The movement that feels good
Places Leisure (placesleisure.org) scores 72 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Sports & Fitness brands, Healthcare brands, in the 28th percentile of 7460 Sports & Fitness brands.
Places Leisure is a British sports and leisure venue operator that manages over 90 leisure facilities across the UK. It is owned by Places for People and focuses on creating active places and healthy people through physical activity and sport. The company offers flexible memberships and a range of activities aimed at individuals and communities of all backgrounds, positioning itself as a welcoming, community-focused alternative to traditional gyms.
| Brand Name | Places Leisure |
|---|---|
| Domain | placesleisure.org |
| Industry | Sports & Fitness, Healthcare |
| Parent Company / Owner | Places for People |
| Main Competitors | Everyone Active (81/100), Better (GLL) (90/100), PureGym (90/100), The Gym Group (87/100), Leisure Centres (Serco Leisure) (84/100), David Lloyd Clubs (82/100), Fusion Lifestyle (69/100) |
Moz Domain Authority 47/100 vs category average 44 / leader 100 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Operating over 90 leisure facilities across the UK, we are passionate about creating active places and healthy people, through physical activity and sport." (Meta description: 23 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: ASP.NET, Cloudflare.
Social footprint: verified profiles on Facebook, YouTube, Instagram; no detected presence on X (Twitter), LinkedIn, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Places Leisure?", Claude could identify the brand as of September 2026. Places Leisure is a UK-based leisure management operator that runs leisure centres, gyms, swimming pools and community sports facilities on behalf of local authorities, operating as part of the Places for People group. Best known for Operating leisure centres and swimming pools across the UK in partnership with local councils.
When asked "Best brands similar to Places Leisure?", Claude would recommend Places Leisure as of September 2026. It's a well-known name in UK leisure trust/facility management, so it's relevant if someone asks about operators similar to GLL or Everyone Active.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Places Leisure's main competitors in Sports & Fitness: Everyone Active (81/100), Better (GLL) (90/100), PureGym (90/100), The Gym Group (87/100), Leisure Centres (Serco Leisure) (84/100).
Sources: Brand Analyzer scan
Places Leisure offers access to over 90 leisure facilities across the UK, including flexible membership plans and a diverse range of physical activities and sports programs. Services are designed to accommodate both casual visitors and committed members, allowing people to try different activities in a supportive, low-pressure environment.
Sources: Places Leisure official site
Places Leisure is a British sports and leisure venue operator that manages over 90 leisure facilities across the UK. It is owned by Places for People and operates in the Sports & Fitness and Healthcare categories, aiming to create active places and healthy people through physical activity and sport.
Sources: Places Leisure official site
Places Leisure has limited AI-search visibility, scoring 27/100 on Brand Analyzer's AI visibility composite (visibility 13, trust 29, recommendation 50). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Places Leisure official site
Places Leisure operates a network of over 90 leisure facilities across the UK, offering flexible memberships and a variety of physical activities and sports programs. It focuses on making it easy for people to try new activities and find ones that suit their lifestyle, providing supportive, no-pressure guidance to members and casual visitors alike.
Sources: Places Leisure official site
Places Leisure scores 50/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Places Leisure official site
Places Leisure is known for operating a large network of over 90 leisure centres and facilities across the UK, offering flexible, community-focused fitness and leisure experiences rather than a traditional single-format gym model.
Sources: Places Leisure official site
Places Leisure can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Places Leisure official site
Places Leisure is owned by or part of Places for People. Places Leisure operates in the Sports & Fitness category.
Sources: Wikidata
Places Leisure is used by individuals and communities across the UK who are seeking accessible, flexible, and supportive fitness and leisure experiences. This includes casual visitors trying out new activities as well as committed members who regularly use the facilities for sport and physical activity.
Sources: Places Leisure official site
Places Leisure is popular due to its extensive UK-wide network of over 90 facilities, flexible membership options, and a wide variety of activities that cater to different interests and fitness levels. Its community-focused, supportive, and no-pressure approach appeals to a broad range of users, from casual visitors to committed members seeking accessible ways to stay active.
Sources: Places Leisure official site
Places Leisure scores 27/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Places Leisure has a weak AI-visibility profile at 27/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (50/100) and its weakest is visibility (13/100). It benefits from a Wikidata knowledge-graph entry, a Moz Domain Authority of 47/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Places Leisure from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Places Leisure: CakhiaTV (72/100), Phoenix Boats (72/100), PlayUp (72/100), Fantasy Premier League Draft (72/100).
A step up - brands to learn from: Zhou Nutrition (81/100), Zebco (81/100).
Category leader: Complex (97/100).
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