17 Apr 2024
Everyone Active launches Everyone Golf – plans to link health and fitness and sport portfolios
BY Kath Hudson
Everyone Active has launched a golfing brand, Everyone Golf, after new contract wins made it the UK’s second-largest golf operator in the UK, with ten courses.
Unveiled this week, the new brand includes a refreshed look and feel across the sites, a website for booking, which has live updates and fly-through footage for each course, as well as a series of promotional activities to broaden the range of golf players.
As golf enjoys an upsurge in popularity – across the UK, more than 5.2 million people now play, up from 2.3 million before the pandemic – Ben Beevers, Everyone Active’s group development director, says the company is looking forward to engaging new audiences.
“We're thrilled to launch Everyone Golf on the back of a major growth period for our golf portfolio,” he says. “Golf is a valuable part of our product offering and we’re proud to deliver a new brand that showcases our exceptional golf facilities.
“We look forward to an exciting summer ahead for our Everyone Golf facilities, as we continue to support our current members with exciting developments such as Trackman Range golf simulator technology and also open the door to a new audience for this fantastic sport.”
Everyone Golf will be hosting a series of open days to introduce current members to the brand and engage new audiences, and will be collaborating with golf influencers to drive awareness. A member benefit will allow golf members to trial their local leisure centre and gym facilities.
The leisure operator aims to make golf accessible with affordable courses and flexible memberships. It's also seeking to engage wider audiences with junior golf memberships, targeted marketing to all demographics – including women and juniors.
Also on offer will be golf tech, such as the Trackman Range – which offers an interactive experience – and is available at the company's Stevenage and Downshire facilities.
On average, 30,000 rounds are played monthly across Everyone Golf sites. The company has been managing golf courses for almost 20 years, since taking over Enderby Leisure and Golf Centre in 2006.
The ten golf courses in the Everyone Golf portfolio are: Batchwood Golf and Sports Centre, Brent Valley Golf Course and Fitness Centre, Downshire Golf Complex, Enderby Leisure and Golf Centre, Lullingstone Park Golf Course, Middlesbrough Municipal Golf Centre, Perivale Park Golf Course, Rickmansworth Golf Course, Stevenage Golf and Conference Centre and Vivary Golf and Adventure Centre. Some of them have leisure centres on site and all have Everyone Active leisure centres in the neighbourhood.
Everyone Active is enjoying a busy year, scooping the contract to run five leisure centres for North Herts District Council, as well as the contract for the prestigious London Aquatics Centre.
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