swimming pools
NEW QUALIFICATIONS Level 2 Fitness Instructor and Exercise to Music instructors can find out more about the new Level 2 Certificate in Fitness Instructing (Aqua) by visiting
www.theiosonline.com Existing qualified aqua fitness instructors
can access CPD seminars on aqua jogging and aqua circuits. To register your interest, email your name and current qualification level to
aquaticfitness@swimming.org
SLM – ASA Operator of the Year 2010 (main image); Water Babies (inset) spends over £2m a year on pool hire
the instructor doesn’t have to be a lifeguard, but does need a recognised teaching qualifi cation. Most swimming teachers then need no more than the £42 Rookie Lifeguard Pack to qualify to teach the programme, with no additional annual fees to pay. Ceri Kingston, assistant lifesaving
programmes manager at RLSS, says the programme is good for keeping children interested in swimming, as well as providing another revenue stream for the club or leisure centre:
“Income can be generated through the sale of places on the course, ongoing Rookie Awards and Progress Books – there are a number of bolt-on awards that Rookie Lifeguards can work towards, which add an element of fun, build confi dence and help retention.”
FIND OTHER USERS Hiring your pool out to external organisations is another way of bringing in revenue, from diving or canoeing clubs to baby swimming lessons run by freelance swimming instructors. Water Babies is the world’s largest
baby swimming company, teaching more than 24,000 babies and toddlers each week through a network of more than 400 franchises. This year, the company
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will spend more than £2m on hiring pool facilities across the UK. Water Babies’ MD Steve Franks says:
“Water Babies can offer pools secure and ongoing additional revenue, not only through secondary spend on food and drink but also through membership conversions and hire of dry-side facilities for our underwater photo viewings. “The nature of our business means we
can often schedule classes to run during quiet pool times and our courses offer a natural progression into operators’ existing Learn to Swim programmes.” Shire Hotels runs Water Babies
classes at three of its six hotels and has found it to be a good retention tool for members with new families.
“The programmes are a great income generator, particularly as they take place in quiet times and parents often stay for refreshments,” says group spa director Stuart Angus. “These classes also help differentiate us from our competitors.”
SPORTING CHANCE While delighting some members, tying up the whole pool with classes may annoy those who prefer lane swimming, so programming requires a fine balance to optimise pool use while keeping everyone happy. Sarah Hobbs, David Lloyd Leisure’s head of family and programming, says:
“It’s always a challenge, but we do know the usage patterns for our members and try to ensure that the programme
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refl ects the needs of everyone. Generally, group swimming lessons account for 15 per cent of term-time pool programming and we always ensure that, during these times, there’s an option for members who just want to take part in swim training by keeping one or two lanes open for lap swimming.” In fact, DLL aims to get all of its
members using the pool in some way. Personal training is offered for the pool, bringing a touch of gym culture to the water, and adult and children’s swimming lessons are also offered. However, gone are the days when adult lessons focused on adult beginners who missed out when they were younger: with triathlons becoming increasingly popular, a growing number of half- decent adult swimmers are now keen to brush up on their technique. Another opportunity for operators
is to host water polo matches. Not only is this one of Prince William’s favourite sports, but it will be making an appearance at the 2012 Olympics, and British Swimming CEO David Sparkes is hoping this will kickstart the sport across the country. Now is the time for operators to
think big with their pools, making sure they get the most from their assets, ensuring their USP is maintained – and boosting their profi tability.
healthclub@leisuremedia.com kath hudson
july 2011 © cybertrek 2011
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