Leisure DB’s State of the UK Swimming Industry Report 2024, published on 1 August, shows that demand for swimming remains high, but there are fewer pools to meet that demand.
The UK’s swimming pool stock continues to shrink, with the number of public and private facilities with pools decreasing by 2% in the 12 months to 31 March 2024. In total, there were 4,272 swimming pools on 31 March 2024 – compared to 4,351 the year before.
These are the topline findings of the State of the UK Swimming Industry Report 2024, compiled by market intelligence expert Leisure DB and published on 1 August (the full report is available to read, for free, at www.leisuredb.com/publications).
Both public and private sectors experienced the same percentage fall (-2%) in the number of sites with pools, compared to March 2023. This contrasts with the previous year’s data, where the drop was more marked in the private (down to 1,309 from 1,344) than in the public sector (down to 1,646 from 1,664).
The demand for both casual swim and swim lessons remains strong, according to the operator interviews woven throughout the report. Operationally, many operators comment on a return to “business as more-or-less normal” following the pandemic, with “a shift back to more traditional peak times” in a sector that is “still very buoyant” both for casual swim and swim lessons.
The average public sector pay-per swim fee has also reached a record high, while in the private sector, Nuffield Health reports a 70 per cent higher lifetime spend among adults who take swim lessons. Yet the backdrop is a continued steady decline in pool stock.
VIEWS FROM THE POOLSIDE
“The national picture is concerning,” confirms Mark Haslam of Places Leisure in his interview.
“Pools are disappearing rapidly, with local authorities often lacking the funds to build new ones. Closures are outweighing new openings and forecasts suggest the number of UK facilities will halve by 2029.”
GLL’s Andrew Clark adds: “We’re seeing some new facility projects costing £30–40m. As a result, two pools are closing for every new pool opened, leading to a net loss of water space.”
Operators and suppliers throughout the report share their advice on optimising pool capacity, maximising yield and driving efficiencies, as well as sharing details of initiatives to re-grow the UK’s pool stock.
“We must also challenge ourselves to review how we position our pools,” says Leisure DB founder David Minton in his foreword, pointing to the likes of GLL, which is focusing its pool operations around health and water safety. ‘Leisure’ feels like a choice. ‘Health’ feels essential,” explains Clark.
Swim England’s Andy Salmon adds:“Swimming is facing some significant challenges, but some even greater opportunities. The glass is more than half full. 2023 research by Swim England shows that swimming generates £2.4bn of social value in England each year and prevents more than 78,500 cases of ill health. That includes more than 22,000 cases of diabetes and 2,500 cases of dementia. It saves the NHS over £209m a year.
“I’m really excited by this – by the role swimming can play in the health of the nation – and keen to accelerate this work via social prescribing, for example, which is growing fast and a very interesting opportunity. All physical activity is beneficial, but I speak to so many medical professionals who point to the unique value of swimming in particular as a non-weight bearing activity.
“I’m also focused on better communicating these benefits, making a strong case to government to keep existing pools open and replace ageing stock. “speaking with one voice is key to this agenda, which is why the new spirit of collaboration in the sector is so important.”
CRUCIAL DATA
With expert commentary, interviews and advice throughout – plus a full breakdown of pool numbers and locations, openings and closures, public and private sector leaders, fees, facilities and more – the State of the UK Swimming Industry Report 2024 makes for a fascinating read.
“Our thanks go to all our expert commentators and, of course, to our partners who have enabled us to share this fantastic report for free,” says David Minton.
“At Leisure DB, we have a vision of a robust aquatics industry that’s powered by the democratisation of data. It’s why we’re freely sharing this report, to help inform better decisions and put this vital sector back on a strong footing.”