Report Contents
		Page
1.	Explanation of research	7
2.	Market Size	9
2.1	Swimming market	9
2.2	Swimwear market	9
3.	Context	11
3.1	Political	11
3.2	Economic	11
3.3	Social	11
3.4	Technological	11
4.	Strengths, Weaknesses, Opportunities, Threats	14
5.	Demographic profiles of people swimming	15
6.	Consumer behaviour	20
6.1	Behavioural patterns of swimmers	20
6.2	When people swim	21
6.3	Why people swim	25
6.4	Where people swim	26
6.5	Consumer attitudes to admission prices	28
6.6	Length of time spent at pool by swimmers	31
6.7	Choice of swimming companions	33
6.8	Facilities provided at pools	35
6.9	Transport to pool decisions	36
6.10	Swimming and the media	38
6.11	Consumer attitudes towards product offerings	41
6.12	Other pool user issues	42
6.13	Value for customers	46
7.	The supply framework	48
7.1	Indoor pools and centres	48
7.2	Outdoor swimming pools	55
7.3	Trends in swimming pools	56
8.	The swimming market place	65
8.1	School swimming attendances	65
8.2	Relationship between school pools and pupils	66
8.3	Top-Up Pilot Schemes	69
9.	ASA Strategies for swimming	72
9.1	Pools designated under the Strategy for Pools	72
9.2	Aquamark	77
9.3	Planned national strategic targets	78
9.4	Strategic Alliance for Swimming	79
10.	Prices within swimming pools	80
10.1	Admission prices to regular pools	80
10.2	Admission prices to leisure pools	99
10.3	Instruction and teaching charges	101
10.4	Charges for ancillary activities	112
10.5	Club and group hire charges	114
10.6	Case study of a typical pool 125	125
11.	Free swimming initiatives	126
11.1	Free junior swimming in Wales	126
11.2	Glasgow’s Juvenile Free Swim Initiative	126
11.3	East London’s ‘Kids Go Free’ Scheme	127
12.	Swimming and the General Household Survey, 2002	128
13.	Press coverage of swimming 131	131
14.	Review of aquarobics	132
15.	Water safety	135
15.1	Accidental drowning	135
15.2	Britain compared to the rest of Europe	136