Swim England launches new Learn to Swim Growth Plan to support aquatic programme expansion

Swim England has strengthened its sector-leading Business Solutions offer with the launch of its Learn to Swim Growth Plan, designed to help aquatic providers unlock sustainable programme growth.

Responding to a national slowdown in learn to swim growth, Swim England has developed this new offer to help its partners delivering swimming lessons to ‘turn the tide’ on declining learn to swim participation.

The Learn to Swim Growth Plan builds on the Aquatic Latent Demand product, bringing together data, insight and practical guidance into a single, integrated growth offer. It offers a more comprehensive offer that supports partners through three stages for growth: audit, insight and action.

Alex Hains, Head of Business Engagement at Swim England, said: “The Learn to Swim Growth Plan represents a step change in how we support our partners growth. By combining audit, insight and action into one comprehensive approach, we’re enabling operators to move beyond understanding their position and take confident, targeted action. Ultimately, this is about helping providers maximise their facilities, reach more children and ensure more people develop a lifelong love of swimming.”

Going beyond traditional diagnostics, the new Growth Plan links insights directly to realistic, actionable recommendations – connecting latent demand and local opportunity with practical guidance on pool programming, workforce planning, customer journey and learn to swim delivery. It supports providers who own, operate or have access to a facility with a swimming pool, to help them move beyond understanding their current position and take measurable steps to grow their learn to swim programmes.

Growth targets are tailored to each facility, using accurate penetration rates alongside facility-specific capacity analysis to define what success looks like and how it can be achieved over time. This creates a structured, evidence-based roadmap that supports confident decision-making and sustainable growth.

Each Learn to Swim Growth Plan therefore provides partners with:

• An audit of current performance alongside market opportunity
• Actionable insight supported by programming and workforce considerations
• Realistic, data-driven growth targets and delivery pathways
• Swim England expert led support every step of the way!

As part of the rollout, Swim England is seeking two operators to take part in the initial pilot delivery phase. Feedback from these pilot sites will play a key role in shaping the product and ensuring it is fit for the sector ahead of a wider national launch.
Forming part of the National Governing Body’s sector-leading Business Solutions offer, the Learn to Swim Growth Plan reflects Swim England’s continued commitment to supporting partners with a comprehensive range of products, resources and solutions that address their growth ambitions and operational challenges.

Bringing together practical tools, insight and expert support, Business Solutions helps pool owners and operators identify opportunities, overcome barriers and achieve sustainable growth. The addition of the Learn to Swim Growth Plan further strengthens this offer, providing a clear pathway from insight to delivery and ensuring partners have the guidance and support they need to grow and evolve their learn to swim programmes.

To find out more about the Learn to Swim Growth Plan and other Business Solutions products, contact your Business Engagement Manager or email us via [email protected]