A data profile of the people who buy, follow and care about Swimming in United Kingdom — modelled from more than twelve digital signal sources. Swimming has an estimated audience of 11,230,282 people in United Kingdom.
The average Swimming fan in United Kingdom is 45.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Swimming pool, Mountain Warehouse, Adam Peaty, with strongest over-indexing on Swimming pool (1.6× the country average).
Demographically, the Swimming audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Sports Activity, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Swimming fan in United Kingdom is more female, around 45.1 years old, with strong Sports Activity tendencies and a notable affinity for Swimming pool.
The key figures that characterise the Swimming profile in United Kingdom.
57.9% are female, 42.1% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 45.1 |
| Estimated audience size | 11,230,282 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 33% |
of the worldwide Swimming audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 6.3% |
| Italy | 5.0% |
Where the Swimming audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~1.5M | 1.43× | |
| 02 | Wales | ~800K | 1.29× | |
| 03 | Scotland | ~1M | 1.16× | |
| 04 | South West | ~1M | 1.14× | |
| 05 | England | ~8.5M | 1.06× | |
| 06 | East Midlands | ~800K | 1.03× | |
| 07 | Yorkshire and the Humber | ~800K | 0.89× | |
| 08 | South East | ~1.5M | 0.86× | |
| 09 | North East | ~400K | 0.83× | |
| 10 | East of England | ~800K | 0.79× | |
| 11 | Northern Ireland | ~300K | 0.79× | |
| 12 | Greater London | ~1M | 0.76× | |
| 13 | West Midlands | ~300K | 0.69× |
The strongest cross-interests of the Swimming audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Backstroke | Sports | 5.38× | ||
| 02 | Adam Peaty | Sports | 3.23× | ||
| 03 | Middle-distance running | Sports | 2.43× | ||
| 04 | Center Parcs UK | Travel & Leisure | 2.31× | ||
| 05 | Human swimming | Sports | 2.26× | ||
| 06 | Coach | Fashion & Accessoires | 2.25× | ||
| 07 | Bicycle touring | Sports | 2.16× | ||
| 08 | Indoor cycling | Sports | 2.11× | ||
| 09 | Center Parcs | Travel & Leisure | 1.94× | ||
| 10 | Virgin Active | Health | 1.94× | ||
| 11 | Legoland Windsor Resort | Travel & Leisure | 1.86× | ||
| 12 | Mountain Warehouse | Fashion & Accessoires | 1.80× | ||
| 13 | Jogging | Sports | 1.74× | ||
| 14 | Diaper bag | Kids & Family | 1.74× | ||
| 15 | Sprint (running) | Sports | 1.73× | ||
| 16 | Swimming pool | Sports | 1.60× | ||
| 17 | Primary education | Kids & Family | 1.57× | ||
| 18 | Fat Face | Fashion & Accessoires | 1.56× | ||
| 19 | Road running | Sports | 1.53× | ||
| 20 | Sportswear (fashion) | Fashion & Accessoires | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.30× | |
| Family Orientation | CONSERVATISM | 1.23× | |
| Sustainability | BALANCE | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.96× | |
| Extroversion | THRILL | 1.00× | |
| Creativity | OPEN | 1.03× |
Swimming has an estimated audience of 11,230,282 people in United Kingdom, concentrated in England and North West.
57.9% of Swimming fans are female, 42.1% are male, with an average age of 45.1 years.
Swimming fans show strongest brand affinity for Swimming pool (1.6×), Mountain Warehouse (1.8×), and Adam Peaty (3.23×) over the country average.
Swimming fans in United Kingdom are most concentrated in England (reach ~8.5M), North West (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Swimming itself, the audience over-indexes on Mountain Warehouse (1.8×), Adam Peaty (3.23×), Primary education (1.57×), and Bicycle touring (2.16×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Swimming. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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