Sandwell Leisure Trust rebrands – renamed as Kore Sandwell

Sandwell Leisure Trust has rebranded to Kore Sandwell. The non-profit facility operator, which manages eight leisure centres on behalf of Sandwell Council, chose the new name to represent the facilities being “at the core of the community”.

The new identity is seen as more modern and has been designed to have a broader appeal among all age groups. There is also a business case for the rebrand. “The new identity will create opportunities for future growth and impact,” Kore Sandwell said in a statement, hinting that the move could mean the trust will look to secure management contracts outside Sandwell.

It added: “The needs of our communities are changing. People are looking for more than a gym or swimming pool – they want connection, balance and support for their overall wellbeing.”