The Amateur Swimming Association (ASA) has launched a new four-year strategy to capitalise on the 2012 Olympic Games and the government's free swimming initiative.

The strategy, in conjunction with the ASA's funding agreement with Sport England, will guide the way the ASA will work and set down its priorities and targets.

David Sparkes, chief executive, said: "We have set ourselves some ambitious objectives in our strategy. These include encouraging more people to swim - and have fun swimming - more often. This will start with creating a magic 'first' moment in Learn to Swim programmes and school swimming and continue through to helping the industry put the customer at the heart of its work.

"We want to drive up the quality of our teachers and coaches and raise the bar to ensure the ASA has an appropriately skilled workforce and ensure our affiliated clubs are providing the best quality experience they can.

"We also plan to see English athletes on the podium at the London 2012 Olympic and Paralympic Games, as well as using the opportunity to inspire non-athletes to be more active." Details: www.swimming.org