Sport Wales Case Study

Sport Wales is the national organisation responsible for promoting, supporting, and funding sport and physical activity across Wales. As part of that mission, the Sport Wales National Centre in Sophia Gardens, Cardiff acts as a hub for national governing bodies and elite athletes, while also opening its doors to the local community through memberships, classes and facility hire.

A Gladstone customer for over 25 years, Sport Wales recently upgraded from an on-premise setup to Gladstone’s SaaS Go Platform, introducing Gladstone360 for staff and Gladstone Go for consumers. For the first time, members can join and book online in both Welsh and English, with a digital journey that matches the quality of the facilities on site.

Challenge

As a national facility serving both elite athletes and the local community, the Sport Wales National Centre needed a booking and membership system that could support complex operational demands. Until recently, every member booking - from fitness classes to racquet sports - was handled manually at reception or over the phone. This created queues, high call volumes and limited access for customers who preferred to self-serve.

The centre also wanted to modernise its digital offering, improve staff workflows and provide a bilingual Welsh and English experience that reflected its national role. When Sport Wales went out to tender, one of the essential requirements was that the chosen supplier already held Cyber Essentials Plus, ensuring the organisation could confidently move away from on-premise servers and into a secure, hosted environment.

After 25 years with Gladstone, the organisation sought not just an upgrade, but a platform and partner that could support a step-change in how customers book, join and take part.

The Solution

Sport Wales worked with Gladstone to deliver a phased upgrade to the SaaS Go Platform, shaped by user research and a tender specification that required a secure, bilingual, modern booking experience. Gladstone’s Cyber Essentials Plus accreditation, long-standing sector expertise and proven partnership approach made Gladstone the preferred supplier to support this transformation.

The project moved Sport Wales from an ageing on-premise setup to a cloud-based, scalable environment, introduced a modern interface for staff, and opened up online self-service for Members for the very first time. Working closely together, Sport Wales also became the first operator to launch the Welsh-language version of Gladstone Go.

Delivered in key phases:

Cloud Environment Migration
Moving from on-premise servers to Gladstone’s secure cloud-based infrastructure, providing stronger security, resilience and a foundation for future digital improvements.
Launch of Gladstone360
Upgrading front-of-house operations with a modern, intuitive interface, making desk transactions faster and more user-friendly for staff and customers.
Introduction of Gladstone Go
Enabling online bookings and membership sign-ups for the first time, giving Members full self-service capability and reducing reliance on phone and desk-based transactions.
Welsh-Language Customer Portal
Working in partnership to deliver a fully bilingual digital journey - an essential requirement for a government-sponsored national body and a milestone first for Gladstone.

This phased approach ensured a smooth transition for staff and customers, strengthened security across the organisation, and set Sport Wales up with a future-ready platform to drive participation and operational efficiency for years to come.

Freeing Up Reception – 50% Fewer Calls

Since launching Gladstone Go, calls to the centre have dropped by around 50%. With most customers now booking online, reception staff spend less time on routine admin and more time supporting visitors in person, creating a smoother and calmer front-of-house experience.

Majority of Bookings Now Online

Over 75% of all memberships are now made online, and close to 90% of member class and racquet sport bookings are fully self-served. Before August 2025, every booking went through reception. This shift has reduced queues and calls, modernised the customer journey, and made booking quicker and more convenient.

Faster, More Intuitive Front-of-House

Moving to Gladstone360 was a significant change for staff used to Plus2, but the interface quickly proved easier and faster to use. Desk transactions are quicker, navigation is simpler, and day-to-day tasks feel more intuitive.

Growth in Membership and Participation

Even at this early stage, Sport Wales is already seeing increases in membership and participation. Easier booking and reduced friction make it more appealing for people to join and stay active, while online self-service removes barriers created by queues or limited phone availability.

Bilingual Digital Journey and Reduced Barriers

Launching the portal in Welsh and English has made the service more inclusive and aligned with Sport Wales’ national role. As the first Gladstone customer to go live with the Welsh-language portal, they now offer a fully bilingual digital journey that removes language-related barriers to taking part.

Stronger Security and a Platform for the Future

Migrating to Gladstone’s hosted SaaS Go Platform gives Sport Wales a secure, professionally managed environment with less reliance on local servers. The cloud setup creates a flexible base for future modules and digital improvements, without the need for another major system replacement.

Sport Wales is the national organisation for sport and physical activity in Wales, funded by the Welsh Government. Its remit includes investing in community sport, supporting national governing bodies, and helping people across the country to be more active. The Sport Wales National Centre in Sophia Gardens, Cardiff, is a flagship facility, hosting elite athletes and national squads alongside local Members, schools and clubs. Members can access gym facilities, fitness classes and racquet sports such as squash, badminton and table tennis, while local organisations book space for training, competitions and events. Sport Wales has worked with Gladstone for around 25 years, most recently upgrading to the SaaS Go Platform to modernise its booking and membership services.

We’ve always felt more like a partner than just a customer. Gladstone recognise the Sport Wales National Centre as a flagship site and work with us to find solutions, not just sell us software.

Adam Bailey