get swimming by anne adams-king

Anne Adams-KingSeptember 2010

Free Swimming?Free Swimming?• Government programme to offer

over 60s and under 16s free swimming across the country

• Improve the swimmers experience so they would continue to swim even when they had to pay

……………circa £140m investment

How did we do it ?How did we do it ?• Culture change - Environment• Programming of pools• Funding to remove barriers • Creative marketing out of four walls• Relationships

Successful areasSuccessful areas• More people went swimming and brought friends/ family

who paid• Inspired local investment from Local Authorities• Marketing

• Marketing low cost options to specific markets • Share good practice • Provide guidance centrally and resources online

• Took longer than thought to plan and get capacity in pools• Adult lessons now seen in different light• Having people on the ground to build relationships

RecommendationsRecommendations

• Longer term security• Focus more on deprived or low

swimming participation areas• Target non-swimming adults • Make pools more attractive to

swimmers• Time required to build relationships• Share good practice• Ensure staff are well trained - all

aspects • Monitor and evaluate

Did it make a Difference?Did it make a Difference?• Got people into or back into swimming• Increased media interest • Adult lessons• Investment in pools and people• More people active

• Thinking about trying it?www.culture.gov.uk/publications/7190.aspx

Thank you Thank you