Research by Hallam’s Sports Industry Research Centre which suggests that every £1 of financial investment spent on swimming facilities delivers £3.15 of social return on investment. The article in Sports Management seeks to address the reasons why people aren’t swimming as much as they used to. Data from Sport England’s Active People Survey 2016 showed that the number of adults swimming at least once a week had fallen by nearly a quarter (23.7 per cent) in the past decade.