OPINION
A Great Investment For Families With Kids “In our busy lives, finding quality time for family bonding can be a challenge. With everything from digital distractions to hectic work schedules eating into our lives, creating a haven of relaxation, health and togetherness is crucial for families,” says Adam Clark, General Manager at Golden Coast
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etween my partner and myself we have four children, ranging from tots to teens. Finding things that they want to do, finding things that they ‘will’ do, can be tough. So, all things considered, I really do appreciate just how helpful our industry can be in providing physical, mental and emotional benefits for families with children.
SWIMMING LESSONS Taking your child to the local swimming pool for their first lessons is an iconic moment and one that sums up the benefits that we can offer families. The child grows in confidence. The child bonds with their parent in the shared experience of enjoying the water. Ultimately, he or she learns to swim and that will keep them safe around water and provide a pathway to health and wellbeing that will last them all their lives. For those reasons alone we should fight against the steady erosion of this country’s public swimming baths. The good they do far out ways the cost.
QUALITY TIME Sauna culture in Finland is an integral part of the lives of the majority of the population. Sauna is almost synonymous with family. For a family to enter a sauna together, it is as if they step into a cocoon where the rest of the world is excluded, mobile phones are left behind, conversations are face to face and strong relationships are built. All this while looking after the wellbeing of body and mind. I believe saunas are set to do well this year. The benefits that they offer seem particularly suited to how people are thinking and feeling. Wellness is a priority. Relaxation and stress busting are high on the agenda. Home improvements continue to be popular and a
sauna can be a very stylish addition to any residence. If we add their ability to provide a perfect environment for family time, the appeal may well prove irresistible.
BUBBLES Hot tubs and spas have always been recognised as social spaces and their popularity as a place for family gatherings is well established. A hot tub is a great place to relax and unwind after a long day at work, or at school. Spas boost mental health, physical health and help people sleep better at night. Those benefits aren’t only true for adults, they all apply to children as well. Spending just 20 minutes soaking together at the end of the day can help to bring a family closer together. None of the things that I have gone through will come as a surprise to you but, when you see all the benefits brought together, it is clear what a great investment a pool, spa or sauna can be for a family with children.
SELLING THE IDEA Build a better mousetrap, they used to say, and the world will beat a path to your door...
Good marketing is all about understanding your customer’s wants and needs and pitching them the right product or service when you see the world from their point of view. It’s about empathy” 84 February 2024 SPN 84_SPN_January_2024_Opinion.indd 84
however, that no longer appears to be true. No matter how good your product or service is. It is a fiercely competitive world out there and good marketing has never been more important. It’s hard to know what this year will bring but it seems likely that there will be increases in the cost of living and even more increases in energy prices. Those economic factors are going to reduce the amount of money that customers have to spend. They won’t have as much disposable income, but they will have some. Good marketing is all about understanding your customer’s wants and needs and pitching them the right product or service when you see the world from their point of view. It’s about empathy. For the past dozen years we have run the Wet Leisure Survey and one of the questions we always ask is, ‘What form of marketing do you think is the most effective’? ‘Word of mouth’, is one of the most popular responses. And that makes sense, because marketing is a conversation. A conversation between you and your customers and don’t conversations always go better when you understand the other person’s point of view?
SAY THE RIGHT THING. DO THE RIGHT THING We don’t always like to admit it, but good customer service costs money. It takes time and effort and can incur other costs as well. But if you are looking to cut costs, this is one area you should leave well alone. Good customer service – in whatever form it takes – makes customers feel valued and, if you value the profitability of your business, that is just how you want them to feel. 2024 may not be a new year anymore, but it’s only just been un-boxed. What the year has in store for us, we have yet to find out. I am sure it will be a challenge and I am also sure that as an industry, we will rise to it. Golden Coast 01271 378100 www.goldenc.com
www.swimmingpoolnews.co.uk 25/01/2024 22:25