When planning community facilities, it is tempting to start with the building. But the first question should be who is it for?
Every community is different and understanding local needs, demographics and existing provision helps councils make informed investment decisions and develop facilities that deliver value.
From data to design
Insight combines demographic information, health indicators, deprivation levels and physical activity data to understand local needs. At Alliance, we analyse existing provision to identify gaps, assess competition and determine where investment could have the greatest impact.
This evidence informs design, for example, an ageing population may indicate demand for rehabilitation and active ageing, while a younger, family-focused catchment could benefit from junior activities and family provision. Flexible spaces can accommodate different audiences and adapt as needs change.
We use insight to also challenge assumptions. A lack of competing provision might suggest an untapped market but does not automatically mean demand exists. Our research into one proposed family entertainment centre revealed a catchment with relatively few families and a higher proportion of older residents, questioning whether the proposal would meet local needs.
Measuring wider value
Financial sustainability is essential, but public leisure also supports healthier, more active and connected communities.
At Station Leisure and Learning Centre in East Lindsey, we used community-led planning informed by insight to help increase community reach from 5% to 35% of local residents following its 2024 opening.
Facilities can also connect people with wider services. Our Clay Cross Active project includes an on-site GP surgery seeing 450-500 patients monthly, alongside a Citizens Advice Bureau that has had a 25% increase in face-to-face appointments. Understanding local needs can identify opportunities for co-location, improving accessibility and making better use of public assets.
Planning for the future
Insight must look beyond today's population. Housing growth, demographic shifts and changing health needs influence future demand. Understanding these trends helps ensure facilities remain relevant, adaptable and financially sustainable.
As operators improve participation data collection, there is potential to better understand how facilities are used and who benefits. Over time, this could strengthen understanding of the relationship between participation, health outcomes and inequalities. Ultimately, combining local evidence with development expertise helps councils move beyond assumptions towards investment that reflects genuine need.
The most sustainable facilities are designed for the people and places they serve.
Natalie Gibson is Head of Insight at Alliance Leisure
