Adult Swimming ASA Level 2 Teacher ASA Level 2 /Swim Fit Instructor CPD Entry through referral from specialist groups (GP ref. / Slimming World) Non Swimmer Nervous Swimmer Returner Swimmer / New Stroke Competent Swimmer / Other sports such as triathlon Type of swimmer Dry Land intro Adult beginner lessons Adult improver lessons Be a Better Swimmer / Pool Walker service / Stroke technique sessions General swimming and swimfit Informal clubs Masters Group Adult learn to swim syllabus Swimfit Activate Swim buddies Social swim network s Recreati onal clubs Challen ges Compet ition Supporting initiatives Meet & Greet Personas (slide2) Be a Better Swimmer Structured sessions (Slide 3) Be a Better Swimmer Pool Walker (Slide 4) Swimfit (Slide 5 & 6) Women s swimming networks (Slide 7) Recreational clubs (Slide 8) Challenge events (Slide 9) GP Referral / Slimming World / National Data Collection / Personas / BME : Research pieces that add insight to all types of swimmer (Slides 10 & 13) Events feedback Supporting research ABILITY
Meet & Greet / Personas Insight collected, report available. Key points: Meet and greet away from the poolside is valued as part of non or weak swimmer sessions because: Reduces apprehension Allows for discussion with teacher in private Clarifies the expectations of the class Allows the teacher to pre-assess client goals, concerns and perceived ability
Be a Better Swimmer (Structured Sessions) Insight collected, report available. Key points: Structured, instructor-led swimming lessons are most suited to non or weak swimmers (Be a Swimmer activities) Most effective with a consistent instructor leading meet and greet sessions prior to pool entry. There should be no pressure to enter the pool after the meet and greet Clearer, targeted promotion is needed. Group support through post-swim social activity is encouraged.
Be a Better Swimmer (Pool walker Sessions) Insight collected, report available end May 2012. Key points: Unstructured sessions where an instructor is available on poolside to provide hints and tips to swimmers in a general swim session. Most suited to participants returning to the pool, triathletes and swimmers wishing to make the transition from instructor-led lessons, to independent swimming Promotion needed. Marketing methods should be clearer and on poolside. Actively promote to customers so that they are aware that there is no catch. The service exceeds customer expectations and has in some cases, led to increased swimming frequency and membership sales. ROI through the poolwalker service is unlikely, therefore leisure centres would need to value the indirect benefits of the sessions.
Swimfit (1) To date: Swimfit research has been conducted to confirm who the cards should be targeted to, how to best promote, how to reward completition, how to alter cards for the better and how to provide our teaching workforce with Swimfit specific CPD. Swimfit cards and CPD have already been developed (and currently being piloted) that balances the needs /preferences of customers and consumers. Insight that is yet to be piloted: Swimfit promotion Develop a Swimfit loyalty card users will collect stamps (upon returning Swimfit cards or logging swims) which will lead to free swims / discounts / their own Swimfit card / or swimming related equipment Marketing of cards should be broad. Aim to promote to swimmer type rather than swimmer segment. I.e. look to promote around ability and goals. See Swimfit delivery of further information. Swimfit website to be put on the Swimfit cards and till receipts reminder to log swims Develop a wall planner that includes role model tips and reminders of 10 weeks until... bikini body begins... etc. Wall planner can be accompanied with Swimfit card stickers so that participants can track their card use Promote through active workplaces / active universities / sports club rehab / sportivate projects / new adult learn to swim ideas Active workplaces employers are interested as long as they do not have any extra work themselves or do not lose employee output. The idea of a workplace leaderboard was well received. Swimfit tip of the day to be marketed on poolside whiteboards Place suitable cards on suitable swimmer lanes (fast, medium, slow lanes)
Swimfit (2) Targeting of Swimfit cards: There are 3 types of swimmer that we need to accommodate: Brand new swimmers (1): BE A SWIMMER New stroke swimmers and it s been a while swimmers (2) BE A BETTER SWIMMER Advanced swimmers (want to train for a challenge or increase fitness) (3) SWIMFIT SWIMMERS Swimmer type 3: Promote Swimfit card use, a Swimfit lane accompanied with a poolwalker that gives hints and tips, stroke technique and tumble turn workshops Swimfit card extension Regularly introduce new and replacement cards to pools Rehab / aqua skills cards are wanted by University students Youth Swimfit session cards for 10-17 year olds are wanted by teachers. These must be fun and provide links to GCSE and Duke of Edinburgh Award Reward Use of certificates, loyalty discounts and swimming related equipment (googles / floats) so that teachers can recognise learner achievement and also promote further practice in the swimming pool Fitness industry Look to develop a technique based course for level 2 gym instructors. This course should be focused on how Swimfit can be used to complement gym workouts. Courses designed for fitness instructors should be linked to REPS points. Development of a fitness instructor course would provide leisure centres with a strong link with gyms to encourage gym-only users to enter the pool.
Women s Swimming Networks CS51: Women s swimming networks Details of research proposal TBC May 2012 Project will work with SLM Leisure provider and the Women s Sport and Fitness Foundation ( She Moves campaign)
Recreational Clubs CS54: Recreational Club development for adults Details of research proposal TBC May 2012 Project will build on existing information collected through the review of Active University programmes and ASA student water workout pilots. Findings to date: Structured, student specific, PAYG sessions wanted as part of a social rec session Would like technology such as swimtag at these sessions Would like more swimming offers that reward loyalty through stash Social swimming clubs wanted, with emphasis on social, participation and personal challenges. Not competition. Promotion through university RAG / Sport Secs (commission basis reward for numbers recruited). And through aquatic ambassadors. Word of mouth & direct university email proved best option. Encourage university clubs (swimming and non swimming) to promote swimming as a form of rehab / complimentary training. Reward clubs for their support club of the year
Challenge Events CS55: Challenge Events: What do the public want? Details of research proposal TBC May 2012 Project will aim to gain an understanding of who participates in aquatic challenges, why, when and in what way. The project will build on findings collected through the Informatics team s review of the Student Water Workout and Swimathon pilot (due for completion May 2012).
Special user groups: GP referral, slimming world Insight collected, report available. Key points: 3 stages of 6 week engagement programmes (form habit and confidence and track performance). To include gym / swim / aqua tailored to suit participant. Referring specific groups to generic sessions did not prove successful Formed by Swim Trainers gym instructors with Swimfit knowledge (inline with Swimfit research into CPD) Additional CPD requested for swim teachers / trainers working with specific groups (understand their specific needs, barriers and motivations) Working with specific groups promotion. Give the sessions to leader free of charge (buy in) Develop specific group personas to support marketing and product development
Special user groups: BME Community and Swimming Insight collected, report available. Key points: Swimming is the second most popular sport among BME adults but demand is highest for swimming. West Mids and London is where demand is highest Promote non competition, social opportunities and highlight benefits and support available There is a need to increase the number of BME coaches to meet demand in BME communities. To do this, more info on paid opportunities and the progression pathway of volunteering and coaching needs to be promoted in communities
Personas CS50: Personas Developing the way we segment our consumers. Adding in personality and ability to age and gender profiles Milestone 1: 18/04/2012 Collect in feedback from ASA Youth Forum Milestone 2: 14/05/2012 Produce a report for the Sport England WSP submission Milestone 3: 15/05/2012 Complete persona literature review Milestone 4: 15/05/2012 Design questions for the National Data Collection questionnaire Milestone 5: 31/07/2012 Collect in and analyse feedback from the National Data Collection questionnaire Milestone 6: 14/08/2012 Design market segments (into personas based on level of interest, ability, age and gender) Milestone 7: 14/09/2012 Design through the design team Milestone 8: 14/10/2012 Share personas
National Data Collection Ongoing research that: Explores swimmer and non-user behaviour (motivations / barriers with regards to aquatic activity) Collect opinion on new product / programme initiatives Identify new ideas for the future Representative sampling across England 600 questionnaires completed per month