MIKE Bain knows just why he's the perfect man to be running Bolton Arena: He's just crazy about sport.

The Arena's new managing director is convinced that the venue has a successful future ahead of it - and that he can lead the Arena to success

He said: "I feel I am suited to this job because I have tried every type of sport and love it all."

And he wants everyone to join him in that love of sport.

He wants the centre's facilities to be available to everyone in Bolton.

Former tennis pro Mr Bain believes the secret of success is balance and he is committed to expanding business at the Middlebrook-based leisure centre.

Mr Bain, aged 40, from Knutsford, Cheshire, took over the role from Mike Barlow in February. He has a wife, Sue, and daughters, Katie, aged nine, and Emily, aged six.

He played tennis full-time between the ages of 17 and 19 and was the Cheshire National Standard Champion for his age group. He then went into coaching, before taking leisure qualifications and later a degree in leisure management at Bolton Institute.

With 20 years' experience in the leisure industry, including five years as general manager at a sports centre in South Ribble, Preston, Mr Bain decided it was time for a change and came to Bolton Arena as operations director two years ago.

He said: "I want to make the arena as wide an attraction for the people of Bolton as possible. I'm a very competitive person and am keen for the arena to be recognised as an outstanding facility and am confident we will achieve that as quickly as we can."

Now settled into his new role as managing director, Mr Bain intends to focus his energies on promoting the arena's many facilities.

He said: "Our objective is to reach out to people who can't really afford it.

"The key is to meet financial strategies, while balancing community use.

"Last financial year 650,000 people used the arena and this year our target is 800,000 - which will tie in with the new facilities which should attract more people.

"In terms of marketing we have been concentrating on the fitness area, now we want to make people aware of everything else we do, such as conferences, corporate events and children's parties.

"The number of activities and programmes we run is massive and we want to make sure people know about them.

"I want to attract both local and international events, sporting primarily, but there's no reason why that can't expand into other fields.

"The main objective is to provide sporting activities, but the arena is so vast - with seating for up to 6,000 people - we also have the potential to expand our offering. For example, we accommodated the Commonwealth Games badminton tournaments, but we have also housed boxing matches and are hosting our first comedy night later this month."

Already known for its first class tennis facilities and extensive fitness equipment, the arena is a not-for-profit organisation, operated by the Middlebrook Leisure Trust on behalf of Bolton Council.

When the Lawn Tennis Association pulled out of the arena last September, followed by the sudden departure of previous MD Mike Barlow in January, rumours spread that the arena was £80,000 in debt and sparked allegations about the £1.4 million of taxpayers' money that had been ploughed into the centre since it opened in April 2001.

Mr Bain claims the allegations were unfounded, pointing out the £335,000 loan that has recently been secured from the council to revamp the arena and pay for developments, including the new five-a-side pitches and the proposed changing rooms refurbishment.

He said: "We are on a sound financial footing, especially since the council has agreed to support us for the next five years. They wouldn't have given us backing if they felt there were problems.

"We already have established links with Rivington and Blackrod School, with kids coming out to do serious tennis training. I believe there is absolutely no reason why Bolton can't produce international tennis players of the future.

"There are a couple of extremely talented youngsters already and in five years time we could be watching them at Wimbledon or in the French Open - who knows.

"We talk about becoming the number one venue in the UK and we believe we can do it. But we are also keen to remain a day-to-day venue."