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Helping to improve local engagement in sport and fitness by 600% by driving awareness, access and affordability for children and adults

A key objective for Serco on commencement of our partnership with the Birmingham Community Leisure Trust and Birmingham City Council in 2015 was to grow the membership of the tennis programme at Billesley Indoor Tennis Centre. To achieve this, we needed to address local community disengagement with the programme owing to a historic lack of focus and investment, as well as minimal engagement with the Lawn Tennis Association (LTA). We immediately began developing close collaborative relationships with the LTA and Tennis Foundation to secure the necessary support.

An ongoing programme of promotion, development and local community outreach was launched, including roadshows, open weekends, volunteer coaches, school holiday tennis camps, charity events and new affordability schemes – all helping to drive awareness, attract participation and secure funding. Membership has increased to over 500 (from 72 in 2015) and the programme has been extended to four additional satellite sites to accommodate the demand.