Leisure chain puts focus on youngsters

GYM and tennis chain David Lloyd Leisure is spending £2.5 million this year expanding its “DL Kids” facilities to further sites in the UK and Europe.

The concept, which was trialled in Raynes Park, London before a second site was opened in Leeds earlier this year, offers sports coaching, arts and crafts and even children’s birthday parties as the firm eyes an opportunity to capitalise on the junior leisure market.

Two further UK sites will open this year while David Lloyd also plans to open its first European DL Kids in Barcelona in September. In addition, the chain is investing in upgrading children’s facilities at a string of other UK clubs, including Edinburgh.

The firm says it has seen 3 per cent net growth in junior members since the beginning of 2011, with over 266,000 child visits per month, and an average of 3.2 million child visits per year.

Chief executive Scott Lloyd said: “DL Kids provides children with the opportunity to get active, focusing on education and fun participation within state-of-the-art facilities.

“The success of our pilot DL Kids facilities is encouraging and we believe DL Kids has potential in both the UK and international markets.”