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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.
MORE NEWS
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Brain plasticity could be improved by manipulating the gut microbiome
Manipulating the gut microbiome could become a powerful tool for preserving brain health and resilience as people age, according to research led by Professor Paola Tognini, a neuroscientist at the Sant'Anna School of Advanced Studies in Pisa, Italy.
Jessica Sloyan establishes UK Academy of Sound and Therapeutic Arts
Jessica Sloyan, a wellness operations and training expert, has established an independent private training academy to provide professional qualifications for practitioners looking to offer immersive wellness experiences.
ISPA releases full 2026 US Spa Industry Study as annual industry revenue rises by US$1bn
The International Spa Association (ISPA) has published its full 2026 US Spa Industry Study, providing further insights into the region’s total US$1 billion (€855 million, £780 million) industry revenue increase from 2024 to 2025.
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COMPANY PROFILES
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23-26 Aug 2026

Elevate Spa Riviera Maya Edition

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31 Aug - 02 Sep 2026

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©Cybertrek 2026
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
Accor reinvents its 1970s Thalassa hotel to launch Bel Hotel Oléron Thalasso and Spa
Bel Hotel Oléron Thalasso and Spa, MGallery Collection has opened on the French island Île d'Oléron off the country’s western coast with a 27-treatment-room spa.
Brain plasticity could be improved by manipulating the gut microbiome
Manipulating the gut microbiome could become a powerful tool for preserving brain health and resilience as people age, according to research led by Professor Paola Tognini, a neuroscientist at the Sant'Anna School of Advanced Studies in Pisa, Italy.
Jessica Sloyan establishes UK Academy of Sound and Therapeutic Arts
Jessica Sloyan, a wellness operations and training expert, has established an independent private training academy to provide professional qualifications for practitioners looking to offer immersive wellness experiences.
ISPA releases full 2026 US Spa Industry Study as annual industry revenue rises by US$1bn
The International Spa Association (ISPA) has published its full 2026 US Spa Industry Study, providing further insights into the region’s total US$1 billion (€855 million, £780 million) industry revenue increase from 2024 to 2025.
Hot spring wellness community Ameyalli sells residences and breaks ground on resort and spa
Ameyalli, the 78-acre wellbeing resort and residential community in Midway in Utah, US, has broken ground on phase two of the hot spring development – the Ameyalli Resort and Spa – which is due to open in 2028.
AI firm Midjourney enters wellness with spa, fitness and body scanning concept
TLee Spas and Wellness has revealed the design concept for a high-tech spa with body mapping scanners to improve public health, for AI company Midjourney.
+ More news   
 
FEATURED SUPPLIERS

HPO Tech brings design-led hyperbaric systems to the spa floor
Hyperbaric oxygen therapy has moved well beyond the clinic and spa operators represent the fastest-growing market for the technology. [more...]

MSpa Oslo series: a timeless bestseller
The MSpa Oslo series is a perennial bestseller in global markets. With innovative engineering and premium performance, this completely portable spa line-up is expertly designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers  
COMPANY PROFILES
The Wellness

Founded in 2007, headquartered in Dubai and based in Hong Kong and Singapore, The Wellness is an int [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
31 Aug - 02 Sep 2026

SpaTec North America

Pier Sixty Six, Fort Lauderdale, United States
+ 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
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