The Challenge We Face – And the Frustration That Drove Change
The leisure industry is at a crossroads, and frankly, I’m angry about it. Not angry at the dedicated professionals working tirelessly to serve their communities – angry at a system that hoards knowledge behind paywalls and conference fees when our industry desperately needs to raise its collective standards.
After 30 years in this sector, I’ve watched brilliant operators struggle with the fundamentals not because they lack capability, but because the knowledge exists in silos. I’ve seen the same mistakes repeated across hundreds of facilities simply because best practice isn’t shared – it’s sold. When professionals are reinventing the wheel instead of learning from our collective wisdom, something is fundamentally broken.
But here’s what really gets me fired up: I’ve spent three decades developing comprehensive frameworks, detailed procedures, and battle-tested methodologies that genuinely work. When I approached industry organisations to share this knowledge freely – to give it away for the betterment of our sector – they had the audacity to ask me to pay them for the privilege. They wanted to charge me to help improve our industry. That’s not just backwards thinking; it’s everything that’s wrong with how we approach professional development in leisure.
A Vision Born from Passion and Principle
After 30 years working across the leisure sector, supporting over 100 council trusts and universities throughout the UK, I refuse to accept that excellence should be exclusive. I’ve been privileged to witness what outstanding operations look like – from winning recognition such as the UKActive Flame Awards during my time with LA Fitness to developing comprehensive operational frameworks that transform organisational culture.
But privilege comes with responsibility. The insights I’ve gained, the frameworks I’ve refined, and the hard-won knowledge accumulated over three decades shouldn’t be locked away or sold to the highest bidder. It should be shared freely with every professional who’s committed to raising standards in our industry.
That burning conviction led to the creation of OpsExcellence – not just another industry initiative, but a rebellion against the commoditisation of knowledge that should be freely shared amongst professionals who care.
What Makes OpsExcellence Different – A Complete Philosophy Change
Comprehensive Coverage – The Full Picture
The OpsExcellence framework doesn’t just scratch the surface – it encompasses over 1,850 specific considerations across every conceivable aspect of leisure operations. This isn’t generic guidance; it’s granular, practical, and immediately implementable:
Risk Management & Health & Safety
- Over 400 hazard-specific risk assessments covering every area from pool operations to gym equipment
- Incident investigation protocols and near-miss reporting systems
- Emergency evacuation procedures tailored to different facility types
- Fire safety management documents
- Water safety protocols
- Equipment maintenance schedules and safety inspection checklists
Operational Excellence
- Detailed opening procedures for every facility type (pools, gyms, sports halls, outdoor facilities)
- Comprehensive closing checklists ensuring nothing is missed
- Shift handover protocols that maintain operational continuity
- Cash handling and till procedures with built-in fraud prevention
- Cleaning schedules and hygiene standards that exceed expectations
- Equipment setup and breakdown procedures for maximum efficiency
Training & Development Programmes
- Pool operation certification pathways from assistant to manager level
- Fitness instructor development beyond basic qualifications
- Customer service excellence training with measurable outcomes
- Leadership development programmes for supervisors and managers
- Mental health first aid integration across all roles
- Sales training that focuses on member benefit rather than targets
- Technical training for pool plant operations and water chemistry
Leadership Development & Culture Building
- Strategic planning frameworks that actually work in practice
- Performance management systems that develop rather than punish
- Team motivation strategies proven in leisure environments
- Conflict resolution techniques for diverse teams
- Change management protocols for organisational transitions
- Budget management and financial planning for non-finance managers
- Partnership development strategies, particularly with NHS and local authorities
- Board reporting and governance frameworks
Marketing & Member Retention Excellence
- Evidence-based member retention strategies with proven ROI
- Community engagement programmes that build lasting relationships
- Digital marketing approaches tailored to leisure audiences
- Corporate partnership development and management
- Event planning and execution for maximum impact
- Social media strategies that build genuine community
- Data analytics for informed decision-making
Industry-Leading Expertise – Legends Giving Back
What sets OpsExcellence apart isn’t just comprehensive content – it’s the calibre of professionals who’ve committed their time and expertise to this initiative. These aren’t consultants looking for their next contract; they’re industry legends giving back:
- Gill Twell – Health & Safety Excellence
- Dave Candler – Swimming Operations
- Mark Tweedie – Strategic Leadership
- Malcolm McPhail – Operational Leadership
- Stuart Broster – Leadership Development
- Danny Melling – Industry Networking
- Mark Harrison – Fitness Excellence
- Ruth Lynch – Member Retention
- Helen Jagger – Wellbeing Programmes
- Lynne Briggs – Mental Health Support
- Stuart Stokes – GP Referral Schemes
- Simon Parish – Sales Excellence
- Andy King – NHS Partnership Development
- Dawn Anne McAneny – Data Analytics
- Daniel Ekema – Pool Plant Operations
These professionals represent decades of combined experience and have agreed to run masterclasses completely free of charge. No sponsors pushing products, no sales pitches for services, no hidden agendas – just passionate professionals sharing their expertise because they believe our industry deserves better. I have secured the Chief Digital Officer from Gym Shark, who is willing to do a digital masterclass, wow.
The Collective Wisdom Approach – Breaking Down the Silos
This isn’t about one person’s view of excellence – it’s about harnessing the collective wisdom of our industry’s finest minds. When professionals like Tara Dillon, Mark Tweedie, Andy King, and Stuart Broster – true legends who’ve shaped our sector – tell you that this initiative isn’t just needed but essential, you know we’re addressing a fundamental gap in our industry.
Every framework, every procedure, and every piece of guidance has been tested in real-world conditions and refined through practical application. This isn’t theoretical knowledge – it’s proven practice that delivers measurable results.
Real Impact, Real Results – The Movement Grows
With over 40 organisations already committed to this initiative, the momentum is building rapidly. But this is just the beginning. We’re not just sharing resources; we’re creating a movement that will:
- Standardise Excellence: Establishing what good actually looks like across our industry
- Democratise Expertise: Making world-class guidance available to every operator, regardless of budget (must be willing to share)
- Foster Innovation: Creating a platform where the best ideas can be shared and refined
- Build Community: Connecting professionals who share our commitment to excellence
- Challenge Complacency: Raising expectations of what constitutes acceptable practice
My Personal Frustration – And Your Opportunity
Here’s what really drives my passion for this initiative: I’ve tried to give away valuable intellectual property – frameworks that have taken decades to develop and refine – and industry organisations have had the nerve to charge me for the privilege. They’ve turned knowledge sharing into a revenue stream when it should be a professional responsibility.
That’s not just wrong; it’s symptomatic of an industry that’s lost sight of its collaborative roots. We’re supposed to be in this together – united by a shared commitment to providing excellent facilities and services to our communities. Instead, we’ve created artificial barriers that prevent the sharing of knowledge that could genuinely transform operations.
OpsExcellence exists because I refuse to accept that status quo. This is my rebellion against the commoditisation of knowledge, and it’s completely free because that’s how it should be.
Your Invitation to Join the Revolution
The leisure industry has given me an incredible career, and now it’s time to give back – not through paid consultancy or expensive training programs, but through free, unrestricted access to the knowledge and frameworks that can transform operations.
Whether you’re managing a single facility or overseeing multiple sites, whether you’re a seasoned professional or new to the sector, OpsExcellence offers resources that can genuinely transform your operations. More importantly, you can contribute your own insights and help refine what we’re building together.
Join Our Next Webinar – No Catches, No Costs
Date: 30th July 2025
Time: 1:00 PM
Cost: Completely Free (as is joining the OpsExcellence group; all you have to do is share, and you are in)
This isn’t a sales pitch disguised as education. There are no products to buy, no services to upgrade to, and no sponsors pushing their latest solutions. It’s simply professionals sharing knowledge with other professionals because that’s what should happen in a mature, collaborative industry.
A Personal Commitment – With Passion and Purpose
I’m Craig Campbell, and I’ve dedicated the last 30 years to understanding what makes leisure operations truly excellent. OpsExcellence represents more than just a resource-sharing initiative – it’s my personal commitment to ensuring that the knowledge, frameworks, and insights I’ve developed become freely available to anyone committed to excellence.
The Future We Can Build Together
Imagine an industry where every operator has access to world-class procedures, where best practices are shared openly, and where continuous improvement is the norm rather than the exception. Imagine a sector where your success doesn’t depend on your training budget but on your commitment to excellence.
That’s not just wishful thinking – it’s the future OpsExcellence is working towards. But it only works if passionate professionals like you join us and contribute your own expertise to the collective.
Take the Next Step – Join the Movement
Ready to be part of something that could genuinely transform our industry? Book your place at our next webinar on 30th July at 1:00 PM. Come and see what OpsExcellence can offer your organisation, and more importantly, how your experience and insights can help make it even better.
This isn’t about what you can get from us – it’s about what we can build together when knowledge is shared freely and expertise is valued over profit margins.
Together, we can raise the bar for everyone. And it won’t cost you a penny – because that’s exactly how it should be.
