COLCHESTER Council-run leisure centres are celebrating a massive membership boost following previous concerns over cash shortages.

Leisure World, which is run by the council, exceeded membership targets by nearly 50 per cent in January.

Latest figures show 929 memberships were sold that month alone, against a target of 629. This resulted in the highest monthly sales in its history.

Just six months ago, council leader Paul Smith (Lib Dem) said memberships at Leisure World had been hit because of the opening of the state-of-the-art David Lloyd centre.

There had been a £135,000 shortfall in Leisure World income between April and the end of June.

Mr Smith also blamed a delay in a £1.5million refurbishment of Leisure World’s largest site in Cowdray Avenue, Colchester.

As a result of the drop, new membership packages were introduced and a number of new income streams identified.

Much of the membership boost can be attributed to a one month free offer in January.

But Mr Smith said other factors contributed to the success too including the completion of the refurbishment.

“What I can say is income is back on track at Leisure World. It looks like it is on course to make its target in the weeks ahead.”

He added: “It was certainly a well timed campaign [in January]. The campaign got people through the door to look but the quality of facilities got people to sign on the dotted line for 12-month membership.”

Other membership boosters have included a special offer for residents moving into some new housing developments, vouchers given to Colchester hotel guests and Valentine’s and Mother’s Day deals.

Later this month the council is set to launch hen party packages for Leisure World, linked to weddings held at Colchester Town Hall and Colchester Castle.

However, Mr Smith said he didn’t think Leisure World was now taking customers from David Lloyd, which is in the Northern Gateway area by Colchester United’s stadium.

“I suspect people are coming from other clubs rather than David Lloyd because of its location.

“Other people have had a look at what’s on offer and seen Leisure World is a very competitive offer now.

"The pay-as-you-go gyms get people in there but if people are going two to three times a week it might be cheaper at Leisure World.”

Mr Smith said he was confident Leisure World could sustain healthy membership figures with an athletics club wanting to use the facilities. Colchester Judo Club has also relocated to Leisure World.

And despite the facility being likely to have taken a hit due to this week’s snow, Mr Smith was confident visits would make up for it over the next fortnight.

Leisure World also has leisure centres in Tiptree and Highwoods.

Colchester Council’s Trading Board will be given an update on Leisure World’s usage at its meeting on Wednesday.