Following an extensive and thorough procurement exercise Swansea University and Swansea Council have entered into an agreement with Freedom Leisure to operate the sport and leisure facilities at Swansea Bay Sports Park (SBSP).
The partnership is a key element of a new long term operating model for SBSP which has been developed to enhance customer experience, improve performance and create a foundation for future investment and development of the facilities, maintaining SBSP’s status as a regional hub for performance, student and community sport.
The agreement will be overseen by SBSP Ltd, a not-for-profit joint venture company, wholly owned by the Council and University, which has been established to lead the future strategic development of the site and builds upon a successful 25-year period of joint working since the inception of Wales National Pool.
From 1 August 2026, Freedom Leisure will operate the facilities across SBSP, including the Swansea University sport centre and pitches, Wales National Pool, the Athletics & Hockey Centre and King George V playing fields at Ashleigh Road, as well as the leisure facilities at the University’s Bay Campus.
Freedom Leisure is one of the UK’s leading not-for-profit charitable, leisure and cultural trusts, operating over 130 leisure, cultural and entertainment venues across the UK. While the organisation currently operates a number of facilities across Swansea, in partnership with the Council, this will be a standalone contract, with SBSP continuing to operate as a distinct site supporting community, performance and student sport.
The new partnership supports wider regional ambitions, including the development of the National Institute for Sport and Health (NISH) at the sports park, which will bring together partners from sport, health, research and industry to drive innovation, improve wellbeing, and support economic growth; further strengthening the site’s role as a centre for excellence.
Work is now underway to ensure a smooth transition to the new operator and regular customer updates will be shared via the Swansea Bay Sports Park website, social media and other customer-facing 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 on the contract award:
“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.”
