One hundred children from Great Yarmouth will receive free swimming lessons for a year at the new Marina Centre.
Aimed at children aged between five and 11, Marina Centre operator Freedom Leisure has launched the initiative in partnership with leading swimming brand Zoggs.
The children will be provided with swimwear, a towel, goggles and a swim bag as they join the award-winning Learn to Swim programme.
Freedom Leisure area manager Martin Marsh said: "We understand that throughout the cost of living crisis, families are having to make tough choices on how they spend disposable income.
"Through this partnership with Zoggs, we are delighted to be offering 100 children in the borough the opportunity to learn to swim for free."
Darren Lovelock, head of UK sales for Zoggs, said swimming is "an essential life skill" as it benefits health and wellbeing as well as having the potential to save lives.
"We want to help give all children the opportunity to learn to swim," he said.
"The facility to reach those in need of lessons at a local community level is a primary driver behind Zoggs' long-standing commitment to the leisure environment."
Freedom Leisure runs the £26m centre on behalf of Great Yarmouth Borough Council.
Working in partnership with Great Yarmouth Borough Council and other partners across the borough, Freedom Leisure offers an extensive Healthy Communities programme to ensure that every member of the community can access physical activity.
Councillor Emma Flaxman-Taylor, chair of the council's housing and neighbourhoods committee said: "It is hugely important that as many children as possible have the chance to learn how to swim.
"And, with the provided equipment and lessons, this is a real boost for our community at the fabulous Marina Centre."
A council spokesperson said: "This is a fantastic scheme that will give local children a great opportunity to learn to swim at the wonderful new Marina Centre, in what is undoubtedly a very tough time financially for families.
"We are very grateful for Freedom Leisure's support and commitment to the local community."
For further information and to register interest in the initiative, contact: hcgreatyarmouth@freedom-leisure.co.uk
The Marina Centre opened its doors in August and offers a gym with sea views, a Clip and Climb, and a confidence gym, as well as a splash pad and swimming pools.
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