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30
Nov
Leisure services rebrand: What will change across the Harrogate district?
North Yorkshire Council’s leisure services will rebrand across the Harrogate district tomorrow – but what will actually change?
The council last year announced it was set to bring all five of its own leisure operators, including Brimhams Active, back in-house by 2027.
As part of the move, it launched its new Active North Yorkshire brand and all Harrogate district facilities will soon fall under this umbrella.
The council previously announced staff will have new uniforms, new signage will be put up and a new app will be in place.
The Stray Ferret asked the council what other changes people can expect from the rebrand.
We asked if prospective members can still sign up ahead of the move after being alerted to prospective customers being told they could only sign up for day passes. A council spokesperson said:
It is still possible for new members to join any Brimhams Active site ahead of the move to the Active North Yorkshire name. Staff on site can help process applications for anyone who is wishing to join.
Brimhams Active road signs have been replaced with Active North Yorkshire's branding. The council told the Stray Ferret this switch will be the main change at the sites, adding:
The main change will be that the Brimhams Active name will be switched to Active North Yorkshire. The main signage on the building will not change. However, any new signage, for example at the entrance to the car park, will include the Active North Yorkshire name, and will look like the below (pictured).
How the rebranded signs will look.
While the sites will come under the Active North Yorkshire brand, some of the site names will also change slightly (pictured below).
Leisure centre vending machines
In July, it was revealed North Yorkshire Council received £104,000 over the last three years from vending machines at the local leisure centres, which sell fizzy drinks, crisps and chocolate bars.
£25,867 of that was generated at Harrogate district sites.
An average 30-minute swim at the council-owned swimming pools would burn around 200 calories. But if this was topped off with a bottle of Coca-Cola – which has around 240 calories – the health benefits would be negated.
The Stray Ferret asked the council if the vending machines will replace the crisps, chocolate and fizzy drinks with healthier snacks after the rebrand.
The council spokesperson said:
On-site vending machines for the current Brimhams Active sites contain a range of healthy snacks and drinks – for instance, 80 per cent of drinks sold must not be sugary drinks while three-quarters of all sandwiches sold must contain 400kcal or less per serving. We also have on-site cafes at Knaresborough and Harrogate that provide a range of healthy meals.
We also asked how much money the council made from Harrogate district vending machines over the last financial year.
It made £10,736.
The Stray Ferret asked the council what other changes people can expect. The spokesperson added:
Customers will experience the same great service and have access to the same provisions as when the centres were operated by Brimhams Active. There will also be an even greater focus on promoting active lifestyles and our customers’ health and wellbeing at each of our sites through the move to Active North Yorkshire.
A lot of change in the last year
The rebrand comes just a year after a pivotal period for the council’s leisure services, as Harrogate, Knaresborough and Ripon were all part of a multi-million project to spruce up the sites.
Harrogate Leisure and Wellness Centre – which underwent a £13.5 million makeover – opened in September 2023. The council unveiled a huge overhaul of existing spin, leisure and swimming facilities, as well as a 400-square metre gym, a new sauna and steam room and improved reception and café areas.
Knaresborough Leisure and Wellness Centre, which cost the taxpayer £17.5 million, closed for around 20 months during the revamp.
It offers similar facilities to Harrogate including a six-lane 24-metre pool, a leisure pool and slide and a 60-station fitness suite.
The Ripon site is a different story and – now five years since work began – is still undergoing remedial works. It is expected to open in June 2025 but has racked up a £20 million bill.
The council previously said additional activities and services will be introduced as part of the change.
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