Mapping out growth

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

Swim England has launched 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, the national governing body has developed the new offer to help its partners deliver 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. Going beyond traditional diagnostics, it 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.

We’re enabling operators to move beyond understanding their position and take confident, targeted action

Each Learn to Swim Growth Plan provides partners with an audit of current performance alongside market opportunity and actionable insight supported by programming and workforce considerations. It also creates data-driven growth targets and delivery pathways, while providing Swim England’s expert-led support every step of the way.

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

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.”

What is the Learn to Swim Growth Plan?

The plan provides a complete, structured review of: l A provider’s current programme performance l Local market demand and opportunity l Facility capacity and utilisation potential Through an audit, insight and action approach, it connects this insight directly to practical recommendations – helping providers move beyond analysis to implementation.

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 [business.solutions@swimming.org](mailto:business.solutions@swimming.org)