FreeFlow, held on 5 September at London Aquatics Centre, provided a platform to explore the future of swimming and aquatics within the fitness and leisure sector. The event also had a strong emphasis on sustainability, technology, and inclusivity.
Co-hosted by Leisure DB, Hutchi, and Everyone Active, FreeFlow brought together the UK’s swimming and pool industry, showcasing discussions, presentations, and networking opportunities. The event kicked off with an inspiring introduction from Dame Rebecca Adlington, a double Olympic gold medallist, setting the tone for a day of forward-thinking discussions.
Dan Harrison, Partnership Manager at Leisure DB, followed with an exclusive overview of the newly launched State of the UK Swimming Industry Report 2024 (to download the report, visit: online.flippingbook. com/view/353936940/), shedding light on the latest trends, challenges, and opportunities within the UK leisure and aquatics sector. His data-driven insights laid a solid foundation for the day’s discussions.
Achieving Net Zero – greener facilities
The first panel of the day focused on the critical and timely topic of Achieving Net Zero in leisure facilities. The panelists, including Lucy Findlay-Beale from Elevate, Keith Ashton from Space and Place, Andrew Crowley from OS GEN, and Mark Massetti from Watford Controls, explored innovative solutions to reduce energy consumption and promote environmental responsibility across the industry. The conversation highlighted
how sustainability is becoming an essential pillar for the future of leisure centres and swimming pools.
The Art of Technology
Technology took centre stage in the Art of Tech panel, where industry leaders discussed cutting-edge solutions transforming the aquatic and fitness industries. Chris Hayes from SPATA led the discussion, followed by insightful contributions from Eyal Amit of Lynxight, Fiona Creswell from Hutchi, Ben Wilkins from Good Boost, and Marc Jones from CoursePro. Together, they demonstrated how technology, from AI-powered systems to personalised user experiences, is reshaping the way we interact with aquatic spaces, enhancing operational efficiency, and improving user engagement.
Networking and Innovation
The event provided ample opportunity for attendees to network, exchange ideas, and explore potential collaborations. A dedicated networking break allowed professionals to connect, while Hutchi showcased
its innovative 4m wide screen technology, offering attendees a firsthand look at how digital advancements can streamline operations and enrich user experiences with the likes of the digital, virtual Hydrohex workouts.
What is the Future of Swimming?
An engaging session on What is the Future of Swimming followed, led by Steve Parry MBE, former competitive swimmer and Olympic bronze medalist, alongside industry experts including Dave Candler from STA, Jo Talbot from RLSS UK, Howard Harrison from Water Babies, and Andy Salmon from Swim England. The panel delved into the future of swimming programs, focusing on enhancing participation, safety, and the overall experience of water-based activities. A key theme of the discussion was how to make swimming “cool” again to drive greater participation among younger generations and the importance of data sharing within the newly formed Swimming Alliance to future-proof the sport.
The Power of Language for Inclusive Fitness
The closing session, The Power of Language for Inclusive Fitness, led by Fiona Creswell from Hutchi and Sarah Le Brocq from All About Obesity, was a powerful and thought-provoking exploration of how language shapes inclusivity in fitness environments. Both speakers emphasised the importance of using language that fosters accessibility, creates welcoming spaces for people of all abilities and backgrounds, and promotes positive body image.
This session highlighted the need to shift the narrative in the fitness sector—away from narrow ideals of fitness perfection and towards a more inclusive culture that celebrates movement, health, and community for everyone. Whether through marketing materials, customer interactions, or instructor training, Creswell and Le Brocq made it clear that language plays a pivotal role in shaping perceptions of fitness and belonging.
FreeFlow was supported by the following companies and organisations:
Alliance Leisure
Les Mills UK (LMUK)
PSLT Limited
CoursePro
Hutchi
Good Boost
Lynxight
Leisure Energy
Generation
Prospec Limited
Royal Life Saving Society UK (RLSS UK)
Ruth Lee Ltd
SPATA
STA
Water Babies Ltd
Looking Ahead
The FreeFlow Swimming Conference set a new standard for industry events, combining insightful discussions, innovative solutions, and a collaborative spirit. As the leisure and fitness industry continues to evolve, the key takeaways from this event—sustainability, technological innovation, and inclusivity—will remain at the forefront of future progress.
“This event marked just the beginning of an ongoing conversation about how we can collectively drive the swimming and aquatic sectors toward a more sustainable, innovative, and inclusive future.” said Dan Harrison from Leisure DB.