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Martin Horne

Partnership  & Business Development Manager


  • A vastly experienced and successful manager with a wealth of experience and success in the leisure industry.
  • Practical experience of operating a business with significant turnover of almost £7 million and directly responsibility for over £3 million. Group management responsibility for Business Development, Sales & Marketing, New Build Development and Projects, New Business Acquisition, Performance Management, Facility Management, Client Management and PR functions.
  • Proven record of success in Business, Product and Service Development as well as ongoing Sales success and an excellent flair for new opportunities and ideas.
  • Have raised in excess of £1m in grants locally and nationally in the last two years.
  • Experience of product and facility development including work on projects from £500,000 to £30m.
  • Direct management responsibility and budgetary control for partnership with Allerdale Borough Council comprising four facilities and the supervision and direct management of three senior managers and 150 full and part time staff.
  • An organised, self motivated and pro-active manager committed to high standards and quality who recognises the importance of the customer to successful business.
  • Record of managing change both from a corporate and local team point of view.
  • Experience of working on and with CEO's and main company boards.


Sep 1984Jun 1987

BA (Hons) Business & Marketing

Leeds Metropolitan University Business School

Four year degree including work placements with Rowntree Mackintosh Ltd (Sales) and McEwan Younger Ltd (New Business Development).

Work experience

Feb 2015Present

Partnership & Business Development Manager


Corporate responsibility for new business and development, board and client liaison/reporting and corporate marketing. Individual responsibility for operation and management of award winning Allerdale Leisure Partnership including 4 large facilities and over 150 staff (Full & Part Time). Business and partnership development across newly formed GLL North Division - currently on project management team for York Community Stadium Project and new Workington Leisure Centre

Nov 2003Jan 2015

Partnership & Business Development Manager

Carlisle Leisure Limited

As above - Carlisle Leisure Limited merged with GLL in February 2015.

Jan 1999Nov 2003

General Manager - Sands Centre, Carlisle & Group Business Development Manager

The Sands Centre

General management of the Sands Centre, Cumbria’s largest Arts, Events, Sports and Leisure Centre including 50 full and 150 part time staff, comprehensive recreation and 3,000 member health & fitness programmes, arts and events programme including sales, marketing and ticketing for over 100 events per annum. Additional responsibility for group marketing, business development and quality. Work on large scale events including City Fireshow, Cumbrian Run, Race for Life and other Outdoor Concerts and Events.

Nov 1991Dec 1998

Group Marketing Manager

Carlisle Leisure Limited

Marketing and Promotion for Sands Centre, Carlisle Pools, Stony Holme & Swifts golf courses, City athletics and tennis facilities and special events programme.

Reporting on performance to Client, Managing Director and Management Team.

Jul 1989Nov 1991

Regional Sales Manager

Revlon Corporation
Sep 1987Jun 1989

Advertising Sales Manager

Cumbrian Newspapers


  • Key part  of project development and management team for £11m new Workington Leisure Centre (opens Spring 2016) New Workington Leisure Centre
  • Currently working on £31m York Community Stadium project and 8,500 seater stadium for York City FC and York City Knights with associated retail, cinema, leisure and community facilities. York Community Stadium
  • Opened UK's second Clip n Climb in Maryport Cumbria - a state of the art climbing facility in a £4m building. £0.5m raised from grants therefore no capital cost to develop - turnover exceeded £250k year one with over 70,000 visitors and 32,000 climbers. This business was built by working with and developing a strong brand with virtually all publicity via web and social media Clip n Climb Maryport
  • Successful tenders for 15-year leisure management contracts for Carlisle City Council (2003) and Allerdale Borough Council (2004) - £7m turnover per annum.
  • Awarded best external partner by Allerdale Borough Council for partnership with Allerdale.
  • Managed and funded £5m of improvements to facilities including new facility development, refurbishment including new reception facilities, gyms and changing facilities.
  • All sites registered for Quest UK quality standard for leisure facilities inside 2 years.
  • Devised and launched successful Membership and Priority User Schemes in both Carlisle and Allerdale – 30,000 existing members of both schemes.
  • Growth of Allerdale membership base from 600 members in 2004 to around 3,500 current with a monthly yield of circa £80k
  • Usage of Leisure facilities grown by over one third since 2004 - 650,000 customers per annum.
  • Development of data capture for e-marketing and sales across CLL - 50,000 unique and verified e-mail addresses
  • Substantial cost savings across partnership since 2004


Capital Project Development:

Involved in multimillion capital projects to develop and improve facilities in North Region including design, financing and procurement processes.

Facility Management:

Responsible for successful direct management of leisure facilities for
clients with turnover in the region of £3m including around 150 full time
managers and staff. Responsibility for all income an cost decisions and complete budgetary control.

Client Liaison:

Responsible for relationship management of CLL’s two main clients including business reporting, partnership arrangements and long and short term product and facility development. Work at CEO, Leader and SMT levels with both authorities.

Sales & Marketing:

Responsibility for group Sales and Marketing management including Marketing Manager, with Marketing spend in excess of £0.5m p.a. Experience of direct sales, social media, CRM, PR, marketing, advertising sales and design and merchandising.

Company Board & Governance:

Able to report on company performance at board meetings and have acted for MD in his absence. Played an active part in our company board as Vice Chairman of ‘not for profit’ trust and as an active staff board member for 4 years.

Business Development

Part of team which formed CLL, a ‘not for profit’ organisation formed to operate sports and leisure facilities in North Cumbria. Successfully bid for and now operating facilities for Carlisle and Allerdale local authorities. Direct responsibility for preparing and writing the bids and presentation of these to clients and potential clients.

Product Development:

Developed Ultimate Card membership concept and Priority Leisure schemes with over 30,000 current scheme members.

Event Management:

Have managed and supported major events including large one off
concerts for CLL and Carlisle City Council and have knowledge box office and ticketing management and dealing with promoters and venue hirers.

Corporate Branding:

Devised and implemented corporate re-brand for CLL and Allerdale Leisure including logo design and launch of new organisation's print, signage and advertising. Launched and help develop CLL website. Took Clip n Climb from concept to successful operation including brand, web and social media development as well as supporting print, signage and brand awareness.

Media and Public Relations:

Have dealt extensively with local press and have good relationships. Experience of writing clear copy for statements, letters and press releases.

Grants and Sponsorship:

Have raised in excess of £1m in the last two years for project funding. Have negotiated sponsorship for a variety of large and small events and from large corporate clients to small support type advertising.

Advertising and Print Production:

Experience on both production and client side and have worked for local companies in both production and sales. Also responsible for CLL advertising and print output. Including overseeing of advert copywriting and design and corporate publications and print. Production of corporate print including business plan, annual reports, staff and customer newsletters.

Finance & Budgeting:

Report to the board on company performance and income and usage. Construction and control of Allerdale and core CLL budgets including P&L and monthly income and expenditure reporting.

IT & Computing:

Skilled in Microsoft Office and work extensively with Word, Excel and PowerPoint to produce bespoke systems for our business. DTP skills including PageMaker and basic PhotoShop skills. Have developed membership and season tickets systems for our business including electronic admissions and membership reporting systems.


Andy King, Regional Director (North), GLL, 2nd Floor, Civic Centre, Carlisle, Cumbria, CA3 8QG.

Fred Story, Owner, Story Group, Burgh Road Industrial Estate, Carlisle, Cumbria, CA2 7NA.

NB: Please contact references only in the event of an employment offer at this time.