For Learn to Swim School Owners, Aquatic Recreation Centre Managers and SwimSchooler professionals, Mark’s keynote will offer a powerful opening lens into the future of aquatic participation, workforce expectations, family decision-making and community connection.

Across the learn to swim and aquatic recreation community, leaders are becoming increasingly focused on accurate data, credible research and practical strategy. The ability to understand emerging trends is now central to business growth, enrolment retention, staff engagement, customer experience and long-term community authority.

Mark’s work is especially relevant for swim schools seeking to better understand modern families, strengthen their programs, support teams and build sustainable businesses. His generational insight will help SwimSchoolers consider how parent expectations, children’s learning environments, communication preferences and trust in providers are changing.

For aquatic recreation centres, Mark’s keynote will also speak to the evolving role of facilities as vital community places. Aquatic centres support health, participation, inclusion, safety and connection across every stage of life. As communities grow and expectations shift, centre managers need insight that helps them plan smarter programs, lead stronger teams and remain relevant to the people they serve.

SPARK 2026 is the only national conference of this scale solely dedicated to Learn to Swim School Owners, Aquatic Recreation Centre Managers and SwimSchooler professionals. Across three days, delegates will connect with peers, suppliers, leaders and experts while taking home best-practice strategies, big ideas and future-focused tools designed specifically for the aquatic and learn to swim community.

Mark McCrindle’s Day 1 keynote sets the tone for a conference built around insight, connection and action. Attendees will gain a sharper understanding of what is coming next – and how to respond with confidence.

For swim schools and aquatic recreation centres wanting to stay ahead of change, strengthen professionalism and lead with clearer evidence-based decision-making, this is a keynote not to miss.

"Mark's presentation alone was worth the the ticket price."

Luke works with business owners to install, build and deploy AI agents that automate real workflows. His work includes lead generation, customer replies, bookings, administration tasks and day-to-day business processes.

Through hands-on workshops across Sydney, the Gold Coast and Melbourne, Luke helps business owners walk away with AI systems configured and functioning inside their business … and, for swim schools and aquatic centres, this is where the AI conversation becomes useful.

Every week, there is another new AI tool, platform, trend or promise. The volume of information can be overwhelming, especially for operators already managing staffing, programming, parent communication, enrolments, compliance, facility expectations, customer service and commercial performance.

Luke’s SPARK session will focus on AI that supports business structure, not just technology curiosity. Delegates will gain insight into how automation and AI agents can assist human teams by reducing repetitive tasks, improving response speed, supporting booking workflows, strengthening customer communication and returning better business data.

For swim schools, that may mean faster responses to prospective families, clearer follow-up for enrolments, better visibility across waitlists and stronger communication with parents. For aquatic centres, it may mean improved customer journeys across programs, better consistency across departments, clearer operational reporting and smarter ways to review business performance.

This is AI with a practical purpose. It is about helping teams work more efficiently, make stronger decisions and focus more time on the people at the centre of every learn to swim and aquatic business – children, families, staff, members, community users and the wider aquatic community.

Luke Heka’s session will be especially relevant for swimschoolers and aquatic centre leaders wanting to understand how AI can support enquiries, bookings, administration, follow-up, data insights, retention, conversion and bottom-line performance.

SPARK 2026 will give delegates the opportunity to explore AI through the lens of real implementation, business improvement and professional growth.

Luke will bring you up to speed, ready to implement AI with purpose and strategy for your business. 

"Luke Heka’s session is one not to be missed."