get swimming by anne adams-king
DESCRIPTION
Anne Adams-King September 2010 • 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 • Culture change -Environment • Programming of pools • Funding to remove barriers • Creative marketing out of four walls • Relationships How did we do it ? How did we do it ?TRANSCRIPT
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