We’re excited to be working with Parkwood Leisure — the £100 million turnover, 4,500-employee leisure group — to create fresh brand messages and a new marketing strategy for the company.

Parkwood Leisure builds and runs community facilities for local authorities – from leisure centres to theatres, visitor attractions and more. It manages 80 facilities for 25 councils UK-wide, including Banbury’s Spiceball Sports Centre (above) and Bristol’s Hengrove Park Leisure Centre (below).

The company is renowned amongst its clients for extremely high levels of trustworthiness and reliability.

Our task is to enable the group to take a much more proactive approach to showcasing its successes and raising its long-term profile in the marketplace.

Beginning with our Kick Start method, we’re working closely with Parkwood’s Managing Director, Peter Fitzboydon, and its marketing and business development teams to:

  • review the group’s target audiences, competitors and current positioning
  • develop engaging new brand messages, centred around its reputation for transparency and dependability and its mission to help councils develop healthier, happier communities, and
  • create a focused marketing programme to deliver the new messages with confidence and vigour

We’ve already held a lively workshop session to start to get to grips with these issues (see photo below).

Peter Fitzboydon, Parkwood’s Managing Director, said:

“Parkwood Leisure is one of the UK’s most successful leisure groups, and has deliberately kept a relatively low profile to-date — but we’ve decided it’s time for that to change. We want to be much more proactive and systematic in communicating our strengths and successes, particularly with local authorities looking for the best partner to run their community facilities.

“We’re working with TK Associates as they have considerable experience in both the local government and private sectors, and are known for taking a focused, strategic approach. We’ve already found them to be knowledgeable and thought-provoking and we’re looking forward to working with them to achieve a clear change in our approach and brand profile.”

You can see more about Parkwood Leisure on its website.

Left to right, Parkwood Leisure’s Laura Fish, Lucie Orbinson & Chris True in our first workshop session