Ferndale Leisure Centre is a multi-facility leisure centre based on the outskirts of a large town on the
south coast of England. It is in close proximity to a number of large employers, and a middle-class
residential estate.
Whilst it has always had an important role in delivering health and fitness provision to the local community
it has recently encountered a number of financial problems due to the fact that it has failed to maintain
competitive advantage in a dynamic local health and fitness market. An independent audit of the leisure
centre suggested the following reasons for the financial issues:
1) Member’s levels of exercise adherence were low- on average members are using facilities 0.8 times
per week.
2) Subsequently there is a high turn over (low retention) of members and increasing marketing costs to
attract new members.
3) Feedback suggests that members with children are experiencing a number of leisure constraints
preventing them from attending the centre and engaging with services.
4) Feedback suggests that overall customer satisfaction levels are low.
5) Feedback also suggests inconsistencies in the assessment process for members, which is perceived by
members to be ‘unprofessional’.
6) Staff attrition is high based on the lack of a formal staffing structure, and poor communication between
departments.
Sample Solution
