The new groupings, due to launch in the autumn, will give members a more personalised experience through new platforms and initiatives, including a renewed focus on Facebook.

Lacey, speaking at Advantage’s Vivolution conference in Cadiz on Saturday (18 May), said members would receive "tailored and targeted communications and support" through the new initiative, able to offer members "direct assistance" with any region-specific needs.

Advantage will host monthly conference calls with local business development managers, as well as relevant head office staff and suppliers, which will aim to handle specific businesses’ individual requirements by area.

“As a membership organisation, we understand the need for members to feel they are part of something special and have the opportunity to create relationships with not only the centre but other businesses in their area to discuss local issues or challenges and share knowledge with people who may be experiencing the same challenges and by working closer in those communities we can get even closer to the members and a deeper understanding at head office.

"This also gives members even more access to head office staff and suppliers.”

New communication tools will also include webinar and in-person training, based on local needs, as well as the launch of bespoke Facebook pages, which will focus on targeted Facebook Live broadcasts.

The regional communities programme will re-introduce cluster meetings and dinners, plus a new buddy system where new Advantage members will be partnered with an existing member in their region to ensure they receive "360-degree support".