Collaborating with Swimming Pool Operators to Strengthen Industry Insights

We are enhancing our State of the Industry Report by including detailed demographic insights to better understand who swims in the UK. This addition will allow the report to provide a clearer picture of participation trends allowing us to SWIM SMARTER TOGETHER.

To achieve this, we are inviting swimming pool operators to collaborate by securely sharing anonymised member postcode data. This will allow us to map the geographic distribution of swimmers and link it to demographic patterns, without identifying individuals.

Please fill out this form to learn more.

Objectives

  • Build a clearer picture of who swims in the UK

  • Identify geographic and demographic participation trends

  • Support evidence-based decision-making across the sector

  • Highlight opportunities to increase access and inclusivity in swimming

What We Are Asking For

We are requesting participating operators to share:

  • Member full postcodes (e.g. SW1A 1AA)

Important to note:

  • No personally identifiable information such as names, emails, or phone numbers will be collected.

  • A UK postcode typically represents a small cluster of addresses, often covering around 15 households, meaning the data does not identify individual swimmers.

  • Data will be aggregated and anonymised before analysis.