‘in at the deep end’ does more to keep its head above water
A Sunderland swimming school is going to great lengths to improve its offer to potential clients.
‘in at the deep end’ this year celebrates its 10th anniversary with the launch of a new website that will improve swimmer sign-ups, payment and retention.
The firm, which has close to 600 students on its books, was started by directors Mark McNichol and Kim Cain.
The pair are aiming to grow the school and eventually supply high quality swimming coaching across the entire region.
“Swimming and learning to swim is so important for young people,” said Mark.
“It’s a sport that can save your life, so as well as being coaches, we are vocal advocates for the need for everyone to learn the basics.
“For ten years we have built up in at the deep end with the firm belief that we are not necessarily training people for the Olympic Games, we’re providing a skill that could get them fit, enjoying themselves and ultimately, that could help save lives.”
The new website – www. inatthedeepend.com – allows would-be swimmers and parents to enrol, pay and keep abreast of all updates from the swim club, which is based in Sunderland and South Tyneside and now employs 12 people.
“We wanted to make the whole process as easy, accessible and autonomous as possible, and give the people and parents control of when they swim and where they swim, while also being able to keep track of payments themselves, without us having to send reminders,” added Mark, who runs in at the deep end alongside his job as a special needs teacher in Sunderland.
“We have grown from a handful of students in 2008 to approaching 600, operating out of Castle View Enterprise Academy and Thornhill Academy.
“Growing the company has been a fantastic experience but we really had to look at improving online business.”