Establishing the decline in ASA Active People figures amongst women Amy Esser, Alex Oliver & Sophie Stringer 4 th May 2011 Debrief presentation

Establishing the decline in ASA Active People figures amongst women

Amy Esser, Alex Oliver & Sophie Stringer

4th May 2011

Debrief presentation

Contents

Background and objectives

Methodology and sample

Context to swimming in today’s world

Reasons for decline

Addressing the issues: potential interventions

Communications and marketing

Re-cap and final thoughts

© The Futures Company 2011 3 ׀

Background & Objectives


Background

Swimming is the number one participation sport, with over 20m people swimming every year. Recently, there has been a decline, apparently caused by the rapid drop out of

women from the sport.

Active People survey figures show a rapid decline in participation in swimming

The most significant rapid declines are being caused by women dropping out, with male participation figures increasing, albeit on a smaller percentage basis

ASA would like to understand why this is happening.

The ASA wishes to conduct research to ascertain why the ASA Active People figures in women’s participation in swimming are in decline


Objectives

1. Identification of reasons why women don’t swim once a week• Reasons for their disengagement in aquatic exercise• Community access to pools• Knowledge of pool programme• Knowledge of effects of swimming on health and lifestyle

2. Identification of why women don’t prioritise swimming• List of reasons for and against participation• Identification of key motivators

3. Identification of gaps/blockages which prevent participation and increased participation• Available opportunities• Perceived barriers• Key strategic and local relationships that might impact on participation

4. Development of some case studies• Taking examples which can be used across the sector with internal and external partners

5. Testing some key ASA interventions /products designed to enhance participation in aquatic activity

Overall the research will seek to understand: Why those women who did swim once a week now only swim once a month Why those women who swam once a month now don’t swim at all Why those who have expressed a desire to swim, if they were going to participate in any form of

physical exercise, haven’t taken up swimming yet.

Insight and clear recommendations to explain why women who once participated now choose not to swim

Specifically, this research project should address the following questions:


Methodology & Sample


A mixed methodology with a longitudinal dimension

All Females, BC1C2

Two locations: Dacorum (Herts) and Bury (Manchester)

Mix of lapsed swimmers (used to swim at least once a month but now doesn’t swim at all) and declined swimmers (used to swim at least once a week but now swims once a month)

NB: All group and depth participants completed a text follow up two weeks later to check research impact on swimming activity

* Activity task consisted of a 30 minute phone interview followed by the placement and completion of a task to try swimming again

Activity Task*(longer lapsed)

Scrapbook Paired depth (1.5 hours)

Mini group (6 in each)(2 hours)

16-19yrs (Chloe)

3 4 2 (1x declined, 1x lapsed)

-

20-34yrs(Chloe & Helena)

2 6 - 2 (1x declined, 1x lapsed)

35-45yrs(Jackie & Alison)

3 6 - 2(1x declined, 1x lapsed)

Time

A total sample of 52 respondents


Context to swimming in today’s world


There may be a decline in participation but the good news is that swimming, as a sport itself, is not the issue

So why are women swimming less?

Good for emotional wellbeing

Relaxing

All over workout

Good for joints

Tones all your muscles

There are lots of things to like about swimming and it is well known for its health benefits

You can do bums and tums classes but come out with flabby arms, but swimming does

everything.35-45 yrs, Herts


In consumer’s words – reasons for liking swimming:

Extracts taken from respondent scrapbook tasks


Key changes and societal shifts over the last few years appear to be playing a role in affecting the uptake of swimming

The recession has had an impact on affordability, available time and shifting priorities

Infrastructure changes have occurred in terms of access to and number of public facilities & funding

There is now greater pressure to look good fuelled by media hype and celebrity aspiration

Invention of new modern and innovative activities have come to the fore, e.g. Zumba

Swimming is costly/ an unnecessary expense

Swimming is less of a priority

There is less available time to swim

Absence of local pools due to closure or privatisation

Fall in standards of local pools

Lack of confidence to expose body in public

Self conscious in a swim suit

More fun and new exercises/activities to try rather than swim


Furthermore, relatively small disruptions can have a big impact on established routines

We used to go every week, but then they

were refurbishing the leisure centre. They

kept the pool open for as long as they could, but in the two or three

months it was closed we just started doing other

things.35-45yrs, Herts

I went with a friend, we had a little thing going where it was just the two of us. Then her

shifts changed and we weren’t free at the

same time anymore so I suppose it just sort of

petered away. 20-34yrs, Manchester

I used to get a lift with my dad and we’d go

together but now we’ve moved it’s a bit further and I’m older so I have to go on the bus which is harder, and you don’t

want to be all on the bus looking like you’ve

just been swimming with your wet hair.

16-19yrs, Manchester

Even small disruptions to a swimmer’s routine can lead to them reducing participation


Reasons for decline


Reasons for decline exist across three areas:

Lifestyle reasonsPersonal reasons

Psychological and physiological barriers directly related to the individual (either real

or perceived)

Social pressures and practical influences experienced by the

individual

Reasons linked directly to the sport experience or sport

infrastructure

Swimming reasons

Reasons for decrease in swimming participation can be personal, social or lifestyle based, or be related to the swimming experience itself.

© The Futures Company 2011 16 ׀ Reasons collected from both qualitative research and previous research reports/ publications

Overall, across all these areas, there are a vast array of reasons for drop out:

Personal reasons

Lifestyle reasons

Swimming reasons

Change in routine – now out of the habit

I don’t want to go alone

Chlorine is bad for my skin and hair

Taking the kids swimming is too much of a mission

I just can’t find the time now I’m rushing about after the kids

Private pools are too expensive, and local pools are unappealing

It’s not value for money

It’s expensive for us to go as a family now

I feel self-conscious, there’s so much pressure to have

the perfect bodyI feel self-conscious if I haven’t shaved etc

The pool is noisy with splashing kids

My local pool has closed / was privatised

There are so many other fun activities to do instead

There’s never a time when it’s just for people like me

The pool is always busy – there’s no space to do lengths

It’s just not a relaxing place to be

The pool and changing rooms are too cold

The pool and changing rooms are dirty and unhygenic

Going swimming involves a lot of hassle and planning

I’m working a lot harder these days – it’s hard to make the time

I have to focus on my studies now I’m

getting older

It’s hard for me to get there now my parents don’t take me

I’ve lost motivation now I have no-one to

go with

Their timetable doesn’t fit with my life


These reasons can be clustered into broad groups

Personal reasons

Lifestyle reasons

Swimming reasons

These reasons correspondingly fall into personal, lifestyle and sporting areas, although they are often interlinked

UNAPPEALING POOL

ENVIRONMENT

THE POOL DOESN’T

CATER FOR MY NEEDS

HASSLEFACTOR

POOR VALUE FOR MONEY

TIMEPRESSURE

SELF CONSCIOUS-

NESS

COMPETITION FROM OTHER

ACTIVITIES

DON’T WANT TO GO ALONE


The following slides provide detail around the 8 key reasons for decline of swimming participation amongst women

UNAPPEALING POOL

ENVIRONMENT

THE POOL DOESN’T CATER FOR MY NEEDS

HASSLE FACTOR


TIMEPRESSURE

SELF-CONSCIOUSNESS


ACTIVITIES



SELF-CONSCIOUSNESS


Self-consciousness and image is becoming a growing issue

The issue:

Going swimming involves wearing a swimsuit, which can leave little to the imagination. Some women feel uncomfortable with this

For some, the thought of bumping into people they know at the pool is unappealing

For others, they feel exposed in front of strangers and young lifeguards.

Why has this issue increased?

Women are feeling greater pressure from all angles to look good all the time

With the profusion of airbrushed celebrity images, and countless stories relating to diets, exercise and amazing weight loss, women feel uncomfortable with their bodies if they think they don’t match up to the ideal

This issue is affecting women across the board – from girls becoming pre-occupied with how they look from an ever earlier age, to new mums feeling the pressure to snap back into shape post-baby.

Swimming is becoming less appealing for fear of revealing one’s imperfections

SELF-CONSCIOUSNESS


Women who feel they don’t have the ‘perfect’ body are increasingly reluctant to put it on show

I don’t want people to see me in my costume,

whereas in a gym class you have

clothes on. You’re confident

when you’re young, but when you’re older and have kids your

body confidence goes down.

20-34 yrs, Herts

How can you make women feel more confident and comfortable in the pool environment?

SELF-CONSCIOUSNESS




It’s increasingly hard to find other people to go swimming with

The issue:

Many people enjoying swimming as a solo activity as a way of getting ‘me time’.

However some of the women we spoke to talked about needing someone else to help motivate them and find it easier to stick to an activity if they have someone else to help them along.

Not wanting to go swimming alone is a particular trait we found in younger women, specifically teens. As teenagers grow up, and strive for independence away from their family they seek to spend more time with friends, often groups of friends all together. Finding a group of girls who all want to go swimming, and who can all get there can be more difficult than finding a group who’d like to go shopping for example.


Increased body consciousness can mean that fewer girls would choose to go swimming in a group – so even if you wanted to go, you might struggle to find a willing partner

Increased numbers of other fun activities means there are many more options to choose from, so swimming can lose out

Greater time pressures, and the perceived extra time needed to swim relative to other exercise activities can make it difficult to find others to go with

Going to the pool alone is a less appealing prospect for younger women



It’s hard to find the confidence or motivation to go alone, especially when there are other things to do


Extract taken from respondent scrapbook tasks


It’s hard to find the confidence or motivation to go alone, especially when there are other things to do

You have more confidence if you’ve got someone to go

along with, it’s funny going on your own,

like dealing with the lockers and things.

16-20 yrs, HertsIf it’s just you, you make excuses not to go. It’s nicer to go with other people, they get you to

go.35-45yrs, Herts

How can you help women find a friend to swim with? How can you better accommodate social swimming?



TIME PRESSURE


Women are experiencing time pressures

The issue: Women are finding it hard to get everything done at the best of times, let alone to take time out to go

swimming


Busy lives in general

Rising numbers of working mums balancing their jobs with looking after their families

Rising number of single parent families – in most cases women remain the primary carers and their children stay at home with them – having sole responsibility for looking after the children day to day leaves less time for other activities

Children themselves doing a greater number of activities which mum/dad drive them to and from – though these provide child free time, it’s often not long enough to use effectively

The current economic situation has left many feeling insecure in their employment. Those threatened by redundancies may stay longer and work harder to secure their jobs, or end up picking up more work to do when colleagues leave

Academic pressures particularly affect young women. There’s a sense that giving up a sport or hobby at exam time is part of the course to allow more time for studying

Finding time to exercise is challenging, it’s just too difficult to fit swimming in

TIME PRESSURE


With so little ‘free time’, exercise is either dropped altogether or swimming is swapped for a more convenient exercise activity

I’m like a service for my kids. My daughter is at home revising for her GCSEs and she needs

me to help.35-45yrs, Herts

You don’t want to disappoint anyone or let anyone down, so you do more work. When your exams kick in you have to give something up.

16-19 yrs, Herts

It’s a whole evening out – getting there,

swimming, showering, then you’re shattered

afterwards. 20-34yrs, Manchester

The gym has everything there – you can go in and out – and can be

just 45 minutes.35-45yrs, Herts

I get some free time but its not quality time – I

may have two hours but its not worth me going

anywhere because I have to go and pick my son up and I can’t relax.

35-45yrs, Manchester

How can you make swimming an activity that can fit more easily into hectic lives? And/ or how can you make swimming an experience worth finding the time for?

TIME PRESSURE


Having a baby is a common time for women to drop out of swimming altogether due to increased demand of their time

How can you help busy Mums in particular keep swimming to be a part of their lives?

TIME PRESSURE

Extract taken from respondent scrapbook tasks


HASSLE FACTOR


The issue:

The perceived extra time it takes to go swimming

The preparation women make beforehand – like shaving or fake tan

The need to shower, wash hair and get dressed and ready afterwards.


We’re leading busier lives – more than a third of women say their lives are so busy that managing their time effectively is a constant challenge

These days there is so much more pressure to look good all of the time. Women feel under close scrutiny, so their preparations before swimming feel more important, and they also feel less comfortable to just wash and go afterwards – all this extra effort takes more time.

Swimming in particular has a lot of hassle associated with it

Preparation before, and presentation after swimming creates hassle which women don’t always have time / energy for

HASSLE FACTOR


There’s a lot of effort that seems to surround going swimming

There’s a need for certain preparations, you’ve got to shave … keep things tidy, you

know.35-45yrs, Herts

And when you’re finished you’re still not done. You’ve got a bag of wet kit to deal with.

35-45yrs, Herts

How can you make swimming more convenient and less hassle?

HASSLE FACTOR



ACTIVITIES


The issue:

In recent years, new fun fitness activities have emerged and are now often preferred as overcome many barriers to exercising


There has been a steady increase in the different kinds of fitness activities available across the board – from Zumba to Pilates. Whatever the latest ‘craze’ might be, gyms, leisure centres and town halls are quick to adopt it as part of their programme. It can feel like swimming isn’t moving with the times in this context

Classes which last for a specific amount of time, and fit in to a weekly schedule (e.g. every Tuesday at 6.30pm) can offer an easy solution to keeping fit when time is tight. Also, there is less perceived ‘hassle’ involved with an exercise class

In a time pressured environment, people are demanding more of the things they do in their leisure time. These activities can combine fitness, fun and socialising – many women go along with a friend or meet people at the groups.

Many new exercise activities have come on the scene, competing

with swimming

COMPETITION FROM OTHER ACTIVITIES

With so many new, fun activities to choose from, swimming can lose out


Women are starting to explore new, alternative activities to more traditional swimming

I go to exercise classes with friends in the

evenings. It’s nice to do something for me but it

needs to be local, affordable and fit in

with your time.35-45 yrs, Herts

Exercising in that way, and having to put up with all of that hassle

when there are so many other things you can do

– like Zumba, power plate and all that ...

people don’t have to do it anymore.

20-34 yrs, Manchester

Years and years ago there was either the cinema or the public baths – there are so

many other things you can do today.


What can you do to reinvigorate swimming so that it stands up to the competition?Can you modernise swimming to fit with latest exercise fads/trends?

COMPETITION FROM OTHER ACTIVITIES


UNNAPPEALING POOL

ENVIRONMENT


The issue:

Some are reluctant to use their local pool as they feel standards have slipped, and the facility is dirty or unhygienic


The growth in private gyms has raised the bar for local pools

In addition, the rising popularity of spa days and pampering gives more people who have never been to a private facility a taste of the experience, again this raises expectations

Local pools feel outdated, they haven’t changed over the years, and as a consequence may seem dirty and unappealing

We also heard genuine stories of low standards at local pools – inadequate changing facilities including mixed changing rooms, lack of perceived safeguards of cleanliness – like encouragement to shower before entering the pool or a foot bath on the way out of and in to the changing room, etc.

1) Perceptions of local facilities as dirty and unhygienic

UNAPPEALING POOL ENVIRONMENT

Where facilities don’t feel up to scratch, women are likely to find other environments / activities where they feel more comfortable


1) Perceptions of local facilities as dirty and unhygienic: consumer quotes


I think cleanliness levels are dropping. It’s all private

contractors running it, and their priority isn’t cleanliness. Older

pools just don’t get clean.20-34 yrs, Herts

I worry about it – when I go with my daughter and she’s crawling around on the floor and there’s other people’s hair everywhere.

35-45 yrs, Herts The changing rooms are verruca city, you can’t have a shower in a proper cubicle, then there are chipped tiles

and it’s all cold.20-34 yrs, Manchester

How can you clean up the image of local pool facilities and change perceptions to make people want to go keep going?

A recent article from a local paper in Herts



As people’s lives are busy, more is demanded from our free time. Swimming for many was a source of quiet and relaxation. Pools which cannot provide that quiet, relaxed atmosphere, or plenty of space for lengths are deemed unappealing.

2) The pool is too busy and/or full of kids


Where the pool environment or the swimming experience fails to live up to expectations, women may choose to get their relaxation/fitness elsewhere

The issue:

Many women, especially mums, use their time in the pool to relax, and snatch some valuable ‘me time’. Where pools are busy, or full of children it’s harder to zone out and really enjoy downtime

In addition, those who go to the pool to swim lengths as part of their normal fitness activity feel frustrated if there isn’t sufficient space or order for them to do so.


2) The pool is too busy and/or full of kids


What can you do to offer women a more enjoyable and tranquil place to swim?

Noise and lights – it’s those strip lights if you do backstroke you’d get a migrane. Like you’re

sat in a fridge.20-34 yrs, Manchester

It’s off-putting having kids in one section and

lanes in the other because they all want to

hang off the rope and disturb you.

35-45yrs, Herts

There are loads of kids and noise around – you

want peace and relaxation.

35-45yrs, Herts



Increasing numbers of women are colouring their hair – whether at home or in the salon. Many are suspicious that chlorine will affect their colour or the condition of their hair

With increased publicity around skincare routines, and a focus on anti-ageing women take more steps to look after their skin now. Some perceive negative effects of chlorine on their skin, or feel that it takes longer for their skin to recover after swimming than other exercises.

3) Dislike of the effect of chlorine on skin and hair


Many women feel there is nothing they can do about the effects of chlorine on their skin and hair, and they don’t have time to fuss after swimming

The issue:

Many women feel that chlorine has a negative effect on their hair or skin, causing irritation or affecting their hair style / colour


3) Dislike of the effect of chlorine on skin and hair: consumer quotes


Your skin goes very dry, and I always have sore

eyes afterwards.35-45yrs, Herts I had to stop, it made

my hair go green and my hairdresser said

‘have you been swimming?’.


I’ve got psoriasis on my legs, and it made them much worse. It really

hurts.20-34 yrs, Manchester You’ve just paid £50 for

your highlights and it strips it out.


How can you dial up the positives of the environment so smaller things, like chlorine, feel less important?




The issue:

The timetable doesn’t fit in with my life

There’s never a time when it’s just for people like me


As people’s lives are busy, more is demanded from our free time. As women struggle to fit everything in, it becomes more important that their swimming experience is optimised – the right session (whether women only, or aqua aerobics), the right amount of space, at the right time

Respondents are looking for more personalised experiences which fit in with their schedules – they have access to this across other categories, and are less accustomed to altering their routines to accommodate things.

The pool doesn’t recognise my individual needs


Women feel that at times they have to fit their lives around the pool schedule – when they’d like the schedule to fit around their lives


The pool doesn’t cater for my needs: consumer quotes


There’s a pool ten minutes away, but it’s the one all the local schools use for their

lessons so I avoid it – I only go in the holidays.

35-45yrs, Herts

They’ve got an over 50s session, but that’s too

high a barrier. It would be good to have over

40s. You do tend to see older women swimming rather than people my age. For me it matters, I’d like to see people my

age.35-45yrs, Herts

What can you do to create a pool facility that caters for individual needs?




The issue:

Without a membership (even for public facilities), it can be expensive for adults to swim – often between £3.50 and £5 per session

For mums going with young children they may only spend 20 minutes in the pool, making it poor value for money

Many areas no longer offer free swimming for under-16s, making family trips expensive


Household incomes are decreasing in relative terms, and many are tightening their belts even if they are not directly affected by the recession. They may prioritise other things over swimming, or no longer be able to afford to swim as often or at all. For families, the end of universal free swimming for under-16s may have a great impact

Increased scrutiny of value and growing savviness means consumers demand more for their money across many different areas. If swimming is not seen as offering all round value – in terms of time, the pool environment, the experience, etc. – then women may decide to spend their money elsewhere

In addition, consumers have increasing access to a wide variety of vouchers, loyalty schemes and incentives in other parts of their lives, and have become increasingly savvy in their ability to weigh up the relative benefits of each offer

Swimming as an activity is sometimes considered poor value for money


Where women feel swimming fails to offer all round value, this is reflected in their participation


Poor value for money: consumer quotes


I just can’t justify having a gym

membership at uni just so I can swim, when I

can run every day.16-19 yrs, Manchester

If I go to the Ball Zone with my kids they’re in for an hour, and it’s £4 a session. When we go swimming they’re only

in for 20 minutes.35-45 yrs, Herts

My local pool’s car park isn’t big enough and I end up paying for one up the road – 40p for

pay and display, 20p for the locker it all adds up.

35-45 yrs, Herts

If you’ve not got a gym membership, if you’re not on a great wage it has gone up, you’re

talking £4 for a swim – that’s ridiculous.


We have to pay for our 11 month baby – less

than a pound but its not free.


How can you make swimming more affordable and seem better value for money?


Case studies


Case study – Anna (student, 18, lives at home)

CHLOE MARKET SEGMENT

Anna learnt to swim at school and really enjoyed it. Her dad used to take her and her brother swimming at the weekend, sometimes her friends came along too. When she got her weekend job, she and a friend started trying to go after college, but it was hard to find the time, eventually it petered out. Now Anna goes swimming once every couple of months if she can get a lift.

Anna would like to go swimming more, but can’t seem to find the time. Now she’s older the prospect of going with her dad isn’t that great, and she find the bus ride there and back takes a big chunk out of her day – time she can’t afford to give now she’s studying harder. These days she just nips out for half an hour to go for a run every now and then

When she does have free time, Anna spends most of it with her friends. They tend to meet in town to just hang out because it’s easy for everyone to get to, and doesn’t have to cost them anything!

Anna,18 years old

Student, living at home with parents and her older brother

Anna is studying at the local college, she also has a Saturday job in a clothes shop in town to earn a little extra money

In her spare time she loves going out with her friends, shopping and socialising whenever she can

Like most girls her age, she’s pretty worried about her exams this year and working hard to get the grades to get into university

Anna likes keeping fit, and when she has time heads out for a run or a very occasional swim


Case study – Emily (28, single works full time)

HELENA MARKET SEGMENT

In her last job, Emily used to take her full hour’s lunch break so she could go round the corner to her gym and swim three times a week. She really looked forward to it, and thought it left her feeling refreshed and energised.

Since moving to her new job, Emily feels like she has much less free time. She’s really trying to develop her career, and with a few redundancies in her department she’s ended up staying late a lot, and working through lunch most of the time. Emily says that even if she did have time for a swim at lunch, she wouldn’t have time to get ready and smartened back up for work.

Exercise these days consists of British Military Fitness on Saturday mornings, and one weekday evening in spring / summer. Emily thinks this gives her a great workout, in a short space of time – which makes up for not exercising as much any more.

Emily, 28 years old

Single, works full time in publishing, lives with friends

Emily has been in her job for two years now, having left uni and done various things, she’s now found a career she’s really interested in

In her spare time she tries to see her friends, and loves heading out to visit exhibitions and new restaurants in the city

Emily likes to dress smartly for work, and takes an interest in latest fashion trends. She treats herself sometimes to posh skincare products and perfume

Looking good is important to Emily, and keeping fit is part of that. She finds it hard to fit exercise in, so when she does she likes to work hard and be in and out quickly.


Case study – Lisa (33, new mum)

ALISON MARKET SEGMENT

Lisa used to go swimming with a friend a couple of times a week before she had her son – their work shifts meant they could find a quiet time to go together. She swam until about halfway into her pregnancy but then became busy trying to sort things out for her imminent arrival.

She’s been getting back into exercise gradually, she likes going for walks with her son in his buggy, and occasionally she goes to pilates in the evening with a friend. It’s gentle enough exercise for her, and gives her a little time for herself.

She’s thought about going swimming, but at the moment the idea of putting on a swimming costume again isn’t that appealing. She’s also a bit worried about taking her son – she’s not sure what to do, and worries it might not be clean at her local pool.

Lisa, 33 years old

New mum, living at home with husband and baby son

Lisa used to be a receptionist for a local dentist’s surgery, but has been on maternity leave for the last ten months. She’s planning to return to her job for 3 days a week in a couple of months’ time

Having a baby has really turned her life upside-down, she and her husband Steve have really re-evaluated their priorities

Seeing friends can sometimes be a struggle for Lisa, but she met a great group of girls through her NCT group and they’re still in touch

Lisa would love to have time to do some gentle exercise, she feels self-conscious about carrying a little bit of baby weight, but isn’t sure what to do.


Case study – Anna (44, older mum, works part time)

JACKIE MARKET SEGMENT

Sarah used to really enjoy taking the kids for a swim at the weekend, but now her girls are older it’s just not cool to go swimming with mum anymore. Her son has started football on Saturday mornings now, so there’s no time for a trip to the pool.

Sarah spends a lot of time being ‘mum’s taxi’ – taking them to see friends, to music lessons, and picking them up from after school clubs. She helps out on Tuesdays when her son has swimming lessons, but though she watches him from the side there’s no space for the mums to swim as well

With such a busy life Sarah craves a bit of time for relaxation, but she feels guilty if she just leaves the kids to their own devices. Even if he husband was at home in the evening, she can’t imagine going swimming alone – she says her son would want to come with her!

Sarah, 44 years old

Works four days a week for an insurance company

Remarried, lives at home with her husband, son (7), and daughters (13 and 15)

Sarah describes her life as ‘hectic’ – she spends most of her time running after her three children, doing her share of ferrying them around to various activities, looking after them at home, or playing host to the odd sleepover, etc.

When she has a moment, she tries to catch up with her friends, they tend to just have a coffee and a chat on her day off, or occasionally go round for dinner if they can find a babysitter.

Sarah knows she should be more active, but with so many other things to do, it’s not top of her priority list


Addressing the issues: potential interventions


Some issues are more significant that others and some can be more easily addressed

Significant issue, feasible to overcome

Significant issue, harder to overcome

Less of an issue, feasible to overcome

Less of an issue, harder to overcome

Difficulty to overcome

Scale of issue

Major

Minor

LowerHigher

Plotting issues within a matrix can be a useful way to prioritise interventions


The significance of each issue differs as does the ease in which they can be overcome

Issues concerning the swimming environment are perhaps easier to address and could have the biggest impact on participation levels

Significant issue, feasible to overcome

Significant issue, harder to overcome

Less of an issue, feasible to overcome

Less of an issue, harder to overcome

Difficulty to overcome

Scale of issue

UNAPPEALING POOL

ENVIRONMENT

THE POOL DOESN’T

CATER FOR MY NEEDS

HASSLE FACTOR


TIMEPRESSURE


ACTIVITIES


SELF-CONSCIOUSNE

SS


The pool doesn’t cater for my needs

SIGNIFICANT ISSUE, FEASIBLE TO OVERCOME


Recognise the needs of different types of women (lifestage and age)

Recognise the needs of different types of swimmers

Offer different pool atmospheres

e.g.

Offer peaceful, relaxation swim sessions for those who want ‘me time’

Offer upbeat sessions with music for those who want a harder workout in the pool

Offer different types of swim sessions

e.g.

Create more early and late lane sessions for workers to go before and after work

Allow Mum/carer to swim whilst her child is in a class


The pool doesn’t cater for my needs

I would like music – you can swim to the beat, it puts you in the mood and it distracts you

from counting lengths.35-45 yrs, Herts

It would be great if I could swim in a session while my toddler is in her session - I could

swim while she is being cared for.

35-45 yrs, Herts

Aqua aerobics are for pensioners. If they were

designed for people your own age and

specify the intensity that would be better.


I’d like it if they had a group session for lapsed

swimmers – people at your level, in the same

boat.35-45 yrs, Herts

They need to be open early enough – I have to be at work at 7.45am and they

should be open until 10pm so you can go straight

home and put your PJs on.20-34 yrs Herts


Unappealing pool environment



Revamp local pools and clean up their image

Create a more inviting and enticing environment

Create a more luxury experience when visiting a pool facility

e.g.

Music in the changing rooms

Low lighting (rather than bright, stark lights)

Warmer, more spacious changing facilities

Better showers

Change people’s experience of dirty pool facilities and reassure them they are clean

e.g.

Clean and refresh a local pool (and make the local community aware)

Put new cleanliness standards in place and communicate that pools meet new high standards


Unappealing pool environment

Appearance and maintenance are so

important – if you make it a nice place people will want to go again.35-45 yrs, Manchester

They should revamp existing pools and

market them again. It would be good if they could put posters out saying ‘we need you’

and get sports personalities behind it!”35-45 yrs, Manchester


Competition for other activities


What can you do to reinvigorate swimming so that it stands up to the competition?Can you modernise swimming to fit with latest exercise fads/ trends?

Bring swimming up to date – modernise its image

Provide ‘quick fix’ sessions to fit in and around their busy schedules

Offer opportunities to swim for a short fixed length of time to compete with other quicker activities, e.g. aerobics classes/ runs, etc.

e.g.

30 minute intense workout pool class

Offer swimming classes and exercises that fit with latest trends

e.g.

Aqua Zumba or equivalent


Competition for other activities – Aqua Zumba

Everyone is doing Zumba at the moment, it’s modern, it’s

relevant, it’s different – it might get you more used to the

pool.20-34 yrs, Manchester

Yeah! I’d definitely do this – it’s the name Zumba – its

really in fashion – its dance and exercise and is really good

for you!35-45 yrs, Herts


Poor value for money



Encourage repeat swimming Recognise family swimming

Assist and encourage families to swim by offering them help in affording to pay for several people/children

e.g.

Family deals/packages

Concessions for children

Encourage people to come back and swim again by offering them an incentive to do so

e.g.

Loyalty schemes such as come 9 times and get 10th swim free


Value for money

Everyone likes a good deal, especially with the

recession, so 2 for 1s would be great!20-34 yrs, Herts

They need to be family friendly – kids always

want a drink and snack after.


Go 4 times and get 5th swim free would really give you

encouragement and be like a reward.

20-34 yrs, Herts


Self consciousness

SIGNIFICANT ISSUE, HARDER TO OVERCOME


Provide comfort that no men will see them

Help women feel comfortable and confident about their bodies

Acknowledge their concern and champion real women to overcome image and pressure to have a stick thin model body

e.g.

Dove ‘real women’ type campaign

Offer women an environment where they are safe from men seeing them

e.g.

Women only sessions

Female lifeguards

Offer privacy

Allow women to get changed in privacy without people watching them

e.g.

Private cubicles

Private showers

Towel racks by the side of the pool


Self consciousness

They need to have more women only sessions – my friend is Muslim – I like to go swimming with her as

she motivates me but I no longer go swimming because there are no women only sessions at a time

when we can both make it.20-34 yrs, Herts

One of the pools near me has a mixed changing room but I would rather travel an extra mile to avoid it. I’d

be scared about the cracks in the booths where they’d see half a boob or something – I would feel

much more comfortable if it was just ladies.20-34 yrs, Manchester


Hassle factor



Reduce the amount of planning involved before a swim

Reduce the hassle involved in getting changed after the swim

Provide well equipped changing facilities

e.g.

Enough good hairdryers

Straighteners

Full length mirrors

Soap/shampoo/conditioner/face wipes, etc.

Provide hassle free facilities

e.g.

Coin free lockers

Available and nearby car parking


Hassle factor

They should have face wipes and stuff like that in the changing rooms so you can take make up off and reduce the

hassle.20-34 yrs, Herts

They need to have coin free lockers and plenty of free parking. I have

to look around for loose change before I go

every time and it’s a nuisance.

35-45 yrs, Herts

If they could provide permanent lockers it would mean you could leave your stuff there and go straight

to work. It would make it easier – less planning involved.

20-34 yrs, Herts


Time pressures


How can you make swimming an activity that can fit more easily into hectic lives? And/or how can you make swimming an experience worth finding the time for?

Offer flexibility Offer an added benefit

Combine swimming with another activity/past time

e.g.

Have a cafe for people to meet up after and socialise

Offer mums/carers the opportunity to swim while their child attends a class

Help people to fit swimming around their lives rather than them having to fit their lives around swimming

e.g.

Longer opening hours

More lane sessions

Recognise time constraints

Acknowledge that they may have limited time to squeeze a swim in

e.g.

Offer discounts for shorter pool sessions

Communicate that even 20-30 mins in the pool is still worth doing


Time pressures

If I could have a swim, a shower and a spa

treatment all in one place it would be wonderful!

20-34 yrs, Herts

It would be nice if they had a good coffee shop at the facility like a Starbucks

because you want to be able to socialise and have a chat

after.35-45 yrs, Herts

If the pool was appealing you would

find the time to go – if you really want to do

something you will find the time – my husband

always says “you always find the time to go to the shopping centre!”35-45 yrs, Manchester


Don’t want to go alone

LESS OF AN ISSUE, HARDER TO OVERCOME


Encourage people to bring friends

Help women find other women to swim with

Provide a service/help facilitate in women finding other women to swim with at their local pool

e.g.

Informal/social swimming club

Online network (NB: this has mixed reactions and only appeals to some women - see next slide)

Make it more affordable to bring a friend

e.g.

Buy 1 get 1 free

Bring a friend and get free coffee

Offer the opportunity to socialise at the pool facility

Allow for women to spend time socialising at the pool to combine with swimming

e.g.

Coffee shop at the pool


Don’t want to go alone

Take a friend for free would be good as it can be expensive to both go.

20-34 yrs, Herts


Other intervention ideas were tested:

1. Swimathon

2. British Gas Swimfit

3. Open Water

4. Aquatic Champion

5. Learn to swim/swimming technique

6. Swim ‘n’ Gym

7. Women’s Network

The following slides give insight around women’s reactions and future potential for each idea


1. Swimathon: Holds some appeal but is considered a one off

It’s going to motivate you, give you a reason

to go along.20-34 yrs, Herts

It’s nice in theory, but would you actually do

it? This might only get you once, it might not

encourage you to come back.


The idea of a swimathon appeals, but questions remain around its suitability for lapsed swimmers, or effectiveness for raising participation in the long term

Motivating – gives a purpose to going to the pool

Could be fun to do it in a team

Similar to the popular ‘Race for Life’

A one off thing

Too much commitment

Suitable for people who swim already, not for those who haven’t been for a while

Too competitive for some


2. British Gas Swimfit: an interesting tool but some disconnect

Helps give structure to swimming sessions

Provides information about local facilities

Source of advice

British Gas is not associated readily with swimming & is confusing

Would prefer to get information at the poolside

Seen as something for serious swimmers

It’d be good if it had videos so I could see

what classes there are and if I’d want to do

them.35-45 yrs, Herts

I wouldn’t go home from swimming then go online, the information is interesting but it’s

not a factor that would make me go – it’s a time

thing.35-45 yrs, Manchester

For some, Swimfit appeals as a useful source of advice and information but for others the connection between online and in the pool feels weak, and the resource was

unlikely to tempt them to return to the pool/swim more often


3. Open Water

Good for ‘out-doorsy’ people

A possibility for summer

Something different – a new experience

Cold water is off putting

Considered as frightening and dangerous

Concern about dirty water

Not suitable for the UK climate

There would be some people who would think

it was an adventure.16-19 years, Manchester

I’d be thinking ‘what the hell’s underneath me?’ You don’t know

what’s going on.20-34 yrs, Manchester

Overall, open water swimming fails to appeal, respondents perceive outdoor swimming as too cold, and frightening because of murky water


4. Aquatic champion: Holds potential to encourage swimmers but feels aimed at someone else

Could help spread the word about what’s going on in the local pool

Provides information from ‘people like me’

Gives encouragement and support to get swimming

Seen as something for dedicated, more serious swimmers

Doubt that they could motivate others when they have trouble motivating themselves

Concern that it will be time consuming

They could help make swimming more popular

and get people to go along.

35-45 yrs, Herts

It’s a very good idea, but you can’t get someone to do it for

nothing. They’d need an incentive.


Inspiration and advice from ‘people like me’ has strong appeal, however, respondents felt that they would struggle to commit to becoming advocates themselves


5. Learn to swim/swimming technique: fails to appeal

Could help to build confidence in the water

Could help give swimmers something to work towards (to improve over time)

The idea of a swimming class could be sociable and fun – depending on its nature

Being good and improving one’s technique is not a priority for these women

Learn to swim sounds like it’s for beginners only

Swimming technique sounds too serious – something for competitive swimmers

I want to get some good skills to gain a bit of

confidence in the water 35-45 yrs, Herts

I don’t care about technique – I just want to go along. It’s more committed people who want to

work on their technique.20-34 yrs, Herts

While some feel that relaxed classes could help build confidence, many see themselves as in between ‘Learn to Swim’ and technique classes and feel happier just to go to the

pool and do their own thing


6. Swim ‘n’ gym: Appealing to some but many don’t have the time

Having a specific aquatic class to go to could motivate you to extend your workout

Swimming lengths after the gym to warm down is seen as positive

Doing both the gym and swimming is seen as too time consuming, and for some too much exertion!

It’s good to be able to do as much as possible under the same roof.20-34yrs, Manchester

If I’ve already done an hour in the gym, I’ve got no time to play about in the pool!20-34 yrs, Herts

Though respondents feel the idea of combining gym and swim sessions would be beneficial, time pressures mean for many this feels practically impossible


7. Women’s network: Interesting idea but holds limited appeal

Could help the problem of women not having anyone to go swimming with

Potential to meet new friends in the local area

Many feel it is desperate and sad to have to go online to find a friend

Many compare it to a dating site and worry that they would be at risk of meeting someone weird

It makes you look desperate – like you

have no friends.20-34 yrs, Herts

A nice idea in principle but many feel this couldn't work in reality

A women’s network is cringy – it makes my toes curl – its like

match.com – you might meet a weirdo!



Communication and marketing


It seems that communication and marketing of swimming is required in three areas

National, large scale promotion of swimming

Local information about what’s available and

when

Encouragement from people ‘like me’

Each area addresses different needs articulated by respondents


National, large scale promotion of swimming

Respondents feel there is a need for greater communication and promotion of swimming on a national level

At this level, the messaging is around communicating the benefits of swimming

The key benefits women want to hear about are around fitness and health – but not focussing on weight-loss specifically

Women also feel that comparing the benefits of swimming to other sports could encourage increased participation

Magazines were identified a good place to promote swimming, e.g. celebrity exercise regimes, or holiday fitness plans

Older respondents also remember TV adverts from their youth.

I read about celebrity exercise regimes in magazines – if they

mention swimming it may get people more

interested.20-34 yrs, Herts

National promotion of the benefits and enjoyment of swimming could encourage more women to come back to the pool or swim more often


Traditional, local level marketing feels powerful, particularly for communicating local initiatives

At this level, the messaging is around practical information of what’s going on in the area, as well as benefits of swimming

Women want easy access to their pool’s timetable, and information about new things which are going on – many feel there might be things on at the pool they don’t know about

There is also a sense that information about local facilities – particularly about new developments, deep cleans or high standards of cleanliness - would be welcome

Use of local partners is encouraged, e.g. schools as a way of reaching women, poster in waiting room at GP surgery, libraries

Local newspapers, radio, and leaflets are also seen as effective.

Local information about what’s available and when

Schools could provide leaflets to give to

parents about swimming in the local

area.35-45 yrs, Herts

Community based promotion has more strength targeting specific groups, and converting the intention/desire to go swimming into an actual trip to the pool

They should advertise anywhere you get

women – even in shops and hairdressers.



Encouragement from people like me

Community swimming champions (i.e. Aquatic Champions) are welcomed – they could provide a source of local information and encouragement, giving people the push they need to get more active

In addition, respondents feel that Facebook was good platform for reaching people with information – but this came with some caveats:

Friend-to-friend contact is viewed more positively than anything from brands and organisations, so give people a reason to talk about their swimming experience and inspire others

There has to be a value to communication – create shareable offers like 2 for 1 deals, or discount/loyalty schemes and target respondents with them, rather than just providing commentary and updates

Keep pages and groups up-to-date, make a commitment to ensure the information is fresh and interesting.

Harnessing the power of local networks and social networking can provide much needed encouragement and inspiration

You want information from a normal person

you can relate to.

35-45 yrs, Herts


In addition, the perspective and voice of any marketing needs to be carefully considered to appeal to this group

Though experts were occasionally favoured as the source of information on the health benefits of swimming, in all, the voices of ordinary women were of most interest to respondents

Celebrities and athletes were seen as less accessible, and feel too far away from the lives women lead

Marketing efforts which are tailored towards particular groups of women promote swimming and other activities as ‘for them’, not just for others

I've never really seen anything

aimed at me – its usually for young

kids.35-45 yrs, Herts

There is a need for dedicated marketing materials which appeal to

the target group

Where spokespeople are used for promotion, the emphasis should be on

ordinary people

It should be other women, someone normal – that appeals to everyone.

20-34 yrs, Herts

Many women feel that all the marketing they see is aimed at children or older people, with nothing targeted specifically at them


Re-cap & final thoughts


In summary:

Swimming is a desirable sport but is facing new challenges brought about by societal shifts

This research has identified 8 key reasons for the decline in swimming participation amongst women. These span across personal and lifestyle issues as well as issues associated with the swimming experience itself

Some issues are more significant that others and some can be addressed more easily. The following four issues feel the most important and achievable for ASA:

Improve the pool environment

Cater better for individual needs

Modernise swimming to compete with other new exercise activities

Make swimming better value for money

Other issues feel harder to overcome such as reducing the hassle of swimming and competing with time pressures, however, there are initiatives you can put in place to help reduce the issue.

RE-CAP


Get the basics right before focussing on redefining the offer

FINAL THOUGHTS:



What can you do to reinvigorate swimming so that it stands up to the competition?Can you modernise swimming to fit with latest exercise fads/ trends?




How can you make swimming an activity that can fit more easily into hectic lives? And/or how can you make swimming an experience worth finding the time for?


Talk about what you are doing: communicate the benefits

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Documents

Establishing the decline in ASA Active People figures amongst women Amy Esser, Alex Oliver & Sophie Stringer 4 th May 2011 Debrief presentation