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NEWS
Poor pool capacity could hinder baby swimming boom, says research
POSTED 27 Feb 2015 . BY Jak Phillips
82 per cent of survey respondents felt the baby swimming sector had grown over the past five years
The infant private swim school sector that has surged in the UK over the past decade is yet to reach its peak, although growth could yet be checked by a lack of pool capacity, a Swimming Teachers Association (STA) survey has found.

Despite recent Sport England figures showing that overall swimming participation saw an eight per cent drop over the last 12 months, the baby swimming market remains buoyant.

Around 82 per cent of the swim schools which took part in the latest survey from awarding body STA said they had seen a “significant” rise over the last five years in the number of babies (youngsters aged two and under) they teach weekly. The survey, which drew 206 responses from schools which teach a combined 50,000 babies each week, was a follow up to research carried out in 2009, designed to measure the industry’s progress over the past five years.

Almost 86 per cent of respondents said the baby swim market had not yet reached its peak, although many warned that growth could be capped because of pool time availability.

More than half admitted that the increase in demand for lessons compared with pool time availability was a concern; while 58 per cent said the limited number of pools also gave them cause for concern. Just over one third (34 per cent) also cited a lack of adequately qualified teachers as a problem for their business, compared with 24 per cent five years ago.

On a positive note, 60 new swim schools are reported to have opened since the last survey, a growth of more than 27 per cent in five years, and almost 70 per cent of all respondents said they had a waiting list for baby swimming classes.

“The landscape has changed dramatically since we conducted our first survey five years ago, but this survey shows there is still a growing and healthy demand for baby swim teaching and that can only be good news,” said STA head of accounts Zoe Cooper.

“Parents clearly recognise that it is important for their babies to gain confidence in the water and by sending them to baby swim lessons, it means their youngsters are being properly prepared for more formal swimming lessons.”
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NEWS
Poor pool capacity could hinder baby swimming boom, says research
POSTED 27 Feb 2015 . BY Jak Phillips
82 per cent of survey respondents felt the baby swimming sector had grown over the past five years
The infant private swim school sector that has surged in the UK over the past decade is yet to reach its peak, although growth could yet be checked by a lack of pool capacity, a Swimming Teachers Association (STA) survey has found.

Despite recent Sport England figures showing that overall swimming participation saw an eight per cent drop over the last 12 months, the baby swimming market remains buoyant.

Around 82 per cent of the swim schools which took part in the latest survey from awarding body STA said they had seen a “significant” rise over the last five years in the number of babies (youngsters aged two and under) they teach weekly. The survey, which drew 206 responses from schools which teach a combined 50,000 babies each week, was a follow up to research carried out in 2009, designed to measure the industry’s progress over the past five years.

Almost 86 per cent of respondents said the baby swim market had not yet reached its peak, although many warned that growth could be capped because of pool time availability.

More than half admitted that the increase in demand for lessons compared with pool time availability was a concern; while 58 per cent said the limited number of pools also gave them cause for concern. Just over one third (34 per cent) also cited a lack of adequately qualified teachers as a problem for their business, compared with 24 per cent five years ago.

On a positive note, 60 new swim schools are reported to have opened since the last survey, a growth of more than 27 per cent in five years, and almost 70 per cent of all respondents said they had a waiting list for baby swimming classes.

“The landscape has changed dramatically since we conducted our first survey five years ago, but this survey shows there is still a growing and healthy demand for baby swim teaching and that can only be good news,” said STA head of accounts Zoe Cooper.

“Parents clearly recognise that it is important for their babies to gain confidence in the water and by sending them to baby swim lessons, it means their youngsters are being properly prepared for more formal swimming lessons.”
RELATED STORIES
ASA names Nick Caplin as new director of participation


The ASA has appointed Nick Caplin as its new director of participation, tasked with spearheading efforts to increase swimming and aquatics participation in England.
FEATURE: Swimming pools: Stop treading water


Pools cost substantial amounts of money to run, so how can operators mitigate any losses, maximise ROI and safeguard the future of their swimming pools?
MORE NEWS
Butterfly sanctuary to host hot yoga during retreat at Jersey Zoo for Hotel de France
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
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Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
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COMPANY PROFILES
iPlayCO

iPlayCo was established in 1999. [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Taylor Made Designs

Founded in 1993, Taylor Made Designs supply corporate clothing and brand-enhancing merchandise to [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

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