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Wave Active and Bigwave Marketing Extend Strategic Partnership for Further Three Years
05 Jun 2026
Wave Active has confirmed a new three-year extension to its partnership with full-service agency Bigwave Marketing, strengthening an established collaboration focused on driving innovation and engagement in the leisure and wellbeing sector.
Bigwave Marketing has worked alongside Wave Active since November 2023, delivering a comprehensive suite of marketing services. Acting as an extension of the in-house team, the agency has supported strategic planning, branding and design, website development, social media content creation, paid media activity and print campaigns.
Over the course of the partnership, the two organisations have collaborated on several high-profile projects designed to broaden access to health and wellbeing services within the community.
This has included the launch and promotion of Hillbrow Health and Wellbeing, a pioneering facility integrating traditional leisure provision with healthcare services such as physiotherapy and GP appointments. The partnership has also supported the introduction of Reformer Movement, a premium Reformer Pilates studio offering a specialist fitness experience.
Most recently, Bigwave worked closely with Wave Active to support the opening of Lilian’s Room, an inclusive, assisted fitness and rehabilitation space. The facility features accessible strength and movement equipment alongside advanced neuro-rehabilitation technology, including Strolll — an innovative digital therapeutic solution that uses augmented reality (AR) to enhance mobility, balance, cognitive engagement and functional rehabilitation.
Commenting on the renewed agreement, Duncan Kerr, Chief Executive of Wave Active, said: “We’re delighted to be extending our working relationship with Bigwave Marketing, an agency that closely shares our values, mission and vision to place health and wellbeing at the heart of the communities we serve. I am incredibly proud of what we have achieved together so far and excited about what lies ahead. With a new Soft Play centre in Peacehaven and a Health Hub at Newhaven opening soon, there is plenty more to come.”
Tom Gozna, Director of Bigwave Marketing, added: “Our mission is to ‘make a difference’, and Wave Active is a client that truly embodies this. Their innovative approach and commitment to accessible, community-focused wellbeing make them a fantastic organisation to work with. We’re looking forward to continuing our close collaboration and delivering impactful campaigns that showcase the breadth and quality of their facilities and services.”
The extended partnership signals continued investment in marketing-led growth and community engagement, as Wave Active continues to expand its offer and position as a leading operator within the UK leisure and health landscape.
Photograph: From L-R: Duncan Kerr – Chief Executive of Wave Active, Victoria Smith – Head of Marketing at Wave Active, Tom Gozna – Director at Bigwave Marketing, Laurence Hawkins – Senior Account Manager at Bigwave Marketing
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