New campaign to encourage more people to swim


Swim England and Everyone Active aim to achieve 10 million swims in Everyone Active pools by the end of 2019 as part of their new three-year partnership.

The two organisations are working together to encourage more people to swim. To achieve this year one goal, they will target occasional swimmers and focus on the benefits that swimming regularly offers. Understanding the reasons why individuals currently swim and what is stopping them from doing so more often will help the two organisations to secure the continued participation of swimmers, as well as attracting new audiences into the pool.

Swim England and Everyone Active will work together to carry out the research, utilising insight from Everyone Active’s 120 pools and the local communities in which it operates. They will also work together to identify and challenge the common misconceptions around swimming, which they believe can act as a barrier to participation.

“It’s well documented that swimming is a fantastic way for people of all ages and abilities to keep active. However, there is still a reluctance from many people to get into the pool. This may be because they aren’t fully aware of the many health and social benefits swimming offers, or perhaps there is a misunderstanding about the skills you need to enjoy the water. Through our partnership with Swim England, we are aiming to tackle this and revive the nation’s love of swimming,” says Jacqui Tillman, head of swimming at Everyone Active.

Public swimming is the first area of focus for the partnership, which aims to make improvements across all areas of aquatic activity.

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