Swim England

A nation swimming

Swim England and Everyone Active smash 10 million swims target

A new partnership is turning the tide on inactivity by helping millions of people to get active in swimming pools across the country.

At the start of the year, Swim England and Everyone Active launched a mission to achieve 10 million swims at the leisure operator’s pools by December.

And the two organisations have comfortably surpassed this target, achieving a huge 13,146,261 swims so far.

This is an increase of more than one million public swim visits to Everyone Active’s pools when compared to the same period in 2018

The #10MillionSwims campaign kicked off a new three-year collaboration between the NGB and leisure operator, through which they are aiming to ‘create a nation of swimmers’.

It showcased the variety of ways that people can integrate swimming into their lives and exercise habits.

Over the past 12 months, Swim England and Everyone Active have worked together to promote all forms of water-based activity, highlight swimming’s many physical and mental health benefits and remove barriers that prevent participation.

The two organisations carried out research into the beliefs held about swimming, before launching an initiative that tackled common misconceptions.

Its ‘Swimformation’ campaign reached an audience of thousands online and saw increased footfall to Everyone Active’s pools.

They have also worked with BBC Breakfast TV presenter, Naga Munchetty, and athletics legend, Colin Jackson, to promote the importance of learning the life-saving skill at any age.

Both famous faces have been taking part in adult swim lesson at the ages of 44 and 52 respectively, and are helping to prove to the one in three adults in Britain who are unable to swim that it’s never too late to learn.

Swim England and Everyone Active have also collaborated on a number of other projects over the past 12 months that aim to engage new audiences in aquatic activity, including the NGB’s #LoveSwimming campaign and a new series of Disney-themed sessions to help families enjoy the water together.

Jacqui Tillman, Group Manager Swim at Everyone Active, said: “We are extremely proud to have exceeded the target set at the start of the year, and to have worked with Swim England to support more people to be active in water.

“For a lot of people, their local pool is where a love of swimming begins and where they develop exercise habits that will help to keep them healthy and active throughout their lives.

“It’s essential that we support more people to feel these benefits and ensure they have the skills and confidence to make swimming one of their chosen leisure options.

“I’m very excited to continue the success of our partnership’s first year, and work with Swim England to create more opportunities for people to enjoy swimming.”

Lesley Hill, Swim England’s head of strategic partnerships, said: “It’s fantastic to see so many people have been inspired to take to the water as part of the #10MillionSwims initiative.

The Swim England Value of Swimming report highlighted the many physical and mental health benefits water can bring and we’ll continue to work closely with Everyone Active in a bid to encourage even more people to take part in all aquatic activity.

“Our vision is of a nation swimming and there is still plenty to do for us to realise that goal but campaigns and partnerships such as this are instrumental in helping to achieve that aim.”

The second year of the partnership will see the two organisations working closely with swim clubs across the country to promote swimming pathways and encourage people’s sustained involvement in the sport.