EVERYDAY SWIM REPORT PROVIDES POSITIVE FEEDBACK
An independent Interim Report released today on the Amateur
Swimming Association's (ASA) Everyday Swim programme contains
significant findings for the sport and activity industries.
The three-year Everyday Swim project set out to attract unprecedented
numbers of new, regular swimmers to the pool by bringing about
a culture change in the way swimming is delivered to serve
the needs of today's customers.
Pilot projects from each region come together to capture
learning, share good practice and benefit from economies of
scale. Everyday Swim is led by the ASA and is jointly funded
by Sport England and local partners.
The report highlights successes in improving the delivery
of swimming. There have been numerous examples of lives being
changed by local projects improving access or support at facilities
to allow people to take the plunge.
For example, Yvonne Richardson from Telford is visually impaired
and is now swimming regularly with an instructor to help with
technique in the water thanks to new disability sessions.
Reception staff take care of the guide dogs using a newly
installed loop in the wall to tie the dogs securely. Through
swimming and healthy eating Yvonne has lost 4 stone.
Sally Scott from County Durham has also lost weight and improved
her fitness having taken up the offer of a poolside 'personal
trainer' at the pool in Peterlee.
With one in five people in the UK unable to swim, residents
in Suffolk who cannot swim have overcome their fear of the
water to learn in later life.
Many have gone on to encourage other family members and friends
to take to the water. The information from diaries kept by
the swimmers is being used nationally to help pools improve
provision for adult learners.
The report demonstrates that the Everyday Swim has achieved
some key milestones on the path to culture change, such as
developing effective partnerships between neighbouring pool
providers, unparalleled investment in workforce development
and community engagement, and changes in swimwear and admission
policies to remove some of the barriers to swimming.
Much of this success has been very hard won and progress
should not be underestimated.
Nevertheless, the report makes clear the scale of change
still needed, both within the swimming industry, and among
those who fund, inform, and regulate it if significant participation
increases are to be realised.
Swimming has the highest participation rate of any activity
apart from walking with 14% (5.6 million) of adults swimming
regularly in England alone.
It also has the highest level of latent demand with much
of the demand coming from groups under-represented in sports
participation.
Swimming has a critical role in driving activity levels up
in a way that can impact on the nation's health and sporting
excellence.
The report highlights the need for greater engagement from
national and local partners to cut red tape and challenge
well established policies and practices to better accommodate
the needs and aspirations of the 86% of people who do not
swim.
Kate Sargant Swimming Activity Manager at the ASA leads on
the project was keen to comment on the findings.
"Everyday Swim enjoys national recognition for its focus
on driving real and sustained increases in participation rather
than short term interventions to bring about fleeting increases
in pool admission rates,"
"The Interim Report highlights the successes which have
been achieved through the tireless work of the Everyday Swim
Coordinators and local partners," said Sargant.
"The report also clearly sets out the challenges for
industry going forward and I look forward to working with
colleagues to ensure that everyone involved plays their part
and reaps the rewards of greater participation levels."
The Sport Industry Research Centre (SIRC) at Sheffield Hallam
University was jointly commissioned by the ASA and Sport England
to undertake the monitoring and evaluation of Everyday Swim,
and staff from SIRC have been working closely with the local
pilot areas from the outset.
The SIRC team have undertaken invaluable secondary analysis
of existing data on swimming.
The intelligence that this has provided on swimming participation
has informed the direction of the projects on the ground.
The Interim Report includes the findings on current participation
and approaches needed to ensure success.
The findings from the report will now be used to inform the
remaining months of the project (Everyday Swim in its current
format is set to run to December 2008) and to develop the
project beyond 2008 to ensure the huge opportunity of Everyday
Swim is maximised by the industry and that we see many more
lives and communities changed for the better through swimming.
ASA Chief Executive, David Sparkes was keen to comment on
the effect of Everyday Swim to date.
"The outcomes of Everyday Swim report are encouraging
and shows there has been a culture change in the delivery
of swimming which can drive new customers into the pool,"
"There is still much to be done if we are to change
the way in which the industry works but we have shown that
this can be achieved."
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