Leisure & Culture Dundee is proud to announce an exciting transformation for its Leisure and Sport services, as it launches a rebrand under the name Active Dundee. This initiative is set to modernise the organisation’s brand and create a unified identity for its membership scheme, leisure facilities, and sports programmes. The rebrand is part of a broader commitment to improving accessibility, enhancing customer experiences, and meeting the growing needs of the community.
“We are delighted to introduce Active Dundee as the new face of our leisure and sports services,” said Judy Dobbie, Managing Director of Leisure & Culture Dundee. “This rebrand isn’t just about a new name; it reflects our dedication to continually evolving and improving our services to better serve our members and our Dundee communities.”
Key Developments Include:
- Enhanced Digital Experience: The rebrand roll out plan will continue through December with the launch of a streamlined website and a sleek, easy-to-use mobile app making it simpler for customers and members to access services, manage bookings, and stay informed.
- New Membership Packages: Launching on 16th December 2024, redesigned memberships will provide greater value and flexibility for the residents of Dundee.
- Updated Pricing: New pricing for current members will take effect from January 2025, ensuring the sustainability of services while remaining competitive with prices still below national and local average price points.
A Vision for the Future
From January 2025 onwards, the organisation will continue to roll out visible improvements across its facilities, including updated signage and a refreshed staff uniform.
“We’ve consulted with staff, customers, and industry experts to shape this transformation,” added Scott Urquhart, Head of Leisure, Sport and Physical Activity Services. “We believe these changes will not only benefit members, but also create a sense of pride among our staff and the wider community.”
With the new year expected to be a busy period for fitness and leisure facilities, Active Dundee is poised to offer a welcoming, inclusive and community-focused experience.