Mike Burman, founder of the Institute of Aquaphobia, said millions of people are missing out on a social life and life skills because of the fear of water.

He said: “If this was a virus, it would be treated as a pandemic.

“Yet millions are living with it, and it’s never discussed.

“People miss out on something as simple as a day at the beach or a swim with friends – and on a skill that could one day save their life.”

Mike Burman, founder of Institute of Aquaphobia (Image: Institute of Aquaphobia ) It is estimated that around 12.8 million people in the UK avoid or are afraid of water.

Mr Burman, 65, from Ferndown, has spent more than 30 years in swimming education and has trained more than 4,000 swimming teachers as specialist aquaphobia coaches.

He first realised the scale of the issue when a parent at his swim school asked for lessons, saying they were too afraid to get into the pool.

He said: “As soon as the other parents heard, it snowballed.

“We discovered huge numbers of people too afraid to even enter a leisure centre, let alone the water.

“Overcoming aquaphobia is about trust, environment and understanding human nature – not just technique.”

The Institute of Aquaphobia, which launched in 2016, focuses on removing fear before teaching the biomechanics of swimming.

Institute of Aquaphobia focuses on trust and gradual exposure over technique (Image: Institute of Aquaphobia ) Sessions are based on relaxation, building trust and gradual exposure, with clients only progressing when they feel ready.

The institute has partnered with Bournemouth-based Individuality Swimming & Fitness, which delivers 2,500 swimming lessons a week in the county through a 70-strong coaching team.

Mr Burman said addressing aquaphobia is both a social duty and a commercial opportunity for businesses.

He said: “There are millions of potential swimmers out there.

“Helping them isn’t just the right thing to do – it makes business sense.

“Leisure centres, swim schools and holiday resorts are missing out on income from people who avoid their facilities.

“Serving this audience can be transformative.

“You are not alone.

“Your fear is entirely treatable, and we go entirely at your pace.”