British Gas did a 'Free Swimming' campaign last year whereas those who signed up in some registry that declared their support for the British aquatics team would be able to "...take the plunge" for free in more than 700-pools across the country.
I wonder if it boosted more participation in British pools?
This video is a behind the scenes look at the photo shoot and how they got their dramatic images.
From Digital News Agency:
Swimmer Rebecca Adlington, open water swimmer Keri-anne Payne, diver Tom Daley, water polo captain Fran Leighton, disability swimmer Sascha Kindred and synchronised swimmer Katie Dawkins teamed up to produce a stunning image, which shows that Britain’s best aquatic talent is ready for the challenge ahead.