Swansea Bay Sports Park (SBSP) is entering an exciting new chapter, following the appointment of Freedom Leisure as the new operator of the site’s sport and leisure facilities.

After an extensive and thorough procurement process, Swansea University and Swansea Council have appointed Freedom Leisure as the new operator of sport and leisure facilities at Swansea Bay Sports Park, marking a positive new chapter for the site and everyone who uses it.

The agreement will be overseen by SBSP Ltd, a not‑for‑profit joint venture company wholly owned by Swansea University and Swansea Council. SBSP Ltd has been created to lead the strategic development of the site, building on over 25 years of successful partnership working since the establishment of the Wales National Pool.

From 1st August 2026, Freedom Leisure will take responsibility for operating facilities across the sports park, helping to enhance customer experience, support performance sport, and create a strong foundation for future investment. The new arrangements will ensure Swansea Bay Sports Park continues to thrive as a regional hub for community, performance and student sport.


From August 1st Freedom Leisure will operate facilities across the site, including:

  • Swansea University Sport Centre and outdoor pitches
  • Wales National Pool
  • Athletics & Hockey Centre
  • King George V Playing Fields at Ashleigh Road
  • Leisure and sports facilities at Swansea University’s Bay Campus

While Freedom Leisure already operates other leisure facilities across Swansea, this is a standalone contract, and Swansea Bay Sports Park will continue to operate as a distinct site with its own identity and focus.

Work is now underway to ensure a smooth transition to the new operator. There are no immediate changes for customers, who can continue to use facilities as normal.

As part of the future approach, it is expected that:

  • Existing pricing structures, including discounts and concessionary rates, will be maintained
  • Priority access for Swansea University students, including dedicated student sport times, will continue

The University’s Student Sport team will work closely with Freedom Leisure to develop scheduling for the 2026/27 season, ensuring student access remains a core priority.

About Freedom Leisure

Freedom Leisure is one of the UK’s leading not‑for‑profit charitable leisure and cultural trusts, operating more than 130 leisure, cultural and entertainment venues across the country.

With seven years of experience operating leisure facilities in Swansea, Freedom Leisure brings a strong understanding of local communities and a proven track record in delivering high‑quality, accessible leisure services.

We’re excited about what this partnership means for the future of Swansea Bay Sports Park and look forward to continuing to support our community, students and athletes for many years to come.

If you have any questions, you can contact the Swansea Bay Sports Park team at:
📧 enquiries.sbsp@swansea.ac.uk

Frequently Asked Questions

Why are you introducing a new operator?

Swansea University and Swansea Council have introduced a new operating model for Swansea Bay Sports Park to support improvements to the customer experience, strengthen performance and create a foundation for future investment in the site.

Why has Freedom Leisure been appointed?

Freedom Leisure have been selected following an extensive procurement process.  They are an experienced not-for-profit leisure operator with a strong track record of managing sport and leisure facilities. Their appointment will support the continued development of Swansea Bay Sports Park and help enhance the experience for users.

What is SBSP Ltd?

SBSP Ltd is a new not-for-profit joint venture company, wholly owned by Swansea University and Swansea Council. It has been established to oversee the long-term development and strategic direction of Swansea Bay Sports Park.

Is this the same as other Freedom Leisure facilities in Swansea?

While Freedom Leisure operates a number of facilities across Swansea, this is a standalone contract. Swansea Bay Sports Park will retain its distinct identity and continue to support community, performance and student sport.

Will the facilities remain open during the transition?

Yes. Facilities will remain open, and we are working to ensure a smooth and seamless transition.

Will I still be able to use the facilities as normal?

Yes. There are no immediate changes for customers, and you can continue to use the facilities as normal.

Will my existing bookings go ahead?

Yes. Existing bookings will continue as planned.

What will be different from August?

The new operating model is designed to enhance the overall experience at Swansea Bay Sports Park and support future improvements. At this stage, there are no immediate changes for customers, and we are working towards a smooth and seamless transition.

Which facilities are included in the new arrangement?

The new arrangement includes the Swansea University Sport Centre and pitches, Wales National Pool, the Athletics & Hockey Centre, King George V playing fields at Ashley Road, and sports facilities at the University’s Bay Campus.

What does this mean for the future of Swansea Bay Sports Park?

This partnership creates a strong foundation for future investment and development, helping to ensure Swansea Bay Sports Park continues to play a leading role in community, student and performance sport.

Will there be changes to services or facilities in the future?

The focus of the new model is to enhance and develop the facilities over time. Any future changes will be communicated clearly in advance.

How does this link to wider developments such as the National Institute for Sport and Health (NISH)?

The new operating model supports wider regional ambitions, including the development of the National Institute for Sport and Health (NISH), which will further strengthen Swansea Bay Sports Park as a centre for sport, health and innovation.

How will I be kept informed about any changes?

We will continue to share updates via Swansea Bay Sports Park webpages and official communication channels over the coming months.

Who can I contact if I have a question?

If you have a question, please contact the Swansea Bay Sports Park team via email: enquiries@swanseabaysportspark.co.uk