Brentwood Leisure Trust, which operates the Brentwood Centre, has agreed a three-year deal with Alliance Leisure to help realise the site's potential with a view to redevelopment.

Alliance is currently revising Brentwood's brand to create a highly visual membership package as well as re-launching the membership scheme with a simple awareness campaign to drive all enquiries through the new sales process.

Staff at the leisure centre have also undertaken Alliance Leisure's REPs-accredited Professional Sales Process training course, which aims to create a sales and commercial culture within the site with the objective of increasing direct debit memberships.

Roger Davinson, chief executive at Brentwood Leisure Trust said: "We have the capacity to cater for up to 1,000 members at the leisure centre and with Alliance Leisure's expertise hope to see a steady rise from our current 300 membership over the coming months."

John Leaver, partnership manager at Alliance Leisure said: "We have already put a number of changes in place to assist in creating a sales culture within the site and drive new direct debit memberships. However, alterations are also planned for the gym layout, entrance and reception area to support this process."