SwimVox is a large-scale, scientifically grounded visitor study for public swimming pools. Developed with academic partners and sector organisations, it helps pools to understand their visitors, strengthen their offer and demonstrate their social value.
In 2022, Sento, together with the Mulier Instituut and Ghent University, organised a first large-scale study for public swimming pools in the Netherlands and Flanders. In that pilot study, 240 pools took part and more than 42,000 visitors shared their opinion: swimmers, occasional visitors and non-swimmers. Around 80 percent of respondents completed the questionnaire in full.
The study yielded insights into the behaviour, needs and satisfaction of pool visitors: a strong wellbeing effect (social, emotional and physical, even more pronounced among the over-60s), high scores for accessibility and facilities, and concrete barriers such as water temperature, ticket prices and feeling comfortable in swimwear. The use of pools, including school swimming, and the main reasons for visiting, from recreation to training and wellness, were also mapped.
Today SwimVox has grown into a European study in seven countries, with more than 300 participating pools. The questionnaire follows a common European standard, adapted to the national context of each country, so that participating pools can compare themselves anonymously with similar pools at home and abroad. With Sentomus, Sentobib and SentoVox, Sento also organises large-scale visitor research for museums, libraries and performing arts venues.
The Mulier Instituut and Ghent University provided the scientific basis; the Vereniging Sport en Gemeenten and the Netwerk Lokaal Sportbeleid contributed to the development and dissemination of the study.
In the media
A selection of the coverage of the pilot study, and what participating pools did with their results.
ZwembadBranche
Public swimming pools play a crucial role in sport, recreation and health. The large-scale visitor study gives policymakers insights to align swimming pool policy more closely with the needs of swimmers.
Regional press
Zwembad In de Bandert in Echt and Eurobad Maasbracht achieved excellent scores. Visitors rated their overall satisfaction at 8+ and 8, with hygiene, safety and the friendliness of staff as strong points.
HLN
Zwembad Breeven in Bornem is adjusting its offer and opening hours on the basis of the results: structured time slots for lane swimmers, extended recreational facilities and better use of off-peak hours.
HLN
At De Treffer in Waregem, 97 percent of visitors are satisfied with the infrastructure and 90 percent with the changing rooms, showers and toilets. On hygiene, the pool scores 10 percent higher than other pools.
Register your pool and receive a personalised survey, a live dashboard and a benchmark against comparable pools.