Exercise Professionals - New #LoveSwimming campaign to tackle worrying trend: one in three English adults cannot swim ...
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23 Oct 2019

New #LoveSwimming campaign to tackle worrying trend: one in three English adults cannot swim
BY Tom Walker

14.2 million adults – 31 per cent of those aged 16 or more – cannot swim one length of a 25m pool

14.2 million adults – 31 per cent of those aged 16 or more – cannot swim one length of a 25m pool

Latest figures from Swim England show that 14.2 million adults – 31 per cent of those aged 16 or older – cannot swim one length of a 25m pool.

The shocking statistic was revealed by the national governing body for swimming as it launches its #LoveSwimming campaign, which is aimed specifically at adults who lack the skill.

To encourage non-swimmers to try the pool, the campaign will highlight the achievements of adults who have conquered a fear of the water – or simply decided it’s never too late to learn.

"Swimming is a valuable life skill and it is so important that we continue to highlight its benefits in a bid to reduce the number of individuals unable to swim," said Jane Nickerson, Swim England CEO.

"By telling stories of inspiring people who have learnt in later life, we hope to encourage more individuals to take up swimming.

"Through the #LoveSwimming campaign, we’ve shown the benefits of swimming on mental wellbeing, physical health, social cohesion and family connection.

"I believe that those who learn to swim in later life should be celebrated. The sessions are welcoming, supportive and very well run but it takes a real hero to learn in their adult years."

The #LoveSwimming campaign is delivered by Swim England in partnership with a number of pool and leisure centre operators – including Active Nation, Barnsley Premier Leisure, BH Live Active, Everyone Active, Freedom Leisure, GLL, Nuffield Health, Places Leisure and Serco.



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