Overview

South Cerney Outdoor, an outdoor activity centre located in the beautiful Cotswolds region of the UK, has recently achieved significant recognition for its commitment to apprenticeship training.

The centre was awarded 17th place in the prestigious Top 50 SME Apprenticeship Employers Ranking 2023 by the National Apprenticeship Service and the Department for Education, making them the top Leisure entry in the UK.

The ranking, which celebrates England's outstanding small and medium-sized apprenticeship employers, recognised South Cerney Outdoor's commitment to creating apprenticeships, the diversity of their apprentices, and their apprentices' achievement rates. This case study explores South Cerney Outdoor's partnership with Locomotivation to develop an effective apprenticeship programme.

The Apprenticeship Programme

South Cerney Outdoor partnered with Locomotivation to establish an Outdoor Activity Instructor apprenticeship, designed to develop well-rounded individuals with industry-specific skills and National Governing Body qualifications. The programme included an intensive skill development period during the winter months, followed by six months of on-the-job training with various customer groups.

The primary goal was to 'grow their own' cadre of qualified instructors, a challenge that had previously beset the seasonal water sports and outdoor adventure business. The partnership with Locomotivation offered the balance of support needed for South Cerney Outdoor to deliver practical skills training while relying on Locomotivation's expertise in theoretical industry knowledge and understanding.

Addressing Unique Challenges

Being an inland centre in a relatively remote location, South Cerney Outdoor faced difficulty attracting high-calibre staff, and on-site accommodation for staff wasn't an option. The apprenticeship programme tackled this issue by enabling South Cerney Outdoor to train individuals who not only fit the company culture but were also equipped with necessary industry skills and qualifications.

Significant Benefits and Impact

The partnership with Locomotivation led to multiple benefits for South Cerney Outdoor. They started every peak season with a core team of 4-6 well-qualified staff, whom they mentored throughout the summer to deliver a wide array of services ranging from public hire services to NGB courses and qualifications, school visits, residential groups, and corporate team-building events.

The programme also boosted the skill level and productivity of South Cerney Outdoor’s workforce, leading to a simplified staffing and rostering process. It contributed to the career development of the apprentices, equipping them with qualifications and experience that opened up worldwide opportunities in the outdoor and water sports industry.

Client Feedback and Financial Incentives

Positive reviews on TripAdvisor, social media and Google validate the success of the apprenticeship programme. Clients have specifically mentioned individual apprentices by name, praising the excellent experiences they provided.

Financially, the apprenticeship programme has allowed South Cerney Outdoor to cultivate high-standard instructors at an annualised cost comparable to that of recruiting less-qualified individuals externally. The flexibility and adaptability of the trained workforce also reduced rostering time and increased the ability to meet various needs.

Impact on Organisational Culture and Long-term Goals

The apprenticeship programme has positively influenced South Cerney Outdoor’s organisational culture, fostering a sense of pride and reflection as they witness the personal and professional growth of the apprentices.

Strategically, the programme aligns with South Cerney Outdoor’s long-term vision, alleviating concerns about staffing levels and aiding in business expansion. The established standards of the apprenticeship programme could be replicated at other centres in the future.

Feedback and Partnership Evolution

The growth in the apprentices' confidence and job satisfaction has been a rewarding result of the programme. Locomotivation has shown adaptability in their support, recognising the business's seasonal demands and tailoring their assistance accordingly.

Conclusion and Future Plans

Based on their experience, South Cerney Outdoor heartily recommends apprenticeship programmes to other businesses struggling with recruitment. The partnership with Locomotivation continues to thrive, and South Cerney Outdoor have now added Commis Chef apprentices to their staff team, evidencing the continuous evolution and success of their apprenticeship programme.

Take a look at the apprenticeship programmes Locomotivation offers here to see how they might benefit your business and team.