Aston Villa's High Performance Centre

From Villa Park to the Training Ground: Ferco Provides Comfortable, Customized Seating for Aston Villa's New Facility

Aston Villa's £6 million High-Performance Centre opened in May 2021 at the club's Bodymoor Heath training site. The two-storey building features a state-of-the-art gym, indoor running track & sandbox, and match analysis, meeting & treatment rooms. Villa chief executive Christian Purslow and manager Dean Smith were inspired to create the elite sports science, strength & conditioning and rehab centre following a visit to the NFL's Minnesota Vikings' facilities.

Lifelong Aston Villa fan Prince William, HRH Duke of Cambridge officially opened the venue, which will be used by the men's first team the women's team and the boys and girls of the Aston Villa academy. The High-Performance Centre is the latest development by owners Nassef Sawiris and Wes Edens following the £14 million Academy completed last summer - with plans for an 'inner city academy' submitted to Birmingham council too.

Performance Sports Seating

Having previously installed the ARC VIP seat in the corporate areas at Villa Park, when the club needed seats for their new High-Performance Centre, Ferco were the company they came to. Once again, the ARC VIP sports seat was a natural choice as it combines comfort, luxury and longevity. For this project, the seats were customised with armrest panels and were upholstered in anthracite-coloured faux leather. The club's crest was also embroidered on each seat as a finishing touch. Ferco installed 41 ARC VIP seats for Aston Villa across their briefing, viewing and boot rooms.

Ferco's ARC VIP sports seat is a popular choice for executive and hospitality areas of stadiums. It is practical and designed to take up a minimal amount of space whilst still feeling luxurious for corporate guests. The ergonomic design of the seat provides maximum comfort and can be finished in a wide range of materials. The ARC VIP's tip-up mechanism is silent and powerful meaning virtually no maintenance is needed throughout the life of the seat. It is possible to customise the seat with cup holders, heating elements and power sockets for phone or laptop charging.

With detailed embroidery of logos or badges included, the ARC VIP sports seat is a popular choice with venues for good reason. Ferco Seating was thrilled to be a part of this project at Aston Villa, and the client was very happy that they now have an elite sports seat fitted which performs at the highest levels and matches the ethos of this new centre for sporting excellence.