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 Chaotic changing rooms, overcrowded lanes, unpredictable timetables and outdated facilities deter families, older adults, and people with additional needs.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.
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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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