Swim England’s priorities for 2025

The One Swim England strategy identifies 18 goals in total, from which eight priorities have been identified for 2025. Andy Salmon explains each in detail.

Shift the culture

In response to the Listening Report, we will continue to rebuild Swim England’s culture and restore trust through a values-led approach that has been co-created with the aquatic community. We aim to create a culture where everyone feels safe to experience the joys of aquatics. Individuals are encouraged to participate, learn and grow, while also feeling supported to achieve their personal goals.

Trusted welfare and safeguarding We have already made significant progress in creating a safe, inclusive, and welcoming environment where everyone feels valued and empowered to enjoy aquatic activities. We will continue to focus on a personcentred approach, ensuring that everyone understands acceptable behaviour and can report concerns confidently and without fear.

Stronger clubs

Aquatic clubs are at the heart of our sports, striving to create exceptional experiences for their members, officials, volunteers, coaches and parents. We are committed to supporting our clubs by helping them deliver their core purpose and providing the tailored assistance they need to achieve their full potential.

Effective Learn to Swim We want people of all ages – from toddlers to adults – to learn to swim and enjoy the benefits. To make this happen, we will continue to lead the way with education, support, and advocacy, helping more people become confident swimmers.

Build trust

Our members and customers will remain at the heart of everything we do, and we will ensure they consistently receive exceptional service at every interaction with us.

We will also continue to leverage our brand and voice to positively support the entire aquatics industry.

Connected digital ecosystem We will create a joined-up and seamless digital journey, making the online experience more user-friendly for members and stakeholders, enhancing administrative efficiency for clubs and easing the administrative burden on volunteers.

Outstanding people

Aquatic activities rely on the tireless efforts of thousands of dedicated teachers, coaches, officials, tutors, volunteers and colleagues who make it all happen. Recruiting, retaining, supporting, nurturing and developing an exceptional team of paid and volunteer workers is essential to the success of our sports.

Grow revenues

We are committed to growing our revenue to secure a strong, successful future for aquatics. By prioritising self-sufficiency, we can invest more in both community and elite levels of our sport.