In the complex landscape of Belgian swimming infrastructure, where operators such as Sportoase, LAGO, and Vita bridge the gap between sporting ambitions and recreational experiences, efficient business operations are unthinkable today without extensive automation. Whereas the management of a swimming pool used to consist mainly of technical control and staff planning, the focus is now shifting to operational intelligence and data-driven management. Integrated software packages are the silent engine behind flawless service and increased customer satisfaction.
From access control to an integrated ecosystem
The days when software was only used to control an access gate are long gone. For modern operators, the digital environment has evolved into an integrated ecosystem in which CRM (Customer Relationship Management), ticketing, and marketing flow seamlessly into one another. The goal is to optimize the swimmer's customer journey, even before they enter the changing room. A well-integrated system collects data that is crucial for policy and operational management. By gaining insight into visitor flows and peak times, operators can tailor their staffing levels more accurately to actual needs. In addition, strong CRM integration allows operators to leverage synergies with social media. By linking booking systems directly to platforms such as Instagram or Facebook, the threshold for citizens to book an activity is significantly lowered. Converting a 'like' into an actual visit thus becomes an automated and measurable process.
Personalized communication: The power of relevant dialogue
An essential part of this digital professionalization is the transition from general messaging to personalized direct communication via email. Thanks to the rich data in the CRM system, operators can segment their communications based on the effective behavior and preferences of the visitor. Instead of a universal newsletter, young parents automatically receive an invitation to a new series of baby swimming lessons, while seniors are informed about adjusted hours for aqua gym. Automations such as a personalized birthday offer or a reminder when a multi-visit card expires also significantly increase customer retention. This targeted approach ensures that communication is no longer perceived as "noise," but as a service-oriented extension of the business, which strengthens customer loyalty.
Transparency in the swimming school: The student tracking system
One of the most administratively burdensome aspects of running a public swimming pool is organizing swimming lessons. Today's parents rightly expect transparency and real-time insight into their child's progress. A digital student tracking system not only reduces the administrative burden, but also provides greater clarity for parents and instructors. For the swimming instructor, this means the end of time-consuming and often wet paper attendance lists. Using a tablet in a waterproof cover, progress and the acquisition of skills can be digitally recorded immediately at the poolside. This increases accuracy and allows the focus to remain entirely on safety and teaching quality. In addition, the instructor has immediate access to each child's history, which facilitates a tailored approach. This digitization also offers clear added value for the swimming lesson coordinator. Whereas in the past a lot of time was spent manually puzzling over group divisions and waiting lists, today the software offers a clear and up-to-date schedule. Dashboards quickly reveal any bottlenecks in the flow. The system also facilitates objective evaluation based on learning pathways (such as those of Sport Vlaanderen), which structurally improves the quality control of the swimming school. The result is a noticeable reduction in counter pressure: parents can follow up online at home, which means less time is lost on individual questions and complaints.
Innovation at PoolXpo: The architects of automation
During the PoolXpo trade fair on Thursday, March 5, 2026, at the Brabanthal in Leuven, operators, sports officials, and policy makers will have the opportunity to discover the latest software solutions in practice. Various exhibitors will demonstrate how they use automation to make public swimming pool operations more efficient, transparent, and customer-oriented.
- DEWI: With a strong focus on user-friendliness, DEWI offers solutions for online reservations and access management. Their software is specifically designed to reduce pressure on reception by offering visitors more self-service options via intuitive interfaces.
- Sera / Dataduiker: This player is known for its powerful data-driven approach. Their platform combines an advanced student tracking system with an in-depth CRM module, enabling operators to not only professionalize their student management, but also to steer their marketing and personalized mailings based on hard figures.
- Vintia: As part of a large international group, Vintia (formerly known within the Gantner/SALTO family) offers a total solution for the leisure sector. Their expertise in e-ticketing and cashless payment systems ensures smoother traffic flow and increased security within the complex.
The question is no longer whether a public swimming pool should digitize, but how to choose the right technology partners to improve operational flow and customer relations. For any manager or sports alderman striving for a future-proof infrastructure, an in-depth look at these digital tools is essential.
Discover more at PoolXpo
Anyone who wants to see how smart software and data-driven management are already contributing to more efficient operation of public swimming pools can visit PoolXpo at the Brabanthal in Leuven on Thursday, March 5, 2026. The only trade fair for and by the Belgian swimming sector brings together operators of public swimming pools, local authorities, swimming pool managers, and suppliers to discuss topics such as automation, visitor management, swimming school software, and customer-oriented services.
Visiting PoolXpo is completely free of charge. Access to the exhibition floor, all knowledge sessions, snacks, drinks, and parking are included.
You can register for PoolXpovia this link.