Monthly Insight Report#3 (November 2012)

Transcription

1 Contents 1. Executive Summary: (p.1) 2. How to use the month insight report (p.10) 3. Personas (p.11) 4. October National Data Collection: Introduction (p.13) 5. October National Data Collection: Learn to Swim (p.14) 6. October National Data Collection: Adult swimming (p.29) 7. Overall National Data Collection: Mapping our responses (p.44) 8. Interesting articles summary (p.45) 9. Project findings (p.45) 10. What s on the cards this month? (p.54) 1. Executive Summary How to use the month insight report You may find that there are snippets of information that you can use to: Gain buy in from your local leisure providers to support ASA programmes / advice Encourage leisure providers to review their current programmes Make evidence based decisions Personas Please note: THIS IS NOT THE FINISHED PRODUCT! We have a step-by-step process to follow before we fully implement the persona project, but I am happy for you to test the waters using the attached personas and start promoting the good that they can do. This presentation will help you to understand the persona concept: This online widget tool will help you to identify which persona you fit into yourself!

2 October National Data Collection: Introduction 16 Data administrators distributed 2 questionnaires across public areas (supermarkets, leisure facilities, community centres, GP surgeries). Parents of children on learn to swim schemes and adults who swim (of any swimming ability and background) were invited to complete one, but not both, of the questionnaires (q1 = learn to swim, q2 = adult swimming). Consent for involvement in the study was obtained through participant signature. By the end of October 2012, 544 data sets were obtained and analysed. October National Data Collection: Learn to Swim Consumer specific feedback The feedback depicts that most children receive between 1-5 badges a year (58%). Of this group a third receive 1 or 2 a year. Parents state that their children like receiving badge incentives and therefore, the rewards are perceived as a retention tool. BUT! This retention tool has to be low in price to work (under 3). Parents of children who receive 1-2 awards a year would like more. Offering medals as a form of reward/ recognition for reaching certain swimming stages is an attractive prospect for parents (86% of parents are interested in the offer of learn to swim medals). Most parents are happy to up to 4 for the medal. 61% of parents would prefer to pay for their child s badges / rewards separately to their swimming lesson payments, they do not want it inbuilt into their monthly direct debits etc. It seems that the process of becoming aware that their child has received a badge is directly from the child themselves. Parents would prefer to be informed through a badge slip or by a text/ alert. Parents would prefer to receive their child s badges as soon as they have achieved them, either on poolside from their teacher or from the pool reception. In terms of brand recognition, parents identify with and would prefer to see products endorsed by ASA, British swimming and athletes. When choosing a swim school, parents look for ASA endorsed schools and base their decision on the locality of it along with recommendations by other people. Parents remain undecided as to whether an individual membership to ASA is something that appeals to them. A 5 to 10 one of or annual charge is the expected amount that people would expect to pay for a membership. 77% of parents would like a membership to include all badges and certificates, 58% of parents would like a membership to include swimwear, and swimming equipment.

3 The data collection identifies that badges are used as a form of reward and recognition, but they also play a role in retention and motivating a child to continue with their swimming participation. When asked why they enrol their child onto learn to swim schemes, 63% state that it is to ensure their child can remain safe near / in water. 21% stated that the main reason for enrolling is so that their children can learn to swim independently when they are on holiday. Only a small proportion of parents went by the 25m principle whereby they assume their child is a competent swimmer if they are able to swim one length of the pool (when in reality, this is not a great reflection of the dangers of open water). Over half of the respondents had something negative to say about school swimming lessons (i.e. they are too cramped, short and there s lots of waiting around wasted teaching time). Only 5% of parents receive a school report on their child s swimming with nearly 60% of parents receiving no update on their child s swimming lessons. Parents rely on feedback from their child. Parents welcome any form of swimming participation at secondary with some even willing to pay a supplement to achieve this. The majority of parents surveyed swim either regularly or sporadically with their children which is an encouraging sign, although there are still a large proportion who only swim with a family very rarely or on holiday. The most popular offers to families (that would encourage them to swim as a family more often) include are discounted family swims, family swimming lessons and access to more play and teaching equipment on poolside to make swimming more fun and interesting. Customer specific feedback 98% of providers said that a motivation for them to sell the awards was to reward children s efforts, 45% said it was in order to provide a service, 34% said it was to increase revenue for recruiting and retaining children on Learn to Swim Schemes and 29% a reason for selling awards was to increase revenue through badge sales. They buy in badges at 1.72 (average, but varies with economies of scale discounts) and sells them to parents at per badge. 60% of customers said that the best way to distribute awards was over the counter. 93% of customers said that the offer of rewards lead to increased motivation for children to attend swimming lessons. There is currently no consistent way of measuring / monitoring learn to swim scheme output. 29% of customers would like the ASA to offer their own standardised administrative software with 36% saying they weren t sure about the concept and 35% not seeing the need for it.

4 71% of customers would be interested in attending a pool programming course that would help to evaluate, monitor, review and implement learn to swim changes. 68% of customers would not be prepared to pay an ASA consultant to come in and assess their learn to swim schemes. A marketing portal that would have all learn to swim marketing material available would appeal to 46% of customers with 42% not sure. 82% of customers would be interested in a Learn to Swim accreditation, as it would give their customers faith in their scheme and also be a good way to regulate teachers and the lessons they deliver. October National Data Collection: Adult swimming The majority of questionnaire respondents were women (60%) aged between years old of British White ethnicity (88%). The group were typically managers, supervisors, trainees, interns or retired. The majority of this group are strong swimmers (able to swim 200m without stopping), but despite this, a large proportion of the respondents swim rarely or on holiday (46%). 39% swim once a week or more. The respondents mainly swim to keep fit, or spend time with their family. The respondents state that they prefer to swim weekdays 10-2 and 6-8pm. The most unpopular times to swim are weekdays before 6am, or after 10pm and weekends before 8am and after 6pm. 21% of the respondents said that the winter months (and more specifically Christmas time) stops them from swimming because it is: too cold, too dark, a busy time (participants have other priorities) or the pool is full of young people (overcrowded and noisy). The majority of the group (56%) state that they enjoyed swimming the most between the ages of 8-14 years old because they could swim independently of their parents, mess about with friends and show off a relatively good swimming ability. Their enjoyment or frequency of swimming participation reduced when this group had children (19%) started a new job (18%) started a new sport (16%) or went to university (14%). These transition points in life are associated with changes in time availability and finance. Additional barriers to swimming cited by this group include I prefer other sports, I can burn more calories out of the pool and I don t feel confident in the water and I don t want people to see me in a costume. When swimming participation reduces, common activities that replaces it include: going to the gym, team sports, family time and walking. Changes / Offers of interest to this group (that would encourage them to swim more) include discounted general swims and more pool programme variety that allows for quiet spacious swims. These changes should be marketed to this group through personal s, posters at the leisure centre, facebook and the local newspaper.

5 Project findings Glasgow legacy: 2012 Olympics findings: Assumptions that role models are able to largely stimulate mass participation through inspiration are not supported by robust evidence. The Games can, however, generate a sense of national pride. 70,000 people volunteered as Games Makers during London 2012 Games. 45% of adults in Britain say that they are more likely to volunteer as a result of the Olympic and Paralympic Games = 19 million people aged years old. Perceived benefits (tourism, facilities) associated with the Olympics outweighed the perceived risks (traffic and terrorism). Gold Challenge (100,000 adults raised money for charity whilst working towards a personal challenge in multiple sports). 43% of non disabled people now are more positive / open minded about disabled people in general. Channel 4 s coverage of the Paralympics and the daily comedy show the last leg contributed (through awareness and education). 79% of disabled members of the public are now considering taking part in more sport or exercise ASA survey = 74% of respondents say that their swimming behaviour will not change as a result of Olympics/Paralympics (this holds true for predicting behaviour 2months on and 12 months on from the event). Main reasons for this were yes, they are inspired, and yes, there is a certain level of awareness of the need to get fit, but the barriers to participation still exist (i.e. no idea how to fit activity into a busy day and a lack of awareness of local opportunities fears that they will need to commit rather than exercise ad hoc). Like the new year resolution period, good intentions fizzle out if unrealistic goals are set, or motivation lags because friends and family do not support. Working Rush and Me Time personas are most likely to positively change their behaviour as a result of Olympic inspiration. Recommendations for Glasgow 2014 made from findings: Identify a goal that can be catalysed by the Glasgow Games that may require a need to bypass swimming political concerns (an event can justify the reason for pushing forward with change). But! Must bear in mind that there are several conditions needed for any successful implementation: o External circumstances should not impose crippling constraints o Adequate time and sufficient resource should be allocated o Changes must be based on robust and valid cause and effect theory o There must be few intervening links and factors required and where feasible one implementing agency o Clear and consistent understanding and agreement of policy change objectives o Clear and consistent understanding and agreement of the policy tasks and lines of procedure (lines of authority) o o Perfect and direct lines of communication Try to reduce policy ambiguity and policy conflict (more often than not, if ambiguity is high, then conflict is low. And vice versa. Keeping them both low is a key skill that relies on relationship building and information sharing)

6 Athletes visiting clubs and schools is useful, but should not be a priority if it means high expenditure. The role model effect is not supported with high impact evidence, so if implemented, an athlete visit should be part of a school and club or community and club link (i.e. more than just a visit). Clubs should then be supported to cope with an upsurge in membership enquiries. Make better use of the pool finder website. Participation events should include opportunities to have 1:1 meet and greet / motivational interviewing sessions with aquatic advisors. Spend time goal setting, making links to recreational or social clubs that encourages frequent and prolonged contact for reinforcement of swimming behaviour (prevent relapse to non swimming activity). Make use of new personas and diagnostic tool (i.e. plug in client information, then identify their persona and prescribe specific swimming activity that is relevant to them). Facilitate social networking for volunteers (i.e. personal and work lives enriched and avoid any feelings of unnecessary hierarchy). Need to alter feelings of episodic volunteering (i.e. i ll just help on the one off need to push this forward to give them the volunteer bug). Subsidise qualifications, enhance 2 ways communication, work with workplaces to allow them to give time off in lieu for volunteering hours, set realistic workloads for volunteers through pebble pad, enhance reward packages to include priority ticketing for major events, sport products, chances to be an assistant for big event roles at least once a year. Recruit for help rather than volunteers (the latter term has been associated with large commitment) Supporter hubs during the games that should be linked to exit routes (sign up to a recreational club whilst you are there / come and join us at the next flash mob event). Any supporter events should strive to collect individual membership details (i.e. sign up for free to Swimming membership to receive future offers tailored to suit your persona a list of about 10 questions would need to be answered such as age / / ability / swim frequency / goals / barriers) Event development - Make better use of ex athletes for commentary and mass participation games in the crowd. Introduce a text a question Social network analysis (SNA) SNA can help to identify where sources of knowledge lie in an organisation and then can make recommendations on how to make the knowledge more readily available. Without SNA you can end up with duplicated work, slower processes, and loss of innovation due to mismatched employees working together. Data collection highlighted several common themes for ASA employees: Individuals were contacted for information if: o They had worked in ASA for many years o They had a deep understanding of the area (e.g. CRM super users)

7 o They were helpful and approachable o They were accommodating and suited the working style of the person seeking the information o They were a close friend (knowledge exchange tit for tat) o They were efficient in their reply o They didn't know of anyone else who could help in the organisation o They could approach the person in order to avoid overwhelming someone else in the organisation o They were geographically close (I.e. Adjacent desks) Individuals were avoided and not contacted for information if: o They felt it would be a burden / bother o They would have to wait for a slow reply o They were unapproachable o They hadn't dealt with them in the past (this was a very common theme each interviewee said this in their interview) o They usually reply with 'I'll get back to you' - but then never does o They tend to answer their question with more questions (they put up more barriers rather than helping) o They were a head of a department o They usually just pass the query onto someone else (which can confuse matters further) Suggestions: Introduce boundary spanners that share information around the organisation- raise awareness and provide communication channel between main network and peripheral (for example, the monthly insight report could be expanded to include PDT updates etc). Using a system such as EKE (that can track where information lies via ) promote sources of information across the organisation. For those employees on the periphery of knowledge sharing, enhance collaboration through social relationships encourage Fish philosophy. Offer group rotation to enhance awareness of where knowledge sources lie. Heads of department to raise awareness of the need for timely replies to information requests and highlight the consequences of poor responses Active Workplaces literature review - reducing absenteeism and presenteeism in the workplace Through persona analysis, we know that the typical workplace employee wants: To focus on losing weight, getting fit and relaxing, not stroke development. Any stroke development should be hints and tips and support rather than teaching. To have team / social trips to the pool. Manager to allow 2 employees to have a swim at the same time (bring a friend for free = social and confidence, plus more likely to go as if they don t, they would be letting someone else down) Allow for two birds one stone philosophy so that employees can use time effectively e.g. tag a swim onto other activities such as first thing showers, gym sessions, post work on the way home. Offer occasional female / male only sessions Offer aqua sessions in shallow water for those who are not confident swimmers

8 Marketing messages should explain how many calories that can be burnt and reduce heavy wording of swimming and aquatics Set individual, realistic SMART goals for an employee to work towards (appraisal for the water!). These goals should be tackled in a variety of ways and frequently revisited to prevent lack of motivation and boredom A charity workplace challenge (63% of people would exercise more with a goal) Manager to introduce a flexible working scheme (e.g. extra 15mins at lunch, flexi time) Make use of aquatic champions. These aquatic champions can set up sessions through calendar invites / workplace facebook groups / reminders for when to swim / drinks after a dip. Aquatic champions / session leaders need to remain consistent to avoid loss of commitment / interest from employee Key messages to promote: o o o o o An unfit employee who has 2 other risk factors (smoking, drinking, stress, overweight) is 50% more likely to be absent from work Performing higher-intensity exercise such as sprinting will burn more calories than a lower intensity exercise. Also elevates body metabolism for longer. Regular swimming is associated with decreased depression and anxiety, improved stress management and improved overall mood state. Running 11min miles burns the same amount of calories as frontcrawl the difference is, the weather is nicer in the swimming pool! Aqua aerobics can be done at whatever intensity you want you work with the density of water, not the speed of the rest of the class. The density of water means that swimming is great for injury rehab Main objectives of an Active Workplace programme Be preventative, not just remedial (i.e. prevent worsening of illness, make people feel better, prevent healthy people getting ill in the first place). Preventative costs are lower than remedial costs. Remedial costs can be about 4k or 15% of someone s salaries. o A 50k investment into reducing absenteeism (getting sick people healthy) can get you back 200k o A 50k investment into prevention (getting healthy people to stay healthy) can get you back 450k) o Someone leaving the workplace can take 6 months to fully replace (if an hourly rate employee) and 18 months to replace (if a senior manager) Explore the causes of poor workplace health in other areas (i.e. other contributing factors that can t be addressed through an active workplace scheme): Swimming is just a distraction from workplace issues, therefore workplace improvements will only be sustainable in the long term if other issues are addressed

9 Swimming offers- does it Get People Swimming? Overall 29,528 offers were issued online, with 72,443 online vouchers downloaded. Most offers had more than one voucher so that the customer could swim more than once, thus creating a habit. Only 2,442 vouchers were redeemed (9.4% without additional evidence in the form of till reports), This low redemption rate could be contributed by pool providers not collecting the redeemed vouchers/ data collection issues (hard for AOs to collect vouchers in geographical spread). 5 core offers - most popular offer downloaded was 2 for 1/ Bring a Friend (36%), followed by Bring your Family (23%). Emphasising the fact people like the social element of swimming. Based on numerous calculations - cost per voucher user (i.e. click on link, download voucher, then redeem the voucher at the pool) is Yes it did remove the cost barrier for members of the public, but did it get new people swimming? It got existing people swimming more regularly a stepping stone to membership. Not necessarily new people giving swimming a go. I.e. existing consumers saved money (product displacement) not new people entering a facility for the first time. The swimming offer s website did give us a lot of participant data (identify which personas respond to which marketing / offer) but, this data collection service could be done much more cost effectively through an alternative casual membership type service (we have been terming this individual membership a project headed by Rachel Washington). Customer feedback: 97% felt the swimming offers campaign was a good concept, with 93% interested in participating/ using this promotional tool again in their sites. 97% of sites felt that Swimming Offers should be linked to our pool finder database- centralised information whereby all swimming related offers (from British Gas, Kelloggs, Speedo etc as well as Swimming offers) can be found. These findings have been discussed and considered at the December SIT meeting. An action plan of next steps for the website will be shared soon by the Product Development Team. What s on the cards this month? Moving through to the new year, the Insight team will be focusing on the following... Swimfit: A new M&E process for Swimfit will soon be shared by the Swimfit development team. We have tried to limit the amount of chasing AOs will need to do with Swimfit sites. Only essential information will be collected predominantly online. Glasgow Legacy: All ASA staff will be asked to answer a short survey that explores their experiences of the Olympic and Paralympic Games.

10 EKE: As some of you may already be aware, we have a PhD student (Junior Onojeharho) working along the informatics team. Junior is working hard to develop a new add on for our outlook system (called EKE) that will identify who are the best people to ask about certain aspects of GPS. We are in test and learn stage. (NB: The below projects will not require the input of Aquatic Officers over the next month (unless they are already directly involved with the programme development team), this is more of a heads up opportunity for you to know what research is on its way full descriptions on the last page of the report) School Swimming Volunteer strategy BME persona design Pool programming Women s Swim Networks Active Universities Waterbabies Swim Active Officials Active Workplaces Swim4Health 2. How to use the monthly insight report The way you use this report will vary between person to person. It will depend on your job role, your current area of focus, and the clients you are visiting over the coming month. Informatics do not expect anyone to read through the report and make notes! But, you may find that there are snippets of information that you can use to: Gain buy in from your local leisure providers to support ASA programmes / advice Encourage leisure providers to review their current programmes Make evidence based decisions

11 3. The Personas It s been a long old slog, but we re almost there with the personas! They have been designed in draft, with a basic widget in place that can be used to identify the persona that suits an individual. Please note: THIS IS NOT THE FINISHED PRODUCT! We have a step-by-step process to follow before we fully implement the persona project, but I am happy for you to test the waters using the attached personas and start promoting the good that they can do. The step by step process will include: Finish design of personas Test each persona and learn from findings (e.g. implement a student session based on the student splash persona headings and explore the impact made) Receive feedback from key partners to see if we can reduce the number of personas o Women s sport and fitness foundation o Sporting Equals o English Federation for Disability Sport Fully proof read and enhance the personas through marketing Develop the widget to work to its full capacity o Create a consumer widget (i.e. ability + motivations + barriers = persona) o Create a customer widget (i.e. age + gender + frequency + activity = persona) o Create a marketing team widget (i.e. age + offer type + marketing method = persona) Make widgets and personas fully available Introduce a data analysis service to leisure providers whereby we can interpret their pool usage data using the personas to make pool programming and marketing strategy recommendations This presentation will help you to understand the persona concept: This online widget tool will help you to identify which persona you fit into yourself!

12 Persona categories Wader Torpedo Mini Torpedo Club swimmer Supermum Working rush swim Too tired to even float! Family splash Water workout Challenge junkie Swimming socialite Mature and active Early bird Night owl Zig zaggers Pruney and proud Post gym dipper Swimming off sins Doctor dip Me time Student splash Holiday hydro (youth) Holiday chill (adult) Dad's dip: Too shy to swim School support (11-16 school swimming) Water phobic Swimming is slipping Disability dip Stigma swim Master of the pool Swimming is life

13 4. October National Data Collection: Introduction Project: National Data Collection Method: 16 Data administrators distributed 2 questionnaires across public areas (supermarkets, leisure facilities, community centres, GP surgeries). Parents of children on learn to swim schemes and adults who swim (of any swimming ability and background) were invited to complete one, but not both, of the questionnaires (q1 = learn to swim, q2 = adult swimming). Consent for involvement in the study was obtained through participant signature. By the end of October 2012, 544 data sets were obtained and analysed. Specific information: The findings presented in this report are generic. If a venue / area would like a more detailed breakdown, please contact sarah.melville@swimming.org Supporting our leisure providers PPP offers... We are able to support you National data collection Focused case studies Or both! Charges for additional research Option 1-6 per questionnaire completed Option 2-4 per questionnaire analysed Option to develop the questionnaire Option 4 - full package offer (min 50 responses, questionnaire design & analysis) 600. Option 5 full enhanced package offer (case studies approach including 5 x interviews / focus groups, min 50 questionnaire responses, questionnaire design & analysis) 1,200.

14 Supporting our leisure providers Terms and conditions apply! Option 1: Questionnaire quality (ASA reputation) Option 2: Analysis format (Question formation) Option 3/4: Proposal form to be completed clarity ASA questions to be added Workload Informatics Availability of casually employed data collectors Sharing of analysis: ASA own the data National, anonymous findings can be shared Localised findings will go direct to client and AO, but not shared beyond 5. October National Data Collection: Learn to Swim Results # 1: Learn to Swim (n=347) 81 customers / 266 consumers Purpose: Questionnaires distributed across consumers and customers using the ASA learn to swim pathway to: gauge opinions on what the ASA currently offers in terms of rewards ascertain what they may want the ASA to provide in the future

15 Discuss current and possible costs to the consumer and customer Receive feedback on potential ASA membership / accreditation options Look at what other governing bodies offer in the way of membership Findings: The feedback depicts that most children receive between 1-5 badges a year (58%). Of this group a third receive 1 or 2 a year. Parents state that their children like receiving badge incentives and therefore, the rewards are perceived as a retention tool. BUT! This retention tool has to be low in price to work (under 3). Parents of children who receive 1-2 awards a year would like more. Parents tell us that their children like to take their badges into school in order to show them off to friends. Does your child/ren's swimming lesson teacher award badges for their achievements? Would you like more or less badges to be given out?

16 How much would you expect to pay for a badge and a certificate? Offering medals as a form of reward/ recognition for reaching certain swimming stages is an attractive prospect for parents (86% of parents are interested in the offer of learn to swim medals). There is no clear indication whether they would prefer these to cloth badges or as an extra. Medals would be more durable and children like to wear medals around their necks to show off their achievements. Most parents are happy to up to 4 for the medal. How much would you be happy to pay for these medals? (NB - they will be significant in size and weight The most popular forms of payment for swimming lessons are a monthly direct debit (33% of respondents) and paying over the phone or counter termly (39% of respondents). 61% of parents would prefer to pay for their child s badges / rewards separately to their swimming

17 lesson payments, they do not want it inbuilt into their monthly direct debits etc. Parents prefer to have some form of control over what they are and aren t buying/getting. Also, their child may not achieve a certain badge/ stage therefore not be eligible to receive something a parent has potentially already paid for. It seems that the process of becoming aware that their child has received a badge is directly from the child themselves. They are either not formally made aware or they receive a slip from their child which shows that they are entitled to a badge. They would prefer to be informed through a badge slip or by a text/ alert. Parents would prefer to receive their child s badges as soon as they have achieved them, either on poolside from their teacher or from the pool reception. Surprisingly over half of people surveyed were not interested in purchasing a towel to sew swimming badges onto. Parents are, however, interested in purchasing ASA endorsed googles and swimming kit bags and would be prepared to pay over 5 for them. This shows that they values merchandise and could either be a good way to increase revenue or be an added extra within a membership. In terms of brand recognition, parents identify with and would prefer to see products endorsed by ASA, British swimming and athletes. 88% of parents would like the learn to swim scheme that their child is a part of to be endorsed by the governing body of swimming. When choosing a swim school, parents look for ASA endorsed schools and base their decision on the locality of it along with recommendations by other people. Parents remain undecided as to whether an individual membership to ASA is something that appeals to them. A 5 to 10 one of or annual charge is the expected amount that people would expect to pay for a membership. 77% of parents would like a membership to include all badges and certificates, 58% of parents would like a membership to include swimwear, and swimming equipment.

18 How do you currently pay for your swimming lessons? Would you prefer the cost of your swimming badges to be built in to the price you pay for swimming lessons?

19 Where would you most like to access the swimming badges and certificates? (Please tick only one answer) How do you currently find out that your child is eligible for a swimming badge and certificate?

20 How would you like to find out that your child is eligible for a swimming badge and certificate? The data collection identifies that badges are used as a form of reward and recognition, but they also play a role in retention and motivating a child to continue with their swimming participation. Also, direct praise and reward from an authority figure and potentially inspiring role model ie the swim teacher is something that nearly half of parents think is important to them and their child. The ASA are keen to find out how important their swimming badges are to you and your child. Which of the below statements do you agree with?

21 When asked why they enrol their child onto learn to swim schemes, 63% state that it is to ensure their child can remain safe near / in water. 21% stated that the main reason for enrolling is so that their children can learn to swim independently when they are on holiday. Parents see the different stages of swimming attainment as important indicators of when their children reach a level where they are safe in the water. When they get to the end of this journey the majority of parents would consider stopping their children receiving swimming lessons. If their children requested to cease swimming lessons they would also stop them from going. If their children made the progression to a swimming club they also see this as the time to stop separate swimming lessons. Refreshingly, only a small proportion of parents went by the 25m principle whereby they assume their child is a competent swimmer if they are able to swim one length of the pool (when in reality, this is not a great reflection of the dangers of open water). Which of the below has been the most relevant reason for you enrolling your child/ren onto a learn to swim scheme? (please tick only the most RELEVANT reason) I want my child to learn to swim so that they can...

22 When would you consider stopping payment for swimming lessons? (Please tick the most relevant answer to you)

23 Just over half the parents surveyed said that their children have swum at some point with school. This may not be a reflection of the national picture as people whose children swim regularly with school may see this is the way their child learns to swim and therefore doesn t need to receive any more swimming tuition. Therefore, parents who were surveyed that send their children to swimming lessons do so because they don t receive any further opportunities to swim. Of those children who receive lessons at school the number of lessons they receive varies between different schools. Most of the children receive one term s worth of lessons in several primary school years. These lessons are usually taught by a qualified swimming teacher separate to the school. How often does/did your child go swimming with their primary school?

24 Who teaches / taught your child to swim at primary school? What are/were the thoughts of your child regarding their swimming lessons? (Please tick all that apply) The lessons are...

25 The general consensus of parents is that their child finds school swimming fun and a valuable in terms of the opportunity they provide to learn to swim.unfortunately, however, over half of the respondents had something negative to say about school swimming lessons (i.e. they are too cramped, short and there s lots of waiting around wasted teaching time). Only 5% of parents receive a school report on their child s swimming with nearly 60% of parents receiving no update on their child s swimming lessons. Parents rely on feedback from their child. Unsurprisingly as these parents send their children to out of school lessons they view school swimming as important and a good source of swimming education but they don t think they are enough and they need to be supplemented with extras curricular lessons. 25% of parents surveyed think that schools need to make better links with clubs and vice versa. Parents welcome any form of swimming participation at secondary with some even willing to pay a supplement to achieve this. Do/did you receive any updates on your child's swim lessons?

26 What are your thoughts on school swimming lessons? Please tick with the comments you agree with

27 Would you like swimming to be offered to your child at secondary school? How often do you swim with your children?

28 The majority of parents surveyed swim either regularly or sporadically with their children which is an encouraging sign, although there are still a large proportion who only swim with a family very rarely or on holiday. The most popular offers to families (that would encourage them to swim as a family more often) include are discounted family swims, family swimming lessons and access to more play and teaching equipment on poolside to make swimming more fun and interesting. Is there anything that you'd like your local pool to do / provide in order to help with your family swimming? Customer specific feedback 98% of providers said that a motivation for them to sell the awards was to reward children s efforts, 45% said it was in order to provide a service, 34% said it was to increase revenue for recruiting and retaining children on Learn to Swim Schemes and 29% a reason for selling awards was to increase revenue through badge sales. There seemed to be a difference in how much customers purchase the badges for. The most common response was 1.72 per badge. They are then charging consumers between 2.30 and 3 per badge. 60% of customers said that the best way to distribute awards was over the counter. 93% of customers said that the offer of rewards lead to increased motivation for children to attend swimming lessons. Customers currently monitoring what is happening in their learn to swim programmes in various ways (no consistent answer); KPI s, Questionnaires and customer feedback, national

29 plan tick boxes, course pro, swim co-ordinators, database, assessment sheets, registers, Swimsoft, Independent management checks, MRM computer systems, Pool IT, Gladstone, Cascade, Swim 21, swim development officers etc. 29% of customers would like the ASA to offer their own standardised administrative software with 36% saying they weren t sure about the concept and 35% not seeing the need for it. 71% of customers would be interested in attending a pool programming course that would help to evaluate, monitor, review and implement learn to swim changes. 68% of customers would not be prepared to pay an ASA consultant to come in and assess their learn to swim schemes. A marketing portal that would have all learn to swim marketing material available would appeal to 46% of customers with 42% not sure. 82% of customers would be interested in a Learn to Swim accreditation, as it would give their customers faith in their scheme and also be a good way to regulate teachers and the lessons they deliver. Customers would like ASA support in raising the quality of Learn to Swim schemes by; having regular updates on products, more marketing materials, more CPD s, online help with lesson plans, teacher observations, raising the quality of teacher training, lowering the prices of resources, focus groups, sharing ideas, observations of what happens in the centre with help and suggestions, more ASA contact. Entering into an ASA accredited scheme where discounts on awards are offered would appeal to 80% of customers. Within this, they would like to see discounts on IoS courses (91%), discounts on ASA products (86%), marketing (61%), and regional team support (59%). 65% of customers would be interested in the ASA persona around learn to swim parents. Consequently the informatics team have started to develop this persona. 6. October National Data Collection: Adult swimming Results # 2: Adult swimming (n=197) Purpose: Examining and researching when adults swimming participation declines and identifying reasons for this.

30 The majority of questionnaire respondents were women (60%) aged between years old of British White ethnicity (88%). The group were typically managers, supervisors, trainees, interns or retired. The majority of this group are strong swimmers (able to swim 200m without stopping), but despite this, a large proportion of the respondents swim rarely or on holiday (46%). 39% swim once a week or more. The respondents mainly swim to keep fit, or spend time with their family. Which age group do you fall within? 0.0% 0.5% 14.4% 17.0% 8.2% 6.7% 25.3% 16.5% 11.3% Under Over 65 Would rather not say Please specify your gender. 0.0% Male 60.3% 39.7% Female Would rather not say

31 Please specify your ethnicity. 2.6% White; British, Irish, White other (please specify) 1.0% 6.2% 2.6% 0.5% 87.1% Black or Black British; Caribbean, African, Black other (please specify) Asian or Asian British; Indian, Pakistani, Bangladeshi, Chinese, Asian other (please specify) Mixed Parentage; White and Black Caribbean, White and Black African, White and Asian, Mixed other (please specify) Other ethnic background (please specify)

32 Which of the below most describes your main job? Retired Volunteer Casual employee 7.3% 4.7% 16.2% 6.8% 0.5% 6.8% 14.1% 0.0% 5.2% 4.7% 13.6% 19.9% High managerial (or equivalent - e.g. head teacher) Intermediate managerial (or equivalent - e.g. teacher) Line manager or supervisor or uniquely skilled worker Trainee or intern Unemployed Student Skilled manual worker Assistant Stay at home present / house husband / house wife How often do you swim? More than 3 times a week Two or three times a week 3.2% 5.3% 7.0% Once a week 11.8% 7.0% 18.2% 16.0% 15.5% Once every 2 weeks Once a month Very rarely Only on holiday Haven't been in years 10.7% 5.3% Haven't been since I was at school Never

33 Which of the below best describes your current swimming ability? Nervous about getting into the water 6.8% 4.7% 3.7% 4.2% 2.1% I don't mind getting in the pool, but I won t take my feet off the floor I rely on support of others or floats when I m swimming 13.7% I can swim 25m (1 length) without stopping, but no more I can swim 25m to 200m (1-8 lengths) without stopping 42.1% 22.6% I can swim over 200m without stopping Dedicated training swimmer (Regularly train in swimming, but have no competitive goal/intentions Competitive swimmer (Regularly take part in swimming/triathlon competitions / charity challenges) Why do you swim (or exercise in general)? (Please tick one box that describes the main reason) 9.6% 8.0% 0.5% 8.5% 8.5% 12.8% 6.9% 45.2% Socialise with friends Keep / get fit Lose weight Spend time with the family Enhance my skills Relax and unwind Because it's fun to do Other (please specify)

34 I do not swim I only swim when I'm on Weekdays before 6am Weekdays 6-8am Weekdays 8-10am Weekdays 10-2pm Weekdays 2-6pm Weekdays 6-8pm Weekdays 8-10pm Weekdays after 10pm Weekends before 6am Weekends 6-8am Weekends 8-10am Weekends 10-2pm Weekends 2-6pm Weekends 6-8pm Weekends 8-10pm Weekends after 10pm School/bank holidays in School/bank holidays at School/bank holidays in School/bank holidays in The respondents state that they prefer to swim weekdays 10-2 (24%), 6-8pm (18%), 2-6pm (16%) 6-8am (15%) weekends 10-2pm (15%) The most unpopular times to swim are weekdays before 6am, or after 10pm and weekends before 8am and after 6pm. School holidays / bank holidays swims after lunchtime were also unpopular. 21% of the respondents said that the winter months (and more specifically Christmas time) stops them from swimming because it is: too cold, too dark, a busy time (participants have other priorities) or the pool is full of young people (overcrowded and noisy). If you were to go swimming, which of the below times are best for you? (tick all that apply) 30.0% 25.0% 24.3% 20.0% 15.0% 10.0% 5.0% 0.0% 7.9% 13.2% 1.1% 15.3% 11.6% 17.5% 15.9% 12.2% 2.6% 3.2% 1.6% 9.5% 14.8% 12.7% 7.4% 5.8% 1.6% 9.0% 6.9% 7.4% 5.3%

35 I'm too busy I have exams I have too many I can't afford it It's too hot It's too cold I can't travel to the It's too dark outside I can't find childcare I've got no one to go The changing rooms The pool gets too The pool timetable The pool is full of kids The lockers are less The queues at Swimming gets boring Other (please specify) Is there a particular time of the year that you swim less often? (tick all that apply) 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 52.4% 8.5% 1.6% 12.2% 2.6% 20.6% 0.5% 9.5% 5.8% 3.7% Following on from the previous question, why do you think you swim less at this time of the year? (please tick all that apply) 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 19.9% 34.2% 39.0% 15.0% 10.0% 5.0% 0.0% 1.4% 8.2% 4.1% 0.7% 9.6% 10.3% 6.2% 3.4% 1.4% 2.1% 2.7% 0.7% 0.0% 0.7% 0.0%

36 44% of the respondents learnt to swim between the ages of % were a little later between With this in mind, the majority of the group (56%) state that they enjoyed swimming the most between the ages of 8-14 years old because they could swim independently of their parents, mess about with friends and show off a relatively good swimming ability. 18% stated that they most enjoy(ed) swimming at the age of 25-34years old as it was when they were care-free. Their enjoyment or frequency of swimming participation reduced when this group had children (19%) started a new job (18%) started a new sport (16%) or went to university (14%). These transition points in life are associated with changes in time availability and finance. Additional barriers to swimming cited by this group include I prefer other sports, I can burn more calories out of the pool and I don t feel confident in the water and I don t want people to see me in a costume. When swimming participation reduces, common activities that replaces it include: going to the gym, team sports, family time and walking. 0.5% At what age did you learn to swim further than half a length? 1.6% 1.6% 0.0% 0.0% 0.5% 0.0% 1.6% 5.8% 5.8% 8.4% 30.0% 44.2% I have not learnt Under Over 65

37 I have never Under Over 65 At what age did you enjoy swimming the most? (please tick all that apply) 40.0% 35.0% 30.0% 33.7% 29.9% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 6.4% 0.5% 13.4% 13.9% 9.1% 13.9% 18.2% 13.9% 11.2% 7.0% 2.7% Following on from the previous question, why do you think you enjoyed swimming the most at that age? (please tick only one answer) I was swimming at my best ability (technique and speed) I was part of a team I excelled at swimming over other sports / subjects / activities It was fun 0.0% 17.7% 1.1% 0.5% 2.7% 2.7% 2.2% 0.5% 0.5% 5.9% 5.4% 16.1% 11.8% 4.8% 7.0% 21.0% I had my friends around me I swam with my family I always exceeded my expectations I took part in competitions I took part in challenges It was care-free I was not bothered about others watching me swim (I was not self-conscious) I could relax in the pool instead of worrying what else I needed to do that day I really liked my teacher I helped others around me to learn to swim It was my chance to show off

38 I went to college I went to University I started a new job I had a child/ren I had a grandchild/ren My children stopped swimming My friends stopped swimming I became too 'old' for my club, or competitions My local pool closed My local pool changed it's swimming timetable I started a new sport / hobby I had an operation I developed a medical condition that prevented me from My body shape changed None of these reasons apply Other (please specify) Have any of the below circumstances caused your swimming frequency to severely reduce, or stop altogether? (Please tick all that apply) 25.0% 20.0% 15.0% 14.3% 17.6% 19.2% 15.9% 14.3% 19.8% 10.0% 7.7% 7.7% 9.3% 5.0% 0.0% 4.4% 0.0% 1.6% 4.9% 3.8% 2.7% 1.6%

39 I am not confident in the I don't want people to see The pool layout isn't ideal There's never any space The changing rooms aren't The facility isn't very clean Customer service is poor It's too much effort to get I've got noone to go with It's boring I don't know when the pool I can't get to the pool I don't have enough time - My local pool isn't child I can't find childcare, The swimwear rules are I feel that I could burn The cost is too high Other (please specify) Are there any other factors that prevents you from taking part in aquatic activities more often (if at all)? Please tick all that apply. 35.0% 32.0% 30.0% 25.0% 22.3% 20.0% 15.0% 10.0% 5.0% 0.0% 12.0% 10.9% 5.1% 10.9% 4.0% 6.9% 1.7% 10.3% 9.7% 8.6% 4.0% 1.7% 0.0% 1.1% 0.0% 12.6% 8.0%

40 Spending time Caring for Extended or Looking after Leisure activity Team sports Cycling Running / Jogging Walking Golf Horse riding Dance classes Reading Going to the gym Fitness classes Arts and craft Resting / sleep Watching TV Housework Gardening Charity work Coursework None of the above Other (please If you're swimming frequency has reduced over time, did you replace it with any of the activities listed below? (Please tick all that apply) 30.0% 25.0% 22.0% 19.8% 20.0% 15.0% 10.0% 5.0% 0.0% 2.7% 3.3% 9.9% 22.5% 11.0% 18.7% 22.0% 5.5% 2.7% 1.6% 1.1% 26.9% 14.3% 9.9% 9.9% 7.7% 6.6% 3.8% 2.7% 1.1% 13.2% 9.9% Changes / Offers of interest to this group (that would encourage them to swim more) include discounted general swims and more pool programme variety that allows for quiet spacious swims. These changes should be marketed to this group through personal s, posters at the leisure centre, facebook and the local newspaper. Finally the most frequent personas associated with the respondents are: Me Time, Family Splash, Working Rush, Water Workout and Swimming Off Sins.

41 More parent and child sessions Access to a creche or kids club at Discounted swimming lessons Discounted general swim sessions More variety in the pool timetable Being allowed to take your robe Really quiet swim session where More space when swimming Cleaner and more user friendly Better customer service Specific sessions that group like- More aqua classes Open days where you get to try Increased availability of swim Gym and swim combos (gym Family swim deals A personal trainer service that will A swim buddy service where you The option of occassionally joining Swim sessions during work lunch Other (please specify) What activities or extras might attract you or encourage you to the pool more often? Pick up to three. 30.0% 27.1% 25.0% 22.7% 20.0% 18.8% 15.0% 12.7% 14.4% 10.0% 5.0% 0.0% 5.5% 2.8% 8.8% 1.1% 7.2% 0.6% 8.3% 5.0% 1.7% 9.4% 9.4% 7.7% 6.6% 7.2% 3.3% 3.3%

42 Facebook Twitter Posters at the leisure centre Posters at the supermarket Posters at my GP surgery Posters at my community centre Posters at my workplace Personal s Work s Groupon A specific 'swimming TV adverts Leaflets through letterbox Local newspaper What's the best way to let you know about swimming offers that would be of benefit to you? (Please tick up to three answers) 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 41.8% 34.1% 27.5% 18.1% 19.2% 13.2% 11.0% 9.3% 9.3% 6.6% 8.8% 6.6% 4.9% 2.2%

43 If you were to associate yourself with any of the below swimming related headings - which would it be? (Pick 1% up 2% to three) 1% 3% 2% 13% 3% 5% 5% 4% 2% 7% 6% 4% 4% 1% 2% 3% 4% 4% 5% 4% 6% 9% Water phobic Wader Supermum Too tired to even float! Water workout Swimming Socialite Early bird Zig zaggers (fun in the pool) Post gym dipper Doctor dip (GP referral / injury rehab) Student splash Dad's dip Toe-dipper Torpedo Working rush swim Family splash Challenge junkie Mature and active Night owl Pruney and Proud Swimming off sins (weight loss) Me time Holiday hydro Too shy to swim

44 7. Mapping National Data Collection Respondents We have, to date, completed 2334 questionnaires! And as a result, we have been able to identify where our personas can be found across England. We have a long way to go in terms of highlighting where certain personas are predominantly found, but a starter for 10 is below.