The ASA is confident it can convert the millions of casual swimmers being drawn into the pool through Free Swimming into regular ones who will enjoy the sport for life.
The numbers getting in the pool have jumped significantly since the Government launched its free swimming campaign up by between 15 and 20%. Other research has also indicated that of the people swimming once a month, more than 1m want to do so more often and there are 4.3m people who want to start to swim.