The project forms part of a wider long-term partnership between Freedom Leisure and Windersheim University, delivered through an annual international programme supporting research, innovation and sustainability initiatives. Previous collaborations have explored a range of environmental issues, with this year’s Stafford based project focussing specifically on green and active travel. This research aims to understand how customers travel to Freedom Leisure sites, the reasons behind their travel choices, and how more sustainable and active travel options can be encouraged. With thousands of journeys made to leisure centres every week, travel represents an important part of the wider environmental impact and net zero ambitions. The findings will help inform future initiatives designed to reduce environmental impact while supporting healthier lifestyles.
This 19-week research project began at the start of February 2026 and is structured in three phases. The initial eight weeks are being conducted in the Netherlands, where students are working virtually with Freedom Leisure to define and plan the project, alongside completing desk-based research. The next eight weeks take place in the UK, where students are collecting data across leisure and cultural facilities in Stafford and developing potential solutions. The final three weeks will return to the Netherlands, where the team will complete analysis and produce a final advisory report.
The students arrived in the UK at the end of March and will remain until late May, with their final presentation and report due in early June. While the research is locally focussed in Stafford and Stone, the project will contribute to Freedom Leisure’s wider sustainability strategy and ongoing commitment to evidence led environmental improvements across its portfolio.
By building long-term academic partnerships, the organisation aims to develop practical, scalable solutions that respond to both environmental priorities and customer needs.
We are delighted to be working with Windesheim University of Applied Sciences on this important project. Understanding how our customers travel to our facilities is a key step in helping us reduce our environmental impact and support more sustainable choices. This collaboration gives us valuable insight that will shape how we develop greener, more active travel options for our communities moving forward.
Alistair Gould