Swimming Audience in United Kingdom
Swimming has an estimated audience of 11,230,282 people in United Kingdom. 57.9% are female, 42.1% are male, average age 45.1. Top regions: England, North West, South East. Top brand affinities: Swimming pool, Mountain Warehouse, Primary education, Bicycle touring, Adam Peaty.
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, Primary education, 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 Indulgence, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Sports · Type: Topic · Subtype: Sport
Demographics of Swimming fans
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 45.1 |
| Estimated audience size | 11,230,282 |
Audience persona
The typical Swimming fan in United Kingdom is more female, around 45.1 years old, with strong Indulgence tendencies and a notable affinity for Swimming pool.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,422,712 | 1.06× |
| North West | 1,723,057 | 1.44× |
| South East | 1,297,216 | 0.86× |
| Scotland | 1,177,301 | 1.16× |
| Greater London | 1,113,146 | 0.76× |
| South West | 1,051,909 | 1.14× |
| Wales | 828,498 | 1.29× |
| East Midlands | 816,724 | 1.03× |
| East of England | 806,217 | 0.79× |
| Yorkshire and the Humber | 802,570 | 0.89× |
| North East | 360,635 | 0.83× |
| West Midlands | 329,937 | 0.69× |
| Northern Ireland | 269,112 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Swimming pool | 1.6× | Sports |
| Mountain Warehouse | 1.8× | Fashion & Accessoires |
| Primary education | 1.57× | Kids & Family |
| Bicycle touring | 2.16× | Sports |
| Adam Peaty | 3.23× | Sports |
| Middle-distance running | 2.43× | Sports |
| Road running | 1.53× | Sports |
| Coach | 2.25× | Fashion & Accessoires |
| Jogging | 1.74× | Sports |
| Sprint (running) | 1.73× | Sports |
| Diaper bag | 1.74× | Kids & Family |
| Fat Face | 1.56× | Fashion & Accessoires |
| Backstroke | 5.38× | Sports |
| Center Parcs | 1.94× | Travel & Leisure |
| Human swimming | 2.26× | Sports |
| Indoor cycling | 2.11× | Sports |
| Sportswear (fashion) | 1.53× | Fashion & Accessoires |
| Hoseasons | 1.52× | Travel & Leisure |
| Virgin Active | 1.94× | Health |
| Center Parcs UK | 2.31× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.37 |
| Luxury Orientation | PREMIUM | 1.35 |
| Travelling | THRILL | 1.29 |
| Sustainability | BALANCE | 1.22 |
| Family Orientation | CONSERVATISM | 1.2 |
| Sports Activity | POWER | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 16.0% |
| Japan | 6.3% |
| Italy | 5.0% |
See Swimming audiences in other countries
More Sport audiences in United Kingdom
- Soccer (23,329,010)
- Golf (16,764,949)
- Basketball (12,811,428)
- Rugby union (11,443,508)
- Walking (10,799,047)
Frequently asked questions
How many fans does Swimming have in United Kingdom?
Swimming has an estimated audience of 11,230,282 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of Swimming fans?
57.9% of Swimming fans are female, 42.1% are male, with an average age of 45.1 years.
Which brands do Swimming fans like most?
Swimming fans show strongest brand affinity for Swimming pool (1.6×), Mountain Warehouse (1.8×), and Primary education (1.57×) over the country average.
Where do Swimming fans live in United Kingdom?
Swimming fans in United Kingdom are most concentrated in England (reach 8,422,712), North West (reach 1,723,057), and South East (reach 1,297,216). These three regions account for the largest share of the active audience.
What other brands do Swimming fans also like?
Beyond Swimming itself, the audience over-indexes on Mountain Warehouse (1.8×), Primary education (1.57×), Bicycle touring (2.16×), and Adam Peaty (3.23×) compared to the United Kingdom average.
How to read this data
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.
About this audience profile
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.