Unlocking the health potential of public leisure

WellNation speaks to Duncan Kerr, CEO of Wave Active, about the leisure trust’s strategy to empower health and wellbeing through behavioural change programmes and activity pathways

When Duncan Kerr joined Wave Leisure in 2014, the leisure trust operated four sites, relied heavily on public subsidy and had limited local engagement. Today, under his leadership, it has evolved into Wave Active, a community-focused organisation with 15 locations delivering physical activity for all. Driven by an ambition to integrate healthcare, inclusivity and community engagement, Wave Active is committed to tackling health inequalities and removing barriers to participation.

Under pressure to become self-sustaining, Kerr realised early on that financial reform alone wouldn’t be enough. “Our research showed that while awareness was high, participation was low. Many people felt they didn’t belong in our centres. It was clear we needed to better understand and connect with our community,” he says.

This insight led to a stronger focus on outreach and engagement to build trust and shift perceptions, ultimately shaping some of the sector’s most innovative delivery models aimed at the 86% of people unlikely to join a gym.

WHERE LEISURE MEETS HEALTHCARE Kerr is convinced that the sector has a key role to play as a partner to primary healthcare. It’s a belief he has held throughout his more than 25-year career, which has included such roles as Director of Sport at the University of Reading, CEO of Gosling Sports Park and MD of Celtic Community Leisure. At Wave Active, he has gained real traction, developing models that align more closely with local primary care. Building on the success of in-centre programmes such as cardiac rehabilitation, Parkinson’s and weight management, the trust has introduced a dedicated health space for health-focused activity at Downs Leisure Centre.

Launched this February following a legacy donation from a local resident, Lilian’s Room combines power-assisted equipment with rehabilitation technology and strong emphasis on social interaction. The concept was developed in conjunction with active ageing experts Innerva and is used by the public as well as Wave Active’s team of specialist health practitioners to support older adults and people living with long-term health conditions. (For a more detailed look at how Wave Active designed and operates Lilian’s Room, turn to page 40).

Wave Active is also embedding itself within the local healthcare ecosystem through a partnership with Lewes District Council, Quayside Medical Practice and Chapel Street GP Surgery to deliver Newhaven Health Hub. Opening later this year, the hub will provide a pathway between prevention, rehabilitation and treatment.

“If a GP hands you a leaflet and tells you to be more active, there’s a good chance nothing happens. But if they can walk you down the corridor and introduce you to one of our health coaches, that’s a completely different experience. It becomes part of your care pathway,” says Kerr.

He believes this model will help address a critical gap in traditional referral systems, where up to 30% of patients fail to follow up with appointments. By contrast, co-located services can achieve engagement rates of up to 90%. (These figures are indicative, based on a project run by Wave Active when a member of their team was based at a GP surgery for a period).

Hillbrow Health and Wellbeing Centre is Wave Active’s most ambitious model. Launched in March 2025, the facility is co-owned with South Downs Health and Care, a GP federation and NHS provider that represents 25 doctors’ practices. Benefiting from shared services and a truly integrated approach, the health and wellbeing hub brings prevention and treatment together combining GP services, specialist clinics and GP training with fitness and rehabilitation facilities.

Achieving this level of integration hasn’t been easy, requiring persistence and a willingness to navigate two very different business models. But for Kerr, the potential rewards are worth it.

“Healthcare is under enormous pressure, and physical activity has a huge role to play in prevention and recovery. We’re not trying to become the NHS, but we can be a vital partner,” he says.

Wave Active’s work aligns with the NHS’s shift towards prevention and community-based care as outlined in its long-term plans.

“The 10-Year Plan gives us insight as to what the new landscape will look like and I hope we can build on the relationships we’ve already established across public health to support positive health impact. We’re open to working across geographical areas to bring relevant and appropriate services and partners together to support positive neighbourhood health impact.”

MAKING A DIFFERENCE

Supporting this work is its sub-brand, Wave Active Health, which delivers behavioural change programmes and tailored activity pathways for people living with illness, injury or long-term conditions.

“We’re not just trying to get people active. We’re trying to support behaviour change. That’s a completely different challenge,” says Kerr.

The launch of its dedicated Just Keep Moving membership in line with the opening of Lilian’s Room is already attracting hundreds of members, reflecting growing demand for this approach.

Looking ahead, Kerr sees initiatives such as Lilian’s Room, Newhaven Health Hub and Hillbrow as blueprints for the future.

“We’re starting to prove that leisure centres can be much more than places to exercise. They can be hubs for health, connection and community.”

We’re starting to prove that leisure centres can be much more than places to exercise. They can be hubs for health, connection and community

As Wave Active continues to evolve, its ambition is to play a central role in the health system.

“I often describe our potential impact in terms of colours,” says Kerr. “If blue is leisure and yellow is healthcare, then the real opportunity lies in the green space where they overlap. That’s where we can make the greatest difference.”