Delighted, determined and delivering: Antrim and Newtownabbey’s leisure transformation wins NILGA Award

Antrim and Newtownabbey Borough Council has been awarded the Service Innovation & Improvement Award (award partner APSE) at the 2025 NILGA Awards for its ambitious and inclusive transformation of leisure services. The initiative was born out of the need to unify and modernise ageing facilities following the 2015 council merger. The result is a sector-leading, community-focused leisure service that has increased participation, reduced subsidies, and significantly improved user satisfaction.

The project aimed to ensure that all residents had access to high-quality leisure opportunities – supporting wellbeing at every life stage and creating a healthier, more connected borough.

This article is part of our series covering the 2025 NILGA Awards winners.

Background

In 2015, the merger of Antrim and Newtownabbey legacy councils brought with it a familiar challenge: outdated facilities, inconsistent programming, and declining public engagement. But it also provided an opportunity—to reimagine how leisure could work better for everyone.

The borough, nestled between the shores of Lough Neagh and Belfast Lough, serves a growing population across urban and rural communities. With strong transport links, vibrant schools, and a rich industrial heritage, Antrim and Newtownabbey was a borough on the rise—but it needed a modern, unified leisure offer to match.

The core challenge was clear: residents weren’t accessing leisure services in the numbers expected, and the operating model lacked both cohesion and long-term sustainability.

Action taken

The transformation began with a bold new identity: More. More than a rebrand, it was a philosophy—more access, more activity, more for everyone. The More umbrella now brings together six leisure centres, two golf courses, and over 30 outdoor pitches, delivering a consistent and high-quality experience across the borough.

Affordability and access

A simplified pricing structure was introduced, with just two inclusive membership options: £25 for individuals and £39 for families. This opened the door for more residents to access a wide range of activities, from soft play to racquet sports, swimming, and gym sessions.

Antrim and Newtownabbey Borough Council

Program for every life stage

Tailored programming has been at the heart of More’s success:

• More Skills introduces pre-schoolers to movement and sport.
• Teen Gym offers age-appropriate fitness sessions in a safe, welcoming environment.
• Live Long supports older residents to stay active and connected, with over 6,000 attendees

Health-focused initiatives have expanded too, including:

• Mental health and cancer rehabilitation classes.
• Falls prevention and inclusive activity schemes.
• New facilities, such as skate parks and integration of the MyWellness app to support fitness tracking.

Strategic investment

Since 2015, over £18m has been invested. Key milestones include:

• A new £2m fitness suite at Antrim Forum.
• Major renovations at Valley and Ballyearl leisure centres.
• Redevelopment of Antrim Forum, featuring new fitness studios and gym, resurfaced athletics track, and a complete refurbishment of the pool hall and village changing facilities.

Customer service transformation

The introduction of the More Team, a dedicated customer support hub, streamlined service delivery and ensured a consistent user experience. These efforts have resulted in a Net Promoter Score of 69 and an overall satisfaction rate of 89.3%.

Results

The outcomes have been outstanding:

• Memberships have grown from 5,000 to over 14,000.
• The average subsidy per user has dropped from £2.3o to just 70p.
• Valley and Ballyearl are approaching self-sustainability.
• The borough has received national and international recognition, including accolades from APSE, UK Active, ICMA, and the LGA.

As one user put it:

“The transformation of leisure here has changed how I spend time with my family. It’s affordable, accessible, and there’s something for everyone.”

Antrim and Newtownabbey Borough Council

Next steps

The journey doesn’t end here. Looking ahead to 2025 and beyond, the Council aims to:

• Increase membership to 14,500 and visits to 2.6 million.
• Expand health-focused programmes.
• Maintain in-house delivery to ensure quality and control.
• Monitor impact through robust data tracking and community feedback.

Advice for other authorities

• Start with people: Understand the needs of your residents and design around them.
• Simplify access: Clear pricing and consistent service standards help build trust.
• Think long-term: Investment in facilities is important, but so is culture change.
• Avoid fragmentation: A strong brand identity can unify services across locations.

Final reflections

Winning the NILGA Award is a proud moment—but more importantly, it confirms that our approach is delivering real, lasting benefits for our residents.

We’re not just transforming buildings. We’re building a movement—for wellbeing, inclusion, and community connection.

This is what happens when local government listens, leads, and delivers.