Southend-on-Sea City Council’s new leisure provider has hit the ground running, making huge progress after only four-weeks into its three-year contract.
The new contract, awarded to Freedom Leisure from Tuesday 1 July 2025, covers the operation of three leisure centres – Belfairs Swim Centre, Shoeburyness Leisure Centre, and Southend Leisure & Tennis Centre.
Immediate improvement works have been taking place across all three facilities, with the Council carrying out some critical improvements ahead of the new contract commencing. Much of Freedom Leisure’s work so far has been behind the scenes, but there have also been a number of more visible upgrades and enhancements during the last month.
Works completed so far by the Council and Freedom Leisure, include:
- Southend Leisure & Tennis Centre: new LED lighting, fresh décor and signage, and essential repairs to air handling units, boilers, fitness studio and gym equipment.
- Shoeburyness Leisure Centre: new sports hall flooring, solar panel installation, fresh paintwork and deep cleaning.
- Belfairs Swim Centre: tiling upgrades, teaching pool enhancements and comprehensive cleaning ahead of reopening soon.
Freedom Leisure has been prioritising the deep cleaning of each centre, as well as the training of staff on the new and high standard of cleanliness that is expected.
An improved café and refreshment offer at Southend Leisure and Tennis Centre is also due to open mid-August, boosting the visitor experience,
A full programme of other repairs and maintenance works are also taking place to improve showers, changing room facilities and toilets, as well as removing old and faulty kit, including gym equipment, to make space for some new interim equipment in the gyms and studios.
Councillor Matt Dent, Cabinet Member for business, culture, music and tourism, says: “We have witnessed a very successful start due to the very efficient management of Southend’s leisure centres under the new contract with Freedom Leisure.
We know we still have a way to go until each facility is up to the high standard we would expect for our customers, but after just four weeks our leisure provider has already made a noticeable and positive change, particularly in tackling the inherited backlog of maintenance and repairs at the sites.”
As part of ongoing upgrades, the health suite at Southend Leisure & Tennis Centre will be closed for a full review and future redevelopment.
Cllr Dent added: “This closure allows us to plan the significant investment needed to bring this area up to standard. Customers deserve better facilities, and this is the first step in delivering that.”
Ivan Horsfall-Turner, Freedom Leisure CEO, says: “We are absolutely delighted to have hit the ground running in Southend and to already be making a measurable difference to our visitor’s health and wellbeing experience. We have enjoyed meeting so many customers, during our meet and greet sessions – we want to thank everyone who has taken the time to share their views on how we can evolve and improve Southend’s leisure offer and meet community needs.
“The last four-weeks have not been without their challenges, and we know we still have some hurdles to overcome, like the closure of the health suite, but we want the public to recognise that, in order to offer the very best facility and service, we will have to make some decisions along the way which may cause disruption. Ongoing updates on improvement works and any interruption to services will continue to be shared via our website, email alerts, and social media channels. As always, we want to hear from our customers and to work with them, it is right that any leisure provider be held accountable for its service, so we encourage you to speak with us.”