10/06/2026
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:
📧 [email protected]
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 Leisur...