Four sports and leisure trusts have signed up to pilot a new scheme designed to retain and increase revenue and membership through tailored marketing and data collection campaigns.

Fusion Lifestyle, Hertsmere Leisure, Kirklees Active Leisure and Active8 Leisure will be implementing the PMPBreathe scheme, which has been created by management consultancy PMP and venue management technology company Venue Solutions.

Between them, the four companies manage 47 local authority-owned leisure and sports centres.

Nick Russell, managing director of PMP, said: “We are delighted to be working with four of the UK’s leading leisure trust organisations on this exciting concept.

“The real cornerstone of our offer will be helping them to understand who their customers are, what their customers want and then communicating with them in an intelligent way.”

Dominic Berger, CEO of Venue Solutions Holdings, added: “This is great news for PMPBreathe. This unique partnership will deliver significant benefits to these four leisure groups – getting more people visiting their facilities, driving the acquisition of new members and improving membership retention rates.”