Brio defends increase in over-75s fitness membership

The council-owned leisure provider wrote to older members explaining their monthly subscription would increase from £9 to £15 from July 1.

Some members described the jump as 'disgraceful and penalising' to pensioners.

Brio have defended the increase, explaining when the over-75s membership was introduced in 2018, it followed on from a funded scheme which offered them free access to fitness centres.

The £9 rate, which was still ‘heavily subsidised’ when brought in, was designed to ensure ‘affordability for their loyal members’.

Northwich Memorial Court is operated by Brio Leisure (Image: Newsquest)

The company says with its own utility costs rising almost 160 per cent in the last year, it’s no longer possible to keep the subsidy at the current rate. It also confirmed there will be also an increase in monthly fees across all other membership categories.

A spokesman for Brio Leisure said: “Historically, anyone aged over 75 qualified for the concessionary discount in our membership scheme, which was £26.

“The Brio 75-plus membership was introduced as part of a funded project in 2015, providing free leisure access to individuals aged 75 and above.

“However, the funding for this project expired in 2018, prompting Brio Leisure to offer a heavily subsidised membership fee of £9 per month, to ensure affordability for our loyal members.

"The new price of £15 per month still remains heavily discounted compared to our new standard concessionary rate of £27.50, ensuring accessibility for our senior members.

“Brio Leisure acknowledges this adjustment may come as a disappointment to our Brio over-75 members, however, we would like to remind people our memberships still offer excellent value for money, and include full access to all of our facilities, including more than 450 weekly fitness classes, seven gyms, six swimming pools and off-peak racquet sports."

Managing director of Brio Leisure, Matthew Parker, added: "We understand the concerns raised by our community, and we appreciate their continued support and understanding.

"Our commitment to providing affordable and inclusive leisure and wellbeing services to everyone within Cheshire West remains unwavering.

"We have made every effort to strike a balance between affordability and sustaining the high-quality experiences our members and community have come to expect."