Sports Management Issue 3 2015

Page 66

Pool management

vicky kiernander, kiercomms PR

By running swimming classes for families, centres can generate thousands of pounds each year

Pool programming Swimming pools may be one of the most expensive overheads for sports and leisure operators, but clever programming and subcontracting swimming lessons can help maximise usage and drive revenue

“T

1,300 bespoke one on one and small here can be a general says Eduardo Ferré, founder of Swimming group classes in 50 venues across London reluctance to embrace change, Nature. Group classes are typically two and Edinburgh using its own teachers. It especially at a time of financial or three to one, and no more than six to partnered with Fitness First earlier this uncertainty or when budgets one for adults, so they only require a small year to offer private adult swimming are being cut,” says Kayle section of the pool, meaning regular use lessons at 11 clubs, and is currently rolling Burgham, technical manager for aquatics isn’t disrupted. Children’s programmes the scheme out to other sites. at Swimming Teachers’ Association (STA). are tied to the school calendar, which is “But this should be the catalyst to be generally 15 weeks in the autumn, 12 in “We teach more than 4,700 people a creative and explore new ways to maximise spring and 12 in summer. The company also week, from babies through to adults. This pool space and increase revenue.” runs fast track courses during the school provides a regular revenue stream for our Operators who adopt a commercial holidays which take place daily for five days. pool partners, as our students commit to view and diversify their pool programmes Adult lessons are more flexible and are a full term in advance and we currently can create value around their pools, make purchased in blocks. have over 85 per cent retention rate,” better use of pool time, “The beauty of our and increase usage as well lessons is the simplicity; as drive income. we teach people to swim “Having a structured and naturally without flotation well organised swimming devices or aids,” says Ferré. scheme can create massive “We can tailor each lesson income for a leisure to each student, tracking centre. A programme with their progress in the pool correct classes and good on waterproof tablet teachers mean learners devices for efficiency. We will progress to the next focus on breathing and group, creating more flotation first and only space at the lower levels when that is established, where new learners can do we move onto actual join,” says Burgham. swimming. The benefit of this is that there are no One on one lessons additional apparatus/tools are also a valuable way for the pool operator to of generating income. provide or authorise.” Swimming Nature delivers Adult learner classes are popular and often lead to regular memberships 66

sportsmanagement.co.uk issue 3 2015 © Cybertrek 2015


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