PROGRAM AND SERVICE INNOVATIONS THAT WORK

5 Ways to Build a Strong Aquatics Program

A well-structured swimming program can be the inclusive, multi-generational feature that facilities need to grow revenue.

BY JULIE KING

Although pools are an expensive amenity at health clubs, they offer opportunities to drive revenue, increase engagement, and improve retention.

“Pools are too costly to run as an amenity only,” says Steven Victorson, Ed.D., founder and owner of Swymfit in Boxborough, Massachusetts. “Operators should put their pool to work to improve the member experience.”

Here are some ways to maximize the value of your aquatic offerings.

Victorson

1. Offer Multiple Programs to Keep the Pool Full

“If you want the pool to pay for itself, single-lane lap swimmers are not your friend,” Victorson points out. “Think about how you can fill every lane for the entire day.”

That can include aquatic exercise classes, adult and children’s swim lessons, personal training, swim team sessions, and more. A sample schedule would take into account these factors:

· Lap swimmers tend to prefer early morning.

· Classes can start around 8 or 9 a.m.

· Lap swim can resume at lunchtime and early afternoon.

· Children’s swim lessons or swim team practice can happen in the late afternoon.

· Classes and adult swim lessons can run in the evening.

“Our goal is to have the pool filled with customers every hour of every day,” Victorson adds.

2. Serve All Demographics

Offer programs that address broader member needs, particularly for older adults and people with joint pain, mobility limitations, or obesity.

“The water is a great equalizer, so an 80-year-old and a 40-year-old can exercise next to each other,” Victorson says.

Aquatic personal training, rehabilitation-focused programming, and deep-water exercise can also attract new participants.

“Our personal training sessions are half on land and half in the water,” Victorson explains. “That generates more income than lap swimmers—plus you can run a swimming lesson at the same time.”

Even more, consider opening your pool to family swim times, lifeguard training courses, local scuba groups, birthday parties, or after-hours rentals.

3. Set a Structured Schedule With a Reservation System

Uncertainty about pool access can frustrate members. Victorson uses a very structured schedule that balances programs and includes a reservation system for lap swimming.

“We’ve kept our Covid policies where members reserve their pool lane and time,” he says. “This ensures they won’t wait for a lane, so they come in knowing they’ll get their workout.”

“The water is a great equalizer, so an 80-year-old and a 40-year-old can exercise next to each other.” • Steven Victorson

4. Invest in a Proven Aquatics Director

When possible, Victorson recommends hiring an aquatics director to manage instructors, oversee scheduling, and teach classes and lifeguard training.

"You need to pay this person well," he says, “but if the lesson program is full, they’ll more than pay for their salary."

While recruiting instructors and lifeguards is challenging, Victorson hires some of his longtime instructors’ older children who have grown up with a background in swimming.

5. Prioritize Maintenance

Of course, the pool should be safe, well-maintained, and inviting.

“Keep the pool water stable and balanced,” Victorson says. He uses a glass media filtration system, UV light for additional sanitation, and an automated chemical pool system. He also suggests refreshing the pool water by draining one-half or all of it and replacing it annually.

“Anyone who goes into the pool puts an enormous amount of trust in that operator,” he notes. “We aim to meet or exceed their expectations.”

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Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues, and news that impact the industry.

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