COO FOREWORD
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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
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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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