SwimTrek
SwimTrek is a UK-based, privately held adventure travel operator founded in 2003 that designs and sells guided open water swimming holidays across more than 50 destinations in over 20 countries, serving individual swimmers, families, swimming clubs, and corporate groups.
- Company typePrivate
- Founded2003
- HeadquartersBrighton, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What SwimTrek does
SwimTrek, founded in 2003 by Simon Murie and headquartered at Sea Lanes on Brighton Beach in the United Kingdom, is a privately held adventure travel operator that creates and sells guided open water swimming holidays. The company runs more than 60 itineraries across over 50 destinations in more than 20 countries spanning Europe, the British Isles, the Caribbean, North America, Central America, Southeast Asia, Oceania, the Galapagos, the Maldives, Oman, and Egypt. Its product portfolio is organized by trip type — Classics, Coaching Camps, Expeditions, Liveaboards, Retreats, Short Escapes, Swim Hike, Tall Ships, Yoga Swim, Races & Events, and Group Travel — supplemented by an Open Water Training Plan (PDF) and Brighton-based open-water coaching sessions at Sea Lanes. Operations are supported by 200+ destination suppliers and a globally recruited guide network on 4–6 week location-based contracts, with safety partners such as Blue Response and Red Rescue.
The business operates a direct-to-consumer model: customers discover and book trips on swimtrek.com, supplemented by UK and US phone support and WhatsApp. Pricing is quote-based by destination, duration, and season, with a non-refundable deposit and final balance due 90 days before departure (120 days for Galapagos, Liveaboards, and Retreats); Races & Events deposits are non-transferable. Additional revenue streams include coaching camps and ancillary equipment and merchandise such as wetsuit hire. The company is B Corp certified, a 1% For The Planet member, and protected by ABTOT financial protection (membership 5335) under UK Package Travel Regulations 2018. Its customer base consists of individual open-water swimmers from beginners through ultra-endurance aspirants (e.g., English Channel preparation), plus swimming clubs, families with teens, and corporate and friend groups booking through a dedicated Group Travel service; a self-reported 2024 Health and Wellbeing Impact Assessment found 75.59% of 209 respondents reported mental wellbeing or physical health improvements after a SwimTrek experience.
SwimTrek firmographics
Firmographics- Name
- SwimTrek
- Legal name
- SwimTrek Limited
- Website
- https://swimtrek.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SwimTrek is a UK-based, privately held adventure travel operator founded in 2003 that designs and sells guided open water swimming holidays across more than 50 destinations in over 20 countries, serving individual swimmers, families, swimming clubs, and corporate groups.
- Ownership category
- akta.pro rank
Where SwimTrek is headquartered
LocationHeadquarters
- HQ city
- Brighton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SwimTrek business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Swimming Holiday Packages: Core revenue from organizing and selling open water swimming holiday packages that include accommodation, guided swims, and itinerary planning across 50+ global destinations.
- Coaching Camps: Revenue from coaching camps offering technique analysis, training plans, and seminars for swimmers at all levels, from first open water experiences to endurance preparation.
- Equipment and Merchandise: Sale of swimming equipment and merchandise including wetsuit hire services and related adventure swimming products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Standard trip packages with deposit and 90-day balance payment terms |
| Transaction based/ take rate | Multi-year contract | Races and Events with non-refundable deposits |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
SwimTrek product offering
Product offeringCore offering
SwimTrek is a guided open water swimming holiday operator that runs organized swimming trips across more than 50 global destinations. The company curates multi-day swimming experiences led by expert guides and offers a portfolio of trip formats including liveaboard voyages, yoga and swim combinations, swim-and-hike trips, tall ships sailings, expeditions, retreats, races, short escapes, and structured coaching camps.
Product overview
SwimTrek is a swimming holiday operator offering guided open water swimming experiences across over 50 locations in more than 20 countries worldwide. The company's core product portfolio includes structured swimming holidays with various trip types: Swimming Holidays (the main offering), Coaching Camps (for technique development), Expeditions (advanced adventures), Liveaboard Trips (boat-based holidays), Retreats (inclusive packages with meals), Short Escapes (weekend getaways), Yoga Swim and Swim Hike (combined activities), Tall Ships (sailing-based swims), Races & Events (competitive swimming), and Group Travel packages. Supporting offerings include an Open Water Training Plan (PDF resource) and Brighton-based coaching sessions at SeaLanes. Founded in 2003, SwimTrek operates from headquarters at Sea Lanes in Brighton, UK.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 75.59% of guests reported mental wellbeing or physical health improvement from SwimTrek experiences (based on 209 respondents in 2024)
- +1 more outcomes
Companies that use SwimTrek
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
SwimTrek technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SwimTrek partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core and minor.
- Swim EnglandcoreRecognised national governing body for aquatics in England with vision: Great experiences in water. For all. For life. Partnership began in 2025.
- Aegean RebreathcoreGreek-based environmental organization tackling marine ecosystem pollution in an integrated and sustainable way. SwimTrek funded a mission on Paros island in September 2024 including student engagement, mayor lobbying, recycling facility review, ghost net diving, and installation of marine recycling station.
- 1% For The PlanetcorePartnership committing SwimTrek to giving 1% of annual revenue to environmental partners working on pressing climate issues. This membership ensures accountability, partnership building, and commitment to doing better for people and the planet.
- US Masters Swimming (USMS)coreNon-profit organisation and governing body for adult swimmers in the US with reputation for inspiring workouts, competitions, clinics and workshops. Partnership began in 2023.
- Surfers Against SewagecoreGrassroots environmental charity campaigning to protect the ocean. SwimTrek participated in the Million Mile Beach Clean Campaign during B Corp Month March 2025, collecting almost 10kg of plastics across Brighton Beach.
- SeaTreescoreSupports those who protect and regenerate blue carbon coastal ecosystems. Since 2023, SwimTrek has been working to take accountability for carbon produced by departures around the world.
- Level WaterminorLocal not-for-profit with goal to kickstart a love of swimming in children with disabilities.
- Swim Across AmericaminorFantastic organization raising money and awareness for cancer research, prevention and treatment through swimming-related events.
- Living VitalcoreLocal not-for-profit supporting head office staff in community-led volunteer opportunities focusing on permaculture and outdoors. SwimTrek HQ staff entitled to one volunteer day per year at Living Vital's Stanmer Park project.
- Galapagos Conservation TrustcoreRaises funds and awareness, delivering impactful conservation projects in partnership with Ecuadorian authorities, local communities, scientists and other NGOs.
- Outdoor Swimming SocietyminorFounded by Kate Rew in 2006, strong connection with fellow pioneers who have helped inspire many to use outdoor swimming for happiness, wellbeing and exploration.
- NOWCAminorOpen Water Safety and Management organization on mission to open more water for more people. SwimTrek advocates proper respect and visits NOWCA venues across the UK.
- Ocean LubeminorOcean friendly anti-chafing cream handmade in Devon from natural, plant-based ingredients with plastic-free packaging. Designed for swimmers, triathletes, and outdoor adventurers.
- WOWSAminorDedicated to fostering a community of open water swimmers where individuals of all backgrounds and abilities can learn, grow, and achieve goals through community, integrity, and education.
- SwimSwamminorSwimming news organization covering competitive swimming, diving, water polo and synchronized swimming. Launched March 2012, became most-read swimming website in the world.
- Outdoor Swimmer MagazineminorMagazine for outdoor swimmers by outdoor swimmers launched in 2011 with mission to inspire with amazing swimming stories and help people live healthier, happier lives through outdoor swimming.
- Festival RepublicminorUK's leading festival and event promoter behind Reading & Leeds Festivals, Latitude, Electric Picnic, Berlin Festival and Lollapalooza Berlin.
- BEST FESTminorRecommended open water festival partner and one of Europe's leading open water swimming events.
- Tri Wetsuit HireminorUK-based company specializing in wetsuit hire with exclusive hiring options for SwimTrekkers from 2 weeks to a whole season.
- ZoggsminorIconic swimwear brand known for goggles, working more together in the coming year.
- FINISminorOrganization built around joy of swimming working to make water safety and competitive swimming more accessible to all.
- MAGIC5minorInnovative goggle brand from co-founders Barfred, Bo and Niklas. Goggles specially contoured for each swimmer to avoid unwanted pinching, leaking or rubbing. Partnership began 2023.
- CressiminorLong history of product innovations in swimming equipment, inspired by drive to continually improve through designing new products and developing new manufacturing processes.
- SWANS UKminorResearched and developed goggles providing best quality swimming goggles on market with premium anti-fog coating and anti-scratch resistance lens.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
SwimTrek competitors and assessment
Company assessmentDirect peers
- Wild Swimming Holidays: UK-based operator specializing in wild and open water swimming holidays across the UK, Europe, and beyond, offering guided swims in rivers, lakes, and coastal waters — directly comparable niche and customer base to SwimTrek.
- Swimming Holidays: UK operator offering swimming holidays across Europe and the Mediterranean, providing guided open water swimming trips for varied abilities — direct competitor in the same niche category as SwimTrek.
- SwimVacation: US-based swimming vacation company offering guided open water swimming trips in the Caribbean and other destinations, with similar coaching-led, group-based model targeted at recreational and fitness swimmers.
- Exodus Travels: UK-based adventure tour operator offering small-group active holidays worldwide including walking, cycling, and water-based experiences — overlapping adventure travel customer base and direct-to-consumer distribution model.
- Mountain Travel Sobek: Pioneering adventure travel company offering active trips including water-based excursions globally, with similar premium positioning, guided group format, and emphasis on transformative experiences in nature.
- Backroads: US-based active travel company offering guided and self-guided walking, cycling, and water-based trips worldwide — comparable premium active-adventure positioning and demographic overlap with SwimTrek's customer base.
Broad incumbents
- Intrepid Travel: Large global adventure tour operator offering small-group experiences worldwide including water-based activities — broader portfolio and scale than SwimTrek but overlapping customer demographic and direct-to-consumer model.
- Lindblad Expeditions: Premium expedition cruise company partnered with National Geographic offering water-based adventure travel worldwide — operates at significantly larger scale with similar premium experiential positioning and liveaboard elements.
- G Adventures: Global small-group adventure tour operator offering community-based travel experiences worldwide including water-based activities — larger, broader portfolio but overlapping customer base and guided-trip model.
- REI Adventures: US outdoor co-op's guided trip division offering active and water-based experiences globally — comparable active outdoor customer demographic but with much broader portfolio and brand built around retail rather than trips.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SwimTrek social profiles
Digital presenceSwimTrek financial estimates
Financial estimateRevenue estimate
Valuation estimate
SwimTrek leadership team
Management profileNumber of profiles
Profiles4 records
SwimTrek funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SwimTrek M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SwimTrek
What does SwimTrek do?
SwimTrek is a guided open water swimming holiday operator that runs organized swimming trips across more than 50 global destinations. The company curates multi-day swimming experiences led by expert guides and offers a portfolio of trip formats including liveaboard voyages, yoga and swim combinations, swim-and-hike trips, tall ships sailings, expeditions, retreats, races, short escapes, and structured coaching camps.
Is SwimTrek a public or private company?
SwimTrek is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SwimTrek founded?
SwimTrek was founded in 2003. It employs 11 to 50 people.
Where is SwimTrek based?
SwimTrek is headquartered in Brighton, United Kingdom, in the Europe region.
How does SwimTrek make money?
Three revenue lines are on record. Swimming Holiday Packages are the primary driver. The others are coaching Camps and equipment and Merchandise.
Who are SwimTrek's main competitors?
Direct peers on record are Wild Swimming Holidays, Swimming Holidays, SwimVacation, Exodus Travels, Mountain Travel Sobek and Backroads. Broad incumbents are Intrepid Travel, Lindblad Expeditions, G Adventures and REI Adventures.
Does SwimTrek have an API?
No public API is recorded for SwimTrek.