LeisureLabs Launches Sister Company Connect

LeisureLabs has today announced the launch of Connect, a new sister company created to address one of the fitness, leisure and wellness industry’s most persistent challenges: fragmented digital systems that are costly to build, difficult to integrate and slow to evolve.

Headquartered in the UK and launching globally, Connect has been established as a legally separate and operationally independent business, strategically aligned with LeisureLabs. Its focus is the development and delivery of enterprise-grade digital products designed to work across complex, multi-vendor environments, reducing duplication, improving interoperability and accelerating delivery at scale.

Unlike traditional one-off builds or standalone platforms, Connect has been created around a shared delivery model that allows learning from each deployment to inform the next, helping operators avoid repeatedly solving the same problems in isolation.

The company will be led by Danny Woods, appointed CEO with immediate effect. Woods joins Alex Peacock and Charles Njoku to establish Connect, bringing together a leadership team with deep, shared experience building enterprise technology for the fitness and leisure sector.

Danny Woods, CEO of Connect, said:

“The fitness, leisure and wellness industry has spent years working around fragmented systems and one-off solutions. Operators are under pressure to move faster, personalise experiences and adopt new technologies like AI, but the way digital systems are built hasn’t kept pace.

Connect has been created to change that. We’re focused on delivering enterprise products that can be deployed, integrated and evolved without forcing operators to rebuild from scratch each time. This is about improving how technology is delivered across the industry, not adding to the noise.”

Connect launches with a growing portfolio of enterprise-ready products, including LeisureWise, an AI-powered recommendations platform developed by LeisureLabs to support more personalised, data-driven member experiences.

LeisureWise was developed in partnership with South Downs Leisure and Abbeycroft Leisure and is already live with both operators. Early pilots have demonstrated strong engagement and booking intent, with more than 85% of members who explored AI-driven recommendations clicking through to book, and end-to-end conversion rates of up to 33% from recommendation to booking.

Charles Njoku and Alex Peacock, co-founders of LeisureLabs, said:

“Connect was created as a direct response to what we’ve repeatedly seen in the market — operators solving the same problems independently, rebuilding similar capabilities and carrying increasing complexity as a result.

By forming Connect as a dedicated company, we can focus on building and scaling enterprise products that benefit from shared learning, real-world use and ongoing investment, while continuing to work alongside the wider ecosystem.”

While Connect will operate independently, its creation reflects LeisureLabs’ long-standing approach of avoiding redundant builds and productising solutions where clear gaps exist in the market. The launch comes at a time when operators across fitness, leisure and wellness are increasingly looking to AI-enabled, interoperable systems to support growth with greater confidence and clarity.

Connect has been created to support that shift, enabling operators to scale digital capability without increasing long-term technical risk.