press release: Swim England
New Swim England campaign reveals why summer holiday preparation starts in the swimming pool
As families start to look ahead to the school summer holiday, Swim England's #LoveSwimming campaign is urging parents not to wait until they're packing their suitcases to think about water safety, because the time to start swimming lessons is now.
The campaign, fronted by international swimmer and broadcaster Michael Gunning, highlights a simple but striking difference between a child who can swim and a child who is truly water safe, and that difference matters most when families are around water on holiday.
Being truly water safe is not something that can be built overnight, it takes consistent, structured lessons to give children the skills to stay calm, float, and stay safe in open water.
The campaign is calling on parents to book swimming lessons now, ahead of the summer holidays, so their children are truly ready when it matters most.
Michael Gunning said: "Summer holidays should be about having fun and making memories together in the water, but for many families, that enjoyment is held back by worry, whether that’s at the beach, lake, by the pool or in open water.
“Swimming gave me confidence, joy and a love of the water that I’ll carry with me for life, and that’s something every child deserves. I was lucky my parents put me into lessons early, because for me now it’s not just a sport, it’s a vital life skill. There’s a real difference between a child who can swim and one who is truly water safe. That means being able to float, stay calm and handle themselves in open water, and those are skills that take time to build.
“Don’t wait until you’re packing your suitcase, start lessons now and give your family the confidence to enjoy the water together. The fun and memories you make will be worth it!”
Now in its ninth year, #LoveSwimming is Swim England's national campaign, run in partnership with 10 leisure operators across England, designed to encourage more people to get into the water and experience the wide-ranging benefits that swimming and swimming lessons can bring.
The campaign has tackled a range of issues across its lifetime, from teacher shortages and the wider life skills swimming lessons provide, to the mental health benefits of time in the pool and the importance of starting lessons at the earliest possible age.
Each wave is designed to meet families where they are, speaking to the real-life moments and motivations that make swimming lessons relevant to their lives.
Wave 17 turns its attention to the summer holidays, urging parents to get their children into lessons now so they are confident, capable and truly water safe when it matters most.
Swim teachers featured in the campaign are clear that it is the later stages of lessons, often the ones parents are most tempted to stop, that build the skills which matter most in real-world water environments.
Helen Marney, director of community participation and health at Swim England said: "Every summer, families head to the water together, and every summer, tragedies occur that could have been prevented. We want to change that.
"Swimming lessons are not just a childhood milestone, they are one of the most important things a parent can do to keep their child safe and not just in the pool, but on holiday, at the beach and around open water. The #LoveSwimming campaign is all about getting your children ready to enjoy the water and be safe.
"If your child is not yet in lessons, start now. If they are, keep them going, water confidence doesn't happen overnight, but when it does, everything changes for your child, and for your whole family."
The #LoveSwimming campaign launches on Thursday 7 May 2026 across Swim England's social channels and partner pools nationwide.
Parents can find their nearest swimming lessons at swimming.org/poolfinder.
About Love Swimming
Love Swimming is a national campaign delivered by Swim England in partnership with 10 funding partners. This includes Active Leicester, Alive West Norfolk, BH Live, Everyone Active, Freedom Leisure, Nuffield Health, Parkwood Leisure, Places Leisure, Plymouth Active and Wiltshire Council.
Love Swimming is the first ever industry-wide campaign that is getting the UK talking about swimming. Working in collaboration with Swim England and eight other partners in the sport and leisure industry, we are delivering massive reach, engagement and action.
The innovative strategy has been created with the help of the industry and embodies the culture and values everyone in the aquatics community should strive to achieve. At its foundation are strong, guiding principles and 18 goals which set out our roadmap for the future.
One Swim England aims to create an inclusive and welcoming environment to help people of all ages and backgrounds learn how to swim and reap the benefits of aquatic activity.
"Their comprehensive programs and resources continually enhance our operations and delivery, and the professionalism and expertise of their team is evident in every interaction. Swim England's commitment to promoting our sport has helped to foster a positive and inclusive environment for our learners and working closely with them allows us to offer fantastic ongoing opportunities for development.”
– Krystal Buckley, director, Triton Training
