The Sunderland Gift Card can now be spent on swimming, skiing and gym sessions after five Everyone Active leisure centres joined the Sunderland Gift Card scheme. It marks the first time a major fitness operator has signed up to the city’s local currency scheme, which has already pumped more than £500,000 into the local economy since launching in 2020.
Holders can swipe their cards at the Raich Carter Centre, Sunderland Aquatic Centre, Hetton Pool and Fitness Centre, Silksworth Ski Slope and Washington Leisure Centre. Roberta Redecke, Head of Business Services at Sunderland’s BIDs, said the partnership opens a new chapter. “Everyone Active plays a really important role in the local community so we are absolutely delighted to have them involved in the Sunderland Gift Card scheme,” she added. “To be able to offer people a range of fantastic fitness experiences is new for us and we are sure that they will be really well received.”
The card launched as the North East’s first city-wide gift card and is now accepted at more than 200 businesses, spanning independent shops, national chains, restaurants, hotels, a cinema and a theatre. Sales reached the half‑million‑pound milestone in April 2026. Residents can buy a card online at www.sunderlandgiftcard.com or in person at the Museum and Winter Gardens and at Houghton and Washington libraries. A digital version that drops straight into a device wallet is also available.
Ian Bradgate, Contract Manager for Everyone Active, which runs the council‑owned venues, said the operator seized the chance to join. “We are really excited to now be part of the Sunderland Gift Card scheme and open the opportunity for people to give the gift of visiting our centres,” he said. “We know there are dozens of local companies which are already signed up and as part of the local community we wanted people to be able to spend the cards with us. It gives people of all ages the chance to use our many facilities and we can’t wait to welcome them.”
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