Launched by British Olympic swimmer, Nick Gillingham, the Strategic Alliance for Swimming (SAS) has been jointly created by Lifesavers – The Royal Life Saving Society UK, the Amateur Swimming Association and the Institute of Sport and Recreation Management to promote swimming as a fun way of keeping fit.

The SAS has been designed to raise awareness of the sport and act as one voice for all swimming-related enquiries from the government, public and professionals.

The SAS will also work with the government in the delivery of its mission for sport as set out in the national Game Plan – which was created to build a healthier nation through increased participation in sport and to support British athletes at the highest level.

Gillingham said at the launch: “In recent years there has been an increasing focus on track and field sports, with soccer in particular gaining great popularity. This is excellent, as it helps to concentrate people’s minds on sport and health.

“The SAS has been set up to ensure that swimming, the most popular participation sport in Britain, gains its maximum share of publicity and to act as the body to respond to all swimming-related enquiries.”

He added: “The three SAS partners hope their joint venture will act as a case study for other similar partnerships within sport to assist in achieving its objectives to improve the health and sporting competitiveness of our nation.”

The SAS is a joint venture between the organisations and all three continue to exist as separate groups.