red cross swim
DESCRIPTION
Red Cross Swim Program Update Adults and Teens Components Canada CanadianTRANSCRIPT
© 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
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
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