ASA Strategy 2013-2017

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View the ASA's objectives for 2013-2017

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2013-2017 asa strategic plan

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asa strategic plan 2013-17 introduction in 2012 the swimming in britain vision was redeveloped with the industry it states that national governing bodies should provide the leadership and direction to ensure swimming should remain the most popular sport in the uk in order to achieve this position in britain swimming must actively ensure · everychildlearnstoswim · morepeopleswimregularly · oremedalsontheworldstage m 3

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asa strategic plan 2013-17 the asa recognises it cannot deliver its 2013-17 strategy in isolation success will be measured through the maintenance and development of existing partnerships in the aquatics industry and identifying new partners for engagement up to and beyond 2017 sixstrategicobjectives 1 oincreasethenumberofschoolsprovidingquality t swimminginlinewithasaguidelinesaspartofa locallearn to swimnetwork 2 omaximisetheeffectiveuseofavailablewaterspace t inenglandinorderto attract retain and grow the number of people taking part in regular aquatics activities 3 obuild,developandmaintainaquality sustainable t club infrastructure and networkthatmeetsthe needsofthecommunityitserves 4 oincreasethesize and success of the english t talent pool 5 oimprovetheskillsandtechnicalcapabilitiesofthe t aquatics workforceanditsabilitytoinnovate 6 oenhancetheasa sleadershipoftheswimming t industry 4

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2017 key performance indicators 1 5%ofschoolsprovidingschoolswimming 5 inlinewithasaschoolswimming recommendations 2 netincreaseinoverallparticipationin a swimmingby2017of110,000participants ancreasingthenumberofadults26 i participatinginswimmingby88,000 bncreasingthenumberof16-25yearolds i participatinginswimmingby22,000 cncreasingthenumberofdisabledpeople i regularlyparticipatinginswimmingby15,500 3 84formalclubnetworks 4 a6000increaseincategory2memberships b nincreaseinthenumberofquality a swimmers,measuredby synchronised swimming­minimumof4 athletesfromtheenglandtalentprogramme selectedforgbjuniorteam disability swimming ­aminimumof24 swimmersfromtheenglandtalentprogramme swimmerswhoachieveconsideration standardsforworldclassdisabilityswimming programmes diving­aminimumof4diversfromthe englandtalentprogrammewhoprogressonto worldclasspodiumpotentialprogramme swimming­aminimumof32swimmerson theenglandtalentprogrammewhoachieve theworldclassprogrammepooloropenwater considerationstandards water polo­women su17team6thin europeanchampionships­women su19 team5thintheeuropeanchampionships ­men su17team11thintheeuropean championships­men su19team10thinthe europeanchampionships 5 5%satisfactionsurveyofemployers/clubs 8 aroundtheskillsoftheirworkforce 6 5%satisfactionsurveyofstakeholdersaround 8 theleadershipoftheasa 5

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asa strategic plan 2013-17 key successes and outcomes 2009-13 british gas england talent development programme in the last three years the talent development programme has delivered · thedevelopmentofninebeaconprogrammes · hedevelopmentof14highperformance t talentclubprogrammes · 00athletesaccessingaase,resultingin70 4 successrate · 84newswimmerdisabilityclassifications · 49%improvementinthenumberofenglish a worldrankedathletes,farexceedingtheoriginal targetof10 facilities in the last three years the facilities team through its work with clients local authorities and industry partners has influenced the following · hesavingofatleastfivepoolsfromclosurethrough t fundingandexpertisesupport · hesupported63newsiteswithswimmingpools t · aveinvestedwholesportplanfundingof£1,033,00 h across32projectswhichhasgivenatotalinvestment returnof£7.8minpartnershipfunding · pgradedandredeveloped41learnerpoolsacross u thecountry · ompletionofthreenewandtworefurbished c divingfacilities · stimatethatanadditional2millionpeoplehave e benefitedfromvariousschemesthathavereceived wspfunding 6

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marketing sponsorship in the past three years the asa has built strong working relationships with partners including british gas speedo and kellogg s giving us additional investment and access to their large customer bases the asa has organised and operated successful national campaigns including the big splash in conjunction with the bbc which · eliveredsignificantpublicityforswimmingingeneral d estimated£10mworthofcoverage · alvanisedthepoolindustryanddeliveredanenhanced g offertoconsumers · xpandedourdatabasemarketingandcrmcapability e byover50,000people · providedafantasticplatformforourbbcpartnership · boostedswimathontodeliveritsbesteveryear theasaisrecognisedbythenationalskillsacademy nsaasacentreofexcellencetrainingproviderwitha wideinternationalinfluence.wehavesharedexpertise andproductswithsouthafrica,jordanandirelandinthe last24monthsandaredevelopinginnovativeeducation programmesincludinge-learningcapabilities,flexible coursedeliveryandbespokeeducationprogrammes customer/partnership relationships in the past three years the asa has continued to build strong relationships · ontractualrelationshipswithover1,500pools c includingallofthemajorpooloperatorsandcorecities topurchaseproductsandservicesfromtheasa · ehaveafurther1,500poolswherewehave w agreementstodelivereducationcoursesforthe workforce · oodrelationshipswithindustrypartnerssuchaschief g leisureofficersassociationcloa sporta,fitness industryassociationfia · trongrelationshipswithsupportpartnerssuchasthe s youthsporttrustyst sportscoachukscuk english federationofdisabilitysportefds skillsactiveandthe charteredinstituteforthemanagementofsportand physicalactivitycimspaandanemergingrelationship withstreetgames workforce development in the past three years the asa has continued to design develop deliver and award various quality education and training programmes the asa is a unique governing body of sport as it can provide a fully inclusive workforce package informed by insight activity conducted with its direct customers and consumers in summary the asa includes · nofqualrecognisedawardingorganisationwhich a overthepastfouryearshascertificatedover25,000 qualificationscoaching,teachingandinstructingand 20,000cpds · grade2ofstedinspectedtrainingprovider­the a instituteofswimmingios­deliveringindustry-wide educationprogrammesinclusiveoftechnical qualificationsandapprenticeships · trainingfor6000volunteersperyear 7

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asa strategic plan 2013-17 learn to swim swimming s vision includes the clear statement every child learns to swim this opportunity should be provided through a fully inclusive programme regardless of age ability or ethnicity theasa sobjectiveistocreateaseamlesspathwayfor children0­13years throughaneffectivenetworkof deliverypartners,fromnonswimmerstohavingtheability toswimcompetently ourobjectiveislinkedtothatofthegovernment s-that everychildshouldhavetheopportunitytolearntoswimat primaryschool.arobustmeasureshouldbeputinplaceto ensurethatpupilscanswimunaidedforasustainedperiod oftime,overaminimumdistance,usingarecognised stroke,whichwillcontributetothembeingsafeinand aroundwater.thisshouldbeachievedbythetimethey reachtheendofkeystage2theendofprimaryschool theasawillmonitorthisbycarryingoutanannual schoolswimmingcensusofks2attainmentlevelsat primaryschool in order to deliver its objective the asa must ensure that children and parents have access to · theappropriatelearningenvironment · anappropriatefacility · heappropriateworkforceateachstageofthelearn t toswimprogramme · appropriaterewardschemes · appropriatereferralprogrammesfromlearntoswim the responsibility for leading on the teaching of swimming inclusive of all aquatics rests with the asa however in order to deliver its strategy engagement must happen with the following key delivery partners · pooloperators · schools · swimschools · asaclubs 8

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to support its partners the asa will provide leadership through · appropriateresearchandmarketintelligence · aintainingtheongoingdevelopmentofappropriate m learntoswim/watersafetyprogrammes · heprovisionof,developmentandongoingsales t ofanawardsscheme · therecognitionofqualitylearntoswimprogrammes · ppropriatereferralprogrammesbetweenlearnto a swimpartners,clubsandotheraquaticactivities · obbyingofgovernmenttoraisetheawareness l ofschoolswimming provide qualifications and training through delivery of training and ongoing personal development programmes for · assistantswimmingteachers · swimmingteachers · schoolteachers provide support advice and guidance regarding disability through · eliveryofalphaawardsaspartofthebritishgasasa d learntoswimframework · trainingforteachersondisabilityintegration facility advice and support through · mprovingaccesstoawiderrangeoffacilitiestoallow i learntoswimprogrammestobedelivered · adviceandguidanceonrefurbishmentsandnewbuilds · dviceandguidanceonimprovingdisabledaccessto a swimmingpools 9

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asa strategic plan 2013-17 more people swimming the asa is committed to increasing the number of people swimming on a regular basis and will over the next four year period work with its customers to deliver a net increase in overall participation in swimming customersarecriticaltothesuccessoftheasa sdrive toaddressparticipationinswimming.therelationship betweentheasaandit scustomersmaychangeovertime andneedstobeacollaborationthatallowsflexibility,yet stillachievestheultimateoutcomes importantly,therelationshipneedstobeinformedby qualitylocalinsighttoenableitscustomerstoprovide swimmingactivitiesthatsatisfythelocalmarketthrough effectivepoolprogramming.furthermore,theasaneeds toworkwithitscustomerstoensureitcanefficiently monitoranyinterventions-tounderstandtheimpactand tomakeanynecessarychangestoensureitsworkcan havetheeffectitstrivesfor theasawillworkinpartnershipwithcustomersand developa`coreoffer ofservicethatwillsatisfyconsumers needsandmotivations.theasa scoreofferisa combinationofsolutionswhichinvolve insight ­understandingthelocaldemographic,their needsandmotivations facilities ­providingexpertiseandguidanceonallaspects ofpooldesign,buildandoperationalmanagement ensuringfinanciallysustainablefacilitieswhichmeetthe demandsofthelocalcommunity pool programming ­usingthewaterspacetobestmeet theneedsofthelocaldemographic workforce ­developingaskilledandqualifiedworkforce toprovideaqualityexperienceforconsumers marketing ­complementinginterventionswith appropriateandflexiblemarketingproducts 11

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asa strategic plan 2013-17 to increase participation the asa will · ocusitsworksoitcanhavemaximumimpact­ f youngpeopleaged16-19,femalesaged35+and disabledpeople · argetexistingconsumerswhoswim`occasionally t monthlyorwhoswimforlessthan30minutes,to swimmoreregularlyandforlonger · ttractlapsedparticipantsbacktoswimmingby a understandingtheirneedsandworkingwithcustomers toprovidemoreappropriateswimmingexperiencesin thefuture · nvestinresearchandinsightcapabilitiestodevelop i newandinnovativeproductsandservicestomeetthe needsofconsumersandcustomers · orkwithcustomersonpoolprogrammingand w openingtimestomeettheneedsofconsumersand buildonexistingcustomerrelationshipstoensuremore waterspaceisavailabletoincreaseaccesstoswimming opportunities the asa will support its partners by 1 providing leadership in the development of insight led programme areas · earnandimprove­thiswillincludeinterventionsthat l supportyoungpeopleandadult`learntoswim and `improver · ommunityswimming­thiswillincludeformalaquatic c activitythatcanrangefromafter-school`aquaticyouth clubs new`communityclubs linkstootheraquatic activitysuchassurf-lifesaving,mastersswimming `swimathons andopenwatermassparticipation · ealthandwellbeing­thiswillfocusontheuse h ofswimmingasatoolforhealthandwellbeinge.g britishgasswimfit,activeworkplaces 2 improving customer relationships · nvestinitsownbusinesspracticestoensurecontinuous the asa works with a wide range of customers who i monitoringandevaluationofdesignatedworkareas own or operate pool facilities these include local withourcustomersandconsumers authorities trusts private commercial operators schools fe he institutions hotels and holiday · orkwiththesponsorstodevelopanddeliver w parks in order to meet its outcomes the asa needs activationprogrammeswhichencourageincreased to increase its sphere of influence with its customers participation to do this it needs to · increasethenumberofcustomersitengageswith · evelopformalpartnershipagreementswith d itscustomers 12

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3 development of local aquatic networks · heasawantstoworkwithitscustomersto t coordinatetheiraquaticprogrammingacrossanetwork ofpoolssothattheneedsofthelocalcommunitycan bemet.workingwithcustomersandpartnerswithin definedareas,thisislikelytobealocalauthority butnotalways.theasawillundertakeabusiness analysisofalloftheavailableaquaticfacilitiesinthe areaincludingschoolandeducationestablishments commercialandotheroperatorssuchashoteland holidayparks,whereappropriate · romthis,alocalaquaticstrategywillbedeveloped f acrosstheareawiththeaimofmaximisingpoolusage whereappropriate,thismayleadtotheopening uportheredevelopmentofschoolpools.theasa willprioritisethoseschoolpoolswithinlocalaquatic networkstoensurethatanyinvestmentwilladd additionalcapacitytothelocalarearatherthanjust movingregularswimmersfromexistingpools 5 increased disabled swimmer engagement inordertoretainandincreasenumbers,bespoke interventionswillneedtobeimplementedforeach disabilitygroup.todothistheasawill · seexistingprogrammestomeettheneedsofdisabled u swimmers · daptexistingprogrammessotheyareabletomeet a theneedsofdisabledswimmers · evelopnewprogrammesthatarespecificfordisabled d swimmers · orkwiththeenglishfederationofdisabilitysportto w developa`disabilityfacilitykitemark · fferstructuredtaster`aquaticsessions sothat o disabledswimmerscanbesignpostedtoappropriate aquaticactivities · orkinpartnershipwithothersportstodeliver w opportunities,maximiseresourcesandincrease involvement 4 development of aquatic community clubs · oensureappropriateopportunitiesareavailablefor t `semiformal swimming,thereisaneedtodevelop `newclubs ­communityclubs.thesecommunityclubs mayincludesatelliteclubs,aquaticyouthclubsand doorstepclubs · communitycluboffersorganisedaquatic a opportunitiesonaregularbasis,tomeettheneeds ofthelocalcommunity.thistypeofclubdoesnot participateincurrentasaorganisedactivitiesbuthas affiliatedmembers · hesenewclubsneedtolinktoexistingclubsand t otherswithaquaticactivitysuchastriathlonand surf-lifesaving;creatinganetworkofswimmingclubs thatprovideactivitiesappropriatetotheconsumers needs.theasawilllooktoincreasethenumberof communityclubs 13

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asa strategic plan 2013-17 the asa is a multidiscipline ngb and encompasses the following · swimming · diving · synchronisedswimming · disabilityswimming · waterpolo theasaiscommittedtosupportingclubswithin eachdisciplinetodevelopasqualityself-sustainable infrastructures,whichservetheneedsofitsmembership andlocalcommunitywithprovisionfortalentedathletes toreachthetopoftheirgame to deliver this the asa · asdevelopedaclubstrategythatwilldovetailwith h theasatalentprogrammeandvolunteeringstrategies · illrecruitateamofclubbusinessdevelopment w officers,whowillworkcloselywithnetworksofclubs toprovidethesupportasoutlinedwithinthestrategy · illensurethattheofficersworkalongsidethetalent w deliverystaff,aquaticofficersandlocalpartners toensureaseamlesspathwayfromlearntoswim programmesintoaquaticclubsandtalentprogrammes · nsuringlearntoswimleaverscontinuetobeengaged e inaquaticsthroughthecluboffer,rangingfrom8year oldstoreintroducingyouthandadultswimmers,or introducingnewmemberstoaclubenvironment 3 swim21 as a quality mark the asa will revise the club swim21 programme to ensure that · nlinewiththereviewedltad,swim21supportsthe i asa sobjectivestoprovideaclearandwelldefined swimmerpathway.swim21willencapsulaterising starsaswellasthoseconsumerswhohavereached theirpotentialbutdonotwishtoremaininthe competitivestructure · olesandresponsibilitiesaredefined.irrespectiveof r anaquaticclub splaceandpositioninthenetwork allaquaticclubswillberequiredtoidentifytheirkey roleandresponsibilitiestoassistwithsupportingthe athletethroughtheirathletejourney · tprovidesclubswitharobustkitemark,brand i anddevelopmenttool.asaminimum swim21 accreditation willbeachievableforallclubsto ensurethattheyaresafe,effectiveandchildfriendly · urthermoduleswillbebuiltonthisbaselevelto f recognisethoseclubsthatareworkingwiththe asatodeveloptheirclubwhilstbeingpartofan identifiedeffectiveathletepathway/network 4 creation of strong club networks · osupportclubstobeakeystrategicassetoflocal t aquaticnetworkslan lan swillhaveclear businessagreementsbetweenallstakeholders includingoperators,schoolsanddeliverersof swimming.clubswillsitattheheartoflocal aquaticnetworks,ensuringthattheathlete,coach andvolunteerpathwayisprovidedthroughlocal cooperationandprovision · odevelopandsupportbestpracticestoshare t knowledgeandexperiencesthroughlocalaquatic networks,thevariousasaagencies,partnerships forumsandstructurestoenhanceaquatic provisionandincreaseathlete,coachandvolunteer recruitment,retentionandprogression club strategy the key objectives within the club strategy cover five core areas 1 developing a strong club infrastructure · oprovideappropriateresourceandsupportto t clubsthatallowsthemtobecomefinanciallyviable organisations,thatengagemorepeoplewith aquatics,andsecureappropriatewatertimetomeet thedemandsoftheirconsumersneeds · osupporttheclubtoprovideaclubaquaticoffer t thatprovidesaclearretentionpathwayforall consumers,includingthosenotwishingtofollowthe talentpathwayprogramme 2 engaging new markets through partnership working and new opportunities osupportclubstoidentifytheirtargetmarketsand · t adaptexistingactivityorintroducenewoffersthat engagesandretainsparticipants 15

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