BABY SWIMMING BOOM
25.10.2006
A first of its kind web survey shows a dramatic 85% increase in the number of babies (under the age of 2) taking part in swimming sessions in the last two years.
The poll, which was recently conducted by Swimming Teachers’ Association (STA) highlighted that independent swim schools in the UK have recorded a considerable increase in both attendance and interest from parents for courses over the last two years, and 75% confirmed that they currently have waiting lists.
Roger Millward, Chief Executive of STA says: “Swimming programmes specifically designed for babies have significantly grown in popularity in recent years, as parents are becoming more aware of the importance of introducing their baby to the water early. This is driving the demand for more parent & baby swimming programmes, which is evident by the number of new independent swim schools opening around the country – estimates are suggesting that there could be up to 2,000 currently operating in the UK, ranging from schools that teach less than 10 children a week, up to major companies teaching 500+ a week.”
STA, who has been teaching children to swim for over 75 years, recognises that the private baby swim market is changing with the emergence of this independent swim school network. Mr Millward explains: “With the majority of parents now paying privately for baby swim sessions, they are demanding structured and progressive water safety teaching programmes that are fun, and which create positive experiences for their baby, as well as support and advice from their teacher / swim school.
In response swim schools want to provide recognised quality teaching programmes that are supported with significant marketing packages, to enable them to maximise the profit opportunities baby swimming presents. STA using its experience has listened to the market and developed a new baby-swimming programme that encompasses all of these needs.”
The new STARFISH programme features six progressive levels with incentives each step of the way, including a colourful woven badge and A4 certificates that explain what the baby has achieved. As part of the STARFISH support package, STA has also developed an information booklet for parents, and designed a unique adult & baby photo certificate and Memory Album.
For swim schools who sign up to become STARFISH recognised, STA is offering many business benefits, including a free swim school listing on STA’s web database, the presentation of an official STARFISH certificate, and significant merchandising and product sales opportunities. In addition, the swim school will receive a 10% discount on the STAmark Swim School Assessment Package, which in turn can lead to significant insurance savings.
“The STARFISH programme was only officially launched this month, and yet we have already received confirmation from many swim schools and local authorities that they plan to implement the scheme in the New Year,” concluded Mr Millward.
