The Three Frontiers

Here at Swim England, we’ve been on quite a research journey to establish what people want from their swimming experience and what will encourage them to swim more.

The essential takeaways from our insight reveal that:

• People want a relevant and enjoyable swimming experience at every stage of their activity – from first contact to pool sessions.
• There are three frontiers (click here for a diagram), or key areas, that matter to customers. You can influence these to improve customer experience.

Access the research

Find out more about national swimming behaviour, barriers and perceptions and what will encourage customers to swim more.

You can download the research documents below.

• National behaviour change – identifies what customers would like from swimming and shows why we created the three frontiers model.
• Swimming for all – find out how inclusivity can benefit all customers.
• 11-17 year olds – find out how we can make swimming relevant to our young people.