Leisure at Cheltenham, and the Prince of Wales stadium, managed by The Cheltenham Trust, provide comprehensive, accessible and affordable sport and leisure amenities, supporting the health and wellbeing of the community, both physical and mental.

The centre, and its team, provides a positive, nurturing environment for more than 500,000 visitors each year. Everyone is welcome, irrespective of age or ability, and everyone is encouraged to set their own goals to achieve their potential.

The centre has faced unique and unexpected challenges over the past year, beyond the control of head of leisure Shelley Stevens, including a national shortage of swimming coaches, an ongoing challenge of recruiting and retaining lifeguards, and the requirement of urgent structural repair work due to the discovery of RAAC (reinforced autoclaved aerated concrete), which closed the teaching pool, splash pad and changing village facilities for several months, significantly disrupting the popular swim activities schedule and income stream.

Shelley has maintained and led a resilient, pragmatic approach to the challenges, which has included establishing and introducing a recruitment academy to train and bring through swimming coaches to enable growth to meet demand for the popular swimming programme. In response to the inevitable disruption from the RAAC closures and to retain customer and member visits and loyalty in the face of strong competition from other leisure outlets, programmes and activities were rescheduled swiftly to maximise opportunities and maintain a calm business as usual approach during uncertainty.

A mobile temporary external changing village was installed in the car park to enable the centre to remain open, protecting income and maintaining customer and member visits and loyalty. Members and customers were kept updated throughout with focused communications, including a video explaining the temporary changing village facilities. Feedback was actively encouraged, and Shelley instigated changes to the temporary facilities in response to customer comments and suggestions.

The disruption, due to the repair work, has brought challenges but Shelley has continued to focus on growth and quality, increasing the number of members, the variety and strength of the programme, and customer experience.

Shelley has led the introduction of improvements, such as the new course hub, improving the experience for learn to swim customers and enabling parents, guardians, and participants to track progress.

A recent partnership with the MS Society delivers seated Pilates and exercise classes for those with multiple sclerosis; more family focused seasonal and holiday events including offering spaces under HAF (holiday activities and food programme) for eligible children will ensure they can participate.

Women’s focused workshops help broaden health and exercise routines with dedicated menopause workshops, while new events such as Comicon welcomes diverse audiences to the centre.

The Feed Cheltenham partnership with Cheltenham Borough Council enables food bank users the opportunity to enjoy 12 free sessions for swimming, gym, and classes, with 180 users currently benefiting.

The partnership with Cotswold Children’s Parties has been developed further this year to deliver a new dynamic of children’s activities and participation, and regularly sells out due to high demand.

Shelley recognises the value of member, customer, and visitor feedback to inform and help the programme. A new system will enable users to provide feedback to improve services further.

When Shelley Stevens joined Leisure at Cheltenham as a lifeguard in 2011, she had her sights on managing the centre, and that ambition was achieved in 2023.

In that time Shelley has fulfilled roles across the leisure centre business including administration, sales, duty management and customer contact. Shelley has a wealth of knowledge and understanding of the centre, its members and customers.

Her enthusiasm and drive go deeper than sport and leisure, Shelley recognises the importance of the social interaction, and community. Leading by example, she forges positive relationships with customers, understanding that for some the centre may be their only contact with others. She recognises, and understands, that for many Leisure at Cheltenham is more than just a sporting and leisure venue, it is a social and community hub, a location for valuable social interaction where users can become part of a mutually supportive community, with the benefits that brings feeding into mental health and wellbeing. Shelley has focused on embedding that family focused, community culture across the facilities, and driven by her leadership and the team she has created and developed.

Shelley has a passion for a grow your own approach and Tom Smith began, like her, as a lifeguard and has been recognised and promoted to duty manager.

As well as operating in the fiercely competitive world, Shelley manages the ongoing challenges of operating a building that is more than 50 years old. In 2024 she overcame huge challenges following the discovery of the need for urgent maintenance, and the associated threat to income, customer experience and loyalty.

As well as striving to retain members and customers, Shelley recognised the challenges her team would face during the disruption as the structural repairs were carried out, and the pressure the team would be put under while working to maintain high standards and service. In recognition of their dedication and the positive approach the team maintained during the months of work, Shelley ensured a celebration event was held on completion of the works, to thank every member of the Leisure at team and recognise the importance of their contributions during the RAAC works.

Under her leadership the centre’s income increased by more than 28%, despite the closures, achieving a significant net surplus.

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