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Leisure, we’ve spent over 25 years working with local authorities and leisure operators to transform underused, outdated facilities into thriving, future-ready community assets.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
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STATE OF THE UK FITNESS INDUSTRY REPORT 2023
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