Active Wirral: Understanding Residents’ Experiences of Physical Activity and Local Leisure Provision
The Qualitative Insight Team gathered insights from Wirral residents to understand lived experiences of physical activity, leisure services, and local activity opportunities. In total, 75 research conversations were held across three wards: Birkenhead Central, Bidston & St James, and Seacombe, in and around leisure centres and community venues. Residents discussed what physical activity means to them, their current activity levels, experiences of local provision and what an ideal local physical activity offer should include. Findings highlighted the importance of mental wellbeing, affordability, facility quality, family-friendly provision, inclusive activities, outdoor spaces, and clearer communication about available opportunities.
Insights gathered: October 2025 - November 2025
- Active wellbeing and leisure
- Mental health and wellbeing
- Physical health and wellbeing
- Regeneration
- Community activities or events
- Experience of service provision
Insights gathered by
Active Wirral and The Qualitative Insight Team, Public Health, Wirral Council
Aim
The aim was to investigate residents’ lived experiences of leisure, physical activity and related services in Wirral. We sought to understand what physical activity means to residents, how they currently engage with local provision, what helps or prevents them from being active, and what an ideal local physical activity offer should look like. These insights were gathered to support recommendations for improving physical activity opportunities and services for Wirral residents.
People engaged with
We spoke with 75 residents across Birkenhead Central, Bidston & St James, and Seacombe wards. Recruitment was focused around residents utilising the local leisure centres and community venues. Participants included residents with varied activity levels, including those classed as Active, Fairly Active, and Less Active, using Sport England activity-level guidance.
Methods
Insights were gathered during October and November 2025 through face-to-face research conversations with residents across the three wards. The Qualitative Insight Team, Public Health Delivery Team, and Leisure colleagues spoke with residents in nine engagement locations, including leisure centres and community venues. Researchers used research grids as flexible discussion guides. Conversation data was thematically analysed across the three areas to generate key themes, case studies and recommendations.
Key insights
Seven key themes were generated from the analysis:
(1) Mental Health and Wellbeing
Residents strongly linked physical activity with mental wellbeing. Many described being active as a way to manage anxiety, reduce stress, improve mood and maintain a positive mindset. Physical activity was often understood as more than exercise; it was also valued for social connection, routine, confidence, and a sense of achievement.
(2) Accessibility and Affordability
Cost was a recurring barrier, particularly in relation to leisure centres and swimming. Residents wanted cheaper memberships, more affordable family pricing, and free or subsidised options for groups such as children, older adults, people receiving benefits, and people with disabilities. Availability was also important, with some residents wanting longer opening hours, including improved weekend access.
(3) Quality of Facilities
Residents valued friendly and accessible facilities, but many wanted improvements to comfort, cleanliness, reliability, and equipment. Issues raised included cold swimming pools, older gym equipment, cancelled classes, poor changing facilities, and limited opening times. For some residents, private providers felt more appealing because they were perceived to offer more modern equipment or a better overall experience. During data collection, it was announced that gym equipment would be replaced at four Wirral Council gyms, namely; West Kirby Concourse, Guinea Gap Leisure Centre, Leasowe Leisure Centre, and The Oval.
(4) Family and Child-Friendly Offers
Parents wanted more activities that could be done with children, alongside better holiday provision, safer environments, and more child-friendly facilities. Residents also identified a need for creche provision, more Special Educational Needs and Disabilities-friendly sessions, and inclusive activities for families with different needs. For some, childcare responsibilities made it difficult to access physical activity opportunities for themselves.
(5) Variety and Inclusivity
Residents wanted a broader offer beyond traditional “gym and swim” activities. Suggestions included more yoga, dance, social sport, disability-inclusive activities, and options tailored to different life stages. Some residents emphasised that physical activity should feel welcoming and relevant for everyone, including older adults, people with disabilities, people with long-term conditions, and families.
(6) Use of Outdoor and Green Spaces
Parks, beaches, promenades and open spaces were highly valued for physical activity and mental wellbeing. Residents described walking, running, cycling, and family activities as important everyday forms of movement. Some wanted safer walking and cycling routes, improved pavements, more outdoor activity infrastructure, and more organised activities in parks.
(7) Awareness and Communications
Many residents were aware of local leisure centres but less aware of wider community-based physical activity opportunities. Information was not always visible, easy to find, or held in one place. Residents wanted clearer signposting through community venues, schools, health services, and trusted local professionals, as well as better marketing of activities available across Wirral.
Quotes
“[It’s] so important for my mental health. If I don’t exercise, I feel terrible. It’s also social for me, just meeting up with friends and having a chat.”
“People knowing where to go to find activities through community venues and professionals who signpost and share details on what is happening in the communities.”
How have the insights been used/shared?
The insights were brought together in an Active Wirral qualitative insights report and executive summary for Public Health and wider council colleagues. Findings were used to generate practical recommendations for improving Wirral’s physical activity offer. The work supports evidence-informed planning and service improvement by highlighting residents’ experiences, priorities, and barriers to participation.