Maximising aquatics revenues - increasing usage and managing costs

Swimming is the most popular participation sport, with over 2.5 million adults swimming weekly, yet swimming pools across the nation are not being used to their full potential. Pools are expensive to maintain, manage, staff and program, therefore optimising pool usage and cost saving strategies are vital. This seminar will explore how to successfully implement and market innovative aquatics programming for a range of users and provides a great experience for swimmers, while examining maintenance strategies and cost savings.


Wednesday 10th May - 11.15 - 12.30

Damian Stevenson, Insight and Partnerships Director at Swim England (formerly ASA)

Day 1: 11.15-12.30: Business

Damian Stevenson is the Insight and Partnerships Director at Swim England (formerly ASA).

He is passionate about improving customer experiences and the benefits this has on individuals, communities and the activity sector as a whole.

His team have been fundamental in rolling out behavioural insights that have led to the development of enhanced customer experiences across many parts of the aquatics sector. These experiences are designed to build a strong sense of achievement and satisfaction amongst existing swimmers, whilst encouraging ‘non-swimmers’ to re-discover their love of splashing about in water!

Whilst much of the ASA Insight Team’s work is specific to the aquatics industry, increasingly our insights are being used by other parts of the activity sector, helping to distil insight into relevant, operational action plans. Given this context, Damian is delighted to be chairing this session, to show the benefits of sharing insights and best practice across the industry.

Presentations in this session

Using insights to understand what customers want

Speaker: Damian Stevenson, Insight and Partnerships Director at Swim England (formerly ASA)

Optimising pool usage across 42 pools - innovative programming, marketing and customer experience

Speaker: Alyson Zell, Aquatic Business Manager at Freedom Leisure

Drown prevention strategies and the latest technologies

Speaker: Martin Symcox, Director of IQL UK and Water Safety Management at Royal Life Saving Society UK

Speaker: Robin McGloughlin, Director at Poolview

Speaker: Helen Meckiffe, Contract Manager at Places for People

Effective maintenance strategies - planned maintenance, energy management and staff training

Speaker: Nicole O'Callaghan, Business Development Director at JC Leisure

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