ASK THE EXPERTS
MAKING SWIMMING SUSTAINABLE
“With many small operators facing closure, it’s important to look beyond current capacity to understand what true pool optimisation means,” says Bethan Laker, Director at The Leisure Experts. “Our findings indicate that many operators achieve only around 60-70% pool optimisation, which might increase to 75% when running a well-optimised swimming lesson programme. Encouraging greater awareness of ceiling capacity rather than current capacity is crucial. “We believe there’s a need for more innovative pool layouts that accommodate multiple user groups simultaneously. However, beyond the larger operators, there’s been minimal multi-use innovation over the past decade. In cases where multi-use facilities do exist, many operators fail to measure participation in each separate activity, leading to a lack of understanding about what works for them and their customers.” She adds: “The industry must also shift from a service provision mindset to recognise that pool operations are businesses. “Currently, the sector lacks the know-how to turn pool operations into profitable ventures. There’s no single quick-fix solution: it requires a holistic approach, addressing various aspects simultaneously including financials, physical layout and pool optimisation, workforce and qualifications, customer journeys and programming, health and safety, and a broader range of KPIs and reporting. “Our experience demonstrates that by adopting this comprehensive perspective, it’s possible to take a typical five-lane, 25m pool – previously at 65-75% optimisation – and generate an additional £1m in annual turnover. Our clients typically achieve these results within 12-18 months.”
The industry must shift from a service provision mindset to recognise that pool operations are businesses.
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2023
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