Freedom Leisure works with Dutch university on green travel study in Stone and Stafford
Freedom Leisure is working with students from Windesheim University of Applied Sciences in the Netherlands on a research project looking at greener travel in Stone and Stafford.
The study is exploring how customers travel to leisure and cultural facilities, the reasons behind those choices, and how more sustainable and active travel options could be encouraged.
Freedom Leisure operates leisure centres in partnership with Stafford Borough Council. The project forms part of a long term partnership between Freedom Leisure and Windesheim University, with previous collaborations looking at environmental issues.
This year’s Stone and Stafford project is focused on green and active travel. Freedom Leisure says thousands of journeys are made to leisure centres each week, making travel an important part of its wider environmental work.
The 19 week research project began at the start of February 2026 and is split into three stages.
The first eight weeks were carried out in the Netherlands, with students working virtually with Freedom Leisure to plan the project and carry out desk based research.
The students then travelled to the UK at the end of March for eight weeks of data collection across leisure and cultural facilities in Stafford. The final three weeks will take place back in the Netherlands, where the team will complete its analysis and produce an advisory report.
A final presentation and report are due in early June.
Alistair Gould, area manager at Freedom Leisure, said
“We are delighted to be working with Windesheim University of Applied Sciences on this important project. Understanding how our customers travel to our facilities is a key step in helping us reduce our environmental impact and support more sustainable choices.
“This collaboration gives us valuable insight that will shape how we develop greener, more active travel options for our communities moving forward.”
Freedom Leisure said the locally focused research will also contribute to its wider sustainability strategy and future environmental improvements across its sites.
