Shrewsbury's Business Improvement District says that many of its members believe that keeping a swimming pool in the town centre makes it more accessible and would benefit the local economy.
Kirsten Henly, manager of Shrewsbury BID, said the group feels the pool "must remain in the town centre".
She said: "The current consultation by Shropshire Council on future swimming provision needs to examine what is best for the whole community. Whether the existing pool is upgraded or a new one built, we feel it must remain in the town centre because of its social and economic benefits.
"A thriving town needs communal, social and leisure facilities and modern swimming and leisure provision should form part of that offer. A town centre pool encourages people to visit and spend time here and support our local businesses."
Alison McKittrick, spokeswoman from the Quarry Forum, urged people to go along and support the rally. She said: "We want to call attention to our cause and show the strength of local feeling. We would urge as many people as possible to come along to the rally and back the campaign. We believe we can make a difference by demonstrating public support."
The rally begins at the top of Pride Hill at 11am on Saturday, October 17, and will see those taking part march to the rally site in the Quarry Park by St Chad's for 11.30am.