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John Ashworth Associates is a UK consulting and business advisory firm providing services to the leisure, sports and tourism industries across the commercial, public and voluntary sectors. Our main areas of business comprise:

  • Project concept and viability studies;  New investment appraisals; Business planning; Site development options appraisals; Economic impact assessments; Sports, recreation and tourism strategic planning;  Market demand analysis; Procurement  strategy and implementation including soft market testing; Providing expert witness evidence for planning applications; Due diligence investigations and future trading prospects for buyers of businesses.

We analyse and understand leisure and tourism markets; we track and understand the characteristics of the businesses and not for profit organisations serving those markets; and with this base of intelligence, we are in a strong position to advise on the best way to succeed (and how not to fail) – for a new project or a business or product diversification or expansion.

Our areas of business are more fully described throughout this web site and you can find out more about the Pilates business in which we have an interest on We are also members of the Golf Consultants Association – see

John Ashworth formed the business in 1994. For seven years to 1994, he was a director of Pannell Kerr Forster Associates, the hotel and leisure consultancy arm of a leading firm of chartered accountants. Qualified initially as a solicitor, his early career was spent in local government, from where he moved to Coopers & Lybrand as a management consultant via an MBA degree at Cranfield Business School. For the past 18 years, he has practised as a consultant on his own account.

John Ashworth Associates operates through a network of independent consultants and professional firms. Our clients specific needs determine the skills we assemble to tackle each assignment. Our associates can offer direct management experience in the leisure and tourism industries, and professional skills in finance, business strategy and planning, marketing and market analysis and sourcing of funds. John Ashworth Associates provides the umbrella of consultancy experience and expertise needed to direct the firm’s work on each assignment into delivering practical and sustainable solutions to our clients.


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