The State of the UK Swimming Industry Report
The UK's swimming estate, measured and revealed — 2,878 qualifying pool sites and 4,262 individual pools, with data, industry views and interviews throughout. Read every page online at no cost.
Three ways EVOLVE helps Operators and Supplier brands make the right decisions.
One-off engagement
Should we do this site — and what will it deliver?
Launch is the decision pack for a single site: the catchment, the competition already trading there, the audience you can realistically win and the membership range the site can hold. One digital report, every figure sourced.
You need this if…
- 01A new-build or fit-out where the board wants the membership case evidenced
- 02An acquisition or asset purchase that needs pressure-testing before exchange
- 03A leisure contract or management handover you are bidding for
- 04A lender, funder or trustee asking where the members will come from
Leisure data has lived in silos for decades. We unify it.
Proprietary archive, agentic platform, independent research and bespoke consulting. Under one master brand, with the discipline of a single editorial team.
PinpointAI
Our agentic AI intelligence system, turning sector data into decision-grade analysis at speed. Lenses, Scopes and the full Pinpoint Analysis. Turning a postcode into a decision in seconds.
Trusted across the leisure economy
One data layer for the cohort.
A hierarchy of products; Snapshots, Lenses, Scopes, the full Pinpoint Analysis. An agentic AI orchestrating internal LDB data, external demographic APIs, and partner datasets in parallel. Synthesis is the product.
- Member · Site · Demand intelligence in a single query
- 30 years of LDB historical archive, instrumented and live
- National signal overlay. Weather, policy, economic indicators
- Strategic partner data and third-party sources, securely integrated
- Audit-ready, board-grade reporting
Cohort skews older, asset-rich and rural - groups N, D and F account for 23.4% of base, 1.8× the national benchmark. Recommend a wellbeing-led retention programme and a low-friction off-peak proposition for J and M (+11.6% combined).
EVOLVE Intelligence Stack. From raw signal to confident action
EVOLVE unifies three decades of leisure & wellbeing data into one auditable spine - then turns it into decisions you can defend. Four steps, one continuous workflow.
One data model.
14 archetypes.
Global population.
Every facility, member record, partner feed and public dataset is fused into a single, audit-traceable model. On top of it sits the EVOLVE Archetype framework — a behavioural segmentation of the entire adult population, mapped across three engagement tiers.
The archetypes are how operators, suppliers and investors stop guessing who's in their catchment, who they're really serving, and who they're missing.
From the practice
"We used to spend six weeks on a feasibility. With EVOLVE, we get a defensible answer before lunch. And the working out is auditable."
See your catchment, your category, your portfolio. In one view.
Book a 30-minute walkthrough with the EVOLVE team. Bring a postcode.