If you are looking for a role model to sell the benefit of counter current swimming to your customers, then let us introduce Daphne Belt.
A household name in the world of triathlon, Daphne, from West Sussex, has proved age really is just a number by successfully completing 85 triathlons to celebrate her 85th birthday.
Daphne, an ambassador for the counter current as her preferred swim training method, has been competing in triathlons for 35 years and is still lining up at international events at the ripe old age of 87.
With the help of enthusiasts like Daphne, the counter current swimming market has seen steady growth in recent years largely driven by an increasing awareness of health and fitness, along with innovations and developments in swimming pool technology.
âWith demand being fuelled by home fitness trends, triathlon training, and the ability to maximise smaller pool footprints, this is clearly an area where leisure and pool businesses can unlock significant value,â advises Steve Marti of Paramount Pools who offer the Aquagem range to its trade customers.
âFrom our perspective, pool dealers can maximise the potential of this growing sector by positioning counter-current systems not simply as an add-on, but as a lifestyle and performance solution.
âEducating customers on versatilityâfitness, rehabilitation, family use, and space efficiency, is key to widening appeal and increasing average project value.â
DISPLAY ESSENTIAL
Steve believes the role of a display product is absolutely critical. âSeeing and where possible, experiencing a counter-current system in action builds instant understanding and confidence,â he points out.
âWet displays, demo pools, or even well-executed video and in-store visualisation tools can dramatically shorten the sales cycle and increase conversion rates.â
Ensuring best value from suppliers goes beyond headline pricing. Reliability, flow performance, energy efficiency, ease of installation, warranty terms, and aftersales support all play a decisive role in long-term customer satisfaction and brand reputation. Partnering with suppliers who offer consistent quality and technical backup ultimately protects both margins and customer trust.
Steve adds some valuable advice: âSealing the deal on counter-current sales is often about timing and clarity. The most successful outcomes come when the system is introduced early in the pool design conversation, clearly costed, and aligned to the customerâs fitness or lifestyle goals.
âDemonstrations, clear ROI explanations, and confidence in installation timelines help move customers from interest to commitment.â
Modern counter current systems are designed to be energy efficient, providing a powerful current without consuming excessive amounts of electricity. This makes them environmentally friendly and cost-effective for long-term use.
Overall, the counter current swimming market is positioned for sustained growth as it meets the increasing demand for home fitness and versatile exercise solutions. The market has seen innovations in counter current systems, with products that offer adjustable current speeds, quieter operations, and energy-efficient designs. Smart technologies that allow users to control the current through mobile apps or integration with home automation systems are also emerging.
According to industry reports, the global market for counter current swimming systems is expected to grow at a CAGR (Compound Annual Growth Rate) of around 5% over the next few years.
GLOBAL FITNESS
The growth of the global fitness industry, which is projected to exceed $100 billion by 2027, contributes directly to the rising demand for counter current systems.
Counter current swimming systems allow swimmers to train in a small space, without the need for large pools or constant lap swimming.
So, no surprise that Oasis Outdoor Living has launched its Forever Swimâ˘, an advanced counter current swim machine designed to transform almost any swimming pool into a fully adjustable endless swimming environment.
Engineered to suit swimmers of all abilities, Forever Swim⢠delivers a smooth, broad and natural swimming current that allows users to swim continuously without turns or interruptions. Whether used for relaxed family swimming, structured fitness sessions or serious endurance training, the system adapts instantly to the swimmerâs pace. Unlike traditional swim jets that produce narrow, turbulent streams of water, Forever Swim⢠creates a wide, river-like current, offering a far more natural and comfortable swimming experience.
The system features a 44 cm wide water outlet, significantly larger than the 18â20 cm outlets typically found on conventional swim machines. This wider flow keeps swimmers centred in the current while maintaining proper body position and technique.
The Forever Swim has been enthusiastically endorsed by Oasis Outdoor Living dealers: âWhat stands out is the versatility. The same system can create a calm flow for beginners or a powerful resistance current for serious swim training,â say Elite Spas and Leisure while Cumbria Hot Tubs add: âThe width and smoothness of the flow makes it feel far more natural than traditional swim jets. Itâs a completely different swimming experience.â
OLYMPIC PACE
Forever Swim⢠has been engineered to accommodate swimmers of every ability, offering a wide adjustable current range from 0.62 m/s up to 2.0 m/s.
At the lowest setting, 0.62 m/s, the system produces a calm, gentle flow that can create a lazy-river style current, ideal for younger swimmers, light exercise or relaxed movement in the pool. The mid-range setting of 1.3 m/s delivers a strong, steady pace suited to regular fitness swimming and endurance training. At its highest setting, Forever Swim⢠generates a powerful current of 2.0 m/s, approaching the pace achieved by elite swimmers during Olympic-level racing.
Forever Swim⢠also introduces smart watch control, allowing swimmers to adjust the current directly from their wrist while remaining in the water. This allows speed adjustments to be made instantly without stopping swimming or reaching for a control panel, ensuring uninterrupted training sessions. The systemâs direct-drive motor technology provides instant response, meaning the water flow reacts immediately to changes in speed settings or swimming pace.
RETRO FIT
Forever Swim⢠has been designed as a smart retrofit upgrade, allowing pool owners to unlock the full potential of their existing pool without expensive reconstruction.
Installed directly into the pool structure without the need for complex pump and pipe systems, the machine quickly converts almost any pool into a dynamic training, exercise and wellness environment.
As more people participate in triathlons, marathons, and fitness competitions, counter current swimming offers a convenient training tool, allowing swimmers to simulate the conditions of open water swimming in a controlled environment.
âAs the UK pool industry continues to mature, we are seeing a definitive shift in consumer expectations,â says Ocea UKâs Alan Thorne distributors of the Binder and Aquagem counter current brands. âOur clients are no longer just looking for a place to cool off; they are looking for high-performance wellness environments. For the trade, this presents a unique challenge: how do we provide a âprofessional-gradeâ swim experience that fits within the footprint of a domestic project?
Ocea UK is particularly proud to showcase two systems that I believe represent the pinnacle of their respective technologies: the Binder HydroStar and the Aquagems P & H Series.
TURBINE TECHNOLOGY
BINDER GmbH & Co. KG celebrated its 20th anniversary in 2023 but it was in 2014, the company launched the revolutionary HydroStar turbine swimming system, which offers users a natural swimming experience.
Available in the UK from OCEA UK, unlike pump-controlled counter-current systems, HydroStar generates a broad, even flow that covers the entire body.
The turbine swimming system is easy to install and is extremely energy-efficient. HydroStar inspires pool lovers all over the world and has already been awarded numerous prestigious prizes. For installation in existing pools, BINDER has developed the EasyStar retrofit system.
âWhen I first encountered the Binder system, it was clear that this wasnât just another counter-current; it was a complete departure from the status quo. Traditional jet systems rely on high-pressure pumps that often create a turbulent, âchoppyâ current. Binderâs patented turbine technology moves a massive volume of water at a lower pressure. The result is a broad, deep, and laminar flowâmimicking the natural resistance of a river.
For your high-end clientsâthose training for triathlons or those who simply want the most authentic swim possibleâthe HydroStar is, in my view, the undisputed market leader.
Itâs quiet, incredibly energy-efficient, and because it lacks complex internal pipework, itâs a dream for our installers to integrate into bespoke builds.
INTELLIGENT SWIMMING
While Binder represents the peak of turbine tech, the Aquagems P & H Series is where we see the future of the âintelligentâ pool. âWe know that versatility is a major selling point for UK families. The P & H Series utilises full-inverter technology, which allows the swimmer to regulate the flow with âsteplessâ precision. Whether itâs a child learning to swim against a gentle current or a fitness enthusiast looking for a high-intensity workout, the system adapts instantly.
From a trade perspective, the Aquagem range is incredibly compelling. The inverter drive reduces mechanical wear, which means fewer call-outs and greater long-term reliability for your customers. Itâs a âfit and forgetâ solution that delivers âwow-factorâ results.
Oasis Outdoor Living
Tel. 016233 354 663
E. sales@oasis-odl.co.uk
www.oasis-odl.co.uk
Ocea UK
Tel. 01993 707910
Email. sales@oceacovers.com
www.oceauk.com
Paramount Pools
01256 748380
E. sales@paramountpools.co.uk
www.paramountpools.co.uk
