OPERATOR PERSPECTIVE
EVERYONE ACTIVE
“The pandemic allowed us to stop, rethink and shape things slightly differently,” says Jacqui Tillman, Director of Aquatics & Wellbeing at Everyone Active. “Swim lessons have gone through the roof post-pandemic, with 180,000 students now coming through our centres each week. Casual swimming is also up: 1.1 million casual swims a month, compared to 850,000 pre-pandemic. “All casual swim customers now book through an app, which means we know who they are and what they’re doing: their visit frequency, what session they’re booking. Aggregated data also shows us which sessions are popular at which time of day. “This information allows us to identify user needs as well as pinch-points and helps us shape pool timetables accordingly. We have refined membership packages around specific user groups, which also allows us to communicate at an individual level. Everyone Active has always been focused on data, but this is something we’ve never been able to do before.” Group Aquatic & Activity Manager Ian Cotton adds: “We can also quantify the positive impact of swimming on membership sales, with three-quarters of lane swimmers on a membership: either a swim membership or a full fitness + swim membership.
Online booking is providing unprecedented insight into user profiles and preferences, which in turn informs the swim product, say Jacqui Tillman, Director of Aquatics & Wellbeing, and Group Aquatic & Activity Manager, Ian Cotton
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2023
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