Read for Free: 2025 State of the UK Swim Industry Report

The State of the UK Swimming Industry Report 2025, unveiled by market intelligence expert Leisure DB and made available to everyone free of charge.

State of the UK Swimming Industry Report 2025

CONTENTS

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

WELCOME TO LEISURE DB’S STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INTRODUCTION FOREWORDS

PRIVATE SECTOR DEFINITIONS

INDUSTRY VIEWS

OVERVIEW

POOL FACILITIES

TOTAL MARKET OVERVIEW & TRENDS

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.

POOL LOCATIONS

UK POOL LOCATIONS

TOP 30 POOL OPERATORS

100

OPENINGS & CLOSURES

TOP 10 POOL OPERATORS

103

UK POOL STOCK

INDEPENDENTS & CHAINS

PUBLIC SECTOR DEFINITIONS

LEISURE DB REPORT METHODOLOGY

105

106

OVERVIEW

REPORT PARTNERS

112

OPENINGS & CLOSURES

OUR EXPERT TEAM

116

POOL LOCATIONS

WORK WITH US

117

FEES & PRICING

OTHER LEISURE DB PRODUCTS

MANAGEMENT MODELS

We believe deeply in the importance of our sector. We’re here to help grow it.

POOL FACILITIES

Find out how we can help your business achieve its potential – see page 116.

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, for insight into the story behind the statistics. Our thanks go to everyone for their time and willingness to share their expertise and experiences.

ANDY SALMON – SWIM ENGLAND

JACQUI TILLMAN & IAN COTTON – EVERYONE ACTIVE

DAVE CANDLER – STA

DAVE COURTEEN – MOSAIC GROUP 86 EMMA KUWERTZ-NORMAN – NUFFIELD HEALTH 96

ANDREW CLARK – GLL

© 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 2025 quoted as the source.

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

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

INNOVATION IN THE FACE OF DECLINE

Let’s start with the good news: new pools are increasingly at the heart of major regeneration projects. Woolwich Waves, opening in autumn 2025, is a great example. With three pools – lane, teaching and leisure – this is a focal point in a broader £80m regeneration scheme that boasts public health and economic development goals. The first of its kind on this scale, with 482 new homes, GLL’s Better brand will operate the centre and track its impact on the lives of residents and the community. I visited St Sidwell’s Point in Exeter this year, the world’s first multizonal Passivhaus sports centre and the first leisure centre in the UK to achieve this global energy efficiency benchmark. It has cut energy consumption by an astonishing c.70 per cent, improved water quality and halved running costs compared to older pools. Then there’s Eclipse Leisure Centre in Spelthorne, which opened in October 2024 as the UK’s largest wet and dry leisure centre to achieve Passivhaus. Managed by Places Leisure and featuring three pools, this modern, sustainable destination combines energy efficiency with inclusive, community-focused programming. Lidos and outdoor swimming have also experienced a revival, with innovations including open-air cinema, Christmas Day swims, poolside restaurants, moonlight sessions, wild swimming and even naked swims (hello Shaftesbury Lido on Tuesdays!) After I hosted a panel at Elevate on what our industry could learn from dogs, I also started receiving invites from lidos running doggy swim sessions. Pinot (my dog) and I are now booked in for Dogtember at Saltdean Lido in Brighton! I was pleased to see this year’s Local Government Association report, which found 72 per cent of schools use public pools to deliver their statutory swimming lessons and 85 per cent of young people learn to swim in public pools. This echoes Community Leisure UK data, whose members report more than one million people a year learning to swim in their pools. Little surprise, then, that in this year’s audit, 96 per cent of public sector respondents told us they offer swimming lessons. Fifty-five per cent also said NHS services are delivered on-site, but this was not specific to pools, which remain broadly underused in our wider health strategy. Joint-friendly and accessible, imagine the potential if we fully joined the dots! Finally to the bad news: the continued net losses in pool provision that this report once again highlights. As our expert interviews reveal, those still operating are working hard to do more with less water, meeting demand through innovation, collaboration and determination; certainly at the London Aquatics Centre – venue for our FreeFlow Swim Conference later this year – Everyone Active has driven a 39 per cent jump in swim lesson enrolment and a 16 per cent rise in general participation. Yet there is no hiding from the fact that this remains a sector in need of far more support.

Those still operating pools are working hard to do more with less water, meeting demand through innovation, collaboration and determination.

DAVID MINTON Founder, Leisure DB

Great experiences in water. For all. For life. Our mission is to lead and serve an aquatics community to enable safe, enjoyable and successful experiences.

Find out more about the One Swim England strategy by scanning the QR code or visiting swimming.org/swimengland/swim-england-strategy/

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

COO FOREWORD

SCAN IT. WORK IT. TRACK IT. REPEAT.

SMARTER PROGRAMMING, STRONGER OUTCOMES

Swimming remains one of the UK’s most effective and inclusive forms of physical activity. It supports physical and mental health, rehabilitation, social connection and overall community wellbeing. Yet year on year, we are seeing a decline in pool provision, particularly in areas where need is greatest. At Leisure DB, we’ve tracked this trend with growing concern. As a former private operator with 30 years of experience, I understand firsthand the complexity of running pools. But I also know the enormous potential they hold when programmed with purpose, positioned strategically and supported through the right partnerships. A well-programmed pool can drive participation and generate revenue. It can host NHS MSK teams delivering aquatic rehabilitation, support GP referral schemes and run tailored sessions for older adults, pre and postnatal groups and individuals managing chronic pain. Add in swimming lessons, aqua classes, water cycling and lane swimming, and the opportunity to engage a broad spectrum of the community throughout the day becomes clear. Operators should also rethink how wellness features are promoted. Saunas, steam rooms and red-light therapy can be marketed as standalone wellness services, appealing to those seeking pain relief, recovery and stress reduction. These are not just extras. They are essential for many members. The newly published NHS 10-Year Health Plan reinforces the role of community- based physical activity in prevention and early intervention. Now is the time for operators to consider how their aquatic services align with national health priorities. By demonstrating how pools contribute to local health delivery, you can strengthen partnerships with Integrated Care Systems, NHS providers and funding bodies. It is also worth exploring how to quantify impact using tools set out in HM Treasury’s Green Book, particularly the WELLBY, a measure of wellbeing that tracks changes in life satisfaction. When combined with participation data, it becomes a compelling tool for making the case for investment. There are practical steps operators can take now. Usage heatmaps can inform smarter scheduling. Pool covers can reduce energy costs. Retailing swimwear and accessories offers an easy revenue stream. Inclusive land-based solutions such as eGym circuits or IFI-accredited equipment from Pulse Fitness provide a safe and effective complement to water-based programmes. Funding schemes like the Public Sector Decarbonisation Scheme (PSDS) and events such as SPATEX offer further opportunities to futureproof operations. At Leisure DB, our network of over 50 partners exists to help swimming sites do exactly this. Together, we can reframe pools not as cost centres but as vital infrastructure for public health. I encourage you to read on. Every contributor in this report is sharing insights with one goal in mind: to help others improve.

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With the right partnerships and programming, swimming pools can become the health hubs our communities urgently need. HEIDI BLACKBURN Chief Operating Officer, Leisure DB

FIND OUT MORE

uk.egym.com I sales@egym.com

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

A YEAR OF PROGRESS, PURPOSE, AND PLAY

This past year has been particularly rewarding, both personally and professionally. With my son turning one, I’ve made it a priority to introduce him to swimming not just to build water confidence, but to ensure he enjoys it. As a swim teacher with over 20 years of experience, I’ve always relished the challenge of making lessons engaging, purposeful, and fun. Now, as a parent, that passion has taken on new meaning. Throughout my career, I’ve been committed to more than just teaching strokes. I’ve worked to shape how we approach swimming from lesson content and programming to facility management and retail offerings. Whether in the pool or behind the scenes, it’s about delivering a high-quality, impactful experience. In the past 12 months alone, I’ve dedicated over 200 hours to swim training and development both teaching and participating. That’s hundreds of hours spent not only refining teaching technique but actively investing in the next generation of confident swimmers. And yet, despite this dedication across the sector, we face a growing challenge: since 2022, the number of pools in the UK has declined year on year, often in the very communities most affected by health inequality. The closure of these vital facilities represents more than lost access to sport, it’s a setback in the effort to reduce drowning risk, improve public health, and support lifelong wellbeing. Over the past year, I’ve also taken note of the continued growth in Open Water Swimming. With this growth comes a need for greater focus on safety. We must move away from the outdated belief that a 25m certificate equals water competence. True swimming ability means being confident and capable in varied environments and this should be a priority in how we teach and assess young swimmers. Beyond safety, strong swimming skills open doors to exciting aquatic activities: diving, water polo, inflatable sessions, scuba diving, and more. To enjoy these fully and safely, swimmers need a solid foundation. It’s up to us as an industry to provide it. On a lighter note, my son now takes great pride in carrying his swimming gear in his KitBrix Dobi Dry Bag, featuring the Leisure DB logo. For those who’ve attended a recent Leisure DB event, you’ll know just how impactful this kind of branded, functional gear can be as it promotes both identity and everyday use. It’s also a great branding opportunity for leisure centres to connect with young swimmers and their families. Looking ahead, I’m proud to announce that the FreeFlow Swim Conference returns this September for its second year, hosted by Leisure DB. With other major events like the STA Conference, SPATEX, Swim England Summit, RLSS Conference, and Elevate also on the calendar, there’s a wealth of opportunities for learning, collaboration, and innovation in our sector. A heartfelt thank you to our incredible partners and the operators who continue to support our work. Together, we’re helping to shape a stronger, safer, and more inspiring future for swimming.

It’s up to us as an industry to build the foundation that helps every swimmer enjoy the water safely and confidently.

TEACHING SWIMMING, SAVING LIVES As a national governing body for swimming and an educational charity, STA is dedicated to the teaching of swimming and water safety through the delivery of accredited swimming teaching and lifesaving qualifications for the leisure industry.

Join our professional network of 20,000 + global aquatic members and benefit from insurance, exclusive resources and discounts

DAN HARRISON Sales & Partnership Manager, Leisure DB

sta_team

@STAHealthLeisureLife

www.sta.co.uk

@STA_HQ

STA (Swimming Teachers Association)

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

SWIMMING POOLS ARE THE HEART OF OUR COMMUNITIES

They offer far more than a place to swim. Pools are safe, structured environments where children and adults alike can learn life-saving skills. They are vibrant hubs where families connect, friendships are formed, and memories are made. For many, swimming pools are a sanctuary, supporting mental wellbeing, social connection and physical activity. They provide inclusive, accessible exercise opportunities for people living with disabilities or long-term health conditions. In many areas, they remain the only viable way for people to stay active. Yet despite this undeniable social value, the number of swimming pools across the UK is in steady decline. The latest industry data shows a net loss of pool sites year after year, a trend we must urgently reverse. Rising operational costs, ageing infrastructure, energy pressures and staffing shortages are driving operators to make difficult choices. Understanding these challenges and designing pool spaces that are efficient, flexible and commercially viable, is key to ensuring a sustainable future for aquatics. At Alliance Leisure, we’ve spent over 25 years working with local authorities and leisure operators to transform underused, outdated facilities into thriving, future-ready community assets. Our approach is rooted in practical insight and commercial realism, always underpinned by the belief that pools are not a luxury, they are a vital part of community infrastructure. From reconfiguring traditional pools into separate learner and competition- standard formats to revitalising outdoor lidos and delivering large-scale waterpark destinations, we shape solutions that balance social impact with financial sustainability. Every project is bespoke, guided by data, community consultation, and the realities of operational delivery. We know commercialising pool space isn’t about compromise, it’s about creating more opportunities for everyone. Through intelligent design, sustainable technology and strategic programming, we maximise usage, boost revenue and extend the life and value of each facility. Of course, challenges remain. But with increasing recognition of the role physical activity plays in health, wellbeing and prevention, now is the time to reframe how we think about swimming pools, not as cost centres, but as pillars of public health and community life. At Alliance Leisure, we are proud to be leading that charge. We’ve shown, time and again, how smart investment, bold thinking and expert delivery can stop the decline and create a new generation of inclusive, commercially sustainable and socially valuable pool facilities. With decades of experience in public leisure, I’ve seen firsthand the powerful role swimming pools play in people’s lives. It’s our collective responsibility, as developers, operators and policymakers, to protect, champion, and evolve these irreplaceable assets for the communities they serve today and for generations to come.

Swimming pools aren’t a luxury – they’re vital community infrastructure. PAUL WOODFORD Strategic Engagement Director, Alliance Leisure

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

REIMAGINING AQUATIC SPACES THE UNTAPPED POTENTIAL OF AQUA FITNESS, WELLNESS AND THERAPY As we reimagine the role of swimming in the UK, it’s time to spotlight an often overlooked yet transformative area of the sector: aqua fitness, wellness and therapy. Water-based exercise continues to be hugely popular with classes being full and waiting lists for people to attend. Its popularity is due to its low-impact benefits, making it ideal for people of all fitness levels, including seniors, athletes and individuals with lifelong conditions and recovering from injuries. At Aquatic Rehabilitation and Exercise Academy (AREA), we see every day how the water transforms lives; supporting physical and mental wellbeing, driving recovery and reaching populations for whom land-based activity is inaccessible or unsafe. The future of swimming lies not just in elite sport or early learn-to-swim programmes, but in how we leverage water as a therapeutic and inclusive tool across public health, rehabilitation and lifelong wellness. Creating a versatile programme on your timetable from Aqua HIIT, Aqua Power, Aqua Step to Aqua Calm, Function and Mobility and many more. This gives your centre a competitive edge, offering unique high quality aquatic programmes. The typical instructor-to-participant ratio for aqua classes is approximately 1:30 or more, depending on pool size and layout, significantly higher than the standard 1:12 ratio for swimming lessons. This increased capacity allows aqua classes to generate substantially greater revenue per session, while also maximising pool usage. Additionally, it is common to observe aqua classes effectively sharing pool space with lane swimmers, where one half of the pool accommodates 20 or more aqua participants, while the lane side may just have 2 or 3 swimmers. This highlights the efficiency and versatility of aqua fitness in terms of both programming and operational output. Aqua classes create strong communities that extend beyond the centres, participants form lifelong friendships, they provide support for each other during difficult times, this includes the loss of a partner. They reduce their feelings of loneliness and help contribute significantly to improving their health, quality of life and longevity. We currently have a national shortage of aqua instructors, whether it is the younger generations not considering this side of the industry or old instructors leaving due to pay, restrictions or poor management. In-person Instructors give the attendees increased motivation, they keep these people together and give the sense of community. By investing in highly trained, certified instructors and structured professional development, your organisation can deliver exceptional, inclusive aquatic experiences that meet the evolving needs of diverse member groups. This can range from active older adults to athletes seeking low-impact, high-effort training options. We envision a future in which every leisure centre offers specialist aqua fitness, wellness and therapy classes, particularly for long-term health conditions, pre and post-natal and mental health. It’s a health intervention, a rehabilitation tool, a wellbeing enhancer and an inclusive pathway to movement. With the right investment, training and collaboration, aqua fitness and therapy can play a pivotal role.

We are a leading provider of evidence ‑ based aquatic education. Our mission is to empower professionals with high-quality, research-led, training in aquatic fitness, wellness, therapy and rehabilitation .

Aquatic Courses, CPDs and Seminars

Courses: Aqua Fitness Aqua Natal AquaStretch Facilitator Holistic hands-on myofascial stretching in water Physiology of Immersion Aquatics for Special Populations Hypermobility Annual Conventions for CPDs Virtual & in-person events CPD library & bundles: Over 30 videos of lectures and practical sessions covering topics from the instructors health to marketing, from aqua fitness to preoperative care.

The future of swimming lies not just in elite sport or early learn-to- swim programmes, but in how we leverage water as a therapeutic and inclusive tool across public health, rehabilitation and lifelong wellness.. HAYLLEY PITTAM Director of Aquatic Rehabilitation and Exercise Academy Ltd

AquaticAcademy.co.uk 07729474540

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

The future of Team management Join the movement. Power your people. Scale with CoverMe

INNOVATION IS KEY TO SOLVING SWIMMING TEACHER SHORTAGES

The ongoing shortage of swimming teachers in the UK has become a critical issue, impacting operators, swim schools and local communities. Such is the scale of the challenge, that some operators have been forced to abandon waiting lists all together. The lack of available swimming teachers means they simply can’t meet demand. With recent figures showing that child drownings have doubled* in England over the past four years there’s an urgent need to find a solution. The industry must look to digital innovations to help address this shortage so that more children can learn to swim. Securing qualified swimming teacher cover, especially at short notice, is one of the most common challenges faced by operators. Traditionally, arranging cover is a manual, time-consuming and inefficient process, and a significant drain on both resources and finances. CoverMe’s research shows that swim school managers typically spend between four to eight hours per week arranging cover, which equates to approximately £5,200 in staff costs per site annually. The costs for multi-site operators can run into hundreds of thousands of pounds. This is where digital innovation can provide a much-needed solution. Platforms like CoverMe are proving that technology can play a critical role in transforming the way swim schools manage staffing. By connecting operators with qualified, available swimming teachers in real time, CoverMe reduces the administrative burden and drastically cuts the time it takes to find cover. Indeed, the platform’s smart matching and real-time availability features have helped swim schools achieve a consistent 97% lesson coverage rate, reducing cancellations and maintaining vital revenue streams. The State of the UK Fitness Industry Report 2024 highlighted that 88% of swim school operators are struggling to recruit swimming teachers. By intelligently matching teachers based on qualifications, availability and location, CoverMe is helping to bridge this gap making it easier for swim schools to fill roles and grow their learn to swim programmes. The platform has also partnered with STA to reinforce quality and safeguard standards, ensuring all teachers hold appropriate qualifications with a recognised Awarding Organisation and have personal insurance. At a time of increasing data breaches, CoverMe is working with operators to offer a secure, GDPR-compliant alternative to communication tools like WhatsApp, so that swim schools can coordinate staffing securely while protecting personal data. The UK swimming industry needs to call time on the staffing crisis. By embracing digital innovation, it has a real opportunity to address recruitment and cover challenges and develop sustainable learn to swim programmes ensuring that more children have the chance to learn this essential life skill.

The lack of available swimming teachers means they simply can’t meet demand. LOU CROSSLAND Chief Commercial Officer, CoverMe

*National Child Mortality Database (NCMD).

Thousands of swim schools have already made the shift. Don’t get left behind.

visit www.covermeapp.co and book your demo today.

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

COMMUNITY REHAB THAT RIVALS NHS OUTCOMES AT A LOWER COST

New research published in Musculoskeletal Care confirms what we’ve seen on the ground for some time now: digital rehabilitation programmes delivered through community leisure centres can achieve outcomes equivalent to NHS Physiotherapy, but at a lower cost. In our study, we evaluated the progress of more than 4,400 people with musculoskeletal (MSK) conditions using Good Boost and compared this to over 2,700 individuals receiving face-to-face Physiotherapy. The results showed similar improvements in physical function, pain, mental wellbeing and overall health, with a saving of £168.72 per person. Good Boost is a tablet-based, personalised programme that can be delivered in pools, studios or at home. Between 2022 and 2024, we rolled it out across 136 leisure venues, delivered by trained leisure staff rather than clinicians. This model challenges assumptions about where healthcare should take place and proves that with the right tools, community spaces can offer clinically comparable support. With relatively low investment in training and technology, leisure centres can become local health hubs, improving access and easing pressure on already stretched GP and Physiotherapy services. We also saw commercial benefits. In several pilot sites, up to 50 per cent of participants transitioned into paid memberships, showing that improving health outcomes and creating sustainable business models can go hand in hand. It’s a powerful example of what’s possible when we bridge the gap between health and fitness. Our model aligns closely with the Government’s 10-Year Health Plan for England, which focuses on delivering more care in community settings, enhancing digital support and prioritising prevention over treatment. Good Boost is community- based, digitally enabled and habit-forming, offering people early, supported access to care that fits into everyday life. This is one of the largest real-world evaluations of a community-led digital health intervention for MSK conditions. What makes it special is that it was co-designed with patients and communities from the start. That’s why it works, and why it’s inclusive, scalable and effective. To scale further, we now need outcome-based local commissioning that values non-traditional providers, clear referral pathways including self-referral and social prescribing, and robust data capture to ensure we continue learning and improving. Good Boost offers a proven, cost-effective solution for delivering accessible, community-based care, and I believe it’s time we fully recognise the vital role leisure centres can play in the future of healthcare.

We’ve proven that clinically effective rehab doesn’t have to happen in a hospital

— it can happen in your local leisure centre.

BEN WILKINS CEO & Co-Founder, Good Boost

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

WIDEN THE VALUE GAP DIGITAL EXPERIENCE LAYERS ELEVATE EVERY FUTURE SWIM

“I haven’t had to cancel a live class in 2 years due to the cover provided by Hydrohex. Those members who were initially strongest against Hydrohex are now the biggest advocates for the concept!” Dave Tenny, General Manager, Hemel Hempstead Leisure Centre Operator Quote Trusted by Operators. Loved by Members. VIRTUAL AQUA FITNESS

From a customer’s point of view, value equals perceived benefits minus costs. Few sectors feel that formula more acutely than aquatics: energy-hungry water, lifeguard rosters, and chemical bills place pools well behind other fitness formats on the cost side. With around 2,900 public-access pools in the UK (Leisure DB, 2024), typically staffed by 15–20 full-time employees (Sport England, 2012), the April 2025 rise in National Living Wage (£10.42–£11.44/hour), NIC increase (13.8%–15%) and lower threshold (£9,100–£5,000), plus pension contributions, added roughly £2,500 per FTE (GOV.UK, 2024; HMRC, 2025; Talk Staff, 2025; IFS, 2025). Multiplied across the sector, that means April’s payroll spike alone added an estimated £110–£145 million to overheads—without offering swimmers anything new. Price rises may be unavoidable, but the challenge is to lift the experience side by at least as much; otherwise, we subtract consumer value instead of creating it. I’m a late-born millennial who has consumed sport through sensors, software and streaming since childhood, so a digital layer for swimming always felt obvious. That instinct became Hydrohex, now the world’s largest virtual aquatic-fitness library. Results from Everyone Active pools prove virtual experience can outpace cost: immersive Hydrohex classes attract new audiences (33 per cent aged 40–60, 14 per cent aged 20–40), while core aqua fans (mainly 60+) still supply 53 per cent of Hydrohex class visits and post NPS scores above 90. The virtual programme fills ‘dead-water’ slots from 6am to late evening and adds £10k–£30k per pool each year without a single extra instructor hire, usually repaying the AV kit within 12 months. Smartphones don’t belong in chlorinated water, so we can’t outsource innovation to app stores. Digital layers must be co-designed with operators and integrated into booking, pool areas, and safety measures, with insight flowing both ways. Blend digital creativity with operational excellence and UK pools stay viable, inclusive and worth every penny. Using the same playbook, we’re piloting pool- edge displays that give swimmers AI-driven coaching on a shared screen. Looking ahead, the more openly industry leaders share their views and act, the faster innovations like Hydrohex Virtual Aqua Fitness can help operators in widening the benefits-minus-cost gap in aquatics. In an asset- and labour-heavy sector with wafer-thin margins, we can’t ignore the added value digitalisation unlocks poolside. I invite operators, suppliers and governing bodies to adopt and scale the next wave of consumer-facing tech experiences together. Let’s do it.

In an asset- and labour-heavy sector with wafer-thin margins, we can’t ignore the added value digitisation unlocks poolside.

TOMMI WALLENIUS Founder & CEO, Hydrohex

Member Quote

“I am 65 years old, and the only health condition I have is an old fracture in my ankle. I absolutely love the sessions! We come fi ve, maybe six times a week. My husband and I have been coming for about a year, and we think they're amazing. The sessions have been absolutely bene fi cial to my fitn ess and well-being! When I fi rst started the classes, I had two plates and 13 screws in my right ankle. Working in the water reduced the impact

compared to exercising on dry land.” Elaine Huffer, Regular Hydrohex User

SCAN HERE

STATE OF THE UK FITNESS INDUSTRY REPORT 2023 Scan the QR code to watch a class preview on our website or contact us to learn more! hydrohex.com/contact

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

SWIMMING TOWARDS A HEALTHIER NATION WHY POOLS MUST BECOME PUBLIC HEALTH HUBS I’m passionate about health and wellbeing. Every day, I work to bridge the gap between staying active and living well, because I believe movement has the power to transform lives and society as a whole. Rising operational costs, ageing facilities, and persistent staff shortages mean the UK’s swimming sector stands at a crossroads. But with smarter programming, targeted investment, and stronger support systems, swimming can become a true cornerstone of public health. I believe swimming pools can and should serve as the health hubs our communities urgently need. Swimming isn’t just about sport or leisure. It’s a frontline tool in tackling inactivity, mental health issues, and preventable disease. Over 14 million adults in the UK swim each year, making it our second most popular activity. Regular swimming is proven to save the NHS and social care system around £357 million annually by helping to prevent conditions such as dementia, stroke, cancer, and depression. These are real, measurable outcomes. Yet despite the benefits, access remains uneven. Too many pools are undersized or under-resourced, especially in underserved areas. Chaotic changing rooms, overcrowded lanes, unpredictable timetables and outdated facilities deter families, older adults, and people with additional needs. To fix this, we need innovation, investment, and a clear focus on accessibility. We must rethink how we staff and support our facilities. Strategic staffing models and lifeguard training are essential to tackle shortages. We need community- based funding and deeper partnerships with local authorities and health providers. Just as importantly, booking systems must be upgraded to support flexible, user-friendly access. Swimming is evolving. Across the UK, we’re seeing targeted swim sessions, adaptive lessons, aqua classes for older adults, and school-based safety programmes. Many of these are delivered in partnership with NHS trusts and Active Partnerships, embedding swimming into local health strategies. In Manchester, subsidised swim sessions through GP referrals increased physical activity by 32 per cent among older adults. This shows the power of well-designed programmes. When the right infrastructure and partnerships are in place, health outcomes improve. To maximise swimming’s potential, we must commit to smarter staffing, digital booking systems, cross-sector partnerships, and a unified message that swimming is vital public health infrastructure, not a luxury. Every swim should begin with the support and resources needed for success. Every pool should offer a clear, accessible path to better health. With thoughtful planning, strategic investment, and a renewed focus on wellbeing, swimming can deliver stronger outcomes for individuals, communities, and the NHS. I’m ready to work with organisations that want to build health-driven programmes designed to scale, endure and improve lives. Together, we can make swimming more than an activity. It can become the foundation of a healthier future.

Swimming isn’t just about sport or leisure, it’s a frontline tool in combating inactivity, mental health, and preventable disease. LARA MORGAN Co-Owner and Founder at SCENTERED

Making Swim Life Simpler, Safer, and More Organised for Families

At KitBrix, we believe every child and adult should have the opportunity to fall in love with swimming—without the chaos. Our rugged, waterproof kit systems are trusted by swimmers, but designed for everyone, especially busy families navigating early mornings, and busy lessons at the pool. From swim lessons to gala days, casual swims to quick dips. KitBrix keeps swim gear organised, dry, and ready to go. No more tangled goggles, wet towels on car seats, or last-minute scrambles for snacks. With a modular design that links bags together, or for use as a simple backpack or tote, KitBrix simplifies the packing process. Making swimming more accessible, more enjoyable and easier to manage, especially for mums juggling multiple little swimmers.

Why KitBrix Works for Swim Families

Smart Organisation See everything immediately. No digging, no fuss. Just grab, zip, and go.

Waterproof & Wipe Clean Pool water stays where it belongs. Clean-up takes seconds, not hours.

Modular System Link bags together, one for each child or one for wet vs dry kit. It’s swim life, streamlined.

BaseBrix™ Waterproof Base Keeps kit off wet floors and snacks clean and dry.

Durable & Sustainable Built to last season after season. Fewer replacements, less waste.

Swimming Should Be Easy for Everyone

We're committed to making swimming more accessible and less stressful for families, and adults alike, especially young children just starting their swimming journey. Because when organisation meets reliability, confidence grows in the water and out.

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

MAKING DECARBONISATION OF SWIMMING POOLS MORE AFFORDABLE At Leisure Energy, we’ve spent the last decade helping leisure centres, swimming pools and clubs reduce their energy use and carbon emissions. The drive toward net zero by 2030 has brought more urgency to this work, and for many operators, attention is rightly turning to swimming pools. These are some of the most energy- intensive parts of the leisure estate and often the most challenging to decarbonise. Most of the UK’s 2,900 public and private pools still rely on fossil fuels for heating, and many are over two decades old. Until recently, carbon reduction measures were limited to lower-cost improvements with shorter paybacks such as LED lighting, pool covers, better controls and staff training. These are all valuable steps, but they only get us so far. In recent years, we’ve seen a real shift, particularly thanks to the Public Sector Decarbonisation Scheme. This funding has allowed public sector organisations to go much further by replacing outdated fossil fuel systems with heat pump technology and other renewable solutions. We’ve supported over £100 million worth of successful applications, helping local authorities and leisure operators across the country make the move away from gas. One of the most progressive examples is Cotgrave Leisure Centre, where we worked with Rushcliffe Borough Council securing a £1.2 million PSDS grant. There, we installed our Net Zero Pod, an external packaged plant room designed specifically for leisure and pool environments. It houses a twin-pack CO₂ air source heat pump system that uses natural refrigerants and delivers a seasonal coefficient of performance (sCOP) above 4. That means the system produces over four times the energy it consumes in electricity. The result is the complete removal of gas boilers and CHP from site, with a projected carbon saving of 73 per cent. Emissions are expected to drop from 315 tonnes to 84 tonnes, saving over £80K per year. We also installed 212 solar panels on the roof as part of the wider scheme, funded by Sport England through the Swimming Pool Support Fund. The 107 kWp system is designed to offset some of the additional electricity demand from the heat pumps and will cut a further 20 tonnes of carbon each year. Cotgrave is one of our examples of what is now possible for the public and private sector. By designing for pools specifically, applying proven technologies and making the most of available funded options, we are showing that decarbonisation and electrification can be affordable. It just needs to be done properly and with a longer term view.

Leading the transition to net zero leisure facilities

Emissions are expected to drop from 315 tonnes to 84 tonnes, saving over £80K per year. MIKE WORSNOP Director, Leisure Energy

Established in 2014, Leisure Energy is an award-winning renewable technology company, energy consultancy and principal contractor, who specialise in identifying and delivering energy and sustainability solution for all leisure facilities. We can provide a range of bespoke solutions to help your facility or club to become more economically and environmentally sustainable; these include: • Energy Assessment & Surveys and Heat Decarbonisation Plans. • Funding applications and support. • Energy Awareness Training & Support – Operational and Strategic. • Full Technical Design and Cost Certainty Contractor Packs. • Project Management with our expert team. • Principal Contractor (CHAS Accredited) and delivery of capital schemes. • Fully funded solutions. • Ongoing support, monitoring and reviewing with maintenance packages. • An innovative and pioneering application of heat pump and green technology through our Net Zero Pod packaged plant room, capable of delivering a Seasonal Coefficient of Performance of 4+. Making decarbonisation affordable. Case studies can be viewed and downloaded from our website.

01865 306688 info@leisure-energy.com leisure-energy.com

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

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;

SWIMMING POOLS ARE VITAL FOR CHILDREN’S SAFETY AND THEIR FUTURE Swimming pools play a crucial role in helping children learn to swim; however, learning to swim alone is not enough to keep a child safe if they fall into water. Research shows that many children who drown are classed as ‘swimmers’*, suggesting they lack sufficient knowledge of how to self-rescue, which impacts their chance of survival. Therefore, it is essential that, in addition to learning to swim, children develop essential water safety knowledge and skills, enabling them to enjoy the water safely. In recent years, there has been growing concern about declining swimming ability and water safety awareness amongst children and young people. This worrying trend has serious implications for their safety in, on, and around water. Without the confidence to swim, knowledge to self-rescue and the ability to identify and respond to risks, many children are left vulnerable in potentially life-threatening situations. Recent data shows a significant decline in the number of children who can confidently swim 25 metres by the end of primary school. In 2017/18, it was reported that 76.8% of children met this standard. By 2023/24, it had dropped to 70.2%**. This decline signals a serious and growing risk to child safety. In the last five years, the number of children who have lost their lives to drowning in England has doubled**; our sector can help to change this trajectory, but we need to protect the number of swimming pools and prevent more closures. Swimming pools provide safe environments for children to learn to swim, gain essential water safety skills and enjoy the water safely. This data highlights the urgent need to protect the sector’s swimming pools and allow everyone the chance to use them. What can you do to help? ■ Ensure water safety is taught in all swimming lessons, regardless of the pupil’s age or the class they are attending. ■ Teach the Water Safety Code www.rlss.org.uk/listing/category/the-water- safety-code. ■ Encourage schools you work with to use free RLSS UK resources www.rlss.org.uk/listing/Category/water-safety-education suitable for school assemblies and classroom learning. ■ Encourage schools to participate in RLSS UK’s Water Smart Schools accreditation programme www.rlss.org.uk/pages/category/water-smart-schools. ■ Contact RLSS UK at info@rlss.org.uk to support with open days, school fetes and community events. Finally, we, along with others, are campaigning for water safety education to be a statutory part of the National Curriculum for England. We continue to emphasise the importance of swimming lessons to increase water confidence and competency to ensure the lifelong benefits of swimming. Every child should leave school understanding how to stay safe in, on, or around water and know how to respond if they fall in or someone else gets into difficulty. Please support the campaign work that is taking place to protect our children and their future.

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)

Learning to swim alone is not enough – children must also develop water safety knowledge and self‑rescue skills to truly stay safe and enjoy the water for life.

JO TALBOT Commercial Director, RLSS UK

* National Child Mortality Database (NCMD) Deaths of children and young people due to traumatic incidents, July 2023. ** Sport England Active Lives Child Survey, 2017-18 to 2023/2. *** The Royal Life Saving Society UK (RLSS UK) Child Drowning Update, September 2024.

www.rlss.org.uk

STATE OF THE UK FITNESS INDUSTRY REPORT 2023 Contact us for more information at learnmore@rlss.org.uk TRAINING • QUALIFICATIONS • CONSULTANCY • GUIDANCE

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

INDUSTRY VIEWS

COLLABORATION IS KEY RAISING STANDARDS IN THE LEISURE INDUSTRY

There is a fundamental need for partnerships and collaborations in our industry to ensure that knowledge is accessible to everyone, especially those who need to make decisions about servicing and maintaining, and ultimately, about upgrading leisure facilities and their associated equipment. Without this knowledge, mistakes will be made that will definitely cost money (e.g. due to ill-informed procurement decisions) and may result in facilities being closed (temporarily, or permanently). A lack of knowledge may also cause reputational damage (e.g. chemical incidents in plantrooms) and in extreme cases (although very rare) may cause serious injuries, or even fatalities. When relevant parts of the supply chain collaborate with commercial leisure operators, it helps to share information and raise awareness about available market options that can meet their needs, to minimise the likelihood of these procurement mistakes occurring. Gaining knowledge can be achieved on an individual basis, but collaboration is a potentially more powerful way of supercharging this. Collaboration is evident in The Swimming Alliance, which aims to provide a unified voice on key issues affecting public swimming pools and open water spaces throughout the UK. It is important for this Alliance to focus on operational, as well as strategic aims, to ensure that things can change for the better. Similarly, collaboration is evident in the way Sport England has recently reached out to stakeholders to gather feedback on its Swimming Pool Design Guidance. It will be great to see what changes are adopted, to further enhance the guidance over the coming year. Bringing stakeholders together can quickly boost the sharing of ideas and information. Conferences, webinars, and exhibitions, provide excellent opportunities for this to occur. Leisure DB have shown how their events can make a difference, with meaningful dialogue due to active networking opportunities. Other opportunities to work together are provided at Elevate, PWTAG, SPATEX and STA. There will be other bodies having their own conferences / events over the next 12 months, hopefully you can invest some time in attending at least some of them. At SPATA, we already work closely with many other associations such as BISHTA and, of course, with SPATEX, which as an industry-owned show, reinvests a significant portion of its profit back into industry promotion, through the PIP Committee. SPATA also works with ISPE (Institute of Swimming Pool Engineers) who offer a range of courses and other support to their individual members. Much of the workshop programme at SPATEX is overseen by ISPE, with invaluable contributions from STA, PWTAG, IoS, RLSS UK, LCA, WMSoc, and others. The education programmes at these exhibitions and conferences help to update the industry with the latest knowledge. As you can see from the above, there is plenty of scope for working together in our industry, to raise standards, awareness and knowledge to minimise the chances of mistakes being made, and to embrace the changes that are impacting us all.

Bringing stakeholders together can

quickly boost the sharing of ideas and information. CHRIS HAYES Managing Director, SPATA

STATE OF THE UK FITNESS INDUSTRY REPORT 2023

STATE OF THE UK SWIMMING INDUSTRY REPORT 2025

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