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The new coalition government has cut the swimming scheme in an effort to reduce the record budget deficit. The scheme was introduced in April 2009 by the previous Labour government and was due to continue until March 2011. Its purpose was to get people more physically active, and ensure a lasting legacy for the 2012 Olympics.

Sport and Olympic's Minister , Hugh Robertson said, 'The research shows that the great majority of free swimmers were swimming already, and would have paid to swim anyway. With a crippling deficit to tackle and tough decisions to take, this has become a luxury we can no longer afford'.

Ending the scheme on 31 July 2010 will save £40m of the £140m cost of the scheme.