AusLeisure

The national network of Belgravia Group owned JUMP! Swim Schools has reported a very strong start for 2021 following a challenging year for the entire industry due to COVID lockdown pool closures. In just over a 12-month period, enrolments nationally have increased 27%.

In Victoria, which was hardest hit by lockdowns in 2020, January enrolments this year were up 15% compared to the same time last year – a significant achievement for the group, according to JUMP! Swim Schools Chief Executive Mark Collins.

Collins notes “during the hurdles of last year, we kept open lines of communication with parents and the government. Due to the boutique size of our facilities, we were able to recommence lessons before many of the larger public pools, which allowed us to return to business-as-usual swiftly.

“As a result, our re-enrolments upon reopening were solid, which is also testament to the groundwork that has gone into the JUMP! brand both at a corporate and franchisee level. Our net promoter score currently sits at 87.1 which is extremely high, with parents citing our small class sizes, boutique centres and attentive teachers as the reason why.

“It has seen us buck the national trend reported in Swim Australia’s Swim Safer Report, which showed that 41% of parents had no intention of enrolling their child in swimming lessons despite summer being the peak drowning season.”

Collins adds “an active campaign focusing on kids’ safety post-lockdown has also helped to spur parents into action.

“When kids miss swimming lessons, especially for extended periods of time like we saw in Victoria, their skills go significantly backwards and this has been of genuine concern to our swim teachers coming into summer and recent school holidays. A lot of our messaging has focused on this and parents have responded.”

With some exciting developments in the works, including a dedicated water safety module in the program, Collins said the brand would continue to make a splash this year.

“We’re relaunching our franchising program to begin actively securing new franchisees across Australia.

“Stay tuned, there are some big things ahead for JUMP! Swim Schools. The time is right for innovation and further growth and we’re really excited about the coming months.”

JUMP! Swim School offers swimming lessons to babies and children in small class sizes at 53 boutique facilities across Australia and New Zealand.

The Belgravia Group acquired the JUMP! Swim Schools franchise network in August 2019.

For more information go to www.jumpswimschools.com.au.

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