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© Canadian Red Cross 2008 Red Cross Swim Program Update Adults and Teens Components

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Red Cross Swim Program Update Adults and Teens Components Canada Canadian

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© Canadian Red Cross 2008

Red Cross Swim Program Update Adults and Teens Components

© Canadian Red Cross 2008

Objectives of the Presentation

• Give an overview of the market research conducted with teens, adults, and Aquatic Programmers

• Introduce the new Red Cross Swim Program additions as a response to identified market needs

© Canadian Red Cross 2008

Program Philosophy

Swimming & Water Safety Goal Statement“Improve the quality of life by giving people the skills to make safe choices, increase physical fitness, prevent

injuries, and act in emergency and rescue situations.”

SloganRed Cross Swim. Swim with the best!

© Canadian Red Cross 2008

Section 1

Market Research Overview

© Canadian Red Cross 2008

Research Studies

• 3 studies were performed to assess the aquatic market for adults and teens

1. Online survey of 788 Canadian adults

2. Four focus groups with Canadian teens

3. Phone Interviews with 19 Authorized Providers

© Canadian Red Cross 2008

Adult Aquatics Market Research

The starting point • Adult learn-to-swim market was identified as small in

2003• Demographic changes are impacting aquatics. Baby

boomers are moving to more leisure and recreational lifestyles

• There are two sub-groups based on lifestyle: Adults with kids (different ages and programming needs) Adults without kids (different ages)

© Canadian Red Cross 2008

Adult Aquatics Market Research (cont.)

What we found out• 57% of adults aren’t active enough*• Of those who are…

37% currently participate in aquatics 51% have lapsed participation in aquatics

• Top reasons: loss of interest and lack of convenience & 28% of the females were uncomfortable in a swimsuit

* Active = greater than 90 minutes of physical activity per week

© Canadian Red Cross 2008

Adult Aquatics Market Research (cont.)

Top Desired Benefits• Health• Personal interest • Exercise • A sense of accomplishment• For males, camaraderie

• For females, convenience and economical value

© Canadian Red Cross 2008

Adult Aquatics Market Research (cont.)

Opportunities• There is a strong perception that participants in

aquatics will reap health benefits but there is little awareness of available programs

• Non-swimmer adults are interested in learn-to-swim for kids and themselves

• With the right programs we may be able to attract participation longer (reduce fatigue) or attract those who have lapsed in participation

• The therapeutic benefits of aquatics

© Canadian Red Cross 2008

Teen Aquatics Market Research

What we found out • 10 to 15-year-olds are tough to reach because this life

stage is very transitional• Tween to early-teen years involve growing and evolving

responsibilities • Tweens/teens have a great desire to make decisions for

themselves…meanwhile, parents are still learning to relinquish control

© Canadian Red Cross 2008

Teen Aquatics Market Research (cont.)

Motivators• Origins of involvement – decision starts with parent and

shifts to teen• Friends – play a strong role in starting or continuing

participation in a program• Importance of athletics – shifts from pure enjoyment to

need for physical activity (fitness)• Gender – males need competition more, females need

friends and teamwork more

© Canadian Red Cross 2008

Teen Aquatics Market Research (cont.)

Opportunities• A fun, unique, fresh program to

engage teens• An Instructor who is someone

teens can “relate to” (age-wise)• Appropriate messaging to

parents and teens separately• Build in incentives to encourage

friends to sign-up together

© Canadian Red Cross 2008

Comments from Interviews with Programmers

Challenges/barriers in attracting youth• Selecting the right leader – “someone youth friendly”

• Balancing teens’ need for fun with structure

• Studying and school work is a big priority for parents and youth – “they don’t have time for fluff”

• Facility limitations – space, type of facility and the programs that can be run (deep water)

• Challenges reaching youth through traditional communications means

© Canadian Red Cross 2008

Section 2

Red Cross Swim Program Additions

© Canadian Red Cross 2008

Our Response

• Within Red Cross Swim we have developed new components that Meet the diverse needs of adult and teen audiences

• Learn-to-swim or improve-swimming• Enhance healthy lifestyle choices• Increase fitness options

Provide flexible programming options Are accompanied by marketing tools that pools can

use for promotion

© Canadian Red Cross 2008

New Red Cross Swim Components

• 2008 Red Cross Swim launches program components for new audiences!

© Canadian Red Cross 2008

Red Cross Swim Basics

Type Learn-to-swim program

Audience Adults and teens

Objectives Introduce fundamental skills for shallow and deep water

Fosters basic knowledge and safety skillsContent Focus on building comfort in the water and teaching

basic swimming skills (Red Cross Swim Kids levels 1 to 3) working from entries and exits to front swim

Benefits Participants progress at their own rate and are given personal feedback and assessment

© Canadian Red Cross 2008

Red Cross Swim Strokes

Type Strokes and endurance program*

Audience Adults and teens

Objectives Improve strokes in general or increase proficiency in a stroke to participate in other aquatic sports or activities (like triathlon)

Content Content and goals are set in consultation with instructors. Participants are encouraged to set their own goals, and see improvements

Benefits Participants able to track their improvement in strokes, distance, speed and level of fitness

* Can also be used with Red Cross Swim Kids levels to work on specific strokes

© Canadian Red Cross 2008

Red Cross Swim Sports

Type Aquatic sampler

Audience Adults and teens

Objectives Teach the basic skills required for a variety of aquatic sports and activities, including water polo, diving, underwater hockey, surfing*

Content Each sport is introduced in two sessions with fun activities that also include knowledge components designed to encourage further participation in the sport

Benefits As a participation-based program, there is a fun and open learning environment where swimmers of different abilities can participate together* For applicable pools

© Canadian Red Cross 2008

Who Can Teach the New Adult and Teen Program?

• Current Red Cross WSIs They are already familiar with Red Cross Swim programs;

so they can teach these new modules with a little orientation

Also, the additional skills supported by lesson plans

© Canadian Red Cross 2008

Task

In your groups, using the program guide resource available,

• Prepare a brief core plan of Triathlon, Boating, Diving, Waterpolo, Underwater Hockey, Synchronized swimming to present during your In Service Training on a flip chart.

• Make sure you indicate in your core plan the items that you feel will give a WSI the most difficulty to teach

© Canadian Red Cross 2008

Products

• Red Cross Swim Journal Is a tool to track progressions, healthy lifestyle choices,

achievements and skills attained It can be used for all 3 new components of the adult/teen

program

• Instructor Worksheets Red Cross Swim Basics only

• Lesson Plans Red Cross Swim Basics and Red Cross Swim Sports only

© Canadian Red Cross 2008

Electronic Marketing Tools

• Tools for staff PowerPoint presentations Information sheet (features/benefits)

• Tools for Authorized Providers on AP Net Leisure guide information and branding Web banners Information sheets Quick reference sheets for front line staff

Downloadable direct marketing tools

© Canadian Red Cross 2008

Task

Small group work

Divide the flipchart paper in half. On the left side put the title of “Challenges” on the right side the title of “Solutions”.

Brainstorm all the challenges you would have implementing this program for your assigned age group (adult or teen).

Switch papers, the new group comes up with the solutions.

© Canadian Red Cross 2008

Next Steps

• The activity modules can be offered like “one offs” or can be combined for a session.

• It is important to recruit an instructor who is both knowledgeable in the module and works well with the teen or adult age group.

• Communicating further about the program Through our Authorized Provider site

www.redcross.ca/apnet under news/updates

© Canadian Red Cross 2008

Look for the new Red Cross Swim program components in late 2008!!

Red Cross Swim. Swim with the best!

This document is complimentary and is provided from the National Recreation Database by the Lifestyle Information Network (LIN) www.lin.ca

Appropriate Use