Swim Smarter Together
Collaborating with swimming pool operators to strengthen industry insights — a clearer picture of participation, geography and demographics across UK aquatics.
The initiative
We are enhancing the State of the UK Fitness Industry Report by including detailed demographic insights to better understand who swims in the UK. This addition will allow the report to provide a clearer picture of participation trends — so we can swim smarter together.
To achieve this, we are inviting swimming pool operators to collaborate by securely sharing anonymised member postcode data. This will allow us to map the geographic distribution of swimmers and link it to demographic patterns, without identifying individuals.
Objectives
- Build a clearer picture of who swims in the UK
- Identify geographic and demographic participation trends
- Support evidence-based decision-making across the sector
- Highlight opportunities to increase access and inclusivity in swimming
What we are asking for
Participating operators are asked to share member full postcodes (e.g. SW1A 1AA) — nothing more.
- No personally identifiable information such as names, emails, or phone numbers will be collected.
- A UK postcode typically represents a small cluster of addresses, often covering around 15 households, meaning the data does not identify individual swimmers.
- Data will be aggregated and anonymised before analysis.
I would like to Swim Smarter Together
Tell us a little about your organisation and we'll be in touch with next steps for joining the initiative.