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Swimtime enters fast lane with Sports Direct deal

Written by Josh Russell on Thursday, 14 January 2016. Posted in Franchise

New partnership between the swimming-lesson franchise and the sportswear chain is set to create over 100 jobs around the UK

Swimtime enters fast lane with Sports Direct deal

There’s nothing like a brand partnership to help two businesses make the best of a mutual opportunity. And perhaps the quintessential example is the new partnership entered into by Swimtime, the swimming lesson franchise. The company has teamed up with Sports Direct to provide lessons for its fitness clubs.

Given 25 out of 28 of Sports Direct’s budget gyms have swimming pools, this certainly seems like a match made in heaven. From the get go, Swimtime will be providing 1,200 lessons a week through the partnership, covering a wide range of classes including group lessons, one-to-one tuition and its Swimbabies classes. The new collaboration is set to create 100 jobs around the UK and will further cement Swimtime’s position in the market.

“Learning to swim is such an important life skill, so we’re keen to help bring affordable and accessible swimming lessons to all – and make them as fun and enjoyable as they can be," says Barry Price, director at Swimtime. “We currently provide more than 17,000 lessons a week across the UK and are excited at the prospect of increasing this number with the addition of lessons in Sport Direct’s fitness clubs. We’re particularly looking forward to expanding our offering of adult swimming lessons, which have become increasingly popular in recent years.”

Mel Crossland, head of sales and marketing at Sports Direct, added: “Swimtime has a proven track record, and is a trusted brand with the highest standards of compliance and swimming lesson management, so we’re confident that they will deliver exceptional lessons to children and adults alike.”

Here’s hoping that Swimtime and Sports Direct make a splash with this new partnership. 

About the Author

Josh Russell

Josh Russell

When he isn’t tooling around on trains in a tux like the Daniel Craig of the Greater Anglia transport system, Russell spends his time living the glamourous life of an enterprise journalist, judging Digital Business of the Year at the National Business Awards and attending conferences like NixonMcInnes’ Meaning 2013. However, like all good secret agents, Russell lives a double life – in his case, as a closet revolutionary. Social enterprise, sustainable business and collaborative practices are his true passions, something that he has had plenty of opportunity to air in his features here at Elite Franchise.

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