Swim England

A nation swimming

Swim England Insight

What We Do

The Swim England insight team produce research on factors that influence swimming and our sports.

This ranges from understanding consumer motivations and the health and wellbeing benefits of participation, through to exploring wider sector trends.

Our latest research can be found below.

The Three Frontier model to grow swimming

Through our in-depth consumer research into why people swim, we have identified significant themes to help our industry partners get more people swimming.

The resulting insight has been transformed into a practical, easy to use Three Frontier growth model. The three areas, or ‘frontiers’ are:

  1. Increasing the visibility and relevance of swimming
  2. Improving the environment
  3. Tailoring the offer

Each frontier represents an opportunity to improve appeal, but ideally all three areas must all be working well to maximise growth.