Club of the Month July: Cirencester Leisure Centre – Freedom Leisure

By expanding its group exercise timetable from 55 to over 70 classes per week, the site has achieved a remarkable 28% increase in group training attendance over the past nine months. The team is also seeing an average of six new member sign-ups following each Les Mills quarterly launch event, with overall membership at an all-time high.

These results reflect the early success of a new three-year partnership between Les Mills and Freedom Leisure, which began in September 2024.

We spoke with Paula Watson, Healthy Communities Manager for Gloucester and Cotswolds, to hear more about the impact of a well-executed group training strategy.

Why you are partner of Les Mills and what brings you to the partnership?

Our partnership with Les Mills aligns perfectly with our shared mission to improve lives through leisure. We believe in promoting health and wellbeing at every age, and we're committed to making our centres welcoming, fun, and inspiring places for everyone.

In September 2024, Freedom Leisure and Les Mills launched a new three-year partnership aimed at elevating group training across all our centres. This collaboration has already delivered outstanding results — particularly at Freedom Leisure Cirencester Leisure Centre — by expanding access to training and increasing class participation.

Thanks to this partnership, our Cirencester team has been able to upskill existing instructors to deliver a wider range of Les Mills programmes. We’re also investing in the future by training a new generation of instructors, ensuring our studio offering remains fresh, relevant, and responsive to the needs of new members.

In November 2024, every Freedom Leisure centre benefited from a two-day Group Fitness Management training session led by Les Mills. This initiative has significantly enhanced our team’s ability to manage and evolve group training, resulting in more engaging class schedules that continue to attract an increasing number of members.

For our instructors, the ongoing professional development provided by Les Mills Instructor Training is key to their growth and confidence. Being part of a global fitness community gives our instructors and clubs access to world-class resources, mentorship, and inspiration, ensuring we continue to raise the bar and deliver exceptional member experiences.

“Our partnership with Les Mills has been transformational, not just for our programmes, but for our people and our community. It’s about more than just fitness; it’s about creating a place where everyone feels welcomed, supported, and inspired. Together, we’re building something special, where world-class training meets real human connection and where our members, instructors, and centres can truly thrive.”
— Peter Cheeseman, National Commercial Manager, Freedom Leisure

What are some recent highlights or successes you have had in club?

A recent milestone for Cirencester Leisure Centre was our first-ever official Les Mills quarterly launch event, headlined by National Les Mills Presenter Jared Zaphet during our Open Weekend.

The energy was electric; some members even described it as “the best day the club has ever had.”

Since then, our group exercise timetable has grown from 55 to over 70 classes per week, offering greater variety for all fitness levels, backgrounds, and interests. The results have been outstanding: group training attendance has increased by 28% over the past nine months, and each quarterly launch now averages six new member sign-ups.

We’re welcoming more members than ever before into our supportive fitness community, proof that when variety, quality, and energy come together, great things happen.

What makes your centre special?

What truly sets Cirencester Leisure Centre apart isn’t just our facilities or our class timetable, it’s our people.

Our team of dedicated, highly qualified instructors are the heart of our community.
Many have been with us for over 15 years, balancing their passion for fitness with full-time careers. Their commitment, experience, and personal connections with members create an environment that’s both welcoming and inspiring.

At Cirencester, we know our members by name, and they know us. That familiarity builds a unique sense of belonging, making our centre feel more like a community of like-minded people rather than "just a gym."

We’re especially proud of our remarkable group of octogenarians who attend BODYCOMBAT every week, showing that age is no barrier to strength, energy, or fun. Their spirit embodies everything we stand for: community, inclusivity, and a lifelong love of movement.

What can other clubs learn from you?

Put people first! Instructors and staff should know their members not just as clients, but as individuals. Building genuine relationships fosters a deep sense of community and belonging.

When you consistently invest in both your people and your spaces, the impact is clear. It’s not just about fitness, it’s about creating a place where people feel valued, connected, and inspired to return.