What SwimVox measures - Visitor experience, NPS, impact and more
Research themes
The SwimVox study covers every relevant aspect of a visit to your pool, from the experience in the water to the social impact on your visitors. Each theme is designed so that you can turn the findings into concrete action.
Details →Theme 1
How visitors experience your pool
How do visitors experience their swim and the visit as a whole, from arrival to departure? This theme maps the experience across several dimensions and can be filtered by visitor type, activity and visit frequency.
Visitor experience
- Welcome, atmosphere and friendliness of staff
- The experience in the water: water temperature, crowding, tranquillity
- Hygiene and safety
- The full journey: booking, arrival, changing rooms, departure
Theme 2
Evaluation of your offer and activities
How do visitors rate your offer: lane swimming, recreation, swimming lessons, aqua sports and events? Which time slots and formats appeal to them, and where do they see room for improvement?
Offer and activities
- Offer by activity and target group
- Opening hours and time slots
- Pricing and season pass options
- Swimming lessons, clubs and school swimming
Theme 3
Beyond the figures: the real effect of your pool
Measuring satisfaction and experience is essential, but the true social value of a public swimming pool goes beyond standard statistics. Pools contribute to the health, wellbeing and social cohesion of a community. The study applies a Danish-British model, originally developed for the cultural sector, to swimming pools, across four impact dimensions:
Impact Compass Model
- Emotional impact (Emotional haven): the pool gives a sense of wellbeing and a moment of mental relaxation
- Physical impact (Physically fit): thanks to the pool, I work on my health and fitness
- Sporting impact (Active in sport): I can keep swimming all my life; the pool is an important place to stay active
- Social impact (Part of the community): I meet other people there; the pool is important for my social life
Theme 4
Infrastructure and facilities
How do visitors rate your building, pools and amenities? This theme can be benchmarked against comparable pools and points to concrete areas for improvement.
Infrastructure and facilities
- Pools, slides and recreational features
- Changing rooms, showers and toilets
- Access, parking and accessibility
- Cafeteria, relaxation and wellness
Theme 5
Evaluation of communication strategies
Through which channels do visitors get to know your offer, and how do they rate your website, newsletter, social media and on-site signage? This helps you deploy your resources more efficiently.
Communication
- Information channels used
- Rating of the website and online booking
- Social media and newsletter
- Signage and information in the pool
Theme 6
Profile of your visitors
Who are your visitors? Age, household composition, origin, visit frequency, activities and motivations, to be cross-referenced with experience and satisfaction.
Visitor profile
- Demographics and origin
- Companions and visit frequency
- Activities and motivations: recreation, training, wellness
- How they got to know your pool
Theme 7
Net Promoter Score
Would visitors recommend your pool to family, friends or colleagues? On a scale from 0 to 10 we calculate the Net Promoter Score, an internationally recognised measure of loyalty and engagement.
Net Promoter Score
- Promoters (9 to 10): enthusiastic visitors who recommend your pool
- Passives (7 to 8): satisfied, but not strongly engaged
- Detractors (0 to 6): critical visitors who would not recommend your pool
- NPS = percentage of promoters minus percentage of detractors
Theme 8
Insights into non-visitors and lapsed visitors
Why do lapsed visitors no longer come, and why do non-visitors stay away? Which barriers do they experience, such as water temperature, price or feeling comfortable in swimwear, and how can they be won over? The dynamic survey recognises these profiles automatically and shows them questions adapted to them.
Non-visitors and lapsed visitors
- Barriers and motivations of non-visitors
- Reasons why lapsed visitors do not return
- Opportunities for new visitor groups
- Concrete suggestions through open questions
Loyalty indicator
Net Promoter Score (NPS)
We ask pool visitors whether they would recommend the pool to family, friends or colleagues, on a scale from 0 (definitely not) to 10 (definitely). The percentage of promoters minus the percentage of detractors gives the NPS. This measure helps pools assess visitor satisfaction and identify areas for improvement in engagement, and is comparable across pools and sectors.
0
1
2
3
4
5
6
7
8
9
10
0–6 · 15%
7–8 · 30%
9–10 · 55%
NPS = 55% − 15% = +40
−100 … +100
Find out what your visitors really think
Register your pool and receive a personalised survey, a live dashboard and a benchmark against comparable pools.