OPERATOR PERSPECTIVE
“We review the pool programme at every site on a monthly basis now, too, rather than annually. We look at usage, demographics and so on to determine what needs adjusting, and we can make those changes quickly and locally. That includes comparing data across sites to understand what the differences are, analysing why something might be working in one site and not another, and transferring best practice where appropriate.” “The data gives us the confidence to try things, knowing we can measure the impact, quickly understand if it’s working and make changes if not,” adds Tillman. Catering for a community “Learn-to-swim numbers are higher than ever, and we have more teachers now than pre-pandemic,” continues Tillman. “However, many are working fewer hours for a better work-life balance. Staffing isn’t a crisis for us, but we certainly need more.” Meanwhile, technology is playing a growing role at Everyone Active, says Cotton: “Half of swim students are now signed up online, with our system allowing parents
to understand which level their child should join. They then enter a continuous programme where they simply move up to the next level when their teacher determines they’re ready. That can also be organised online, with 25% of customers using this facility to switch day or time slot or move their child up a level. We have Aqua Passport in place, too, which the teachers use to track each student’s progress. Parents can then easily monitor their child’s progress on their phone.” Everyone Active is nevertheless working hard to ensure this huge demand for lessons doesn’t compromise the casual swim experience. “You have to be smart with the water you’ve got,” says Tillman. “There’s a finite amount and you need to carve it up in a way that caters for the whole community. “We create sharp, efficient pool timetables to ensure casual swim isn’t side-lined for lessons. As part of that, wherever we can, we avoid crossover of pool timetables within a geographical area, ensuring casual swim is always available somewhere locally. We put on the sessions that the data shows will meet community needs.”
The data gives us the confidence to try things, knowing we can measure the impact and quickly understand if it’s working.
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2023
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