Acknowledgements HNI acknowledges the important support offered by the following organisations: Institute of Sport and Recreation Management The management of all pools where this survey took place This survey was part funded by Copyright Attention is drawn to the fact that copyright of the Business of Swimming, 2002 rests with HNI International. The contents of this report are for the sole use of the addressee. The copying or distribution of this file is strictly forbidden without the prior written permission of HNI International Ltd or in accordance with the Copyright, Designs and Patents Act 1988. Disclaimer Every effort has been made to ensure accuracy but HNI cannot be held responsible for any errors or omissions due to difficulties in reaching verification in some data. It is therefore important that this report is an aid to making business decisions but that it should not be the only aid for reaching a decision. Published By HNI International, Rookery Farm, Oakhill, Bath, BA3 5HY (Tel. 01749 841632, Fax 01749 841633, ISDN 01749 841631, e.mail,
[email protected] ) ISBN 0-9544422-0-2 The Business of Swimming________________________________________________________________Page 2 Swimming Market Report Report Contents Page 1. Explanation of research 7 2. Market Size 10 2.1 Numbers of swimmers/admissions to pools 10 2.2 Swimwear market 11 3. Context 14 3.1 Political 14 3.2 Economic 14 3.3 Social 15 3.4 Technological 15 4. Strengths, Weaknesses, Opportunities, Threats 17 5. Demographic profiles of people swimming 18 6. Consumer behaviour 24 6.1 Behavioural patterns of swimmers 24 6.2 When people swim 24 6.3 Why people swim 26 6.4 Where people swim 27 6.5 Consumer attitudes to admission prices 28 6.6 Length of time spent at pool by swimmers 30 6.7 Choice of swimming companions 31 6.8 Facilities provided at pools 32 6.9 Swimming and the media 33 6.10 Consumer attitudes towards product offerings 36 6.11 Other pool user issues 39 6.12 Value for customers 43 7.