Shaping the Future of Aqua Exercise

Insights from the 2024 Aqua Alliance Industry Think Tank

Developed in collaboration with Swinburne University of Technology

About the 2024 Industry Think Tank

The 2024 Aqua Alliance Industry Forum brought together more than 40 leaders from across the Australian aquatic and leisure sector to explore the current state and future direction of aqua exercise.

Hosted by Aqua Alliance in collaboration with Swinburne University of Technology, the Think Tank created a structured space for employers, instructors, peak bodies, researchers, and facility representatives to share perspectives and identify sector-wide priorities.

Participants examined three core areas shaping the sustainability of the industry: workforce challenges, marketing and branding perceptions, and the education and professional development of instructors.

Discussions focused on practical barriers, emerging opportunities, and the structural changes required to support long-term growth across metropolitan, regional, and rural communities.

This white paper presents a synthesis of those discussions, outlining the key issues raised and the recommendations proposed.

It is intended to support informed decision-making, encourage collaboration across organisations, and provide a strategic foundation for strengthening the Australian aqua exercise industry.

Key Themes Identified

Theme 1:

Workforce Sustainability

• Difficulty attracting and retaining qualified instructors

• Financial and practical barriers limiting career viability

• Need for clearer leadership and coordinated industry support

• Importance of mentoring and structured career pathways

Theme 2:

Marketing & Branding

• Outdated perceptions associated with “aerobics”

• Inconsistent national messaging and imagery

• Limited engagement with younger and underrepresented groups

• Opportunity to reposition aqua exercise within the broader wellness landscape

Theme 3:

Education & Professional Development

• Training programs not fully aligned with industry needs

• Limited access to practical, face-to-face learning opportunities

• High cost and reduced accessibility in regional areas

• Strong demand for ongoing mentorship and structured professional support

Recommendations for the Sector

The report outlines practical recommendations designed to modernise training pathways, strengthen industry leadership, improve public perception, and create sustainable workforce structures.

These recommendations aim to support collaboration between facilities, peak bodies, educators, and instructors to ensure a strong and adaptable future for aqua exercise.