SIMMY AKHTAR

SwimNation speaks to the CEO of RLSS UK, who, after 12 months in her role, talks to us about the aquatics sector’s “bigger picture”

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The Royal Life Saving Society UK (RLSS UK) appointed Simmy Akhtar as its CEO in late 2024. Joining the charity from Air Ambulances UK, where she had been CEO since March 2021, Akhtar started in the role in January 2025. With more than 15 years of experience in leadership roles, she brings diverse experience from the charity, private legal, public and not-for-profit sectors.

You have a background across several sectors – could you give readers a flavour of your career journey?

I’ve always been drawn to roles where I can make a difference in others’ lives, and I wanted a career where I could contribute to meaningful causes. I was quite academic, which led me to pursue a career in law and qualify as a solicitor. I was still in my twenties when I decided to give myself two years to try something new, knowing that I could return to law if it didn’t work out. I moved into the not-for-profit sector, and once I made the move, there was no going back. I’d found my place.

Since then, I’ve worked across several organisations, most recently in public health roles in the NHS, focusing on community wellbeing, advocacy and strengthening the patient voice. As CEO of Air Ambulances UK, I drove national growth and collaboration across emergency services. Much of my work has focused on raising income and profile, alongside advocacy, governance and compliance, areas where my strengths naturally lie.

What attracted you to the role of ceo at rlssuk?

I was drawn to the charity’s heritage, its impact, and the chance to help shape a future where everyone can enjoy water safely and be free from drowning. Water safety is a fundamental life skill, and the role of leading an organisation dedicated to drowning prevention aligns perfectly with my values and my experience in health, safety and charitable leadership.

RLSS UK has a unique model. It combines a not-for-profit and commercial arm, with a shared goal of saving lives in all communities. The charity side of the organisation funds critical work in lifesaving sports and provides support for members and grassroots clubs. The commercial side delivers high-quality training and expert services to the sector, ensuring safe participation in swimming and aquatics. My role is to focus on governance and running an organisation that grows sustainably, supporting our lifeguards, our customers, and our communities.

The role of leading an organisation dedicated to drowning prevention aligns perfectly with my values

People

We must normalise diversity through inclusive imagery, women-only sessions and programming that reflects local demographics

Rlssuk published its strategic framework for 2025-2030 in june. what does it set out to do?

It sets out a bold and ambitious vision communities free from drowning

It’s built around three core pillars Engagement, Education, and Expertise For operators, this means practical, tangible support, embedding water safety into every customer experience, expanding access to high-quality lifeguard and first aid training, and using digital tools to streamline compliance, CPD, and operational excellence Collaboration is central to the framework We want to make it as easy as possible for facilities to meet safety standards while encouraging more people to enjoy aquatic activity

The framework is concise, accessible and provides real clarity about who we are and what we do, which is saving lives through lifeguarding, education and drowning prevention

Operators will see increasing support from us as the framework is delivered We are expanding our first aid qualifications and continually horizon-scanning to ensure operators are informed, supported, and equipped to stay ahead of emerging challenges For example, our Technical Conference in February will provide the very latest advice, guidance, and qualifications, helping to strengthen safety across the sector

What will the main priorities for rlssuk be in 2026?

We will prioritise making water safety education mandatory in schools across all UK nations, which will naturally increase demand for swimming lessons and the use of leisure facilities We’re also investing in digital solutions that streamline training, qualifications and compliance, reducing the administrative and cost burden for operators And we will work with operators to address the ongoing recruitment challenges in lifeguarding All of this will be achieved in partnership with the sector By listening, engaging and collaborating, we aim to make water safety simpler, more accessible, and easier for operators to embed across their organisations

We’re proud of our heritage, but our focus is firmly on the future and collaborating with partners to tackle drowning prevention. Our campaigns, qualifications and community initiatives are central to our mission. Being able to swim doesn’t automatically mean being able to survive in water, which is why education and awareness are so important. Ultimately, we want the sector to implement the Water Safety Code - Stop and Think, Stay Together, Float and Call 999 - to ensure people are safe in and around all water environments. This could include initiatives such as dry-side lessons in water safety at leisure centres; I’d happily take my children to sessions like these if they were on offer.

What would you describe as the biggest challenges the sector faces at the moment?

Operators face significant pressures, including rising energy costs and staffing shortages. At the same time, there has been a decline in swimming lesson uptake, which impacts revenue and future participation. Maintaining consistent, high safety standards across a diverse range of facilities is also an ongoing challenge.

There’s a critical need to make swimming and aquatic activities accessible and inclusive for everyone. Facilities must consider accessibility in all its forms, from pricing structures that ensure financial sustainability while keeping sessions affordable for their communities, to convenient session times for working parents, and inclusive programming that allows everyone the chance to learn to swim and enjoy the pool safely.

I’m fortunate to have grown up with parents who are fantastic swimmers. I learned to swim at school and swim regularly at my local leisure centre. I have seen women swimming in burkinis, T-shirts and leggings to feel more comfortable. If we want to grow participation and create welcoming spaces for all communities, we must normalise diversity through inclusive imagery, women-only sessions, and programming that reflects local demographics.

People

And what about the opportunities?

We need to think about the bigger picture The NHS 10-Year Health Plan for England fit for the future emphasises prevention and community health, and it’s crucial that the leisure industry, including aquatics, has a seat at the table The sector must align with government policy with a unified voice My background in health gives me a strong understanding of the benefits our sector brings to public health I still work in the NHS as a non-executive director and understand its priorities, see the opportunities, and know how to work effectively with government and NHS partners This expertise is invaluable in advocating for the sector

I don’t think we shout loudly enough about the value of swimming pools Pools are often the unsung heroes of the leisure sector, despite providing vital benefits for both physical and mental health We need to raise awareness of these benefits and encourage more people to overcome the natural discomfort of getting undressed and into the water in our cold climate We need to champion pools and the positive impact of swimming for public health and wellbeing

If you could change one thing to improve the sector, what would that be?

I would make water safety education a compulsory part of the curricula across all UK nations Providing every child with the knowledge and skills to stay safe around water would save lives and instil a lifelong culture of safety Water safety education for parents and carers is also critical to drowning prevention To make this effective, all local pools must be accessible to deliver this education Water safety education is not just about learning to swim it’s about using pools as community hubs where families and children can socialise, access essential skills safely and inclusively, to benefit both the public and the sector

I would make water safety education a compulsory part of the curricula across all UK nations

In my first year in this role, I’ve engaged with partners and operators across the sector and seen how we share a common vision to prevent drowning I’ve seen the huge amount of respect the sector has for RLSS UK as an expert not-for-profit leader in lifesaving and lifeguarding awards and qualifications, as well as water safety consultancy Operators value our expert advice and support, and the fact that we’re not about making profit for profit’s sake, we’re about reinvesting to strengthen lifesaving and community impact