to baby swimming lessons run by free- lance 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 will spend more than £2m 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 con- versions and hire of dry-side facilities for our termly 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’ exist- ing Learn to Swim programmes.” Shire Hotels runs Water Babies classes
at three of its six hotels and has found this to be a good retention tool for members with new families. “The pro- grammes are a great income generator, particularly as they take place in quiet times and parents often stay for refresh- ments,” says group spa director Stuart Angus. “Offering these classes also helps differentiate us from our competitors.”
SPORTING CHANCE While delighting some members, tying up the whole pool with classes and les- sons has the potential to annoy others who prefer lane swimming, so program- ming requires a fine balance between trying to keep everyone happy and mak- ing sure the pool is optimised. Indeed, many people associate the
water with having fun, so mixing up the serious business of length swimming
Issue 3 2011 © cybertrek 2011
With triathlons becoming increasingly popular a
growing number of half-decent adult swimmers are now keen to brush up on their technique
and lessons with more entertaining class- es and activities is important. 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 reflects 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 keep- ing one or two lanes for lap swimming.” In fact, DLL aims to get all of its mem-
bers 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 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. Making an appearance at the 2012 Olympics for the first time in 56 years British Swimming is hoping this will kick-start the sport across the country. ●
Kath Hudson is a freelance journalist Read Sports Management online
sportsmanagement.co.uk/digital 73
©LEIN DE LEON /
SHUTTERSTOCK.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84