The State of the UK Swimming Industry Report 2024, unveiled by market intelligence expert Leisure DB and – for the first time ever – made available to everyone free of charge.
State of the UK Swimming Industry Report 2024
CONTENTS
STATE OF THE UK SWIMMING INDUSTRY REPORT 2024
WELCOME TO LEISURE DB’S STATE OF THE UK SWIMMING INDUSTRY REPORT 2024
INTRODUCTION FOREWORDS
PRIVATE SECTOR DEFINITIONS
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INDUSTRY VIEWS
OVERVIEW
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POOL FACILITIES
TOTAL MARKET OVERVIEW & TRENDS
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OPENINGS & CLOSURES
Leisure DB is the leading independent data specialist in the UK leisure sector, providing robust market intelligence and analysis across the full scope of an increasingly diverse industry. For over 30 years, our reports have provided UK operators, suppliers, investors, consultants and government bodies with invaluable analysis of sector performance and trends. The data and insight we provide enables businesses across the sector to make strategic decisions with precision and confidence – suppliers and operators, independents and multi-site operations, public and private, direct and through leisure consultancies.
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POOL LOCATIONS
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UK POOL LOCATIONS
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TOP 30 POOL OPERATORS
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OPENINGS & CLOSURES
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TOP 10 POOL OPERATORS
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POOL STOCK
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INDEPENDENTS & MULTI-CLUB OPERATORS
PUBLIC SECTOR DEFINITIONS
LEISURE DB REPORT METHODOLOGY
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OVERVIEW
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REPORT PARTNERS
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OPENINGS & CLOSURES
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OUR EXPERT TEAM
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POOL LOCATIONS
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WORK WITH US
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FEES & PRICING
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MANAGEMENT MODELS
We believe deeply in the importance of our sector. We’re here to help grow it.
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POOL FACILITIES
Find out how we can help your business achieve its potential – see page 125.
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TOP 10 POOL OPERATORS
We are for the industry, by the industry.
INSIGHT & ANALYSIS
Woven throughout this year’s report are operator and thought leader interviews, as well as best practice advice. Our thanks go to everyone for their time and willingness to share their expertise and experiences.
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ANDY SALMON – SWIM ENGLAND
REDUCING THE ENERGY BURDEN – SPACE & PLACE, OS GEN, AIRIUS, LEISURE ENERGY
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DAVE CANDLER – STA
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ADAM WATSON – NUFFIELD HEALTH
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ANDREW CLARK – GLL
SEB BARRE – THE LABORATORY SPA & HEALTH CLUB
JACQUI TILLMAN & IAN COTTON – EVERYONE ACTIVE
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SOPHIE LAWLER – TOTAL FITNESS
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MARK HASLAM – PLACES LEISURE
BEST PRACTICE POOL OPERATION – KEITH MAINSTONE
THE OTHER 85 PER CENT – BEN WILKINS, GOOD BOOST
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© Leisure DB. All rights reserved unless otherwise agreed in advance by Leisure DB. No part of this report may be sold. If any data or information from the report is shared or referenced, Leisure DB must be attributed and the State of the UK Swimming Industry Report 2024 quoted as the source.
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STATE OF THE UK FITNESS INDUSTRY REPORT 2023
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We provide the data that lets you make decisions with confidence Important business decisions should never be based on guesswork. For the UK’s fitness, swimming and leisure industry, Leisure DB is the trusted, independent provider of clarity. However large or small your business, and whatever your sector, we unlock the power of data to help you make better decisions, better investments, better strategies for success.
CUSTOMER PROFILING Who does your facility most appeal to, where can you find more of these individuals locally – and how many more – and what can you say to interest them?
SITE ANALYSIS Have you found the perfect site for your new facility – will you get enough members and should you proceed? Have you really hit maximum membership at your existing site?
MARKET DATA What’s happening in your market right now? Where are the opportunities for your brand? What are the trends and the success stories? How do you grow?
● Imagine pinpointing the precise, perfect location for your next facility.
● Imagine having a directory of businesses most likely to purchase from you.
● Imagine really knowing your target audiences and exactly where they are.
INDUSTRY REPORTS How big is your sector, what is it worth, how are key players performing, what are the market trends – and what do the experts think?
Leisure DB’s unparalleled market intelligence unlocks all of this – and more.
We can answer all these questions, and many more. Let us help you make strategic decisions with confidence.
leisuredb.com
FOUNDER FOREWORD
FOREWORD
REPOSITIONING OUR POOLS
EMBRACING OUR PURPOSE
Firstly, it gives me great pleasure to welcome our new partnership manager, Dan Harrison, whose foreword follows on page 7. Dan has a wealth of experience in aquatics, as you will discover. At Leisure DB, we have a vision of a strong aquatics industry that’s powered by the democratisation of data and a constantly expanded knowledge base. It’s why, hot on the heels of our State of the UK Fitness Industry Report 2024, we’ve also made this State of the UK Swimming Industry Report 2024 free to read. The quote that’s attributed to J F Kennedy – “a rising tide lifts all boats” – is particularly apt in regards to a swimming report where the idea is to share data that can help grow and put this vital sector back on a strong footing. Personnel shortages remain a key issue this year, not only in terms of swim teachers but also lifeguards, according to CIMSPA’s Workforce Insight Report . Initiatives such as the RLSS’s National Pool Lifeguarding Qualification, now approved for UCAS Tarif Points, are therefore welcomed. This will enhance the appeal to students, who are seen as a viable solution to the shortages – especially since 66 per cent of lifeguards surveyed were in either full- or part-time education. We must also challenge ourselves to review how we position our pools. Local authorities are focused on appropriate provision for their communities and swimming and water-based sports are both clear contributors to health and wellbeing. Going forward, we must find ways to (re)position what we offer so pools cease to be viewed as a drain on the budget, instead being prized for the value they bring to communities. A number of key players are already addressing this critical task. “We take seriously our wider responsibility of keeping local communities healthy, so this is our direction in terms of product and positioning,” says Places Leisure’s Mark Haslam on page 62, while on page 44, Andrew Clark says: “GLL is now positioning its pools around health and water safety. ‘Leisure’ feels like a choice. ‘Health’ feels essential.” “I’m really excited by the role swimming can play in the health of the nation and keen to accelerate this work,” adds Swim England’s Andy Salmon on page 26. “I’m focused on making a strong case to government to keep existing pools open and replace ageing stock.” Our thanks go to all the expert commentators who have contributed to this report – and of course to our partners who have made it possible to share it for free. Read all our latest reports, for free, at leisuredb.com/publications
With over two decades’ experience in this wonderful industry – starting as a lifeguard, then swim teacher, on to RLSS trainer assessor and operations/sales management roles – I have learnt to understand something very clearly. Continual evolution, adapting through experience and innovation, is key to success. That might seem hard to achieve within a simple body of water, but the alternative is stark. Over the last 10 years of reporting on the swimming pool sector, Leisure DB has recorded 500 facilities with pools close and only 239 open that are accessible to the public. There have been many factors at play, so I will not over-simplify, but all too often I see too little change in the way things are done. Meanwhile, in 2023, there were 236 water-related fatalities in the UK: 157 in England, 47 in Scotland, 28 in Wales and four in Northern Ireland. Males continue to over-represent, accounting for 83 per cent of accidental fatalities. The vast majority of these drownings happen in other bodies of water beyond our facilities – the result of a lack of education, lack of safety advice, lack of supervision and the individual’s inability to cope with the situation they are in. Yet the solution lies in our pools. Over and above the physical and mental health benefits of swimming, our pools have a purpose and a value. Our learn-to- swim programmes teach a life-saving skill. Our lifeguards make our pools a safe environment in which to further these skills. But we will only help save lives if our pools remain open, providing more opportunities for individuals to learn to swim. And so we must innovate to optimise our operations, revenues and relevance to the public. Technology is already a driving force in this respect, enabling centres to achieve ‘greener’ operations while saving money; improve learners’ understanding through visual and audio cues; create safer pool environments thanks to AI-powered drowning alert systems. The solutions are there – from our partners and beyond – to address the diverse needs and challenges of operating an aquatic facility. Of course, energy cost-saving remains a key focus, in tandem with reducing carbon emissions as we work towards net zero. Air source heat pumps, data centre heat exchangers, solar and wind power for our electric… continued innovation will not only reduce the carbon footprint of our clubs and centres, but also help insulate our industry from future energy cost rises. We must hope the new government also seizes this opportunity, allocating further resources and encouraging new partnerships to tackle this ongoing societal challenge. Through our data and our partnerships, Leisure DB will certainly continue its support for the sector, shining a spotlight on new opportunities and freely sharing our research to drive informed decisions.
We must find ways to (re)position what we offer, so pools are prized for the value they bring to communities.
Over and above their health benefits, our pools have a purpose and a value. Our learn-to-swim programmes teach a life-saving skill.
DAVID MINTON Founder, Leisure DB
DAN HARRISON Sales and partnership manager, Leisure DB
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INDUSTRY VIEWS
CREATING COMMUNITY ASSETS HOW POOLS CAN BE PROTECTED FOR FUTURE GENERATIONS Swimming pools are the lifeblood of local communities – vital assets that we must protect. They benefit all members of the community, providing safe spaces where children and adults can learn essential lifesaving skills, as well as fun and engaging spaces for families to create lasting memories. Swimming pools can be havens for those with mental health challenges, while offering a secure and supportive exercise environment for people living with disabilities and long-term health conditions. For some people, pools provide the only viable option for being active. Public swimming pools are unique, yet despite their huge value to society, many are under threat due to high operating costs and escalating maintenance demands. Faced with such challenges, closing the doors can sometimes seem like the only option. But there is another way. Over the past 25 years, Alliance Leisure has partnered with numerous local authorities and leisure operators to transform struggling pools into thriving community assets. We know that – with the right combination of investment, design and marketing – we can revitalise public sector pools, ushering in a new generation of modern, fit-for-purpose and above all commercially viable pool spaces that meet the health, wellbeing and leisure needs of their local communities. Examples range from transforming dated 33m swimming pools into separate learner and competition-standard pools to maximise provision and revenue, to giving outdoor lidos a new lease of life and creating destination waterparks that drive regeneration and boost local economies. These are modern, bright and welcoming pools with intelligent and sustainable design, informed by extensive consultation with the local community and supported by results-driven marketing activities – provided by TA6, our in-house agency – to drive footfall and income. Challenges will remain for public swimming pools, particularly around costs and efficiencies. But as we increasingly align with health and wellbeing, we must continue to invest in and champion these precious community facilities. As the UK’s leading leisure development specialist, we are passionate about innovation. Over the last 25 years, we have shown how innovation, expertise and strategic investment can transform ailing pools – once a drain on resources – into flourishing facilities that realise their full potential, meet current and future health and wellbeing needs and contribute to broader social value. With decades of experience working in public leisure, I’ve witnessed first-hand the profound impact of swimming pools on communities. I believe it is our duty to protect these indispensable public assets for generations to come.
Faced with such challenges, closing the doors can sometimes seem like the only option. But there is another way.
PAUL CLUETT Managing director, Alliance Leisure
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INDUSTRY VIEWS
SUCCESS THROUGH COLLABORATION HOW PARTNERSHIPS CAN OVERCOME OPERATIONAL CHALLENGES Access to swimming pools, meeting consumer demand for swimming lessons, operational challenges faced by pool operators… These are just a few scenarios where the importance of partnerships and collaboration throughout the leisure sector becomes clear. One of the biggest challenges we’ve come across at Water Babies is the cost of living crisis, with pool operators turning down temperatures to try and reduce energy consumption and costs. Undoubtably this will result in some financial savings, but it also has an impact on younger swimmers and can be significant in making children’s lessons more challenging and less enjoyable for families. In one of our franchises, a facility we’ve hired for over 14 years was instructed to reduce its pool temperature. We would have been forced to relocate or risk customers no longer bringing their child to our lessons. During this process, it was clear there had been no robust comparison of potential savings from reduced energy consumption versus lost income from third-party pool hire – and indeed any associated secondary spend or membership uplift. Working collaboratively with the venue, we commissioned an independent energy survey for the pool. It found the loss of income from external pool hire far outstripped savings in energy consumption from reducing the temperature. Importantly, it also identified other energy-saving measures to help reduce the pool’s carbon footprint. This enabled the pool to maintain its existing temperature and keep our customers – and theirs – happy. Here at Water Babies, we embrace the importance of working in partnership, helping support operators where they may not have the relevant expertise around energy, as well as other operational and safety issues. Because of course, energy is not the only challenge for pool operators, with staffing and building infrastructure also high up the list. Sadly many school pools are faced with closure, with an ageing pool stock, stretched budgets and a lack of suitable income streams. It means more and more children are losing access to vital swimming and lifesaving skills. Many of our franchisees therefore support a local school with plant room or changing room upgrades, helping ensure it stays open for the children. They also provide an income stream via pool hire, which helps cover the facility’s running costs. And it isn’t all doom and gloom. Over the coming years, I expect to see a growth in the number of smaller learn-to-swim facilities being built, perhaps in disused warehouses or else empty shops in town centres, helping reinvigorate the high street. Providing access to swimming lessons in smaller, energy-efficient facilities – with the latest water quality and filtration technologies – will not only replace pool stock but potentially increase access to swimming lessons throughout the UK.
Smaller, energy- efficient facilities will not only replace pool stock but potentially increase access to swimming lessons. ALEX BLACKWELL Head of pools and facilities, Water Babies
Let’s swim together!
Are you a pool operator or manager? Then we want to hear from you! Water Babies is the world’s leading baby swim school, teaching water confidence and life skills 600 pools across the UK every week. And we’re always on the look-out for more pools and venues we can work with to deliver our world-class lessons.
• High reputation for on time payment • Bring new customers into facilities • Share our strong brand reputation • Respect and look after your space • Be responsible for our customers • Work with you to promote your venue • Maintain our swimming teacher qualifications, DBS checks, and lifesaving awards • Support you with a network of experts Some of our promises to you:
Contact us at aquatics@waterbabies.co.uk
waterbabies.co.uk
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INDUSTRY VIEWS
We’ve been sharing our expertise in water safety, lifesaving, and lifeguarding to educate everyone to enjoy water safely. SINCE 1891 We’re not just experts in lifeguarding and lifesaving qualifications;
THE FUTURE OF POOL SAFETY WHY TECH + LIFEGUARDS IS THE PERFECT COMBINATION
Swimming pool safety has progressed significantly over the last 20–30 years. Pool operators now provide some of the safest places for people to stay physically and mentally healthy; learn to swim; have fun; and be educated on how to be safe in other water environments. The pool attendant of the 1980s has evolved into a lifeguard with various soft and technical skills to communicate with pool users, keep the pool safe and save lives. The question is: how will the next 30 years change swimming pool safety? Technology is transforming most industries and swimming pools are no different. Already used in swimming pools for over 20 years, the pace of tech development and adoption has quickened over the last few years. Many pool operators are now looking to use technology to enhance safety, provide data and, in some cases, help control the huge costs associated with providing a pool for their community. Pool technology is already impressive: by monitoring pool users at all times and alerting the lifeguards if someone needs assistance, it delivers an additional layer of safety. This is of huge benefit when a hundred people might be participating in a range of pool-based activities. But what would you say if I told you the technology could also provide real-time, accurate information on pool use? Some of today’s most innovative swimming pool technology can provide valuable data such as pool user numbers in each pool, each minute of each day, and the areas of the pool they are using. Heat maps can indicate high-/low-use areas and risk ratings for sessions. Imagine the power of knowing exactly what drives success in your pool. Imagine the ways in which this data could empower you to update, develop and enhance programmes to increase income and better serve your community. Guidance to support any pool operators considering the use of swimming pool technology is available here . Created by an industry working group of pool safety experts and endorsed by CIMSPA, RLSS UK, Swim England and ukactive, the guidance is for swimming pools that are constantly lifeguarded. It will be reviewed annually and updated to reflect changes in technology and the industry. A webinar providing an overview of the guidance is available here. Yet as impressive as this technology may be, it cannot dynamically risk assess, educate users, perform a rescue, recover a casualty or provide vital CPR or first aid. A human lifeguard still plays a vital role, with the combination of technology and lifeguards providing a perfect safety provision. In the longer term, swimming pool operators may have the flexibility to move away from the rigid, remote lifeguards sitting on a highchair. There is a while to go before we reach this point, but we have certainly made a step in the right direction.
we can also help you with everything related to swimming pool safety, from Pool Safety Audits, Pool Risk Assessments, and Mystery Visits to Lifeguard Zone Visibility Tests (LZVTs), Creation or review of Pool Safety Operating Procedures (PSOP)
Pool technology is already impressive, but what if I told you it could also provide real-time, accurate information on pool use? JO TALBOT Director, Royal Life Saving Society (RLSS) UK
www.rlss.org.uk
Contact us for more information at learnmore@rlss.org.uk TRAINING • QUALIFICATIONS • CONSULTANCY • GUIDANCE
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INDUSTRY VIEWS
Overloaded with Admin for your Swimming Facility ?
TIME TO ADAPT GREATER COLLABORATION CAN DRIVE PARTICIPATION
Schools and all sizes Introducing user-friendly and time-efficient software created for Independent Swim Schools and National Leisure Operators of all sizes to reduce their admin and maximise growth potential
The sports and leisure industry in the UK is undergoing a significant transformation, driven by digital innovation and the urgent need to boost youth participation in physical activity. With ambitious national targets in place to increase youth sports engagement, there is a clear demand for collaborative efforts and innovative solutions. We believe platforms such as CoursePro, powered by Fitronics, have a critical role to play; focused on enhancing the delivery of sports courses globally, we already have 1 million active members – across sports that range from swimming to gymnastics, tennis to golf – and are reaching and impacting participants aged one to 80+ years. If we look at swimming specifically, this report highlights the pools operated by public and private operators, their focus on driving efficiency, maximising pool space and managing costs to keep the pools open. Yet there are many ‘hidden pools’ in the UK that are not accounted for in this report: private and mainstream school pools, home and pop-up pools, all of which contribute to the effort to get children swimming and keep them active. Many of these pools are run by sole traders with a focus on customers over efficiency. It’s their business, their money. They want to create a great experience for their pupils. The downside of this: use of the pool space is not efficient, the potential capacity not capitalised upon. Many do not operate during school holidays, for example, which leads to a decrease in activity levels. Could we have a greater impact if we collaborated more? If the sector were more joined-up, could the larger operators learn from the sole traders about customer centricity? Could the sole traders learn from the major operators about maximising revenue and increasing capacity? As an example, many large operators use online joining to take bookings while they are closed. Meanwhile, some smaller operators still prefer to meet parents to discuss which class is the right option before taking a booking. Does that mean more kids in the wrong classes at the larger operators? It does not. So why the reluctance to adapt? CoursePro is already used by over 1,000 pools across the UK: leisure trusts, councils, private operators, health clubs, resorts and independent swim schools. We are poised and ready to help even more operators maximise their facilities and deliver high-quality programmes, ensuring the industry progresses towards a more efficient, connected future.
How Can CoursePro Help Your Leisure Business?
Could we have a greater impact if we collaborated more – if the sector were more joined-up?
MARC JONES Head of customer experience, Fitronics
View lesson plans, mark registers, conduct assessments & view medical records
Parents can view child’s progress, process payments online and book future classes
Set up automated emails and SMS comms
Customise with your own brand logo and colours
classes Manage automated waiting lists, bookings and cancelled classes
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INDUSTRY VIEWS
FOR MORE INFORMATION AND TO REGISTER FOR FREE VISIT: WWW.SPATEX.CO.UK OR CALL +44 (0)1264 358558
SAFE PRACTICE IMPROVE PERFORMANCE BY EMBRACING INDUSTRY STANDARDS
Commercial leisure operators are incredibly busy, yet across the many levels of these organisations and the large the number of people involved, there is a fundamental need to stay up to date with legislation, standards and other industry guidance. Numerous bodies exist to bring their respective expertise to help the industry; by working together and being aware of the information and educational resources at our collective disposal, we can ensure more people stay up to date. Knowing where to look – or who to ask – regarding international, British and European standards is a good starting point in working towards safe practice. In the UK, the national standards body is the British Standards Institution (BSI). These standards then inform other industry guidance, such as that offered by the HSE (Health and Safety Executive) – HSG 179 and HSG 282, for example – which can be downloaded for free from the HSE website. Meanwhile, Sport England has its Design Guidance, which is well used. There are also multi-agency bodies that meet to discuss a range of topics, such as the PWTAG (Pool Water Treatment Advisory Group) which focuses on pool water treatment advice. PWTAG has a freely downloadable Code of Practice, while books can be purchased to provide more guidance. Meanwhile, the National Water Safety Forum has a Swimming Advisory Group which looks at how to reduce the number of swimming deaths every year. (Most happen in open water, but there are occasional incidents in leisure facilities.) The newest multi-agency body is The Swimming Alliance, which aims to offer a single, cohesive voice on crucial issues affecting public swimming pools and open water spaces across the UK. Conferences, exhibitions and industry events are also important learning opportunities, with the likes of SPATEX and Elevate bringing leisure professionals together each year to meet exhibitors. SPATEX is the UK’s only dedicated pool, spa and wellness show; it next takes place on 4–6 February 2025. Meanwhile Elevate, the UK’s largest trade show focused on the physical activity and fitness industry, will take place on 18–19 June 2025. As Leisure DB has proven, information is key for the commercial leisure sector. The challenge – and opportunity – for all professionals is to harness the vast networks that already exist to enhance knowledge and insight. This will not only improve your own performance, but also that of the teams you interact with.
The opportunity is there for leisure professionals to harness the vast networks that already exist to enhance knowledge.
CHRIS HAYES Managing director, SPATA
All sectors of the water leisure industry from pools, spas, saunas, hydrotherapy, steam rooms and play equipment, in the domestic and commercial arenas, are represented at SPATEX.
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INDUSTRY VIEWS
INTEGRATING TECHNOLOGY INNOVATION TO CREATE EXCEPTIONAL CUSTOMER EXPERIENCES
In the UK, swimming pools sit at the heart of communities as welcoming spaces. Accessible to everyone, they cultivate physical, mental and social health benefits for the population. Yet it’s important to keep the pool experience modern and relevant, embracing technology to enable effective communication, enhance safety, drive engagement and grow revenue. Current technological trends include a move towards virtual poolside content: interactive games, virtual aqua fitness, unique educational content. Screens can be used to facilitate this transformation and enhance the pool experience, but this is not without its challenges. Swimming halls make achieving an excellent acoustic environment difficult; the humidity, heat and corrosive, chlorinated environment make selecting appropriately-rated equipment and installation materials a base requirement. These challenges can be overcome by working with Hutchi, as we carefully consider the unique challenges of pool environments to integrate suitable, cutting-edge technology. Our advanced audiovisual technology and installation materials are IP-rated chlorine-resistant, for example, and withstand heat and humidity as standard. A large-format, high-brightness, harsh environment-rated LED video wall is an excellent tool for offering virtual aqua fitness classes. Moreover, when not being used to deliver classes or information about swimming galas, for example, operators can convert the screen into a valuable revenue stream by selling prime advertising space. Meanwhile, access control systems are more than just ticket barriers. They are integral to creating an efficient swimming pool experience and ensuring optimal operations. They play a crucial role in safety and capacity management. Integrating smart technology can provide operators with valuable data analytics on attendance, occupancy and usage, allowing them to take meaningful actions to improve operations and increase revenue. In short, technology is key to creating the exceptional poolside customer experiences that will drive revenue and ensure pools remain vital community hubs. But that technology must be fit-for-purpose: designed, installed and maintained by a specialist who can overcome the numerous challenges of a swimming pool environment. We are here to help.
Technology is key to creating the
Technology for people
exceptional poolside customer experiences that will drive revenue and ensure
pools remain vital community hubs. MARK HUTCHISON Director, Hutchi by Hutchison Technologies
AUDIO VISUAL LIGHTING ACCESS CONTROL
At Hutchi, we revolutionise swimming pool experiences with cutting-edge technology. Our state-of-the-art audiovisual systems, virtual classes and tailored design solutions create exceptional customer experiences.
NETWORKING AUTOMATION WORKSPACE TECHNOLOGIES DESIGN CONSULTANCY SERVICE & MAINTENANCE
Talk to us today.
HUTCHI.TECH
+44 (0)333 2407369
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INDUSTRY VIEWS
SAFER AND SMARTER POOLS
TRENDING NOW WHAT’S SHAPING THE COMMERCIAL POOL SECTOR IN 2024?
The commercial pool industry is constantly evolving. To stay ahead, it’s worth understanding the following key trends currently shaping the sector. Technology is driving optimisation of aquatic facilities. Relatively minor tech upgrades are being implemented to streamline operations, improve efficiency and boost long-term ROI, while AI is revolutionising the industry, powering intelligent aquatic databases, data-driven operations and enhanced pool safety solutions. By enhancing standard security cameras, AI-powered assisted lifeguard technologies are becoming the industry standard in drowning prevention. These systems support lifeguards by providing real-time distress alerts and continuous monitoring, acting as an extra set of trained eyes, while AI-generated swimmer heat maps allow lifeguards to be strategically positioned for enhanced safety coverage. Monitoring pool activity with an AI vision infrastructure also provides valuable data that enables informed decisions about resource allocation and operational improvements. Providing a deeper understanding of user behaviours, operators can use this data to both optimise pool yield and enhance customer satisfaction. You can only manage what you can measure! Meanwhile, environmental concerns are driving a shift towards eco-friendly pool designs and management practices. Solar panels, salt water chlorination systems and smart technology that optimises resource use are gaining traction. Pool operators are realising that sustainable practices not only benefit the planet, but can also improve operational efficiency and cost-effectiveness. Smart pools equipped with advanced technology for water quality monitoring, leak detection and chemical optimisation are becoming the norm. Pool management software can optimise chemical dosing and water testing based on real-time pool usage data, ensuring precise treatment and minimising waste. Finally, virtual reality is enabling customers to visualise pool designs before construction, while customisation options allow operators to create unique pools that reflect their brand identity. Water features like fountains and waterfalls are also adding a touch of luxury to pool designs. As advanced, vision-based technology continues to advance and customer preferences evolve, the commercial pool industry will undoubtedly see even more exciting developments in the years to come. By embracing these trends, pool operators can ensure their facilities remain at the forefront of innovation and provide continued exceptional experiences for their users.
AI is revolutionising the industry, powering intelligent databases, data- driven operations and enhanced pool safety solutions. EYAL AMIT Chief commercial officer & co-founder, Lynxight
Complete pool safety
Smarter risk management
Rise to the next level of drowning prevention
www.lynxight.com/uk
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OVERVIEW & TRENDS
OVERVIEW & TRENDS
TOTAL MARKET
TOTAL MARKET
NO DATA 2020 & 2021 DUE TO COVID-19
“Speaking with one voice is key to this agenda, which is why the new spirit of collaboration in the sector is so important.”
“As part of Places for People, we’re also exploring new avenues to help safeguard the future of swimming. Might we consider building pools and leisure centres ourselves? The current model isn’t working. We have to try and shift the dial.” In his interview on page 44, Andrew Clark offers another suggestion to boost the UK’s pool stock: “At present, new pools are being individually designed by architects with big visions. We’re seeing some new facility projects costing £30–40m and as a result, two pools are closing for every new pool opened, leading to a net loss of water space. “By developing a standardised model for a community pool, we should be able to get two or three for that price. Certainly at GLL, we spend a lot of time challenging architects to meet practical requirements before making something look beautiful.” Clark’s brief for that standardised model? “A simple blueprint that can be built comparatively cheaply and run and maintained efficiently.” We explore the topic of efficient pool operation and maintenance on pages 75 (a series of energy efficiency case studies) and 112 (tips on best practice pool operation). Clark adds: “Thankfully the new Swimming Alliance is beginning to gather momentum, creating a single, clear voice for the swimming sector. This will be hugely important with a new government in place.” Andy Salmon, Swim England’s new CEO, agrees: “I’m focused on better communicating the social, health and economic benefits of swimming, making a strong case to government to keep existing pools open and replace ageing stock.
2019 2022 2023 2024 % vs 2023
-2 %
2,896
3,170 3,008 2,955
Total number of sites with pools
Swimming is facing some significant challenges, but some even greater opportunities. The glass is more than half full.
-1.8 %
Total number of pools
4,272
4,559 4,386 4,351
-2 %
Public centres with pools
1,613
1,702 1,664 1,646
He adds: “Swimming is facing some significant challenges, but some even greater opportunities. The glass is more than half full... I’m really excited by the role swimming can play in the health of the nation.” (Read Salmon’s interview on page 26 – and on page 68, an interview with Good Boost co-founder Ben Wilkins about using pools to support the health agenda). Yet on page 34, the STA’s Dave Candler warns: “Rather than waiting for government handouts and subsidies, leisure centres must manage their own businesses. With a new government just in office, we’re going to be very far down the list of priorities, so we have to get on with doing what we do and doing it well. “Rather than blaming someone else for not helping, we must focus on running our own successful businesses and making our own revenues. We are perfectly capable of doing this.”
-2 %
1,283
1,468 1,344 1,309
Private clubs with pools
Nevertheless, the gradual but steady decline in the UK’s pool stock is occupying the minds of all our interviewees this year, especially those in the public sector.
In the 12 months to the end of March 2024, the total number of UK sites operating a pool fell to under 2,900 (-2% compared to March 2023). Both public and private sectors experienced the same percentage fall (-2%) in the number of sites with pools, compared to March 2023. This contrasts with the previous year’s data, where the drop was more marked in the private than in the public sector. Operationally, many operators comment on a return to “business as more-or-less normal”, with “a shift back to more traditional peak times” in a sector that is “still very buoyant” both for casual swim and swim lessons. These specific words come from GLL’s Andrew Clark (see page 44 for his full interview), but they are echoed by many others. At Everyone Active, for example, “both casual swim and learn-to-swim have recovered from the pandemic and then some” (see interview, page 54); at Nuffield Health, “pools are really busy and interest in swimming continues to grow” (see interview, page 90); at The Laboratory Spa & Health Club, the pools are used by around a third of members daily (see interview, page 98); and at Total Fitness, a deep-rooted commitment to swimming has seen the operator launch its own Swim Academy (see interview, page 106).
The current model isn’t working. We have to try and shift the dial.
Want to refer to last year’s data in more depth? Read the full State of the UK Swimming Industry Report 2023 online – for free – at leisuredb.com/publications
“The national picture is concerning,” confirms Mark Haslam of Places Leisure in his interview on page 62. “Pools are disappearing rapidly, with local authorities often lacking the funds to build new ones. “With everything that’s going on in the broader sector – the pressure on pools, with closures outweighing new openings and forecasts suggesting the number of UK facilities will halve by 2029 – we feel a responsibility to optimise our pool assets.
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INSIGHT & ANALYSIS
INSIGHT & ANALYSIS
“Every child should have the opportunity to learn to swim, irrespective of their background and where they live”
“The Clean Water Alliance is already calling on government to better protect the UK’s blue water – seas, rivers, lakes – while the new Swimming Alliance brings together aquatics organisations that range from operators to Swim England to the STA. I believe this will be a very influential vehicle moving forward. “I recognise that Swim England hasn’t previously been as good at collaborating as it could have been, but we are now addressing this. This is a large sector. One organisation, ourselves included, cannot do it all. We must align behind a common purpose and vision and decide who is responsible for what, so that between us we deliver the whole.” Challenges & opportunities He continues: “With this strategic review in mind, in July 2023 Swim England commissioned a listening report to understand the challenges in the sector, with the findings
published in March of this year. We’re now undertaking consultative roadshows across the country to dive even further into this and inform Swim England’s strategy moving forward. “Accessibility is a big challenge, of course, and relates not only to pool locations but to distinct social inequalities around access and usage. These are unacceptable and something we as an industry and a sport must tackle. “As part of this, every child should have the opportunity to learn to swim, irrespective of their background and where they live. It’s a fundamental survival skill that also teaches other valuable lessons, from discipline and respect to relationship-building.” He adds: “However, many of our challenges have been cultural. As an example, there’s been too high a focus on performance within our own system. Swimming isn’t just about how fast you can swim from A to B. It’s an activity
Swimming generates £2.4bn of social value in England each year and prevents more than 78,500 cases of ill health
ANDY SALMON
There are huge opportunities for swimming to boost the health of the nation, but we must collaborate and put participants first, says the new CEO of Swim England
“Swimming is facing some significant challenges, but some even greater opportunities. The glass is more than half full,” says the new CEO of Swim England. “2023 research by Swim England shows that swimming generates £2.4bn of social value in England each year and prevents more than 78,500 cases of ill health. That includes more than 22,000 cases of diabetes and 2,500 cases of dementia. It saves the NHS over £209m a year. “I’m really excited by this – by the role swimming can play in the health of the nation – and keen to accelerate this work via social prescribing, for example, which is
growing fast and a very interesting opportunity. All physical activity is beneficial, but I speak to so many medical professionals who point to the unique value of swimming in particular as a non-weight bearing activity.” He adds: “I’m also focused on better communicating these social, health and economic benefits, making a strong case to government to keep existing pools open and replace ageing stock. “Speaking with one voice is key to this agenda, which is why the new spirit of collaboration in the sector is so important.
While pools are key, we must embrace other opportunities to engage people in swimming, including open water swimming
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INSIGHT & ANALYSIS
INSIGHT & ANALYSIS
Salmon is “really excited” by the role swimming can play in the health of the nation, including via social prescribing
that can be enjoyed at all ages. Swim England must take its responsibility very seriously here, doing everything it can to make swimming inclusive and welcoming to all. We need to take the lead and push through a change programme to open the sport up to everyone. “As part of this, we must recognise that while pools are key, we also need to embrace and support other opportunities to get people interested in the sport. Open water swimming – wild swimming in the sea, lakes, rivers – is a great activity to do with friends. Go out, spend time in the water, connect with nature… The mental and physical health benefits are huge. Swimming isn’t just about competitions or the structure of lane swimming. “Nevertheless, we are also focused on helping operators with the strategic use of pools; when done well, this can be a great economic contributor to the business as well as bringing notable social benefits to customers.
“Social value has always been an important focus for the public sector, but it’s interesting to see how seriously the private sector is also starting to take its responsibility to community health and wellbeing, as well as to learn- to-swim.” New values, new priorities Salmon continues: “Other challenges relate to the workforce. The swim teacher shortage is an obvious one and something the sector must work collaboratively to address, so every child and adult can learn to swim. “The listening report also provided evidence that, on occasion, the culture within aquatics has fallen short of what we strive for, resulting in negative experiences within our community. We have a zero tolerance of poor behaviour and will call it out.
Swim England hasn’t previously been as good at collaborating as it could have been, but we are now addressing this
The swim teacher shortage is a challenge the sector must collaboratively address, so everyone can learn to swim, says Salmon
If our sector’s north star and common goal is to ensure everyone has a great experience, I don’t think we’ll go far wrong
“Of course, the vast majority of people involved in our sport are good people, giving generously of their time to help others enjoy swimming. We need to do better in supporting them. “This includes a need for ongoing workforce development, to ensure everyone who engages with swimming has a fantastic experience. As I say, we’re still defining a new set of values for Swim England, but if our sector’s north star and common goal is to ensure everyone has a great experience, I don’t think we’ll go far wrong.”
He concludes: “For Swim England, that means turning our traditional priorities on their heads. For too long, the culture and primary focus of the organisation has been the organisation itself. The sport came second, with the community of participants – from swimmers to teachers and coaches, parents to committee members and more – in third place. “If we want to deliver great experiences, we absolutely have to turn that upside-down to focus on participants first.”
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OVERVIEW & TRENDS
UK POOL LOCATIONS
TOTAL MARKET
TOTAL MARKET
NO DATA 2020 & 2021 DUE TO COVID-19
UK sites with a swimming pool: 2010 – 2024
4000
Private clubs
Public centres
UK POOLS 2024
1725
1728
1719
1706
1701
1694 1698
Total sites with pools 2,896
3000
1694 1694 1702
1664 1646
1613
4,272
Total pools
2000
1549
1540
1534 1541
1532
1521
1475
1468
1464 1467
1344 1309
1283
1000
0
2010 2011
2012
2013
2014 2015
2016
2017
2018
2019
2022
2023
2024
of the total UK population live within two miles of a swimming pool, compared to 83.1% in 2023. 82.8 %
Want to know where your members come from? Why not ask Leisure DB
KEY STATS FOR 2024 ■ Across the UK, the total number of clubs/centres with a pool is down -2% since our 2023 report. ■ The number of pools is also down -1.8% vs 2023. ■ At the end of March 2024, there were 2,896 sites with pools across the UK, accounting for a total of 4,272 pools; some locations have multiple pools. ■ Of this total, the public sector operates 1,613 pools and the private sector 1,283. ■ GLL and Nuffield Health remain the UK’s leading public and private operators, respectively. ■ Leisure trust GLL (see page 44), leads the way in the public sector with 140 centres with a pool, with Everyone Active (page 54) in a close second place.
■ Nuffield Health is #1 in the private sector, operating 111 clubs with a swimming pool. (See interview, page 90.) ■ Everyone Active (SLM) and Freedom Leisure (see energy case study, page 80) are the only two top-ranking operators to have added five or more sites with a swimming pool in the last 12 months, logging 10 and five respectively. ■ Trusts dominate in the public sector, managing 50% of all UK pools; in Scotland the figure is 71%. ■ In the 12 months to the end of March 2024, the average pay-per-swim fee increased by 7.1% to £5.59.
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