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Trends in Outdoor Swimming Report TRENDS REPORT February 2021
Outdoor Swimmer has been publishing inspiring content about all aspects of swimming outdoors since 2011. outdoorswimmer.com
Foreword
I am delighted to present a range of issues such as climate change,
our first “Trends in Outdoor the environment and pollution. It could make
Swimming Report”. I hope you a more caring person as well as a healthier
you find it as fascinating and happier one. We also learn that it could
to read as we did in putting provide you with a career.
it together. I want to share one finding from our survey
This year, 2021, marks with you in this introduction. We asked: “How
10 years since I launched important is outdoor swimming to your sense
H2Open Magazine, and four years since we of identity?” People could answer from (1) Not
rebranded to Outdoor Swimmer. While there Important to (5) Most Important. The average
have been plenty of ups and downs along the way, came in at 3.8 with 64% ascribing it 4 or 5 and just
2020 presented us with our biggest challenges yet. 6% of people saying it wasn’t important. I find this
I’m proud of how the Outdoor Swimmer team amazing. Outdoor swimming is not something you
stayed focused on producing timely and relevant do. Being an outdoor swimmer is something that
information to swimmers in a fast- you are. It is something that shapes
changing environment. The events OUTDOOR your life and the decisions you
of last year also prompted us to dig SWIMMING make, from what you eat and wear
deeper and take an in-depth look IS NOT to where you go on holiday and,
at trends in outdoor swimming, SOMETHING for some people, even where they
and the impact of the coronavirus YOU DO. BEING choose to live. Outdoor swimming
pandemic. We wanted to improve AN OUTDOOR is important. We hope this report
our understanding of who swims SWIMMER IS helps raise awareness of this in
outdoors and why. As you will see, SOMETHING governments, National Governing
outdoor swimming is an activity that THAT YOU ARE Bodies, Sport England (and its
brings its participants a long list of equivalents around the world),
benefits and much joy. It’s uplifting to be part of health authorities, tourist boards, local and regional
such an exciting, vibrant and positive sector. authorities and anywhere else that has a decision-
An argument for learning to swim is that it could making role that can impact outdoor swimming.
save your life. However, our findings suggest that The other audience for this report is those who
this may be the tip of the iceberg when it comes to work in sectors that supply products and services to
reasons to learn to swim. We show, for example, outdoor swimmers throughout the world. We know
almost everyone who swims outside says it supports 2020 was a massively challenging year for everyone,
their mental and physical health, it keeps them fit and financially more difficult for some than others.
and is important for their social lives. Being able to I hope our findings give you cause for optimism
swim gives you access to a lifetime supply of self- in 2021 and will be useful in supporting your
administered mental and physical health support, marketing and product development in this sector.
a means to exercise at almost any age and it is a If you have questions or suggestions for further
source of great friendships. Moreover, becoming an areas of research in future reports, please be
outdoor swimmer may change how you think about in touch.
Swim wild and free
Simon Griffiths,
Founder & publisher, Outdoor Swimmer
TRENDS REPORT February 2021
Yvette Helinski
Executive of female swimmers
has increased, and
companies and swim
travel businesses have
summary
women appear to suffered most with
be swimming more very few outdoor
frequently than swimming events
men. In addition, going ahead and most
swimmers care about travel cancelled. The
Both anecdotal the environment and first lockdown was
evidence and the Firstly, there is a take active measures devastating for many
available data paint a growing recognition to improve the swimming coaches,
picture of growth in of the importance of quality of the water but some managed
outdoor swimming swimming outside for they swim in and the to recover during
around the world in mental and physical surrounding areas. the second half of
2020, especially in the health and for general However, the year. Product
UK and the Republic wellbeing. Secondly, despite the growth, suppliers first saw
of Ireland. and perhaps related businesses serving demand evaporate
Two big themes to the first, has been outdoor swimmers and then, for certain
emerge from our a big jump in interest have been affected products at least,
survey of swimmers. in winter swimming. by the coronavirus come flooding back.
We also observed pandemic in widely
that the proportion different ways. Event
4
KEY
}
Swimmers
estimated they STATISTICS
spent £200 each,
on average, on
We estimate participation in
swim-related kit
in 2020 outdoor swimming in the UK has
increased by between 1.5 and 3
times since 2019
45%
of swimmers increased
Female participation in
outdoor swimming has
increased from roughly 50%
how much they swim in 2017 to 65% in 2020
outside in 2020
52% of people who tried
outdoor swimming liked it more
than they expected
(and 47% liked it as much
60% of swimmers as they expected)
are worried about
pollution and the 75% of new outdoor swimmers
risk of getting ill said they wanted to continue
swimming outside through
winter
20%
69.4% say outdoor swimming
is essential or very important to
their mental health
of outdoor swimmers
started to support 43.4% say “health and
their mental health wellbeing” is the main reason
and general they swim outside
wellbeing
70% of people say that being
With direct retail an outdoor swimmer has made
being extremely caution. There them more concerned about
challenging in 2020, is widespread water pollution
many pivoted to recognition that
increase their online outdoor swimming When they travel for
sales. Unpredictable is something that non-swimming reasons, 78%
demand also caused
supply chain issues.
Meanwhile, despite
people want to keep
doing once they
discover it. However,
42%
of outdoor swimmers
look for opportunities to swim
in open water
having to delay we are clearly not say that cold water is not
opening and put yet out of the woods a barrier to swimming as
in place extensive with coronavirus and often as they like
Covid-measures, this will continue to
venues have had a present challenges
great year. to businesses and
Looking forward, individuals going
we see a mixture into next year.
of optimism and
TRENDS REPORT February 2021
A mixed year for outdoor
l
SECTION 1 swimming coaches
Contents
2 Foreword 10 HOW THE l Spiky demand, supply l Winter swimming,
CORONAVIRUS PANDEMIC chain issues, loss of mental health and
4 Executive AFFECTED OUTDOOR retail outlets wellbeing are the big
summary SWIMMING themes for 2020
l The pandemic has SECTION 2 l Winter swimming
8 Background encouraged more 16 WHO SWIMS l Health and
WHAT DO WE MEAN BY people to swim outside OUTDOORS AND WHY? wellbeing
OUTDOOR SWIMMING? l Boon for venues l The proportion of
l Who should read l Connecting through women swimming SECTION 3
this report? Facebook outside is increasing 24 OUTDOOR
l Our objectives in l Media coverage l The pandemic was a key SWIMMERS AND
creating this report l Conclusion driver in starting people THE ENVIRONMENT
l How have we created l Swimming holidays on their outdoor l Becoming a swimmer
this report? and events the biggest swimming journeys pushes people to
casualties in 2020 l Despite the growth care more about
in numbers, 25% of the environment
swimmers have reduced
participation because
of coronavirus
6
SECTION 6
32 BLACK AND ETHNIC APPENDICES 47 Appendix 5
SECTION 4 MINORITIES IN 41 Appendix 1 Motivations to travel
28 SWIMMERS OUTDOOR SWIMMING Frequency of Part 1: What would
AND TRAVEL l Removing barriers participation in outdoor motivate you to take a
l Plans on hold for 2021? to participation swimming related swimming related trip in
activities your own country?
SECTION 5 SECTION 7 42 Appendix 2 Part 2: What would
30 SWIMMERS 34 WHAT HAPPENS Where do you normally motivate you to take
AND GEAR NEXT FOR OUTDOOR swim when there are no a swimming related trip
l Are swimmers taking SWIMMING? pandemic restrictions in another country?
‘skins swimming’ l Are there downsides in place? 50 Appendix 6
too literally? to growth? 44 Appendix 3 Summary demographic
l What items of kit do you l Will swimmers stay safe? How has being an outdoor information
frequently use in winter? l What will 2021 offer? swimmer changed how you
l Closing remarks feel about things? 50 Acknowledgements
45 Appendix 4 50 Contacts
Barriers to outdoor
swimming
Katia Vastiau
TRENDS REPORT February 2021
Background
WHAT DO WE MEAN
BY OUTDOOR
SWIMMING?
We take the broadest possible
definition of outdoor swimming to
include any swimming that takes
place in water that isn’t covered
by a roof. This covers a large range
of activities and participants from
swimming in remote and untamed
bodies of water, to triathlon style
racing, long distance challenges
such as English Channel crossings
and cold water dipping. We most
Katia Vastiau
definitely include lidos in our
definition as we’re well aware
those places inspire a unique
devotion from their fans.
Other terms we might use,
loosely, but not completely This report looks at trends
interchangeably include: and participants’ attitudes in all
these areas of swimming.
l Open water swimming –
primarily referring to events
and racing, often in wetsuits.
WHO SHOULD READ
THIS REPORT?
l Wild swimming – swimming in
unsupervised locations in seas, Our aim with this report
rivers and lakes etc. is to provide relevant and
up-to-date information for
l Marathon swimming – either anyone involved in the world
the 10km marathon swim distance of outdoor swimming, from
and Olympic distance open water swimmers to brands offering
event, or longer (solo) swims products and services to
across large bodies of water swimmers, businesses
such as the English Channel interested in entering this
or Catalina Channel. space or associating with it
and organisations whose work
l Winter swimming and cold is in some way connected to
water swimming – swimming outdoor swimming. In addition,
outside, in natural water the findings in this report are
temperatures in winter, either relevant to people who care
for recreation or in competition. about societal health and
wellbeing (including mental
health), the environment, the
importance of blue spaces
and the value of being active
in nature.
8
OUR OBJECTIVES
IN CREATING
THIS REPORT HOW HAVE WE
We researched and wrote
CREATED THIS
this report in order to: REPORT?
l Improve our understanding The core of this report is based
of the scale and rate of growth on findings from our “Attitudes
in outdoor swimming around to Outdoor Swimming Survey”
the world. that we ran in November
and December 2020, and
l Understand more about why through which we collected
people swim outdoors and the 2196 responses. This was
benefits of outdoor swimming supplemented by separate
to individuals and society. surveys of businesses connected
to outdoor swimming, desk
l Learn about what swimmers research and interviews with
think about a range of topics key players in the sectors.
from their kit choices to travel
destinations and support for Thanks are due to Swim
environmental activism. England who helped refine the
survey questions and shared it
l Collect evidence for the with their database, ensuring
benefits of investing in and a large response.
supporting outdoor swimming.
l Increase our knowledge of
how the coronavirus pandemic
impacted outdoor swimming.
We hope this report helps
broaden and deepen readers’
understanding of outdoor
swimming and will be a
valuable guide to businesses
and organisations connected
to this wonderful activity. We
intend to publish updates to
this report annually to track
the changing shape of outdoor
swimming around the world and
look forward to working with
all stakeholders in the outdoor
swimming space to track trends
Katia Vastiau
and collate data and empirical
evidence as, hopefully, ever more
people take to the water.
TRENDS REPORT February 2021
Section 1:
How the coronavirus
pandemic affected
outdoor swimming
The pandemic has Lives Survey. This survey is sent charts opposite show Google
out to around 175,000 people searches for three relevant key
encouraged more and gathers data on sport and phrases, “outdoor swimming”,
people to swim physical activity. The findings “wild swimming” and “open
are then scaled to produce water swimming”.
outside estimates at a population level. As well as a higher peak
Let’s start with the positives. At the time of writing, Sport level (38,300 searches in 2020
The consensus is that outdoor England had only released data compared to 22,400 in 2019
swimming is growing, that it has on open water swimming for and 25,600 in 2018) it’s worth
been growing for a number of the period up to November 2018 noting that the 2020 peak came
years and that the coronavirus to 2019. The survey asks what in August rather than July as it
pandemic gave it a boost. In activities people have done did for the preceding two years.
fact, every single one of the in the previous 28 days. For Total searches throughout
respondents to our survey of outdoor swimming, it estimated the summer period (May to
swimming-related businesses participation at 444,900. This September) were 90% higher in
said they thought the pandemic suggests a pre-Covid baseline of 2020 than 2019 (and 83% higher
had made outdoor swimming just under half a million people than in 2018).
more popular and 87% think it’s who frequently participated in Globally, the trend is similar,
growing rapidly. outdoor swimming. Based on although this isn’t surprising as
To build a picture of how our subsequent research, when almost two thirds of searches
much outdoor swimming has figures for 2020 are released, we are from the UK. The only other
grown and how many people fully expect this number to be English-speaking country where
swim outside, we turned first to significantly higher. we saw significant growth in
Sport England and their Active Next, we looked at Google. The relevant Google searches was
“Open water swimming is
the saviour of our sanity in
“There’s been a massive 2020. The number of people “I think it’s
uptake in outdoor outdoor swimming in Wirral boomed.”
swimming. Numbers is through the roof!” Chris Malpass,
are through the roof.” organiser of the
Liam Hanlon, organiser of the
BLDSA Windermere
Across Mersey Swim (one of the
Leon Fryer, swim
few outdoor swimming events that
SwimYourSwim
took place in 2020)
10the Republic of Ireland.
Just taking the search term
“wild swimming” and the
period April to October, there
were 71,000 searches in 2020
compared to 36,600 in 2019
– an increase of 94%.
Another angle we looked at
was social media activity. The
Social Media Analysis Toolkit
(SMAT at smat-app.com) reveals
the number of uses of specified
key words or phrases – see chart
on next page.
Superficially, there is little
difference between 2019 and
2020 based on the combined
total, but that’s because
mentions of “open water
swimming” decreased, while
those of wild swimming and
outdoor swimming increased.
This makes sense in a year when
most races were cancelled
“It’s growing and
growing, and there
“There was already
is a big increase in
long-term growth in
demand for outdoor
outdoor swimming and
swimming coaching.”
Covid accelerated the change.”
Rosie Cook, Dave Candler, CEO STA
founder and CEO
“I’m seeing more Deakin & Blue
people swimming
than ever in my “It’s exploded.”
lifetime.”
Dan Bullock, founder
Bryn Dymott, lifelong Swim for Tri
outdoor swimmer
TRENDS REPORT February 2021and the phrase “open water
swimming” is more closely
connected to racing than the
other two.
BOON FOR VENUES
But while many events were
cancelled, this didn’t put off
swimmers flocking to open
water swimming venues. Despite
having to operate with booking
systems and reduced capacity,
we know many of these were full
to capacity through the summer.
For example, Bill Richmond, in Yorkshire, says: “Our Tuesday Whether or not that was because
who runs TriFarm, a swimming evening sessions were all taken so many people had discovered
venue in Essex, told us: “In the up. We ran four sessions with outdoor swimming in the
immediate 6-8 weeks after the 25 people each and all 100 slots meantime was not addressed
lockdown was released, we were were full. Last year, we’d be by Sport England, but it’s an
absolutely inundated. We were lucky to get 80 swimmers on interesting speculation. What
sold out with 150 swimmers a a good night.” we do know is that lots of people
day during the week, and 200 Some of this surge was driven tried outdoor swimming and, as
per day at the weekend. At least by pool swimmers, desperate to we shall see later, many of these
double a normal year.” swim anywhere and therefore may now be permanent converts.
At Queenford Lakes, an willing to try swimming in lakes
outdoor swimming venue in and rivers while pools remained CONNECTING
Oxfordshire, they reached 95% closed in lockdown. Sport
of the swims they’d had for the
THROUGH FACEBOOK
England published a Covid-19
previous year by the first week Briefing covering the period Another place we’ve seen growth
in August, despite opening five 3 April to 25 May looking at is with informal Facebook groups.
weeks later and limiting the people’s attitudes to physical By “informal”, we mean groups of
number of swimmers in the activity. One of the questions swimmers connecting through
water. Katia Vastiau, Queenford was: “What physical activity are the social media platform that
Lakes safety team, says: “Most people most looking forward to aren’t formalised as clubs with
sessions were fully booked.” resuming once restrictions are paid-for membership and a
NOWCA, whose lake lifted.” In top place, on 14%, was constitution. Several swimmers
management system is used “gym work in general”. Second, told us that there were big
at venues around the country, at 13%, was swimming. The increases in membership of their
also say they’ve seen an overall report also highlighted that local groups. Stephen Gould,
increase in membership during people had concerns about who swims in Oxfordshire, says
2020. Other venues have returning to pools, and once the that membership has increased
reported an increase in numbers tightest restrictions ended and by 64% in 14 months across 12
of between 30 and 50% on pools started to re-open, (pool) Facebook swimming groups
2019. Leon Fryer, who runs swimming numbers did not that he monitors for a personal
swimming sessions at two lakes recover to the levels expected. project. Bryn Dymott, another
1800 1820 1840 1860 1880 1900
12long-term outdoor swimmer, Search phrase 2018 2019 2020
says that 10 years ago there (to 14/12/20)
were maybe 10 other outdoor
swimmers in a 15-mile radius of Outdoor swimming 3160 4060 5320
where he lives. “There are now Wild swimming 763 1550 2400
five or six local Facebook groups Open water swimming 5340 6410 5800
for swimmers, some of which Winter swimming 718 562 2580
have more than 500 members,” Cold water swimming 324 377 720
he says. Keri Hutchinson created Totals 12323 14978 16820
a Facebook group for like-
minded swimmers in Cardiff, Number of stories found by Google by search term.
the Barrybados Bathers, several
years ago. At the beginning of
lockdown, membership suddenly MEDIA COVERAGE countries. From this, it appears
jumped from around 250 to The growing interest in outdoor growth in the Republic of Ireland
more than 600. This prompted swimming is reflected in an has also been strong. Language
concerns about safety and increase in mainstream media differences mean the tools
liability to such an extent that coverage. The table above shows we’ve used won’t capture trends
Keri no longer felt she could the approximate number of news across Europe, but brands active
remain a group admin. Some, articles found by a Google search in these markets told us they
such as the OSS Windsor and for each of the last three years. have seen good demand for
Maidenhead Facebook group, We shouldn’t read too much into “Wild Swimming”
entry-level outdoor swimming
which has 766 members, has the precision of these numbers in books written in products, suggesting a similar
stopped taking new members. as Google gives slightly different English up to the pattern. Elsewhere, while there
end of 2019 from
A pinned post on their page results each time, but the Google Ngram
is steady long-term growth in
says: “We are not accepting new general trend corresponds to our Viewer outdoor swimming, Covid hasn’t
members during lockdown as the perception, and that of the many had the same impact. Swimmers
river is very busy. Please come people we’ve spoken to, that from the US say there has been
back later.” there is increased mainstream some growth with regular pool
Colin Hill, who created the media attention in all things swimmers trying to maintain
Great Swim Series and now runs outdoor swimming. Swim coach swim fitness in open water, but
swimming sessions in Ullswater Dan Bullock, for example, said: that these have returned to
out of Another Place Hotel in “You can’t get it out of the press!” the pool as soon as they could.
the Lake District, says outdoor Australia and New Zealand
swimming has changed beyond CONCLUSION were hit by the first coronavirus
recognition since he was first wave during their winter, which
organising events. “Nobody was Overall, we estimate that the possibly resulted in a different
swimming outdoors then. Now I number of people swimming response to outdoor swimming.
see individuals and small groups outside in the UK this summer Finally in this section on
almost every morning. I also have was around 1.5 to 3 times that of growth, we take a step back and
more people who were never previous years, which potentially look at the frequency of use of
swimmers as youngsters coming means there were more than the phrase “wild swimming” in
for tuition. The Lake District one million regular outdoor books written in English up to the
used to be about tea shops. swimmers. The nature of our end of 2019 from Google Ngram
Now people are coming here research means we’ve primarily Viewer. Clearly, its use has
to swim.” looked at English speaking increased substantially since the
mid 2000s, but the phrase is not
new with uses being recorded
more than 100 years ago.
1940 1960 1980 2000
TRENDS REPORT February 2021SWIMMING HOLIDAYS swim holiday companies to tuition from private or endless
AND EVENTS THE maintain engagement with their pools or in public spaces were
customers. forced to stop. Some turned
BIGGEST CASUALTIES Alice Todd from SwimQuest to YouTube to produce land-
IN 2020 has managed to remain training videos to encourage
While participation has optimistic despite the their customers to retain
increased, event organisers and cancellations. “People are some swimming fitness while
swimming holiday businesses realising the barriers to entry to cooped up at home. However,
have had a horrendous year. outdoor swimming are low (both even though this retained
Despite venue operators in physical ability and cost) and connections to customers, in
demonstrating that outdoor there is less stigma about adults most cases it didn’t replace lost
swimming can be adapted to not being able to swim and income. One coach described the
operate safely under most of wanting to learn. Exercise isn’t impact of the first lockdown as
the restrictions put in place to scary and swimming is inclusive “devastation” for his business.
contain the pandemic, events in terms of body shape and size. Another, that operates out of a
and holidays face additional Hopefully this means outdoor privately owned endless pool,
constraints around travel and swimming will continue to grow.” was unable to work for more
accommodation. Consequently, than five months.
the majority of outdoor A MIXED YEAR FOR After Boris Johnson’s
swimming events in the UK were OUTDOOR SWIMMING possibly off-the-cuff remark
cancelled and very few people in Parliament that outdoor
managed a swimming holiday. COACHES swimming would be allowed
As Thomas Bevan from The majority of outdoor coming out of the first lockdown,
SwimTrek explained: “The swimming coaches operate even though pools remained
biggest issue has been independently, as self-employed closed, there was something of
unpredictable travel restrictions, or as small businesses. The a turnaround for coaches. Jason
and being unsure trips would be closure of pools in the first wave Tait, who runs South West Swim
able to run. However, in general of lockdowns stopped many said he has had his busiest year
our product lends itself well of these from working. Even ever for one-to-one sessions,
to being Covid-secure, as it’s those who provide one-to-one although he couldn’t run group
outdoors, with small groups in
relatively remote locations.”
Several organisers
demonstrated impressive
resilience and creativity in
rescheduling events to that
brief period towards the end
of summer when restrictions
were most relaxed and devising
Covid-secure processes. These
included online briefings and
rolling starts. The latter proved
so popular as an alternative to
the mayhem of mass starts that
some organisers may retain
them post Covid.
We also saw an explosion
Luke Schuberth
of virtual events and swim
challenges, which enabled
both event organisers and
14sessions. He found that whereas source of income as soon as accessories supplier, reported
in previous years he had the most extreme lockdown that overall sales were down
swimmers turning up for maybe measures were lifted. by 85% between April and
one or two sessions before Along similar lines, Olympic November compared to the
they did an event, this year marathon swimming silver same period in 2019.
it was different. medallist Keri-anne Payne, who Other businesses have been
“There was no pressure to do runs courses to qualify coaches, able to pull through with a
events and that seemed to make says she has “seen a massive rise mixture of government support
coaching sessions more relaxed. in the people wanting to become through furlough schemes and
Swimmers were more willing to outdoor swimming coaches.” This emergency funding, as well as,
take the time necessary to work year, she hopes to qualify more in some cases, strong sales in
on improving their technique than 100 new coaches. Typically, selected areas. In fact, sales of
over the longer term and tended she says she works with three some products have done so well
to book more lessons – often six types of people: that it resulted in supply issues.
or more.” This was the case at Decathlon,
However, Paul Fowler, from l Swim teachers looking to which saw triple digit growth in
100% Swimming, had a different add more strings to their bow demand for wetsuits and other
experience: “We had a lot of and perhaps having more time kit for open water swimming
people who just wanted an this year to gain additional (and watersports in general). On
induction to open water. They qualifications. the other hand, sales of goggles
didn’t want stroke improvement. l People who love outdoor and swimwear for pools sunk.
They just wanted to know how swimming, who are frequently Sam Chapman, international
to access the water safely and asked to take other people Marketing Manager for Zone 3,
simply enjoy outdoor swimming swimming, and want to make says that overall the year has
as a meaningful activity.” sure they are doing it safely, and been good, especially at the
As things began opening up, possibly creating a business. entry level end of the market
coaches found they had to put in l People looking for a career with wetsuits between £100 and
place new procedures to remain change, moving away from a £200 selling well. Other wetsuit
Covid-secure. Dan Bullock, who hectic lifestyle to spend more brands provided similar reports,
runs Swim for Tri, put a positive time in open spaces. They may and also spoke about supply
spin on it. “The extra admin and be adding outdoor swimming issues. This showed up on social
Covid procedures have been a to a series of complementary media where we several times
hassle,” he says, “but they’ve also activities such as paddle saw swimmers complaining
forced us to streamline some boarding, yoga and therapy. about not being able to get hold
processes so we’ll probably of neoprene accessories such as
retain some of the changes. In SPIKY DEMAND, gloves and socks.
addition, he says, “it was worth SUPPLY CHAIN ISSUES, The closure of traditional
hanging in there. People wanted offline retail outlets and the
us to survive. Swimming is a LOSS OF RETAIL OUTLETS absence of events clearly
lovely sport and there is a lot of Every business serving the impacted sales potential
sincere goodwill.” outdoor swimming community and forced businesses to
In some cases, the pandemic is unique and each faced its increase their efforts at online
was the impetus for a career own set of issues this year. sales. For some, such as Andrea
change. We spoke to one person For some, it’s been a disaster. Hall, who creates swimming
who was made redundant from We heard from one, a business art, this proved to be a
their regular job during the first offering outdoor swimming successful strategy.
lockdown. Already a qualified experiences, who just said: “It
coach, outdoor swimming killed our business. We have not
coaching moved from being a traded since March and have
weekend hobby to a full-time no funding.” Another, a kit and
TRENDS REPORT February 2021Section 2:
Who swims outdoors
and why?
The proportion of now runs courses for people
wanting to become outdoor
also appears to have increased
since we last asked the
women swimming swimming coaches, says about question in 2017. Then, the
outside is increasing two thirds of the people she
has qualified are women.
average age of women was
47.7, while men were two years
In a reader survey we did in Norma MacLeod, from older at 49.6. This has now
2017, exactly half the people Immerse Hebrides, says: “The shifted to 49.8 for women and
who responded were women, rise in recreational swimming 53.2 for men. In fact, only 13%
in our 2018 survey it was 55%. is huge but it’s mostly women. I of our survey sample are below
In our 2020 survey, 65% of sent out a general survey of my 40, while 20% are above 60.
respondents were female. services and to determine the However, while younger
We are not the only ones to effects that sea swimming has people didn’t respond to
have noticed the growing had on their lives: 92% of the our survey, other evidence
participation of women in returns were from women.” suggests increasing numbers
outdoor swimming. One coach We will also see later that are taking part in outdoor
we spoke to said that on a there are differences in swimming. Ricky McMinn,
recent introduction to outdoor men’s and women’s attitudes General Manager at West
swimming session, all of the to outdoor swimming and Reservoir in Hackney, shared
participants bar one were motivations for doing it. data showing that 12% of
women. Keri-anne Payne, who The average age of swimmers their swimmers are under
1630 and an additional 30% are a go. Almost 20% said they
between 31 and 40 years old. started swimming outdoors to
Laura Owen Sanderson, founder help their mental health and
and director of We Swim Wild, wellbeing – and it turns out
runs the #Waterloggers project, this is an important theme for
which asks participants to take all swimmers. Other reasons
twice yearly samples from their people gave for starting outdoor
local waterways to be tested swimming were “encouraged by
for microplastics and other a friend” (14%) and “just felt like
silent contaminates. A quick giving it a go” (15%).
scroll through the list of people As Jane Hansom from Sponge
involved suggests many fall into PR, an agency specialising in
younger age groups. A similar sports and travel, put it, “2020
search on Instagram reveals provided a brilliant sampling
that users of relevant hashtags opportunity for outdoor
such as #wildswimming and swimming.” Our survey suggests
#outdoorswimming look many new swimmers will stick
younger than the average with it as very few had a negative
revealed by our survey – experience and over half enjoyed
although this naturally reflects it more than they expected.
How the demographic of Instagram
too. At the very least, it reveals
Here, and as we shall see
later in the report, there is a
much did a passionate and committed,
and potentially influential,
divergence between men’s and
women’s experiences. Among
you enjoy
following of outdoor swimmers women, 56% said they enjoyed
in younger age groups. outdoor swimming more than
they expected and fewer than
outdoor THE PANDEMIC WAS 1% said they enjoyed it less than
they expected. The corresponding
swimming?
A KEY DRIVER IN figures for men were 45% and 2%.
STARTING PEOPLE Interestingly, a mere 2%
ON THEIR OUTDOOR of new swimmers said they
SWIMMING JOURNEYS stopped swimming outside as
soon as pools re-opened. This
Roughly 1 in 5 of the people who perhaps reflects a point made
52%
More than
completed our survey started
outdoor swimming in 2020, and
23% of those said their local
by swimmer Stephen Gould who
said: “Outdoor swimming is a
one-way journey”. Once people
47%
expected pool was closed and they were discover outdoor swimming, they
desperate to swim anywhere stick with it. This is reinforced
As much as they could. A further 30% had by another finding from our
expected been thinking about it for a while survey, that almost half of
Dave Welensky
and circumstances in 2020 gave respondents to our survey have
1%
Less than
them the push they needed
to give outdoor swimming
been swimming outdoors for five
years or more.
expected
TRENDS REPORT February 2021Despite the growth WINTER SWIMMING,
MENTAL HEALTH AND
in numbers, 25% WELLBEING ARE THE BIG
of swimmers have THEMES FOR 2020
reduced participation The two themes that jump out
because of most strongly from both our
survey and discussions with
coronavirus swimmers are the growing
popularity of winter swimming
While we’ve seen that the and the increasing recognition
pandemic, pool closures and of the importance of outdoor
other measures have been an swimming to people’s mental
impetus towards increased health and general feelings
outdoor swimming participation, of wellbeing. The two are of
one in four people say they course related with cold water
have reduced the amount they immersion in particular being
swim outside in 2020. Further associated with boosting your
research would be needed to mood. We are not the only
fully unpick the reasons behind ones to spot this. For example,
this but factors include health Norma MacLeod from Immerse
worries (especially for those with Hebrides told us: “The top
underlying health conditions or scoring reason for continuing
living with vulnerable people), sea swimming was for overall
travel restrictions, advice
from Swim England and other
If you general health and mental
health reasons.”
organisations during the first
lockdown not to swim outdoors,
started in
WINTER SWIMMING
and financial hardship. While
celebrating the overall growth
2020, how do Let’s look first at winter
in outdoor swimming, we should
keep in mind that this year has
you feel about swimming and what people who
started in 2020 think about it.
been extremely challenging
for some people.
outdoor While we were aware that
winter swimming had become
Meanwhile, 30% say their
outdoor swimming was largely
swimming? more popular, this figure still
surprised us. Three quarters of
unaffected by coronavirus new outdoor swimmers say they
while a further 45% say they’ve want to continue through the
increased how frequently they winter, and we did this survey
swim outside. Here, as in several in November when UK waters
other cases that we’ll explore
later, there are marked
differences between
75%
Want to continue
were already chilly. Still, evidence
from elsewhere supports this
finding. From our discussions
23%
men, where 37% through winter with venues, we know there is
have increased their demand for winter swimming
outdoor swimming, Hope to be back
sessions and many venues
and women, of whom next summer
extended their season in 2020,
49% have upped the with several planning to stay
frequency of their
outdoor swimming. 2%
Stopped as soon
open through the winter until
those plans were thwarted by the
as pools opened
18Peter Springett
second lockdown. At Queenford drop from the 7000 they had in When we analysed our data
Lakes, in Oxfordshire, Katia October. Paul Fowler, who runs more closely, we found that
Vastiau says that they reopened swimming sessions at Activities women are more attracted to
after the second lockdown Away in Lincolnshire, says “winter winter swimming than men,
and every session they put on, swimming is through the roof.” with 79% planning to continue,
keeping to the same Covid-safe Helen Bowker-Steer, while the percentage of men was
procedures as in the summer, Commercial Manager, Royal Life 66%. Katia Vastiau says that
has been fully booked. Ricky Saving Society, told us: “There’s winter swimming at Queenford
McMinn, General Manager of been a massive upturn in people is more popular among women,
West Reservoir Sports Centre in wanting to continue running safe who make up around 70% of the
Hackney, which opened for winter outdoor swimming sessions past total at a typical winter session
swimming for the first time in the end of summer this year.” compared to an even 50:50
2020, says they had on average (A key point Helen wanted to split in the summer. At West
more than 1400 swimmers a highlight was the importance of Reservoir, around 75% of the
week, which is a better than he keeping open water lifeguards winter swimmers are women.
expected. Since re-opening after acclimatised as the water cools. Juliet Hume, operations director
the second lockdown, they’ve A lifeguard in cold water shock at Henley Swim, says that 80%
registered around 6000 swims would be unable to perform of the swimmers who signed up
for December, a surprisingly small a rescue.) for their winter Brass Monkeys
TRENDS REPORT February 2021swim challenge are women.
It’s worth spending a moment
comparing the two charts to
the left, showing frequency of
outdoor swimming in winter
and summer. Note that 63%
of female swimmers say they
swim outside once per week or
more often in winter compared
to just 44% of men. Almost one
third of male outdoor swimmers
never indulge in cold water
swimming. Naturally, both men
and women swim outside more in
summer, but women swim more
frequently than men both in
winter and summer.
We will have more on kit
choices later but as a small aside
here, we found that 50% of
swimmers say they use a wetsuit
for winter swimming and that
breaks down as 64% of men and
44% of women (the figures for
summer are 50% and 31%). For
both men and women, the more
frequently they swim outside,
the less likely they are to wear a
wetsuit (see graphic, below left).
Finally, on the subject of
winter swimming, we asked
Do you wear a whether cold water was a
barrier to swimming outside
wetsuit when you as much as people would like.
Perhaps unsurprisingly, given
swim outside in the discussion above, 45% of
winter?
women and 36% of men say
MEN WOMEN
75%
66%
62%
53% 49%
30% 28%
17%
FREQUENCY OF WINTER SWIMMING
2-3 times Once 2-4 times More than 4 times
per month per week per week per week
20the cold is not a barrier, and summer, 48% say the cold is not
fewer than 8% of both say a worry. The figures are similar
it’s a big worry. for women (28% and 52%).
We dived into the data more A possible direction
closely on this one and cross- of causation here is that
referenced it with people’s people who choose to wear
use of wetsuits in summer and a wetsuit do so because they Women are
winter. It turns out that the are worried about the cold. more attracted to
swimmers who worry about the It is possible however, that
cold most are those who wear wearing a wetsuit causes you winter swimming
wetsuits in summer. Of men who to be more concerned about than men
wear a wetsuit in the summer, the cold. Another factor could
only 23% say the cold is not a be that some people wear
worry. In contrast, among men wetsuits for the speed and six aspects of their lives:
who don’t wear wetsuits in performance benefits, and those physical fitness, physical health,
swimmers are less interested in mental health, general sense of
recreational winter swimming. wellbeing, confidence in other
We’d need to do detailed areas of life and their social life.
Does the cold interviews with swimmers
to be sure.
We gave the options to answer
as “essential”, “very important”,
stop you swimming When we talk to people who “fairly important” and “not at
outside as much don’t yet swim outdoors, they all”. The chart below show us
frequently tell us that the cold is the level of importance outdoor
as you would a barrier. It turns out that once swimming plays in people’s lives.
like to? people start swimming, they While there are again gender
find it less of an issue than they differences, it is clear outdoor
thought it would be. swimming plays a key role across
all these areas of people’s lives.
Not at all HEALTH AND It provides substantial support
to their mental and physical
35.6% Men WELLBEING
44.5% Women health and more than 70% say
We asked our survey outdoor swimming is essential or
Sometimes participants how important very important to their general
39% Men outdoor swimming was across sense of wellbeing.
38.4% Women
Often
17.7% Men
11.1% Women
It’s a big
worry
7.7% Men
6% Women
TRENDS REPORT February 2021Although there is widespread back centuries. For example: also impact upon indices of
support for the idea that outdoor “As early as 1750, published work health.” They go on to describe
swimming, and particularly recommended sea swimming a scientifically plausible
swimming in cold water, provides for the treatment of a range of mechanism by which CWI could
mental and physical health diseases, with winter considered reduce depressive disorders and
benefits, the scientific literature the best time to engage in reported one experiment on rats
is sparse. In a paper titled: “Cold the activity.” where swim training reduced
water immersion: kill or cure?”, The paper further states: “depression-like symptoms.”
published in Experimental “These health benefits are As is often the case in science,
Physiology in August 2017, believed to be a consequence the paper concludes that more
Professor Mike Tipton and his of the physiological responses research is needed and our
co-authors reviewed the existing and biochemical milieu that current level of knowledge does
evidence on both the dangers occur from exposure to cold not yet “unequivocally support
and potential benefits of cold water. Physiological changes the use of cold water adaption
water immersion (CWI). They occur acutely during CWI, with for therapeutic purposes.”
found that belief in the benefits repeated bouts of CWI adaptive Separately, there is a
of cold water swimming date responses develop that may published case study supporting
}
What is the main reason
you swim outdoors?
For races
Health & The challenge
wellbeing
32.8% Men 10% Men 18.4% Men
30.9% Women 4% Women 15.5% Women
22the fact that cold water vegetation) and blue spaces
swimming specifically can help (bodies of water). We know that
with mental health (BMJ Case regular physical activity, such
Reports, Open water swimming as swimming, can reduce the Nearly everyone
as a treatment for major occurrence of chronic diseases
depressive disorder, August by 20 to 40% (Swim England, who swims
2018) and in 2020 a team from Value of Swimming report). outside believes
Cambridge University revealed Whatever the science says,
that a group of frequent it’s clear most swimmers it is beneficial
cold water swimmers had an perceive there are multiple to their physical
elevated level of the protein health and wellbeing benefits
RBM3, which they labelled as to the activity as we can see and mental health
the “cold-shock protein.” This if we examine the number of to some degree
protein has been found to have people from our survey reporting
protective effects against brain that outdoor swimming is “not at
cell deaths linked to Alzheimer’s all important” to these various Many of the people we spoke
and prion diseases (progressive life factors (see opposite). to for this report commented on
neurodegenerative disorders) The remarkable thing is how the health and wellbeing aspects.
in mice. It’s not known whether small these percentages are. Colin Hill, for example, says in
the same mechanism works in A mere 1% of women said that the groups he takes swimming,
humans but the widespread outdoor swimming was not at all people always talk about the
reporting on these findings important to their general sense health and wellbeing benefits of
seem to be, in part, behind the of wellbeing. Nearly everyone outdoor swimming. “It’s become
recent growth in interest in who swims outside believes it part of the Zeitgeist,” he says.
outdoor swimming. is beneficial to their physical On a related subject, we asked
However, as Tipton and co. and mental health to some people to tell us the main reason
point out, it is possible that, degree. The implication here is that they swam outside. Here,
rather than the cold, some other that places like lidos and sea for once, men and women agreed
mechanism is responsible for the pools, that allow people to swim that health and wellbeing topped
health benefits that appear to be outdoors safely but are only the list.
}
linked to outdoor swimming. This borderline commercially viable,
could include the exercise itself are deserving of government
and exposure to green spaces funding given the massive health
(open land that is primarily benefits they support.
Fun
Connect with
nature
It’s Social
4.3% Men
9% Women
16.3% Men 18.3% Men
21.7% Women 18.8% Women
TRENDS REPORT February 2021Section 3:
Outdoor swimmers
and the environment
Alison Boyes
24hours across the nine English
water companies.”
Becoming a A CSO is a Combined
swimmer pushes Sewer Overflow. In a
combined sewer system,
people to care rainfall runoff mixes with
more about the domestic sewage. If the
flow in these combined
environment sewers is too high, then
Not surprisingly, swimming CSOs, carrying untreated
in natural waters changes sewage, can spill into the
how people feel about them. environment. Untreated
More than 70% of people sewage is only permitted
say that being an outdoor to be dumped into rivers in
swimmer has made them exceptional circumstances –
more concerned about water but, the Guardian and others
pollution and only 1% have argue, this many discharge
become less concerned. incidents looks routine
The issue hit the rather than exceptional.
mainstream press when The problems were earlier
the Guardian published highlighted by Marinet, an
an article on 1 July 2020 independent non-profit
highlighting the large campaigning organisation,
amount of untreated sewage which published a report
that runs into England’s in early 2020 called Sand,
rivers each year. It said: Sea and Sewage. In it, they
“Guardian data reveals argued that UK bathing
6,508 inland CSOs released waters are not as clean
untreated sewage into rivers as the EU Bathing Water
204,134 times in 2019. The Directive’s grading system
spills discharged for 1.53m suggests. It says UK
sewerage infrastructure
is woefully inadequate
and that the country
TRENDS REPORT February 2021performs poorly against other Yorkshire, decided they
European countries. Moreover, Does pollution wouldn’t. The Ilkley
it claims the Environment Clean River Group ran a
Agency engages in legal and the risk of getting successful campaign to
but manipulative sampling
practices to paint a better
ill stop you swimming improve the water quality
in the River Wharfe,
picture than is really the case. outside as much as you a popular swimming
would like to? spot. It was announced
in December 2020 that a
NEW LEGISLATION
stretch of the river will now
There are hopes that this issue be awarded bathing water
will be tackled through new status. This is the first time
legislation in the form of the
Environment Bill 2019-21 which
Not at all bathing water status has been
awarded to a river in the UK
41% Men
includes a requirement for 40% Women and it means the Environment
water companies to produce Agency will be required to test
management plans that they Sometimes the water regularly and provide
will submit to the Secretary 45% Men water quality information to the
of State for the Environment. 48% Women public. The decision paves the
These plans will set out how Often way for campaigners to have
the companies will manage 10% Men other inland swimming spots
7% Women
and develop their drainage and It’s a big designated as bathing waters. In
sewerage systems. We shared worry a press release, the group said:
their campaign to encourage 4% Men “We expect the designation to
3% Women
swimmers to write to their MPs trigger a clean up of the sewage
asking them to support system, including investment in
an insertion into the bill that the sewage infrastructure.”
will require these plans to
report on “the quality and HIDDEN POLLUTION
impact of the discharges How does
of the undertaker’s
drainage system and
being an outdoor It is not just the pollution that we
can see or smell that’s a problem.
sewerage system.” swimmer change Laura Owen Sanderson created
Given the above, it is
perhaps surprising that as
how you feel about We Swim Wild to highlight
issues with the environment.
many as 40% of swimmers wildlife and nature In particular, she is working her
say they that concerns way through a list of adventure
about pollution are not a conservation? swims during which she collects
barrier to swimming in any way water samples to test for
– perhaps these are the lucky micro-plastic pollution. As part
ones that have easy access to More of We Swim Wild, she launched
well managed swimming venues
where the quality is regularly concerned #WaterLoggers to bring in other
volunteers to collect water
54% Men
checked. On the other hand, samples from their own local
58% Women
60% do worry to some degree swimming spots. Her aim is to
about pollution. A question build a picture of the extent
to consider is: Should we, as About the of micro-plastic pollution
same
a society, tolerate polluted 45% Men across the UK and then push
waterways at all? 42% Women the government to take action
Some swimmers in Ilkley, to do something about it. She
Less
concerned
1% Men
0% Women
26Craig Hannah
is funding the campaign from swimming. Preliminarily results
her own resources and says for a survey they carried out this More than 70% of
she receives about 50 to 60 summer suggest that around
enquiries each week from people 75% of people who responded people say that
wanting to become said they picked up litter from being an outdoor
water loggers. their swimming sites. In addition,
“You would think I was giving 20% were members of a general swimmer has
away gold dust,” she says. conservation organisation made them more
“Everyone wants to protect while 7% were part of a formal
and know about their own local environmental group at their concerned about
swimming spots.” own swimming site. water pollution
This is backed up by Being an outdoor swimmer
environmental science also increases people’s concern
researchers Louisa Wood from for climate change, ethical
CEFAS (Centre for Environment, sourcing of products, recycling
Fisheries and Aquaculture and nature conservation, with
Science) and Ross Shackleton significant numbers feeling more
from the University of Lausanne concerned about all of these,
who are working on a project to with barely any becoming
measure the value of the non- less concerned.
material benefits we obtain from See Appendix 3 for more of
interacting with nature through our survey results relating to
activities such as outdoor environmental issues.
TRENDS REPORT February 2021Section 4:
Plans on hold for 2021?
We know coronavirus crushed
the travel and tourism industry
in 2020. We wanted to know
what it has done to swimmers’
attitudes to travelling. Will
people be cautious or is there
a flood of pent-up demand
waiting to be unleashed?
Before finding out how
swimmers feel, we turned to
Alistair Turner, author of the
IBTM annual Global Trends
Report, which looks in detail at
the worldwide travel business
industry. We were looking means the supply and demand Putting aside the question of
for some insight into wider equation is incredibly turbulent. how people feel about travelling
sentiment towards travel in the It will take time to settle down as at the moment, we asked what
wake of coronavirus and other the market returns and we see would motivate them to take
industry factors. His view is a clearer picture of the choices a swimming related trip both
that the data he’s seen suggest – in terms of carrier, price and in their own country and in a
people are mostly cautious destination – for travellers,” different country. Exploring
about leaving their homes, areas says Turner. wild swimming spots, taking
and countries at the moment When people do travel, it part in swimming challenges
(even if they were allowed to). seems they will be more likely to and meeting groups of other
But that this confidence is look for family escapes in rural swimmers all scored highly.
intertwined with the rates areas rather than city breaks Taking part in indoor swimming
of infection and spread of – which may be good for some events didn’t excite. The full
the coronavirus. outdoor swimming businesses results are in Appendix 5.
If and when restrictions are at least. We also asked our readers
eased, there is a big question This hesitancy was reflected if they look for opportunities
over the cost and availability among swimmers in our survey, to swim when they travel for
of flights and accommodation. with nearly 1 in 5 saying they other purposes (see above).
“What we do know is that a lot can’t see themselves travelling The results demonstrate how
of the low budget airlines have in the next 12 months. On the important swimming is to
gone into liquidation, and even other hand, a similar number are people who do it.
some of the bigger airlines have keen to travel and are looking
had to rely on massive national at options while about a third
government bailouts to ensure want to travel but aren’t ready
their longer-term futures. This to commit.
28Alice Gorrod
How do you feel about
swim related travel in the
next 12 months? I want to travel but
don’t want to commit
33% Men
38% Women
I can’t wait. I’m
already booked!
9% Men
6% Women
I can’t see myself
travelling in the next 12 months
22% Men
I’m excited to go and 21% Women
I’m looking at options
I need a lot of
25% Men
reassurance before travelling
21% Women
9% Men
10% Women
TRENDS REPORT February 2021Section 5:
Swimmers and gear
Pip Raud
Are swimmers ‘costume’ is associated with less surprising than those for
women’s swimwear. Men wear swimming costumes once we
taking ‘skins trunks, jammers or budgie appreciate that a significant
swimming’ too smugglers. We perhaps worded part of the outdoor swimming
the question badly. The second community are more likely to
literally? explanation is that not everyone engage in recreational wild
Our survey questions on kit wears a costume (or a pair of swimming, and doing head-up
revealed something a little trunks) under their wetsuit. breaststroke to enjoy the views,
strange: only 90% of people said Some wear nothing, others might rather than head-down freestyle.
they wore a swimming costume wear a tri-suit. But it doesn’t Wetsuit use showed the
in summer. mean they are swimming naked. biggest difference in use
In the winter, it was only 88% of Despite that, when we asked between men and women, with
people (after adjusting for those how much do you intend to spend 50% of men saying they use a
who don’t swim outside in winter). on swimming kit in the next 12 wetsuit in summer compared
This raises the question: is 1 in 10 months, one respondent did say: to 31% of women. In the winter,
of our readers a skinny-dipper? “Nothing. I’m a skinny dipper, so these numbers are 64% and
The truth is probably less that’s it for me.” 44%. The only other item
exciting. Firstly, there was a big Regarding goggles, those of kit with similar levels of
gender difference, with 97% are worn by 93% of men and discrepancies between genders
of women saying they wear a 83% of women in summer, was for changing robes (45%
costume and only 78% of men. and marginally fewer of each of men to 61% of women)
The reason – for some people, in winter. These numbers are perhaps because it’s easier
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