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NEWS
More women swimming as rethink over classes sees numbers triple
POSTED 21 Nov 2017 . BY Rob Gibson
Since January 2016, the number of women taking part in swimming sessions at 20 Serco leisure centres has grown from about 150 a week to nearly 500 Credit: Shutterstock
We know fears over body image or swimming ability can be major barriers stopping some women from taking up swimming, so we wanted to do everything we can to create an environment where women can feel comfortable
– Kate McKnight, head of aquatics, Serco Leisure
Women-only swimming sessions could hold the key to improving numbers, according to an initiative by leisure centre operator Serco.

The number of women taking part in sessions at the operator’s facilities has more than tripled over the past two years, following the introduction of women-only classes to deliver a more comfortable experience.

Serco introduced the classes at 20 of its leisure centres across England in support of the This Girl Can Swim campaign, part of the nationwide This Girl Can campaign led by Sport England aimed at encouraging women and girls to be more active and participate in sport.

The number of female swimmers fell by more than half a million between 2005-6 and 2015-6 according to Sport England’s Active People survey – over twice the fall seen among men.

However, since Serco introduced women-only classes in January 2016, the number of women taking part has grown from approximately 150 a week to nearly 500.

It reported that 25 per cent of swimmers who have joined the classes have never swum at the centres before and 54 per cent have not swum in the past six months.

“We know fears over body image or swimming ability can be major barriers stopping some women from taking up swimming, so we wanted to do everything we can to create an environment where women can feel comfortable,” said Kate McKnight, head of aquatics at Serco Leisure.

“Some of the changes are very small but they’ve had a really big impact. For example, many women have told us that the poolside robe and towel hooks have made a huge difference, as they used to dread the walk to the pool from the changing rooms.

“The feedback has been fantastic and we’re really pleased more women are taking up swimming as a result.”

Other changes included offering free flip-flops for women who do not want to walk barefoot, employing female poolside assistants to help nervous swimmers relax, and giving tips on exercise and technique.
RELATED STORIES
  Former Swim England CEO Adam Paker takes helm at Swimming Nature


Adam Paker, the former chief executive of Swim England and Commonwealth Games England, has been named the new head of Swimming Nature.
  GLL and STA promise swimming teacher training ‘revolution’


More than 1,400 swimming teachers across the UK will join a major new training framework designed to combat the national shortage in qualified instructors.
  ASA relaxes swimwear rules to encourage new competitors


In an attempt to appeal to a wider proportion of the public, the Amateur Swimming Association (ASA) will now allow swimmers to compete with full-body bathing suits.
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The SATCC announces first five-day Living with Cancer and Beyond retreat
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five- day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in Cheshire, UK, between 1 and 5 September.
Palazzo di Varignana launches family wellbeing and longevity retreat in Emilia Romagna
Palazzo di Varignana, in the Emilia Romagna region of Italy, has created a new tailored health programme designed specifically for families.
Ansana Wellness and Spa debuts at Patmos Aktis as it joins Marriott
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and rebranded wellness offering called Ansana Wellness and Spa.
Mauna Kea Beach Hotel launches destination spa with sacred Hawaiian cultural concept
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its 22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall renovation, which has cost more than US$180 million (€166 million, £140 mill
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21-23 Jun 2026

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Uniting the world of spa & wellness
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News   Products   Magazine   Subscribe
NEWS
More women swimming as rethink over classes sees numbers triple
POSTED 21 Nov 2017 . BY Rob Gibson
Since January 2016, the number of women taking part in swimming sessions at 20 Serco leisure centres has grown from about 150 a week to nearly 500 Credit: Shutterstock
We know fears over body image or swimming ability can be major barriers stopping some women from taking up swimming, so we wanted to do everything we can to create an environment where women can feel comfortable
– Kate McKnight, head of aquatics, Serco Leisure
Women-only swimming sessions could hold the key to improving numbers, according to an initiative by leisure centre operator Serco.

The number of women taking part in sessions at the operator’s facilities has more than tripled over the past two years, following the introduction of women-only classes to deliver a more comfortable experience.

Serco introduced the classes at 20 of its leisure centres across England in support of the This Girl Can Swim campaign, part of the nationwide This Girl Can campaign led by Sport England aimed at encouraging women and girls to be more active and participate in sport.

The number of female swimmers fell by more than half a million between 2005-6 and 2015-6 according to Sport England’s Active People survey – over twice the fall seen among men.

However, since Serco introduced women-only classes in January 2016, the number of women taking part has grown from approximately 150 a week to nearly 500.

It reported that 25 per cent of swimmers who have joined the classes have never swum at the centres before and 54 per cent have not swum in the past six months.

“We know fears over body image or swimming ability can be major barriers stopping some women from taking up swimming, so we wanted to do everything we can to create an environment where women can feel comfortable,” said Kate McKnight, head of aquatics at Serco Leisure.

“Some of the changes are very small but they’ve had a really big impact. For example, many women have told us that the poolside robe and towel hooks have made a huge difference, as they used to dread the walk to the pool from the changing rooms.

“The feedback has been fantastic and we’re really pleased more women are taking up swimming as a result.”

Other changes included offering free flip-flops for women who do not want to walk barefoot, employing female poolside assistants to help nervous swimmers relax, and giving tips on exercise and technique.
RELATED STORIES
Former Swim England CEO Adam Paker takes helm at Swimming Nature


Adam Paker, the former chief executive of Swim England and Commonwealth Games England, has been named the new head of Swimming Nature.
GLL and STA promise swimming teacher training ‘revolution’


More than 1,400 swimming teachers across the UK will join a major new training framework designed to combat the national shortage in qualified instructors.
ASA relaxes swimwear rules to encourage new competitors


In an attempt to appeal to a wider proportion of the public, the Amateur Swimming Association (ASA) will now allow swimmers to compete with full-body bathing suits.
MORE NEWS
The SATCC announces first five-day Living with Cancer and Beyond retreat
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five- day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in Cheshire, UK, between 1 and 5 September.
Palazzo di Varignana launches family wellbeing and longevity retreat in Emilia Romagna
Palazzo di Varignana, in the Emilia Romagna region of Italy, has created a new tailored health programme designed specifically for families.
Ansana Wellness and Spa debuts at Patmos Aktis as it joins Marriott
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and rebranded wellness offering called Ansana Wellness and Spa.
Mauna Kea Beach Hotel launches destination spa with sacred Hawaiian cultural concept
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its 22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall renovation, which has cost more than US$180 million (€166 million, £140 mill
The Good Spa Guide sets up event for modified Good Spa Guide Awards
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House Hotel in St Albans, UK.
McKinsey: 84 per cent of consumers say wellness is a top priority
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this percentage increasing year on year, according to a preview presentation of McKinsey’s Future of Wellness 2026 research report.
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Embrace the chill: TechnoAlpin's Snowsky revolutionises post-fitness recovery with falling snow
In the fast-paced world of fitness and wellness, where high-intensity workouts push us to our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]

Introducing Glass Act by Templespa
Introducing Glass Act, your new go-to eye serum for brighter, smoother, beautifully awakened eyes. [more...]
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COMPANY PROFILES
Bioline Jatò

Bioline Jatò is a family Italian company operating in the professional skincare industry since 197 [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

21-23 Jun 2026

Spa Life International (UK)

Midlands (Venue TBA), Liphook, United Kingdom
26-27 Jun 2026

The Longevity Show

Tobacco Docks, London, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
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