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Freedom Leisure expands its portfolio in Swansea with Swansea Bay Sports Park contract award
13 May 2026
Following an extensive and thorough procurement process, Freedom Leisure, one of the UK’s leading charitable not-for-profit leisure trusts in the UK, is delighted to announce that it has been awarded the contract to operate the sport and leisure facilities at Swansea Bay Sports Park (SBSP) by Swansea University and Swansea Council.
The partnership, which will commence on 1 August 2026, 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. Together, the partners will build on SBSP’s reputation as a thriving hub for performance sport, student activity and community wellbeing.
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.
Freedom Leisure will operate all key facilities across the park, including the Swansea University sport centre and pitches, Wales National Pool, the Athletics & Hockey Centre, King George V playing fields at Ashleigh Road as well as the leisure facilities at the University’s Bay Campus.
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.”
Tracey McNulty, the council's head of Cultural Services, Parks and Cleansing, 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.”
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