British Gas SwimBritain
This project's parent organization is British Gas
It operates in United Kingdom
It uses Water sports
Entered the Corporate Citizenship Campaign of the Year
More about British Gas SwimBritain
Britain is not fit enough. Obesity is on the rise. Research suggests that only 7% of men and 4% of women meet government advice to do 30 minutes of exercise a day and 25% do less than 30 minutes of exercise a week.
Cycling and running have exploded as fitness sports recently. We believe that Swimming is the next big opportunity in health and fitness. It is a very accessible sport. There are over 5000 pools in England alone. Government figures show that 2.9 million people are swimming for 30 minutes once a week - making swimming the UK's largest participation sport.
However through consumer research we discovered that most people are not aware that swimming is one of the best sports for health and fitness.
Through SwimBritain our aim is to drive behavioural change and drive participation in the sport of swimming through introducing a new participation concept.