A SIGN of QUALITY

De󹀼 ning and upholding standards are important for any industry or line of business. But when budgets are tight, is there a danger that “quality marks” that need to be paid for are placed on the “nice to have” list?

The leisure industry is rich in quality marks, from Sport England’s Quest and ukactive’s newly launched The Active Standard (TAS) to Swim England’s Learn to Swim and Right Direction’s Exercise Referral Standard and Tackling Inequalities Standard. But what purpose do they serve? And are they worth the effort? It’s a question operators around the country are considering when budgets are cut and utility bills have skyrocketed.

Standard bearers

Right Directions, the sector’s health and safety and quality management expert, manages the accreditation of all these awards on behalf of its industry partners. Managing Director, Caroline Constantine, explains why they’re important and how, by regularly assessing and enhancing services in line with industry best practices, they can help operators to innovate and grow.

“A belief that internal processes are sufficient, along with perceived cost and resource implications, a fear of scrutiny and a lack of awareness of the benefits, can make prioritising external accreditations an easy cull when you’re in the thick of managing a leisure centre and an already overstretched budget,” she says. “However, without that annual check in, it’s easy to lose focus on being proactive around continuous improvement. The end result is that customer satisfaction declines and members start to leave.

Without that annual check in, it’s easy to lose focus on being proactive around continuous improvement

“We know ourselves as a business that things easily slip when you’re caught up in day-to-day operations. That’s why we commit to number of external accreditations, including ISO 45001, ISO 14001 and ISO 9001. Knowing we regularly need to produce proof of our policies and procedures, operational effectiveness and service delivery standards is enough to ensure we remain proactive and on top of documenting evidence across the key areas as we go along. It also means there’s no last minute rush to collate everything and put any missed plans in place just before assessment day.

“As with leisure-specific standards, these accreditations help to enhance operational efficiency and best practice and demonstrate our business’s commitment to quality and continuous improvement, which in turn builds trust and credibility with stakeholders, helping us to stay competitive.”

Awarding excellence in leisure

Leisure industry accreditations act as recognition from key stakeholders, including Sport England and other governing bodies, that operators are adhering to set standards embracing safety, inclusivity, training and operational excellence, enhancing customer confidence through independent verification.

Day-to-day this encompasses regular staff training, policy updates, monitoring compliance and customer engagement - actions that should already be taking place, but may fall by the wayside if not regularly checked.

Many of the accreditations involve an in-depth independent assessment by industry experts, which includes site visits, a review of documentation, interviews with members of the team and performance evaluations, as well as mystery visits, via online, email, telephone, social media and in-person check ins, to challenge operational processes. This encourages operators to stay proactive year-round and ensure readiness for the formal evaluations. Regular reviews also support organisations in adapting to fit evolving best practices, with a focus on measurable outcomes, not just compliance.

There are five well-known and respected recognition marks in the physical activity sector.

Quest - established more than 20 years ago, Sport England’s Quest measures how well a facility is operating and how effective organisations are across a range of topics, to help deliver greater impact and social outcomes.

The Active Standard (TAS) - developed by ukactive in partnership with leading standards professionals and organisations across the UK and Europe, and now compulsory for ukactive member operators, the new mark of excellence is designed to demonstrate operators’ commitment to quality, safety and inclusivity.

The following awards can be carried out standalone or as part of the Quest assessment:

Learn to Swim - Swim England’s scheme assesses key business areas to recognise excellence, and acts as a mini business plan, helping operators to improve their lessons programme and offer a consistent pathway with clear progression goals to keep customers engaged.

Exercise Referral Standard (ERS) - developed by Right Directions in partnership with Suffolk Public Health to reassure GPs and health professionals that they can refer in the knowledge accredited facilities are successfully delivering programmes that have been rigorously tested using ‘real-world’ criteria.

Tackling Inequalities in Leisure Standard - replacing the Inclusive Fitness Initiative (IFI) back in 2022, accredited sites are recognised for their commitment to making sport and exercise accessible to everyone.

One of the operators to whom the Quest accreditation process has proved extremely valuable is Magna Vitae Leisure Trust. Since it started the process in 2016, it has offered a structured and comprehensive framework for continuous improvement.

Executive Director, James Brindle says: “Through Quest, Magna Vitae has been able to regularly assess and enhance its services, ensuring they meet high industry standards and exceed customer expectations. The accreditation process has allowed us to effectively benchmark our performance against best practices, identify areas for growth, and implement targeted improvements. This has not only strengthened operational efficiency but also enhanced staff engagement and development, fostering a culture of excellence and accountability within the organisation. The external validation provided by Quest also helps build trust with the local community and stakeholders.”

The accreditation process has allowed us to effectively benchmark our performance against best practices

Hallmark of excellence

Sarah Lobo is Head of External Accreditations at Right Directions. She says: “External accreditations are a hallmark of excellence. They show customers that your centre meets nationally recognised standards for safety, service and programming. By achieving these accreditations, you signal to your community that quality is at the heart of everything you do, protecting both your customers and your reputation.

“People want to feel confident when they choose a leisure centre. Promoting the fact you have accreditations from trusted organisations like Sport England and Swim England reassures them that your facility is professional, safe and focused on their wellbeing.”

Accreditations prove your gym meets top safety and quality standards

Constantine believes the accreditations help centres to stand out in a crowded field where they are competing with private clubs for a share of the market. She says: “They’re a visible sign of your commitment to excellence - a powerful marketing tool - making your facility the go-to choice for individuals, families and organisations seeking high-quality services. By demonstrating you are delivering the best possible Learn to Swim experience for the local community, for instance, Swim England’s accreditation helps schools to grow and ultimately earn more income.”

Ian Cotton, Group Aquatic & Activity Manager at Everyone Active agrees: “Independent verification of our standard processes and procedures through the Swim England accreditation is an important element of us maintaining a high-quality scheme. Swim lessons are a key part of our business, and holding the National Governing Body accreditation endorses the great work undertaken by our swim managers and swim teachers, and helps to raise the profile of the Learn to Swim programme offer at facilities.”

The quality marks also give an added air of authority to grant applications, as many funding bodies, local councils and corporate sponsors favour accredited centres that can demonstrate accountability and deliver measurable results, opening the door to greater funding opportunities and strategic partnerships.

“Unlike simple self-assessments, these industry-recognised accreditations undergo rigorous evaluation to ensure they meet sector expectations and funding requirements,” notes Lobo, keen to highlight they’re far more than just tick box exercises. “Operators must actively demonstrate their commitment to continuous improvement, ensuring they meet the scrutiny of funding bodies and regulatory organisations.

“The process can also highlight gaps in knowledge, skills or compliance areas, helping businesses to identify areas for growth and enhanced staff competencies. They act as a reminder to invest in CPDs, specialist courses and certifications, as well as internal coaching and mentoring. It’s proven that access to training and professional development opportunities for staff directly leads to improved service delivery and operational excellence.”

● For further information on all the industry accreditations and courses on offer via Right Directions visit: [https://rightdirections.co.uk/](https://rightdirections.co.uk/)