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
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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
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STATE OF THE UK FITNESS INDUSTRY REPORT 2023
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STATE OF THE UK SWIMMING INDUSTRY REPORT 2025
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