Purpose

A review of the leisure service
pricing structure has been carried out resulting in a proposal to
uplift prices by an average 4%, this is necessary in order to
continue to offset the increased costs incurred in providing the
service in NNDR, supplier costs, staffing and Utilities.

Decision

Decision(s):
That
 

(1) swimming lesson prices be increased by 8%, this
would maintain Sefton’s charges in the bottom quartile for
swimming lessons fees in the region;

(2) Due to the highly competitive nature of the gym
market, the top price of gym memberships be kept at the same level,
but the discounted corporate rate be increased by
£1;

(3) the cost of GP referral session prices be
maintained at 2023 levels, along with a number of social focussed
initiatives, such as Jakes Sensorty World etc; and

(4) Splashworld prices be maintained at current 2024
levels

 
Reason(s) for the
Decision(s):
 
It is proposed to increase
swimming lesson prices by 8%, £2 per month (50p per
lesson).  There is very strong demand
for the service however the price is below that of other providers
in the area. Even with the proposed uplift this price will remain
amongst the lowest in the area.
 
It is proposed to uplift the
cost of gym membership by £1 for the discounted £27
membership price band only with all other memberships staying at
the same rate due to the highly competitive nature of the fitness
market and the risk that an overall price increase for the service
is likely to see a significant reduction in demand and will become
uncompetitive within the local market.
It is proposed to maintain GP
referral session prices at 2023 levels to support
uptake.
 
Splashworld in Southport has
seen a significant downturn in usage in 2024 in the wake of the
Southport incident, it is therefore proposed to keep the prices at
the current level in order to increase usage.  In addition, upon reviewing the market other
similar providers do not offer the same level of family discounts
as we do (Blackpool Sandcastle) and it
is therefore proposed to align our pricing policy with this
principal.  An additional factor is that
the incoming Leisure Management system (Gladstone) prices
individually and is currently unable to offer a family group
discount.
 
It is also proposed to refresh
the current choices membership, which offers discounts across a
range of activities for those on certain benefits, however a new
choices membership for all Sefton residents is proposed with a
discounted option for a number of activities, excluding the gym,
but to include Splashworld in order to grow usage and offer a
benefit for Sefton residents.
 
Alternative Options
Considered and Rejected
 
Maintaining the current pricing
structure will negatively impact on the ability of the service to
cover costs of provision