Freedom Leisure appointed to operate Swansea Bay Sports Park in new long-term partnership

Daniel Bevan - Editor

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Freedom Leisure has been appointed as the new operator of Swansea Bay Sports Park (SBSP) following a competitive procurement process led by Swansea University and Swansea Council.

The agreement forms part of a new long-term operating model designed to improve customer experience, boost performance and support future investment across the site, while maintaining SBSP’s role as a regional hub for performance, student and community sport.

Oversight of the contract will sit with SBSP Ltd, a not-for-profit joint venture wholly owned by the council and university.

The entity has been established to lead the site’s development, building on a 25-year partnership between the two organisations since the creation of the Wales National Pool.

From 1 August 2026, Freedom Leisure will take over operations across the sports park estate.

This includes the university’s sports centre and playing pitches, the Wales National Pool, the Athletics & Hockey Centre, King George V playing fields at Ashleigh Road and leisure facilities at the university’s Bay Campus.

Freedom Leisure, a not-for-profit leisure and cultural trust, operates more than 130 venues across the UK.

While it already manages several facilities in Swansea in partnership with the council, the SBSP contract will operate independently, with the park continuing as a distinct multi-use site.

Transition work is now underway ahead of the August handover, with updates expected to be shared through SBSP’s communication channels.

Niamh Lamond, Registrar and Chief Operating Officer at Swansea University, said: “This partnership is a positive step forward for Swansea Bay Sports Park and reflects our shared ambition with Swansea Council to secure its long-term future.

“By working with Freedom Leisure, we are enhancing the experience for customers, while creating a strong foundation for future investment, including opportunities linked to the National Institute for Sport and Health.

“We look forward to continuing our partnership with the Council to develop high-quality, accessible facilities for our students and the wider community.”

Martin Nicholls, Chief Executive at Swansea Council, said: “With Freedom Leisure on board as Swansea Bay Sports Park operator, we’ll work with them, partners and those who use the park on new sustainable arrangements to benefit communities, university students and the whole city.

“This new single operating model for the facilities will help us to improve the site and achieve efficient operation of it.

“Swansea is a sporting city and we want to ensure that community facilities continue to be available to all – and to be run to the highest possible standards.”

Ivan Horsfall Turner, Freedom Leisure CEO, commented: “We are delighted to have been selected as the new operator for Swansea Bay Sports Park and proud to be partnering with Swansea University and Swansea Council on this venture. This is an exciting opportunity to support a facility that plays such an important role in community wellbeing, student life and performance sport.

“Having successfully operated leisure centres across Swansea for the past seven years we already have a strong understanding of the local community and its needs, which will bring clear benefits to this partnership from day one.

“We look forward to working with partners to further develop the site, enhance the customer experience and contribute to the long-term vision for sport, health and innovation in the region.”