North Norfolk District Indoor Leisure Facilities
Strategy
July 2015
Neil Allen Associates Registered Office:
20 Brook Road, Lymm, Cheshire, WA139AH
A limited company, registered in
England and Wales no. 616528
Contents
Section 1: Introduction & Context
1
Section 2: Strategy Objectives and Key Features of North Norfolk
3
Section 3: Indoor Leisure Facilities and Healthy Lifestyle –
Making the Case
10
Section 4: Assessing Needs and Opportunities for Indoor
Sports Facilities – the Methodology
12
Section 5: Sports Facilities – Key Findings, Issues and Options for
each Facility Type
16
Section 6:
30
Strategy Recommendations and Framework for Delivery
Section 7: Financing the Strategy Recommendations, Monitoring
and Review
47
Appendices
Appendix 1:
North Norfolk key documents and application to the North Norfolk
Indoor Leisure Facility Strategy
Appendix 2:
North Norfolk profile of participation in sport and physical activity
Appendix 3:
Audit and assessment for each of the seven sports facility types in the
project scope
Appendix 4:
Description of findings from the site visits, consultation events and
specific consultation with stakeholders
1: Introduction & Context
1.1
In September 2014 North Norfolk District Council commissioned naa to produce an
indoor leisure facility strategy for North Norfolk District, with the objective being to set out
the strategic direction and local need for indoor sports facilities up to 2036 and beyond.
1.2
The strategy is based on an audit and assessment, which has gathered and developed
the evidence base. This has applied the Sport England methodology of Assessing Needs
and Opportunities (ANOG) guidance, which is the industry - accepted methodology for
developing an evidence base for sports and leisure facilities.
1.3
This hard evidence data has been combined with extensive consultations to initially
obtain views on what is important (and why) to people in the district and then to
feedback naa’s views on the findings. This has been with all providers, operators and
organisations with an interest in the provision of sports facilities in the district, public,
commercial and voluntary organisations. Site visits and meetings with all the operators
of the facilities in the district have also been held to understand how things work on the
ground.
1.4
Assessing the current and future need for sports and leisure facilities and ensuring this is
based on requirements up to 2036 is only part of the story - facilities are the means to the
end. The ultimate objective is to increase participation in sport and physical activity and
create an active and healthy lifestyle for residents across North Norfolk.
1.5
Consequently it is important to understand who across the District participates in sport
and physical activity, which sports/activities they do, how often and why, how far they
travel to participate and what are the motivations and barriers to increasing or starting
some participation?
1.6
To get this understanding the work has involved the review of data for North Norfolk
District based on Sport England evidence and findings on participation and nonparticipation in sport and physical activity. This has been reviewed and challenged
through the series of public consultations and site visits.
1.7
All this work contributes to the development of the evidence base upon which the
strategy is based. This along with the objectives of the District Council, its vision for sports
and leisure facilities across the District and the key drivers for change which will impact
on the delivery of the strategy.
1.8
The findings from the development of this evidence base – known as the audit and
assessment - are set out in a separate Appendices to the strategy. This includes Sport
England’s data from its Active People survey; data on the health profile of North Norfolk
and the costs of inactivity; and data from the Sport England Active Places Power facilities
database.
1.9
All this information has been supplemented by information gathered on the catchment
profile of the main centres, online surveys to Parish and Town Councils, the extensive
consultations already described and a review of the financial performance of the two
main pubic leisure centres. Collectively, it forms the audit and assessment report.
1.10 The key findings, issues and options which are raised by the audit and assessment are
summariesd in this strategy document and set out as strategy recommendations and
framework for delivery. The final section is about financing the strategy
recommendations, monitoring and review.
North Norfolk District Indoor Leisure Facilities Strategy
1
1.11 The sports facility types included in the project brief are: sports halls, swimming pools,
health and fitness centres and gyms, dance studios, squash courts, indoor bowls centres
and indoor tennis centres. Specialist facilities for certain sports have been addressed
where these have been identified in consultation. This relates to gymnastics and indoor
cricket. The assessment includes all providers of these facilities: public sector, the District
Council and state schools, commercial and tourist sectors, independent schools and
voluntary organisations.
1.12 The audit includes all facilities in the district. However to be included in the supply and
demand assessment there has to be public/community use of the venue, based on the
amount of time and type of access there is for use by the public, clubs and the local
community, at each individual facility. This is set out in the assessment report and
reported on in the findings for each facility type in subsequent sections.
1.13 The sequence of the strategy document is:

Section 2 - Strategy objectives and key features of North Norfolk

Section 3 - Indoor sports facilities and a healthy lifestyle – “Making the Case”

Section 4- Assessing Needs and Opportunities for each sports facility type – the
methodology

Section 5 - Sports Facilities – key findings, issues and options for each facility type,

Section 6 - Strategy recommendations and framework for delivery

Section 7 - Financing the strategy recommendations, monitoring and review
1.14 The appendices are:

Appendix 1: North Norfolk key documents and application to the North Norfolk
Indoor Leisure Facility Strategy

Appendix 2: North Norfolk profile of participation and non-participation in sport
and physical activity

Appendix 3: Full audit and assessment for each of the seven sports facility types
included in the project scope

Appendix 4: Description of findings from the site visits, consultation events and
specific consultation with stakeholders.
North Norfolk District Indoor Leisure Facilities Strategy
2
2: Strategy Objectives and Key Features
2.1
2.2
2.3
North Norfolk District Council set some key objectives and drivers for change for the
strategy. These are set out below together with the source in brackets;

to contribute to creating an active and healthy lifestyles for all residents (Council’s
role as part of its public health responsibilities and agenda);

to facilitate and support communities to deliver and improve the health of local
people (District Council Health Strategy 2010 – 2014);

to engage with local people in shaping local services (project brief);

to promote a positive image of North Norfolk as a premier visitor destination and
maximise the potential of the Council’s tourism assets (Council Corporate Plan
2010 – 2015);

to help define the role of the District Council in the delivery of leisure service
provision (project brief);

to increase participation in sport and physical activity (Council Sports Strategy 2010
– 2015); and

to develop the local infrastructure of the district’s current and future need for sports
and leisure facilities, based on the most effective use of facilities, both the Council’s
and others in partnership, and sustaining the longevity of Council owned assets
(Council Sports Strategy 2010 – 2015).
Within the precise remit of the project the key objectives and requirements are;

A detailed quantity, quality and accessibility audit of existing provision of all indoor
sports and leisure facilities in the District across all providers;

An assessment of the adequacy of these facilities to serve the needs of existing
and likely population in the period ending 2036 and to take account of the needs
of all users including tourists. The future assessment has been undertaken up to 2021
and then to 2026, as it is only feasible to project population changes with any
degree of accuracy up to 2026. Furthermore Sport England guidance is to develop
sports facilities strategies on the basis of a 10 year horizon, as it considers hard
evidence of change beyond 10 years is difficult to predict. The needs of
subsequent dates will need to be addressed as the strategy develops and is
monitored, to plan for what is likely to happen beyond 2026; and

The need for an evidence base to aid decision making regarding priorities for the
District Council and for its owned facilities.
As context for the development of the evidence base assessment and the strategy, it is
important to set out some very important features of North Norfolk. Some of these are
givens and cannot be changed but they are very influential in setting the direction for
the strategy and its delivery. Others are some major findings from the work itself and
again influence the strategy direction – but which can be changed.
North Norfolk District Indoor Leisure Facilities Strategy
3
Population change and the sporting population
2.4
In determining the future demand for sports facilities the changes in population are
integral to that assessment. It is reasonable to assume that an absolute increase in
population will lead to an increase in the demand for sports facilities. However it is
important to consider the age structure of the population now and how this is projected
to change up to 2026 across North Norfolk (bearing in mind the provisos set out above
about the recommended end date of the strategy).
2.5
It could be that the age structure of the population means that although there is a
projected increase in absolute population numbers up to 2026, the age structure of the
population means there is a lower total number of people in the main age bands for
sports participation in 2026 than in 2014 (the base date used for the study).
2.6
The key findings of population change are set out as context for the assessment for each
sports facility type.
North Norfolk population 2014
2.7
In 2014 the population of North Norfolk is estimated at 102,600, of which 48% are men
and 52% are women (the figures are based on a 2013-based Population Projections
dataset from 2013-2037 by five year age group and gender, available on Norfolk Insight).
The headlines on the overall population structure for North Norfolk compared with
England national averages are:







slightly higher proportion of females than in England wide, due to an aged
population in the district;
fewer people in the 16-19 age group;
fewer people in the 20-24 age group;
a lot fewer people in the 25-34 age group;
fewer people in the 35-49 age group;
more people in the 50-64 age group; and
a lot more than the national average of pensioners (i.e. those over 60/65), with 35%
over 65 compared with around 20% nationally and regionally, and particularly in
the 75+ group.
2.8
The 16+ population in North Norfolk has increased since 2007, while younger people
have decreased in number. The overall increase in population since 2007 has been
about 5%, which corresponds with the national and regional average.
2.9
There is a small proportion of non-white residents at less than 1% of the total North Norfolk
population, and a larger proportion of disabled people, which could be a reflection of
the predominance of older age groups in North Norfolk.
North Norfolk future population
2.10 The total population is projected to rise from 102,600 in 2014 to 106,500 in 2021, a 3.8%
increase, and to 109,600 by 2026 a 6.8% increase. The proportion of females to males
will remain higher. Over the two periods, the population is estimated to change as
follows:

By 2021, increases in 5-14, 30-39, 55-64 age groups, with the biggest increase in 70+
of 23%. Decreases in 15-29, 40-49 and 65-69 age bands

By 2026, compared with 2014, increases in 5-14, 30-39 and 55+, with the biggest
increase in 75+ of 44%. Decreases in the 5-9, 20-29 and 40-54 age bands.
North Norfolk District Indoor Leisure Facilities Strategy
4
Implications of population change for sports participation
2.11 If these changes are analysed in accordance with the different age groups that have
the highest participation and frequency of participation, the situation is expected to be
as follows (percentages rounded):
Table 2.1: Population change by age band 2014 – 2021 and 2014 - 2026 for North Norfolk
District
Age group
Total population
Active population (6-54)
Less active population (55 – 59)
Inactive population (0-5, 75+)
Junior sport (10-19)
Adult indoor sports (20-44)
Veterans sport e.g. bowls (45- 74)
Change 20142021
+4%
-2%
+ 11%
+10%
-1%
-2%
+2%
Change 20142026
+7%
-3%
+ 10%
+17%
+7%
-1%
-1%
2.12 The key findings from this assessment are:

While the total population is estimated to rise by 4% over 2014 – 2021 and 7% over
2021 – 2026 for the purposes of participation in sport, the active population (i.e.
those aged between 6 and 55 who are more likely to take part in sport) is projected
to fall by 2% - 3% over the same period.

There is a category of less active population in the 55 – 59 age group and this is
projected to increase by 11% between 2014 – 2021 and by 9.6% over 2014 – 2026.
This age band does participate, albeit it has a lower rate of participation than in
the younger age bands of the active population, hence the term less active
population. This less active population does have a sizeable increase over the 2014
– 2026 period and will offset the decline in the more active population. (6 – 54).
Indoor sports/activities which this age band participates most in are swimming and
indoor bowls across both genders and for men snooker. Low impact exercise
classes are also a popular activity and mainly for women. Motivations for
participation are a health benefit and as a social and recreational activity.
Outdoor activities are more popular especially walking and for men golf, fishing
and cycling.

The inactive population meantime rises by 10-17% over the same period. It is
important to distinguish the active from the inactive population in terms of age
bands because the active population is the basis of the demand assessment. As
table 2.1 sets out there are different changes in the percentage of the population
in the various age groups of 6 – 55. It is important to understand what these changes
are in each age range as this will directly impact on the demand for the seven
types of sports facilities in the strategy.

As a proportion of the total population, the active population falls in total numbers
from 51,150 in 2014 to 49,940 in 2021 and 49,620 by 2026. In percentage terms this
represents a drop from 50% of the total population in 2014 to 47% in 2021 and 45%
in 2026. Conversely the inactive population rises by the same percentages.

The implications for the main indoor sports are that participation considered alone
(and irrespective of any increases in participation as the result of sports
North Norfolk District Indoor Leisure Facilities Strategy
5
development initiatives) is likely to decline for adults. It will increase slightly for
young people, although the built indoor facilities considered in this assessment and
strategy tend to be relatively less well used by people under 20.

The major increase in the individual age groups (i.e. over 75) is unlikely to have any
significant impact on participation, as most people at this age no longer take part
in sport and only around 2% - 3% undertake regular physical activity. The sports
that are most relevant to older people and included in the project brief are indoor
bowls and indoor tennis.
2.13 To summarise therefore, there is likely over the period of the strategy to be an overall
decline in the most active population (5 – 54) of about 2-3% compared with the
increased population of 4-7%. There is however an increase in the less active population
(55 – 59) of between 10 – 11% which will offset some of the decline in the more active
population. There will be an increase in population in the junior sport age range whilst
the population in the veteran sport age range increases very slightly.
2.14 In terms of overall demand for the facilities that are being considered in this study,
population change is unlikely to result in increased demand by itself. However what must
also be considered are targets and development initiatives put in place by North Norfolk
District, sports clubs and National Governing Bodies of Sport and others to increase
overall participation rates in particular sports. If these are achieved then this will result in
increases in participation.
2.15 Furthermore given the demographic changes then the need for indoor sports facilities
and the activities they provide could increase the demand for health and well-being
programmes, alongside the traditional indoor hall sports programmes. So for example
more demand for exercise and fitness classes for a health benefit. Plus an increasing
demand for activities such as recreational badminton yoga and pilates.
2.16 A trend noticed by Badminton England is the need for public leisure centres to schedule
more court time for recreational badminton in the afternoons because of increasing
demand from an older population. This population has free day time for activities and
prefer to participate in the day than evenings. School sports facilities are not accessible
during term times and so the focus is on pubic leisure centres to provide for an emerging
peak period.
2.17 Given all these findings it is reasonable to say that maintaining the current overall rate of
sports and physical activity participation by age and gender as measured by the Active
People surveys will be an achievement in itself. There will be a shift in demand for more
recreational activity from an aging population. Plus activity which has a health and wellbeing focus for all age groups will become more prominent.
Settlement pattern of North Norfolk District
2.18 The settlement pattern and location of the main towns across the District is set out in map
2.1 below. It also shows a 20-minute drive time catchment area of the main public sports
facilities located in North Walsham, Sheringham, Cromer and Fakenham.
2.19 The 20-minute drive time catchment area is used because it is the accepted catchment
area (based on Sport England research) for the majority of users to travel to participate
on a regular basis.
North Norfolk District Indoor Leisure Facilities Strategy
6
Map 2.1: Settlement pattern of North Norfolk District with a 20 minute drive time
catchment area of the main sports facility venues in North Norfolk District 2015
2.20 The map shows the extent of the catchment areas and leaves areas of the district
“outside catchment” of these most important facilities of sports halls or swimming pools.
The areas outside catchment are the areas shaded grey in the inset map. These areas
are outside the catchment of the named facilities. A significant point is that it is not
possible to have all the main settlements within a 20 minute drive time of the most
important facility types of swimming pools and sports halls. The total population outside
the catchment areas of these venues is between 21,000 – 22,000 people. The map does
only show the area of North Norfolk which are outside the catchment area of North
Norfolk facilities. There are facilities in neighbouring authorities such as Breckland that will
extend into North Norfolk and reduce the land area which is outside catchment.
However the map is illustrating the area of North Norfolk which is inside and outside the
catchment area of the North Norfolk facilities.
2.21 The challenge it sets for the strategy is how to meet the needs of residents now and in
the future for these facilities? The dispersed nature of the population/settlements means
there are three choices:

Residents travel further to use the facilities – but the Sport England research shows
that participation will not happen on a regular basis because of cost and
competing demands on time to do other activities which fit into the lifestyle of
individuals and families;

Provide more facilities than may be needed in recognition of the settlement
pattern of the District. This however has a cost of providing and maintaining more
facilities than may be needed. There may not be a core business case to justify
provision and provide a viable facility without very extensive financial support.
Provision is driven by the settlement patterns and lack of access, not the supply
North Norfolk District Indoor Leisure Facilities Strategy
7
and demand and capacity of the existing facilities to meet all the demand across
the district; and

Make more use of what already exists by increasing access to some sports halls
and swimming pools that are (possibly not considered by residents) as facilities
that are accessible to the public. This mainly applies to swimming pools and in
effect it is stretching the catchment areas a bit further – so addressing the
settlement pattern and trying to increase access across a wider area and to more
residents.
2.22 To underline the point about how local the catchment areas are for facilities are, map
2.2 plots the location of the membership of the Victory Centre in North Walsham, the
Splash Centre in Sheringham and the Fakenham Sports and Fitness Centre. The map
illustrates these centres because they are the three public leisure centres and where
information on membership is available.
Map 2.2: Catchment area for 60% and 75% of the membership of Victory Swim and
Fitness Centre, Splash Leisure and Fitness Centre and Fakenham Sports and Fitness
Centre
2.23 The smaller line for each of the three facilities shows the catchment area for 60% of the
membership of each centre. Whilst the line for the larger area around each centre,
shows the catchment area for 75% of the membership of each centre. Membership
usually represents people who are regular participants and so is a good indicator of the
catchment area for a sports facility. The maps do underline how local the catchment
area for regular participation is and the viability of a sports facility is based on regular
and repeat participation.
North Norfolk District Indoor Leisure Facilities Strategy
8
2.24 This finding on the implications of the settlement pattern of the district is addressed later
in the strategy in relation to the needs assessment for particular sports facility types.
Concentrated sports facilities provision
2.25 The final feature of North Norfolk District relates to areas of concentrated provision of
sports facilities in one area but where the ownership, management and access of each
individual facility mean that possibly there is not the most sports and cost effective use
of the venues. In short the scale, range and potential of these facilities is dissipated
because each is managed in isolation. The collective critical mass of a sporting hub with
community use and access across several different types of facilities and activities is not
realized, whist individually each sports operator and owner has to continue to try and
provide a viable venue.
2.26 An objective and key driver for the District Council in developing and delivering this
strategy is an explicit recognition of the need to work in partnership in the future with all
providers and operators of sports facilities. To do this to maximize the benefit from what
already exists for the benefit of all residents.
2.27 One example of this fragmented provision and operation is in Cromer where there are
several venues and individual facilities very closely located to each other but each
under separate ownership, management and access arrangements. In this one location
there are at least three different owners (local authority, sports club, school/academy)
and operators and 6 different facility types (sports hall, swimming pool, artificial grass
pitch, tennis courts, squash courts and outdoor pitches).
2.28 A way forward for the strategy is to create a more cohesive structure to the
management and operation of this separate sports facilities. Create a sporting hub with
more critical and sporting mass.
2.29 These three strategic features of North Norfolk of: population change; settlement pattern
across the District; and concentrated sports provision but isolated operation are
addressed in the subsequent sections of the strategy. They are set out here because they
are fundamental to the assessment of need, the strategy direction and content.
North Norfolk District Indoor Leisure Facilities Strategy
9
3: Indoor Leisure Facilities and Healthy
Lifestyle: Making the Case
3.1
As set out already the indoor leisure facility strategy for North Norfolk has to meet
requirements other than assessing the need for indoor sports facilities. In addition the
contribution that sport and leisure can make to a healthy lifestyle for residents. It is
generally accepted and documented that being active through sport and physically
activity does have a health benefit but relating the two is helpful in making the case.
3.2
This is not to say sports facilities are the panacea to getting North Norfolk more active
but it does provide context for the challenges faced in North Norfolk and the benefits
that can be achieved from a more active and healthier population – given one of the
key drivers for the District Council for the leisure facilities strategy is a more active and
healthy population.
3.3
The data and evidence can assist in making the connection between health
organisations and those involved in developing and delivering sports facilities and
development programmes. The table overleaf illustrates the two dimensions of how
active North Norfolk is and the costs and benefits to health of more activity. Appendix 2
contains a full description and the facts and figures relating to the sporting and physical
activity profile for North Norfolk.
North Norfolk District Indoor Leisure Facilities Strategy
10
Table 3.1: Sport and physical activity profile for North Norfolk
How active is North Norfolk?




What are North Norfolk’s sporting statistics?
North Norfolk’s rate of adult sports and physical
activity participation is virtually unchanged
over the period of the Active People surveys
2006 – 2014.
In 2006 some 34% of the North Norfolk adult
population participated at least once a week.
By October 2014 the rate is almost unchanged
at 34.2% it did increase to 37.3% of adult
participating at least once a week in 2011.
The North Norfolk rate of participation is in line
with ONS comparator authorities. North Norfolk
has tracked the rate and then improved on the
rate in West Dorset. In October 2006 North
Norfolk was on a par with East Devon but the
latter has increased participation by 4% over
the period 2006 - 2014.
9% of North Norfolk adult residents are
regular sports volunteers, compared to
the national average of 6%

26,7% are members of sports clubs,
receiving tuition or taking part
competitively, compared to 33.6%
nationally

55.6% of North Norfolk residents are
satisfied with sporting provision in the
area, compared to 60.3% nationally.
This is wider than just satisfaction with
facilities but facility provision and
quality is a big component.

The most popular sports for adult’s
participation are in order of
participation: swimming, recreational
cycling; football; gym and finally fitness
and conditioning classes So three out
of the five most popular activities are
included in the District’s Leisure
Facilities Strategy.
The areas of highest participation In North
Norfolk are in Fakenham and Holt where the
rate of once week participation is between
38% - 42% of the adult population. This is a
statement of the differing levels of participation
by area and should not be taken as an
indication of the need for facilities.

Since 2011 female participation has declined
from 40.8% to 28.5% in 2014 participating at
least once a week.

Male participation has increased from 30.6% of
males participating at least once a week in
2011 to 40.3% in 2014.

In 2014 there was a 12% difference in once
week male and female participation. This
contrasts with a 7.3% gap in October 2006,
when female adult participation was at 26.8%
of the North Norfolk population and male
participation was 34.1%.


Swimming is the most popular activity as it is in
the Region and England wide – despite a
declining rate of participation in all areas. The
rate of once month participation In North
Norfolk is on a par with the Region at 11.4% of
the adult population and slightly below the
England wide percentage of 11.8% of all adults
swimming at least once a month.

The rate of total NON-participation in
sport and physical activity in North
Norfolk is virtually unchanged between
2006 – 2014. It was 53.8% in 2006 and
53.7% of the North Norfolk adult
population in 2014 not taking part in
any sport or physical activity.

In did fluctuate between these dates
and decreased to 49% in 2011 but then
reverted to the overall trend level of
53%. .

In terms of non-participation by
gender, female participation is higher
than males at 61.3% of females doing
no sport or physical activity in 2013. This
compares with 53.5% of adult males
doing no activity. It is usually the case
that female non-participation is higher
than male.

Of the totally inactive population some
36% of adults said they do wish to
participate – this is the target potential
for increasing participation
North Norfolk District Indoor Leisure Facilities Strategy
What does inactivity cost?

The health costs of inactivity
in North Norfolk are at least
£1.7 million per year in 2013 –
2014.

The North Norfolk costs from
treating major illness are
£1,781 per 100,000
population. This is almost the
same as the Regional figure
at £1,785 per 100,000
population and below the
England wide figure at
£1,817 per 100,000
population.

The costs of treating
particular illnesses in North
Norfolk in 2012 were diabetes
£343,000; coronary heart
disease £957,000 and
cerebrovascular disease e.g.
stroke £286,000.

Overweight adults (not
obesity) in North Norfolk
represent 69% of the adult
population and it is 66% in
the Region and 63% England
wide. So a slightly higher
overweight adult population
in North Norfolk

The child percentages for
under 16’s in North Norfolk
(for obesity) are 20% of all
children, 18% in the Region
and 19% England wide.

The health gains (nationally)
of a 30-49 year-old who plays
football are valued at
£27,600 over their lifetime
11
4: Assessing Needs and Opportunities for
Indoor Sports Facilities – The Methodology
4.1
This section summarises the methodology that has been used in the development of the
needs assessment and strategy. The assessment has been produced to follow the
guidance from Sport England in its Assessing Needs and Opportunities Guide (ANOG) for
indoor and built sports facilities.
4.2
There are seven sports facility types included in the strategy. These are: sports halls;
swimming pools; health and fitness centres and gyms; studios: squash courts: indoor
bowling centres; and indoor tennis centres. Consideration has also been given to indoor
provision for other sports, where these have been raised during consultation - activities
that can take place in sports halls (e.g. indoor cricket) or which would prefer to have a
purpose built facility (e.g. gymnastics). The use of community and village halls has also
been broadly considered, as these provide opportunities for sport in smaller villages
where no purpose built sports facilities exist. The description of each facility type is
included within the assessment of the findings.
4.3
The needs assessment has focused on assessing needs based on quantity, quality,
accessibility and availability, which are the components of the ANOG and readily
recognised and adopted in the planning process. The Sport England ANOG guidance
advises to set out the findings from the needs assessment in the strategy in terms of three
main outcomes;

Protect: an evidence base which can inform policy formulation and seek to
protect exiting facilities where there is an identified current need and future need
for use by the community;

Enhance: an evidence base which can inform policy and seek to enhance the
provision of existing facilities where there is an identified current and future need
and the most effective way to meet this need is by improvement to what already
exists. This could be by enhanced facility provision but it could also mean changes
in the access and availability of existing facilities to make the existing supply deliver
more use for the community; and

Provide: an evidence base which can inform policy and lead to provision of new
facilities where there is an identified need now and in the future, and where the
most cost and sports effective way to meet this need is by provision of new
facilities.
North Norfolk District Indoor Leisure Facilities Strategy
12
Figure 4.1: Sport England Approach to Assessing Needs
4.4
The stages of the Assessing Needs and Opportunities Guide (ANOG) approach are set
out below and this is followed by a description of how the ANOG has been applied in
North Norfolk:
A
Undertaking the Assessment:
Stage 1 – Prepare and tailor your assessment
Stage 2 – Gather information on supply and demand
Stage 3 – Assessment, bring the information together
B
Application of the Assessment
Undertaking the Assessment
Stage 1: Prepare and tailor the assessment
4.5
A scoping meeting of the North Norfolk Project Steering Group and key stakeholders was
convened in October 2014 to set out the aims of the study, understand in more detail
the key objectives for the strategy, the key drivers for change and to establish everyone’s
views on the collective needs and priorities for the study. The outcome of this preparation
was to refine the scope of the brief.
4.6
A review of the North Norfolk District Council key corporate, strategic and sports
documents identified in the project brief was then completed. This allowed naa to
become familiar with the key Council documents and understand the relationship
between the strategy and the wider Council objectives. The focus was in understanding
but then asking and setting out “how does this apply to the Leisure Facility Strategy”?
Then using this knowledge in the subsequent stages of the project. The review of
documents is set out in Appendix 1.
4.7
After this work and following a review of the headline findings on participation and
facility provision across the District, three separate consultation meetings were held
where representatives of partnership organisations, national governing bodies of sport,
local clubs, schools. District, Town and Parish Councils were invited, so the aims of the
study could be presented.
North Norfolk District Indoor Leisure Facilities Strategy
13
4.8
More importantly the focus of the consultations was for naa to understand the views of
these organisations and individuals on what they considered the study assessment
should focus on and the most important outcomes
Stage 2: Gather Information on Supply and Demand
4.9
To gather information on the supply side, site assessment visits were made to all the
facilities in the project scope. This included all types of providers and types of operation
from pay and play, to club access at school venues, as well as the commercial
membership providers and the tourism venues which cater for holidaymakers on their
sites but do also provide access to their swimming pools, indoor bowls halls and gyms for
local resident use.
4.10 At the site visits meetings were held with the business and/or facility manager. Discussion
focused on the type of operation, the objectives, hours and types of use, changes and
challenges in operation of the venue for community use from the provider and the
customer. Discussion also focused on the core business case and the business model
applied. Where possible data was collected on the operational business plan but this
was not always requested, as it is commercially sensitive information.
4.11 The site visits and consultations allowed for a cross check on what the hard evidence
data was saying about the facility provision but more importantly what is happening on
the ground, the community access to the venues and the barriers to increasing
participation. Information where available was also collected on customer surveys,
membership details, user group forums or engagement with clubs to provide details of
casual and club user information.
4.12 A full set of the findings from the site visits and consultation is set out in Appendix 4 to the
strategy
4.13 An early and recurring theme from the site visits and consultations was that there is quite
a high level of sports facility provision in the district and it is across several different
providers. However it operates sometimes in discrete pockets of activity, so the collective
effect and critical mass from all this provision is not readily known. The example of Cromer
has already been cited. However there is also Gresham’s School in Holt, which is
providing extensive club and community groups’ access to use the school’s indoor (and
outdoor) sports facilities. Also some of the commercial providers provide casual pay and
play use of their venues as well as for their membership, for example Pinewood Leisure
Club for its swimming pool, gym and indoor bowls centre.
4.14 In preparing a strategy setting out the way forward on the need for sports facilities across
the district, it is important to consider all providers and all ways of operation. Very often
it is possible to make more effective use of what already exists by working differently and
in partnerships than trying to provide new facilities based on existing ways of working
and thinking – to repeat a key objective of the District Council is to work more in
partnership in the future. The scope to do this is very evident in North Norfolk and get
more sports and cost effective outcomes from what already exists. This is set out in the
strategy directions and recommendations section.
Stage 3 – Assessment, bring the information together
4.15 The final part of this stage is to bring all the findings together into the actual assessment
of the current and future demand for each of the facility types.
4.16 The assessment is set out in full in appendices to this strategy document. The Appendices
as reported are;
North Norfolk District Indoor Leisure Facilities Strategy
14

Appendix 1: North Norfolk key documents and application to the North Norfolk
indoor Leisure Facility Strategy

Appendix 2: North Norfolk Profile of participation and non-participation in sport
and physical activity

Appendix 3: Full audit and assessment for each of the seven sports facility types
included in the project scope

Appendix 4; Description of findings from the site visits, consultation events and
specific consultation with stakeholders
Application of the Assessment
4.17 The application of the assessment is set out next with the key findings for each sports
facility type. This is a summary of the full assessment, the key findings and the issues and
options that arise from the assessment.
4.18 This is followed by the application of the assessment in the section on strategy direction
recommendations, set out under the headings of: Protect; Enhance; and Provide.
4.19 There are first generic recommendations with a rationale for action and what is required.
This is followed with the same approach for each of the seven facility types.
4.20 The final section of the strategy sets out the monitoring and review and describes the
actions required, responsibilities and timescales.
.
North Norfolk District Indoor Leisure Facilities Strategy
15
5: Sports Facilities – Key Findings, Issues, and
Options for Each Facility Type
5.1
This section sets out the key findings from the assessment report for each of the seven
facility types. It summarises the findings, key issues and options that arise from the FULL
assessment report. This may seem like repetition but it is considered that the strategy does
have to contain this summary of the assessment, otherwise there is no context for the
strategy direction and recommendations.
5.2
Swimming pools are the most important facility type in terms of participation and the
costs of provision and operation. So the findings on swimming pools are set out in a bit
more detail than for the other facility types.
Sports Halls Summary, Key Issues and Options
5.3
5.4
The assessment identifies;

The current supply of sports halls in terms of the number, size and quality of sports
halls is a good range. Furthermore there is a good balance of provision located at
public leisure centres and separate school sites;

In terms of the supply and demand balance, there are insufficient sports halls to
meet all the needs of the community. Demand exceeds supply by 7 badminton
courts when comparing the total North Norfolk demand with the total North Norfolk
supply. This reduces to four badminton courts when the location of sports halls in
neighbouring authorities are included and which are accessible to residents of
North Norfolk; and

As demand is greater than supply the assessment is that sports halls are very busy
in the peak period and above the Sport England level of 80% of capacity used at
peak times. However the site visits suggested there is slightly more capacity than
the hard evidence data says.
The key issues are:

The collective benefit of the sports halls is somewhat dissipated because of
separate ownership, management and access arrangements for community use
across the main five sports hall sites. There are three different providers of sports
halls and no overall assessment of how the full stock could be managed and
programmed to create more benefit/use - in effect making more use of what
already exists. Better co-ordination of programming could result in reducing the
capacity used at peak times;

However, the settlement pattern of the district does work against achieving
complete integration and access to venues by residents. The shortfall in
Sheringham for example is unlikely to be met by the provision in Fakenham;

The shortfall in supply could also be met (in part) by changes in programming to
provide for activities which cater for greater numbers e.g. fitness and exercise
classes as distinct from specific hall sports like badminton. This is beneficial in
getting more out of the existing supply and dance/exercise is very much female
based. So it offers scope to increase female participation which is lower than male.
However it would reduce the supply for playing hall sports which is the primary
function of the sports hall. Determining what sports halls are for in meeting the
District Council’s sports and healthy lifestyle objectives is important;
North Norfolk District Indoor Leisure Facilities Strategy
16
5.5

Residents will access different sports halls for a variety of reasons - those closest to
where they live, quality, programming and what fits their own and family choice in
time and lifestyle. If demand exceeds supply it is likely that North Norfolk will most
likely continue to export demand for sports halls and the most realistic assessment
is to plan and consider options for meeting a shortfall of 4 badminton courts based
on residents accessing venues in neighbouring authorities

There are changes in the patterns of use for sports halls, with increasing demand
for individual fitness based activity like dance, exercise and fitness classes. This
complicates decisions on what the supply and type of provision should be in the
future. Decisions should be based on these changing trends and their longevity.
Also how the provision and programming of sports halls can meet wider North
Norfolk District objectives, to repeat, dance and exercise classes gets more people
doing things then playing of hall sports and they appeal more to females, where
participation is lower than for males in North Norfolk

Future provision could be for a flexible space that can accommodate a range of
dance and fitness/exercise classes and not actual traditional sports halls. Provision
of a large dance studio in Wells, located on a school site could be one example
of meeting the unmet demand there, acknowledging it is not a sports hall but a
flexible hall space for different types of activities. This could also be the way
forward in Sheringham. Then to focus the existing sports halls within the district to
provide for indoor halls sports – with better coordinated management of the whole
stock.
Options for the future provision of sports halls are:

Do nothing is not an option especially as the sports halls are estimated to be over
used and so quality will deteriorate and participation will be affected;

Develop a coordinated approach to management, type of use and programming
of the existing sports halls across all providers and then formalise these
arrangements - so as to get more effective use out of the existing stock;

Decide how the District Council separately managed and operated sports halls on
school sites at Cromer Academy, North Walsham High School and Stalham High
School fit into the integrated provision of sports halls across all providers in the future
– again the theme of maximizing use from what already exists;

Consider provision of new sports halls or a flexible indoor space (not necessarily a
dedicated sports hall) in Sheringham and Wells. If the latter then this could be
integrated on a school site so as to maximize use and operation in Wells but with a
different approach in Sheringham (see swimming pools section). There is also the
opportunity to change the provision, for example North Walsham is not identified
as an area in need of additional sports hall provision. However it could be that
provision is changed by the addition of an indoor gymnastics centre which is a
requirement in this part of the district.

If new provision is for dance/flexible spaces then focus indoor hall sports activities
at existing venues and through the coordinated management and access to
these venues. Again, in effect getting more out of what already exists.
Acknowledging participants will travel further to participate; and

Review the village halls provision - there are at least 5 village halls throughout the
district plus the Holt Youth Project which has a one badminton court size venue,
the centre at Holt can accommodate some physical activity (not formal sport).
There maybe scope to increase time for more activity in centres such as Holt and
North Norfolk District Indoor Leisure Facilities Strategy
17
village halls to overcome in some small part the areas of the District outside the
catchment area of a sports hall.
5.6
These options are set out under the Strategy direct and recommendations section under
the project, enhance and provide headings.
Swimming pools
5.7
There are 8 swimming pools in North Norfolk on 6 sites. It is a mixed economy of supply,
ownership, age and type of use. For inclusion in the assessment pools have to be 160 m2
of water (20m x 4 lane) and have access for community use. These pool sites are
summarised in the Table 5.1 below.
Table 5.1: Swimming pool provision North Norfolk
5.8
Name of facility
Type
Dimensions
Water
area
Year
built
Year
refurbishe
d
CROMER HIGH SCHOOL
Main/General
20 x 8
160
1979
2001
FITNESS EXPRESS AT
KELLING HEATH
Main/General
19 x 10
190
2000
GRESHAMS HIGH SCHOOL
Main/General
25 x 10
250
1970
1999
PINEWOOD LEISURE CLUB
Main/General
25 x 10
250
1992
2007
PINEWOOD LEISURE CLUB
Learner/Teaching/
Training
10 x 3
30
SPLASH LEISURE AND
FITNESS CENTRE
Main/General
25 x 14
350
1988
2004
SPLASH LEISURE AND
FITNESS CENTRE
Learner/Teaching/
Training/leisure pool
3x2
6
VICTORY SWIM & FITNESS
CENTRE
Main/General
25 x 13
325
2003
Ownership/type
of access
Academy
Trust/school
swimming
Commercial/touri
sm
Independent
school/school
and community
use
Commercl/touris
m and local
membership
+pay and swim
NNDC/public
leisure centre pay
and swim/ tourists
NNDC/public
leisure centre pay
and swim and
clubs
The significant findings on the swimming pool supply are;

The size of the main pools. Four of the six main pools are 25 metres x 4 lanes (212
m2) or larger. This is the benchmark pool size that can accommodate all the main
swimming activities of learn to swim, recreational swimming, fitness/lane swimming,
club use and swimming development. There is no provision for water polo or diving
but these are specialist activities and would not be expected to be provided for
in North Norfolk;

There is a wide range of providers (last column in the table) - there are five different
providers of swimming pools. With two public leisure centres, both provided by
North Norfolk District Council, two commercial providers and two school providers,
one private and one a state school;

Access for casual recreational swimming – the main activity - is available at three
sites, including Pinewood Leisure Club (which may not be readily known). There is
also access for community organisations (not pay and swim) at Gresham’s School;
and
North Norfolk District Indoor Leisure Facilities Strategy
18

5.9
The pool stock is quite old - the oldest pool being Gresham’s School, opened in
1970 but extensively modernized in 1999. The most recent pool is the Victory Centre
in North Walsham opened in 2003.
To underline the strategic comment in section 2 of the strategy – lots of provision and lots
of activity – but with different providers, operators and access.
5.10 In addition, to these sites there are a further three-swimming pools in North Norfolk which
are not included in the assessment because of their size, being below 160 m2 of water
and/or because they do not provide for public access. Furthermore there are 2 school
swimming pools in Fakenham which are at the Academy and Junior School, which
catered for school learn to swim programmes but closed in 2014.
5.11 The accommodation of the national curriculum requirement to teach primary aged
school children to learn to swim in the Fakenham area is now very challenging because
of the distances, time and cost to take children to the nearest pools, which include Wells,
Splash at Sheringham and Dereham Leisure Centre.
5.12 The full list of swimming pool sites across North Norfolk and their details are set out in Table
5.2 below.
Table 5.2: Swimming pool provision North Norfolk
Site Name
Ward
Facility Sub
Type
Marke
d
Lanes
Size
Water
area
m2
Access
SPLASH LEISURE AND
FITNESS CENTRE
Sheringh
am North
Main/Gene
ral
6
25 x
14
m
350
Pay and Play
SPLASH LEISURE AND
FITNESS CENTRE
Sheringh
am North
Learner/Tea
ching/Traini
ng
0
3x
2m
6
Pay and Play
VICTORY SWIM &
FITNESS CENTRE
North
Walsham
West
Main/Gene
ral
6
325
Pay and Play
PINEWOOD LEISURE
CLUB
Corpusty
Main/Gene
ral
6
250
Pay and Play
Commercial
1992/2
007
PINEWOOD LEISURE
CLUB
Corpusty
30
Pay and Play
Commercial
1992/2
007
ALDERMAN PEEL
SPORTS COLLEGE
Priory
136
Pay and Play
GRESHAMS HIGH
SCHOOL
Holt
Main/Gene
ral
5
CROMER HIGH
SCHOOL
Suffield
Park
Main/Gene
ral
0
BROADLAND HIGH
SCHOOL
Hoveton
Main/Gene
ral
4
FITNESS EXPRESS AT
KELLING HEATH
High
Heath
Main/Gene
ral
1
CROMER COUNTRY
CLUB
LINKS COUNTRY
PARK HOTEL AND
GOLF CLUB
Suffield
Park
Main/Gene
ral
0
The
Runtons
Main/Gene
ral
0
North
Walsham
West
Main/Gene
ral
0
ROSSI'S LEISURE
Total
Learner/Tea
ching/Traini
ng
Main/Gene
ral
0
6
34
lanes
25 x
13
m
25 x
10
m
10 x
3m
17 x
8m
25 x
10
m
20 x
8m
18 x
6m
19 x
10
m
18 x
8m
250
160
Sports Club /
Community
Association
Sports Club /
Community
Association
Ownership/
managemen
t
Local
Authority/Trus
t
Local
Authority/Trus
t
Local
Authority/Trus
t
Year
Built/re
furb
1988/2
004
1988/2
004
2003
School/in
house
Independent
School/in
house
1970/2
013
School/LA in
house
1979/2
001
1970/1
999
108
Pay and Play
School/in
house
1975/2
009
190
Pay and Play
Commercial
2000
144
Registered
Membership use
Commercial
n/a
15 x
8m
120
Registered
Membership use
Commercial
1993/2
012
17 x
8m
136
Registered
Membership use
Commercial
2003
2205m
2
North Norfolk District Indoor Leisure Facilities Strategy
19
5.13 The existing stock is considered to be in fair condition overall, but the challenge of an
ageing stock is one which will have to be faced over the duration of the strategy. This
assessment indicates that the main ‘public’ pools are in good condition, though Splash
is now an old building. Its function as a recreational swimming pool with a wave machine
and other leisure features is designed for both residents and tourist use.
5.14 The school pools are focused more on learn to swim as the primary function and are
therefore smaller in scale – between 130 – 160m2 of water and are not designed to
function as a public recreational swimming facility. Outside of learn to swim they function
mostly for club use. The school pools can be updated and modernised and the Cromer
Academy pool has received this investment in the plant and pool hall.
5.15 They will however remain with the same pool tank size and this limits the swimming
activities they can cater for. However it is a resource and the cost of replacing such a
resource and providing a pool which can cater for all the swimming activities makes it
very challenging to achieve.
5.16 So “losing” a resource such as a school pool despite its pool tank limitations is not to be
considered without extensive consideration of the implications. Furthermore Alderman
Peel School in Wells has demonstrated very clearly that with a positive and committed
approach many of the limitations of the pool size can be overcome and a successful
community programme of use achieved, which includes a full range of swimming
lessons, lane swimming, Seals swimming club, adult swimming, swim 4 fitness, and ladies
only, and incorporates some casual use (i.e. pay and swim).
5.17 The Pinewood Leisure Club provides for private membership but also provides for a pay
and swim facility. It is in very good condition and offers much potential for additional
further community use as does the pool at Gresham’s School.
5.18 The total swimming pool provision in North Norfolk equates to 15m2 of water space per
1,000 population. This is higher than the England wide figure at 12.7 m2 of water space
per 1,000 population and the regional figure at 12.5 m2. It is also much higher than the
neighbouring authorities: Broadland 6.7 m2 of water space; Breckland 9.7 m2 of water
space and Kings Lynn and West Norfolk 9.8 m2 of water space per 1,000 population
5.19 The six pool sites included in the assessment provide a total of 1560m2 of water. When this
is assessed based on the amount of hours available for community use – across all the
sites – this reduces to 1360m2. So some 12.8% of the total water space is not available
for public use. The total supply available for public use equates to 11,800 visits per week
in the peak period.
5.20 The water space not available for public use is more a consequence of programming
ACROSS the school and commercial venues, which reduces the hours at peak times for
community use. It is not that any venue is restricting community use.
5.21 The demand for swimming by North Norfolk residents equates to 6050 visits per week in
the same peak period, or about 1000m2 of water taking into account a ‘comfort factor’
of pools being up to 70% of their total capacity. The 70% comfort level is a guideline from
Sport England.
5.22 The supply and demand assessment therefore has an indicative over supply of about
360m2 of water when looking at the demand and supply within North Norfolk. It should
be noted that this figure does not take into account cross boundary movements or the
attractiveness of facilities in terms of quality and accessibility, so it needs to be treated
with caution. It is simply comparing the North Norfolk demand with the North Norfolk
supply of swimming pools.
North Norfolk District Indoor Leisure Facilities Strategy
20
5.23 Taking account of the cross boundary movement based on where residents live and the
location of pools inside and outside the district and access to them by North Norfolk
residents based on a 20-minute drive time catchment area for each pool, shows that
75% of the North Norfolk demand can be met. This figure is lower than the England wide
91% and East Region 90% averages but in line with two of the neighbouring local
authorities of 74.4% in Breckland and 72.2% in Kings Lynn and West Norfolk.
5.24 In short, despite the good and high overall provision of swimming pools in North Norfolk
their locations are clustered as shown in the maps in section 2 of the strategy. This means
some areas of North Norfolk are outside the catchment area of an existing swimming
pool – most notably in the Fakenham area.
5.25 The amount of demand which is outside catchment is termed as unmet demand. This is
because despite there being enough pools to accommodate all the demand some of
this demand is located outside the catchment area of a pool site and, in effect, the
residents would have to travel long distances (and beyond the recognised 20 minute
drive time for regular participation) to access a pool.
5.26 This unmet demand because of lack of access equates to a total of about 250m2 of
water (just larger than a 25m x 4 lane pool) and is relatively evenly spread across the
district with the higher areas of unmet demand being, in order, Fakenham and North
Walsham (the latter area is probably more due to demand fanning out from areas to
the south and east than from North Walsham itself – the pool at Rossi’s is not considered
in the assessment because of its size, but it meets some local demand for members of
Rossi’s).
5.27 If there is one area best suited to accommodate most of this unmet demand it is
Fakenham. This would not however soak up all this locational unmet demand as there
will always be in rural areas some demand which is outside the catchment area of a
swimming pool. It is the scale of this unmet demand which determines what to do about
it.
Summary, Key Issues and Options for Swimming Pools
5.28 Overall the findings are that North Norfolk has a good level of swimming pool provision
which is distributed across the district. There is a mixture of providers with public leisure
centres, commercial providers and commercial holiday providers who also provide
access for public pay and swim use. So a mixed economy of providers and access.
5.29 The provision is however significantly skewed in terms of its distribution both within and
outside the district. This creates areas with very high levels of pool provision within North
Norfolk and other areas with little or no provision or access. This has been intensified by
the closure of the two school swimming pools in Fakenham in 2014 which provided for
children to meet the key stage 2 national curriculum requirement to learn to swim,
acquire a life safety skill and develop swimming competence.
5.30 The lack of pool provision for learn to swim and the wider lack of access to pools for
community use in some parts of the district will impact on a lot of residents’ ability to be
active and swim on a regular basis.
5.31 So it is an overall contradictory position of enough swimming pool capacity ACROSS the
district to meet the total demand for swimming by North Norfolk residents, but because
of the location of pools and their catchment areas there are areas of the District where
there is unmet demand for swimming and which is outside the catchment of the existing
pool, thereby making them inaccessible to these residents. This unmet demand outside
catchment is quite spread out but of sufficient quantity in the Fakenham area to
consider the need for swimming pool provision.
North Norfolk District Indoor Leisure Facilities Strategy
21
5.32 This last finding is an example or feature of the consequences and challenges in
providing sports facilities created by the settlement pattern of the district, described in
section 2 of the strategy.
5.33 The key issues for swimming are stark and challenging. These are posed as questions and
suggested answers/approaches;

Swimming is the most popular activity in North Norfolk in terms of participation and
it is the only cradle-to-grave sports facility for participation. Most importantly
(fundamentally) there is a life skill and safety requirement to swimming – which
gives it unique importance. Swimming can deliver more of the Council’s sports,
physical activity healthy lifestyle and wider objectives as set out in section 1 of the
strategy than any other facility type. Do all these factors make it the number one
sports facility type to provide for?

How to reconcile that overall there are enough swimming pools within the district
to meet the total demand for swimming by North Norfolk residents. However, the
location of the pools is concentrated and so not all residents can access the pools
– this will impact on their participation levels for swimming – for ALL swimming
activities. So paradoxically although supply is greater than demand there are
areas of the district where there is unmet demand. Furthermore the assessment sets
out that this is of sufficient scale for additional water space, notably in the
Fakenham area.

So there is the potential for increased pool provision to address a location and
access issue for community swimming and meet the need for the curriculum
requirement for learn to swim for school aged children in the Fakenham area.
However doing this when overall across the District there are enough swimming
pools to meet the District’s need for swimming pools

Re-provision of existing swimming pools in new parts of the district to meet the
unmet demand/access issue in other parts of the district is one way but it could
also mean more people travelling to use pools. It moves the problem around
geographically. There is no “halfway location” for a new or replacement swimming
pool which would meet the needs of ALL residents and be within the catchment
area of all residents.

How to reconcile potential initial provision of swimming pools in areas of unmet
demand with the increasing requirement to also re-provide or modernise existing
swimming pools – which is the bigger priority within swimming pools provision?
Based on the needs assessment and meeting the Council’s wider objectives in
section 1 of the strategy then modernisation/re-provision of the Splash Centre is a
greater priority. It does exist, it is in the area of greatest swimming demand for
residents and tourists and the Council has contractual and financial commitments
in place for the operation of the centre.

Looked at across ALL the facility types in the strategy, if swimming pool provision is
increased it will serve a sport/activities which are already very well provided for.
Also because of the costs of providing and operating pools it would, to repeat,
mean more public resources going to one facility type with less funding for other
sports facilities.
5.34 In determining the future options for swimming pools provision in the strategy, it has had
to weigh up all the findings from the needs assessment and the issues which arise from it.
The key is not to try and develop options which try to balance out all the issues but apply
the evidence base findings, address the issues and develop options which best meet
the overall strategy objectives.
North Norfolk District Indoor Leisure Facilities Strategy
22
5.35 The options for swimming pools provision are to;

Establish a swimming pools providers and operators group so as to understand the
role of each provider and ways that there can be more effective use of the total
stock. To understand the issues of each type of provider and develop a more
coordinated approach to meeting the needs of the community across all
providers. In particular this relates to the integration of the Cromer Academy pool
to provide a more extensive programme of use. It also applies to Pinewood Leisure
Club and Gresham’s School and developing a wider programme of community
use;

Address the “skewed” distribution of swimming demand based on the settlement
pattern of the District. Options are:
-
accept the situation and continue to rely on the location of pools in the
District and neighbouring authorities to meet some of the North Norfolk
demand for swimming (this could result in lower rates of swimming
participation in some areas of the district because residents live outside the
catchment area of the pools and the time, distance and cost of travel could
result in lower participation);
-
Investigate with swimming pool providers in Wells (Alderman Peel School)
and Holt (Gresham’s School) the scope, realism and opportunities to provide
access for residents in areas outside the catchment area of an existing pool
to make more regular use of these pools. This relates to increasing access for
residents in the Fakenham area. Acknowledging this will require
programming and have a cost of trying to increase the access, especially in
relation to learn to swim programmes for primary school children. This
appears very challenging to achieve in Wells because there is already
extensive community use of the pool. Also the time and cost of travel to
either Wells or Holt is, in all likelihood, going to restrict the long term
achievement of this option;
-
Undertake a feasibility study to investigate the realism of re-opening and
improving one of the two small school pools in Fakenham for learn to swim
programmes for school-aged children up to key stage 2. The study to
establish the scope and costs of operating one of the pools for wider
community use, such as adult learn to swim programmes. Experience of the
management, operation and costs of use of the Alderman Peel school in
Wells for community use provides very relevant experience;
-
Consider a feasibility study to establish the viability of providing and
operating a new swimming pool in Fakenham. The needs assessment has
identified that whilst there is sufficient provision of swimming pools across
North Norfolk to meet total residents demand now and up to 2026, there is a
problem of accessing these swimming pools because of the disparity
between pool locations/catchment areas and the main towns of the district.
This does mean that the Fakenham area is outside the catchment area of
these pools – for regular swimming participation. It is the ACCESS and
LOCATION of the existing swimming pools, which is the central issue NOT the
overall supply, demand and capacity of the pools in the District to meet
residents demand;
-
Retain swimming pools in the areas of greatest demand within the district.
The Victory Leisure Centre pool is self-evidently an example and needs no
further comment;
North Norfolk District Indoor Leisure Facilities Strategy
23
-
The Splash Centre is located in the area of the district where there is the
greatest demand for a swimming pool at this or a nearby location. The
options for retention of the existing building or re-development of a new pool
need to be established by first deciding the objectives of providing a
swimming pool in the Sheringham area and then deciding if the current
centre is fit for purpose now and in the future; and
-
The existing building is a leisure pool accommodating tourism and local
resident uses but would appear is not compatible with meeting all the
swimming activities of learn to swim, recreational swimming and club based
swimming development programmes. Determining
the objectives and
types of use a swimming pool at this location is the central decision and this
influences the options to then investigate for future provision to meet both
residents use and those of tourists.
5.36 The way forward on all of these options is set out in the strategy direction and
recommendations sections of the strategy and the financing topics are considered in
section 7.
Health and Fitness Centres - Summary, Key Issues and Options
5.37 Overall there is a good distribution of gyms across the whole district, with all the main
towns (except Cromer) served by centres. There is a tendency towards smaller centres
with the largest venue only having 45 stations. The centres are a combination of
commercial and local authority facilities with the majority available on a pay and play
basis, albeit that membership is probably available in all. The quality of facilities is good,
not surprising given the competitive nature of provision between the different types of
providers.
5.38 There is consistency between (1) the supply side findings which show the North Norfolk
provision at 2.6 stations per 1,000 population to be only around half the national and
regional average and lower than all surrounding districts except Breckland, and (2) the
participation findings which show around 4% of North Norfolk adults participating at least
once a month in gym and which is less than half the East Region and England wide
participation rate.
5.39 So overall there is a lower supply in comparison with other areas but which reflects a
lower participation/demand rate than other areas.
5.40 These consistent findings are in contrast with the Fitness Industry Association
methodology which identifies a shortfall of between 200 – 250 stations across the district.
Given the commercial nature of gym provision if there were this shortfall in provision then
there would be more and larger gyms in the district.
5.41 The overall assessment is that the number of venues; the different types of access for
pay and play and membership across public and commercial venues; the location
and access to venues based and catchment areas are - collectively all about in
balance for the District.
5.42 It is not anticipated that demand is going to increase, based on demographic change
in the period up to 2026. So any increase in demand and implicitly supply is going to be
generated by any increase in participation from the current low level in comparison to
other areas’ rate of participation.
5.43 So there are no major issues in relation to provision for gyms. It may be that each of the
different providers does lose market between the public and commercial venues in the
Sheringham area and North Walsham area as they compete for memberships but this is
the nature of gym provision and not new to the providers.
North Norfolk District Indoor Leisure Facilities Strategy
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5.44 It may well be that changes in gym supply are not driven by change in the gyms per se
but as an integral part of a new major sports facility, in particular swimming pools. So
there is a read across between future provision for gyms and other facility types, notably
pools, so as to provide critical mass and viability for a new facility. This will be
replacement of existing gym provision with some enhancement in scale.
5.45 The options for provision of health and fitness gyms are:

Based on the overall supply and demand assessment (and not discounting the FIA
methodology) there appears to be little demand or need for additional and new
provision of gym facilities, except possibly a small scale centre of around 20
stations in the Cromer area and which could be part of the Cromer integrated
sports hub concept; and

Consider the scale and type of provision in any re-development project, most
notably a re-development of swimming pool provision in the Sheringham area. The
scale of any gym re-provision will be based on the core business case for the total
project and facility mix but the requirement for a 50-station facility does seem valid.
5.46 The options are set out in the strategy recommendations section of the strategy under
the project, enhance and provide headings.
Studios Summary, Key Issues and Options
5.47 There are only 4 studios identified in North Norfolk although there may well be other
facilities throughout the district fulfilling a similar function to dance studios but which are
not purpose built (for example activities taking place in community centres, village halls
and school halls).
5.48 The participation/demand data on dance studios is very difficult to extrapolate from
published sources because it is not complied for ALL the activities that take place in
dance studios and then assessed for that ONE facility type. For two activities that take
place in dance studios, dance exercise and aerobics, the estimate is that participation
is around 300 and 500 respectively across North Norfolk. Discussion with venue operators
and the programming indicated that demand for dance studios is being met.
5.49 In terms of projected change and future participation/demand the estimated reduction
in the active population (aged 6-55) between 2014 and 2021 of 2.4% and then 3%, by
2026 means there is unlikely to be an increase in demand for studios on the basis of
population change. Any increase is going to be from an increase in the current rate of
participation in the activities that take place in dance studios.
5.50 So overall there do not appear to be any major issues in the provision of dance studios
and the existing supply is meeting demand and has scope to cater for any upturn in
demand and participation.
5.51 As with changes in gym, supply changes in dance studio provision are not driven by
change in the gyms per se but are as an integral part of a new major sports facility, in
particular a combined wet and dry venue such as a swimming pool and dance studio.
It may well be that the re-provision of an existing venue such as a swimming pool has a
read across for also re-provision of a dance studio so as to provide critical mass and
viability for a new facility.
5.52 The options for dance studios are set out in the strategy recommendations section of the
strategy under the project, enhance and provide headings.
North Norfolk District Indoor Leisure Facilities Strategy
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Squash Summary, Key Issues and Options
5.53 There are four venues for squash in North Norfolk District providing a total of 11 courts.
The venues are well distributed and access to courts for residents based on their
catchment areas is good. North Norfolk has the highest rate of provision when compared
with neighbouring authorities and is higher than for East Region and England wide. The
quality of courts is generally good - despite being opened in the 1970’s, they have been
well maintained. However given the age of the courts there will be a continuing need
to maintain the courts.
5.54 The projected population growth and reduction in the active population in North Norfolk
is unlikely to increase demand for squash up to 2026. Any increase in demand is going
to come from an increase in current participation levels. The Governing Body is
promoting squash participation but it has remained at best static in recent years
5.55 Overall there are no issues in the number, location and distribution of squash court
venues. Access is predominantly for members and there is maybe a slight issue of access
for pay and play use and encouraging people to try the sport. However the commercial
venues will offer this access to try and then encourage membership. Also it is unlikely a
public leisure centre will provide squash courts for pay and play on the basis of the
current number of courts and locations.
5.56 The options to consider for future squash provision are considered as follows:

it is unlikely there is a need for additional courts;

focus on partnership with clubs as the providers of squash. Encourage clubs to
develop pay and play access as well as membership; and

longer term quality improvements where necessary to ensure long term fitness for
purpose.
5.57 These options are set out in the strategy recommendations section of the strategy under
the project, enhance and provide headings.
Indoor Bowls Summary, Key Issues and Options
5.58 There are three purpose built indoor bowls facilities within North Norfolk providing a total
of 18 rinks. All three venues are commercial venues, which operate on a membership
basis but do provide rinks for pay and play and to encourage membership. Average
membership across the three centres is between 350-400 members and at best static.
Retaining current membership levels is challenging and an achievement.
5.59 The North Norfolk centres were all built in the 1970s and each has been refurbished or
extended more recently. Quality is generally considered to be good and fit for purpose.
Continued investment over the strategy period will be required to maintain building
quality and condition. This is challenging to achieve in the context of membership levels.
5.60 North Norfolk has the second highest level of provision based on a measurement of rinks
per 1,000 population at 0.17 rinks. Only Great Yarmouth has a higher provision at 0.25
rinks per 1,000 population. The average for East Region is 0.07 rinks and for England it is
0.03 rinks per 1,000 population. Bowls provision in Norfolk County is high because of the
demographics of the county and a long established history of participation in outdoor
bowls.
5.61 The key issue in indoor bowling seems to be one of reconciliation between supply now,
participation now and a projected increase in demand for indoor bowls provision based
on population growth.
North Norfolk District Indoor Leisure Facilities Strategy
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5.62 The options for indoor bowling are:

On balance the assessment is that there is no need for additional provision of
indoor bowling centres or rinks. The focus should be on supporting the existing
centres to promote indoor bowls as a participant activity. In effect, helping the
centres increase their membership (as there is around 40% of spare capacity
across all centres). The projected increase in demand for indoor bowls from
population growth can be absorbed by the spare capacity at the existing venues.
5.63 These options are set out in the strategy recommendations section of the strategy under
the project, enhance and provide headings.
Indoor Tennis Summary, Key Issues and Options
5.64 There are no indoor tennis centres in North Norfolk District. Again the Sport England
methodology does not consider indoor tennis in the same degree of detail as some other
facilities. It is possible however to assess demand by reference to Lawn Tennis Association
(LTA) data. In ‘Priority Project Funding, Policy and Operational Procedures’, the LTA states
that one indoor court can serve 200 regular tennis players.
5.65 The Active People Survey found that about 1% of adults regularly participated at least
once a week in 2012 across Norfolk, the latest year for which participation data is
available. The County level is the lowest geographic level at which participation data is
available.
5.66 Applying the County participation rate to the district’s current adult population of 88100
residents shows there is potential for 88,100 x 1% divided by 200 = around 4 courts for the
district. In reality this is likely to be lower given the age profile of the district currently and
the projected change up to 2026. In terms of projected future demand – the already
reported reduction in the active population (aged 6-55) between 2014 - 2021 of 2.4%
and between 2021- 2026 of 3% could reduce the demand/participation unless
development initiatives are undertaken.
5.67 So overall and taking all the findings together there are currently no indoor courts
available in North Norfolk. On the basis of the Norfolk County demand calculation
modified to take account of the changes in the North Norfolk population age structure
and active population, there is justification to consider a demand and provision for an
indoor tennis centre of between 2-3 courts.
5.68 A provision of this scale is supported by the Norfolk LTA facilities strategy and the North
Norfolk area is one of the preferred locations by the LTA.
5.69 The options for indoor tennis are:

Initial provision of a 2-3 indoor tennis centre located at either the Cromer Lawn
Tennis or Squash Club venue and as part of the Cromer Sports hub. A second
option could be provision at Gresham’s school in Holt. There is only the need for
one centre and both locations would serve the district but have different merits. At
Cromer it is the critical mass of the existing but separately managed sports facilities.
Bringing these together under one operation is more sports and cost effective. Also
it builds on the long history of an established outdoor tennis club venue. So on
balance Cromer offers more scope as the venue for an indoor tennis centre.
Other sports facility types
5.70 While it is not the prime intention of the study to consider specialist facilities for sport, as
the brief concentrates on community provision, nevertheless the initial consultation with
clubs and some governing bodies has identified some specialist facility requirements,
North Norfolk District Indoor Leisure Facilities Strategy
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which might be able to be incorporated in existing or proposed new community sports
halls and the like, or provided in their own right. Consideration of these specific issues is
addressed below.
Gymnastics
5.71 North Walsham Sports Hall Gymnastics Club currently operates from the small hall at
North Walsham Sports Centre for 15 or so hours per week on most evenings and at the
weekend. The club currently has about 140 members aged 3-16, the vast majority girls,
and there is a waiting list of 160 (which represents a two years’ wait to join).
5.72 The club’s catchment is wider than the local area and includes parts of Norwich, Cromer
and Reepham. The club is in need of a permanent venue preferably in the North
Walsham area, to accommodate existing users, but also competitive gymnasts (up to 18
hours a week) and all potential gymnasts from Pre School to adult. The ideal facility
would allow fixed equipment to be left in situ between sessions, and a purpose built
venue is not necessary – a converted industrial or warehouse unit would be acceptable.
5.73 The club is supported in principle by British Gymnastics, whose objective is to work
towards ‘more people taking part in gymnastics activities through developing and
increasing opportunities, space, delivery partners and volunteers’. Facility needs are
increasing the numbers of dedicated facilities and improve existing facilities, and
increasing access to non-dedicated venues. There is a clearly identified strategic and
local need for improved gymnastics facilities in the area, and the strategy should include
proposals to facilitate these.
Gymnastics, issues and options
5.74 The issues (and possible option) for gymnastics is the provision of facilities for gymnastics
feasible within the strategy? Leadership of a project would need to be a partnership
between the North Walsham club and North Norfolk District. An option could be to
provide a dedicated venue at the North Walsham Sports Centre but this would then
conflict with dedicated time for the ancillary time for other activities. The second option
could be to develop a dedicated gymnastics venue at the Victory Centre in North
Walsham. This would need a site options appraisal and then a feasibility study to
determine long term viability. This is set out in the strategy recommendations section.
5.75 Gymnastics was not one of the sports/facility types included in the project brief. It was
however a sport/facility type which was articulated clearly as a need in the consultations
and is therefore included in the strategy.
Cricket nets/indoor cricket leagues
5.76 Similarly Indoor cricket was not an activity which was included in the project brief but it
did arise in consultation and so the findings are included. North Norfolk is a relatively
weak area for cricket club provision and participation in Norfolk. There are currently only
8 clubs in the District. Latent demand for cricket is low, as indicated by the Active People
surveys on participation and the population profile for the area is not ideally matched
to cricket participation. That said it has been highlighted through consultation that
cricket needs these clubs to continue to flourish as any further losses would increase the
issues of travel to local clubs in this rural area. The clubs in the area are generally
successful and well organised, with 5 of those 8 clubs holding English Cricket Board
Clubmark Accreditation and running successful youth sections. There is good use made
by existing cricket clubs in the area of indoor sports halls at Cromer, Fakenham, North
Walsham and Gresham’s School for nets and indoor competition.
5.77 The quality of existing indoor facilities is the area of need highlighted by clubs within the
Norfolk Cricket Board facilities strategy. Overall the quality of facilities for cricket is poor,
North Norfolk District Indoor Leisure Facilities Strategy
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especially with regard to netting, matting, flooring and lighting. The ECB Player Survey
2014 has indicated strong evidence that cricket participation is affected by the quality
of facilities. NCB anticipates that enhancing the quality of indoor provision will have a
beneficial impact on retention of players. The key challenge for indoor cricket is to
improve the quality of indoor provision, giving clubs the best chance of providing a
quality experience and retaining players.
5.78 The option for indoor cricket is that any project for new or re-provision of sports halls
should in the project specification include the requirements for indoor cricket leagues
and nets.
5.79 This concludes the summary of findings, issues and options for each of the sports facility
types in the strategy.
North Norfolk District Indoor Leisure Facilities Strategy
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6: Strategy Recommendations and
Framework for Delivery
6.1
This section sets out the recommendations for each sports facility type based on the
findings, e issues and options set out for each facility type, in the preceding section. This
starts with generic recommendations which relate to the overall strategic approach to
the provision of indoor sports facilities in North Norfolk. These are recommendations
about setting the strategic direction and working in partnership. It is then followed by
recommendations relating to each facility type.
6.2
The recommendations are categorized under the headings of ‘Protect’, ‘Enhance’ and
‘Provide’, as recommended by Sport England in the ANOG guidance. These categories
are not mutually exclusive and some options will sit comfortably both within ‘Enhance’
and ‘Provide’ for example.
6.3
Also some recommendations are not self-contained to one facility type or location and
so there is a read across between some of the options. They have been crossreferenced. Between them, they encompass the approach to underpin the
development of a sustainable framework for the future provision of facilities across North
Norfolk District.
6.4
Before describing each of the three headings it is important to provide some context of
their application in North Norfolk The needs assessment has identified that the scale of
the existing provision across each facility type facility now and up to 2021/2026. The
assessment has included the implications of the projected change in population and
the overall reduction in the active population of North Norfolk have on the projected
demand for each sports facility type now and in the future.
6.5
In effect, the increase in total population is offset (for most sports) by a reduction in the
size and age distribution of the active population (aged 5 – 55). The combined impact
is that the quantity of provision is for most facility types sufficient to meet the projected
demand in the future. There are issues over and above quantity, these being of quality,
access and availability of the sports facilities, so as to make the most overall effective
use for the community.
6.6
Hence the focus in this section of the strategy is more about;
6.7

Protection of what already exists – because there is an identified need and
demand;

Enhancement and making more effective use of the existing sports facilities. This is
by strategic management and intervention to work with all providers in
partnership. Do this so as to ensure that opportunities to work collaboratively are
taken and the opportunities for community use are maximized; and

New provision of facilities is much less of a focus, in large part because of the needs
assessment finding that there is not a considerable amount of new provision
identified. It is also based on the it is also based on the realism that the District
Council has to make expenditure savings of £1.8m up to 2018 and the Council’s
expenditure position beyond that date is unknown. It is not for the Council to find
development in isolation and the strategy is one for the District. It is the context of
the Council’s financial position which is important to note. There are opportunities
for partnership funding through the re-letting of a long term leisure management
contract with direct capital investment by the commercial operator.
There are two further important points on the strategy direction;
North Norfolk District Indoor Leisure Facilities Strategy
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6.8

Firstly the needs assessment has been very careful to assess supply and demand
based on the known rates and frequencies of sports participation using Sport
England, National Governing Bodies and local data where this is possible. The
projection of future supply and demand is based on the projected population
changes and assuming the current rates and frequencies of sports participation.
Should the rate and or frequency of participation increase then there is the need
to review the assessment on the quantity of provision. It is an objective of North
Norfolk District Council to increase sports and physical activity participation and
create a more active population, but as yet this is unspecified

Secondly there is the need to replace existing provision if, based on age, condition
and quality, a building has reached the end of its sports and cost effective life. So
there is re-provision of an existing facility. Replacement or re-provision provides the
opportunity to define the FITNESS FOR PURPOSE and OBJECTIVES of a re-provided
facility, and also to possibly change the location of an existing venue so as to
increase access, and most importantly change the scale and content to meet the
needs in the future.
A description of each heading is;
Protect

To protect and maintain existing sports facilities for sport and physical activity
where the needs assessment has identified a current and future by the core
resident population.

To protect the overall balance of facilities where the needs assessment has
identified a continuing need. This recognises there could be replacement of
existing facilities based on the needs assessment identifying a better facility mix
and/or location to meet supply, demand and access. If this happens then there
should not be a net reduction in the overall scale of provision.

To protect, develop and secure the community use of sport facilities on education
sites and to do so in a cohesive approach with a co-ordinated approach to
access and use.
Enhance

To upgrade and enhance existing sports facilities for community use so as to ensure
that sports facility needs are met by the provision of appropriate, high quality
facilities in the future.

To manage and programme facilities effectively and sustainably across sites and
promote partnership working to enable greater use of existing sports facilities and
the sharing of skills, expertise, resources and facilities.

To improve accessibility to sports facilities, in order to encourage greater
participation by all sectors of the community.

In order to increase participation for a healthy and active lifestyle benefit, it is
considered enhanced facilities at existing sites (which are already known to the
local community) are a more effective way to encourage and develop more
participation across a wider population.
North Norfolk District Indoor Leisure Facilities Strategy
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Provide
6.9

To provide facilities for sport and active recreation where, based on the needs
assessment, there is a gap in the existing supply and/or a demand which exists now
and which is projected to be sustained and possibly increase.

To provide updated information on sports participation and the demand for
facilities based on the needs assessment reports.
The suggested recommendations for delivery of the strategy and what could be done
under each of these headings are set out in Table 6.1 below. Firstly there are generic
recommendations that apply across the district and these are set out as G
recommendations. Each G recommendation is described followed by the rationale/
justification and suggested action. This is followed by the recommendations for each
facility type: SH Sports Halls; SP Swimming Pools; H&F Health and Fitness; S Studios; SQ
Squash; IB Indoor Bowls; and IT Indoor Tennis. There are also recommendations for
gymnastics GYM and indoor cricket CRIC. These sports/facility types were not included
in the project brief, however in the consultations they emerged as key topics and are
therefore included.
North Norfolk District Indoor Leisure Facilities Strategy
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Table 6.1- Strategy recommendations rationale and action required
Rationale and Action Required
GENERIC (G)
G1 - Resist the loss of any existing sports facilities that are on school sites. (see also G 3)
PROTECT
The assessment has shown that school based sports facilities are vulnerable to closure without first identifying the current and continuing
need for wider community use of these facilities.
The action is any school based sports facility that is considered for closure based on lack of educational need should be assessed for its
contribution to meeting current or future community needs. The needs assessment has identified the requirements for each facility type
and should be applied in this review.
In the development of the North Norfolk Local Plan there should be application of the needs assessment to develop planning policies
along the lines of “Resisting the loss of any educational based indoor sports facilities that are currently available for community use or
could contribute to meeting future community needs. To do so unless (1) replaced by equivalent or better provision in terms of quantity,
quality and access in a suitable location (2) an agreement is established where residents can use existing alternative facilities that are
accessible in terms of location. The responsibility to protect facilities is that of the organisation which owns the facility.
G2 Develop a coordinated approach to provision and operation of the indoor sports facilities across all providers
G3 Develop a consistent approach on access for community use of sports facilities on educational sites and encourage/support schools
to increase usage of school sports facilities by the community.
North Norfolk District Indoor Sports Facilities Strategy
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Rationale and Action Required
Currently there is no forum whereby the commercial providers, school and clubs who provide indoor sports facilities can meet to
understand the roles of each provider and discuss opportunities for more effective use and access of facilities across different providers.
It is understood there are discrete and different rationales for each provider. It is also understood there is no opportunity to review and
consider how all providers could work collaboratively to ensure there is the most access for all residents to participate and understand the
role of each provider.
There is a mixed economy of providers and access to school based sports facilities, ranging from formal community use agreements
between the District Council and individual school to provide for school and community use under one operation with a core business
case and shared responsibilities and costs.
ENHANCE
There are also individual schools who independently provide for education and community use under their own direction and assessment
of need and business case.
The first action is to develop a co-ordinated approach to assessing the community use of all educational sports facilities. The interventions,
actions and actual agreements may and will differ based on the needs in each area and the core business and sporting case in each
locality. The action is to create a partnership approach hereby the findings of the needs assessment are applied in a business and cost
effective programme of management and access for a range of club and community uses.
The second action is to consider developing this approach with an example at Gresham’s School in Holt. The school does already provide
for community and club access to its extensive and good quality indoor (and outdoor) sports facilities. The assessment has identified that
the needs of local residents in Holt does not support additional provision of sports halls, swimming pools or squash courts. Consequently the
way forward is to consider with the school, local sports bodies and the District Council ways to make more effective use of the school sports
facilities for community use.
It is acknowledged there are real issues of accessing a residential school for wider community use and potential issues of community use
of a private school. However the study has identified a very real willingness on the part of the school to consider the concept and operation
of a sports hub at the school. It does offer the most realistic way to provide for community use in very good quality existing sports facilities
as well as a venue for new investment building on the critical sporting facility mass at the school.
G4 Development of the sports hub concept at Cromer (also relates TO recommendations G2 , G3 and SH 2)
North Norfolk District Indoor Sports Facilities Strategy
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Rationale and Action Required
The assessment has identified lots of sports facility provision and activity in different parts of the district by different providers but where the
collective benefit is not realised because of isolated operation by each provider. The Cromer example set out in section 2 of the strategy
is an example.
PROVIDE (AND EHNANCE)
Furthermore the continued operation of some of these facilities by individual owners or operators maybe vulnerable to changing
circumstances with one particular provider may decide in isolation there is not a continuing need or the cost of providing the facility
outweighs the benefits.
There is potential benefit in terms of maximising the opportunities for participation and shared costs of management and operation by
creating a Cromer sports hub where the overall management and operation of all the venues in one location is made cohesive under one
organisation. This provides critical sporting and financial mass as well as providing longer term security to individual sports venues. It also
provides enhanced opportunities for external capital grant aid funding from organisations such as Sport England and National Governing
Bodies of Sport who are very supportive of sports hub concepts and invest in sports hub capital projects.
The Cromer set of facilities provide the best opportunity to achieve a sports hub in the District. The range of existing facilities appeal to all
age ranges and both genders. The quality of the existing stock across the venues is good.
Recommendation G 4 is the recommendation which has the potential to protect and develop the widest stock of facilities at one location.
It has the potential to deliver the widest benefits of all the recommendations in the strategy.
The action is to undertake a review of the ownership, operation and scope to develop the sports hub concept at Cromer – call it the
Cromer Sports Hub. The review should include North Norfolk District Council, Cromer Lawn Tennis and Squash Club, Cromer Academy and
the football club.
SPORTS HALLS
SH 1. Protect the existing stock of sports halls number and quantity from any loss, as there is a need to retain the existing quantity of supply
across the district to meet demand up to 2026 and beyond.
If there are proposals to lose any sports halls then a replacement provision should be provided in a location which is accessible to the
current and future resident demand.
North Norfolk District Indoor Sports Facilities Strategy
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PROTECT
Rationale and Action Required
This is not to say the existing stock needs to be protected from any development as the age, quality and fit for purpose function of an
existing sports hall will change over time. It may be more cost and sports effective to re- provide an existing venue on these criteria.
If this happens the function of the sports hall should be reviewed because of the changing patterns of participation, from less playing of
formal indoor hall sports and more individual activities for personal health and fitness as this maybe the longer term requirement. Some of
these exercise and fitness classes can be met by studios. So any proposal to re-provide a sports halls should first establish the functions
and activities that also need to be re-provided for and specifically for indoor hall sports
The action is to keep a watching brief on the supply, function and changing patterns of use of sports halls. To work across all providers of
sports facilities to ensure the existing supply is maintained but maybe consider changing the type of provision to meet changing patterns
of participation. This action is best progressed by the group proposed in recommendation G1.
SH 2. Determine how the District Council separately managed and operated Cromer Sports Centre, North Walsham Sports and Stalham
Sports Centre can become part of the overall sports hall provision -across the district.
It is acknowledged these are District Council venues which have contracted commitments with schools for joint education and community
use on a shared cost and operation basis. These commitments and contracts have to be met before any consideration of change.
There are also providers of other sports halls/studios/other facility types at the same or very close by locations to these sports centres.
ENHANCE
The collective benefit of a more coordinated assessment of what is required in each area and the most cost and sports effective approach
to manage the sports halls stock should be the focus. This does relate to the G2 recommendation and the G 4 – recommendation relating
to the sports hub concept.
The action required is for North Norfolk District Council to review the most sports and cost effective ways to provide and operate the three
sports centres at the time of the contract review for each site.
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Rationale and Action Required
SH 3 Consider the provision of a new sports halls or a large flexible indoor sports space such as a studio in both Sheringham and Wells
The needs assessment has identified that across the District the demand for sports halls exceeds supply and the sports hall are well used
PROVIDE
The assessment has also identified there is demand for sports halls and a gap in provision in both Sheringham and Wells. The existing
sports halls in both locations are located at Sheringham High School (1950) and Alderman Peel Sports College (1970) in Wells. Both are, in
effect, school gymnasiums and are one badminton court size. There are not fit for purpose in meeting the requirements for playing hall
sports or fitness/exercise classes.
The assessment has identified a need for a sports hall and this should be a 4 badminton court size sports hall at each location. However
to repeat - the long term view on changes in participation - may mean that the requirement can be met by a more flexible space such
as a studio. The resolution is determination of the precise requirements based on the long term need for a venue for playing indoor halls
sports for education, club and community use at each location, set alongside the changes in participation and the need for a more
flexible multi-purpose space.
In terms of locations to maximize the benefits of the venue it should be located on a school site and the Alderman Peel School is a sports
college with an established track record in developing community use of its sports facilities use. In Sheringham the same logic applies.
However the potential re-development of the Splash Centre could provide critical mass for a sports hall/studio at this location as well.
SWIMMING POOLS
SP 1. Protect the existing stock of swimming pools number and quantity from any loss, as there is a need to retain the existing quantity of
supply across the district to meet demand up to – and beyond.
If there are proposals to close any swimming pool then a clear identification of how the current programme of use will be met as a
consequence of closure is required.
North Norfolk District Indoor Sports Facilities Strategy
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PROTECT
Rationale and Action Required
The assessment has identified that across the District the supply of swimming pools is sufficient to meet current demand now and up to
2025 and beyond. However this overall assessment has to be qualified because that is the District wide assessment and because of the
“skewed distribution” of the location and catchment area of swimming pools, this has created areas of the District which are outside the
catchment area of an existing swimming pool for regular participation.
There are contrasting findings on supply and demand with provision being good overall within the District. However the location and the
catchment area of the pools means access to pools for regular swimming participation is a very real problem in certain parts of the district.
Notably in Fakenham which has been made worse by the closure of two school pools in 2014. This has created very real and practical
problems of fulfilling the key stage 2 national curriculum requirement of teaching children to swim and being competent in swimming.
The action for this recommendation is there needs to be a mechanism in place across all levels of local government, owners and operators
of pools to consider the impact of any further potential closure of swimming pools, especially swimming pools on school sites. In this
approach there does need to be clarity as to how the programmes of use like learn to swim will be met based on the reduced supply of
swimming pools and that the programmes are secured with other providers.
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Rationale and Action Required
SP2 investigate the scope to (re) provide a swimming pool in Fakenham or re-opening either of the closed school swimming pools, to
provide for learn to swim programmes and potentially wider community use.
The needs assessment had identified very clearly there is a level of demand for swimming in the Fakenham area which is outside the
catchment area of the existing swimming pools in the District. So whilst (to repeat) there is overall enough swimming pool supply and
capacity for the district to meet residents demand now and in the future, there are areas of the district where demand and lack of access
to pools because of their location and catchment area is creating unmet demand.
PROVIDE
The issue in Fakenham has undoubtedly being exacerbated by the closure of the two education pools in 2014. This means that realistically
the time and cost of travelling to the nearest pools in North Norfolk of any of Wells, Holt or Sheringham means that the national curriculum
requirement up to key stage 2 for children to learn to swim and have swimming competence cannot be realistically delivered. Plus
opportunities for local resident’s access to swimming pools for recreational swimming and possibly adult learn to swim are limited because
of the time, cost and distance of traveling to the pools in the district.
The options to meet the need for swimming provision in Fakenham has to consider the financial assessment of constructing and then the
operating costs of a pool, set out in section 7. This could be determined by a detailed feasibility study for a project. The responsibly for
developing this study should include the District Council, the Fakenham Swimming Group along with Norfolk County Council, the Town
Council and the local schools.
Based on the assessment of need the pool requirement in Fakenham as a new build project would be for a 25m x 4 lane pool with changing
accommodation. The feasibility study could also include the option of re –opening one of the school swimming pools in Fakenham. A full
condition and services survey would first be required along with a detailed operational business plan to cover costs of modernisaton of
one pool, the operating costs, projected income and the management operation of the pool.
Undoubtedly the options for re-opening an existing pool will require new and long term committed revenue funding to be viable. It is
however a lower cost and much quicker alternative to a new swimming pool project.
It would provide a pool for the essential requirement of learn to swim programmes in Fakenham. Also the experience of the Alderman Peel
School pool operation in Wells does demonstrate how a small school pool can develop a wider programme of community use. So there is
local experience of achieving a viable operation for community use as well as learn to swim programmes within the District.
This particular recommendation has been set out in greater detail than the others, in recognition of the importance of this particular topic.
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Rationale and Action Required
SP 3 Re-provision of the Splash Centre swimming pool in Sheringham.
The key finding for swimming pools is the balance between reconciling potential initial provision of swimming pools in areas of unmet
demand and lack of access (SP 2) along with the increasing requirement to also re-provide or modernise existing swimming pools (SP3).
Which is the bigger priority within swimming pools provision? Based on the needs assessment and meeting the Council’s wider objectives
then modernisation/re-provision of the Splash Centre is the greater priority.
The reasons being: It does exist; it is in the area of greatest swimming demand for residents and tourists; the Council has contractual and
financial commitments in place for the Centre; the venue is now 27 years old and whilst the financial performance of the centre is good
the centre is in need of major change – be it modernisation or re-provision.
PROVIDE
The needs assessment has identified that re- provision of existing swimming pools in new parts of the district to meet the unmet
demand/access issue in other parts of the district does not solve the problem, it just moves it around geographically. There is no “halfway
location” for a new or replacement swimming pool which would meet the needs of ALL residents and be within the catchment area of
ALL residents. So choices have to be made.
The fundamental question to answer concerning Splash is – is it a swimming pool which is fit for purpose in meeting ALL the swimming
activities of: learn to swim; recreational and lane fitness swimming; and swimming development based around clubs? Plus meet the needs
of tourists?
IF it does then the financial assessment has to be overlaid along with a full building condition and services survey to determine if
modernisation of the building is the most swimming and cost effective way forward for the building for the next 15 years and more.
The strategy cannot answer for the building condition. It can however assess if the current building function and content does meet all the
requirements for all swimming activities and the expectations of swimming pool customers for a 21 st century pool? The assessment is that it
does not and will not even with modernisation.
The strategy recommendation is that a pool in this area of the district is the most important location in terms of meeting residents and
tourists demand. Furthermore based on consultations the key focus for a new pool is to meet local residents demand for swimming and to
accommodate tourism use within a 21st century pool. Not to develop a hybrid that tries to accommodate both types of use.
So based on the assessment and consultations the defined facility mix for a re-provided Splash Centre is for a 25m x 6 lanes main pool and
a 100sq metre learner/teaching pool. On the dry side and based on the assessment findings (plus enhancing the core business case), then
the recommendation is to also re-provide the health and fitness suite but with a 50 station gym. Plus new provision of a dance studio to
replace the one court activity hall.
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Rationale and Action Required
The action is to commission to a full feasibility study considering all options for re-development of the Splash Centre. In effect setting out
options and then a design, build, cost, management operation and procurement route to meet the facility scale and mix as defined.
HEALTH AND FITNESS
HF 1. Try to retain the existing supply of health and fitness venues in the District and promote enhancement of the quality of the venues
ENHANCE
The assessment recognises it is a mixed economy of provider and operators of health and fitness provision in the District. There is
competition between providers and there are distinct markets based on the quality of venues and the ability and willingness to pay a
membership.
There are 12 venues in North Norfolk providing 293 stations. The largest is at the Victory Leisure Centre with 40 stations. The small scale
venues reflects the size of the settlements.
Based on the Fitness industry Association methodology there is a projected shortfall of between 200 - 250 stations. However based on
consultations and the pattern off supply this is questioned and not supported, if there were market forces would have addressed this
deficiency.
The action is in effect to support improvements to the quality of the existing venues and consider the need, scale and core business case
for re-provision of health and fitness as part of any new project, notably the Splash Centre (recommendation SP3) where it is suggested
there should be a 50 station health and fitness centre.
STUDIOS
S 1. Consider the scope for studios as part of new development projects at Alderman Peel School, Sheringham and the Splash Centre.
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PROVIDE
Rationale and Action Required
There is a read across between the provision of studios and the provision of sports halls. One does not provide for the other as they serve
different functions. (Recommendations SH 3 and SP 3 cross reference).
North Norfolk only has 4 purpose built dance studios and the participation data is difficult to establish. This makes it difficult to project
demand and need in the future. Undoubtedly demand is increasing for a multi-purpose flexible space to accommodate dance
exercise, fitness classes and yoga and pilates, whilst participation in indoor team hall sports is declining. The challenge is in determining if
this is fashion or long term change. The business case very much supports provision of dance studios as an alternative to sports halls.
Consequently the key action is to determine the long terms needs for both indoor halls sports and a multi-purpose flexible space for
dance and exercise in the projects at Alderman Peel School and in Sheringham.
If the decision is to provide sports halls then the location in Sheringham should be at Sheringham High School. If the decision is to provide
a dance studio in Sheringham then it could also be located at the High School but it could also be located be located at a re-provided
Splash Centre to provide more critical mass and viability to the business case. In Wells the location for either a sports hall or dance studio
should be Alderman Peel School
SQUASH
SQ 1: Consider enhancement of the squash courts at Gresham’s school and negotiate increased access for community use through North
Norfolk Squash Club.
Rationale and Action Required
There are four venues for squash in North Norfolk providing a total of 11 courts. The venues are well distributed and access to courts for
residents based on their catchment areas is good.
North Norfolk has the highest rate of provision when comparted with neighbouring authorities and is higher than for East Region and
England wide. The quality of courts is good despite being opened in the 1970’s they have been well maintained. However given the age
of the courts there will be a continuing need to maintain the courts
The reduction in the active population in North Norfolk is unlikely to increase demand for squash up to 2026. Any increase in demand will
be from an increase in current participation levels. Squash participation levels in recent years have remained at best static.
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Rationale and Action Required
Provision is predominantly for members and there is maybe a slight issue of access for pay and play use and encouraging people to try
the sport. However the current venues will offer this access to try and then encourage membership.
Gresham’s School has 4 conventional courts, with viewing gallery, in a dedicated building, with separate changing rooms. The courts are
maintained for school use with regular painting and new lighting, but the floors and walls require additional work and in general the courts
are dated. The courts are used about half of the time by the school, including boarders, and the remaining time (mainly in the evenings)
is available for North Norfolk Squash Club (who have one team in the Norfolk League), parents and staff at the school.
The school would like to improve the courts with glass backs, preferably as part of a wider improvement of all school sports facilities to
extend community use for local residents and existing school users.
INDOOR BOWLS
IB1. Protect the existing stock of indoor bowling centres, number and quantity from any loss, as there is a need to retain the existing quantity
of supply across the district to meet demand up to 2026 and beyond.
The demographics and sporting participation profile of the district does support the need for and provision of indoor bowling centres.
There are three purpose built indoor bowling centres in the district. Furthermore the assessment is supportive of the need for 3-4 additional
rinks based on the participation rates for the Region applied to North Norfolk.
PROTECT
That said the reality on the ground is that the membership at each centre is at best static at around 350 – 400 members at each centre.
So the action is to retain each of the three centres and assist the clubs in developing the membership – because there is a potentially
bigger indoor bowling market.
There is a national initiative by the England Indoor Bowling Association to promote the sport with specific targets for new membership
and which is being achieved.
The action is for the venue operators with the engagement of the District Council to work together to try and promote the sport and
increase membership – it is a key sport/facility for the district based on the sporting profile of North Norfolk.
INDOOR TENNIS
IT 1. Consider the provision of an indoor tennis centre of 2-3 courts. (This relates to recommendation G 4)
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PROVIDE
Rationale and Action Required
North Norfolk does not have any indoor tennis courts. The Norfolk LTA facilities strategy highlights North Norfolk as a priority area for
investment in indoor tennis together with West Norfolk, Great Yarmouth and the Thetford area.
Appling the Norfolk County demand calculation modified to take account of the changes in the North Norfolk population age structure
and active population, there is justification to consider a demand and provision for an indoor tennis centre of between 2-3 courts.
Potential locations for an indoor tennis centre are first and foremost at the Cromer Lawn Tennis and Squash Club venue, as part of the
suggested Cromer Sports Hub (recommendation G4). Such a project would give significant critical mass and momentum to the creation
of the Cromer Sports Hub. The second potential location is at Gresham’s School in Holt.
EHNANCE
& PROVIDE
The action is for the District Council to consider along with the County LTA and the Cromer Lawn tennis and Squash Club the scope to
develop an indoor tennis centre at Cromer but as an integral part of a sports hub project.
GYMNASTICS
GYM 1: consider the opportunities to provide for more use for gymnastics at existing venues
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Rationale and Action Required
Gymnastics is not one of the sports facility types or activity included in the project brief. However in the consultations it was cited as an
important activity and with a high demand in the North Walsham area. Hence its inclusion in the strategy recommendations.
North Walsham Sports Hall Gymnastics Club currently operates from the small hall at North Walsham Sports Centre for 15 or so hours per
week on most evenings and at the weekend. The club currently has about 140 members aged 3-16, the vast majority girls, and there is a
waiting list of 160 (which represents a two years’ wait to join). The club’s catchment is wider than the local area and includes parts of
Norwich, Cromer and Reepham.
The club is in need of a permanent venue preferably in the North Walsham area, to accommodate existing users, but also competitive
gymnasts (up to 18 hours a week) and all potential gymnasts from preschool to adult.
The ideal opportunity from the club’s perspective would be to have dedicated use to allow the fixed equipment to be left in situ between
sessions at the North Walsham sports centre. However it is recognised the venue has a range of other uses and activities, not least the
school. However if a management solution could be found then the dedication would allow the club to develop. It would also provide for
a sport and a venue for young people and apart from swimming none of the other facility types in the study are focused on very young
people’s participation.
The club is supported in principle by British Gymnastics, whose objective is to work towards ‘more people taking part in gymnastics activities
through developing and increasing opportunities, space, delivery partners and volunteers’. Facility needs are increasing the numbers of
dedicated facilities, improve existing facilities, and increasing access to non-dedicated venues.
If this dedication is not possible then a converted industrial or warehouse unit would be a suitable venue. However the club is managing
the development of the sport and is not experienced in facility management or operation. So this would require leadership by the District
Council and funding to support the club in providing and operating a free standing dedicated venue.
The action required is for the club in partnership with the District Council and school to consider the scope to provide a dedicated venue
for the North Walsham Gymnastics Club at either (1) the North Walsham Sports Centre acknowledging this will preclude other activities
from use of this hall or (2) consider the scope to provide a dedicated gymnastics centre located adjacent to the site of the Victory Centre
in North Walsham.
INDOOR CRICKET
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EHNANCE
Rationale and Action Required
CRIC 1: To support the provision of indoor cricket nets and indoor cricket leagues in any enhancement or provision of sports halls
Again indoor cricket was not one of the sports included in the project brief. However in the consultations and site visits the need for indoor
cricket did emerge as an issue and was mentioned frequently and hence its inclusion in the strategy recommendations
North Norfolk is a relatively weak area for cricket club provision and participation in Norfolk. There are currently 8 clubs in the district. Latent
demand for cricket is low (as indicated by the Active People survey findings) and the demographic profile for the area is not ideally
matched to cricket participation. That said it has been highlighted in site visits and consultations that cricket needs these clubs to continue
to flourish, as any further losses would increase the issues of travel to local clubs in this rural area. The clubs in the area are generally
successful and well organised, with 5 of those 8 clubs holding ECB Clubmark Accreditation and running successful youth sections.
There is good use made by existing cricket clubs in the area of indoor sports halls at Cromer, Fakenham, North Walsham and Gresham’s
School for nets and indoor competition.
The quality of existing indoor facilities is the area of need highlighted by clubs within the Norfolk Cricket Board facilities strategy. Overall the
quality of facilities for cricket is poor, especially with regard to netting, matting, flooring, and lighting. The ECB Player Survey 2014 has
indicated strong evidence that cricket participation is affected by the quality of facilities. NCB anticipates that enhancing the quality of
indoor provision will have a beneficial impact on retention of players. The key challenge for indoor cricket is to improve t he quality of
indoor provision, giving clubs the best chance of providing a quality experience and retaining players.
The action is to consider the scope to provide indoor cricket nets and potentially the organisation of an indoor cricket league in any
enhancement of an existing sports hall or as part of any new sports hall.
North Norfolk District Indoor Sports Facilities Strategy
46
7: Financing the Strategy Recommendations,
Monitoring and Review
7.1
The final part of the strategy sets out some views on the financing the provision and
modernisation of the sports facility requirements identified in the strategy.
7.2
Using assets innovatively will be a key feature of the next few years, as will working in
partnership on a multi-agency approach.
7.3
The strategy has deliberately focused on;

Applying the findings from the needs assessment to try and make more effective
use of what already exists and dong this by greater partnership working across all
providers. This is a very valid direction given the assessment findings and hence the
focus on enhancement in the strategy recommendations.
7.4
The delivery of the provision requirements will, to a large extent, be dependent on the
ability to first secure capital funding, whilst acknowledging delivery is much wider than
just about capital funding. The capital funding picture for public leisure facilities is always
changing. Local authority finances are under even more pressure and previous major
national funding programmes, which supported indoor sports facilities, are no longer
available.
7.5
Swimming pools are the biggest cost of the provision recommendations. The Council is
the lead but NOT the only provider of swimming pools. The Council has ownership and
contractual financial commitments to existing swimming pools. It is also facing a budget
reduction and making savings of £1.9m up to 2018.
7.6
In meeting the strategy findings on need for swimming pools, there is a need but it is not
the ONLY consideration. There has to be a viable and sustainable long term business
case for any new provision or re-provision of an existing pool.
7.7
So it is need as the first part, with a long-term business case that can finance the costs of
constructing and operating a swimming pool as the second part. Provision of a new
swimming pool has to consider and integrate both parts and that can demonstrate
viability and long term deliverability. In short, a developer or provider that can meet the
costs of constructing the pool and an operator who can meet the costs of operation
(these can be one of the same or more than one organisations). All parts of need, core
business case and long term viability have to be achievable
7.8
The needs assessment has identified a need for a community pool in Fakenham. The
scale of the provision is a 25m x 4 lane pool. To provide a financial context the capital
build cost of the facility scale described and based on the Sport England Affordable
Swimming Pools model is a capital build cost of £2.94m. The Sport England costs are
however at 3rd Quarter 2011 and including building cost inflation, it would mean a total
building cost of £3.5m with a small allowance for equipment.
7.9
This is the building costs and does not account for site specific costs such as ground
condition and road access. There is a 15% allowance included for external works in the
base Sport England figures. All these costs are set out for guidance.
7.10 Also in relation to the site specific costs, the District Council has been informed by Norfolk
County Council there are costs of constructing an access road to the Trap Lane site
(identified as the preferred site) which are at least £100,000 (2012 prices) and potentially
much higher.
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47
7.11 In relation to the recommendation concerning the re-provision of a new swimming pool
in Sheringham, the defined scale of project and facility mix is a 25m x 6 lanes main pool
and a 100sq metre learner/teaching pool. Plus on the dry side a health and fitness suite
with a 50 station gym and a dance studio.
7.12 To provide a financial context, the capital build cost of the facility scale described and
based on the Sport England Affordable Swimming Pools model is £4.7m for the pools
and changing , plus £1m for the gym and dry changing based on an additional 500600sq.m of building. The Sport England costs are however at 3rd Quarter 2011 and
including building cost inflation, it would mean a total building cost of between £6.256.5m, today. This is the building costs and does not account for site specific costs such as
ground condition and access. There is a 15% allowance included for external works in
the base Sport England figures. These costs are set out for guidance.
7.13 The main funding sources for delivering the strategy are:

Section 106 developer contributions - this in association with new development to
meet the costs of providing or improving community infrastructure. However this
will be very limited in terms of the contributions that can be generated and the
costs of providing the sports facilities identified in the strategy recommendation
section

Capital Grant funding from local and national agencies such as Sport England,
including its major programmes of capital grant aid for provision and
modernisation of sports facilities. The development of an evidence base, which is
NPPF and Sport England ANOG compliant, certainly ensures there is a robust
assessment in place to support grant aid investment. Experience has shown that
an evidence base which is ANOG compliant and applies the Sport England
strategic planning tools – along with extensive local consultation in the strategy does secure capital investment. The Sport England capital funding programmes
are reviewed regularly in terms of funding levels; criteria and possibly themed
rounds/criteria for investment. Without a doubt investment from Sport England will
require matched capital funding from other organisations and demonstrate a long
term viable business case

Commercial sector funding in return for a long-term leisure management contract
of existing and new facilities. This is a very real opportunity given the Council does
have an existing leisure management contractor in place and there is the
opportunity to review the timing and coverage of future leisure management
contracts. This appears to be the most realistic and major way of financing the
new sports facility requirements identified in the strategy. It is however subject to
detailed feasibility to determine the core business case for long term capital
investment and meeting the whole life costs at any new or re-provided project

Education and Further Education sector: while the previous sources of funding
(including BSF and Primary Schools Programme) have changed and the scale of
the education capital programmes have been reduced, the provision of sports
facilities as new or improved projects on school sites is still a possible key funding
stream. The Department of Education does have a Schools Improvement
Programme. This funding programme is heavily subscribed to. Future funding
rounds maybe themed. Provision for science and languages have been past
themes and it maybe that sports provision is a future theme. This could provide
substantial capital funding

A traditional source for maintaining and modernising the schools provision has
been the Norfolk County Council Capital Works Programme and the planned
preventive maintenance works programme. However this also no longer exists and
North Norfolk District Indoor Leisure Facilities Strategy
48
the capital works funding from the County Council budget is now focused on
ensuring buildings are fit for purpose in meeting statutory health and safety
requirements. There is little if any funding for improvements or modernisation of
buildings.
7.14 It is recognised this is a short list of potential sources of funding for the initial provision or
re-provision of existing sports facilities. The strategy has set out the needs assessment on
what is required. Development of these projects is subject to the next stages of work in
matching the needs assessment to a long term core and viable business case with a
procurement route.
7.15 Finally and to reiterate, recognition of the limited financing opportunities means the
strategy has placed greater focus on making more effective use of the extensive range
of existing facilities by partnership working across all providers to maximize the scope for
greater community use of what already exists. This is the first priority and the assessment
does reflect it as being first.
Monitoring and Review
7.16 It is recognised the strategy is a series of recommendations for the District Council to
consider and then decide how it wished to consult, adopt and deliver the strategy.
Given the current status then the monitoring and review section focuses on the key
evidence base requirements that need to be reviewed and updated.
7.17 Monitoring and review of the indoor strategy is as important as the creation of the initial
strategy. Monitoring is essential if the strategy is to successfully deliver improved provision
of indoor sports and recreational facilities over the longer term. Monitoring and review
represents the final stage in the Assessing Needs and Opportunities Guidance produced
by Sport England.
7.18 The needs assessment reports that underpin the strategy are from data compiled and
analysed in 2014/15. This does provide a robust evidence basis on which to evaluate
current and future supply, demand, access and availability of the sports and
recreational facility stock. It is however essential to keep this under review and to monitor
changes, and the implications of these changes.
7.19 Priorities will change over time as the strategy is delivered and new issues and challenges
emerge. Furthermore, it is essential to evaluate the implications of actions taken and the
knock-on effect on the overall strategy and its associated priorities. While the strategy
vision should therefore remain consistent over the defined period, the action plans
should be dynamic and responsive to change.
7.20 Monitoring and review of this strategy should be undertaken as follows;

Ongoing monitoring of changes to the database. This is usually regarded as an
onerous and tedious task. However for all 7 facility types included in the strategy
Sport England does update the database regularly and this is available on line to
the District Council. In effect therefore it is not about reviewing and updating data
but much more about ensuring that an officer in the Council is: aware of the Sport
England Active Places Power (APP) database, has access to it (which is organised
through Sport England and set out in the APP section of their web site); understands
how the database works and can interrogate the data
In effect, it is an electronically updated source of data for the facility types in the
strategy (and other facility types), which can be accessed and manipulated for
any particular purpose from now on. Should the District Council wish to undertake
a refresh of any findings for any facility type then it will be important to use the
North Norfolk District Indoor Leisure Facilities Strategy
49
latest database but also do a bespoke review of the data at that time. This is not
onerous

Assessing the impact of demographic changes and new population estimates. The
needs assessment and strategy is based on the 2014 population and its distribution
across North Norfolk. It then projects forward to 2021/2026 based on the projected
population growth. Should the population projections change significantly – a very
unlikely occurrence - then the assumptions about demand changes from
assumptions about the active population would need to be reviewed

Reviewing participation/frequency of participation rates. The needs assessment is
based on Sport England and National Governing Bodies of Sport participation and
frequency of participation rates. The assumption in the strategy is that these
participation/frequency rates do not change. It is possible to monitor participation
trends for specific sports and for specific facility types for each local authority area
through the Sport England Active People Survey. It is also possible to monitor
changes by age and gender across all sports for 14 +, also at each local authority
area level. So changes in participation can be reviewed and can be compared
in trend terms to participation rates since October 2006. It is acknowledged and
as reported in the strategy that participation data at the North Norfolk level is only
available for a few facility types and for age and gender participation. The
geographical area applied to the North Norfolk assessment is set out in the strategy
for each facility type
Overall though it is possible to put annual change into a longer time perspective.
The findings in the strategy on facility needs are valid within a 5% change in
participation up or down. It is unlikely that there will be this magnitude of change
between 2014 – 2026. In effect this is almost a 0.5% annual change in participation
up to 2026. It will still be important however to monitor the changes in the rates
and frequencies of participation as there can be specific changes caused by the
popularity of particular activities or the promoting of particular activities, for
example the growth of spinning classes. This can create pressure for more access
and facility time at venues. These changes can usually be absorbed by
programming changes and not require additional provision of facilities

Monitoring the delivery of the recommendations and identifying any changes that
are required to the priority afforded to each action. This is the most important part
of monitoring and, in effect, it is monitoring the delivery of the strategy. It is assumed
that North Norfolk District Council will take the responsibility for doing this. It should
be an annual review, set against the generic and facility specific
recommendations. The life span of the strategy is to 2026 (we consider although
the brief does say 2036) and the projects reflect that timescale. That does not
mean that it is an 11 year work programme to work through - as given - but the
needs and projects are not for just the next 1- 2 years either. An annual review
against progress and delivery of projects, set alongside changes, which have
arisen, is the suggested approach. A refresh of the major findings, delivery and
directions set in the strategy could be undertaken in 5 years’ time, or, in line with
any local planning reviews and the need to update local planning policies. The
North Norfolk District Council decision to establish the providers and operators
group could be constituted to be a standing working group of all stakeholders to
monitor the strategy?

Analysis of funding sources and new funding opportunities for the
provision/improvement of sports facilities. The needs assessment reports do
provide a profile of adult participation in sport and physical activity. This can be
used as the evidence base to support grant aid applications – as much as the
facility needs assessments. They are adaptable reports and which can be used to
North Norfolk District Indoor Leisure Facilities Strategy
50
support not only local authority major bids for new projects but also to support
individual schools and clubs for grant aid to upgrade changing accommodation.
Familiarity with the content of these needs assessment reports does provide the
evidence base to support grant aid bids. The hard work is done; the application is
now s for officers and sports clubs/organisations to use the data.
North Norfolk District Indoor Leisure Facilities Strategy
51
Appendix 1:
Key Documents Review
April 2015
Neil Allen Associates Registered Office:
20 Brook Road, Lymm, Cheshire, WA139AH
A limited company, registered in
England and Wales no. 616528
Appendix 1: Key Documents Review
Introduction
This appendix sets out in table 1 below the key findings from the review of key documents
which provide a context for the North Norfolk District Indoor Leisure Facility Strategy. The
strategy has to take account of the strategic and corporate planning policy planning
documents of the Council. The key objectives of these documents and relationship to the
Leisure Facilities Strategy is set out in the Strategy document.
This appendix provides a short review of the key content of each document (first column)
and then how these key findings impact on the leisure facilities strategy (second column). It
is a reference appendix for the strategy.
Key content of each document
North Norfolk Corporate Plan 2012 - 2015
Key priorities of the Corporate Plan
(1)To boost employment and create more jobs.
(2) To enable the provision of new homes and
the infrastructure that goes with them.
(3) To protect our coastline and the character
of our countryside and built heritage.
(4) To empower individuals and local
communities to have a greater say in their own
futures.
(5) To reform the organisation to deliver high
quality services that achieves our priorities in an
efficient manner that represents good value for
local taxpayers.
Priorities have 5 topics and sets out what the
Council will do. (1)Jobs and the local economy
(2) Housing and Infrastructure. (3) Coast
,Countryside and Built Heritage (4) Localism (5)
Delivering the Vision
Delivering the Vision describes corporate
governance of the Council and actions to
make the Council operation more effective.
The action plan sets out what the Council will
do over each of three financial years 2012 – 13
to 2014 – 15 under the 5 priority topics.
Relationship of content to the North Norfolk
Indoor Leisure Facilities Strategy
Under vision the plan sets out NNDC leadership
but also recognition that opportunities for parish
and town councils and other voluntary groups
and organisations are integral in their ideas,
plans and initiatives for their communities.
Maybe an opportunity to determine EXPLICTLY
who does what in leisure services provision and
operation. Key role of the Council in major
provision and third sector in smaller scale
facilities which are club and community based.
The priority section and the five areas of work for
the Council list “what we will do”. No reference
of indoor leisure facilities under any heading. If
needs assessment identifies the need to protect
buildings/sites because of importance of
location and need then opportunity to include
these under headings 1 and 2 in an update of
the Council’s annual Action plan or a future
Corporate Plan.
Under the action plans for each year the
Localism priority topic lists support for Holt and
other areas to develop neighbourhood plans
and NNDC will respond positively to proposals
from Town and Parish Council to take over the
running of services.
No specific actions in the three plans for the
indoor leisure facilities included in the strategy
content range, or other facility types
North Norfolk District Indoor Leisure Facilities Strategy:
Key Documents Review
1
Key content of each document
Relationship of content to the North Norfolk
Indoor Leisure Facilities Strategy
North Norfolk Sport and Active Leisure Strategy 2010 - 2015
Strategy aims to set the strategic direction for
the provision of sports and leisure facilities and
services in the district over the 5 year period
with a review in 2013.
Vision is to promote an active lifestyle for
quality of life and develop a sporting network
across the district.
The strategy sets out the national and local
sporting
organisational
framework
and
delivery, plus the District Council corporate
planning framework. It sets out and describes
the indoor sports facility provision, operation
and delivery themes the Council works with.
The needs assessment references the condition
surveys of the Council’s three owned facilities
and application in future asset management.
The strategy sets out its financial strategy and
specific interventions required to improve
economic performance
The strategy sets out 4 strategic aims with
objectives and actions for each one. Aim 3
concerns developing a local infrastructure.
Actions are to improve financial performance
and
re-negotiate
the
Community Use
Agreements
and
leisure
management
contract.
The strategy is clear in setting out the policy
context for development of sport, the provision
of stock and key organisations in the
development and delivery of sport across the
district.
There is not a lot of use of evidence to profile
what sports and physical activity participation
looks like in the District eg who participates, how
often, what are the most popular sports/activites
and what is the scale of NON participation by
age, gender and location. For example use of
Active People data and market segmentation
data or use of health data on incidences of
major illness and the impact increased
participation has on reducing the cost and
incidence of major illness – specifically with the
District.
In effect using evidence to make the case for
sports and physical activity and what it means in
the District. Then use of evidence to signpost
and direct where intervention is needed to
create a more active lifestyle amongst residents
and where intervention is most effective in terms
of sports development and/or facility operation.
Set the baseline of what it looks like now for
specific actions and then be able to measure
impacts and achieve change.
The leisure facility strategy needs to first present
this profile of sports and physical activity
participation, non participation and health
profile and as overlay/context for the sports and
leisure facilities strategy.
North Norfolk District Indoor Leisure Facilities Strategy:
Key Documents Review
2
Key content of each document
Relationship of content to the North Norfolk
Indoor Leisure Facilities Strategy
North Norfolk Health Strategy 2011 - 2015
Content focus is on organisations taking No use of actual evidence setting out the
responsibility for health and social care in the health profile of the district eg incidences of
context of reducing finances, increasing major illnesses. The health profile is a nationally
demands on public health services. Objective produced evidence base for each local
is for NNDC to set out what it will do authority does include sports and physical
strategically to improve health services.
activity data.
Document sets out 3 aims for NNDC over the
plan period and that actions and priorities will
be evidence and outcome based. Reference
to key legislation as the content range for the
strategy
North Norfolk Health profile for 2014 does
provide the evidence base for the District on all
health indicators and sets out trends in
changes in health inequalities
There is an opportunity to overlay the national
profile with the North Norfolk data and health
evidence base for sport and physical so as to
inform the strategy and (possibly) direct actions
to increasing sport and physical activity to help
achieve the strategy objectives. For example
use of the Index of Preventive Illnesses data to
set out the incidence of major illnesses in North
Norfolk and relate this to how rates of increased
sports and physical activity can reduce
incidences of these illnesses.
Also use the spatial mapping to identify areas of
the district with overweight/obese population
and so target interventions.
The strategy does not develop the Active
People and market segmentation data to set
out the scale and trends in participation and
non participation in sport and physical activity as
context for the strategy and where to target
actions and interventions to meet the strategy
aims. Use of data on which are the most popular
sports played and the age, gender profile of
participation in the District are all important
evidence to collectively help make the case for
the strategy. Plus it sets out the scale of the
challenge to increase participation and achieve
the overall objective of the strategy.
This profile of participation needs to be
developed as the essential context for the
indoor leisure facilities strategy.
North Norfolk District Indoor Leisure Facilities Strategy:
Key Documents Review
3
Key content of each document
Relationship of content to the North Norfolk
Indoor Leisure Facilities Strategy
North Norfolk Local Development Framework Core Strategy 2008 - 2021
The strategy recognises the major role played
by Cromer, Fakenham and North Walsham as
larger
service
centres,
and
Principal
settlements where 75% of employment land
and 50% of new housing will take place and
the
complementary
roles
of
Cromer,
Sheringham and Holt in relation to the provision
of employment, retailing and services for the
central area of North Norfolk.
The Sustainability Appraisal Report contains the
evidence base for the Core Strategy but there
is no evidence base for indoor sports and
leisure facilities. Hence there are no policies
put forward for indoor leisure provision in the
Strategy itself.
There are 6 core strategy main subject area
spatial polices. Policy SS 4 Environment relates
to leisure provision and sets out to protect open
space from development
Norfolk Tourism SWOT Research 2014
The study is a SWOT analysis under 8 separate The North Norfolk Tourism Strategy 2005 (Scott
headings of findings from 1600 respondents Wilson Consultants) has not been updated by
aged between 18 – 65+ to a questionnaire the Council. It was agreed it would not be
survey undertaken in 2014. It is a Norfolk County included in the documents review but two
study. Headings included: awareness of subsequent documents: the Norfolk Tourism
Norfolk; typical visitors and visitor habits; SWOT Research 2014and the; Destination
perceptions and motivations to visit; barriers to Management Plan 2014 – 2019 would be
overcome; and future visits.
included.
Key findings which relate to the Indoor Leisure
Facilities strategy are: over half of all visitors Study is Norfolk wide and not specific to
were from the East of England with 42% of all particular areas/attractions such as sports
visitors within a 2 hour drive time.
facilities. Over half of visitors are from East of
England and therefore (maybe) less likely to use
Awareness of Norfolk was mixed two thirds of sports facilities if that are day trippers.
people knew where Norfolk was when
presented with a blank map of the UK. No
specific
topics/questions/responses
Greatest awareness in order is: Norwich 42% of concerning indoor sports facilities. However 20%
respondents; The Broads 32%; Great Yarmouth of respondents did cite sports as an
28% and north Norfolk was 4 th highest at 24% interest/hobby. Sport is not defined between
with Kings Lynn and West Norfolk at 22%.
indoor/outdoor or type of activity.
Under the hobbies and interests findings 20% of
respondents referenced a sport which was the
6th highest response category.
June most popular month for day and stay
visitors followed by May, July and August (latter
two months for GY and Broads visitors)
Most popular months for day and stay visitors are
in order June, May July and August. Not months
to attract visitors to use indoor sports facilities,
possibly pools on wet weather days.
Sports facilities indoor or outdoor is not a
category included in visitor attractions, Indoor
attractions Indoor attractions (not defined) was
North Norfolk District Indoor Leisure Facilities Strategy:
Key Documents Review
4
14 visitor attractions were listed as reasons for
visits. Beaches and coast at 68% of al
respondents had the highest response. Sports
facilities are NOT listed as a category with any
responses.
Taking part is a specific topic. This had 1,315
respondents and the specific question was “on
any of your visits to Norfolk which of the
following (15) activites have you done/been
to”?
Key recommendation/finding Don’t assume
build it and they will come. Visitors need to
know what exists and it has to be marketed
tailored to the various types of visitors, their
reasons for visiting and what they like to do.
cited by 19% of respondents. Appears unlikely
that tourists consider indoor sports facilities as an
attraction/reason to visit but may use once here
but not clear/high awareness.
Specific question on taking part which asked
which activites have you done whilst in Norfolk.
15% of 1,315 respondents said indoor
sports/swimming pools. This is the third highest
response category. So does appear that once in
Norfolk then visitors will use sports facilities.
Walking had the highest response at 48% and
28% said they did none of the 15 activites.
Key recommendation is supply lead facilities are
not a good basis on which to base usage.
Awareness of the various types of visitors/reasons
for visits etc is the basis on which to develop an
evidence base for provision – so the demand
side focus not the supply side.
Destination Management Plan North Norfolk Coast and Countryside 2014 - 2019
A management plan with priorities for 2014 –
2019 aiming to increase the popularity of the
area as a visitor destination. The plan focuses
on activities to improve the volume and value
of tourism.
Content focus is on (1) improved marketing to
highlight the quality of the are to tourists (2) coordination of tourism products not free
standing/overlapping initiatives and products
(3) promote key towns and villages
Report list four priorities for action over the five
year period. All priorities are about improving
communication and product development
Geographical coverage is North Norfolk and
West Norfolk
Report describes the issues and data on barriers
to increasing tourism. Focus is on better coordination and public sector management of
tourism information and coordination of activity.
Report highlights the importance of improving
travel connections and updating key data on
what works well what does not work well across
the sector - not for individual activites.
None of the content or priorities relate to indoor
(or outdoor) sport and recreation in either
facilities or activities.
North Norfolk District Indoor Leisure Facilities Strategy:
Key Documents Review
5
Appendix 2:
Population, Participation and NonParticipation in Sport and Physical Activity
April 2015
Neil Allen Associates Registered Office:
20 Brook Road, Lymm, Cheshire, WA139AH
A limited company, registered in
England and Wales no. 616528
Appendix 2: Population, Participation and NonParticipation in Sport and Physical Activity
Introduction
The project brief sets out a requirement to develop the indoor facilities strategy to support sport
and physical activity in its own right and also contribute to the Council’s sport strategy 2010 –
2015. It also sets out a requirement of the strategy to contribute to the Council’s Health Strategy
2010 – 2014 and the Council’s public health agenda requiring it to deliver healthier lifestyles and
achieve positive health outcomes.
Finally the strategy needs to contribute to the Council’s Corporate Plan 2010 – 2015 and the
specific role of promoting a positive image of North Norfolk as a premier visitor destination and
maximise the potential of the District’s tourism assets, of which the indoor facilities are an integral
part.
The one thing that underpins all these strategies is people and therefore if the assessment of
need for the seven sports facility is going to contribute to all these strategies it needs to start with
people and understand.

Who participates in sport and physical activity: how often; in what type of activities; their
motivations and barriers for increasing participation?

How does the profile of participation vary across North Norfolk spatially and by sports or
activities?

How does participation differ by age and gender?

What is the scale of complete INactivity in any form of sporting or physical activity
participation?

What are the health costs of Inactivity and how could increased participation contribute
to reducing these costs?

Which are the most popular sporting activities?

To consider how these findings have changed over time and is North Norfolk becoming
more active, by how much and in which type of activities?

To consider how the findings for North Norfolk compare with other authorities
If we know what the hard evidence data is saying about the profile of sports and physical
participation across the authority then we can match this up against the sports facilities – are
they the right type of sports facilities for the participation profile? Are the facilities located in
areas where the people living in those areas do the sports activities which the facilities provide?
We can also use this data in consultation to understand the relationship between what the data
says and what is happening on the ground.
Content for this Section
The sequence of contents for this appendix are:

the demographic profile of North Norfolk

North Norfolk’s adult and young peoples’ participation in sport and physical activity, from
the Sport England Active People survey (APS) and focusing on the once a week measure
over APS 1 – 8 (2005 - 06 to 2013 - 14);
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
1

spatial analysis of sport and physical activity participation and the spatial profile of the
health of residents across North Norfolk. Where are the areas of highest participation
and how do these areas compare to the health of residents;

impacts of the levels of sporting and physical activity and INactivty on health and the
health costs of inactivity; and

profile of adult sports participation for North Norfolk based on the Active People market
segmentation data and findings.
Demographic Profile for North Norfolk
The data used for the population assessment in North Norfolk is the 2013-based Population
Projections dataset from 2013-2037 by five year age group and gender, available on Norfolk
Insight. The provisos are as follows:

Data notes: Long-term sub national population projections are an indication of the
future trends in population by age and sex over the next 25 years. They are trendbased projections, which mean assumptions for future levels of births, deaths and
migration are based on observed levels mainly over the previous five years. They show
what the population will be if recent trends continue

The projected resident population of an area includes all people who usually live there,
whatever their nationality. People moving into or out of the country are only included
in the resident population if their total stay in that area is for 12 months or more, thus
visitors and short-term migrants are not included. Armed forces stationed abroad are
not included, but armed forces stationed within an area are included. Students are
taken to be resident at their term-time address

The projections do not take into account any policy changes that have not yet
occurred, nor those that have not yet had an impact on observed trends. They are
constrained at the national level to the national projections published in November
2014.
Main Findings
The current (2014) population of North Norfolk is estimated at 102,600, of which 48% are men
and 52% women. The overall population structure is as follows (comparisons extrapolated
from Sport England’s Local Sport Profile and compared with the national average).

Slightly higher proportion of females than average, due to aged population

Fewer people in the 16-19 age group

Fewer people in the 20-24 age group

A lot fewer people in the 25-34 age group

Fewer people in the 35-49 age group

More people in the 50-64 age group

A lot more than the national average of pensioners (i.e. those over 60/65), – 35% are
over 65 compared with about 20% nationally and regionally, and particularly in the 75+
group.
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
2
In many cases the differences with the national and regional averages are quite marked.
The North Norfolk population in 2014 and estimated population in 2021 and 2026 with five
year age bands and by gender are set out in Table 1 below
Table 1: North Norfolk Population in 2014 and estimated Population in 2021 and 2016, with 5
age band splits and gender breakdown
2014
Male
%
0 to 4
2300
4.6
5 to 9
2300
4.6
10 to 14
2300
4.6
15 to 19
2600
5.2
20 to 24
2100
4.2
25 to 29
2300
4.6
30 to 34
2200
4.4
35 to 39
2000
4.0
40 to 44
2700
5.4
45 to 49
3200
6.4
50 to 54
3400
6.8
55 to 59
3600
7.2
60 to 64
3900
7.8
65 to 69
4600
9.3
70 to 74
3600
7.2
75+
6600
13.3
Total
49700
Active population
6 to 55
Inactive population
0 to 5
Inactive population
56+
Inactive population total
Female
2200
2200
2200
2500
2100
2200
2100
2100
2800
3400
3700
3800
4200
4900
3700
8700
52800
%
4.2
4.2
4.2
4.7
4.0
4.2
4.0
4.0
5.3
6.4
7.0
7.2
8.0
9.3
7.0
16.5
Total
4500
4500
4500
5100
4200
4600
4300
4100
5600
6600
7100
7300
8100
9500
7300
15300
102600
51150
5410
46040
51450
%
4.4
4.4
4.4
5.0
4.1
4.5
4.2
4.0
5.5
6.4
6.9
7.1
7.9
9.3
7.1
14.9
50
5
45
50
2021
0 to 4
5 to 9
10 to 14
15 to 19
20 to 24
25 to 29
30 to 34
35 to 39
40 to 44
45 to 49
50 to 54
55 to 59
60 to 64
Male
2300
2500
2600
2300
1900
2200
2400
2400
2400
2700
3400
3900
4000
%
4.4
4.8
5.0
4.4
3.7
4.2
4.6
4.6
4.6
5.2
6.6
7.5
7.7
Female
2200
2400
2500
2100
1800
2200
2300
2400
2400
2700
3700
4200
4300
%
4.0
4.4
4.6
3.8
3.3
4.0
4.2
4.4
4.4
4.9
6.8
7.7
7.9
Total
4500
4900
5100
4400
3700
4400
4700
4800
4800
5400
7100
8100
8400
%
4.2
4.6
4.8
4.1
3.5
4.1
4.4
4.5
4.5
5.1
6.7
7.6
7.9
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
Change in
totals 2014-21
%
0.0
8.9
13.3
-13.7
-11.9
-4.3
9.3
17.1
-14.3
-18.2
0.0
11.0
3.7
3
65 to 69
4000
7.7
70 to 74
4500
8.7
75+
8400
16.2
Total
51800
Active population
6 to 55
Inactive population
0 to 5
Inactive population
56+
Inactive population total
4300
4800
10300
54700
7.9
8.8
18.8
8300
9300
18600
106500
49940
5480
51080
56560
7.8
8.7
17.5
47
5
48
53
2026
Male
%
0 to 4
2200
4.1
5 to 9
2500
4.7
10 to 14
2700
5.1
15 to 19
2500
4.7
20 to 24
1800
3.4
25 to 29
2100
3.9
30 to 34
2300
4.3
35 to 39
2500
4.7
40 to 44
2600
4.9
45 to 49
2600
4.9
50 to 54
3000
5.6
55 to 59
3800
7.1
60 to 64
4400
8.2
65 to 69
4400
8.2
70 to 74
4000
7.5
75+
10000
18.7
Total
53400
Active population
6 to 55
Inactive population
0 to 5
Inactive population
56+
Inactive population total
Female
2200
2400
2600
2400
1700
2000
2200
2600
2600
2700
3100
4100
4700
4600
4200
12100
56200
%
3.9
4.3
4.6
4.3
3.0
3.6
3.9
4.6
4.6
4.8
5.5
7.3
8.4
8.2
7.5
21.5
Total
4400
4900
5300
5000
3500
4100
4600
5100
5200
5300
6000
8000
9100
8900
8200
22100
109600
49620
5380
54700
60080
%
4.0
4.5
4.8
4.6
3.2
3.7
4.2
4.7
4.7
4.8
5.5
7.3
8.3
8.1
7.5
20.2
45
5
50
55
-12.6
27.4
21.6
3.8
-2.4
1.3
10.9
9.9
Change in
totals 2014-26
%
-2.2
8.9
17.8
-2.0
-16.7
-10.9
7.0
24.4
-7.1
-19.7
-15.5
9.6
12.3
-6.3
12.3
44.4
6.8
-3.0
-0.6
18.8
16.8
The 16+ population has increased since 2007, while younger people have decreased in
number – the overall increase in population since 2007 has been about 5%, which
corresponds with the national and regional average.
There are also the following:

small proportion of non-white residents (less than 1%); and

larger proportion of disabled people, again a reflection of the aged population.
Future population - The total population is projected to rise from 102,600 in 2014 to 106,500 in
2021 (3.8%) and 109,600 in 2026 (6.8%). The proportion of females to males will remain higher.
Over the two periods, the population is estimated to change as follows:

by 2021, increases in 5-14, 30-39, 55-64 age groups, with the biggest increase in 70+ of
23%. Decreases in 15-29, 40-49 and 65-69; and
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
4

by 2026 (compared with 2014), increases in 5-14, 30-39 and 55+, with the biggest
increase in 75+ of 44%. Decreases in 5-9, 20-29 and 40-54.
Implications for sports participation - If these changes are analysed in accordance with the
different age groups that generally take part in different sports, the situation is expected to
be as follows (percentages rounded):
Age group
Total population
Active population (6-55)
Inactive population (0-5, 56+)
Junior sport (10-19)
Adult indoor sports (20-44)
Veterans sport e.g. bowls (45- 74)
Change 20142021
+4%
-2%
+10%
-1%
-2%
+2%
Change 20142026
+7%
-3%
+17%
+7%
-1%
-1%

While the total population is estimated to rise by 4/7% to 2021/2026, for the purposes of
participation in sport, the active population (i.e. those aged between 6 and 55 who
are more likely to take part in sport) is projected to fall by 2-3% over the same periods,
while the inactive population rises by 10-17%

As a proportion of the total population, the active population falls in total numbers
from 51,150 in 2014 to 49,940 (2021) and 49,620 (2026). In percentage terms this
represents a drop from 50% of the total population (2014) to 47% (2021) and 45% (2026).
Conversely the inactive population rises by the same percentages

The implications for the main indoor sports are that participation (considered alone
irrespective of any increases in participation as the result of sports development
initiatives) is likely to decline for adults, but increase slightly for young people (although
the built indoor facilities considered in this assessment and strategy tend to be relatively
less well used by juniors under 20)

The major increase in the individual age groups (i.e. over 75) is unlikely to have any
significant impact on participation, as most people at this age no longer take part in
sport. The sports that are most relevant to older people (e.g. bowls and tennis) are
unlikely to increase participation much as the changes in the age groups from 45-74
are relatively small.
To summarise therefore, there is likely over the period of the strategy to be an overall decline
in demand for sport of about 2-3% compared with the increased population of 4-7%, a
longer term increase in demand for junior sport, a small decrease in demand by adults for
indoor sports and limited impact on sports suitable for older people including bowls. In terms
of overall demand for the facilities that are being considered in this study, population
change is unlikely to result in increased demand by itself, but must be considered alongside
targets and development initiatives put in place by North Norfolk District Council clubs, NGBs
and others to increase overall participation rates.
Other summary findings on the demographic profile are;

unemployment levels are above the national level;

deprivation levels – from the Index of multiple deprivation shows that North Norfolk
ranks 14/56 in the region, and 150/35 in England, therefore overall deprivation is
surprisingly high;
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
5

young people not in education, employment or training and for which there is only a
Norfolk County figure are higher than for England (6.3% compared with 5.6%
nationally);

income levels – there are more people in North Norfolk within the middle/low-income
band of £19-20000 pa; and

education – there are lower numbers than average with a degree or having reached
higher education.
Sports and Physical Activity Participation in North Norfolk
The first stage is based on findings from the Sport England national survey of adult sports
participation, the Active People Survey (APS).
From this assessment of sports and physical activity participation it is possible to identify
options to better match the sports participation profile to the future needs for indoor sports
facilities. Simply put, the provision of sports facilities should respond to identified need and
demand for specific and popular activities at appropriate locations.
Sport England’s Active People Survey provides the most comprehensive assessment of levels
of sports participation across the country at a local authority, county, regional and national
level. It measures a range of performance indicators including participation levels,
volunteering and satisfaction with local sports provision. It also measures participation in
particular sports and activities and allows for an analysis of participation according to
gender, disability, ethnicity and other demographic indicators.
As well as participation, it is also possible to measure non-participation using Active People.
This makes it possible to identify those sections of the population most in need of intervention
in order to increase their participation in sport and physical activity. The annual survey results
can be used to identify general patterns and trends in participation across years.
Related to sports activity is also INACTIVITY and the impact this has in terms of the health
benefit and disbenefit. The health impact of physical inactivity survey (HIPI) uses estimates of
local levels of physical activity taken from the Sport England Active People survey.
It models the potential benefit from increased levels of physical activity has on reducing the
levels of preventable death from specific levels of activity, if 100%, 75%, 50% or 25% of the
local population undertake the UK Chief Medical Officers’ recommended levels of physical
activity. These are national sources of evidence applied to North Norfolk.
Collectively all these sources of data provide a rounded assessment of findings on the overall
adult profile of sports and physical activity participation (Note this is for 16+ ages but the AP 8
survey which commenced in October 2013 has started to measure participation by the 14 –
16 age group.)
Sport England’s Active People Survey: Findings and Trends on Adult Sports and Physical
Participation in North Norfolk
The findings for presenting adult participation in sport and physical activity for North Norfolk
are presented using the benchmark measure of once week participation. In the past few
years the benchmark measure adopted for measuring adult sports and physical activity
participation has changed to once a week participation of 1 x 30 minutes of moderate
intensity activity. This is applied by Sport England in sports policy and its assessment of funding
awards. Any sport included in the ‘1 x 30’ sport indicator has to be undertaken for at least 30
minutes at least once a week and at least moderate intensity.
North Norfolk District Indoor Leisure Facilities Strategy:
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6
The ‘1x30’ sport indicator does not include recreational walking or recreational cycling (as
the former NI8 indicator did). It does include more organised and intense/strenuous walking
activities: Backpacking, Hill Trekking, Cliff Walking, Gorge Walking, Hill Walking, Rambling,
Power Walking and sport ‘walking’.
The ‘1x30’ sport indicator does include light intensity activities for those aged 65 and over: (in
recognition that for people of this age, they can be considered moderate intensity) yoga,
pilates, indoor and outdoor bowls and croquet).
To provide a comparative context for the North Norfolk findings the results for two of the
District’s ONS comparator authorities have also been included. After discussion with the
project sponsor, the authorities selected are being East Devon and West Dorset. ONS
comparator authorities have the same demographic, economic and social features as each
other. They provide a more balanced comparative assessment than comparing findings to
the local geographical neighbours.
The first assessment is for the rate of adult participation over the period of the APS surveys
from APS 1 in October 2006 – October 2007, to APS 8 October 2013 – October 2014.
Chart 1: Rate of Adult Participation in Sport and Physical Activity based on once a week
measure for North Norfolk, West Dorset and East Devon
The chart shows the North Norfolk rate of adult participation (yellow line) has increased
slightly over the period of the Active People (AP) surveys. In October 2006 there were 30.3%
of the North Norfolk adult population participating at least once a week. By AP 8 in October
2014 the rate had increased to 32.3% of North Norfolk adults participating at least once a
week. So an increase in participation of 2% over the eight year period.
In between the rate has been as high as 34.4% in October 2009. In October 2010 it had
decreased to 26.7% of the North Norfolk adult population participating at least once a week.
It has risen over the past four years from 26.7% in October 2010 to 32.3% in October 2014. So a
four year trend increase and by an impressive 5.6% over the period.
The North Norfolk rate of once week participation in October 2006 is below East Devon
which is 31.9% of their adult population participating at least once a week and West Dorset
which is at 31.3% of their adult population participating.
North Norfolk District Indoor Leisure Facilities Strategy:
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Their rates of participation have fluctuated more than North Norfolk and by AP the East
Devon rate (blue line) is 34.4% and some 2.1% higher than North Norfolk. Whereas when
compared to West Dorset (red line) in October 2014 the rate is exactly the same as North
Norfolk at 32.3%.
In short over the eight year 2006 – 2014 AP survey period the North Norfolk rate of adult
participation is not too dissimilar to that of two of its comparator authorities. It has tracked the
rate in West Dorset and the East Devon rate has fluctuated but in October 2014 it is some
2.1% higher than for North Norfolk.
The same information on rate of once week participation can be set out spatially and for
individual output areas. These findings for North Norfolk first are for AP survey 6 between
October 2011 – October 2012 and is in Map 1 below. The maps for East Devon and West
Dorset follow.
The North Norfolk map does illustrate two distinct levels of participation across the authority.
The areas of highest participation are the output areas shaded light blue and the areas to
the east and south west of the authority. The rate of once a week participation in these
areas is between 37.9% - 42.2% of the adult population. Sport England categorizes this rate as
in the low – middle participation.
The output areas in the remainder of the district are shaded white and in these areas the rate
of once week participation is between 24.9% - 37.8% of the adult population participating at
least once a week. This is classified by Sport England as being in the low category of
participation.
North Norfolk does not have any output areas in the two highest categories of participation
which are between 42.3% - 46.7% (shaded mid blue and middle high) and 46.8% - 69.3%
(shaded dark blue and high). The reasons for the lower rates of participation will be
examined in the following set of findings. Often it is because of the age profile of the
population and an older population with more people in the 45+ age groups results in fewer
people participating and with a lower frequency of participation
Map 1: North Norfolk. Once a Week Adult Participation in North Norfolk by Middle Output
Areas October 2011 – October 2012
North Norfolk District Indoor Leisure Facilities Strategy:
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The East Devon map below like North Norfolk is a district of two halves in terms of
participation. The west half of the district has the higher participation at between 42.3% and
46.7% adult population participating at least once a week (shaded mid blue and middle –
high). Whilst the eastern half of the district has an adult participation rate of between 37.9%
and 42.2% (shaded light blue and low middle). There are 4 output areas where the
participation rate is between 24.9% and 37.8% (shaded white and low).
Map 2: East Devon. 0nce a Week Adult Participation in North Norfolk by Middle Output Areas
October 2011 – October 2012
The West Dorset map of adult participation also shows a similar pattern of two distinct areas
of adult participation. With the larger area being the low to middle participation (shaded
light) blue of between 37.9% - 42.2% of adults participating at least once a week. Then there
is a smaller area of higher middle to high adult participation (mid blue) in the east of the
authority.
Map 3: West Dorset. Once a Week Adult Participation in North Norfolk by Middle Output
Areas October 2011 – October 2012
North Norfolk District Indoor Leisure Facilities Strategy:
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9
North Norfolk sports and physical activity participation by gender
It is important to set out and consider the rate of sports participation by the different
categories of participation as this will influence the North Norfolk indoor sports facilities
strategy. Topics to consider are: is the rate changing and if so by how much; how do these
changes influence the demand for the sports in the North Norfolk sports facilities strategy;
does the programming of facilities need to change to reflect differences in participation by
for example age and gender?
The first topic is participation by gender and how this has changed over the period of the
Active People surveys. This is set out below for both male and female participation over the
period of the Active People surveys. (Note the comparator authorities are not included in this
chart simply because it would be too cluttered to be able to read the findings clearly).
Chart 2: Rate of Adult Male and Female Participation in North Norfolk October 2006 – 2014
Female participation (yellow line) in October 2013 is very close to the level of male
participation at 29.5% of adult females participating at least once a week, compared with
30.5% of adult males participating. So a 1% difference between female and male
participation in October 2013.
This contrasts with a 7.3% gap in October 2006, when female adult participation once a
week was at 26.8% of the North Norfolk population and male participation was 34.1%. Since
October 2011 both rates of participation have been very close.
However between AP 7 October 2013 and AP8 October 20124 there has been a very wide
variation in male participation at 43.65 and female declining to 22%. It will be important to
track these rates as a difference f this scale has important implications for the facility
assessment and the health and wellbeing of females in the District.
The main indoor facilities/activities that females participate in are swimming, keep
fit/dance/exercise classes and gym. Whereas for men it is indoor hall sports, squash indoor
bowling and gym. Swimming is more evenly balanced between the genders but
programming of pools is not based on gender and so there is not the choice to programme
activities to encourage more participation by one gender or another. Whereas hall sports
have a higher participation rate by males than females.
North Norfolk District Indoor Leisure Facilities Strategy:
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10
Male adult participation has declined by 3.5% over the October 2006 – October 2013 period,
from 34.1% participating at least once a week in October 2006 to 30.5% in October 2013. Of
significance is if the change in participation of male decrease and female increase is due to
changes in access and programming of facilities to provide more time for females and this
has directly related to the change. OR, if the change is simply because of increasing
popularity of activities such as dance, exercise and gym and more females doing these
activities and there being enough capacity at the venues to meet this increase, without
programming change.
The changes between AP 7 and AP * do need to monitored very closely to see if it is a trend.
Next is a comparison of male adult participation in North Norfolk compared with East Devon
and West Dorset.
North Norfolk (yellow line) and West Dorset (red line) are consistent in that male participation
tracked the same rate of changes up to 2011. In East Devon male participation (blue line)
has increased by 5.2% % over the seven year period. In October 2014 it is 40.9% and in
October 2006 it was 35.7% of males participating at least once a week.
Chart 3: Rate of Adult Male Participation in North Norfolk, East Devon and West Dorset
October 2006 – October 2014
Next is a comparison of female adult participation in North Norfolk compared with East
Devon and West Dorset
Chart 4: Rate of Adult Female Participation in North Norfolk, East Devon and West Dorset 2006
– 2014
North Norfolk District Indoor Leisure Facilities Strategy:
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11
East Devon like North Norfolk has had an 8% decrease in female participation between
0cotber 2013 and October 2014. Whereas in West Dorset female participation has increased
by 45.4% to 31.8% of females participating.
North Norfolk sports and physical activity participation by sport
It is important to review the findings based on the benchmark once a week measure of adult
participation for the sports facility types in the North Norfolk Indoor Leisure Facilities Strategy.
Is the rate of participation changing in the sports/facility types over time because if it is then
this will impact on the levels of demand for the facilities?
The data for the once a week adult participation rate by facility types is not that extensive in
the Active People survey, when assessed at individual local authority level. The reason is the
sample size of the AP survey coupled with the low participation rate for particular sports, for
example badminton or volleyball. It could be that in any one Active People survey only 2-3
respondents play a particular hall sport and so making assessments about participation rates
from such a small sample not reliable.
For these reasons Sport England does not categorise the AP findings by all individual facility
types or sports. Sports halls are not included on their own but are included in a category of
indoor facility a type which includes swimming pools.
However swimming because it is one of the highest participant activities with participation
across all age ranges and for both genders it is assessed in AP as a stand alone facility type.
Given these limitations of the data available it is only possible to measure the rate of once
week participation for particular facility types for: the indoor facility group which is pools and
sports halls; gym; and swimming pools alone. These are set out in this order in charts 5 to 7
below.
Chart 5: Rate of Once a Week Sports Participation for Sports Halls and Swimming Pools. Active
People Surveys for North Norfolk 2006 - 2014
North Norfolk District Indoor Leisure Facilities Strategy:
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12
The rate of participation in hall sports and swimming across the whole adult population in
North Norfolk is virtually unchanged between October 2006 – October 2014. The change is
only 0.4% with 17.8% of the North Norfolk adult population participating in October 2014 and
18.2% in October 2006. It has declined from a peak of 22.4% in October 2009. So no
indication from this assessment as to the activities behind the changes in male and female
participation – it does not appear to be because of a change in this combination of facility
types.
Next is the trend in participation in keep fit and gym activities for North Norfolk
Chart 6: Rate of Once a Week Sports Participation for Keep Fit and Gym from Active People
Surveys for North Norfolk 2006 - 2014
In North Norfolk the rate of participation in gym and keep fit activities has shown an
increasing trend between 2006 and 2010 with participation increasing by 4.5% to 11.8% of the
adult population participating at least once a week. It declined for three years after that but
by October 2014 the rate of participation is 10.2% of adults participating at least once a
week
The rate of take up and decline in gym memberships can be fickle and does respond to
levels of disposable income. This does not appear to be evident thigh as gym participation
increased in the austerity years of 2008 – 2010 by 4.3% and has fallen by 3.5% as incomes
have stabilised.
North Norfolk District Indoor Leisure Facilities Strategy:
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13
Finally the findings for the rate of once a week participation in swimming are set out as Chart
7 overleaf. This also shows a declining rate of adult participation by 1.3% to a rate of 6.3% of
North Norfolk adults swimming at least once a week in October 2013. This overall level of
participation and slight decline is consistent with what has happened nationally. (Note: for
some reason and most likely an insufficient number of respondents to generate a
participation rate the data for AP 8 is not produced)
Chart 7: Rate of Once a Week Sports Participation for Swimming/Pools Active People North
Norfolk 2006 – 2013
Most Popular Sports for Participation in North Norfolk
The most popular sports played as measured by the once a week participation rate for North
Norfolk, East Region and England wide are set out in table xx below. (Note: these are the
geographies which Sport England provides for this measure. Also the measure is once month
participation not once a week)
The key finding is the there is a reasonable correlation between the most popular sports
played and the facility types included in the North Norfolk Indoor Leisure Facilities Strategy.
With three out of the top five most popular activities/facility types included in the strategy.
Swimming is the most popular activity as it is in the Region and England wide – despite a
declining rate of participation in all areas. The rate of once month participation In North
Norfolk is on a par with the Region at 11.4% of the adult population and slightly below the
England wide percentage of 11.8% of all adults swimming at least once a month.
Cycling is the second most popular activity in North Norfolk at 8.4% of the adult population
cycling at least once a month. However in the Region or England gym is the second most
popular activity. Cycling is the third most popular activity in the region and England wide
and slightly below the North Norfolk rate at 8.3% and 8.1% cycling respectively.
Football is the third most popular activity in all three geographies.
Gym is the fourth most popular activity in North Norfolk but with a participation rate of 4.1%
which is less than half the 10% rate in the Region and 10.6% of adults doing gym at least once
a month across the country. The make up of North Norfolk without a major centre of
population and sufficient critical mass to support major gym provision of 80 + exercise stations
maybe a factor in the lower participation. It could be lack of facility provision is a constraint
on gym participation.
North Norfolk District Indoor Leisure Facilities Strategy:
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14
Finally keep fit is the fifth most popular activity in all three geographies. The rate of 2.8% of
adults doing keep fit and exercise classes in North Norfolk is on a par with the regional rate of
3% and the England wide rate of 3.1%. Given the closeness of these participation rates in
each area and importantly in activity similar to gym, it does suggest there is a market for
gym/exercise classes and the reason for the wide variation in gym participation between
North Norfolk, the region and England wide is because of lack of critical mass to provide a
major gym facility.
Table 2: Participation Levels for the Most Popular Sports Played in North Norfolk, East Region
and England wide 2012 – 13
(Source: Active People Survey 7, 2012/13 Measure: Participation rate of the top 5 sports and the number of adults
(16+) that participate at least once per month)
Rate of NON Participation and INactivity in Sport and Physical Activity Participation in North
Norfolk
As well as evaluating the rates of participation by age, gender and sports it is even more
important to evaluate the overall levels of NON participation.
A wider objective of North Norfolk District Council is to encourage a healthy and active
lifestyle as part of everyday life amongst residents and the direct provision of indoor sport
facilities is a means to achieving that end.
Having set out the profile of participation the next topic is what is the size of the challenge to
get people involved who do NOT participate in any form of physical activity and how has
the size of this challenge changed over the years?
Set out overleaf in Chart 8 is the percentage of the North Norfolk population over the 2006 –
14 period who do NOT take part in any form of sport or physical activity.
The rate of total NON participation in sport and physical activity in North Norfolk has
decreased by 0.3% between 2006 – 2014. It was 56.9% in 2006 and is 56.6% of the North
Norfolk adult population who take part in no sport or physical activity in October 2014. The
rate of change has been quite flat over the eight years except between 2009 – 2010.
Overall the size of the task to increase participation has not changed much over the 2006 –
2014 period and still represents over 50% of the adult population in the District.
Chart 8: Rate of Adult NON Participation in Sport and Physical Activity for North Norfolk 2006 14.
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
15
The re-assuring news/task is that the scale of the challenge in the County and Region is not
that different from the scale in North Norfolk and has also flat lined over the eight year
period. The rates of non-participation for the County and England wide are in the chart
below and are for both areas 52.6% of the adult population do not participate at all.
Chart 9: Rate of Adult NON Participation in Sport and Physical Activity for North Norfolk
County and England 2006 - 14
Turning to non-participation by gender, female participation is higher than males at a high
66.5% of females doing no sport or physical activity in 2014. (Yellow line in the chart overleaf).
This compares with 46/1% of adult males doing no activity (blue line). It is usually the case
that female non participation is higher than male.
Over the 2006 – 2014 period the pattern of non participation by both genders has stayed
within a range of 7% (increase) for females and a 9% (decrease) for males.
Chart 10: Rate of Adult NON Participation in Sport and Physical Activity by Males and Females
for North Norfolk 2006 - 14.
North Norfolk District Indoor Leisure Facilities Strategy:
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16
Health Impact of Sporting and Physical Activity and Inactivity across North Norfolk
As mentioned in the introduction creating a healthy and physically active lifestyle is a key
driver for North Norfolk District Council. So it is important to examine the direct health benefits
from increased participation. Evidence for this assessment is provided by the survey of Health
Impact of Physical Inactivity (HIPI).
This HIPI data uses estimates of local levels of physical activity from the Sport England Active
People survey. It models the potential benefit from increased levels of physical activity has on
reducing the levels of preventable deaths from specific levels of activity, if 100%, 75%, 50% or
25% of the local population undertake the UK Chief Medical Officers’ recommended levels
of physical activity.
These findings are based on the 40 -79 age band and so in terms of age bands it starts with a
much later age than Active People and goes beyond the 65+ age band which has been set
out earlier for the profile of adult participation across North Norfolk. The reason for the HIPI
survey selecting the 40 - 79 age range is because it is the age range when the greatest
number of deaths from these illnesses occur.
The second set of HIPI results is up to March 2014 and the findings for North Norfolk are set out
in Table 3 overleaf. Perhaps the surprising finding in the table is that, based on the once a
week rates of adult participation which North Norfolk is achieving, then the levels of
preventable deaths are very low at the range of between 25% and 50% of the adult
population being active.
It is only when the participation rate is at the 75% - 100% of the adult population that the
preventable deaths as a proportion of the total deaths becomes significant. These findings,
allied to the findings that 56% of the North Norfolk adult population in October 2014 do no
activity, does underline the scale of the challenge to create both a healthier lifestyle
amongst residents.
Another slant on the HIPI data is that the HIPI findings are the tip of the iceberg in terms of
benefits because it measures preventable deaths from increased activity. It does not
measure the reduced costs to the health service by not having to treat so many people with
these illnesses because they are more active.
Table 3: HIPI Burden of Illness and Death from Physical Inactivity 40 – 79 for North Norfolk
2014 (footnote 1)
Conditions
Latest
Preventable
Preventable
Preventable
North Norfolk District Indoor Leisure Facilities Strategy:
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Preventable
17
Preventable
through
physical
activity
annual
deaths for
North
Norfolk
deaths if
100% active
deaths if
75% active
deaths if
50% active
deaths if
25% active
497
89
61
32
4
253
11
8
4
0
91
19
13
7
1
73
15
10
5
1
(3)
North Norfolk
Total deaths
Coronary
heart disease
Breast
cancer
Colorectal
cancer
(Source: Public Health England; Health Impact of Physical Inactivity Findings for 2014)
(1) This age range is not one of the standard age ranges for Active People measures of sports
participation. The age range has been constructed for health reasons and the raw AP data extracted
for this age range
(2) Latest annual figures is for deaths registered between 2007 - 2011
(3) The explanation of the definition of what is 100% active (of for other percentages of activity) is not
defined. It is based on the Chief Medical Officer’s definition which in turn might be one of the Active
People measures of activity, for example 1 hour of physical activity once a week, or, 5 x 30 minutes of
moderate intensity activity in sport or physical activity a week
Financial Costs of Activity and Inactivity
Activity is usually measured in terms of participation to create by a more active and healthy
personal lifestyle and the benefits measured in these terms as has been set out. However it is
also possible to measure the financial costs of activity and inactivity.
The HIPI data does not measure financial costs/savings from these major illnesses. It is
however possible from other sources to document the financial costs from the health
impacts of physical activity and inactivity for these illnesses and some others. This is set out in
Table 4 below for No0rth Norfolk and also has the same findings for East Region and England
wide. (Note: the data is for 2009 – 10).
Table 4: Health Costs of Physical Inactivity for North Norfolk, East Region and England wide
2009 -10
East Region
England
Cancer lower GI e.g. bowel cancer
Breast Cancer
Diabetes
Coronary heart disease
Cerebrovascular disease e.g. stroke
Total Cost
North
Norfolk
£89.203
£97,881
£ 343,360
£957,380
£286,407
£1,774,231
£5,853,928
£5,755,887
£19,484,702
£60,186,615
£11,718,678
£102,999,810
£67,816,189
£60,357,887
£190,660,420
£491,095,94
£134,359,285
£944,289,72
Cost per 100,000 population
£1,781
£1,785
£1,817
Disease category
(Source: Sport England commissioned data from British Heart Foundation Health Promotion Research Group for PCTs,
reworked into estimates for Local Authorities Year 2009 – 10)
Possibly the key finding in Table 4 is the bottom row which compares the total cost of these
illnesses for each area. The North Norfolk costs are £1,781 per 100,000 population. This is
North Norfolk District Indoor Leisure Facilities Strategy:
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18
slightly lower than the Regional figure at £1,785 per 100,000 population and slightly below the
England wide figure at £1,817 per 100,000 population. So the higher rates of adult
participation can in part be a factor to the lower costs of treating these illnesses and it helps
to make the case for investment from health into sport and physical activity.
Sports and Physical Activity Participation and Obesity Levels.
The final section on the findings on the health profile of physical activity and inactivity relates
to levels of obesity in adults and children. This is set out because it possible the biggest health
challenge in terms of the increasing numbers of people becoming obese and therefore
where increased sporting and physical activity can have the biggest health impact. It is also
the second highest cost category in the table above.
The most recent findings are from 2012 and it is possible to set out;

how the level of overweight adult and obese children in North Norfolk compares with
the findings for East Region and England wide. Set out in Chart 11 below with the blue
columns representing adult overweight levels and the brown columns the findings for
obese children;

the spatial incidence for adult obesity in North Norfolk and how this compares with
levels of participation and then show how the two differ in scale and location across
the District.
Chart 11 overeaf shows adult overweight in North Norfolk represents 69% of the adult
population and it is 66% in the Region and 63% England wide. So a slightly higher overweight
adult population in North Norfolk.
Whilst for the child percentages in North Norfolk for obesity it is 20% of all children and 18% in
the Region and 19% across the England wide.
Chart 11: Percentage of the Adult Population who are Overweight and the Child Population
which is obese in North Norfolk East Region and England wide 2012
(Source Department of Health Local Authority Health Profiles 2012)
The information on levels of obesity for the adult population can also be presented spatially
to show how this differs across the district. Then relate these findings to the level of sports and
physical activity participation, with both based on the same middle output areas. In effect,
showing how the two compare based on the same geography.
North Norfolk District Indoor Leisure Facilities Strategy:
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Map 4 shows the levels of overweight/obese adults in each of the same output areas. The
areas of highest overweight adults are the lighter blue areas.
Map 5 shows the level of adult sports participation in each middle super output area based
on the NI 8 measure 3 x 30 minutes of moderate sporting or physical activity once a week in
2011. (Note: not the once a week measure of 30 minutes of moderate intensity at least once
a week, which is the measure used in all but one of the charts and tables in the report). The
lowest rates of adult participation are the areas shaded lightest blue and are the same areas
with the highest levels of overweight adults.
There are 2 areas of higher sports participation shaded darker blue in the map on the left
and these have lower levels of overweight and obese adults. The correlation is not surprising
between areas of higher levels of activity and lower levels of overweight adults. What the
two maps show is the areas of the District where intervention is needed to increase activity
by residents and have a health benefit.
Map 4: Excess Weight in Adults by Middle Output Areas North Norfolk 2012 - 13
Middle – High rates of overweight/obese adults with between 66.6% - 69.7% of adults
High rates of overweight/obese adults with between 69.8% - 81.3% of adults
Map 5: Levels of Adult Sports Participation in and Levels of Adult Obesity in Middle Super
Output areas for North Norfolk 2011
Low rates of adult sports participation 24.9% - 37.8% of adults participating based on 3 x 30 minutes of moderate
intensity activity 3 times a week
Low – Middle rates of adult sports participation 37.9% - 42.3% of adults participating based on 3 x 30 minutes of
moderate intensity activity 3 times a week
Sport England Market Segmentation - What is the profile of adult sports participation in North
Norfolk?
The final part of the profile of sports and physical activity participation in North Norfolk
analyses the profile of participation and how this differs across the District. (Note: some of the
market segmentation data is also included in the assessment report to set out the profile of
participation for some of the seven facility types in the North Norfolk strategy).
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
20
As part of the Active People survey findings Sport England analysed the data on the English
population to produce 19 market segments with distinct sporting behaviours and attitudes.
This includes information on specific sports people take part in as well as why people do
sport, whether they want to do sport and the barriers to doing more sport. In addition, the
segments provide information on media consumption and communication channels, social
capital, health indicators including obesity and engagement in the wider cultural sphere.
The power of these sporting segments lies not only in their ability to help us better understand
the characteristics of our potential market but also to explore the market base at differing
geographic levels. It is possible to analyse the market in a particular local authority. Each
segment has been assigned a name which reflects the most popular first names for the
group.
Market segmentation allows us to develop a more sophisticated, tailored approach to
delivering services. In tailoring the service we provide to the customer’s individual needs,
rather than adopting a ‘one size fits all’ approach. It is one of the best tools we have to
improve public services and outcomes.
The market segmentation map, profile and data for North Norfolk is analysed. The content
and sequence are:

a map illustrating the single dominate market segment SPATIALLY in each middle
output area. This does not mean there are not other market segments in each output
area, just that the map only shows the MOST DOMINATE SEGMENT;

a market segmentation chart illustrating the total population for each market segment.
This is more informative than the map because it provides the picture on the make up
of ALL the 19 market segments in a local authority; and

a table which details all 19 market segments as well as information on the proportion of
the authority’s population for each segment. Plus details of the activities that are most
likely to appeal to each segment and information on barriers to increasing
participation and motivation factors affecting them.
Each map, chart and table is followed by an assessment of what it means.
Map 6: Dominant Market Segments in North Norfolk by Location 2012
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
21
There are three dominate market segments across the middle super output areas of North
Norfolk. This is within the usual range of dominate segments for an authority. There are two
segments which are dominate spatially and that is Roger and Joy (shaded dark brown) and
Ralph and Phyllis (shaded blue/grey) between them they are around 90% of the output
areas across North Norfolk. The other dominate segment spatially is Elsie and Arnold (shaded
dark blue).
The population distribution across all 19 market segments is set out in Chart 12 below and is
consistent with the spatial distribution. It shows that the top six seven segments in terms of
population numbers are:

Roger and Joy is the segment with the highest population numbers at around 10,000
people;

Elsie and Arnold have a population of just over 9,000 people;

Philip which is not a dominate segment spatially (shaded light brown) has a population
of 7,500 people;

Ralph and Phyllis have a population of 7,200 people;

Elaine (shaded orange) has a population of 6,400 people;

Tim (shaded yellow) has a population of 6,200 people; and

Frank (shaded mid blue) with a population of 5,000 people.
Chart 12: Market Segments by Population Totals in North Norfolk 2012
To provide population context and comparisons the population numbers for these top seven
dominate market segments by population and the percentage of each segment within the
total adult population for North Norfolk are set out in Table 5 below.
Table 5: Population Numbers and Percentages for Top Seven Markets Segments in North
Norfolk
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
22
Name of Market
Segment
Roger and Joy
Elsie and Arnold
Philip
Ralph and Phyllis
Elaine
Tim
Frank
Age range of
segment
56- 65
66+
46 - 55
46 - 65
46 - 55
26 - 45
66+
Total population
in North Norfolk
10,075
8,754
7,578
7,270
6,420
6,339
5,059
% of total adult
(16+) population
in North Norfolk
12.4%
10.7%
9.3%
8.9%
7.9%
7.8%
6.2%
In summary the findings from the map and charts are:

there are 3 male/female segments, 3 male segments and 1 female segment in the top
seven market segments and these make up 63.2% of the total adult population in 2012;

there is dominance of joint male/female segments in three of the top four segments in
population numbers and these make up 32% of the North Norfolk market segment
adult population in 2012;

the male segments make up 23.3% of the North Norfolk market segment adult
population on 2012;

the one female market segment makes up 7.9% of the market segment adult
population in 2012;

in terms of age bands, none of the top seven segments are below the age of 26. In the
five segments in the 16 – 25 age range there is a higher than the national average rate
of sports and physical activity participation. Also sports/physical activity participation is
an important lifestyle choice for the segments in this younger age band;

in terms of population numbers and age ranges for the top six segments the findings
are:

­
In the 16 – 25 age range there are NO SEGMENTS
­
in the 26 – 35 age range there are NO SEGMENTS
­
in the 26 - 45 age range there is one segment which is Tim and is 6th highest in
population numbers
­
in the 36 – 45 age range there are no segments
­
in the 46 – 55 age range there are three segments which are Philip Ralph and
Phyllis and Elaine
­
in the 56 – 65 age range there is one segment which is Roger and Joy
­
in the 66+ age range there are two segments which are Elsie and Arnold and
Frank
so six of the top seven segments in population numbers in North Norfolk are above 46
years of age. Segments in these age groups have lower than national average rates
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
23
of sports and physical activity participation. Their reasons for participating are for
recreational, social activity and with a strong personal health motivation.
The activities, key barriers and motivating factors for each of the top seven market segments
are in order of population numbers summarised below.

Segment 13 – Early retirement couples Roger and Joy (56 – 65) Roger & Joy are slightly
less active than the average adult population. Roger & Joy have below average levels
of sports participation. 66% of this segment has done no sport in the past four weeks,
compared with 60% of all adults. 38% have participated in sport at least once a week,
which is consistent with other segments of the same age
The top sports that Roger & Joy participate in are keep fit/gym and swimming which
are the most popular sports with 13% of the segment doing these, followed by cycling
with 8% of this segment doing cycling, golf with 6% of the segment playing golf and
angling with 2% of this segment doing angling. Their participation levels are below
average for all these sports, with the exception of golf and angling. Motivations to
participate more are improving health and activity with family. Barriers to increased
participation are transport/access and health

Segment 19 – Retired Elsie and Arnold (60+) Elsie & Arnold are much less active than
the average adult population, but their activity levels are more consistent with other
segments in this age range. They are likely to be doing less sport than 12 months ago,
mainly due to health or injury. The top sports/activities that Elsie & Arnold participate in
are walking, swimming, dancing, bowls and low impact exercise. 7% of this segment
take part in swimming, and 3% do bowls. Motivations to do more are improved
transport and more people to do activity with. Barriers are age and health

Segment 11 – Comfortable Mid-Life Males Philip (46-55). Philip is another relatively
active segment and is the most active segment within this age group. He is likely to
enjoy team sports such as football and cricket as well as indoor activities including
badminton and gym-based activities. Like Tim, Philip is likely to be a member of a club
and to take part in competitive sport. Motivations for this segment include meeting
friends, taking children, keeping fit and enjoyment. Barriers include being too busy,
particularly due to work commitment

Segment 17 – Comfortable Retired Couples Ralph and Phyllis (46 – 65). Ralph and Phyllis
have below average levels of sports and physical activity participation. 71% of this
segment has done no activity in the past 4 weeks compared with the average of 60%
of all adults. 8% have participated at least once a week, whilst 9% have done 3
activities or sessions in the past week. They are likely to be doing the same or less sport
and physical activity than 12 months ago, with health the main issue for those doing
less
The top sports that Ralph & Phyllis participate in are 10% of this group take part in keep
fit or gym, 9% swim, 7% play golf and 4% play bowls. The main barrier to more activity is
given as ‘health, injury or disability’. This appears consistent with the age of the
segment and propensity to have health problems. 40% of this segment has a long
standing illness, disability or infirmity. ‘Other’ barriers (including no opportunity and
economic factors) are also a factor but to a much lesser extent than health

Segment 12 – Empty nest career ladies Elaine (45 – 54) Elaine’s sporting activity levels
are consistent with the national average, and slightly above average for some
indicators. 23% of Elaine’s are likely to be a member of a health club and may also
attend classes – 22% of this segment has received instruction in the past 12 months. The
top sports that Elaine participates in are Keep fit/gym and swimming which are the
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
24
most popular sports with around a fifth of the segment doing these, followed by cycling
(7%), athletics or running (3%), tennis (2%), badminton (2%) and horse riding (2%).
Motivations to participate more are keeping fit and losing weight. Barriers to increased
participation are lack of time and interest

Segment 6 – Settling down Males: Tim (26-45) Tim accounts for 12.2% of Warwick’s adult
population, compared to 8.8% nationally. He is the dominant segment spatially for over
90% of the District. Tim is a relatively active segment who enjoys sport and is likely to
take part on a regular basis. He is likely to be a member of a sports club and to take
part in competitive sport. This segment is motivated by opportunities to improve his
performance, keep fit and meet friends. Those that have children are also motivated
by opportunities to take their children to participate in sport. A major barrier for this
segment is work commitments indicating that facilities with longer opening hours may
help to encourage this segment to participate

Segment 18 – twilight year man Frank (66+). Frank is generally much less active than the
average adult population, but his activity levels are more consistent with other
segments in this age range. He is are likely to be doing the same or less sport than 12
months ago, with health the main issue for those doing less
Some of Franks have done no sport in the past four weeks, compared with the average
of 60% of all adults. 21% have participated in sport at least once a week, which is
higher than other segments of that age (the average of segments 17 to 19 is 12%). A
small proportion have undertaken three sessions of sport a week 9%, compared with
11% of the over 66 age group, or 15% of all adults.
The top sports that Frank participates in are 7% of this group takes part in golf, 6% in
keep fit/gym and 6% in bowls and swimming. Main motivations for Frank are
enjoyment, keeping fit and socializing. Socialising is as important for Frank as all adults,
which may reflect the club environment of his favourite sports. The main barriers to
increased participation are ‘health, injury or disability’. This appears consistent with the
age of the segment and propensity to have health problems. Some 47% of this
segment have a long standing illness, disability or infirmity.
To provide the rounded picture and profile of ALL 19 market segments, their population
numbers, details of the sports/activities most likely to appeal to each segment as well as
information on barriers and motivating factors affecting them are set out in Table 6 below.
The top seven largest segments in North Norfolk in terms of population numbers are shown in
blue.
Table 6: Profile of all 19 market segments North Norfolk 2012
Segment
Total and
(% of adult
population
in North
Norfolk
Forename &
brief
description
Ben
01
3,433
4.2%
Competitive
Male
Urbanites
Gender/age/status
Sports Most
Interested
in
Motivations
Male
18-25
Single
Graduate
professional
Rugby,
Squash,
Windsurfing,
Tennis,
Cricket,
Climbing,
Gym,
Football
Improving
performance
Training for
competition
Social
Enjoyment
Keep fit
Barriers
Time
Interest
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
How to
Increase
Participation
Participation
Profile
Better
facilities
People to
go with
Improved
transport
Most active in
population
Approx. 20%
zero days
25
Segment
Total and
(% of adult
population
in North
Norfolk
Forename &
brief
description
Jamie
02
2,174
2.7%
Sports Team
Drinkers
Chloe
03
3,373
4.1%
Fitness Class
Friends
Leanne
04
2,027
2.5%
Supportive
Singles
Helena
05
3,567
4.4%
06
6,339
7.8%
07
3,039
3.7%
Career
Focused
Females
Tim
Settling
Down Males
Alison
Stay at
Home Mums
Jackie
08
3,212
3.9%
Middle
England
Mums
Gender/age/status
Male
18-25
Single
Vocational
Student
Female
18-25
Single
Graduate
Professional
Female
18-25
Single
Likely to have
children
Student / part time
vocational
education
Female
26-35
Single
Full time
professional
Male
26-45
Single / married
May have children
Professional
Female
36-45
Married
Housewife
Children
Female
36-45
Married
Part time skilled
worker, housewife
Children
Sports Most
Interested
in
Basketball,
Football,
Weight
Training,
Badminton,
Boxing,
Martial Arts
Body
combat,
Netball,
Pilates,
Running,
Aqua
Aerobics,
Tennis,
Gym,
Swimming
Swimming,
Gym,
Aerobics,
Ice Skating,
Dance
Exercise,
Body Pump,
Utility
Walking
Gym, Road
Running,
Dance
Exercise,
Horse
Riding,
Skiing, Tai
chi, Body
Pump,
Yoga
Canoeing,
Cricket,
Cycling,
Squash,
Skiing, Golf,
Football
Swimming,
Badminton,
Aerobics,
Pilates,
Tennis,
Cycling,
Horse
Riding,
Exercise
Bike
Swimming,
Dance
Exercise,
Body Pump,
Ice Skating
(with
children),
Walking,
Aqua
Aerobics
Motivations
Social
Performance
Competition
Weight
Fitness
Losing weight
Activities for
children
How to
Increase
Participation
Participation
Profile
Better
facilities
People to
go with
Longer
opening
hours
Second highest
participation of
all types
Approx. 30%
zero days
Cost
Opening
Hours
Facilities
People to
go with
Active type
30-35% zero
days
Help with
child care
Longer
opening
hours
Cost
Least active of
A but does
participate
40-45% zero
days
Time
People
to go
with
Longer
opening
hours
People to
go with
Very active
type
30-35% zero
days
Time
More free
time
Help with
childcare
Very active
type
25-30% zero
days
Time
Help with
childcare
Better
facilities
Fairly active
type
30-35% zero
days
Help with
childcare
Cheaper
admissions
Average
45-50% zero
days
Barriers
Time
Time
Health
isn’t
good
enough
Time
Losing weight
Keeping fit
Improving
performance
Improve
performance
Keep fit
Social
Taking
children
Losing weight
Keeping fit
Taking
children
Losing weight
Time
Cost
Lack of
interest
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
26
Segment
Total and
(% of adult
population
in North
Norfolk
Forename &
brief
description
Kev
09
2,254
2.8%
Pub League
Team Mates
Paula
10
1,289
1.6%
Stretched
Single Mums
Philip
11
7,578
9.3%
Comfortable
Mid-Life
Males
Elaine
12
6,420
7.9%
Empty Nest
Career
Ladies
Roger and
Joy
13
10,075
12.4%
Early
Retirement
Couples
Brenda
14
2,504
3.1%
Older
Working
Women
Terry
15
2,052
2.5%
Local ‘Old
Boys’
Gender/age/status
Sports Most
Interested
in
Motivations
Barriers
Male
36-45
Single / married
May have children
Vocational
Football,
Darts,
Karate,
Snooker,
Weights,
Boxing,
Fishing,
Pool, Ten
Pin Bowling,
Cricket
Competition
Social
Enjoyment
(ltd)
Perform
Time
Slight
cost
factor
Lose weight
Take children
Cost
Lack of
childcare
Poor
transport
Lack of
interest
Improved
transport
Cheaper
admission
Help with
childcare
Better
facilities
Least active
type within
Group B
Approx. 60%
zero days
Social
Taking
children
Improving
performance
Enjoyment
Time
Lack of
childcare
More free
time
Help with
childcare
Most active
within Group C
Approx. 40%
zero days
Time
Lack of
interest
Longer
opening
hours
More
people to
go with
Reasonably
active type
40-45% zero
days
Female
26-35
Single
Job seeker or part
time low skilled
Male
46-55
Married
Professional
Older children
Female
46-55
Married
Professional
Children left home
Male / female
56-65
Retired or parttime
Swimming,
Utility
walking,
Aerobics,
Ice Skating
Sailing,
Football,
Badminton,
Cycling,
Gym,
Jogging,
Golf,
Cricket
Swimming,
Walking,
Aqua
Aerobics,
Step
Machine,
Yoga, Horse
Riding,
Pilates,
Gym
Swimming,
Walking,
Aqua
Aerobics,
Bowls,
Sailing,
Golf,
Shooting,
Fishing,
Racquet
Sports
Female
46-55
Single / married
May have children
Low skilled worker
Swimming,
Utility
Walking,
Dance
Exercise,
Aerobics,
Step
Machine,
Keep fit
Male age
56-65
Single / married
Low skilled worker
Job seeker
Fishing,
Shooting,
Pool, Utility
walking,
Darts,
Snooker,
Utility
cycling
Keeping fit
Losing weight
Help with
injury
Keeping fit
To help with
injury
Enjoyment
Taking
grandchildren
Weight
Bring
grandchildren
Help with
injury
Help with
injury
Social
Poor
health
Lack of
interest
Transport
How to
Increase
Participation
More free
time
Cost
Facilities
Better
facilities
Improved
transport
Lack of
interest
Time
More free
time
Longer
hours
Cheaper
admissions
Help with
childcare
(for grand
children)
Poor
health
Lack of
people
to go
with
Cost
Subsidized
admissions
People to
go with
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
Participation
Profile
Less active
within group B
Approx. 50%
zero days
Participate
once or twice a
week
50-55% zero
days
Sometimes
participates
60-65% zero
days
Some low
intensity
participation
65-70% zero
days
27
Segment
Total and
(% of adult
population
in North
Norfolk
Forename &
brief
description
Norma
16
1,093
1.3%
Later Life
Ladies
Ralph and
Phyllis
17
7,270
8.9%
Comfortable
Retired
Couples
Frank
18
5,059
6.2%
Twilight Year
Gents
Elsie and
Arnold
19
8,754
10.7%
Retirement
Home
Singles
Gender/age/status
Sports Most
Interested
in
Barriers
How to
Increase
Participation
Female
56-65
Single / married
Low skilled worker
Retired
Walking,
Keep fit,
Swimming,
Aqua
Aerobics
Help with
injury or
disability
Poor
health
Cost
Cheaper
admissions
People to
go with
Male / female
65+
Married
Retired
Bowls, Golf,
Tennis,
Table
tennis,
Snooker,
Walking,
Fishing,
Swimming
Social
Improve
performance
and keep fit
Enjoyment
Transport
Lack of
people
to go
with
Improved
transport
More
people to
go with
Male 66+
Married / single
Retired
Bowls, Golf,
Darts, Pool,
Snooker,
Walking,
Fishing
Poor
health
Improved
transport
Cheaper
admission
Social
Enjoyment
Male / female
66+
Widowed
Retired
Walking,
Dancing,
Bowls, Lowimpact
exercise
Social
Help with
injury
Motivations
Health
problems
and
disability
Improved
transport
People to
go with
Participation
Profile
Lowest
participation of
Group C
75-80% zero
days
Highest
participation of
Group D
Approx. 70%
zero days
Medium
participation
for group D
75-80% zero
days
Lowest
participation of
Group D
Approx. 85%
zero days
This ends the reporting on the participation and non-participation profile of adults in North
Norfolk district. The key findings have been carried forward into the Strategy document. The
purpose of this appendix is to provide a free standing reference report on the features of
participation, non-participation and the health benefits of increased participation and the
costs of non-participation.
North Norfolk District Indoor Leisure Facilities Strategy:
Population, Participation and Non-Participation in Sport and Physical Activity
28
Appendix 3:
Audit and Assessment Report for each of the
Seven Sports Facility Types
April 2015
Neil Allen Associates Registered Office:
20 Brook Road, Lymm, Cheshire, WA139AH
A limited company, registered in
England and Wales no. 616528
Contents
1:
Introduction
1
2:
Sports Halls
2
3:
Swimming Pools
22
4:
Health & Fitness Centres
41
5:
Studios
49
6:
Squash
54
7:
Indoor Bowls
62
8:
Indoor Tennis
73
9:
Specialist Facilities
81
10:
Village and Community Halls
83
Glossary
1: Introduction
Introduction
North Norfolk District Council has appointed naa to produce an indoor leisure facility
strategy. The strategy will produce a suite of documents, which will individually evaluate the
current provision of identified leisure facilities across the district in 2014/15. Each chapter will
go on to model the respective leisure requirements of the population as it continues to grow
to 2021/26.
This appendix sets out the Audit and Assessment, which has gathered the needs and
evidence using relevant methodology and research tools, combined with facility inspections,
and stakeholder feedback, which details both the current and future provision required to
meet the sport and recreation needs of local residents now and to 2021/26. It also identifies
the key issues from the detailed audit and assessment evidence and a range of broad
options developed to address these key issues.
The key findings in this report are based on facility data provided by Sport England’s Active
Places Power website, which have been verified wherever possible by site inspections and
other means. Some of the data was collected early in the planning process and may not be
entirely current, but is considered sufficiently robust for the purposes of comparison with local
provision. Other tools utilised in this audit include Sport England’s Facilities Planning Model
which is a sophisticated means of assessing current and future adequacy of sports facilities,
and provides annual outputs as part of the National Facilities Assessment, the Sports Facilities
Calculator, Active People Surveys and the Market Segmentation data for sport, all produced
by Sport England.
This audit and assessment includes consideration of sports halls, swimming pools, health and
fitness facilities, squash, studios, indoor tennis, indoor bowls and some specialist facilities. Brief
consideration has also been given to the role of village and community halls in meeting the
sports needs of the rural parts of the district, but a full assessment of these is outside the scope
of this study.
While the overall strategy period was to be 2014-2036 to conform to the emerging Local Plan,
the report only considers proposals up to 2021/2026, which is considered a more realistic
timescale within which to plan for sports facilities. Detailed modelling tools have restricted
the facility planning horizon to a date earlier than 2036. The subsequent strategy suggests
that proposals will need to be rolled forward as they are monitored over time.
The context for the assessment and strategy in terms of demography, other local socio
economic factors, and sports participation are set out in a separate appendix.
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
1
2: Sports Halls
The data and assessments are taken from a variety of sources including local authority records,
and Sport England’s planning tools, including Active Places, Facilities Planning Model, and
Sports Facilities Calculator. The data have been analysed separately, partly because the
criteria for each tool differ slightly, but are brought together in the final assessment.
Throughout this report, the assessment deals with the following topics in accordance with the
guidance set out in ‘Assessing Needs and Opportunities’, produced by Sport England in 2014 –
quantity, quality, access and availability.
Quantity
Map 2.1: Location and distribution of sports halls in North Norfolk
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
2
Table 2.1: Sports Halls in North Norfolk
Marked
Courts
Site Name
Ward
Facility Sub Type
CROMER SPORTS CENTRE
Suffield Park
Main
4
Pay and Play
FAKENHAM SPORTS & FITNESS CENTRE
Main
4
Pay and Play
Main
4
Activity Hall
STALHAM SPORTS CENTRE
Lancaster North
North Walsham
East
North Walsham
East
Stalham and
Sutton
GRESHAMS HIGH SCHOOL
BEESTON HALL SCHOOL
NORTH WALSHAM SPORTS CENTRE
NORTH WALSHAM SPORTS CENTRE
SHERINGHAM HIGH SCHOOL
Ownership/
management
Academy/
LA in house
Year Built/
refurb
1980/
2005
Pay and Play
Local Authority/Trust
School/
LA in house
2004
1987/
2008
1
Pay and Play
Community school
Main
4
School/in house
Holt
Main
4
Independent School/in
house
1960
Chaucer
Sheringham
South
Main
4
Pay and Play
Sports Club /
Community
Association
Sports Club /
Community
Association
1987
1980/
2007
Independent School/in
house
1975
Activity Hall
1
Foundation School
1950
Activity Hall
0
Pay and Play
Sports Club /
Community
Association
School/in house
1950
Activity Hall
1
Pay and Play
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Local Authority/Trust
1988
School/in house
1970
School/in house
1970
School/in house
1970
School/in house
1970
SPLASH LEISURE AND FITNESS CENTRE
Sheringham
South
Sheringham
North
ALDERMAN PEEL SPORTS COLLEGE
Priory
Activity Hall
1
ALDERMAN PEEL SPORTS COLLEGE
Priory
Activity Hall
1
BROADLAND HIGH SCHOOL
Hoveton
Activity Hall
2
BROADLAND HIGH SCHOOL
Hoveton
Activity Hall
0
SHERINGHAM HIGH SCHOOL
Access
North Norfolk District Indoor Leisure Facilities Strategy:
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3
Marked
Courts
Site Name
Ward
Facility Sub Type
FAKENHAM HIGH SCHOOL
Lancaster North
Activity Hall
2
FAKENHAM HIGH SCHOOL
Lancaster North
Activity Hall
1
HOLT YOUTH PROJECT
Holt
Activity Hall
1
ANTINGHAM VILLAGE HALL
Gaunt
Activity Hall
0
IMMINGHAM VILLAGE HALL
Gaunt
Activity Hall
0
HAPPISBURGH FIRST SCHOOL
Happisburgh
Activity Hall
1
HUNWORTH VILLAGE HALL
Glaven Valley
Activity Hall
0
TRUNCH VILLAGE HALL
Gaunt
Activity Hall
0
WOOD NORTON VILLAGE HALL
Astley
Activity Hall
0
Access
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
Sports Club /
Community
Association
CROMER COUNTRY CLUB
Activity Hall
1
Activity Hall
PASTON COLLEGE
Suffield Park
North Walsham
East
North Walsham
West
SIDESTRAND HALL SCHOOL
Poppyland
NORTH WALSHAM JUNIOR SCHOOL
Ownership/
management
Year Built/
refurb
School/in house
1960
School/in house
1960
Community Organisation
2004
Community Organisation
n/a
Community Organisation
n/a
School/in house
2006
Community Organisation
n/a
Community Organisation
n/a
Community Organisation
n/a
Private Use
Commercial
n/a
1
Private Use
1901
Activity Hall
1
Private Use
School/in house
Further Education/in
house
Activity Hall
1
Private Use
Special School/in house
1977
North Norfolk District Indoor Leisure Facilities Strategy:
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1965
4
There are therefore 27 sports halls of one court or more in the district (comprising 47 court
equivalents, assuming that small halls above comprise one court), on 22 sites. Total floorspace
(making some assumptions) is about 7000m2.
Only six of the existing halls have four courts, including the main LA halls at Cromer, Stalham,
Fakenham and North Walsham and school halls at Beeston and Gresham’s Schools. Many of
the halls on school sites have smaller capacities, including single court facilities, which limit the
range of activities that can take place, and most of the remaining halls in this list are village
facilities.
If only halls with 4 courts or more and in full community usage are included and an allowance
(50%) is made for halls not in secured community use (mainly the school halls – Beeston Hall
School is excluded as there is in reality no community use), there are in reality 18 courts available
to the community, the equivalent of 4.5 full size (4-court) halls (or 2675m2).
Description of Main Sports Halls
The main four-court sports halls with significant community use are considered in more detail
below:

Cromer Sports Centre - the facilities on site include a main sports hall (4 court, 33 x 18m),
storage (shared equipment with school), school/community changing, and external
access and parking (there is also a sand based astro pitch managed by NNDC staff and
used by a local hockey club (NNHC) on Sat/Mon/Wed evening training and football clubs
(e.g. Cromer Youth FC). The sports hall is used by the school during the day (8-6) and the
CU agreement allows community use from 6-10 evenings and both weekend days, and is
managed by the DSO from NNDC. The current programme mainly comprises badminton,
some 5 a side, roller-skating, and there is some spare capacity in community time (usage is
about 57% according to NNDC data). The condition of the hall is acceptable – it was built
in 1980 (first school sports hall in the area), refurbished 2005, and no operational problems
were identified by the supervisor or PE teacher, although it does appear tired now. The
lack of social area, bar or kitchen constrains usage. There is potential need for a health
and fitness gym, as no other such facilities exist in the town.

North Walsham Sports Centre comprises a 4-court sports hall, 1+ court small gym, bar area,
changing, viewing balcony, parking and other ancillary facilities. Usage is estimated at
2500 per month/25,000 per year, mainly pre-booked casual/club use, no classes.
Estimated usage is 89% overall according to the latest NNDC information, so there is some
limited scope for additional use. The programme is varied and currently comprises:
-
Main hall – range of activities but also used for 5 a side – Wed even all football,
Mon/Fri CSF, Tues/Thurs 1 football session
Gym – gym club 5-7pm 4 evenings per week, TT, badminton, pilates etc. after 7.00
Gym Sat – trampolining and gym (10-5), Sun – ESKA am
Sports hall – Sat – boot camp, tennis, roller skating (generally up to 4.00, Sun – winter
cricket league, artistic skating
Sundays available for parties
The hall is managed directly by the DSO of the Council. The issues at present are to improve
awareness and signing, possibly in conjunction with the brown signs for adjacent Atrium Centre.
At present the centre is not turning people away, and there is therefore considered to be a
small amount of spare capacity and no need for additional sports halls in North Walsham. The
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
5
quality of the sports hall and changing is acceptable, but the building shows its age and there is
a need for re-painting of all areas and replacement of equipment – especially cricket nets.

Stalham Sports Centre facilities include a main sports hall (4 court, 33 x 18m), storage
(shared equipment with school), school/community changing, social area and café
(added by NNDC after hall) and external access and parking. The site also incorporates a
sand based astro pitch managed by NNDC staff, 4 hard tennis courts, and grass pitches.
The sports hall is used by the school during the day (8-6) and CU agreement allows
community use from 6-10 evenings and both weekend days. In fact weekend use by
community only occurs on Saturdays from 9-7 and only open for prior bookings. Usage
and programming – usage in the last period reached 62% Mon – Fri (compared with
Cromer 57% and North Walsham 89%, although the latter two also included weekend use).
Current weekly activities comprise football (7 hours), badminton (6), netball (1), roller
hockey (1) and kick boxing (1.5), totalling 16.5 sessions/15 hours therefore 5 hours free (i.e.
25% spare capacity). Summer use is lower. Condition – the hall was originally built 1980,
refurbished 2007, and is generally acceptable. It has a different floor to other LA centres,
and therefore less maintenance, though not ideal for roller-skating. Disabled access is
available, but via a circuitous route through school grounds. There is adequate parking at
rear of school. Staffing comprises only one staff member on duty at any time (similar to
the other LA centres). The manager considers that there is a need for better promotion
(including internal and external signing), pricing, more work in the community to reflect
needs and demands, and work with user groups. There are a number of smaller indoor
centres available for sport and recreation in Stalham including Poppy Centre (new
community centre provided by the community with external funding, located on sports
field, which may compromise the sports centre), Town Hall, Baptist Church (location of
mobile NNDC gym) and a small hall at Hickling.

Fakenham Sports and Fitness Centre facilities comprise a main sports hall (4 court),
together with health and fitness gym, studio, meeting room, large reception and vending,
ancillary changing and other facilities, and parking. The centre is based on Sport
England’s Optimum Sports Hall model, and was built in September 2004. The sports hall is
used by Fakenham Academy during the day, by payment of a fee by Norfolk CC on 5
years notice, and by the community for a wide variety of activities, including badminton, 5
a side (probably unwilling to move outside even if facility available), gymnastics (16 hours
per week by club), netball, archery, trampolining. The gym has 1020 members at present,
spare capacity for further 500, particularly on Friday/Sunday. KPI is 80% use, but usage is
often down to 50%, so there is some spare capacity. The studio has a full range of classes
and the meeting room accommodates martial arts/parties. The centre is managed on
behalf of the Council by Places for People Leisure and operates a membership scheme in
line with its other facilities at the Splash and Victory Pool. Site is adjacent to Fakenham
Academy but detached and linked by footpath and own school access to centre. The
centre is of good quality, and there is a good working relationship with the academy.

Gresham’s School has 800 students on its whole school roll, from pre prep, to prep to main
school. It is a mixed gender school, with some boarders. There are some potential child
safeguarding issues, and school usage of sports facilities impinge on the availability of
facilities for community when students want to use them. However there are limited sports
facilities in Holt so Gresham’s considers it provides for a local need from residents. Sports
facilities on site include the following:
-
Sports hall – 5 courts, capable of use for indoor tennis (1), full court
basketball/volleyball/5-a-side, 1 indoor hockey, 1 netball, 4 indoor cricket nets.
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
6
Actual size 742m2. Sports hall floor recently resurfaced with a terraflex rubberised
surface
-
Indoor swimming pool 20m x 5 lane with depth range of 0.8m to 1.2m. Good quality
pool with timber beam roof structure and clear glass to one poolside. Changing
accommodation available but not viewed
-
Small fitness room – 18 stations including 10 CV, 8 resistance and dumb bells. Mainly
school use, despite demand from some local clubs. May be a local demand for 4050 station gym in Holt area.
-
Small 1 court ‘school’ gym recently refurbished with removal of most of wall
equipment (= studio)
-
Squash courts (4) – conventional, accommodates NN Squash Club, playing in
Norfolk League
-
3 sets of changing facilities in total
-
Also 2 outside astros (sand based/dressed) plus numerous grass pitches.
Current programming shows around 10 hours a week at present for club use of some venues, so
there is ample spare capacity, but the programme is ad hoc and could be structured to set out
school use curriculum and after school. The school appears to have a commitment to
community use as recognises it needs to be good neighbour and build town/school
relationships – not just in sport, and could potentially be a significant capital funder of facility
improvements. There is scope to develop and enhance for community use with matched
funding. The condition of the existing facilities is generally good, but some facilities are dated
and require upgrade (e.g. squash, changing). There is potential for a new road access, which
would further avoid conflict with school. A reception/bookings area for community use would
be required, given the individual facilities all have their own separate entrances.
Other sports halls in the wider area - In addition to the sports halls in North Norfolk, there are a
number of other sports halls outside but on the edge of North Norfolk, which can accommodate
North Norfolk users if required. These include Aylsham High School, Dereham Leisure Centre and
Flegg High School, though it is considered that the range of facilities on these sites, the distance
from the main centres of population in North Norfolk and their current availability to the
community mean that in reality they make little contribution to the needs of North Norfolk
residents for sport on a regular basis.
Facilities per 1000 population – a manual calculation of the pro rata provision of sports halls in
North Norfolk and the neighbouring LA areas reveals the following (the totals include all facilities
with 4 courts or more on the database that are currently in operation/under construction and
not in private use):
Table 2.2: Relative Provision of Sports Halls
Population 2014
North Norfolk
103,487
All main halls 4
cts and more
6
Broadland
126,974
7
Courts
24
Main
courts/10000
2.32
29
2.28
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
7
Population 2014
KL & WN
151,445
All main halls 4
cts and more
4
Breckland
134,691
5
20
1.48
Gt Yarmouth
99,801
9
38
3.81
Norfolk
882,350
52
227
2.57
6,039,771
54,472,081
391
3835
1791
2.97
17376
3.19
East region
England
Courts
21
Main
courts/10000
1.39
Local provision in North Norfolk for main halls of 4 courts and above is therefore below the
national and regional average, and marginally below the Norfolk average, but higher in all
cases but one (Gt Yarmouth) than the level of provision in the surrounding LA areas. Relative
supply of sports halls is therefore comparatively low, but good in the local context (this
assessment includes Beeston Hall School where in reality there is little community use).
Measures of the Local Supply and Demand Balance and Personal Share (which cast some
additional light on relative provision) are no longer available from Active Places.
Quality
APP data
Table 2.3: Age of Sports Halls
Built
13
Refurbished
<1979
1980-1989
5
3 (2007/7/9)
1990-1999
0
2000-2009
3
2010-
0
The APP database on age demonstrates that most facilities (certainly the main pay and play
halls) were provided 30 years or so ago, albeit that Cromer, North Walsham and Stalham have
since been refurbished. However this refurbishment is often little more than minor cosmetic
improvements.
Site inspections - All main sports halls were visited and a general visual/non-technical
assessment of quality undertaken, which took into account age, range of facilities, physical
condition, access and the range of activities accommodated on site, to give a quality score
which embraced condition and programming/use. The summary of these scores is set out in the
table below. The total maximum score available within this methodology is 30.
Table 2.4: Quality Assessment of Main Sports Halls
Name
Total
Age
Facilities
Changing
Disabled
access
Parking
and
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
Programming
8
Cromer Sports Centre
North Walsham Sports
Centre
Stalham Sports Centre
Fakenham Sports and
Fitness Centre
Gresham’s School
Sports Hall
19
21
3
3
3
4
3
3
3
4
outside
4
4
3
3
19
28
3
4
3
5
3
5
3
5
4
5
3
4
19
2
4
4
4
3
2
Clearly the Fakenham centre is the newest hall, and this is reflected in the overall quality
assessment. All the other halls score fairly consistently, and their overall condition confirms that
their age affects their quality and fitness for purpose.
Overview of quality - Existing sports hall facilities are considered to be in fair condition overall,
but the challenge of an ageing stock is one that will have to be faced over the duration of the
strategy.
Accessibility
Map 2.2: Accessibility to Sports Halls in North Norfolk
No detailed assessment of accessibility was undertaken (because accessibility mapping is no
longer available from Active Places), but the map above shows that nearly the entire district is
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
9
within a 20-minute drive of a 4-court hall (both within and outside the district), and that only
about 9,000 residents live outside this area (about 9% of the total). It is also likely that a high
proportion of residents in the main towns are within a 20-minute walking catchment, although
Sheringham and Wells residents are less well provided.
Availability
The three key areas that affect the availability of a facility are:

how much a facility is actually used, how full is it;

how much a facility could be used; and

what scope there is for increasing its availability.
These factors are considered in general in the section above on quantity of facilities. They are
influenced by a number of factors, including:

The management and ownership e.g. whether facilities are public, private or education
based. Four of the main sports halls in community use are owned and managed by the
local authority or its leisure contractors, while Gresham’s School is owned and managed
by the school itself. The LA centres are promoted and used as community facilities during
the peak times, though use by schools on site or adjacent occupies daytime use.
Gresham’s School hall is less well used during community time, because of its prime
function for school sport and PE delivery

A programming and sports development policy e.g. is availability given over to specific
sports, initiatives and range of activities at certain times? Some facilities may be
programmed only for specific sports, users or activities. All existing sports halls are in fact
available for general use, and none is restricted to particular groups at present

The cost of use e.g. a high cost may result in a facility having very little use. There is no
evidence that pricing is restricting usage of the existing sports halls

Patterns of use e.g. a popular facility that is always full, a facility that is heavily used but
only for a limited period across the week, is the nature of use changing over time? Again
there is no evidence that facilities differ in these respects

Hours of use e.g. opening times available for public use, this will be linked to the
programming policies above. Hours of use are relatively consistent across the board – the
CU agreements for the three LA centres allow community usage in the evenings and at
weekends/holidays, though Stalham in particular has no specific usage on Sundays

Facility design e.g. the physical design and layout of a facility may limit or prevent use by
specific users. All halls are built to a conventional design with 4/5 courts offering a
standard layout and full accessibility to host sports requiring a full sized hall.
These factors affect the availability to the user for the facility, but there is no evidence that they
prevent any facility being used completely, and therefore impact on the overall capacity of the
facility. The only restrictions at present would appear to be the need for the Gresham’s School
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
10
hall to be available for exams at certain times of the year and therefore unavailable for
community use for sport.
Demand
Sports Facilities Calculator
The SFC is primarily intended to estimate the demand for facilities in discrete areas e.g. it is useful
in determining the likely demand for halls from the residents of new housing growth. With some
provisos it can be used to give a broad estimate of the demand over a local authority area,
though it takes no account of demand across LA boundaries, quality of facilities and detailed
opening times.
The SFC estimates that at present (with the latest population estimate of 102,600 in 2014) there is
sufficient demand in North Norfolk at normal participation rates for about 6.3 sports halls, or
about 25 courts (the equivalent of about 3750m2 of floor space) in community use (representing
about 4100 visits per week in the peak period).
Future Demand
Table 2.5: SFC Calculations for Sports Halls
2021
2026
Population
106500
109600
Halls
6.0
6.1
Courts
24
24
m2
3550
3650
Visits per week
3850
3950
The projected estimates of future demand actually result in a small decrease in future sports hall
provision, as the population ages while it increases slightly (these figures are calculated on the
basis of the population changes set out in the context section of this study)
These compares with current provision of about 7000m2 of sports hall space (in the APP
assessment) or 2675m2 of floor space in halls of 4+ courts halls/courts in full community usage.
On this crude assessment, there is therefore at present a shortfall of about 1100m2 of floorspace
in larger 4 court halls in community use, although total provision in all halls meets the current
requirement. In the future, the shortfall decreases slightly. A fuller assessment is required to
consider the actual availability of sports halls throughout the day, hours of usage, location in
terms of demand, age and condition. This assessment is set out below under the FPM section.
FPM Assessment
Sport England’s FPM runs undertaken as part of the National Facilities Audit were first produced
in April/May 2008, and have recently been refreshed (January 2014). The assessment for sports
halls includes all halls of 3+ courts, and in North Norfolk’s case, this includes the main sports
centres, and a number of schools, which are weighted to reflect lower usage. The analysis is
based on national participation rates for sport, although North Norfolk participation (in both
sport overall and for indoor sports) is in fact below national rates, and may therefore
overestimate the demand for sports halls. The great benefit of this tool is that it assesses
demand and supply across LA boundaries and takes into account catchments and capacities
of existing centres. It is based on the database of facilities contained in APP current at the time
(January 2014).
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
11
This assessment deals with fewer facilities than the APP analysis above and excludes sports halls
that are deemed to be either solely for private use, too small (i.e. less than three court size) or
where there is a lack of information, particularly relating to hours of use. The facilities therefore
included
and
excluded
are
set
out
in
the
tables
overleaf.
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
12
Halls Considered in Assessment
Table 2.6: Sports Halls Considered in FPM Assessment
Name of facility
CROMER SPORTS CENTRE
Size
FPM
Courts
YEAR
BUILT
YEAR
REFURB
WEIGHT
FACTOR
PUBLIC/
COMM’L
33 x 18
4
1980
2005
85%
P
31
41
610
100%
4
2004
96%
P
38
59
760
100%
4
1960
25%
P
36
37
710
82%
4
1987
92%
P
33
41
990
92%
33
41
33
49
660
90%
FAKENHAM SPORTS & FITNESS CENTRE
GRESHAMS HIGH SCHOOL
40 x 19
NORTH WALSHAM SPORTS CENTRE
NORTH WALSHAM SPORTS CENTRE
18 x 10
STALHAM SPORTS CENTRE
33 x 18
4
1980
2008
2007
88%
P
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
COMMN
TY HRS
AVAIL
Facility
Capacity
- vpwpp
3,730
% of
Capac
ity
used
HRS
in
NPP
93%
13
Map 2.3: xxxxx
All other halls set out in table above were excluded because they were too small or
otherwise did not meet FPM criteria.
Summary and Conclusions of FPM Assessment

Supply – North Norfolk has a supply of six sports halls on five sites. These six halls provide
a total of 22 courts based on the standard badminton court size. All main halls have
four courts with one ancillary hall with two courts. The provision in the district equates to
18.4 courts (scaled to take account of the hours available in the peak period) with
capacity to accommodate 3,730 visits per week in the peak period (vpwpp)

The overall provision in the borough equates to 2.13 courts per 10,000 residents, which is
significantly lower than the average levels for England (3.9) and the East of England
(3.9), and below the figure recorded for three of the four adjoining neighbouring
authorities used for comparison purposes

Demand equates to 4,100 visits per week in the peak period, or 25.3 courts taking into
account a ‘comfort factor’. This results in an indicative high under-supply of about
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
13
seven courts when looking in isolation at the demand/supply balance within North
Norfolk. It should be noted that this figure does not take into account cross boundary
movements or the attractiveness of facilities in terms of quality and accessibility, so
needs to be treated with caution and is only given for broad comparison

Satisfied demand (demand from North Norfolk residents that is being met by the
available supply within and outside district boundaries) equates to 3,450 visits in the
peak period, or 84% of total demand generated, a figure that is much lower than
national and regional averages, and lower also than three of four neighbouring LAs

Unmet demand is therefore calculated at about 16% of total demand generated from
North Norfolk residents, or 650 visits per week in the peak period. This unmet demand
equates to a total of about four sports hall courts (with comfort factor added). This is
relatively evenly spread across the borough with the higher areas of need being in the
Fakenham area stretching northwards to Wells.
Map 2.4: Aggregated unmet demand for sports halls in the North Norfolk area
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
14

85% of the unmet demand is from residents who live outside the catchment of a facility
as opposed to a lack of capacity at those facilities (15%) – that is, people cannot
access a hall because of distance rather than the halls being full (although the latter is
broadly true – see below). This differs slightly from the national average, which
calculates that 28% of unmet demand is due to a lack of capacity at existing facilities,
but similar to the regional average figure of 15%

Used capacity - halls in North Norfolk operate on average at very high levels of utilised
capacity (93%) which is significantly above the national (69%) and regional average
(68%) figures and significantly higher than the nominal figure of 80% which indicates
that a facility is uncomfortably full

Import/export - Approximately 93% of the satisfied demand is met by facilities within
North Norfolk, with the remaining 7% (1,800 vpwpp) exported to facilities in
neighbouring districts (facilities in Aylsham and possibly Dereham). 7% of visits to halls
within North Norfolk are from people who live outside the district. North Norfolk is
therefore relatively self-contained – almost all of the demand is met in the district, but
there is a small amount of exported demand and an equally small number of visits
imported.
Map 2.5: Relative Share of Sports Halls in the North Norfolk Area
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
15

Relative share – this is a measure of the comparative supply of halls when taking into
account demand and capacity, and is used to quantify accessibility on a national
scale. North Norfolk residents experience a below average relative share of access to
halls, with a rating of 85, which equates to 15 percentage points below the national
average. The relative share map highlights the highs and lows across the patch.
Generally RS is highest in the east of the district and lowest in the west, which reflects
the distribution of population and the location of halls. Residents living in the Blakeney
area have the worst levels of access with a score of just 31 and those in North Walsham
the best at 124. The Sheringham, Wells and Fakenham areas also have lower RS.
General Demand
Active People Survey
The Active People surveys undertaken regularly by Sport England do give some indication of
existing participation in sport although it is accepted that this does not equate exactly with
demand, as the latter may be affected by levels of current facility provision. However the
regularity of the surveys from 2007/8 on a six monthly and annual basis since then do allow
some trends in participation to emerge, as set out in the following table. (NB this information
relates to all periods up to quarter 2, 2014 – the latest information from APS8 is not currently
available)
Chart 2.1: Participation in Indoor Sports
The trends in participation in indoor sport (above) suggest that participation in North Norfolk is
below the average for Norfolk, East region and England, and has declined more sharply than
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
16
these from APS3, to a current level of about 18% (once per week activity), 2-5 percentage
points below other areas.
If extrapolated to the total adult population of the district, it is estimated that about 16,000
adults currently take part in indoor sports (this figure will include sports other than those which
take place in a sports hall).
Chart 2.2: Participation in Sports Hall and Swimming Pool Sports
Similarly participation in ‘sports hall and swimming pool sports’ follow similar trends, and
current participation levels are also about 18%, with similar differentials with other areas.
Estimated total participation at present in sports hall and swimming pool sport is also about
16,000.
These levels of current participation could have an impact on the conclusions of the other
tools, which are based on national levels of activity applied to different age groups. The
conclusion of the FPM that there is a shortfall of sports halls to meet current need may need
to be qualified in view of the current participation levels in APS8 (Q2).
Market Segmentation
Market segmentation data can be used to establish the profile of current and likely future
levels of participation in various sports or groups of sport. For indoor sports taking place in
leisure centres (which includes swimming pools) the distribution of participation among adults
is set out in the attached maps and tables. The overall map is in some ways surprising, as the
higher levels of participation (20-40% of the population) appear to be concentrated away
from the main towns.
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17
The main participants are Tim, Philip, Elaine and Roger and Joy, and the latter three are more
highly represented than the regional and national average, which reflects the demography
of the area. Total participants in these types of sport are about 16,000 adults (which is
consistent with the estimates above). Potential additional participants reflect the current
situation, and number about 10,000 – i.e. there is a latent demand for about a further 60%
participants (this figure should be treated with some caution as it reflects a theoretical
situation based on market segments rather than an actual propensity to take part in sport).
Map 2.6: Distribution of Adults Participating in Sports Hall/Pool Sports
Chart 2.3: Population Participating in Sports Hall/Pool Sports
North Norfolk District Indoor Leisure Facilities Strategy:
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Other Indicators of Demand

Future demand – there is an estimated drop in the active population (aged 6-55)
between 2014 and 2021/2026 of 2.4/3%, which in many sports (in particular those
undertaken in a sports hall) could reduce the demand/participation unless
development initiatives are undertaken. There is unlikely to be an increase in demand
for hall sports based on population change, although LA, NGB and other development
initiatives could increase participation. These likely trends are also reflected in the SFC
calculations above

LA and other targets – there are as yet no specific targets set by NNDC to increase
participation. The Council has stated that it wishes to get 2002 more people active by
September 2017, but a more definitive figure is intended to be included in its
overarching Sports and Leisure Strategy 2015 – 2019. For the time being therefore no
specific target for increasing participation is available, and this will need to be
considered as the strategy is monitored

Latent demand – the MS figures suggest that there may well be a significant number of
local residents who would like to take part in hall sports who currently do not.
Summary and Conclusions

North Norfolk has a poor supply of sports halls in comparison to national, regional and
local data, and most of its comparator LAs. Whilst the facilities that do exist are
relatively well spread across the district there are not enough of them, either within the
authority, or close enough in neighbouring authorities, to serve North Norfolk residents
to make the offer good

Demand for indoor sport, such as takes place in sports halls, is below the national
average, and a reflection of the relatively aged population. Some of the apparent
shortfalls in provision may be affected by this lower than average demand. However
there may be a latent demand for additional activity, although future demand is
unlikely to be affected through demographic change
North Norfolk District Indoor Leisure Facilities Strategy:
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19

Issues of low levels of supply, rurality and car ownership impact negatively on a North
Norfolk resident’s ability to be active

The existing North Norfolk DC based facilities (which comprise 80% of the total available
sports halls) are estimated by the FPM to be above comfortable levels of capacity so
they will have little or no ability to provide for further activity. In reality research has
demonstrated that there is some spare capacity in at least three of them, and the low
demand qualifies this. However, if larger numbers of North Norfolk residents wish to
become active or more active (there is an estimated latent demand for 60%
additional participants), or more people move to the area, the only way this can be
accommodated is through the provision of additional facilities, or by adjustments to
the programmes, opening hours etc. of existing halls

Most of the existing facilities are ageing and may require investment to secure their
short, medium and long-term future for community activity

There is a significant (but crude) under supply of nearly 7 courts at present, when local
demand and supply within the district is considered, or an unmet demand overall for 4
courts or 1 4-court sports hall (which is spread across the whole district). There are also
geographical gaps in provision. Additional sports halls can probably be justified for this
reason, in certain locations, including Sheringham and Wells

Sports halls are well provided on school sites, which are positive places to deliver
community sport, as well as delivering curricular sport and PE. The authority has a close
relationship with schools on 4 of the 5 sites, which is very positive, and community use
agreements are in place on three of these sites which should be maintained. Whilst it
may be more challenging to achieve this with the Gresham’s School, anything that
can formalise community access to this site would be seen as beneficial

It is unlikely that there are plans for any new school provision in the district, but
additional school (and community) sport provision might be considered on high school
sites where none currently exists and in particular Sheringham and Wells

If there is a desire to get communities more active this is only likely to be possible with
well-located, well-designed and well-managed new/additional facilities.
Issues for Current and Future Provision

The assessment demonstrates that in principle there are insufficient sports halls to meet
the needs of the community. Is the current number and distribution of sports halls
adequate to meet local club/recreational requirements, and is there a good balance
of ‘public’, school and other facilities?

Are there any particular geographical gaps in sports hall provision which should be met
by the strategy?

Is there a sufficient range of halls of various sizes in appropriate locations to allow all
different activities to take place, including competitions?

If there is evidence that the main sports halls are at capacity, how can this situation be
resolved?
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
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
In the current financial climate, what is the best way of funding new sports halls/
improvements if these are necessary, now that previous sources of finance (e.g. school
building) have been lost?

Overall quality is considered to be average to good at the main public halls, but the
strategy extends into the future when all facilities will be 15-20 years older. Will existing
sports halls still be fit for purpose by then?

Is there any merit in developing a coordinated approach to community sports hall
management which allows joint management, marketing, promotion and booking by
some central agency (e.g. LA or contractors)?
Options for Future Consideration

Do nothing – will result in continued over usage of existing halls, especially as quality
deteriorates over the period of the strategy

Additional sports hall provision - possible locations include Sheringham and Wells

Improve capacity at existing halls – Fakenham, Cromer

Better use of school halls – e.g. could improved community access at Gresham’s meet
the needs in the Holt area?

Quality improvements in longer term to ensure continued fitness for purpose - Cromer,
North Walsham, Stalham

Alternative approach to increasing provision – increase capacity/change programme
for the most popular activities - make more use of existing venues for most popular
activities e.g. fitness classes not hall sports

Make better use of smaller (1 court) halls throughout the district, particularly in the
villages, for activities requiring less space.
North Norfolk District Indoor Leisure Facilities Strategy:
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3: Swimming Pools
The data and assessment (as with sports halls) are taken from a variety of sources including local
authority records, and Sport England’s planning tools, including Active Places, Facilities Planning
Model, and Sports Facilities Calculator. The data have been analysed separately, partly
because the criteria for each tool differ slightly, but are brought together in the final assessment.
Quantity
Map 3.1: Location and Distribution of Swimming Pools in North Norfolk
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
22
Table 3.1: Swimming Pools in North Norfolk
Site Name
SPLASH LEISURE AND
FITNESS CENTRE
SPLASH LEISURE AND
FITNESS CENTRE
VICTORY SWIM &
FITNESS CENTRE
PINEWOOD LEISURE
CLUB
PINEWOOD LEISURE
CLUB
ALDERMAN PEEL SPORTS
COLLEGE
GRESHAMS HIGH
SCHOOL
CROMER HIGH SCHOOL
BROADLAND HIGH
SCHOOL
FITNESS EXPRESS AT
KELLING HEATH
CROMER COUNTRY
CLUB
LINKS COUNTRY PARK
HOTEL AND GOLF CLUB
ROSSI'S LEISURE
Total
350
Pay and Play
6
Pay and Play
Ownership/
management
Local
Authority/Trust
Local
Authority/Trust
25 x 13m
325
Pay and Play
Local
Authority/Trust
6
25 x 10m
250
Pay and Play
Commercial
1992/2007
Learner/Teaching/Training
0
10 x 3m
30
Pay and Play
Commercial
1992/2007
Priory
Main/General
6
17 x 8m
136
School/in house
1970/2013
Holt
Main/General
5
25 x 10m
250
Independent
School/in house
1970/1999
Suffield Park
Main/General
0
20 x 8m
160
Pay and Play
Sports Club /
Community
Association
Sports Club /
Community
Association
School/LA in
house
1979/2001
Hoveton
Main/General
4
18 x 6m
108
Pay and Play
School/in house
1975/2009
High Heath
Main/General
1
19 x 10m
190
Commercial
Suffield Park
Main/General
0
18 x 8m
144
The Runtons
North
Walsham
West
Main/General
0
15 x 8m
120
0
17 x 8m
Pay and Play
Registered
Membership
use
Registered
Membership
use
Registered
Membership
use
Ward
Sheringham
North
Sheringham
North
North
Walsham
West
Facility Sub Type
Marked
Lanes
Size
Main/General
6
25 x 14m
Learner/Teaching/Training
0
3 x 2m
Main/General
6
Corpusty
Main/General
Corpusty
Main/General
34 lanes
Water
area m2
136
Access
Year
Built/refurb
1988/2004
1988/2004
2003
2000
Commercial
n/a
Commercial
1993/2012
Commercial
2003
2205m2
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
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According to the APP database (which has been checked after site visits), there are 13 pools on
11 sites in the district. These comprise 34 lanes (where lanes are set out) and a water area of just
over 2200m2. 63% of the total indoor water space (1395m2) is available on a pay and play basis,
18% to registered members at commercial clubs (400m2) and the remainder (410m2, 19%)) to
clubs and others on school sites, although in reality the figures might differ slightly when actual
usage is taken into account).
If an allowance (50%) is made for pools not in fully secured community use (i.e. commercial
facilities for members, school pools and other pools available for bookings only), there is in reality
about 1443m2 available to the community, the equivalent of nearly 7 4-lane pools.
Description of Main Pools

Splash Leisure and Fitness centre - Swimming facilities include
main leisurised pool (25 x 14m + beach =32m total length)
very small learner pool
wave machine/flume
large seating area, formerly café
In addition, there are also an activity hall (1 badminton court, but unusable when weather wet),
two studios and a health and fitness gym (33 stations). The catchment for the pool is mainly
Cromer and Sheringham, but extends to North Walsham, Hunstanton and Fakenham, and the
main user market is 35-50 year olds. There is a significant increase in attendance in summer
especially when weather wet. The centre provides a comprehensive swimming programme,
including public swim, lessons, club (Sat am Vikings SC), lengths, hire, and school. The costs are
gym club membership £38 per month (£17.99 swim only), entrance £4-4.80 per visit. Pool and
other facilities in NN managed by leisure wing of Places for People, social enterprise with remit to
create and manage successful places.
The centre was built in 1988 and is becoming dated, and there is a potential need for improved
changing and better visual appearance. The management has suggested that the retention of
the fun/leisure pool (waves, flume, beach), and a bigger studio are desirable, but that
replacement/rebuild pool on site, with improved gym and studios, possible dry hall, and
provision of soft play facilities would be ideal.

Victory Swim and Fitness Centre – swimming facilities include:
swimming pool, 25m x 6 lane deck level pool
changing village
parking
large reception and a vending/café area overlooking the pool
Opened in 2003, it is the most recent swimming pool in the district. Capital funding was received
from North Norfolk DC and Sport England Sports Lottery Capital Community programme. The
capital investment by Sport England represents the single biggest award in the district. The pool
and other facilities are managed by Places for People.
There is a wide range of activities at the centre, including use by Vikings SC 8.5 hours per
week. The centre is operated on a membership basis. The all-inclusive monthly membership
package of access to swimming, the gym and classes is £39 a month in 2013 – 14. There are
other membership packages for swimming and gym access only.
North Norfolk District Indoor Leisure Facilities Strategy:
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Usage/spare capacity - in 2013/14, the total swimming usage was c103,000 users in the year,
compared to c102,000 in 2012/13; so there have not been any notable increases in usage.

Pinewood Leisure Club - swimming facilities include main pool (25 x 11m) plus Jacuzzi and
a small learner pool, as well as indoor bowls, function room and health and fitness centre
(46 stations). The club is operated as a ‘pay and play’ facility with no restrictions on
access, but with membership subscriptions available (currently £44 per month). There is
90% ‘public’ usage (as opposed to use by caravan site and holidaymakers), 2/3 pay and
play, 1/3 membership, with probably 50% spare capacity in all facilities. There has been a
demand from swimming clubs but owners decided to concentrate on membership. The
club is privately owned by a local farming family who also owns the adjacent caravan
park. Likely that financial model is different from many similar facilities – no central
charges, likely that financial targets not so stringent

Gresham’s School (see sports halls above) - the swimming facilities include a swimming
pool 20m x 4 lane with depth range of 0.8m to 1.2m. Good quality pool with timber beam
roof structure and clear glass to one pool side. Changing accommodation available. The
pool is mainly used by organised groups and there is estimated significant spare capacity

Cromer Academy/HS - The existing pool is 13m x 7m, with a depth of 1.2m, and is
considered in reasonable condition and well kept. There are adequate changing facilities.
Access down the side of site is good and ties in with entrance to sports hall. The school is
newly academised and run under the auspices of the Inspiration Trust, which includes a
number of schools in Norfolk (high and primary). The current usage of the pool includes:
-
Local PSs to fulfil curriculum – Norfolk CC provide £30k pa to deliver Nat Curriculum
requirement
1 period per week by Cromer Academy
1 session by Aylsham and NN Vikings SC
Water babies
There has been a recent fall in usage, and the pool is probably only kept open due to
NCC funding and PS use. The pool is understood to cover costs so indication that
academy unlikely to close facility down (but need to resolve future of NCC contribution).
Operating expenditure is £38k and income for last financial year £40k. NCC provide
revenue support for primary school use but not guaranteed to continue. Condition –
boilers replaced, new roof provided in recent times. Pool cover probably needs
replacing. No condition survey of pool specifically, but undertaken as part of overall
survey of school, and individual elements graded mainly A and B. No other major repairs
required. Potential usage could increase in community time, in conjunction with use of SU
sports hall, but no lifeguards at present. One staff member employed to promote school
pool, develop usage and run swimming lessons.

Alderman Peel HS Wells – swimming facilities on site comprise an indoor swimming pool (17
x 8m), including two separate changing areas, and the school also has a small gymnasium
(slightly larger than 1 court), fitness suite with 11 CV and 7 resistance stations, sports field
with pitches, 2 tennis courts, 3G astro (40 x 36m) and netball courts. The school is a
Specialist Sports College, with an enthusiasm for promoting community usage. The school
catchment is relatively local but in reality draws students in from a wider area including
Fakenham and Hunstanton because of its popularity, reputation and philosophy.
Swimming pool catchment tends to reflect this wider area. All sports facilities are branded
as ‘Sport A Peel’.
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25
The pool is generally available outside of school time from 3.15 to 9.00, and has a wide range of
users including child swimming lessons, lane swimming, Seals SC, adult swimming, swim 4 fitness,
and ladies only – this all includes some casual use (i.e. pay and swim). In school holidays and at
weekends, the pool is open from 9/10- 21.00 (and two mornings at 6.30 for early morning swims.
Up to 15 local PSs use the pool for curriculum swimming. The pool is managed by the SDO. The
pool is also available for private hire and parties. Public swimming costs £3.50 for adults, £2.75
for concessions and longer membership is available. The pool is managed by the SD Manager,
and there are 10 lifeguards on call from the local area (there are also four staff available for the
fitness suite).
The costs of providing and maintaining the sports facilities is covered by the school budget,
including the sports facilities staff.
Two small pools have recently closed in Fakenham. Fakenham Academy/College pool was
formerly used for a range of activities including by schools and Fakenham Swimming Club. It
measures about 20 x 8 yards, with a depth of 0.9 to 1.5 yards. The pool is now unused, as from
the end of 2014, and closed mainly because of the cost implications for the Academy (not
necessarily its condition). The pool and building are still in reasonable (i.e. potentially usable)
condition, although there are numerous renovations and improvements required to bring the
facility into full public use – the roof is asbestos, the windows are metal etc. Pool plant and
boiler are in acceptable condition. Fakenham Junior School pool was built in the 1960s and
measures about 13 x 5m, with a depth of about 1m. It was originally used as a learning pool for
local junior schools to deliver national curriculum swimming. The pool and building are not in
good condition and the pool was closed for school and any other use at Christmas 2014,
because of its condition and the cost of upkeep. Both pools provided a local opportunity for
swimming, both in the community and school curriculum, in the absence of a ‘public’ pool in
the town. The need for replacement facilities is considered below and in the strategy.
Other swimming pools in the wider area - In addition to the pools in North Norfolk, there are a
number of other pools outside but on the edge of North Norfolk, which can accommodate
North Norfolk users if required. These include Aylsham High School, Dereham Leisure Centre and
Bircham Newton Training Centre, though it is considered that the range of facilities on these
sites, the distance from the main centres of population in North Norfolk, and their current
availability to the community mean that in reality they make little contribution to the needs of
North Norfolk residents for sport on a regular basis.
Facilities per 1000 population – a manual calculation of the pro rata provision of swimming pools
in North Norfolk and the neighbouring LA areas reveals the following (the totals include all
facilities on the database that are currently in operation):
Table 3.2: Relative Provision of Swimming Pools
Population
2014
Indoor
pools
All indoor
pools/1000
All main pools >4
lanes/lanes
4 lane equiv
pools
/1000
North Norfolk
103,487
13
0.13
6/33
0.08
Broadland
126,974
14
0.11
3/14
0.03
KL & WN
151,445
13
0.09
5/20
0.13
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Population
2014
Indoor
pools
All indoor
pools/1000
All main pools >4
lanes/lanes
4 lane equiv
pools
/1000
Breckland
134,691
7
0.05
2/12
0.02
Gt Yarmouth
99,801
8
0.08
3/16
0.04
Norfolk
882,350
79
0.09
27/148
0.04
6,039,771
54,472,081
1240
4108
0.20
207/1077
0.04
0.08
1722/8869
0.04
East region
England
Local swimming pool provision overall in North Norfolk in total is therefore well above average,
though exceeded by the levels of provision in the East region. In terms of larger pools (4+ lanes),
local provision is twice the national, regional and county levels, and only exceeded by Kings
Lynn and West Norfolk among neighbouring LAs.
Measures of the Local Supply and Demand Balance and Personal Share are no longer available
from Active Places.
Quality
APP Data
Table 3.3: Age of Swimming Pools
<1979
Built
4
Refurbished
4 (1999/2001/9/13)
1980-1989
2
2 (2004/4)
1990-1999
3
3 (2007/7/12)
2000-2009
3
2010-
From the information available, it is clear that the swimming pool stock is of a variable age,
although all the older pools have been refurbished since 1999. It is likely that even if fit for
purpose at present, much of the stock will require major overhaul or replacement before the
end of the plan period to remain so.
Site inspections - All main ‘public/community’ swimming pools were visited and a detailed
assessment of quality undertaken, which took into account age, range of facilities, physical
condition, access and the range of activities accommodated on site, to give a quality score
which embraced condition and programming. The summary of these scores is set out in the
table overleaf. The total maximum score available within this methodology is 30.
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Table 3.4: Quality Assessment of Main Swimming Pools
Name
Splash
Victory
Pinewood
Gresham’s
Cromer Academy
Alderman Peel HS
Total
Age
Facilities
Changing
Disabled
access
27
30
25
19
19
19
4
5
4
3
3
3
5
5
4
3
3
3
3
5
5
3
3
3
5
5
4
3
3
3
Parking
and
outside
5
5
5
4
4
4
Programming
5
5
3
3
3
3
Existing pools and ancillary facilities are considered to be in fair condition overall, but the
challenge of an ageing stock is one which will have to be faced over the duration of the
strategy.
This assessment indicates that the main ‘public’ pools are in good condition, though Splash is
now somewhat aged. As LA facilities, they tend to meet modern design and safety
requirements and have a wide programme of casual and other usage, as well as facilities
ancillary to their main use for swimming, including good changing. The school pools are
generally of a lower overall quality and suffer in these terms from their actual usage and range
of programmes. The school pools in general are dated and unlikely to be fully fit for purpose
and offer the quality of experience into the later stages of the strategy period without significant
updating and refurbishment. The private but pay and play facility at Pinewood is in good order,
and offers much potential for additional further use.
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Accessibility
Map 3.2: Accessibility to Swimming Pools in North Norfolk
No detailed assessment of accessibility was undertaken (and accessibility mapping is no longer
available from Active Places). However from the map above, the distribution of pools around
North Norfolk suggests that only about 20000 local residents live outside the 20-minute
catchment of an existing pool in North Norfolk or neighbouring districts/boroughs (representing
about 20% of the total population). The main area outside catchment is Fakenham. Residents
of all the main towns except Fakenham are also likely to be within a 20-minute walk of the main
pools.
Availability
As with halls, the availability of a pool takes into account how much a facility is actually used,
how full is it, how much a facility could be used and what scope there is for increasing its
availability.
These factors are considered in general in the section above on quantity of facilities. They are
influenced by a number of factors, including:

The management and ownership e.g. whether facilities are public, private or education
based. The two main pools are owned by the LA and managed by the leisure contractors
North Norfolk District Indoor Leisure Facilities Strategy:
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
as community facilities. Pinewood is privately owned but with a pay and play philosophy,
and the three schools halls are owned by the school, but with some community usage.
Membership packages are widely available for most pools.
A programming and sports development policy e.g. is availability given over to specific
sports, initiatives and range of activities at certain times. Some facilities may be
programmed only for specific sports, users or activities. The pools available for wider
community use offer a range of different swimming opportunities, widest in the two public
pools, but extensive also at Alderman Peel HS. School pools are by definition available for
a narrower range of activities, and Pinewood is mainly used for recreational or fitness
swimming

The cost of use e.g. a high cost may result in a facility having very little use. There is no
evidence that pricing is restricting usage of the existing pools – the LA/PFP pools are run
mainly on a membership basis, with monthly fees broadly in accordance with local market
considerations.

Patterns of use e.g. a popular facility that is always full, a facility that is heavily used but
only for a limited period across the week, is the nature of use changing over time? Again,
there is no evidence that facilities differ in these respects.

Hours of use e.g. opening times available for public use, this will be linked to the
programming policies above. Hours of use vary across the board – public pools are
available throughout the day and evening, while the school pools are restricted mainly to
community use when not required by the school.

Facility design e.g. the physical design and layout of a facility may limit or prevent use by
specific users. Existing pools vary in their design, and offer a different swimming
experience partly dependent on this – the Splash is a 1980s leisurised pool, attractive to
recreational swimmers, while Victory Pool is more conventional and allows lane swimming
and club development. The school pools are smaller and offer a relatively limited range
of activities. Pinewood is also a rectangular tank with conventional use for recreational
swimming.
These factors impact on the availability to the user of the facility, but there is no evidence that
they prevent any facility being used for its prime purpose, and therefore impact on the overall
capacity of the facility. The only restrictions at present would appear to be availability of the
school pools during the daytime when schools are in session.
Demand
Sports Facilities Calculator
The SFC is primarily intended to estimate the demand for facilities in discrete areas e.g. it is useful
in determining the likely demand for pools from the residents of new housing growth. With some
provisos it can be used to give a broad estimate of the demand over a local authority area,
though it takes no account of demand across LA boundaries, quality of facilities and detailed
opening times.
The SFC estimates that at present (with the latest population estimate of 102,600 in 2014) there is
sufficient demand in North Norfolk at normal participation rates for about 4.7 4-lane pools, or
about 19 lanes (the equivalent of about 990m2 of floor space) in community use (representing
about 6030 visits per week in the peak period).
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Future demand
Table 3.5: SFC Calculations for Swimming Pools
2021
2026
Population
Pools
Lanes
m2
106500
109600
5.6
5.7
22
23
1180
1215
Visits per
week
7170
7375
These compares with current provision of about 2200m2 of water space (in the APP assessment)
or 1440m2 of water space (at the main larger pools in full community usage). On this crude
assessment, there is ample water space overall to meet anticipated demand now and in the
future. A fuller assessment is required to consider the actual availability of pools throughout the
day, hours of usage, location in terms of demand, age and condition. This assessment is set out
below under the FPM section.
FPM Assessment
Sport England’s FPM runs undertaken as part of the National Facilities Audit were first produced
in April/May 2008, and have recently been refreshed (January 2014). The assessment for
swimming pools includes all pools over 20m in length or 160 m2 in water area, in community use,
but excludes outdoor pools and those temporarily closed. The analysis is based on national
participation rates for sport, while North Norfolk participation in swimming is in fact slightly below
national rates. The great benefit of this tool is that it assesses demand and supply across LA
boundaries and takes into account catchments and capacities of existing pools. The database
used is that contained in APP at the time of the assessment (January 2014).
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Table 3.6: Pools Considered in FPM Assessment
Name of facility
North Norfolk
CROMER HIGH SCHOOL
FITNESS EXPRESS AT KELLING
HEATH
GRESHAMS HIGH SCHOOL
PINEWOOD LEISURE CLUB
PINEWOOD LEISURE CLUB
SPLASH LEISURE AND FITNESS
CENTRE
SPLASH LEISURE AND FITNESS
CENTRE
VICTORY SWIM & FITNESS
CENTRE
Type
Main/General
SITE
YEAR
REFURB
WEIGHT
FACTOR
PUBL
IC/
CO
MME
RCIA
L
2001
66%
P
34.5
36
920
56%
93%
C
47
94
1,488
5%
HRS in NPP
COMMNT
Y HRS
AVAIL
Facility
Capacit
yvpwpp
11,801
Dimensions
AREA
SITE
YEAR
BUILT
% of
Capacit
y used
38%
20 x 8
160
1979
19 x 10
190
2000
25 x 10
250
1970
1999
46%
P
37
37
1,542
41%
25 x 10
250
1992
2007
93%
C
49.5
95
2,310
10%
10 x 3
30
49.5
95
25 x 14
350
50.5
100
2,995
26%
3x2
6
49
99
25 x 13
325
47
89
2,546
89%
Main/General
Main/General
Main/General
Learner/Teachin
g/
Training
Main/General
Learner/Teachin
g/
Training
1988
2003
2004
86%
96%
P
P
Main/General
Pools excluded - all others in table at head of section
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Summary and Conclusions of FPM Assessment
Summary

Supply - There are eight swimming pools in North Norfolk on six sites, considered by the
model. Management and public use of the pools is mixed. These pools provide a
total of 1560m2 of water, (scaled to 1360m2 to take into account hours available). This
is the equivalent of 11800 visits per week. Total swimming pool provision in North Norfolk
equates to 15m2 of water space per 1,000 population. This is higher than the national
(12.7) and regional (12.5) averages and much higher than all the neighbouring LA
areas

Demand equates to 6050 visits per week in the peak period, or about 1000m2 of water
taking into account a ‘comfort factor’. This results in an indicative over supply of about
360m2 of water when looking in isolation at the demand/supply balance within North
Norfolk. It should be noted that this figure does not take into account cross boundary
movements or the attractiveness of facilities in terms of quality and accessibility, so
needs to be treated with caution

Satisfied demand (demand from North Norfolk residents that is being met by the
available supply within and outside district boundaries) equates to 4550 visits in the
peak period, or 75% of total demand generated, a figure that is much lower than
national (91%) and regional (90%) averages, and lower than two of the neighbouring
LA areas. Despite the good supply, SD is relatively low because of poor accessibility in
the rural areas of the district

Unmet demand is therefore calculated at about 25% of total demand generated from
North Norfolk residents, or 1500 visits per week in the peak period. This unmet demand
equates to a total of about 250m2 of water (with a comfort factor added), or the
equivalent of slightly more than one 4-lane pool in total. This is relatively evenly spread
across the district with the higher areas of need being in the Fakenham and North
Walsham areas

99% of the unmet demand is from residents who live outside the catchment of a facility
as opposed to a lack of capacity at those facilities (<1%). This differs greatly from the
national average, which calculates that 12% of unmet demand is due to a lack of
capacity at existing facilities, and the regional average figure of 8%, and is caused
again by remoteness of much of the population, particularly in the rural parts of the
district, to existing pools

Used capacity - pools in North Norfolk operate on average at very low levels of utilised
capacity (38%) which is significantly below the national (65%) and regional average
(64%) figures and significantly higher than the nominal figure of 70% which indicates
that a facility is uncomfortably full

Import/export - approximately 89% of the satisfied demand is met by facilities within
North Norfolk, with the remaining 11% (500 vpwpp) exported to facilities in
neighbouring districts. 10% of visits to halls within North Norfolk are from people who live
outside the district. North Norfolk is a small net exporter of demand to neighbouring
districts to in the order of about 50 visits (mainly to Aylsham).
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Map 3.3: Aggregated Unmet Demand for Swimming Pools in North Norfolk

Relative share - North Norfolk residents experience an above average relative share of
access to pools, with a rating of 144, which equates to 44 percentage points below the
national average. The relative share map above shows that there are huge disparities
in the quality of access North Norfolk resident currently enjoy. Residents of Sheringham
have an extremely high figure of 362, whilst those in Sea Palling have a figure of just 13.
Perhaps more importantly (because of the small size of Sea Palling etc.) Fakenham,
with a population of over 8,200, has a RS score of just 38.
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Map 3.4: Relative Share for Swimming Pools in North Norfolk
General Demand
Active People Survey
The Active People surveys undertaken regularly by Sport England do give some indication of
existing participation in sport although it is accepted that this does not equate exactly with
demand, as the latter may be affected by current provision. However the regularity of the
surveys from 2007/8 on a six monthly and annual basis since then do allow some trends in
participation to emerge, as set out in the following table. The data below includes the most
recent outputs from APS8 in October 2014 for all geographical areas except North Norfolk
(because of sample sizes).
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Chart 3.1: Participation in Swimming
Participation in swimming in North Norfolk has varied wildly over the period since APS started,
but has generally been slightly below the averages for other areas, and at APS7 (October
2013) stood at 6.2% participants once a week. There has been a decline in swimming overall
since APS figures were first collected. They are now however sufficiently close to the national
average for the outputs of the previous tools to be considered valid for the district. It is
therefore estimated from this data that current participation is about 6-6.5%, and there are
about 5700 regular adult swimmers in the district.
Market Segmentation
Market segmentation data can be used to establish the profile of current and likely future
levels of participation in various sports or groups of sport. For swimming, the distribution of
participation among adults is set out in the attached maps and tables. The overall map
suggest that swimming participation is likely to be fairly consistent across the whole district,
although in reality this may vary according to the availability of and accessibility to actual
pools.
The main participants (as with sports halls) are Tim, Philip, Elaine and Roger and Joy, and the
latter three are more highly represented than the regional and national average, which
reflects the demography of the area. Total participants in these types of sport are about
11,000 adults (this is considerably higher than the estimate set out above, which may be
explained by the different dates to which the data refers, the fact that MS data reflects once
a month participation and the precise criteria defining participation in each dataset).
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Potential additional participants reflect the current situation, and number about 10,500 – i.e.
there is a latent demand for about a further 90% participants (this figure should be treated
with some caution as it reflects a theoretical situation based on market segments rather than
an actual propensity to take part in swimming).
Map 3.5: Distribution of People Participating in Swimming
Chart 3.2 Population Participating in Swimming
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Other Indicators of Demand

Future demand – there is an estimated drop in the active population (aged 6-55)
between 2014 and 2021/2026 of 2.4/3%, which in many sports could reduce the
demand/participation unless development initiatives are undertaken.
However
swimming is more attractive to a wider spectrum of the population, and this decrease
in the ‘active’ community may well be mitigated by the population increase overall,
which is in the order 4-7% by 2021/2026 (this is reflected in the SFC outputs above).
There could be an increase in demand for swimming on the basis of population
change

LA and other targets – the same considerations about future participation targets
apply as with sports halls. There is no agreed LA participation target, while an increase
in accordance with the most recent ASA Strategic Plan 2013-17 would increase
participation by about 200 swimmers in the district

Latent demand – the MS figures suggest that there may well be a significant number of
local residents who would like to take part in swimming who currently do not.
Summary and Conclusion (adapted from FPM conclusions)

North Norfolk residents currently enjoy high levels of pool provision but this provision is
significantly skewed in terms of its distribution both within and outside the district. This
creates areas with very high levels of provision and others with little or nothing. This will
impact significantly on some residents’ ability to be active. Careful consideration
should be given to any future investment in to swimming provision in the area to
understand fully the impact it can have on making swimming more accessible to more
people in the district. There is a particular shortfall of provision in the Fakenham area,
and consideration should be given to the provision of enhanced swimming facilities in
this area

Demand for swimming has traditionally been slightly lower than the national average
but has declined since APS data was first collected. There is a significant latent
demand, and there may well be future increases in participation because of
demographics changes and sports development/NGB initiatives

Usage is very low at a number of sites. Some of this may be due to the fact that the
impact of tourism cannot be accounted for in the model, but in general usage figures
are low so it does offer the opportunity to develop a strategy to identify which facilities
are key to community swimming and those which are not and to develop a plan of
provision that reflects these needs

A number of the facilities in the area are old and are likely to require investment in the
short /medium term to ensure they can remain a valuable community swimming asset.
Any future work should look to understand what the cost implications and to make
recommendations on how this can be moved forward to secure community swimming
opportunities in the district

Any future investment could offer the area an opportunity to look at the sites that
currently offer community access and re-map where facilities are needed to meet
community needs and drive participation. This may result in the closure of some sites,
reduced community access at others and potential new provision. The data does
indicate that there is an opportunity for this to be considered and the future offer to be
North Norfolk District Indoor Leisure Facilities Strategy:
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38
more equitable, and this needs to be addressed in the strategy. However this must
respect the geographical distribution of pools to ensure that it does not increase unmet
demand

Dialogue with the commercial operators should be encouraged to understand how
they can contribute greater levels of usage in relation to general community
swimming. This could from part of a solution to facility rationalisation with greater
community access to these sites.
Issues for Current and Future Provision

The assessment suggests that there is relatively good provision for swimming, and it is
difficult to justify any more pools in the district to meet current need. However there is
a skewed distribution throughout the district, and some areas are poorly served. Is
there a need for additional pools to plug these gaps?

Taking into account location, size and availability, do the existing pools meet the
demand for recreational swimming, teaching and/or club activities? Do swim clubs
and others still experience difficult of gaining access at their preferred times?

There is evidence that some main pools are operating at well below capacity. Is this
an argument for rationalisation of the existing pool stock in a comprehensive manner?

What is the role of commercial pools at health club and holiday sites in meeting the
local demand for swimming?

The current quality of the main pools is variable. There is an issue of age and
functionality with the school pools, many of which were built before 1990, although
some refurbishment has taken place. The quality of pools is very important. What
improvements are needed (if any) to keep them fit for purpose over the lifetime of the
strategy?

In the current financial climate, what is the best way of funding new pools/pool
enhancements?
Options

Do nothing, continued reliance on existing pools in North Norfolk and other pools
outside district will result in continued usage generally below capacity, but a skewed
distribution throughout the district

Options are a combination of:

-
re- provision at existing sites but different scale/mix (e.g. Splash);
-
modernisation of existing sites (e.g. Splash/Fakenham);
-
new provision ( e.g. Fakenham); and
-
partnership and increased access community use at existing commercial and
school pools (e.g. Cromer Academy, Rossi’s. Gresham’s, Pinewood)
Shortfall in Fakenham area – refurbish existing pools, or provide new pool? If an
evidence case for the latter, is there a business case which can be funded and
delivered?
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
Redevelop/refurbish/retain/close Splash. View is there an evidence base case of need
but
different
type/scale
of
provision.
What
is
most
cost
effective/affordable/deliverable? Focus is provision based on scale for need for
community use in the catchment area

Closer arrangement with existing commercial/tourist pools e.g. creating more
community use access as a partnership between commercial providers and the
Council

More intensive use of school pools (Wells, Cromer)

Longer term quality improvements.
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4: Health and Fitness Centres
Sport England defines health and fitness suites as those facilities providing fitness stations for
both cardiovascular and strength training, more commonly known as gym, and excludes
spaces for aerobics and dance activities. The assessment below is based as before on the
tools available from Sport England (although these are more limited than for other facilities).
Quantity
There are 12 health and fitness venues providing a total of 293 health and fitness stations
across the district. Of these nine are available on a pay and play basis, two are for
registered members and one is for private use only. There is no evidence of centres that
have closed in recent times.
Table 4.1: Health and Fitness Centres in North Norfolk
Site Name
Ward
Name
ALDERMAN PEEL SPORTS COLLEGE
CROMWELL BARN HEALTH AND
FITNESS CENTRE
FAKENHAM SPORTS & FITNESS
CENTRE
Priory
Lancaster
North
Lancaster
North
18
FITNESS EXPRESS AT KELLING HEATH
High Heath
24
HOLT YOUTH PROJECT
LINKS COUNTRY PARK HOTEL AND
GOLF CLUB
Holt
The
Runtons
10
PINEWOOD LEISURE CLUB
Corpusty
45
Pay and
Play
Pay and
Play
Pay and
Play
Pay and
Play
Pay and
Play
Pay and
Play
Pay and
Play
SPLASH LEISURE AND FITNESS
CENTRE
Sheringham
North
North
Walsham
West
33
Pay and
Play
VICTORY SWIM & FITNESS CENTRE
CROMER COUNTRY CLUB
ROSSI'S LEISURE
PASTON COLLEGE
Total
Suffield
Park
North
Walsham
West
North
Walsham
West
Stations
25
36
7
Access
31
Pay and
Play
Registered
Membership
use
Registered
Membership
use
16
Private Use
40
8
Ownership/
management
Community
school/in
house
Year
Built/refurb
Commercial
Local
Authority/Trust
1999/2010
Commercial
Community
Organisation
2000/2008
2007/2009
2004
2010
Commercial
1993
Commercial
Local
Authority/
commercial
Local
Authority/
commercial
1992/2004
Commercial
n/a
Commercial
Further
Education/LA
in house
1988/2005
2003/2008
2003
2000
293
There is also a small fitness room (18 stations including 10 CV, 8 resistance and dumb bells at
Gresham’s School, mainly for school use, despite demand from some local club), and some
smaller local gyms with limited numbers of stations in some villages, which are not
considered
strategic
for
the
purpose
of
this
assessment.
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41
In terms of availability for the wider community, 238 stations are there for pay and play use
(81%) on LA, school and commercial sites, 39 are for registered members (13%) on
commercial sites and 16 (5%) are privately used. Members clubs and those used by local
sports clubs are not necessarily available to the wider community (and therefore weighted
down 50%), so the effective number of ‘public’ stations in the district is 258.
Map 4.1: Location and Distribution of Health and Fitness Centres in North Norfolk
Other health and fitness centres in the wider area - In addition to the gyms in North Norfolk,
there are a number of other centres outside but on the edge of North Norfolk, which can
accommodate North Norfolk users if required. These include Dereham Leisure Centre,
Broadlands Sports Club and Oasis Hunstanton, though it is considered that the range of
facilities on these sites, the distance from the main centres of population in North Norfolk, and
their current availability to the community mean that in reality they make little contribution to
the needs of North Norfolk residents for sport on a regular basis.
Facilities per 1000 population – a manual calculation of the pro rata provision of health and
fitness centres in North Norfolk, the neighbouring LAs and other areas reveals the following
(the totals include all facilities on the database that are currently in operation, in some form
of community use):
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Table 4.2: Relative Provision of Health and Fitness Centres
Population
2014
All centres
No of stations
All stations /1000
North Norfolk
103,487
11
277
2.68
Broadland
126,974
7
388
3.06
KL & WN
151,445
12
525
3.47
Breckland
134,691
8
332
2.46
Gt Yarmouth
99,801
8
404
4.05
Norfolk
882,350
74
3277
3.71
6,039,771
54,472,081
564
5491
29520
4.89
300688
5.52
East region
England
Local provision in North Norfolk for health and fitness stations is only around half the national
and regional average, and lower than all surrounding districts except Breckland. Relative
supply of health and fitness is therefore low, but explained by the demographics of the area.
Quality
Information on the quality of facilities in North Norfolk is taken from APP, which highlights age
of facility, and refurbishment, enables this aspect to be used as a proxy for quality, and is
supplemented by site inspection data.
APP Data
Table 4.3: Age of Health and Fitness Centres
Built
Refurbished
1980-1989
1
1 (2005)
1990-1999
3
2 (2004/10)
2000-2009
6
3 (2008/8/9)
2010-
1
<1979
Of the 11 centres currently available for community use (for which information is available),
only one was not built or refurbished since 2000, most are more recent than that. It can be
judged therefore that health and fitness facilities are generally in good condition according
to age.
The quality, condition and programming were also assessed by site visits to the health and
fitness centres at the main ‘public’ pools and halls, and the scores for these are incorporated
the previous facility types.
Overall, the quality of health and fitness centres can be said to be good, only one centre has
not been built or refurbished since 2000, and the condition and range of facilities meets
current requirements.
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Accessibility
No detailed assessment of accessibility was undertaken (and accessibility mapping is no
longer available from Active Places). However from the map above, the distribution of gyms
around North Norfolk suggests that only about 14000 local residents live outside the 20-minute
catchment of an existing centre in North Norfolk or neighbouring districts/boroughs
(representing about 14% of the total population). All main towns are well served. Residents
of all the main towns are also likely to be within a 20-minute walk of the main centres.
Map 4.2: Accessibility to Health and Fitness Centres in North Norfolk
Availability
As with halls and pools, the availability of the gyms has been assessed using similar criteria:

Management and ownership – of the 11 main centres, 9 are available on a pay and
play basis while 2 are for registered members only. There is a range of ownerships but
gyms are all available on payment of a monthly subscription or ‘on the day’ according
to choice

Programming and sports development policy - this is not really a consideration when
addressing the availability of health and fitness facilities

Cost of use - there is no evidence that pricing is restricting usage of the existing centres
– information is available on monthly costs of membership and pay and play centres,
but it is considered that there is sufficient competition between centres to ensure that
all centres are available for use at an appropriate cost
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
Patterns of use e.g. a popular facility that is always full, a facility that is heavily used but
only for a limited period across the week, is the nature of use changing over time?
There is no evidence that this occurs within the district

Hours of use e.g. opening times available for public use, this will be linked to the
programming policies above. Hours of use generally cover the whole day from early
morning to late at night, except for the school facility at Wells and Holt Youth Project

Facility design e.g. the physical design and layout of a facility may limit or prevent use
by specific users. Most centres are purpose built and therefore fit for purpose at least
from the day of construction. The only exception is the Alderman Peel gym which is
housed in temporary accommodation on the school site (albeit that this serves its
current purpose).
These factors influence the availability to the user for the facility, but there is no evidence
that they prevent any facility being used for its prime purpose, and therefore impact on the
overall capacity of the facility. The only restrictions at present would appear to be availability
of the facilities on school sites during the daytime when schools are in session.
Demand
Active Places or the FPM do not consider health and fitness in the same degree of detail as
other facilities, and there is no ‘ready reckoner’ for assessing demand. The Fitness Industry
Association has devised a model that provides guidance on the supply of stations against
the current anticipated demand.
The model defines health and fitness users as all people participating in health and fitness,
including private club members and users of local authority facilities. The model is based on
peak period demand, and the peak times are identified as follows:
Mon-Fri, 6pm – 10pm
Sat-Sun, 12pm – 4pm
For modelling purposes, it is assumed that 65% of the total weekly usage occurs at the busiest
(peak) time periods. Based on research with health and fitness operators it has been
assumed that the average member/user visits the facility 2.4 times per week.
Sport England’s Active People Survey has been used to understand the percentage of the
population participating in health and fitness. In North Norfolk, Active People shows that over
the past few years (since APS was established) 10% of the population participate in health
and fitness/gym on a weekly basis (if taken as a trend over the years).
Table 4.4: Demand Calculation for Health and Fitness
Standard
Value
Population (over 16)
Total
88100
% of population participating in health and fitness
10%
8810
Average number of visits per week
2.4
21144
No. of visits in peak time
65%
13744
28
491
No. of visits on one hour of peak time
TOTAL NO. OF STATIONS REQUIRED (PEAK TIME)
North Norfolk District Indoor Leisure Facilities Strategy:
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491
45
This shows that, on this basis, a total of 491 stations are required during the peak time period to accommodate
anticipated current levels of demand. According to Active Places, the current supply is 293 (or 258 if relative
accessibility to the public is included) – this represents large shortfall of 200-250 stations if only those widely available
to the community are considered. However, this is likely to be a significant overestimate taking into account the
demographics of the area.
General Demand
Active People Survey
Chart 4.1: Participation in Health and Fitness
The data on participation is not currently available for APS8. Participation in what APS
defines as keep fit and gym has varied considerably over the years since APS began, and
now stands at between 8 and 13% (the trend figure is about 10% given the fluctuations and
the limited robustness of the APS8 figure which is based on a half year estimate). This is
consistently below comparable areas (generally 2-3 percentage points), and is a reflection
of the aged population. Like these other figures, the trends are broadly upwards.
Market segmentation data is not strictly comparable for health and fitness and no analysis
has therefore been made of this.
Other Indicators of Demand

Future demand – if current trends in gym activity continue, it is likely that participation
will increase in the same degree as in recent years
North Norfolk District Indoor Leisure Facilities Strategy:
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
Population changes - there is however an estimated drop in the active population
(aged 6-55) between 2014 and 2021/2026 of 2.4/3%, which in many sports (including
health and fitness) could reduce the demand/participation unless development
initiatives are undertaken. There is unlikely to be an increase in demand for health and
fitness gyms because of population change alone, although the popularity of gyms in
the relatively recent past and a continuation of these trends could increase levels of
activity

Latent demand – the lack of comparable MS data makes latent demand difficult to
estimate, but it is likely that there is a small proportion of the population that would like
to take part in these activities that currently do not or cannot.
Summary and Conclusions

There is a good distribution of gyms across the whole district, with all the main towns
(except Cromer) served by centres. There is a tendency towards smaller centres – the
largest facility has only 45 stations. The centres are a combination of commercial and
LA facilities, but the majority are available on a pay and play basis (albeit that
membership is probably available in all)

Relative provision for health and fitness in the district is only half the average, a
consequence no doubt of the ageing population

The quality of facilities is (probably) good

Accessibility by car is within accepted standards and on foot within the main towns
acceptable

Overall demand for gyms is likely to be affected by the age profile, and participation
rates at present and in the recent past have lagged behind other areas. However,
there is an upward trend in participation and if continued, needs to be catered for in
future provision

There is an estimated demand for an additional 200-250 stations, but this is based on
national participation rates, and is very unlikely to be required in full, though the
strategy should make provision for limited additional provision if a demand arises

There is a gap in provision in Cromer, which should be considered.
Issues for Current and Future Provision

The assessment has found that health and fitness provision in the borough is below
average, but local demographics justify this in general. As health and fitness responds
to the market better than other sports facility provision, this overall situation may be
accurate

Is existing access to health and fitness centres equitable for the whole community? Are
there enough health and fitness facilities available on a pay and play basis? Are all
sections of the population catered for – e.g. young people, senior residents, and
disabled?

The scale and size of new health and fitness centres will be determined by demand,
and the need to make other provision sustainable. Therefore, a new facility is only likely
to be built if it is economically viable and sustainable to do so as part of other provision
e.g. in conjunction with a new sports hall, swimming pool or AGP
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47

The optimum size of health and fitness centres may depend on a range of factors, and
there is no ideal number of stations per centre.
OPTIONS

Little need for additional gyms, except possibly in Cromer

Maintain quality and fitness for purpose

Improve community access to private facilities – part of wider partnership between the
Council and commercial providers on other facility types.
Additional provision only with other new sports facilities. Any new pool provision should have
gym – around 50 stations to support business case/viability. Fakenham already has gym at
the sports centre.
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5: Studios
Quantitiy
The Active Places database has recently collected information on studio provision mostly as
part of wider sports facilities. There are 4 such studios identified and currently available in North
Norfolk, three at the main sports centres/pools at Fakenham, North Walsham and Sheringham,
and one at a private health and fitness club.
Table 5.1: Studios in North Norfolk
Site Name
FAKENHAM SPORTS & FITNESS
CENTRE
ROSSI'S LEISURE
SPLASH LEISURE AND FITNESS
CENTRE
VICTORY SWIM & FITNESS
CENTRE
Ward Name
Lancaster North
North Walsham
West
Sheringham North
North Walsham
West
Access Type
Pay and
Play
Pay and
Play
Pay and
Play
Pay and
Play
Ownership/
management
Year Built/
refurb
Local Authority/Trust
2004
Commercial
2003/2004
Local Authority/Trust
1988/2000
Local Authority/Trust
2003
Map 5.1: Location and Distribution of Studios in North Norfolk
In addition there may be studios at several of the local secondary and high schools which may
be available for wider community use but these have not been notified or identified.
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Relative supply compared with other LAs in the area, region and national provision is not
considered appropriate at this stage in view of the unreliable and inconsistent nature of the
data collected.
Quality
No detailed quality and condition assessment has been undertaken, but for the purposes of this
study, existing facilities are considered to be fit for purpose
Accessibility
No detailed assessment of accessibility was undertaken (and accessibility mapping is not
available from Active Places), but the distribution of studios around North Norfolk suggests that a
very low proportion of local residents (22,000 or about 22%) live outside a 20-minute drive of a
studio. Residents of all the main towns except Wells have good driving accessibility, and
walking accessibility is also good within most of the main population centres.
Map 5.2: Accessibility to Studios in North Norfolk
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Availability
The studios at the three LA centres are all available to hire for pay and play and appear to fulfil
a wide range of functions – eg activities such as dance, martial arts, etc that do not require a
larger space. It is assumed that there are no constraints in terms of availability that would deter
usage for smaller scale activities in conjunction with the main use of the larger host facility
Demand
There is no accepted method of assessing demand for studio use, and Active People data on
participation is too imprecise to accurately extrapolate demand from participation data.
Discussion with studio owners, managers and operators suggest that there is significant spare
capacity and little or no expressed unmet demand.
General Demand
Active People Survey
Chart 5.1: Participation in Studio Activities
Overall participation in aerobics (one of the activities appropriate to consideration of studios)
has been on the decline throughout the period of APS at both national and regional level, and
now stands at about 0.6% of all adults. Data for Norfolk is only available up to APS4 but this was
constantly below average levels, and it is a reasonable assumption that current participation in
Norfolk and particularly North Norfolk is declining and at a lower level than 0.6% of adults. It is
likley that total adult participation in aerobics is no more than 500 in the district on the basis of
these figures, and declining.
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Market Segmentation
There is no comparable data in MS for the activities that take place in studios, although the
following provides some evidence of demand for a related activity.
Map 5.3: Distribution of People Participating in Studio Activities
Chart 5.2: Population Participating in Studio Activities
Participation rates throughout the district are about 1-2%, and the main participants in dance
exercise are Chloe, Helena, Roger and Joy, Elaine and Elsie and Arnold, the latter three of which
participate at higher than the national average. There are about 200 active participants, and a
North Norfolk District Indoor Leisure Facilities Strategy:
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further 105 who would like to take part. Participation in this activity is slightly lower than that
above for aerobics, but it demonstrates that the demography of the area is not conducive to
high levels of activity.
Other Indicators of Demand

Future demand – there is an estimated drop in the active population (aged 6-55)
between 2014 and 2021/2026 of 2.4/3%, which in many sports (in particular those
undertaken in a studio) could reduce the demand/participation unless development
initiatives are undertaken. There is unlikely to be an increase in demand for studios based
on population change, although LA, NGB and other development initiatives could
increase participation

Latent demand – the MS figures suggest that there may well be a small number of local
residents who would like to take part in activities in studios who currently do not.
Summary and Conclusions

Only four studios are identified in North Norfolk although there may well be other facilities
throughout the district fulfilling a similar function

The lack of data renders a comparison with other areas unreliable

Demand for studios in North Norfolk is likely to be lower than the average, based on APS
and other data, which takes into account the demographics of the area

At this stage and in the absence of evidence to the contrary, it is reasonable to assume
that there is a balance between supply of and demand for studios in the district, and that
future demand will be low.
Issues for Current and Future Provision

Is there a local demand for additional studios for dance, movement, and other activities
requiring smaller and specific spaces?
Options

Development of additional studios if need identified

Better community use of existing school studios where demand is evident.

Quality enhancements.
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6: Squash
Except for the database of facilities, the assessment below is not based as before on the tools
available from Sport England, and relies on locally gained information, websites and feedback
from governing bodies.
Quantity
The APP database includes the following courts, which have been verified by site visits.
Table 6.1: Squash Courts in North Norfolk
Site Name
CROMER LAWN TENNIS
AND SQUASH
FAKENHAM SPORTS
CENTRE ASSOCIATION
ROSSI'S LEISURE
ROSSI'S LEISURE
Ward Name
Suffield Park
The
Raynhams
North
Walsham
West
North
Walsham
West
Facility Sub
Type
Courts
Normal
2
Normal
2
Access
Pay and
Play
Pay and
Play
Normal
1
Glassbacked
2
Ownership/
management
Local Authority/
sports club
Year
Built/
refurb
1981/2005
Commercial
1973
Pay and
Play
Commercial
1978/2005
Pay and
Play
Commercial
1978/2005
In addition, there are four normal courts at Gresham’s School not on the APP database.
Of the total of 11 courts on five sites, nine are conventional courts, and only two glass backed,
allowing for viewing. All courts are available on a pay and play basis, on commercial, club or
school sites, and therefore available to the wider community, albeit that club membership may
be necessary.
No courts are understood to have closed down in recent times.
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Map 6.1: Location and Distribution of Squash Courts in North Norfolk
Description of Main Facilities
The main squash facilities with significant community use are considered in more detail
below:
Cromer Lawn Tennis and Squash Club - the club has two squash courts, which were opened
in 1980, have recently been refurbished and are available to both members and nonmembers. All members are encouraged to join the club's internal leagues. Annual club
tournaments held each year include the Open Club event, an Over 35 tournament in
memory of a former member Jeff Morris and a veterans’ tournament for those aged 45 and
over. The club currently runs one team in the Norfolk SRA Squash Leagues and in 2013-14
they finished in fourth place in Division Four. A team is also entered in the summer leagues,
which are less competitive, and in which as many members as possible are included.
Fakenham Sports Centre Association accommodates Fakenham Squash Club, which has
approximately 150 members (September 2014). There are two ‘Banbury’ courts with a small
viewing gallery, which are well lit, heated in winter, and maintained to a good standard.
Courts are normally available for 45 minute sessions every day from 9.15 a.m. to 10.00 p.m.
except on days when race meetings are held, and when club events are taking place (club
nights, matches, junior, etc. sessions). The club has qualified coaches, runs weekly club nights
on a Thursday evening, fun competitions, junior squash sessions on a Saturday morning, and it
also runs teams in the Norfolk winter and summer inter-club leagues. It also has a professional
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practice machine – the Squash Cannon – believed to be only one of two in the country.
Subscriptions are £30 per year with rates for juniors and court fees
Rossi’s Leisure - Since opening over 30 years ago, squash has always been a focus for health
and fitness at Rossi’s. There are 3 newly refurbished glass backed and enclosed courts, which
offer a venue for learning a new sport, improving technique or providing fun and healthy
competition. The courts accommodate teams from Rossi’s and north Walsham Squash clubs
who play in the Norfolk Winter and Summer Leagues, and there are internal club leagues
and tournaments as well as coaching. Squash membership is currently about 100 members,
and there is an estimated spare capacity of about 2/3. The facility is generally in very good
condition.
The courts also accommodate racketball, which uses a larger ball which does not need
warming-up and allows the opponent more time to react meaning longer rallies. Racketball
regular brings excellent health benefits and offers a good cardiovascular workout.
Gresham’s School comprises four conventional courts, with viewing gallery, in a dedicated
building, with separate changing rooms. The courts are maintained for school use with
regular painting and new lighting, but the floors and walls require additional work and the
g=facilities in general are dated. The courts are used about half of the time by the school,
including boarders, and the remaining time (mainly in the evenings) is available for North
Norfolk Squash Club (who have one team in the Norfolk League), parents and staff at the
school (there is a 56 staff league currently operating). About half the wider ‘community’
time is not occupied, and there is therefore significant spare capacity for additional use. The
school would like to improve the courts with glass backs, preferably as part of a wider
improvement of all school sports facilities to extend community use for local residents and
existing school users.
Other Courts in the Area
The only other courts available within an accessible distance of the edge of North Norfolk
and which might accommodate demand from local residents are at Broadland Sports Club
in Fleggburgh, but these are considered sufficiently distant not to affect local supply and
demand.
Relative Supply
A manual assessment has been undertaken of the supply of squash courts in North Norfolk
compared with pro-rata provision in the neighbouring LA areas and other areas (the totals
include all facilities on the database that are currently in operation with some degree of
community use) – this comparison includes the Gresham’s School courts, though relies on
APP data for information for other areas.
Table 6.2: Relative Provision of Squash Courts
North Norfolk
Broadland
KL & WN
Breckland
Gt Yarmouth
Norfolk
East region
England
Population
2014
103,487
126,974
151,445
134,691
99,801
882,350
6,039,771
54,472,081
No of courts
Courts/1000
11
8
8
7
7
61
516
4013
0.11
0.06
0.05
0.05
0.07
0.07
0.09
0.07
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Relative provision in North Norfolk (if Gresham’s School is included) is therefore higher than
the national or regional average, and the local provision in any of the neighbouring LA area.
Quality
Active Places data suggests that all squash centres/courts were built in the period from 1973 81 although some have been refurbished in the last 10 years. Basic quality assessments were
undertaken during site visits to assess their quality and future fitness for purpose in more detail,
and there appears to be a variation on the quality of squash facilities in the district, with
some of the older courts and facilities requiring some modernisation.
Accessibility
No detailed assessment of accessibility was undertaken (and accessibility mapping is not
available from Active Places), but the distribution of courts around North Norfolk suggests
that a very high proportion of local residents (about 81000 or 81%) live within a 20-minute
drive of a squash court. The main areas outside catchment are Wells and the villages in the
east of the district. Walking accessibility is also good from most of the main towns.
Map 6.2: Accessibility to Squash Courts in North Norfolk
Availability
Despite the management type set out in the table above, squash use is primarily available
through club membership, and pay and play access is relatively limited. This may highlight a
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need for squash facilties avaulable to the community on a casual basis. No constraints in
terms of availability were identified that would deter usage of squash facilities in the district.
Demand
There is no established methodology for estimating the level of total demand, and satisfied
and unmet demand as with other planning tools. The Active People surveys undertaken
regularly by Sport England do give some indication of existing participation in squash
although it is accepted that this does not equate exactly with demand, as the latter may be
affected by current provision. However the regularity of the surveys from 2007/8 on a six
monthly and annual basis since then do allow some trends in participation to emerge, as set
out in the following table.
Chart 6.1: Participation in Squash
Some of the headline findings from these APS surveys and recent Sport England reports are
as follows:

overall participation has declined both in regular and less regular participation over
the time period, and this is reflected in both male and female activity rates;

there have been downward trends in 30-35, 35-44 age groups, while 45-64 has fallen
back to levels of two years ago after an increase. 20-24 participation is back to same
levels of 2 years ago;
North Norfolk District Indoor Leisure Facilities Strategy:
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
organised squash represents about 27% of all participation, club membership 18% and
organised competitive squash about 13%;

coaching and tuition have increased over time;

participation in the East region is currently higher than the national average and has
declined slightly less sharply than the national figures (however there is no data on APS
for areas smaller than the region, and the local demographics in North Norfolk are likely
to mean that participation in squash in North Norfolk at best is about the national
average); and

it is estimated from this data that there are about 350 adults playing squash regularly in
the district
It is well documented that squash is not as popular as in its heyday of say 20 years ago, but it
is apparent that there is a core of participation, that new courts are often being built and
that the NGB (England Squash) is active in promoting the sport. However, participation
targets recently set with Sport England are being missed (to the current tune of 50,000 (once
per week participation is currently about 285,000).
In the absence of more detailed information, it is assumed that the demand for squash
courts in North Norfolk is equivalent to the national average, but that this will fluctuate and
may well decline given the most recent overall trends in participation. Feedback from club
and facility visits suggests that existing facilities are by no means well used, that there are
relatively few teams playing in the County leagues and that there is significant spare
capacity at existing venues.
Market Segmentation
Market segmentation data can be used to establish the profile of current and likely future
levels of participation in squash as with other sports. For squash in general, the distribution of
participation among adults is set out in the attached maps and tables (the data relates to
squash and racketball so is not directly comparable with the APS data above).
The overall map suggests that squash participation is likely to vary across the whole district
between 0.1 and 2% of the adult population, though it is potentially higher outside the main
towns (where the courts exist). The main participants (in common with many areas) are Tim,
Ben and Philip, but the first two of these are less well represented than nationally, while there
are also pockets of Roger and Joy, above the national average. Total participants in squash
is estimated at about 850 adults (this is inconsistent with the estimate set out above, but the
MS data is for once monthly participation and also includes racketball)). Potential additional
participants reflect the current situation, and number about 500– i.e. there is a latent
demand for about a further 60% participants (this figure should be treated with some caution
as it reflects a theoretical situation based on market segments rather than an actual
propensity to take part in sport).
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Map 6.3: Distribution of People Participating in Squash
Chart 6.2: Population Participating in Squash
Other Indicators of Demand
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
Future demand – there is an estimated drop in the active population (aged 6-55)
between 2014 and 2021/2026 of 2.4/3%, which in many sports including squash) is likely
to reduce the demand/participation unless development initiatives are undertaken.
There is unlikely to be an increase in demand for squash because of population
change

England Squash are currently preparing a new participation strategy, the results of
which are not yet known in terms of targets for future levels of activity

Latent demand – the MS figures suggest that there may well be a significant number of
local residents who would like to take part in squash who currently do not.
Summary and Conclusions

There are four venues for squash in North Norfolk, serving four of the district’s main
towns

Relative provision of courts is above average, while it is likely that the demographics of
the district deflate demand below the national average

Existing clubs and venues have some spare capacity and there are relatively few
teams representing clubs. Future demographic changes are not conducive to
increase demand, though there may well be some latent demand in accordance with
the MS profile

At this stage, it is reasonable to assume that there are sufficient squash courts to meet
current and future demand, although this should be monitored as part of the ongoing
strategy implementation. There is no casual usage of existing courts, and consideration
should be given to more play and play access to existing courts

The quality of existing courts and other facilities is variable, and should be maintained
and enhanced to ensure continued fitness for purpose over the span of the strategy.
Issues for Current and Future Provision

Is there a local need for additional squash courts to meet demand in accordance with
the demand exercise?

Is the range and type of courts suitable for the different demands – is there a need for
any ‘public’ courts at LA sports centres?

Are facilities adequate to allow the development of clubs, coaching and junior
participation?

Quality and condition overall are considered to be average at best, but need to be
maintained to keep facilities fit for purpose over the period of the strategy.
Options

Probably no need for additional courts

Focus on partnership with clubs as the providers of squash. Encourage clubs to develop
pay and play access as well as membership
North Norfolk District Indoor Leisure Facilities Strategy:
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
Longer term quality improvements where necessary to ensure long term fitness for
purpose.
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7: Indoor Bowls
The assessment below is based as before on the tools available from Sport England.
Quantity
Table 7.1: Indoor Bowls Halls in North Norfolk
Access
Ownership/
management
Year Built/
refurb
4
Pay and Play
Commercial
1973/2007
Corpusty
6
Pay and Play
Commercial
1987/2000
North Walsham West
8
Pay and Play
Commercial
1978/2001
Site Name
FAKENHAM SPORTS CENTRE
ASSOCIATION
Ward Name
The Raynhams
PINEWOOD LEISURE CLUB
ROSSI'S LEISURE
Rinks
There are three indoor bowls facilities within North Norfolk providing 18 rinks.
Map 7.1: Location and Distribution of Indoor Bowls Centres in North Norfolk
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63
Description of Indoor Bowls Centres
The three indoor bowls centres are considered in more detail below:

Pinewood Leisure Club/Park IBC comprises six rinks, and is in a separate building as part of
a wider leisure club in private ownership. Current membership stands at 370 in total,
comprising 220 men and 150 women, mainly over 65. Membership fees £48 pa, plus green
fee of £3.90. Capacity - formerly membership was as large as 8-900, so current spare
capacity (theoretically 4-500). Could easily accommodate additional 100 members
immediately
Catchment is mainly Sheringham, Cromer and Holt, though some players travel out from
Norwich North Walsham, etc. Promotion – worked with Active Norfolk, limited immediate
success, but not long term. No involvement with England Bowls. Manager would like to
attract more people from the 50+ age group (too late to attract 65+ from new)
Usage – daytime, mainly retired players, recreational and internal leagues (e.g. six rinks in
use at 10.00 am today). Evening leagues (up to 9.00 evening) mainly working players.
Teams and players in county leagues for men and women (Sats) and friendlies and local
competitions with other clubs (Suns). Limited caravan site usage (less than e.g. gym
because of demographics of holidaymakers)
Quality and condition - facility is in good condition, including ancillary facilities (bar,
changing etc.). Carpet now needs replacement. Building itself in good condition and no
current problems
Views on need for additional indoor bowls – there is spare capacity here and elsewhere
and despite demographics, unlikely to be a justification for any more indoor bowls halls in
district. Geographically all main towns catered for (Fakenham, North Walsham and
Cromer/Sheringham/Holt).

Fakenham Sports Centre Association - the bowls facilities comprise a 4-rink indoor bowls
hall, which is an industrial building and has a high roof.
The Sports Association also
manages two squash courts, 9-hole outdoor golf course, function suite which is used for
bridge, classes and functions and can seat up to 180 people, and a bar and lounge area,
with full catering at lunch times and from 6pm. The building is open seven days a week.
The facilities are run by a charitable trust organisation, which owns the building and has
shared land with Fakenham Racecourse landowners. The association came into being in
1973 – 74 when the then council disposed of the building to the Association
A single story main building houses all the activity areas and function rooms, with a
separate squash court building. There is no insulation and energy costs are high for the
association. The association has a high turnover but low reserves, and major repair or
renewal could cause difficulties. However, the building is ageing and turnover prevents
major modernisation – it gets by and does running improvements with small annual surplus
The association is run on a membership basis, comprising the separate elements of the
association. Membership is buoyant and the centre is busy.
The average age of
membership is in mid 50’s and the centre is struggling to increase membership. Gender
split is male 66% and female 33%. No figures on total membership but bowls is 425 but
declining (includes some elite national players). The bowls section is run under the
auspices of the Gallows Bowls Club. The centre has a strong membership commitment,
North Norfolk District Indoor Leisure Facilities Strategy:
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and the management is keen to develop opportunities – on race days and non-race
events at the racecourse and so visitors use the venue
Fakenham Racecourse in consultation has suggested that in view of the current condition
of the existing bowls hall and other facilities, and plans that it might have for refurbishing its
own facilities, there is scope for a joint venture between the Racecourse and Fakenham
Sports Centre Association for improved bowls, other sports, racecourse, bar and other
facilities on this site in the future

Rossi’s Leisure - bowls facilities include a bowls halls (2 x 4 courts plus previous 4 now
removed, current total 8 rinks), plus an outdoor green. In addition the centre also has 3
squash courts, swimming pool, steam room/sauna/Jacuzzi etc, health and fitness gym, ten
pin bowling alley and ancillary facilities including changing, bar, cafe, parking etc
The site was previously farmland, with a steel frame building business – a bowls building
was first constructed in 1978, additional four rinks in 1982 and a further four in 1984. Squash
courts added 2 + 2 in 1984, then outdoor tennis. Four bowls rinks converted to tenpin
bowling, and one squash court to gym. 2003 new gym built plus studio and pool. 2010
children’s play added
Management – all sports facilities operated on a membership and pay and play basis.
Membership packages range from £32 to 54 (compare with Victory). There is estimated to
be 50% spare capacity overall at the centre across all activities
The bowls hall is used by North Walsham BC. Bowls is considered to be in decline
nationally and in some cases locally (e.g. Lakeside, Lyng recently closed). Activity is
based on the club. Main activity times are 10-12 and 2-4, previously evenings. Currently
300 members (spare capacity of 75%). Membership is mainly male, with few juniors,
despite some development work. There is considered an oversupply of bowls facilities in
the wider area
The catchment of Rossi’s is the area around comprising Aylsham, Cromer, Stalham,
Coltishall and Wroxham. The centre is in good condition and generally well kept.
Other indoor bowls centres in the wider area - In addition to centres in North Norfolk, there are a
further 11 indoor bowls centres within a 30-mile drive of the middle of the district as follows.
None of these is within a 30-minute drive. However, it is considered that the distance from the
main centres of population in North Norfolk mean that in reality that they make little contribution
to the needs of North Norfolk residents for sport on a regular basis.
Table 7.2: Bowls Halls in Neighbouring Areas
Site Name
COUNTY ARTS
INDOOR BOWLS
CLUB
DEREHAM LEISURE
CENTRE
NORMAN
COMMUNITY
CENTRE
LA Name
ROUNDWOOD
Rinks
Ownership/
management
Year
Built/
refurb
Range
(mins)
1962/2001
20-25
2007
20-25
Broadland
6
Access
Sports Club /
Community
Association
Breckland
4
Pay and Play
Sports Club
Local Authority/
commercial
Norwich
4
Pay and Play
Local Authority/in
house
1984/2008
20-25
Broadland
6
Sports Club /
Sports Club
1989/2006
20-25
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Site Name
BOWLS CLUB
NORFOLK
BOWLING CLUB
ACLE INDOOR
BOWLS CLUB
ACLE WAR
MEMORIAL
RECREATION
CENTRE
OASIS LEISURE
CENTRE
(HUNSTANTON)
OLD HALL (ASHILL)
INDOOR BOWLS
CLUB
PENTNEY INDOOR
BOWLS CLUB
WYMONDHAM
DELL INDOOR
BOWLS CLUB
LAKESIDE INDOOR
BOWLS CLUB
(closed)
Year
Built/
refurb
Range
(mins)
1968/2011
25-30
1993
30-35
1993
30-35
Local
Authority/Trust
1984/2007
30-35
Commercial/other
1974/2002
30-35
Ownership/
management
LA Name
Rinks
Norwich
7
Access
Community
Association
Sports Club /
Community
Association
Broadland
6
Pay and Play
Sports Club
Sports
Club/commercial
Broadland
1
Pay and Play
Community
Organisation
King's Lynn and
West Norfolk
4
Breckland
King's Lynn and
West Norfolk
4
Pay and Play
Sports Club /
Community
Association
6
Pay and Play
Commercial
1983/2009
30-35
South Norfolk
6
Sports Club
1964/1998
30-35
Breckland
8
Pay and Play
Registered
Membership
use
Commercial
1995/2008
15-20
Map 7.2: Location of Indoor Bowls Centres and Catchments in the Wider Area
North Norfolk District Indoor Leisure Facilities Strategy:
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Facilities per 1000 population – a manual calculation of the pro rata provision of indoor bowls in
North Norfolk and the neighbouring LA areas reveals the following (the totals include all facilities
on the database that are currently in operation):
Table 7.3: Relative Provision of Indoor Bowls Centres
Population
2014
Indoor bowls
centres
Rinks
Rinks/1000
North Norfolk
103,487
3
18
0.17
Broadland
126,974
4
19
0.15
KL & WN
151,445
3
15
0.10
Breckland
134,691
4
22
0.16
Gt Yarmouth
99,801
3
25
0.25
Norfolk
882,350
23
126
0.14
74
395
0.07
338
1773
0.03
East region
England
6,039,771
54,472,081
Pro rata bowls provision in North Norfolk is very much better than the national average, and
even the regional average which itself is very high. There is also better local provision than in
Norfolk (which is also very high), and all other LAs (except for Gt Yarmouth). Indoor bowls has a
long tradition in the region and county, and is well catered for.
Quality
The existing bowls centres were all built in the 1970/80s, although each has been refurbished or
extended more recently, and quality is generally considered to be good and fit for purpose,
although there may be a need to bring some centres up to more modern standards. The
quality has been confirmed by site visits, and the question is whether they are likely to remain fit
for purpose over the duration of the study.
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Accessibility
Map 7.3: Accessibility to Indoor Bowls in North Norfolk
Accessibility mapping is no longer available from Active Places, but a detailed assessment of
the distribution of centres in and around North Norfolk suggests that about 30,000 local residents
(or 30%) live outside a 20-minute drive of an indoor bowls centre either in the district or in
adjacent districts. The areas remotest from a centre are around Wells, and the rural villages in
the east and south centre of the district.
Availability
Factors such as management and ownership, cost, programming, hours of availability and
facility design have been considered in terms of affecting the availability for use of the three
indoor bowls centres, but there is no evidence that they prevent any facility being used for its
prime purpose, and therefore impact on the overall capacity of the facility. All centres are
available for usage by members, but there is no particular restriction on wider community
access to membership.
Demand
Sports Facilities Calculator
The SFC is primarily intended to estimate the demand for facilities in discrete areas e.g. it is useful
in determining the likely demand for halls from the residents of new housing growth. With some
provisos it can be used to give a broad estimate of the demand over a local authority area,
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though it takes no account of demand across LA boundaries, quality of facilities and detailed
opening times.
The SFC estimates that at present (with the latest population estimate of 102,600 in 2014) there is
sufficient demand in North Norfolk at estimated participation rates for about 3.5 indoor bowls
centres (of 6 rinks), or about 20.7 rinks in community use (representing about 3250 visits per week
in the peak period). These estimates take into account that participation in bowls is higher than
the average used in the model (by 100% - see below). Potential future demand is estimated in
the table below.
Future Demand
Table 7.4: SFC Calculation
2021
2026
Population
106500
109600
Rinks
21.5
22.1
Centres
3.6
3.7
Visits per week
3350
3450
These compares with current provision of about 18 rinks in full community usage. On this crude
assessment, there is a small shortfall of bowls facilities, but this will also need to take into account
other factors from consultation and site visits. A fuller assessment is required to consider the
actual availability of bowls centres throughout the day, hours of usage, location in terms of
demand, age and condition. Bowls is not considered in Sport England’s FPM and alternative
means must therefore be found.
General Demand
Active People Survey
The Active People surveys undertaken regularly by Sport England do give some indication of
existing participation in indoor bowls although it is accepted that this does not equate exactly
with demand, as the latter may be affected by current levels of provision. However the
regularity of the surveys from 2007/8 on a six monthly and annual basis since then does allow
some trends in participation to emerge, as set out overleaf.
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Chart 7.1: Participation in Indoor Bowls
Data for bowls is only available down to regional level for indoor (flat green) bowls, but it is clear
that regional participation is higher than the national average, by about 0.5 percentage points
(or about 70% in real terms). While the national rate has remained fairly steady over the period
of APS, regional participation has fluctuated more. Current participation is at 1.17% in the region
but the recent trend has seen participation at about 1.3% over the last 3 years. It is likely from
experience and other studies in the area, that participation in indoor bowls in the county and
North Norfolk is higher than the regional figure.
Chart 7.2: Participation in Bowls Overall
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Participation in bowls overall has shown a greater fluctuation and appears to have recovered
from a decline across all areas in APS5 (2011) to be on a slight increase since then. Bowls
participation overall is measured at Norfolk level, and data confirms that county participation
levels are indeed at least double the national average and appreciably above regional levels.
Demand for bowls in North Norfolk (given the demographics of the area) is likely to reflect the
Norfolk participation rate, and remain buoyant, although probably not at the levels of 2009. On
this basis, it is estimated that there are 1100-1200 indoor bowls players in North Norfolk from these
rates.
Market Segmentation
Market segmentation data can be used to establish the profile of current and likely future levels
of participation in various sports or groups of sport. For bowls in general, the distribution of
participation among adults is set out in the attached maps and tables. The overall map suggest
that bowls participation is likely to be fairly consistent across the whole district at 1-2%, although
in reality this may vary according to the availability of facilities, including outdoor greens and
indoor centres.
The main participants (as with many sports due to the demographics of the area) are the
segments at the older end of the age spectrum and Roger and Joy, Frank and Ralph and Phyllis
are more highly represented than the regional and national average. Total participants in bowls
are estimated at about 1200 adults (this is broadly consistent with the estimate set out above,
although the data refers to once monthly participation). Potential additional participants
reflect the current situation, and number about 250 – i.e. there is a latent demand for about a
further 20% participants (this figure should be treated with some caution as it reflects a
theoretical situation based on market segments rather than an actual propensity to take part in
sport.
Map 7.4: Distribution of People Participating in Bowls
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Chart 7.3: Population within North Norfolk Participating in Bowls
Other Indicators of Demand
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
Current club consultation suggests that the buoyant figures set out above may in fact be
confirmed as relatively accurate. Total club membership at the three venues is about
1100, and there may also be players at clubs and centres outside the district. However
the evidence suggests that membership is in a steady long-term decline

Bowls England is the ‘new’ governing body for bowls in England, and has established in
conjunction with other organisations the Bowls Development Alliance. In 2010, the BDA
secured 4 years further funding from Sport England to invest in grass roots development
with a focus towards securing 10,810 new members aged 55+ and a further 2,800 new
members with a disability aged 16+. Supported in its work by its national governing body
partners, Bowls England and the English Indoor Bowling Association Ltd, the BDA is working
across the country with clubs and county associations to deliver financial and nonfinancial support to assist with their recruitment activities. In October 2013 (the latest date
for which information could be found), the BDA passed 1,000 new members aged 55 and
over recruited into the sport since the start of the 2013-2017 delivery period, bringing the
total number of new members aged 55 and over recruited by the BDA to 6,300. The
governing body employs a development manager with a remit to widen participation.
The retention of existing bowls players and the attraction of new players may well depend
on initiatives such as this

Future demand – there is an estimated drop in the active population (aged 6-55)
between 2014 and 2021/2026 of 2.4/3%, which in many sports could reduce the
demand/participation unless development initiatives are undertaken. However the
associated increase in the population aged 55+ (which is the main age group for bowls)
of 11/19% could increase the participation in bowls in the coming years. This will depend
on clubs and centres being positive in attracting the additional population into the sport

Latent demand – the MS figures suggest that there may well be a small proportion of local
residents who would like to play indoor bowls who currently do not.
Summary and Conclusions

There are three indoor bowls centres in the district broadly covering the main towns and
their hinterland. They all offer membership, although pay and play opportunities are also
available

Relative provision is much higher than the national or regional average, and higher even
than the Norfolk figure which itself is well above average

Facilities are well established and broadly in good condition, although some centres do
require upgrading to ensure long-term fitness for purpose

Accessibility to indoor bowls is good both to local centres and those outside the district

Participation in bowls is considered to be well above the national average, although there
is evidence from local clubs that this is in decline. There appears to be spare capacity at
existing centres and clubs. However this is likely to be mitigated in the future by
demographic changes in North Norfolk, which should (if clubs and the NGB seize the
initiative) increase potential participation in indoor bowls

Existing levels of provision should therefore be maintained, in particular to meet the likely
increase in demand up to 2021 and 2026, and the three centres retained, with the
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possibility of considering a further centre in an appropriate location later in the life of the
strategy only if the population outcome and any participation increases arise.
Issues for Current and Future Provision

Is there a need for an additional centre or additional rinks in North Norfolk in the future
given the likely demographic changes? If so where should these be located?

Indoor bowls is very specialist facility and does not easily allow other sporting usage. Is it
feasible to combine additional bowls provision in the future with other new sports facility
development (short mat bowls, outdoor bowls or other sports) on a joint site?

Is there a need to explore participation rates and facts relating to the ageing population –
the assumptions of this being an older persons’ sport may not be appropriate?
Options

Little demand for additional facilities but need to monitor participation with ageing
population. Paradox of demographics supportive of indoor bowling but membership
falling

Quality improvements to ensure long-term fitness for purpose at current venues. Does the
Council want a partnership with clubs - how important is indoor bowls?

Refurbishment/replacement of Fakenham hall in partnership with racecourse and other
facilities on site?
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8: Indoor Tennis
The assessment below is based as before on the tools available from Sport England (although
these are more limited than for other facility types).
Quantity
There are no indoor tennis centres in North Norfolk.
The nearest indoor tennis centres within 30 miles from the centre of the district (Sheringham)
are as follows:
Table 8.1: Indoor Tennis Centres in Neighbouring Areas
Site Name
EASTON SPORTS &
CONFERENCE
CENTRE
EASTON SPORTS &
CONFERENCE
CENTRE
VIRGIN ACTIVE
CLASSIC
(NORFOLK HEALTH
CLUB & RACQUET
CLUB)
VIRGIN ACTIVE
CLASSIC
(NORFOLK HEALTH
CLUB & RACQUET
CLUB)
BANNATYNES
HEALTH CLUB
(NORWICH)
LA
Facility
Sub Type
South
Norfolk
Airhall
4
Pay and Play
South
Norfolk
Traditional
4
Pay and Play
Ownership/
management
Type
Further
Education/in
house
Further
Education/in
house
4
Registered
Membership
use
Courts
Broadland
Traditional
Broadland
Airhall
(seasonal)
2
Broadland
Traditional
2
Access
Registered
Membership
use
Registered
Membership
use
Year
Built/
refurb
Range
(miles)
2008
20-25
2009
20-25
Commercial
2006
20-25
Commercial
2006
20-25
Commercial
1999/2011
25-30
None of these are within a 30-minute drive from the middle of the district.
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Map 8.1: Location of Indoor Tennis Halls and Catchments in the Wider Area
A manual assessment has been undertaken of the supply of indoor tennis in the wider area
to compare provision (the totals include all facilities on the database that are currently in
operation and available for community use):
Table 8.2: Relative Provision of Indoor Tennis Centres
Population
2014
No of centres
No of courts
Courts/1000
North Norfolk
103,487
0
0
0
Broadland
126,974
3
8
0.063
KL & WN
151,445
0
0
0
Breckland
134,691
0
0
0
Gt Yarmouth
99,801
0
0
0
Norfolk
882,350
5
16
0.018
51
189
0.031
339
1312
0.024
East region
England
6,039,771
54,472,081
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Indoor tennis provision in the region is well above the national average, although Norfolk
provision is lower. To bring North Norfolk up to the county, regional and national average
would require the provision of 2-3 courts
Accessibility
Accessibility mapping is no longer available from Active Places, but a detailed assessment of
the distribution of indoor tennis centres around and outside North Norfolk suggests that very
few residents of North Norfolk can access a centre within even a 30 minutes’ drive of home
(only about 10,000 or 10%).
Map 8.2: Accessibility to Indoor Tennis in North Norfolk
Availability
This is not a factor at present owing to the lack of an existing tennis centre.
Demand
Active Places or the FPM do not consider indoor tennis in the same degree of detail as some
other facilities, and there is no ‘ready reckoner’ for assessing demand. It is possible however
to assess demand in broad terms by reference to LTA data, as follows.
In ‘Priority Project Funding, Policy and Operational Procedures’, the LTA states that one
indoor court can serve 200 regular tennis players. The Active People Survey found that about
1% of adults regularly participate (once per week) in tennis in Norfolk (the lowest level to
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which data goes for tennis). On the basis of this figure, applied to the district’s current adult
population (88100), there is potential for 88100 x 1% divided by 200 = about 4 courts for the
whole district (in reality this is likely to be lower given the aged population in North Norfolk).
There are currently no courts available in North Norfolk, and on the basis of this calculation,
there is some justification to suggest that there may be a local demand in the first instance
for the provision of a new centre with 2-3 courts, subject to club and governing body
comment.
Active People Survey
The Active People surveys undertaken regularly by Sport England do give some indication of
existing participation in sport although it is accepted that this does not equate exactly with
demand, as the latter may be affected by current provision. However the regularity of the
surveys from 2007/8 on a six monthly and annual basis since then do allow some trends in
participation to emerge, as set out in the following table.
Chart 8.1: Participation in Tennis Overall
Participation in tennis overall has fluctuated at national and regional level over the period of
APS and participation is now about 1% of adults. Norfolk data is only available until APS6
because of sample sizes, but has remained fairly constant, and its can be assumed that the
current participation rate in the county is similar to the average, and that North Norfolk
participation is at about that level.
Indoor tennis data is less comprehensive and is only available since APS6, since when it has
fluctuated slightly around the 0.2 – 0.25% mark at national and regional level. Norfolk levels
of participation are likely (based on overall tennis participation) to be similar, but North
Norfolk participation is affected by the lack of indoor centres within reasonable travel time.
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Chart 8.2: Participation in Indoor Tennis
The above rates suggest that there are potentially about 200 indoor tennis players in the
district, and about 900 tennis players overall.
Market Segmentation
Market segmentation data can be used to establish the profile of current and likely future
levels of participation in various sports or groups of sport. For tennis in general, the distribution
of participation among adults is set out in the attached maps and tables. The overall map
suggests that swimming participation is likely to be fairly consistent across the whole district at
2.5-5%, although there are smaller areas where local participation is 1-2%. These figures
apply to tennis overall not just the indoor sport.
The main participants (unlike many sports due to the demographics of the area) are Tim,
Ben, Philip and Ralph and Phyllis, and the latter three are better represented than the
average. Total participants in tennis are estimated at about 1700 adults (this is rather more
than the estimate set out above – this might be explained by the different collection date
and the monthly frequency of participation measured in MS).
Potential additional
participants reflect the current situation, and number about 1800 - i.e. only about 50% of
potential players actually currently play and there is a significant latent demand. This latter
figure should be treated with some caution as it reflects a theoretical situation based on
market segments rather than an actual propensity to take part in sport.
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Map 8.3: Distribution of People Participating in Tennis
Chart 8.3: Population within North Norfolk Participating in Tennis
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Other Indicators of Demand

A full analysis has not been undertaken of current participation in tennis, as the brief
restricts this. However, the Cromer Lawn Tennis and Squash Club and the Norfolk LTA
have commented and their views are set out below

CLT&SC currently has the following facilities:
­ 4 floodlit all weather courts
­ 10 grass courts (summer, May – September)
­ Bar/clubhouse
­ Parking
As well as two squash courts, recently refurbished, Outdoor tennis is outside scope of
this study, but the club has 280 members and 40 juniors (all undergoing regular
coaching). The club is the venue for County Week in tennis where large number of
players accommodated in competition. The club already has indicative plans to
provide two additional courts under cover/indoor. This meets with the Norfolk LTA
facilities strategy which highlights this area (Cromer) as a priority for indoor tennis
together with West Norfolk, Gt Yarmouth and Thetford area
The ideal solution to combine with adjacent High School/Academy site and football
ground to provide a local sports hub, including tennis, football, sports hall, full size
astro and swimming pool. The main issues are:
­
­
­
­
Costs of courts and who pays
Costs of running centre through club
Adequacy of ancillary facilities
Space available in area (Academy site very tight)

The Norfolk LTA 2014-2018 Strategy makes reference to the need for at least two indoor
venues outside Greater Norwich

Future demand – there is an estimated drop in the active population (aged 6-55)
between 2014 and 2021/2026 of 2.4/3%, which in many sports could reduce the
demand/participation unless development initiatives are undertaken. However there is
an associated increase in the population aged 55+ (which is a popular age group for
tennis) of 11/19% and this could increase the participation in tennis in the coming years

Latent demand – the MS figures suggest that there may well be a significant number of
local residents who would like to play tennis who currently do not.
Summary and Conclusions

There are no indoor tennis centres in North Norfolk and only four centres/16 courts
within 30 miles, and none within a 30 minute drive. Indoor tennis players in the district
are therefore denied the opportunity to play

Demand for tennis remains quite buoyant in North Norfolk, and the local tennis club in
Cromer has already discussed plans for a number of covered courts at its existing
facility. There is an apparent latent demand for tennis in the area, and the
demographic trend favours development for sports like tennis
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
Based on LTA criteria, and demographic and participation data, there is some
justification to suggest that there may be a local demand in the first instance for the
provision of a new centre with 2-3 courts, subject to club and governing body
comment.
Issues for Current and Future Provision

There are no indoor tennis facilities in the district, and local residents cannot gain easy
access to centres in neighbouring LAs. Is there a local need for facilities in North
Norfolk?

If new indoor tennis provision is required in the district, where should this be located and
why?

Is there a need to link any new such provision with existing outdoor provision for tennis?

Should any new indoor facility be permanent or temporary?

Is it feasible to combine limited indoor tennis provision in the future with other new
sports facility development on a joint site? If so, where is the best location for such
facilities?

What types of surface or structure might be appropriate in any new centres?
Options

Priority for County LTA is 2-3 court indoor tennis facility outside the Norwich area

Possible sites:
­ In conjunction with Cromer LTSC/Cromer Academy
­ Gresham's School
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9: Specialist Facilities and Other Issues
While it is not the prime intention of the study to consider specialist facilities for sport, as the
brief concentrates on community provision, nevertheless the initial consultation with clubs
and some governing bodies has identified some specialist facility requirements, which might
be able to be incorporated in existing or proposed new community sports halls and the like,
or provided in their own right. Consideration of these specific issues is addressed below.
Gymnastics - North Walsham Sports Hall Gymnastics Club currently operates from the small
hall at North Walsham Sports Centre for 15 or so hours per week on most evenings and at the
weekend. The club currently has about 140 members aged 3-16, the vast majority girls, and
there is a waiting list of 160 (which represents a two years’ wait to join). The club’s catchment
is wider than the local area and includes parts of Norwich, Cromer and Reepham. The club
is in need of a permanent venue preferably in the North Walsham area, to accommodate
existing users, but also competitive gymnasts (up to 18 hours a week) and all potential
gymnasts from pre-school to adult. The ideal facility would allow fixed equipment to be left
in situ between sessions, and a purpose built venue is not necessary – a converted industrial
or warehouse unit would be acceptable. The club is supported in principle by British
Gymnastics, whose objective is to work towards ‘more people taking part in gymnastics
activities through developing and increasing opportunities, space, delivery partners and
volunteers’. Facility needs are increasing the numbers of dedicated facilities and improve
existing facilities, and increasing access to non-dedicated venues. There is a clearly
identified strategic and local need for improved gymnastics facilities in the area, and the
strategy should include proposals to facilitate these.
Cricket nets/indoor cricket leagues – North Norfolk is a relatively weak area for cricket club
provision and participation in Norfolk. There are currently only eight clubs in the entire district
council area. Latent demand for cricket is low (as indicated by APS) and population profile
for the area is not ideally matched to cricket participation. That said it has been highlighted
that cricket needs these clubs to continue to flourish as any further losses would increase the
issues of travel to local clubs in this rural area. The clubs in the area are generally successful
and well organised, with five of those eight clubs holding ECB Clubmark Accreditation and
running successful youth sections. There is good use made by existing cricket clubs in the
area of indoor sports halls at Cromer, Fakenham, North Walsham and Gresham’s School for
nets and indoor competition.
The quality of existing indoor facilities is the area of need highlighted by clubs within the
Norfolk Cricket Board facilities strategy. Overall, the quality of facilities for cricket is poor,
especially with regard to Netting, Matting, Flooring, and Lighting. The ECB Player Survey 2014
has indicated strong evidence that cricket participation is affected by the quality of facilities.
NCB anticipates that enhancing the quality of indoor provision will have a beneficial impact
on retention of players. The key challenge for indoor cricket is to improve the quality of
indoor provision, giving clubs the best chance of providing a quality experience and
retaining players.
This should be a key element of any quality improvements to existing sports hall provision, or
the provision of new halls
Other sports - while there have been no specific discussions nor any detailed requirements for
other sports identified by the NGBs and others, the development of a comprehensive sports
hall network throughout the district would provide a number of other sports such as
basketball, volleyball, table tennis, etc. with the opportunity to accommodate specialist use.
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Sports hubs - it is a desirable outcome of any sports facilities strategy to work with all sports
clubs and providers to develop ‘multi sports hubs’, where these are appropriate, to ensure
that there are economies of scale in indoor and outdoor sports provision, that clubs benefit
from shared and jointly provided and managed facilities, and that facility provision can be
coordinated with other associated services such as sports medicine. There is an opportunity
to develop a sports hub in North Norfolk, either in Cromer or Holt (Gresham’s School), where
a range of existing facilities already exist
Issues for Current and Future Provision

Is the provision of purpose built facilities for gymnastics feasible within this strategy?

Is North Norfolk an appropriate location for other larger than local specialist facilities?

There is a growing trend for some specialist facilities (including indoor cricket and
gymnastics) to consider converting industrial units to meet their requirements needs. If
evidence of need for this type of facility is identified, there may be planning
implications for such development

Is one or a number of sports hubs feasible in a rural area like north Norfolk?
Options

Consider provision of specialist gymnastics Centre in North Walsham

Development of sporting hub in Cromer with Cromer Academy, Cromer Lawn Tennis
and squash club. Complex to deliver but could be site for a new indoor tennis centre –
so gives the hub momentum. Concept is partnership of one sporting hub with collective
engagement and shared responsibilities, within an overall management partnership

Development of sporting hub at Gresham’s School along similar lines to serve Holt area.
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10: Community and Village Halls
Village halls and community centres are an important local recreational resource. They can
be venues for local sports and recreation clubs, or places to meet and socialise. In rural
areas that lack immediate access to purpose built facilities, they often represent a vital hub
for the community.
The brief for the current study required consideration to be given to other sports facilities
outside the main seven facility types, and this was taken to include the availability of village
and community halls and their contribution towards sports and recreation in the district.
Because of the size and nature of the district and the resources available to undertake the
overall study, it was never going to be possible to do a comprehensive analysis of village
halls. The brief assessment below considers the main factors that should be taken into
account when considering the role of village halls, and some issues arising as the result of
consultation, as part of the wider built facilities situation in North Norfolk.
The methodology associated with this assessment involved contact with Parish and Town
Councils by questionnaire asking for details of existing village halls and other small halls and
their usage by local groups, any shortfalls in current provision and any plans that local
councils have to develop and improve village facilities. The response was relatively limited,
but offers the opportunity to develop this area of work as an evidence base for supporting
future policy and strategy on village hall and community facilities in North Norfolk.
Supply
Overview of Existing Facilities
From the responses available from Parish Councils and observation, it is apparent that there is
a large range and variety of community and village halls in North Norfolk, in terms of size,
quality, age and range of activities possible. Some are good examples of large, attractive
modern community halls used at all times of the day for a whole host of village activities
including sport and recreation. Some have received recent grant aid from funders such as
Sport England or the Lottery. Other halls were built to meet the needs of a different age, and
are now too small or otherwise inadequate to meet contemporary demands. Sizes of hall
are likely to range from 50m2 to purpose built facilities of up to 1000m2 gross floor space. The
full responses to the questionnaire survey is highlighted in an accompanying document, and
summarised in the sections below.
Quality
Information on the quality of village halls was not specifically requested, but it is likely that
there is a variety in their condition and fitness for purpose, mainly in accordance with their
age and type of construction. However, some responses suggested that there are
improvements to heating, lighting, access, parking and other features that are required in
some cases, which will enhance the usage of village halls in many locations.
Accessibility
It is broadly estimated that all of the area’s population lives within 10 minutes travel time of
such a hall.
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Availability
Village halls tend to be available to the community on a widely accessible basis, usually by
booking through the hall owners/managers (often Parish Councils themselves or village hall
committees), and it is unlikely that availability is an issue when considering their use by local
residents and groups.
Demand
There is little guidance on the appropriate levels of provision of village halls to meet local
demand. Most rural communities ideally require convenient and safe access to a good
standard building, though this might be provided on a shared use basis. Conversely, there is
a concern about the levels of investment required to provide and maintain halls. South
Somerset DC (a rural area similar to North Norfolk) has adopted a standard of one small hall
for every 250 people. Conversely, South Cambridgeshire DC (a regional example) in a study
in 2010 adopted a guideline of 111m2 per 1000 people. In Central Beds, a more recent study
adopted a standard of provision in accordance with current supply of 180m2 per 1000
people. This is considerably higher than in other studies, but takes into account all
‘community’ halls, not just those defined as village halls, and is based on an average size of
hall in excess of those found elsewhere.
George Torkildsen in ‘Leisure and Recreation Management’ suggests that a hamlet or village
of between 100-500 people should have a village or community hall. The former Eastern
Council for Sport and Recreation recommended that smaller villages should have the use of
a community hall (including a main space of about 150m2) within 5-10 minutes travel time.
Sport England more recently has argued for a small one-court sports hall to be provided in
developments of 500 houses.
Issues
General Community Use
Village and community halls, their provision, refurbishment and extension, are cost effective
means of providing venues throughout North Norfolk for informal community activities, and
offer the opportunity for local management and provision, without the need for local
authority involvement. Any strategy would need to ensure that there is a comprehensive
network of halls to meet need in the future
The capital cost involved in providing and improving halls can be better related to local fund
raising and implementation, including the availability of other sources of grant aid and
developer contributions through (CIL and) S106 agreements. The precise means of
achieving this would need to be considered.
The main issues to be addressed when considering the provision of village halls are:

To ensure that all parts of the district are suitable provided with village and community
halls

There may well a great variation in the size of buildings, which has an impact on the
type and range of activity which can take place. Is there an ideal size for such halls, or
should each respond to the particular needs of the local area? The main hall size
should also be considered

Many halls are of a permanent construction and in broadly good condition. Is there
any scope for cost effective new means of construction and materials?
North Norfolk District Indoor Leisure Facilities Strategy:
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84

Access to and security of existing halls is likely to be varied, but there remains a need to
ensure that halls are easy to access and safe to use

Charging is usually cheap to ensure that local groups can make ready use of local
halls. Is there a case to raise some charges to ensure that long term maintenance is
ensured and halls remain fit for purpose?

Regular bookings tend to be for some limited recreational uses, parents and toddlers
groups, parties and dance. Is there a need to promote halls for a wider range of
activities to maximise usage? Should managers of halls take more risks in letting to
what might be considered some less sociable uses?
Sport
Village and community halls will never replace the need for purpose built facilities for indoor
sport. However, even from the limited response available, there are a number of village and
community halls that are already, or could be, used for indoor sport which could
complement the main proposals in the leisure facilities strategy for indoor sports which focus
on leisure centres and schools. In particular, their availability can help meet the demand for
indoor sports (hall) space, health and fitness and indoor bowls, or accommodate additional
mobile gyms in accordance with the Council’s current initiative.
More particularly, such facilities would appear to have a significant potential role in
accommodating demand for sport in the more rural parts of the area, which are remote
from the main purpose built indoor sports facilities or those that are dependent on access to
school halls. In addition, they can also supplement formal sports provision in the main towns.
In terms of sports development, village and community halls can be operated in tandem
with purpose built facilities, to enable locally delivered sports schemes through the local
authority, governing bodies of sport and local sports clubs, which feed into more advanced
programmes in the main leisure centres and schools.
Conclusions
Village halls are widespread in the district and make a local contribution to the provision of
local sports and recreation opportunities, which can complement larger and more purpose
built facilities, particularly sports halls, gyms and bowls halls. There is an identified need to
maintain and improve these halls where necessary, and an opportunity to develop a better
range of facilities which meets local need and demand. It has not been possible within the
constraints of this current study to address village halls and other community centres in detail,
and it would be advantageous, given the rural nature of the district and the dispersed
population, to undertake a more specific study, comprising the main headings in the section.
A draft brief is included as an annex to this assessment.
Options
Based on the assessment of current provision, and the crude estimate of demand, the
following options are available regarding future priorities for village and community hall
provision:
North Norfolk District Indoor Leisure Facilities Strategy:
Audit and Assessment Report for each of the Seven Sports Facility Types
85
General options

Consider additional hall provision in villages and parishes with inadequate supply of
halls to meet average provision of xx halls per 1000 population, subject to further
feasibility and identification of further need

Consider village hall provision in villages and parishes with no current provision
(subject to local need):

Development of future levels of provision based on:
­
­
­

Quantity – xx village halls per 1000 population
Quality – in accordance with Sport England, ACRE and other guidance on
village/community hall specifications
Accessibility – to depend on results of mapping, but ideally based on 5-10 minute
travel time or 2 mile catchment
Consider village and community hall in conjunction with new housing, in accordance
with recommended standard of provision.
Options for Sport

Identify halls with current plans to accommodate additional sport and other usage and
implement proposals

Consider hall enhancements/improvement/repair in accordance with local aspirations

Consider the development of any strategically important village halls for sport which
will supplement the findings of the main leisure strategy

Encourage more sports use of halls in villages in conjunction with NGB, LA and sports
club sports development initiatives

Encourage small scale provision of sports equipment in village halls which will
encourage the development of local clubs and groups.
North Norfolk District Indoor Leisure Facilities Strategy:
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86
Annex 1: Factors to be considered in any
study of village halls in North Norfolk
The main requirements of the brief would be:

To compile a detailed audit of village and community halls throughout North Norfolk
that perform an important community and leisure/sporting function, to inform the wider
leisure strategy currently being undertaken and provide working data for other sections
of the LA

To provide basic information on the following:
­
Location of halls
­
Management and ownership
­
Size and specification.
­
Range of ancillary facilities
­
Access and security
­
Cost of hire
­
Usage/non usage
­
Insurance and indemnity

To supplement this basic data with sports specific information including:
­
Opportunities for sports activity inside halls
­
Condition and suitability for sport
­
List of sports activities taking place
­
Audit of potential additional activities
­
Alteration and extensions required for above

To analyse all data in accordance with the information collected under the main
headings above, to include supply of facilities including quality and accessibility, any
indications of demand available from outputs and elsewhere, identification of current
deficiencies and future requirements

To map the data, to understand and inform accessibility

To use the findings of the study to provide guidance on planning, implementation,
delivery and other policies.
The main outputs of the study would be:





Detailed database of all facilities in accordance with NNDC requirements
Summary tables of the main outputs, which are included here and available
separately
Photographic record of all sites and halls, available on a separate CD
Final report with assessment, analysis and detailed advice on planning policies, s106
(and Community Infrastructure Levy) requirements
Maps of accessibility, and other information.
North Norfolk District Indoor Leisure Facilities Strategy:
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87
Glossary
3G
Third generation artificial grass pitch
APP
Active Places Power. Sport England database containing information on
sports facilities throughout England, also enabling analysis of data
APS
Active People Survey (Sport England participation data)
BC
Bowls club
BDA
Bowls Development Alliance
(N)CC
(Norfolk) County Council
CIL
Community Infrastructure Levy
CLT&SC
Cromer Lawn Tennis and Squash Club
CSF
(Norwich City) Community Sports Foundation
CU
Community use – use of a sports facility by the wider community, either on a
pay or play basis or available through block bookings by clubs.
CV
Cardio vascular
DC
District Council
DSO
ECB
Direct Services Organisation
England and Wales Cricket Board
ESKA
FC
ESKA Shotokan Karate Club
Football club
FIA
Fitness Industry Association
FPM
Facilities Planning Model, Sport England facility modelling system, testing:
Satisfied
demand
Satisfied demand – demand for a specific type of sports facility which is met
because local residents can access it within a reasonable travel time by car,
public transport or on foot (20 minutes), and there is some spare capacity
within the facility
Personal/
relative share
Personal/relative share – the share of the opportunity which people have to
use facilities, taking into account the number, size and availability of facilities,
and the local population which has access to them
Unmet
demand
Unmet demand – demand for a facility that is not satisfied
Utilised
capacity
Utilised capacity – the proportion of a facility’s capacity that the FPM
estimates is used
HS
High School
IBC
Indoor bowls club/centre
KL&WN
King’s Lynn and West Norfolk
KPI
Key performance indicator
LA
Local authority
LC
Leisure centre
LTA
MS
Lawn Tennis Association
Market Segmentation (Sport England participation data)
NFA
National Facilities Assessment (from SE’s FPM)
North Norfolk District Indoor Leisure Facilities Strategy:
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88
NGB
National Governing Body (of sport)
NN(DC)
North Norfolk (District Council)
NNHC
North Norfolk Hockey Club
ONS
Office of National Statistics
PE
Physical education
PS
Primary School
SC
Sports club or centre or swimming club
SD(O)
Sports development (officer)
SE
Sport England
Sports Facilities Calculator. Sport England calculation system to assess
demand for key community sports facilities
SFC
North Norfolk District Indoor Leisure Facilities Strategy:
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89
Appendix 4:
Description of Findings from the Site Visits,
Consultation Events and Consultation with
Stakeholders
April 2015
Neil Allen Associates Registered Office:
20 Brook Road, Lymm, Cheshire, WA139AH
A limited company, registered in
England and Wales no. 616528
Contents
1:
Stakeholder Consultation Events
-
Initial Consultation December 2014
-
Second Consultation March 2015
1
2:
NGB Consultations
5
3:
Other Consultations
8
4:
Site Visits & Consultations with Operators
11
1: Stakeholder Consultation Events
INITIAL CONSULTATION DECEMBER 2015
CONSULTATION WORKSHOP NORTH WALSHAM, MEETING AT THE ATRIUM 25 NOVEMBER 2014
Present
About 20 members of the local sporting community mainly from NNDC, local clubs,
operators, and parish councils
Main points:

North Norfolk Vikings Swimming Club – preference is to use Victory Pool, but also use
Aylsham Pool (which is however cold and small) and Cromer Academy (too small).
Their main requirements at Victory are diving blocks, electronic scoring and seating for
galas. They currently train 9.5 hours per week, but ideally need 15 hours. They currently
have 70 swimming members and 26 triathletes, but this is only half of figure 7 years ago.
The club also suffers from an availability of coaches

North Walsham Gymnastics Club – currently have 130 girls and 10 boys in membership
(aged 3-16). There are 160 young people on the waiting list (2 years wait). The club
currently operates 15.5 hours per week at NW SC on Mondays, Tuesdays, Thursdays,
Fridays, Saturdays and some Sundays. The club has a number of level 1 coaches.
Ideally the club would like a permanent venue where equipment was left out, with a
preferred location in North Walsham (catchment is out to Reepham, Cromer and
Norwich). Competitive gymnasts require 18 hours access a week, but the clubs would
be for all – pre-school to adults – if space were available (model is Holbeach and
Fenland Gym Club with permanent facilities)

Other clubs in the area include bowls, archery, shooting

Trimingham Parish Council – the parish has limited indoor facilities for sport and
recreation, and would like a new village hall with space for a variety of activities. The
Parish Council already has funding of £160k.
CONSULTATION WORKSHOP CROMER, MEETING AT COUNCIL OFFICES 26 NOVEMBER 2014
Present
About 20 members of the local sporting community mainly from NNDC, local clubs,
operators, town/parish council and playing field associations.
Main points:

Need to ensure that facilities are available to all (e.g. disabled) – some private facilities
do not have the resources to provide e.g. disabled swimming hoist

Will funding agencies pay heed to the strategy? – need to ensure that it has ownership

Need for strategy to ‘think outside the box’ and come up with innovative
recommendations, especially in current times of austerity

Quality of facilities needs considering as much as quantity

There is good access to school facilities (although there was a counter view that this is
somewhat limited in reality)
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
1

Holt facilities are limited in the amount of community access, so there is a need for the
Town Council /Holt PFA and Gresham’s School to discuss mutual priorities and interests

Health, obesity and well being are the ultimate objectives of any strategy – facility
improvement and provision is only a means to an end.
CONSULTATION WORKSHOP FAKENHAM, MEETING AT FAKENHAM COLLEGE 27 NOVEMBER 2014
Present
About 20 members of the local sporting community (see below) mainly from NNDC, local
clubs, operators, town/parish council and swimming action group.
Stephen Mews (Places for People), Ian Ponton (SPA Group), Jeremy Punchard (NNDC
Member and Town Councillor), Roy Reynolds (NNDC member), Annie Claussen-Reynolds
(NNDC Member), Anne Green (NNDC member), Mike Coates (Chairman of Cluster Schools),
Rick Parry (Fakenham Sports Centre – at racecourse), Kate Howlett (Fakenham SPA), Steve
Dickinson (Pinewoods leisure centre), Adrian Vertican (Chair of Leisure & Environment Group,
Fakenham Town Council), Janet Holdom (SPA & Town Councillor), Rachael Rayner
(Fakenham Swimming Club & Fakenham Junior School), Richard Crook (Active Fakenham
and Town Council), Colin Brzeczek (Places for People), Becky Palmer (NNDC member and
Fakenham tennis Club), Jenny Rest (Fakenham Infants School), John Rest (Salvation Army).
Main points:

Discussions centred mainly on the perceived need in Fakenham for a new swimming
pool

Query About schools representation

Shouldn’t jogging be included in the Active People data?

Ian Ponton questioned availability and accessibility of Gresham’s School to public. MP
confirmed that it was potentially readily available, according to consultation with the
school

Janet Holdom mentioned a survey that was completed by SPA many years ago

A question was raised about Active People survey data not reflecting local need

Major issue is closure of two school swimming pools in Fakenham and the lack of
access now to pools to teach primary aged children to swim (national curriculum key
stage 2 requirement). Role of Norfolk County Council questioned as have provided
funding for the programmes but failure to maintain the school pools in Fakenham is the
main issue

Richard Crook asked what part NNDC and NCC will play in the future provision of a
pool, who will lead this work and has anyone thought about the revenue funding
requirements?

Steve Dickinson said that local Councils should subsidise pools that are run for the
community and not for holiday destinations.
SECOND CONSULTATION MARCH 2014
CONSULTATION WORKSHOP, MEETING AT THE COUNCIL OFFICES 4 MARCH 2015
Present
Stephen Mews (Places for People), Janet Holdom, Richard Crook (Fakenham SPA), Jeremy
Boreham (Places for People), Stuart Jardine (Paces for People), Cllr Roy Reynolds, Annie
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
2
Claussen-Reynolds (NNDC), Cllr Paul Williams (NNDC), Cllrs Peter & Anne Moore (NNDC),
Steve Dickinson (Pinewoods Leisure), Cllr Anne Green (NNDC), David Wiltshire (Cromer Youth
FC), Steve Adams (Gresham’s School), Tony Spurgeon (Norfolk LTA/Cromer LT&SV), Rachael
Rayner (Fakenham SPA), plus officers/portfolio holder NNDC, Mick Presland (naa)
Notes:
To be read in conjunction with PowerPoint presentation made at the meeting (available
separately)

Asked how many villages around Fakenham and catchment of within the 20-minute
drive? MP replied catchment of about 23,000 (in fact this is 15 minute driving
catchment, 20 minute is about 42,000) although some of these will live within the
catchment of neighbouring pools

Facilities are open earlier and later than current public transport, and so a case should
be made for County Council to extend their services to allow more people to travel
to/from leisure facilities

What about the east of the district? Much was mentioned of Wells. MP responded that
the only strategic facility within the east is Stalham Sports Centre

Transport was mentioned, could we not utilise community transport more? MP
responded that it is often more cost efficient to take the activity to the residents (e.g.
mobile gym, use of village halls), but that community transport is obviously a good
means of improving access to strategic facilities and might be considered in the
strategy

Question asked about strategic leadership of NNDC, opportunity for indoor tennis
facility at Fakenham (at the Gallow SC). Question asked about Gresham’s, why public
money should (not) go into private school!

Comment was made how facilities were described as public and private. Some of
those privately owned facilities ARE available to the community and so should be
labelled as such, and public. MP explained that the strategy was primarily concerned
with ‘community’ access to facilities, but that this encompassed all types of availability
from traditional ‘public’ (i.e. LA) facilities to schools and private facilities where
community access was available. Comment was then made that Cromer Lawn Tennis
Club is a private club but available to the public (see above). Parish Councils and
other village organisations (such as PF committees or Village Hall committees) have an
important role in meeting community need outside the main centres

Opportunity expressed for more facility owners/managers to work collaboratively in the
future

Is indoor bowls dying? Should we continue to “prop-up” these types of facilities? Also
mention of squash as a declining activity with the same implications

One sports that does cater for 5 – 85 year olds is swimming, which is typically a ‘cradle
to grave’ activity

Cromer Sports Hall is far better to book and work with than the High School/Academy.
The School needs to improve its facilities (although in reality they are the same as those
used by the community i.e. pool, hall, changing and AGP)

Hub site at Cromer could include other activities also
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
3

Not enough children participate in sport – we need facilities to meet their needs. While
participation is declining among adults and will continue to do so in view of
demographic changes, young people will remain a priority for facilities to meet their
continuing (though perhaps changing) needs

We need to be more imaginative

Leisure should be the “Health Service”, and the current health service should be
labelled the “Ill-Health Service”!
Anyone wishing to make further contribution to the consultation process was invited to
contact naa within the next week.
Consultants will then take 4 weeks to complete
assessment, develop further options and produce final draft strategy. naa will report to
NNDC in April. NNDC officers will prepare a report for public consultation during the
summer.
NNDC, though no longer only a direct provider, would be a leader in the implementation of
the strategy. Partnerships and innovative solutions need to be developed across sectors.
The Strategy will be available to clubs and organisations for their use to demonstrate
independent evidence required by funding bodies. Once the Leisure Facilities Strategy is
approved it will be up to the new Council to implement and the public to pursue action and
application.
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
4
2: NGB Consultations
British Gymnastics
Template completed and returned (available separately) – main observations below:
By increasing the number and size of dedicated gymnastics facilities there is scope to
significantly increase participation in gymnastics.
Gymnastics is seeing an increase in Clubs moving towards operating out of dedicated facilities
and we expect this trend to continue.
North Walsham GC are actively looking to move into their own dedicated facility.
Norfolk LTA
Regional Overview
Template completed and returned (available separately) – main observations below:
1.1 Is the North Norfolk District Council
area a priority area for your sport? If
yes, please explain further.
1.2 Does your sport have an agreed
Facility Strategy? Is North Norfolk DC
area identified? If so please
summarise and insert weblink/supply
electronic copy if possible.
1.3 Is there a more specific local
facility plan or strategy? Please note
these and attach weblink or
electronic copy. Please highlight any
specific priorities for North Norfolk DC
area in these plans
1.4 Does your plan have any capital
or revenue investment earmarked for
this area? If so please explain.
Not a priority area at the moment for the regional LTA.
Please contact the county LTA for their local priorities
(richard@rpalmer.wanadoo.co.uk)
We have a Facility Strategy that is waiting for approval
and due to be released in Jan 2015
Not a priority area at the moment for the regional LTA.
Please contact the county LTA for their local priorities
(richard@rpalmer.wanadoo.co.uk)
These will be linked to the facility strategy when
released.
Norfolk County LTA
1)
Text of email by Tony Spurgeon, NLTA rep on Cromer LTSA Committee, dated 10th Dec
2014. Sent to R Palmer (Chairman).
The North Norfolk District Council have asked Michael Presland and his firm of consultants to
investigate the possibilities of creating an indoor sports complex in North Norfolk.
Meetings have been held at Fakenham where the local demand appears to favour an
indoor swimming pool. At North Walsham there appears to be a demand for a gymnastics
centre.
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
5
At Cromer there is local demand for an indoor tennis facility. The indoor tennis facility is,
according to the consultants, supported by a current Active People Survey, which identifies
a local public need and lack of any such facilities within 30 miles.
Work in progress at Cromer: Joint fundraising committee involving representatives from the
Cromer Lawn Tennis & Squash Association and the Cromer Academy next door. Architects
have drawn up plans to add a 2 court tennis centre to the existing sports hall at the
Academy. However the project is on hold as the new set of governors under the recent
established Academy awaits confirmation from the Department of Education.
Proximity of Cabbell Park - home of Cromer Football Club. For almost 100 years Cabbell Park
has been the home of Cromer Football Club, coincidentally its boundaries adjoin the tennis
courts and the Academy grounds next door. The lease allowing the football club to play
there has run out and been transferred back to the North Norfolk District Council who are
required, I understand, to provide sporting, not just football, facilities. I also understand that
in conjunction with the building of a new Cromer hospital a pharmacy will be erected where
at present the football club have their clubhouse. This means that the football club may
have to move or the pitch may be moved to the boundary of the Academy and the tennis
courts. This in my view provides a unique opportunity for the sports provided at the Cromer
LT&S association which provide tennis, squash, table tennis, beach running and racquet ball
to combine with any sports that the Council provide at Cabbell Park, together with the
public sports hall artificial grass pitches and swimming pool at the school.
North Norfolk District Council involvement - Already NNDC run the sports facilities at the
Academy at a cost of about £99,000 per year, pay a grant to the Cromer LTCSA amounting
to about £30k a year and have a responsibility to reconfigure Cabbell Park. This three-fold
involvement makes Cromer the ideal location for the indoor sports complex especially as the
NLTA have identified it as a centre of excellence which is included in their county plan to
provide indoor facilities.
2)
Selective Extracts from Norfolk LTA 2014-2018 Strategy
Vision of Success
What will things look and feel like in 2018?






10,000 members of registered places
Wide availability and take-up of disability tennis in all forms
Places working together on competitions and coaching programmes
Kings Lynn learning transferred to other areas
A coaching workforce fully engaged with the Association
At least two indoor venues outside Greater Norwich
Appendix 1 – Outcomes of Norfolk Tennis Day – as Communicated to Attendees
1)
Need Better Communication
General Information
Success stories to public
Community stories to public
Promotion of events and the sport in general
2)
Need Better Co-operation
Between Clubs
Between members of the tennis community in general
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
6
3)
Need to be Better at Including Everyone
Differing standards, Able-bodied/disabled/learning disabled
Rural and urban/suburban
All ages, Recreational and competitive players
3)
Need Better Range of Competitions
5)
Want better facilities
Clubhouses, floodlit and indoor courts
England Handball response with no comments
Basketball England response with no comments
British Wheelchair Basketball response with no comments
England Squash response with no comments
ASA response with no comments
Norfolk Cricket Board
Template completed and returned (available separately) – main observations below:
1.1 Is the North Norfolk District Council area a
priority area for your sport? If yes, please
explain further.
1.2 Does your sport have an agreed Facility
Strategy? Is North Norfolk DC area identified? If
so please summarise and insert weblink/supply
electronic copy if possible.
1.3 Is there a more specific local facility plan or
strategy? Please note these and attach
weblink or electronic copy. Please highlight
any specific priorities for North Norfolk DC area
in these plans
1.4 Does your plan have any capital or
revenue investment earmarked for this area? If
so please explain.
4.1 What are the key challenges and
opportunities for your sport in the North Norfolk
DC area?
4.2 Is there any NGB funding potentially
available to support the delivery of your facility
priorities in the North Norfolk area?
Not specifically in the area of indoor
provision, but definitely in terms of general
club development
Yes. This is being reviewed and updated at
present. Clubs in N Norfolk are identified
with specific needs and requirements for
improvement.
No
No. NCB has no funding for capital projects,
However this information is used to try to
lever additional external funding for
projects.
Improving the quality of indoor provision,
giving clubs the best chance of providing a
quality experience and retaining players.
This is unlikely but we would not rule out the
possibility of ECB Support for the right
project.
Athletics Norfolk response with no comments
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
7
3: Other Consultations
Active Fakenham
Comments forwarded from groups associated with Active Fakenham
1.
‘Can you represent the racecourse in the fact that we might well consider to be a
partner location for any new indoor facilities as long as facilities would not be used on
the 14 race days a year. I shall send on this info to the Gallow sports centre as they
have squash courts, indoor bowls and outside tennis courts. I know that the life span of
the indoors bowls hall is limited and if it were to be replaced then could be a great
opportunity for centre, racecourse and NNDC to work together to provide a new
facility that has a use as bar, function and betting hall area on race days and bowls on
all other days – i.e. with a roll up bowls carpet?’.
David Hunter - Fakenham Race Course
2.
‘Can you make it clear that the Fakenham medical practice strongly supports the
need for a swimming pool locally There is a particular need to increase physical activity
amount the inactive and unfit population to improve their general health. Also there
are currently no facilities in the local area which are suitable for the disabled or
morbidly obese, both groups who could benefit from hydrotherapy. Please could they
consider a pool with a walk in sloping end and the provision of a hoist capable of
supporting up to 200 kg. If the facility were available then specialist classes could be
organised’.
Dr Carly Hughes
3.
‘You most certainly have my support (for a pool in Fakenham) as (currently) the
Learning Education Officer at the Academy, as this facility will provide a much-needed
health/well-being service’.
Pauline Chamberlain Learning Education Officer at the Academy
GRESHAM’S SCHOOL, SPORTS DEVELOPMENT DIRECTOR
‘I am encouraged that the School can play a key role in any possible partnership and we
fully support the proposal of a “Sports Hub” for Holt at the School. As you know we do a lot
already and almost at maximum capacity for Indoor provision for School and community
use, so we certainly need to develop our “Sports Centre”. We would be more than happy to
help improve the provision of Indoor facilities for Holt and the local population, working
alongside NNDC in looking at possible partnership options.
The Indoor Tennis Centre is a need for North Norfolk and I accept that Cromer TC is the
preferred venue as it is a very well established Tennis Club. This was a project I proposed two
years ago for the School in our L/T Sports Development programme for Governors, but I
accept that we only need one facility in the area for it to work commercially. If Cromer TC
does not have the land/space or the backing of Cromer Academy then we would be willing
to base a Centre here next to our Astroturf pitches. We are looking at an Airdome (Covair =
£100,000) to cover 4 existing hard courts for Netball & Tennis for the winter months to benefit
our pupils playing experience and will proceed with this if it is likely an Indoor Tennis Centre
will be based in Cromer. (I will wait on progressing any plans until your report is received by
the Council full members, and a decision is made in the summer)
There is now scope for some of the District providers of Indoor leisure to now meet and
discuss options and share good practice.’
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
8
SHERINGHAM COMMUNITY SPORTS ASSOCIATION, CHAIRMAN
‘We are working hard to provide a centre of excellence for inclusive sport in North Norfolk.
So far in the last year we have completed a multi use games area and are now working
towards better access to the clubhouse. One of the main issues we have is not having an
indoor sports area nor the changing and physiotherapy room needed to allow disabled use
of our facility. We have in Sheringham, Woodlands special school who are desperate to use
our facility but we need to be able to provide the necessary Additional facilities they
need. Possibly if a new indoor facility is to be provided locally to Sheringham this could be
addressed at the same time. We have a long-term goal to achieve this but at a cost of
approximately £750 – £800 000 is a very large ask’.
FAKENHAM SWIMMING ACTION GROUP, MEETING TO CONSIDER THE NEEDS OF SWIMMING IN
THE FAKENHAM AREA, 5 FEBRUARY 2015
Present
Leader and Portfolio Holder for Leisure NNDC
Other local members and officers from NNDC
Representatives of the Fakenham Swimming Pool Action Group
Consultants from naa
Main points:

naa outlined the strategic desk top exercise undertaken for swimming in North Norfolk
which concluded that there was overall sufficient swimming pool space in the district
to meet demand, but that this was skewed in distribution, and there might be a
justification for rationalisation of some pools, and the provision of new water space in
the Fakenham area. The reasonable travel catchment for a pool in the Fakenham
area of 15 minutes comprises a population of 23,000, and although at the outer edges
this impinges on existing pools in Dereham and Wells, this in itself could provide
sufficient demand for a 4 lane pool, based crudely on Sport England’s Sports Facilities
Calculator. At this stage therefore there is some merit in considering the provision of a
pool in Fakenham

Janet Holdom from the Fakenham SPAG outlined the consultation that had been
undertaken over a number of different phases, including the return of 1000-1100
questionnaires in 2010 and a further 536 in 2014. The responses have been analysed in
some detail, and these are available in a summary sheet submitted. The main
conclusion was that there was strong support for the provision of a pool in Fakenham
and that local residents would be prepared to see the local precept increased to
cover the running costs of such a pool. Alternative pools that are now used by local
people were also set out, and the main preference for future provision is for a 6-lane
pool plus learner pool

Members of the SPAG offered some background information on the local need for
swimming provision in the area:
­
The former pools in the town that were used comprised a very small pool at the
junior school, only 1m in depth, which was used by local schools and the former
swimming club, and a larger pool at the high school/academy (20 yds x 8 yds)
which accommodated schools, local clubs, activities such as canoeing and
aquafit and a learn to swim programme, but no public swimming
­
The impact of closure of the pools on clubs has been the loss of the club(s),
although aquafit and canoeing have moved to Wells. However these clubs are
less open and are sport development focused
­
There is a small private pool in the town but this has limited use and availability
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
9
­
Schools (especially the local cluster of 6 in the Fakenham area) have been
forced to seek alternative venues in Wells and Bircham Newton (which are some
distance from the town)
­
It is considered that children of school age do not swim so frequently now that
they get less swimming teaching at school

The preference of the SPAG for a new pool in Fakenham is on a location close to the
existing sports and fitness centre, managed and run by the DC with a local voluntary
management committee

Other issues
­

It has become apparent that if a site for a pool near the existing sports centre is
chosen, there is an (onerous) requirement from County Highways for new and
expensive access arrangements
As the meeting was intended as a general exchange of views with the prime purpose
of seeking details of local demand and need, no formal decision was taken on the
way forward. It is proposed however that the information gathered will be considered
by naa as part of the data gathering and evidence of need in the overall assessment,
and the need for swimming provision in Fakenham addressed as part of the issues and
options next stage, and subsequently considered within the overall strategy for built
sports facilities.
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
10
4: Site Visits and Consultations with Operators
ALDERMAN PEEL SCHOOL, 6 FEBRUARY 2015
Present
Alastair Ogle, Head
Kirsty Downs, Deputy Head
Sports Development Manager
Site Supervisor
MP
Main Points:

School sports facilities comprise
­
Indoor swimming pool (17 x 8m), including two separate changing areas
­
Small gymnasium (slightly larger than 1 court)
­
Fitness suite with 11 CV and 7 resistance stations
­
Sports field with pitches
­
2 tennis courts
­
3G astro (40 x 36m)
­
netball courts

School is a Specialist Sports College, with an enthusiasm for promoting community
usage. The school catchment is relatively local but in reality draws students in from a
wider area including Fakenham and Hunstanton because of its popularity, reputation
and philosophy. Swimming pool catchment tends to reflect this wider area

All sports facilities are branded as ‘Sport A Peel’. The pool is generally available outside
of school time from 3.15 to 9.00, and has a wide range of users (see programme
attached) including child swimming lessons, lane swimming, Seals SC, adult swimming,
swim 4 fitness, and ladies only – this all includes some casual use (i.e. pay and swim). In
school holidays and at weekends, the pool is open from 9/10- 21.00 (and two mornings
at 6.30 for early morning swims. Up to 15 local PSs use the pool for curriculum
swimming. The pool is managed by the SDM. The pool is also available for private hire
and parties. Public swimming costs £3.50 for adults, £2.75 for concessions and longer
membership is available

The school gym is on first floor level above the gym, and is rented out to some groups,
though a low height restricts some activities

The fitness suite is housed in a separate building, and is available for CU from 9-12,
school from 12-4 and public again from 4-8

The pool is managed by the SD Manager, and there are 10 lifeguards on call from the
local area (there are also 4 staff available for the fitness suite)

The costs of providing and maintaining the sports facilities is covered by the school
budget, including the sports facilities staff

The school also lets out the school fields in the summer for camping and caravan rallies
and this income supports the maintenance of the pool and other facilities, as well as
providing
additional
income
for
the pool
through
its
summer
use
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
11

The main ambition of the school is to supplement its existing sports facilities with the
provision of a community 4-court sports hall. There is only the small gym to deliver
sport/PE in the curriculum, and there are no similar sports halls in the area for
community use (the nearest are in Hunstanton, Fakenham and Cromer). It is intended
that any dry side facility would include social areas

There may be justification in considering the provision of a 4-court hall as part of the
overall strategy – there is a strategic shortfall of sports halls in the district, and a gap in
this area. The catchment of the school is limited by the sea, but APP suggests that
there are 13,000 people within a 20-minute drive (though some of these may already
be served by existing community sports halls elsewhere). The school has a track record
of running community sports facilities, is enthusiastic and experienced and a sports hall
would complement the pool, gym and outdoor facilities already available to the
community. The school is confident that it could manage the facilities financially withy
no detriment to the operation of the school itself.
CROMER ACADEMY POOL, 25 NOVEMBER 2014
Present
Philip Fejer, Business Manager (short term)
DP/MP
Main Points:

Philip Fejer manages site, newly in post and not yet knowledgeable but helpful.
Charlotte Robinson employed to promote school pool, develop usage and run
swimming lessons

School newly academised and run under the auspices of the Inspiration Trust. Includes
number of schools in Norfolk (high and primary) (see link s below)
http://www.inspirationtrust.org/our_schools/
http://www.eadt.co.uk/news/cromer_academy_says_yes_to_joining_inspiration_trust_1
_2207613)

Current usage of pool:
­
Local PSs to fulfil curriculum – Norfolk CC provide £30k pa to deliver Nat Curric
requirement
­
1 period per week by Cromer Academy
­
1 session by Aylsham and NN Vikings SC
­
Water babies

Recent fall in usage, probably only open due to NCC funding and PS use

Pool understood to cover costs so indication that academy unlikely to close facility
down (but need to resolve future of NCC contribution). Operating expenditure is £38k
and income for last financial year £40k. NCC provide revenue support for primary
school use but not guaranteed to continue

Condition – boilers replaced, new roof provided in recent times. Pool cover probably
needs replacing. No condition survey of pool specifically, but undertaken as part of
overall survey of school, and individual elements graded mainly A and B. No other
major repairs required

Potential usage could increase in community time, in conjunction with use of sports
hall, but no lifeguards at present
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
12

Site inspection/visit – pool is considered in reasonable condition and well kept. 20m x
8m, depth of 1.2m. Adequate changing facilities. Access down side of site good and
ties in with entrance to sports hall.
CROMER LAWN TENNIS AND SQUASH CLUB 26 NOVEMBER 2014
Present
Nick Amis, Chairman CLT&SC
Tony Spurgeon, Norfolk LTA/club
DP/MP
Main Points:

Facilities:
­
4 floodlit all weather courts
­
10 grass courts (summer, May – September)
­
2 squash courts, recently refurbished, opened in 1980
­
Bar/clubhouse
­
Parking

Outdoor tennis outside scope of this study, but club has 280 members and 40 juniors (all
undergoing regular coaching). Venue for County Week in tennis, where large number
of players from across the country are accommodated in competition

Grass courts acknowledged to be very good quality

Clubhouse antiquated, but adequate for purpose at present, club wish to get it listed!!

Squash club organise own leagues and have one team in Norfolk Squash League (Div.
3)

Have plans to provide two additional courts under cover/indoor. Meets with Norfolk
LTA facilities strategy (broadly) which highlights this area (Cromer) as a priority for
indoor tennis together with West Norfolk, Gt Yarmouth and Thetford area

Ideal solution to combine with adjacent High School/Academy site and football
ground to provide a local sports hub, including tennis, football, sports hall, full size astro
and swimming pool

Issues
­
Costs of courts and who pays (?LTA funding)
­
Costs of running centre through club
­
Adequacy of ancillary facilities
­
Space available in area (Academy site very tight)
­
Maybe difficulty of developing the partnership (later view of NNDC portfolio
holder is that strong vested and individual interest across the individual sports
clubs) but sports hub concept to be pursued.
CROMER SPORTS CENTRE, 10 OCTOBER 2014
Present
John Hall-Galley, Supervisor
DP/MP
Main Points:

Facilities include
­
Main sports hall (4 court, probably 33 x 17m)
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
13
­
­
­
­
Storage (shared equipment with school)
School/community changing
External access and parking
Also astro (sand based) managed by NNDC staff and used by local hockey
(NNHC) on Sats/Mon/Wed evening training and football club (e.g. Cromer Yth
FC)

Sports hall used by school during day (8-6) and CU agreement allows community use
from 6-10 evenings and both weekend days

Condition – built in 1980 (first school sports hall in the area), refurbished 2005, no
problems identified by supervisor or PE teacher

Managed by DSO from NNDC

Programme – mainly badminton, some 5 a side, roller skating (programme copied to
us)

Lack of social area, bar or kitchen constrains usage

Potential need for gym, but other facilities in the town.
FAKENHAM ACADEMY/COLLEGE POOL, 27 MARCH 2015
Present
Site Manager
Ian Ponton, Fakenham Swimming Action Group
MP
Main Points:

Existing pool measures about 20 x 8 yards, with a depth of 0.9 to 1.5 yards. There are
ample surrounds, where equipment was originally stored, and coaching can take
place from. Changing is relatively new (separate areas for male, female and
instructor) and was provided as an extension to the pool building. The whole building
can be controlled from a single access door. The pool building is on the edge of the
Academy/College site with easy access through the grounds and space available
nearby which could be used for parking

The pool is now unused, as from the end of 2014, and closed mainly because of the
cost implications for the Academy (not necessarily its condition)

The pool and building are still in reasonable (i.e. potentially usable) condition, although
there are numerous renovations and improvements required to bring the facility into full
public use – the roof is asbestos, the windows are metal etc. Pools plant and boiler are
in acceptable condition

The pool was formerly used for a range of activities including use by Fakenham
Swimming Club, and there is evidence from noticeboards etc. of club activity

If there is established evidence of need for ‘public’ swimming provision in Fakenham
from the strategy, it is considered feasible at this stage to consider the merits of
refurbishing this pool as an alternative to new provision - the feasibility study would
need to consider the range and quality of existing facilities, capital and revenue costs,
access, parking, management and a range of other factors. The school is a listed
building and there might well be implications if any development were proposed
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
14

The site manager (albeit not necessarily the academy as it has not yet been asked)
considers that resumed community use of the pool could be considered. There is little
other community use of the rest of this site.
FAKENHAM JUNIOR SCHOOL POOL, 27 MARCH 2015
Present
Mike Hannah, Site Manager
Ian Ponton, Fakenham Swimming Action Group
MP
Main Points:

The existing school pool was built in the 1960s and measures about 13 x 5m, with a
depth of about 1m. The pool surround is very restricted and not capable of any
beneficial use apart from swimmer supervision. The pool is housed in a small classroom
size building of a single skin brick structure. It was originally used as a learning pool for
local junior schools to deliver national curriculum swimming

The pool and building are not in good condition and the pools was closed for school
and any other use at Christmas 2014, because of its condition and the cost of upkeep.
The pool tank is believed to be sound, although it is known that some pipes have
collapsed. There is an asbestos roof, and daylight is visible through parts of the walls.
Plant and equipment are not in a good state.
The school has received a
decommissioning report from the County Council that involves a large (unspecified)
sum to demolish the building and pool

In the absence of this pool, Fakenham JS (and other local schools) use alternative
pools (e.g. Bircham Newton TC) to fulfil their NC requirements

It is not considered feasible to further assess this pool for future community use because
of its size, restricted site, access problems and current condition and cost of operation.
FAKENHAM SPORTS AND FITNESS CENTRE 27 NOVEMBER 2014
Present
Colin Brzeczek, Centre Manager
DP/MP
Main Points:

Facilities:
­
Sports hall (4 court)
­
Health and fitness gym
­
Studio
­
Meeting room
­
Large reception and vending
­
Parking
­
All based on Sport England Optimum Sports Hall model, and built in September
2004

Usage
­
Sports hall used by Fakenham Academy during day, by payment of fee by
Norfolk CC on 5 year notice
­
Main hall – use by community for wide variety of activities, including badminton,
5 a side (probably unwilling to move outside even if facility available), gymnastics
(16 hours per week by club), netball, archery, trampolining
­
Gym – 1020 members at present, spare capacity for further 500, particularly on
Friday/Sunday. KPI is 80% use, often down to 50%
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
15
­
­
Studio – full range of classes
Meeting room – martial arts/parties

Cost of gym membership £38 single, £70 family, £31 concession, to include swimming at
Splash/Victory pools. Gym only, £17.99 per month

Catchment of Fakenham centre extends out to Dereham, Sheringham, Wells – town of
Fakenham about 12000 but catchment population much wider (see APP data)

Area to back is open space used occasionally by Fakenham CC as overspill, might be
an
appropriate
site
for
any
pool
in
Fakenham,
but
may
be
ownership/political/planning and highways issues

Site is adjacent to Fakenham Academy but detached and linked by footpath and
own school access to centre

Impressive and excellent quality facility and good working relationship with the school.
FAKENHAM SPORTS CENTRE ASSOCIATION/GALLOW 27 NOVEMBER 2014
Present
Sally McGrath, Centre Manager
DP/MP
Main Facilities





6 rink indoor bowls hall which is an industrial building and has a high roof. No insulation
and so energy costs are big cost to the association
2 squash courts
(9 hole outdoor golf course)
Function suite, which is used for bridge, classes and functions. Can seat up to 180
people
Bar and lounge area. Full catering at lunch times and from 6pm. Building open seven
days a week.
Main Points

Charitable trust organisation, which owns the building and has shared land with
Fakenham Racecourse landowners. Working partnership with the racecourse on
access/opening times during race meetings. Seem to have a compatible relationship
which works well - based on experience and personnel. The centre is open all year
with the exception of 14 days when race meetings are held. The leasing arrangements
with the racecourse are complex, but the association and racecourse owners’
relationship are amicable, and some future joint developments of course and centre
would be considered positively

Association came into being in 1973 – 74 when the then council disposed of the
building to the Association

Single story main building, which houses all the activity areas, and function rooms.
Separate squash court building. Plus 9 hole golf course

Membership of the association and then membership of each activity/club. Some
tension between setting subscriptions for the association which everyone pays and
then lower subscriptions set by each club for membership. View of each club is they
subsidise the others
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
16

Association turnover is £0.5m a year and they have reserve/surplus of only £20k
annually. Impression is they get by and make do but if a major repair or renewal is
required then would have to be a membership levy

Building had a buzz to it in late afternoon – bowls hall busy and function suite full with a
bridge club. The catering, bar/lounge area and function rooms provide a social focus
and keep members on site. However location down an unlit road for half a mile does
prevent walk in trade. Members tend not to stay late

Average age of membership in mid 50’s and struggling to increase membership.
Gender split is male 66% and female 33%. No figures on total membership but bowls is
425 but declining (includes some elite national players). Golf is 250 and static. Squash
no details but does operate in Norfolk County league so suggests healthy

Overall impression is that the place has life to it and strong membership commitment to
it. But the building is ageing and turnover prevents major modernisation – it gets by and
does running improvements with small annual surplus

Impression is that the management is keen to develop opportunities – on race days
and non-race events at the racecourse and so visitors use the venue.
Further meeting 27 March 2015 to squash courts. There are 2 courts plus viewing balconies
and changing. The courts require some minor cosmetic work (painting and plastering) but
the structure is sound albeit of a corrugated construction. The courts accommodate a local
squash club, which plays county league competitions and also organises junior
development, local ladders and leagues and racketball.
GRESHAMS SCHOOL HOLT, 25 NOVEMBER 2014
Present
Steve Adams, Sports Development Director
DP/MP
Main Points:

800 students on whole school roll, from pre prep, to prep to main school. Mixed
gender, some boarders. Some child safeguarding issues, also impinge on availability of
facilities for community when students want to use them

No indoor sports facilities in Holt so Gresham’s considers it provides for a local need for
residents – including pitches, tennis courts, swimming pool, sports hall etc. Programming
showed around 10 hours a week at present for club use of some venues. However the
programme looks to be ad hoc and could be structured to set out school use
curriculum and after school – condense and create dedicated time for community
use. In short through programming, scope to get more out of what already exists –
sports hall mainly

Steve Adams relatively new in post (previously at Uppingham(??) and has some
constructive ideas about developing school facilities for local community use

School (based on Steve Adams conversation) has a commitment to community use as
recognises it needs to be good neighbour and build town/school relationships – not just
in sport. Impression given is that the school could be a large capital funder of facility
improvements, based on meeting what the school needs first and foremost. Scope to
develop and enhance for community use with matched funding. Again impression
that the school would sign up to formal CUA
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
17

Impression from the consultation meeting is that the local councillors – Town and District
- need to be convinced of value and benefit of development partnership with the
school so as to make better use of what already exists for the community

Facilities include;
­
­
­
­
­
­
­
Sports hall – 5 courts, capable of use for indoor tennis (1), full court
basketball/volleyball/5 a side, 1 indoor hockey, 1 netball, 4 indoor cricket nets.
Actual size 742m2. Sports hall floor recently resurfaced with a terraflex rubberised
surface
Swimming pool 25m x 5 lane with depth range of 0.8m to 1.2m. Good quality
pool with timber beam roof structure and clear glass to one pool side. Changing
accommodation not viewed
Small fitness room – 18 stations including 10 CV, 8 resistance and dumb bells.
Mainly school use, despite demand from some local clubs. May be a local
demand for 40-50 station gym in Holt area.
Small 1 court ‘school’ gym recently refurbished with removal of most of wall
equipment (=studio)
Squash courts (4) - conventional (not on APP database). Accommodates NN
Squash Club, playing in Norfolk League
3 sets of changing facilities in total
Also 2 outside astros (sand based/dressed) plus numerous =grass pitches

Condition – generally good, but some facilities dated and requiring upgrade (e.g.
squash, changing)

Sports facilities in one small area, which requires new access from Kelling Road to avoid
conflict with school. SA has had drawings done to incorporate all facilities in one
enclosure, but advised that finance better spent on improving individual facilities,
branding, programmes etc

Maybe needs to create a reception/bookings area for community use – given the
individual facilities all have their own separate entrances

Potential problem of access at exam time.
MEETING AT HOLT YOUTH PROJECT 5 FEBRUARY 2015
Present
Julie Alford, Manager
DP/MP
Main Points:

Mainly a voluntary sector project, which originated in the ‘front room’ of the manager’s
house, in response to youth issues and problems in the town. Holt (despite its
reputation) has some significant deprivation issues, and has the highest assisted school
meals numbers in the county

Facilities included on site – small 1 court hall with clearance for badminton etc., health
and fitness gym (Health Hut) with 10 stations plus changing and other ancillary facilities.
Sport is an important means of meeting objectives but the HYP is not specifically a
sports facility

Main clients are NEETS, young carers and the local youth group/club. Programme is
varied (see website)
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
18

Health Hut is used by a range of groups including youth, fire service, police service,
locals, Gresham students, Holt FC, Holt RC, etc

The project has close links with Gresham’s School – facilities are interchanged, leaders
from school serve the project and carers from the project use the school

There is no public funding from NCC or similar (much to the embarrassment of the CC
when project recently visited by Government representatives). Core finding now
available from Ormiston Trust

When new facilities provided in recent past, funded voluntarily - £30k land, £150k
building.
FITNESS EXPRESS KELLING HEATH, 5 FEBRUARY 2015
Present
Site Manager
DP/MP
Main Points:

Facilities are part of a holiday caravan and camping site and cater mainly for
holidaymakers, though there is club membership available for local people

Sports facilities included on site include a small pool (19 x 10m according to APP), and
jacuzzi pool, plus a 35-station health and fitness gym. In addition there are other
outdoor facilities including a pool and tennis courts. The indoor sports facilities were
built in about 2000. Changing and other facilities area also available

The Fitness and Health Club currently has 300 members from the surrounding area, and
these mainly come from Cromer, Sheringham and Holt. The manager estimates that
there is about 40% spare capacity, and the facilities were not being used very
intensively at the time of the visit

Current fees range from £29-41.50 per individual per month ((£320-473 per year)

The facility probably offers little opportunity for meeting the wider community needs of
the area, as there is no casual pay and play access, and the facility is relatively remote
from the main towns. There is however some spare capacity.
NORTH WALSHAM SPORTS CENTRE, 25 NOVEMBER 2014
Present
James Hudson, Centre Manager
DP/MP
Main Points:

Facilities:
­
4 court sports hall
­
1+ court small gym
­
Bar area
­
Changing
­
Viewing balcony
­
Parking etc.

Usage estimated at 2500 per month/25000 per year. Mainly pre-booked casual/club
use, no classes. JH estimates usage at about 80% capacity in main evening peak, so
some limited scope for additional use
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
19

Programme;
­
­
­
­
­
Main hall – range of activities but also used for 5 a side – Wed even all football,
Mon/Fri CSF, Tues/Thurs 1 football session
Gym – gym club 5-7pm 4 evenings per week, TT, badminton, pilates etc. after
7.00
Gym Sat – trampolining and gym (10-5), Sun – ESKA am
Sports hall – Sat – bootcamp, tennis, roller skating (generally up to 4.00, Sun –
winter cricket league, artistic skating
Sundays available for parties

Issues at present – need to improve awareness and signing. Possible combine with
brown signs for adjacent Atrium Centre. Not clear on what performance targets are set
by NNDC. Possibly it is retain income levels and increase usage – but not specific

JH considers that as at present not turning people away, there is a small amount of
spare capacity and no need for additional sports halls in North Walsham at present

Quality of sports hall and changing is OK. But building shows its age and need for repainting of all areas and replacement of equipment – especially cricket nets.
PINEWOOD PARK INDOOR BOWLS CLUB 26 NOVEMBER 2014
Present
MP/DP
Phone call to John Neal, Bowls Manager
Main Points

Bowls hall and courts built originally in 1987 (30 year anniversary shortly) – need to
amend APP database.
More recently (c2000) refurbished carpet (needs further
upgrade now)

Owned by private family as part of Woodlands Caravan Park and other leisure facilities

Current membership stands at 370 in total, comprising 220 men and 150 women. Very
few juniors (one 15 y.o.), about 6 under 30s. Vast majority over 65. Half of members
play outdoors in summer (fairly normal practice). Membership fees £48 pa, plus green
fee of £3.90

Capacity - formerly membership was as large as 8-900, so current spare capacity
(theoretically 4-500).
Could easily accommodate additional 100 members
immediately

Catchment is mainly Sheringham, Cromer and Holt, though some players travel out
from Norwich North Walsham, etc

Usage – daytime, mainly retired players, recreational and internal leagues (e.g. 6 courts
in use at 10.00 am today). Evening leagues (up to 9.00 evening) mainly working
players. Teams and players in county leagues for men and women (Sats) and friendlies
and local competitions with other clubs (Suns). Limited caravan site usage (less than
e.g. gym because of demographics of holidaymakers)

Quality and condition - facility is in good condition, including ancillary facilities (bar,
changing etc.). Carpet now needs replacement. Building itself in good condition and
no current problems
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
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
Views on need for additional indoor bowls – there is spare capacity here and
elsewhere and despite demographics, unlikely to be a justification for any more indoor
bowls halls in area. Geographically all main towns catered for (Fakenham, North
Walsham and Cromer/Sheringham/Holt)

Promotion – worked with Active Norfolk, limited immediate success, but not long term.
No involvement with England Bowls. Manager would like to attract more people from
the 50+ age group (too late to attract 65+ from new).
MEETING AT PINEWOODS LC, UPPER SHERINGHAM, 10 OCTOBER 2014
Present
Steve Dickinson, Manager Health Club
DP/MP
Main Points:

Facilities include
­
main pool (25 x 10/11m) plus Jacuzzi
­
learner pool
­
indoor bowls
­
function room
­
health and fitness centre (46 stations)

Health and fitness centre promoted as healthy living facility, with blood pressure,
flexibility tests, etc

Overall operated as a ‘public’ facility with no restrictions on access, but with
membership subscriptions available (currently £44 per month)

90% ‘public’ usage (as opposed to use by caravan site and holiday makers), 2/3 pay
and play, 1/3 membership

Probably 50% spare capacity in all facilities

Demand from swimming clubs but owners decided to concentrate on membership

Privately owned by local farming family who also own adjacent caravan park. Likely
that financial model is different from many similar facilities – no central charges, likely
that financial targets not stringent.
ROSSI’S LEISURE NORTH WALSHAM, 25 NOVEMBER 2014
Present
Bruce Rossi, Owner and manager
DP/MP
Main Points:

Facilities include:
­
­
­
­
­
Bowls halls (2 x 4 plus previous 4 now removed + total 8 rinks) Plus outdoor green,
Used by North Walsham BC
Squash courts – 2 glass/1 conventional, 3 teams in County Leagues
Swimming pool – 17 x 8m (1.2m deep). Mainly membership use but limited
programme of activities
Steam room/sauna/Jacuzzi etc.
Health and fitness gym – 31 stations
North Norfolk District Indoor Leisure Facilities Strategy:
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­
­
Ten pin bowling alley (6 lanes)
Ancillary facilities – changing, bar, cafe, parking etc.

Perceptions – there are few facility deficiencies in NN, though this view may be
affected by commercial considerations

History of site – previously farmland. Parents had steel frame building business. Bowls
building the first constructed in 1978, additional 4 rinks in 1982, further 4 in 1984. Squash
courts added 2 + 2 in 1984, then outdoor tennis. Four bowls rinks converted to tenpin
bowling, and 1 squash court to gym. 2003 new gym built plus studio and pool. 2010
children’s play added

Management – all sports facilities operated on a membership and pay and play basis.
Membership packages range from £32 to 54 (compare with Victory)

There is estimated to be 50% spare capacity overall at the centre across all activities

Bowls considered to be in decline nationally (e.g. Lakeside, Lyng recently closed).
Activity is based on the club. Main activity times are 10-12 and 2-4, previously
evenings. Currently 300 members (75% spare capacity). Membership is mainly male,
with few juniors, despite some development work. There is over supply of bowls
facilities in the wider area

Squash – membership is <100, and spare capacity is 66%. New coach (Malcolm
Willstrop), and club has fixtures against all NN clubs in County League. Club/centre has
Silver Chartermark. There is probably no need for additional courts in the area at
present

Gym – there are considered to probably be sufficient stations to meet demand

Catchment of Rossi’s – the area around comprising Aylsham, Cromer, Stalham,
Coltishall and Wroxham

Condition – generally well kept, need to complete quality and condition pro forma.
SHERINGHAM ACADEMY/HS 27 MARCH 2015
Present
Jo Knowlden, Business Manager
MP
Main Points:

Sheringham HS became an academy in 2011, and is now the hub for the North Norfolk
Academy Trust (together with Stalham HS and Antingham JS). It is a high performing
school, with the best GCSE results in the county (?), and a large sixth form

The sports facilities on the site are:
­
Astro pitch, full size, relatively new, but without floodlights (planning constraint or
cost). The pitch is used by Panthers HC for matches (1 team), the local Harriers
running club and various local groups
­
Tennis courts (3/4) – hard courts include netball and tennis markings with some
public usage
­
School gym – 1 court size with some community usage
­
School hall, with some bookings for non sport activities
­
Drama studio, used one evening for martial arts
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
22

The school suggests it has a strong community usage philosophy and would like to be
able to develop its facilities further for both school and community use. It is the only
high school in the district without a sports hall. There is some evidence of an overall
demand for additional indoor sports space in the Sheringham area (see draft strategy)
and the possibility of developing a larger indoor dry space here (sports hall or large
studio) should be considered.
SPLASH POOL, SHERINGHAM, 10 OCTOBER 2014
Present
Stephen Mews, General Manager
DP/MP
Main Points:

Facilities include
­
Main leisurised pool (25 x 14m + beach =32m total length)
­
Very small learner pool
­
Wave machine/flume
­
Activity hall (1 badminton court, but unusable when weather wet)
­
2 studios
­
Health and fitness gym (33 stations)
­
Large seating area, formerly café

Catchment mainly Cromer and Sheringham, but goes out to North Walsham,
Hunstanton and Fakenham

Main market 35-50 year olds

Significant increase in attendance in summer especially when weather wet

Competition for swimmers – Pinewood LC, Cromer Country Club

Swimming programme –public swim, lessons, club (Sat am Vikings SC), lengths, hire,
schools

Costs – gym club membership costs £38 per month (£17.99 swim only), entrance £4-4.80
per visit

Potential improvements
­
Customers – new building (built 1988 and dated), improved changing, better
visual appearance
­
Manager – retention of fun/leisure pool) waves, flume, beach), bigger studio.
­
Ideally replace/rebuild pool on site, with improved gym and studios, possible
dray hall. Provision of soft play facilities.
STALHAM SPORTS CENTRE, 6 FEBRUARY 2015
Present
Colin Brown, Area Manager NNDC
Local NNDC member
MP
Main Points:

Facilities include
­
Main sports hall (4 court, probably 33 x 17m)
­
Storage (shared equipment with school)
­
School/community changing
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
23
­
­
­
Social area and café (added by NNDC after hall)
External access and parking
Also astro (sand based) managed by NNDC staff, 4 hard tennis courts, and grass
pitches

Sports hall used by school during day (8-6) and CU agreement allows community use
from 6-10 evenings and both weekend days. In fact weekend use by community only
on Saturdays from 9-7 and only open for prior bookings

Usage and programming – Mon – Fri 62% usage in last period (compared with Cromer
57% and North Walsham 89%, although latter two also include weekend use. Current
week’s activities comprise football (7 hours), badminton (6), netball (1), roller hockey
(1) and kick boxing (1.5), comprising 16.5 sessions/15 hours therefore 5 hours free (i.e.
25% spare capacity). Sumer use lower

Condition – originally built 1980, refurbished 2007. Different floor to other LA centres,
and therefore less maintenance, though not ideal for roller skating. Disabled access
available, but circuitous route through school grounds. Adequate parking at rear of
school

Staffing – only one staff member on duty at any time (similar to other LA centres)

Manager’s views on future – better promotion (including internal and external signing),
pricing, more work in the community to reflect needs and demands, work with user
group

Profile of Stalham – different from NN coastal areas (though a sense that population still
quite old), some deprivation, and low incomes. Significant new housing may introduce
more young families

Other indoor opportunities in Stalham include, Poppy Centre (new community centre
provided by the community with external funding, located on sports field, used may
compromise sports centre), Town hall, Baptist Church (location of mobile NNDC gym)
and hall at Hickling.
VICTORY POOL, NORTH WALSHAM 27 NOVEMBER 2014
Present
Stuart Jardine, Pool manager
Jeremy Boreham, Area Manager Places for People
DP/MP
Main Points:

Opened in 2003, it is the most recent swimming pool in the district. Capital funding from
North Norfolk DC and Sport England Sports Lottery Capital Community programme. The
capital investment by Sport England represents the single biggest award in the district

Pool and other facilities in NN managed by leisure wing of Places for People, social
enterprise with remit to create and manage successful places (see below)

The swimming facilities include:
­
Swimming pool, 25m x 6 lane deck level pool
­
Changing village
­
Parking
­
Large reception and a vending/café area overlooking the pool
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
24

In addition there is a health and fitness gym of 40/50 cardio vascular stations and a
freestanding weights area. Soon after the centre opened in 2003 the assessment was
that the gym was too small and the centre could accommodate a gym of up to 80
stations. The Victory Centre gym is the largest ‘public’ gym in the district

There is a 15m2 dance studios with a sprung timber floor, and the studio also has a
permanent lighting and PA system installed. There is a further small studio, which is used
for spinning classes and small group exercise classes

There is a wide range of activities at the centre, including use by Vikings SC 8.5 hours
per week. The centre is operated on a membership basis. The all-inclusive monthly
membership package of access to swimming, the gym and classes is £39 a month in
2013 – 14. There are other membership packages for swimming and gym access only

Usage/spare capacity - in 2013/14, the total swimming usage was c103,000 users in the
year, compared to c102,000 in 2012/13; so there have not been any notable increases
in usage

Programming - hydro programme (e.g. hydro jog, circuits, group classes in pool and in
dry areas, main pool

In terms of health and fitness performance, the income per station performance has
significantly improved between 2013 – 14, and 2012 – 13. This is despite a decrease in
the number of members by circa 50 (1,630 in 2012/13 compared to 1,584 in 2013/14).
The improved financial performance is therefore down to increased pricing between
the two years. Also of note, despite the decrease in members, gym usage increased in
2013/14 by circa 2,500 visits per annum

Relationships with other providers/ managers in area – commercial sector (e.g. Rossi’s)
limited, other NNDC operated centres poor.
Places for people website

Vision – ensuring successful places and enabling people to reach their potential

We are one of the largest property and leisure management, development and
regeneration companies in the UK. We own or manage 148,000 homes and have
assets in excess of £3 billion

Creating and managing successful places

Building homes is just the start. New schools, shops, leisure facilities, job opportunities
and training for support services make a place thrive. And we don't stop there: we
manage places so they're sustainable in the future

Social and commercial focus

Our products and services are socially and commercially driven. As a not-for-dividend
organisation, any profit we make is re-invested back into the business

A responsible business

Corporate responsibility is at the heart of what we do. This year we achieved a
platinum award in the Corporate Responsibility Index - making us the leading company
in our sector.
North Norfolk District Indoor Leisure Facilities Strategy:
Findings from the Site Visits and Consultations with Stakeholders
25