Anne Adams-King September 2010
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 ? • • • • •
Culture change - Environment Programming of pools Funding to remove barriers Creative marketing out of four walls Relationships
Successful 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
Recommendations • • • • • • •
• 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? • • • • •
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