15% Lap it up for Sport and/​or Exercise

Weekend athletes turn to high-​end swimming lessons to fine-​tune their techniques, The Wall Street Journal reports.åÊSwim lessons can help serious weekend triathletes shave their times and improve their strokes. What many don't realize is that it is possible to be trained by former Olympians.

"Swim coaches used to fall into two categories: those who taught young children how to swim and those who coached competitive athletes in high school, college and the Olympics," Kevin Helliker writes in Adult Swim: Olympic-​Level Coaches at the Hotel Pool. "But today‰Ûªs classes increasingly target adult swimmers hoping to swim better. This category helps account for a 50% jump since 2010 in the number of coaches belonging to U.S.A. Swimming, the sport‰Ûªs governing body."

"Demand for these coaches is coming from a trio of fast-​growing pursuits. Triathlon‰Ûªs membership grew fourfold between 2000 and 2012 according to U.S.A. Triathlon, that sport‰Ûªs governing body. Lake and ocean racing‰ÛÓan Olympic sport since 2008‰ÛÓhas skyrocketed in popularity, with 10-​kilometer races alone jumping to 255 in 2014 from 101 in 2010, according to Steven Munatones, founder of the World Open Water Swimming Association."

"Then there is masters swimming, featuring meets between aging pool swimmers. Membership in U.S. Masters Swimming grew about 50% in the decade ended in 2014, to more than 62,000. Another factor is the aging dry-​land athlete whose aching joints beckon him toward low-​impact water," Helliker adds.

"Swimming also satisfies most of the requirements of a well-​rounded fitness regime. Like running, it enhances aerobic conditioning, while offering the muscle-​building benefits of resistance training. Like yoga, swimming can enhance flexibility, while focus on breath and proper stroke represent a type of meditation for some participants."

"Because the pinnacle of professional swimming‰ÛÓthe Olympics‰ÛÓdoesn‰Ûªt pay much, some of the sport‰Ûªs genuine stars are available for hire,"åÊHelliker went on to explain. "Gold medalists Sheila Taormina, Lenny Krayzelburg and Debbie Meyer are coaching swimming nowadays. Also for hire are former high-​level coaches such as Kim Brackin, who ran the University of Texas women‰Ûªs swim team from 2006 to 2012."

According to AudienceSCAN, 15% of Americans enjoy swimming laps or water aerobics for exercise, so it's worth looking into your local resorts and aquatic centers for advertising opportunities. They could be offering top-​notch swim lessons and you don't even know it! Here are a few more stats on swimmers to fuel your presentations. 63% of swimmers are women. Swimmers respond well to ads on social networks: They are 31% more likely than average adults to have taken action after seeing one in the past month. As referenced in the WSJ article, visitors staying in resorts in your area make good targets too. 64% of swimmers plan to take vacations this year ‰ÛÒ and they might be interested in taking a couple lessons during their stays!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.