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A newly released report based on discussions at last year’s Aqua Summit and Aqua Industry Forum in Sydney has called for stakeholders in aquatic fitness to modernise the sector’s marketing and branding, redesign its training programs and enhance mentorship and support.

The report, Shaping the Future of Aqua Exercise: Insights from the 2024 Think Tank, from Dr Carleigh Yeomans and Dr Paul Bowell of the Department of Management and Marketing at Swinburne University of Technology - who facilitated the Think Tank - also calls for “clear leadership within the industry through organisations like Aqua Alliance, AUSActive or state-based organisations”.

With input from over 40 industry leaders, including representatives from industry peak bodies and aquatic and recreation facilities, the Think Tank gathered their thoughts and ideas on the direction of aquatic fitness, highlighting key issues facing the industry.

With aquatic fitness typically featuring a range of movements (including water walking, jogging, and resistance exercises using equipment such as aqua dumbbells or foam pool noodles) and encompassing a variety of fitness components to provide a versatile workout experience.

With its benefits in terms of enhancing cardiovascular health, muscle strength and overall fitness, along with other notable wellbeing benefits being acknowledged, the report referenced a 2021 study from Royal Life Saving Society - Australia, that indicated that 78% of aquatic facilities and swim schools across the country offer aqua aerobics classes.

It noted “this accessibility is important given the AusPlay National Sport and Physical Activity Participation Report (2023) showed that water-based activities were the most popular forms of exercise in 2023 for females aged 55+ and second most popular for males aged 55+.”

However, the report also noted confusions around naming conventions with terms such as ‘aqua aerobics’ being seen as outdated and industry organisations like Aqua Alliance and AUSactive advocating for the term ‘aqua exercise’.

The key recommendations from the report are:

Redesign Training Programs
Develop new, fit-for-purpose training courses that include practical, hands-on experience and are accessible nationwide. Advocate for funding to make these courses more affordable.

Modernise Marketing and Branding
Rebrand aqua aerobics using contemporary terms and imagery that appeal to a diverse audience.

Launch national marketing campaigns and utilise influencers to promote the benefits of aqua aerobics.

Enhance Mentorship and Support
Establish formal mentorship programs to support new instructors and provide ongoing professional development. Encourage experienced instructors to mentor new professionals.

Strengthen Industry Leadership and Collaboration
Establish clear leadership within the industry through organisations like Aqua Alliance, AUSActive or state-based organisations such as Aquatics and Recreation Victoria (ARV), Leisure Institute of Western Australia Aquatics (LIWA), Aquatics Recreation Queensland (ARQ) or Aquatics Recreation Institute (ARI) NSW.

Engage the industry to understand the workforce profile and needs and promote a culture of growth and development within organisations.

Aqua Alliance
Aqua Alliance is a leading organisation dedicated to promoting and enhancing the aquatic fitness industry in Australia.

It is committed to prioritising both participants and customers in aquatic exercise, highlighting the need for skilled instructors to ensure quality classes and advocating for additional support for team leaders and coordinators through experienced leadership. These efforts are intended to foster a collaborative environment where all stakeholders can contribute to the growth and success of aqua aerobics

The organisation supports professionals in the field through advocacy, education, and collaboration.

Click here to view Yeomans, C, and Bowell, P. (2024) Shaping the Future of Aqua Exercise: Insights from the 2024 Think Tank. Swinburne University of Technology.

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