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Rochdale-based Link4Life has announced a change of name that will see it become ‘Your Trust’ following the reopening of key leisure facilities and cultural destinations in the region.

The Link4Life name and brand has been a mainstay of Rochdale since the charity was founded. Many of the borough’s leisure and cultural facilities are operated by the charity, including Touchstones Museum, Hollingworth Lake Adventure & Water Activity Centre, Heywood Sports Village, Littleborough Sports Centre, Rochdale Leisure Centre, Heywood Civic Centre and Middleton Arena.

The launch of the new Your Trust name comes after a period of consultation with key groups and local stakeholders from across the community. A much-anticipated digital shift for the charity is also in the pipeline, with a new website and app being created to make Your Trust’s services more accessible than ever before. 

Alongside the launch of a new five-year business plan, the organisation intends to further develop its charitable status to engage with more people, deliver greater benefits for Rochdale Borough’s community and strengthen key strategic relationships. 

Andy King, CEO at Your Trust, said: “We’re incredibly excited about the introduction of our new ‘Your Trust’ charity name, which we think will bring us even closer together with the local communities we are proud to serve.

“The name itself reflects the nature of what we do and the fact that we exist to serve the needs of our community. All of our venues and activities are created for those people living and working in the Borough of Rochdale.

“As a charity, we have also evolved in recent years and are now doing a lot of things that we didn’t do when we first set-up. Our research highlighted how we had effectively outgrown the Link4Life brand and that’s why we felt the time was right to take all of the positive and incredible things we have achieved, and refresh our name, vision and purpose to engage with even more people.”

The charity’s official company name will continue to be Rochdale Boroughwide Cultural Trust, but the Your Trust name will replace Link4Life as part of a phased rollout. The charity will also utilise sub brands such as Your Health, Your Culture and Your Community to promote the various activities and events it offers under one umbrella, making it easier for customers to navigate the range of services on offer.

“A real priority for us now will be to further develop our charitable status in line with our new five-year business plan,” added Andy.

“Everything that we earn is reinvested into helping our community live healthier and more enriched lives, but there is so much more we can do by working closely with key partners.

“With leisure and cultural centres having reopened or are soon to do so, we understand that we have an important role to play in helping people within the local community come back together.

“Our mission is to inspire healthier, happier and creative people in everything we do, and we’ll be working as hard as we can to do that and make Rochdale an even better place to live and work.”