• On the Beach is giving away bespoke family swim sessions to boost confidence to 2,500 customers before their summer holidays
• Less than half of UK parents are confident swimmers
• 68% of parents avoid taking a dip due to appearance factors such as low body confidence, feeling uncomfortable in swimwear and visible skin conditions
• Nearly half (45%) of adults say their most vivid childhood memory is of spending all their time in the pool on holiday
• 79% of parents spend up to six hours per day using screen technology on holiday

Beach holiday specialist On the Beach today reveals the surprising statistics that show a lack of swimming confidence amongst Brits, with body hang ups and smart technology also amongst the factors preventing parents from getting in the pool or sea and creating lasting holiday memories with their children.

The results reveal that two thirds (65%) of mums and dads are hesitant to take a dip with their children when on holiday, yet 84% of parents accept that their children are more confident in the water if they swim with them. The findings from online holiday company On the Beach further reveal that while a majority of parents can swim (81%), fewer than half are confident in the water (44%). In one in five British families, neither parent is a confident swimmer.

Tackling the rise in swim shyness, On the Beach is offering customers the option to take part in a complimentary #AllSwimclusive session before their holiday. Giving families access to a qualified swim instructor, the bespoke sessions are specially designed to develop water confidence for all, and include an individual swim assessment, followed by water safety tips and a range of fun activities, challenges and games for the whole family to enjoy while on their beach holiday this summer.

Nearly half (45%) of adults say their most vivid childhood memory is of spending all their time in the pool while on holiday, with 48% of these being aged 65+ compared to just 41% of those aged 18-25. This nostalgic decline highlights the rise in swim reluctance and the impact this can have on children’s future family memories, with 72% of adults agreeing that their childhood memories impact the way they behave as an adult.

Proudly supporting the #AllSwimclusive campaign, celebrity actress and mum, Catherine Tyldesley said: “For me it’s a very personal project and I urge parents to spend as much time in the water as they possibly can with their children. My dad’s friend sadly drowned as a child and the experience scared him so much that he didn’t learn to swim until late in life. I have seen and experienced how much my father’s fear affected him. No child should have to go through that and therefore, swimming and teaching children how to have fun in water safely is something I am very passionate about. Getting better at swimming is crucial to be safe in water and it is also great exercise and good fun with friends, as a parent being comfortable that your child doesn’t need armbands anymore is relaxing as you know they are safe, you can visit site here to check out a club that will be more than beneficial for your child.

I think swimming can be one of the best confidence builders that parents can use to help their kids. I spend so much time in the pool with Alfie, he can swim circles around me! Helping parents to address the issues they may have around confidence in the water is so important, and could have an effect on their children later in life.”

Currently, 22% of parents ensure they are always in the water when their child is swimming, with the rest happy to watch from the sidelines. Dads are more likely (85%) to sit watching their child play in the water rather than splash around with them, however when it comes to being confident swimmers themselves they top the poll at 78% compared to just 64% of mums. Despite the projected confidence, half of adults have been afraid to swim in the sea or deep end of the pool, even though they knew they were capable.

Building confidence is key and, as such, On the Beach has ensured the #AllSwimclusive swim sessions instil confidence into parents when it comes to getting in the water, allowing them to spend more valuable time with their children and create those treasured memories whilst they are on holiday.

While swimming ability accounts for one fifth of swim reluctance, 68% of parents aren’t taking a dip due to appearance factors such as low body confidence, feeling uncomfortable in swimwear and visible skin conditions. Social anxiety has also taken 13% of parents out of the water, and dads are more likely to avoid swimming due to feeling embarrassed. There’s no surprise that technology has its part to play too, with a staggering 79% of parents now spending up to six hours per day on holiday in front of a screen.

Catherine Tyldesley, mum to Alfie, 4, added: “Whatever reasons might be putting parents off getting in the water, On the Beach is tackling these to ensure that all of us – whether parents, grandparents or children – are given the tools to enable us to feel confident when swimming in the pool or sea this summer. And it goes without saying the health benefits are endless”

Family holidays often prove the highlight of the summer calendar, with 63% suggesting they bring family closer and a further 34% emphasising that they are an opportunity to bond with loved ones. The importance of family holidays and the memories they create endures, with 48% of Brits regularly talking about their fondest childhood memories with family and friends.