OPERATOR PERSPECTIVE
OPERATOR PERSPECTIVE
What’s driving this strong performance? The new structure of our swimming lessons is a key factor: the move to bigger class sizes with multiple teachers, allowing for children to be split into sub-groups according to ability. Introduced after COVID and ideally suited to meet the surge in demand, in fact all the thinking and planning had been done before the pandemic. The rationale was twofold. First, it eliminated a key pain point for parents, as children no longer have to move to a different time slot when they complete a learn-to- swim stage. They simply move to a different area of the pool, often with the same kids as previously. Second, it promotes workforce development and teamwork right there on the poolside, with the lead teacher able to mentor more junior teachers and junior teachers bringing energy and fresh thinking.
although learner numbers were still up 2 per cent in 2024. We’re also achieving some good results from retention initiatives at our swim schools. Crucially, as we moved to mitigate the rising costs of energy and swim lesson staffing, we identified swimming lessons as being under-priced and spoke to our local authority partners about introducing price rises. As a result, income from swimming lessons was up 10 per cent in 2024. And in spite of the price rises, sales have rocketed this year: we’ve budgeted for a 5 per cent increase in learner numbers in 2025 and we’re well on-track to achieve that. It just shows that in a lot of cases, public leisure is still under-pricing what it does.
In spite of price rises, swim lesson sales have rocketed. It just shows that in a lot of cases, public leisure is still under-pricing what it does.
ANDREW CLARK
Swimming is performing strongly at GLL, but the sector as a whole needs a detailed action plan from government, says the trust’s head of sport and aquatics
What are the headlines from GLL? Where last year we saw casual swimming fall back to pre- pandemic levels and, in March specifically, a drop in swim lesson sales, this year we’re seeing strong performances across both areas. Casual swimming saw a 2 per cent growth in participation from 2023 to 2024 and we’re already seeing a 4–5 per cent growth month-on-month in 2025. Notably, we’re seeing adult casual swimming return to previous attendance patterns: early mornings are very busy, with post-work and lunchtime also popular.
We’re also seeing really good growth in adults learning to swim, with our flexible model proving very popular. Instead of having to commit to a course of weekly lessons, you simply book – group exercise-style – each time you want to attend. Communities are now growing around these classes as people introduce their friends. Speaking of group exercise, aqua aerobics is absolutely booming at the moment, so we’re trying to create more space within the pool programme to allow this to grow. Meanwhile, children’s swimming lessons have returned to more normal levels following the post-pandemic boom,
56
57
STATE OF THE UK FITNESS INDUSTRY REPORT 2023 STATE OF THE UK SWIMMING INDUSTRY REPORT 2025
STATE OF THE UK FITNESS INDUSTRY REPORT 2023
56
57
STATE OF THE UK SWIMMING INDUSTRY REPORT 2025
Made with FlippingBook Annual report maker