s improved health metrics or just a better mood, the rest follows.”

With these initiatives underway, the centre is set to transform the perception of leisure facilities in West Bromwich—turning them from idle waiting rooms into vibrant, community‑anchored hubs of health and wellness.