As part of STA’s partnership with Bigwave Growth, members can access a free online Swim School Assessment, designed to help swim schools understand their market potential, identify opportunities for growth, and strengthen long-term sustainability. But what does that support look like in practice – and how can it help swim schools overcome common challenges?

To find out, we spoke with Jonathan Vadden, Leisure General Manager (Commercial & Assets) at Castle Point Borough Council, about his experience of working with Bigwave Growth and the impact it has had on swim school growth across their leisure centres.

What were the biggest challenges your swim school or facility was facing before the audit – was there anything specific you wanted the audit for?

We had worked hard on our swim school but, despite clear demand in the local area, we weren’t able to grow it for a considerable period of time. We had spoken to other providers, and several people recommended Bigwave Growth specifically to help with this challenge.

Initially, we wanted the audit to help us understand the true level of demand in our local area, identify what we were doing well, and highlight where we could improve, all with insight from an expert in the field. The audit was clearly presented and demonstrated both what we could achieve and how we could get there. It also proved vital in showing stakeholders within the business the real potential of the swim school.

What was your experience like working with the Bigwave team?

The Bigwave team have been fantastic to work with. Nick Masson, who leads the team, has been brilliant in supporting both our business objectives and personal development within a professional capacity.

Our monthly sessions have helped us better understand our potential, reflect on our successes, and consider how we can continue to improve. Without those regular sessions, we wouldn’t normally have the opportunity to pause, reflect, and gather insight in the same way.

What aspects of the audit process did you find most helpful or insightful?

There were a number of quick wins that we were able to implement in the short term, alongside recommendations that could be delivered over a longer period. This meant we left the audit with clear actions that could immediately support growth, while also having a longer-term plan to build sustained success.

How easy or practical was it to implement the recommendations?

Some recommendations were straightforward to implement, while others were more challenging. However, Bigwave provided ongoing support and practical advice on how best to approach each one.

Our monthly sessions helped us work through implementation, overcome challenges, and adapt approaches where needed. What sets Bigwave apart is their focus on personal development, equipping the management team with the skills needed to approach challenges differently. This has had a hugely positive impact on our team.

What changes have you seen since completing the audit?

Since working with Bigwave, we have grown our swim school, improved the customer journey, and put far stronger processes in place. This has helped increase income, improve sustainability across our leisure centres, and support more members of our community to learn to swim – which is particularly vital on Canvey Island, given its surrounding waterways.

How valuable was it to have external support and a fresh perspective on your business?

External support has been extremely important. Bigwave work with providers across the country, often facing similar challenges to ours. That breadth of experience is invaluable.

While it’s essential to apply insights in a way that reflects local needs, having fresh eyes on the business – particularly at the start of the journey – helped us challenge existing processes, make meaningful changes, and improve how we operate.

Would you recommend the audit to other swim schools or operators, and why?

Yes, I would definitely recommend the audit. It has helped our swim school improve, which is ultimately what all operators are striving to achieve.

What one thing did Bigwave’s support help you see or do differently?

The focus on personal development has been one of the most impactful aspects of working with Bigwave. Through the monthly sessions, our team has become better prepared to overcome the challenges that inevitably come with plans for growth. This is an area that is often overlooked, but one that has made a significant difference for us.

In a sentence or two, how would you sum up the value of the audit for your business?

We’ve worked with Bigwave for around three years now, and while we were already seeing success, starting with the audit helped us accelerate that progress and build on our achievements more quickly and confidently.