Initial Style Conferences has rebranded as Verve Venues as part of a new marketing strategy.
The change will see the group become a hospitality provider rather than just a functional training business in order to win new leisure deals.
Refurbishment of the company's 29 UK venues will start in six weeks and new facilities will be added to move the business away from its two-three star standard offer to four-star.
Richard Balfour Lynn, chairman of company owner Alternative Hotel Group, said: "We haven't tackled the leisure market yet and that's a huge missed opportunity."
Verve City, a city-centre non-residential training business for up to 300 delegates, was also announced.
By Tom Bill