A new aquatics partnership has unveiled plans to get more people across the country taking the plunge.


Swim England and Everyone Active recently announced their mission to ‘create a nation of swimmers’ through a new three-year collaboration. Now, the two organisations have unveiled their year-one ambition to help towards this mission – achieving 10 million swims at Everyone Active pools by the end of 2019.


This ambitious goal will be achieved by focusing on the ‘occasional swimmer’ and the benefits that swimming regularly could bring to them. Understanding the reasons why individuals currently swim and what is stopping them from doing so more often will help the two organisations to secure the continued participation of swimmers, as well as attracting new audiences into the pool.


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.


Swim England and Everyone Active will work together to carry out the research, utilising insight from Everyone Active’s 120 pools and the local communities in which it operates. They will also work together to identify and challenge the common misconceptions around swimming, which they believe can act as a barrier to participation.


© 2019 The SLM Community Leisure Charitable Trust


The Trust is also a Registered Society, registered with the FCA as an exempt charity (register number 30005R)

  • Facebook - Grey Circle
  • LinkedIn - Grey Circle