Get the insight you need to enhance your marketing to outdoor swimmers

Dear partners and swimming friends,

We are pleased to share our latest Trends in Outdoor Swimming update, our annual report on what’s happening in outdoor swimming.

Our aim is to share our understanding of emerging trends and behaviours that will help you with business planning, decision-making and marketing within the outdoor swimming sector. 

The last time we published, we were emerging from the Covid pandemic and were optimistic about 2022. Since then, however, we have seen war in Ukraine, inflation, spiking energy prices and a cost-of-living crisis. The ripples from those events have impacted outdoor swimming more than you might expect. 

Almost one-third of outdoor swimmers who completed our Attitudes to Outdoor Swimming survey say their swimming has been affected. More positively, others told us that their appreciation of being able to swim outdoors has increased this year. 

In addition, we studied seasonal patterns and motivations for swimmers. We asked what kit and swimming events/holidays they would be likely to purchase in 2023, and about the reasons why people take up and continue to participate in outdoor swimming. 

We hope you find our Trends in Outdoor Swimming 2023 update as invaluable as we do in planning our strategy and campaigns. Please email me if you would like to book a deeper market intelligence sharing session, or contact Yvonne if you would like support creating brand campaigns shaped by our in-depth insight. 

Join us at the National Outdoor Expo at the NEC Birmingham for our panel discussion 'How Outdoor Swimming Can Change Your Life' at 3pm on Saturday 18th March or see us at stand G20 all weekend.  

Best wishes,

Simon, Yvonne, Stuart and the Outdoor Swimmer Team