We’re celebrating after our efforts to encourage more people to swim earned a prestigious industry award.


SLM Community Leisure Charitable Trust walked away with the Insight of the Year accolade at the ukactive Active Uprising Awards – the UK sports and leisure sector’s largest celebration of innovation and excellence.


We were given the gong for a project that has resulted in an increase of one million visits to our pools. After conducting research into the swim habits of adults, we discovered that a reluctance to be seen in swimwear was acting as a barrier to their participation. As a result, we introduced a new swimwear policy that allows more modest items, such as t-shirts and leggings, to be worn over the top of traditional swim attire.


Swimming is a core activity offered through SLM Community Leisure Charitable Trust, which is a subsidiary of Sports and Leisure Management Ltd, known by its consumer brand as Everyone Active.


Everyone Active also walked away with two more accolades. The fist was given to Lammas Leisure Centre in Ashfield for the work it does to tackle health inequalities among young people. The Kids Award acknowledged the wealth of programmes offered at the site that support children to develop healthy lifestyle habits and protect their long-term wellbeing.


The second accolade was awarded in recognition of our advanced digital approach, which has made activities such as swimming lessons more accessible to customers. The Digital Transformation of the Year Award also recognised our use of technology to maintain the engagement of children on its swim scheme and allow both teachers and parents to track their progress more accurately.


David Bibby, managing director, said: “I am very proud of these successes and the dedication of our teams in achieving them. Alongside our local authority partners, we work extremely hard to improve the wellbeing of local communities. I am delighted that the positive impact of these partnerships has been recognised on a national stage.


“These awards cement our status as one of the most progressive and forward-thinking operators in the sector. We will continue to build on this and employ innovation as a means of helping more communities benefit from activity.”


More than 800 guests attended the awards ceremony that was held in Manchester on Thursday 6 June.