Luxury Leisure has applied to Cheltenham Borough Council to approve a 24-hour licence for its Admiral venue in the town centre, following a positive six months of trading.

The site was first opened in December 2024, after successfully appealing against the authority’s original decision not to grant planning permission.

“The premises has been successfully trading since 2 December 2024,” states the new submission. “The site managers have a good relationship with local police and doors are locked at 9pm with customers individually allowed in after camera review.”

“We now submit a S73 application to allow 24hr use seven days per week… the precedent for late night operation is well established.”

Though other businesses such as the two Be Lucky AGCs on the High Street and an Everlast Gym already have permission to open 24-hours, Luxury Leisure may face opposition, after its initial planning application in 2024 was refused by the council when it received 85 objections.

Perhaps anticipating the potential for the application to prove contentious, Luxury Leisure added the company “has never had a licence reviewed or revoked, and is a socially responsible national multiple operator with an excellent covenant.”

“Luxury Leisure AGCs generally appeal to a wide demographic of customers, and this is something that is regularly recorded and monitored by the company.”