A new leisure scheme for Sheffield is being introduced in one of the biggest changes to entertainment, sport and health and fitness in the city for more than 20 years.
The lifeCARD is being launched by Sheffield International Venues (SIV) and will offer discounts on many of the activities across the company's 19 leisure and entertainment facilities.
SIV operates venues including Ponds Forge International Sports Centre, the English Institute of Sport - Sheffield (EIS Sheffield), iceSheffield, Graves Tennis and Leisure Centre, Concord Sports
Centre and Hillsborough Leisure Centre.
Although prices are set to increase across SIV facilities, lifeCARD holders will receive a 20 per cent discount and, in the majority of cases, customers will end up paying less than they do
currently.
In addition, customers with a lifeCARD will benefit from special offers, advance bookings on major events such as music concerts, ticket offers for sports and entertainment and discounts from
companies including Stagecoach Supertram and city hotels.
Steve Brailey, chief executive, SIV, said: "Across the country, organisations are experiencing increases in costs and SIV is no different. In these challenging times, the introduction of
the lifeCARD is designed to protect our customers from the price increases. It is not about charging more, but offering more, following suit from other successful schemes across the UK and
facing the reality of the economic climate.
"The new lifeCARD will enable us to collect more information about our customers and offer a greater range of programmes and activities to suit the whole of Sheffield.
"It will give us information that will help us to develop and to continue to invest in the facilities we provide. This is an exciting opportunity for our customers to make real savings,
receive great offers and make a major contribution to the improvement of our products and services."
Activities where customers will pay less with a lifeCARD than they are currently paying will include junior peak and off peak lane swimming, adults off peak lane swimming, junior peak and off
peak leisure swimming, off peak outdoor pitch hire and Friday night ice skating.
Offers will be refreshed monthly with December's benefits for all lifeCARD holders including a free ice Skating session, a free lane swim, 50 per cent off any regular hot drink, half price
family swim and family skate, free coached activity taster session, buy one, get one free Christmas carol concert tickets and free gym and power plate inductions.
The SIV scheme is similar to those already operating successfully in most major UK cities. It will replace existing SIV cards and has already had the thumbs up from customers following a trial
at one of the company's busiest venues, Hillsborough Leisure Centre.
Karen Wake, the first customer to be issued with a lifeCARD at Hillsborough Leisure Centre said: "I think the lifeCARD is a really positive scheme. I visit Hillsborough regularly for
Smartbeat sessions so I am looking forward to finding out about other events, activities and promotional offers."
Richard Apps, general manager at Hillsborough, said: "In just the first week since launching, the lifeCARDs have proved to be really popular with our existing customers. We hope this
scheme will encourage further increases in sport, fitness and physical activity across our other 18 venues."
SIV plays a key role in driving participation in Sheffield, helping people to maximise their sporting potential, delivering 184,000 swimming lessons, 44,000 skating lessons and 93,000 school
sessions every year.
Every year, SIV welcomes more than 4.5 million people and stages over 2,000 events annually. Its Fitness Unlimited gym scheme has 15,000 members in Sheffield.
Fitness Unlimited or Golfit members will receive the benefits of the card free of charge as an added value of membership.
Customers registered on a 'Learn to' development programme will automatically receive the card free for 12 months.
Steve said: "More than ever, health is high on the government agenda and will become even more important as part of the legacy of London 2012. The lifeCARD will incentivise physical
activity, supporting our objective to encourage people to become more active, more often."
Although not compulsory, the card will be introduced on Monday, December 5. SIV expects the majority of its regular users to snap up the cards.
Steve added: "Customers with a lifeCARD will pay less than those without. Our leisure and entertainment venues are operated on behalf of Sheffield City Trust, which means any additional
income is reinvested back into improving facilities and programmes for the benefit of staff and customers, supporting our mission of excellence for all in sport, leisure and
entertainment."
lifeCARDs are available at venue receptions or online at an introductory rate of £3 from November 7 until December 31. After this time, the cost will be £5 for an adult and £3
for a junior (17 and under).
For more information about the lifeCARD visit www.sheffieldlifecard.com
