Swim England
- Company typePrivate
- Founded2017
- HeadquartersLoughborough, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
Swim England firmographics
Firmographics- Name
- Swim England
- Legal name
- Swim England
- Website
- https://swimming.org
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Swim England industry classification
Industry- Product category
- Aquatic Sports Governance
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Sailing & Water Sports Teams/Clubs (Sailing, Rowing, Surfing) (MPAKABAH)
- akta.pro secondary industry
- Open Water Swimming Events (OWS Races, Swim Challenges) (MPAKAIAF)
Keywords
Where Swim England is headquartered
LocationHeadquarters
- HQ city
- Loughborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Swim England business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Club Membership Fees: Revenue generated through affiliation fees from swimming clubs and organisations affiliated with Swim England.
- Training and Qualification Courses: SEQ Level 1, Level 2, and Level 3 qualifications for swimming teachers and coaches, delivered through Institute of Swimming and approved training providers. Courses include teaching swimming, coaching, water polo coaching, and specialist qualifications.
- Business Solutions: Services offered to leisure operators including access to partner products like Hydrohex virtual fitness platform and Leisure Loop sustainability solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Public swimming fees (industry benchmark) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Swim England product offering
Product offeringCore offering
Swim England is the national governing body for swimming, diving, artistic swimming, and water polo in England. It delivers official competitions, standardised teacher and coach qualifications through the Institute of Swimming, safeguarding policies (Wavepower), a digital ecosystem including a club management API and pool finder, and a Business Solutions portfolio of partner services for leisure operators.
Product overview
Swim England operates as the national governing body for swimming, diving, artistic swimming, and water polo in England, offering a comprehensive digital ecosystem built around its primary website (swimming.org). The portfolio includes dedicated hubs for each discipline (Open Water Swimming, Water Polo), safeguarding services anchored by the Wavepower policy, the Institute of Swimming for teacher and coach qualifications (SEQ Level 1/2 and specialist courses), a club management API enabling third-party systems to access official swimming records, the Careers in Aquatics job board, an events calendar for competitions and training courses, and the Business Solutions programme offering pool operators access to third-party services like Hydrohex virtual fitness and Leisure Loop sustainability solutions. The ecosystem supports clubs, coaches, teachers, pool operators, and members across all aquatics disciplines.
Differentiator
Problem solved
Functional benefit
Brands
- Institute of Swimming: The education arm of Swim England providing qualifications and training for swimming teachers and coaches
- Swimming.org
- Careers in Aquatics
Products and services
- Institute of Swimming Qualifications Education arm of Swim England delivering SEQ Level 1, Level 2, Level 3 qualifications for swimming teachers and coaches, including teaching swimming, coaching, water polo coaching, and specialist qualifications. Delivered through the Institute of Swimming and approved training providers across England for aspiring and current aquatics professionals.
- Safeguarding in Aquatics Course Bespoke training course covering child protection and safeguarding responsibilities within aquatics settings, supporting clubs, teachers, coaches, and welfare officers in meeting safeguarding standards.
- Wavepower Safeguarding Policy Comprehensive safeguarding policy for clubs providing policies, procedures, and resources for child protection and welfare in aquatics settings, including updated requirements such as prohibiting mobile phone use in changing rooms.
- Business Solutions Programme Portfolio of third-party products and services offered to pool operators and leisure centres through partnerships, including sustainability solutions (Leisure Loop) and virtual fitness platforms (Hydrohex) to address off-peak programming and environmental needs.
- Swim England Membership (Affiliated Clubs) Annual club affiliation service providing clubs with access to official competition structures, insurance, safeguarding framework, and member benefits. Swimming clubs, masters clubs, water polo clubs, and other aquatics organisations pay affiliation fees to be part of Swim England.
- Poolfinder Service Online directory allowing users to find swimming pools and clubs near their location, supporting lesson search and club membership discovery for individuals and parents.
- Careers in Aquatics Job Board Job board platform for swimming teaching, coaching, and lifeguarding positions across the UK, operated by Swim England to connect employers with aquatics professionals.
- Swim England Calendar and Events Platform Events and competitions management platform listing training courses, competitions, officials courses, and events across England, filterable by discipline, location, and organisation.
Quantifiable outcome
- 91% of regular users attending six or more times per month with Hydrohex program
- +1 more outcomes
Companies that use Swim England
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Swim England technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Swim England partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Leisure LoopcoreSustainability partnership integrating Leisure Loop's closed-loop recycling scheme into Swim England's Business Solutions portfolio. The scheme enables pools to collect and repurpose used swimming equipment including goggles, floats, swim caps, and flip flops, diverting waste from landfill and converting it into new products for use within leisure environments.
- HydrohexcoreVirtual aqua fitness platform partnership enabling Swim England's pool operator and owner partners to access Hydrohex's on-screen virtual aquatic instructors. The platform fills programming gaps during off-peak times when live instructor capacity is unavailable, offering strength, cardio, and dance-based workouts with strong engagement metrics.
- Swim Club ManagercoreAPI partnership launching a new secure interface enabling approved club management systems to connect directly with Swim England databases, streamlining access to official swimming times for clubs, coaches, and event organisers.
- Swim ManagercoreAPI partnership enabling Swim Manager club management system to connect directly with Swim England databases for streamlined official swimming times access.
- Beyond SwimminorExtended partnership bringing Sports National Governing Bodies together to boost outdoor swimming safety through collaborative water safety initiatives.
- Sport EnglandcoreGovernment body providing funding and strategic support for sport in England, listed as a corporate partner of Swim England.
- SpeedominorSwimwear brand listed as corporate partner of Swim England, providing sponsorship support.
- SportsHotelsminorAccommodation partner for athletes and coaches during competitions and training, listed as corporate partner.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Swim England competitors and assessment
Company assessmentBroad incumbents
- Speedo: Global incumbent in swimming apparel, equipment, and sponsorship. Listed as a corporate partner of Swim England and operates at much larger scale across performance swim, retail, and international sponsorship.
Direct peers
- British Swimming: National umbrella body for aquatic sports across the UK that coordinates the performance pathway and championships. Closest structural counterpart to Swim England, with overlapping responsibilities for elite swimming, diving, artistic swimming, water polo, and open water.
- Scottish Swimming: National Governing Body for aquatics in Scotland offering membership, qualifications, and competitions through affiliated clubs. Operates the same NGB template as Swim England and is the natural counterpart in Scotland.
- Swim Ireland: All-island National Governing Body for aquatics in Ireland, covering club affiliation, teacher/coach education, and competitions. Comparable in structure and purpose to Swim England despite geographic separation.
- Swim Wales: National Governing Body for aquatics in Wales, performing the same statutory role as Swim England for its constituent country. Directly comparable in operating model: club affiliation, teacher/coach qualifications, safeguarding, and competitions.
Others
- Sport England: Government arm's-length body that funds and oversees community sport in England, and is itself Swim England's core funder/strategic partner. Adjacent governance and funding counterpart rather than competitor.
- CIMSPA (Chartered Institute for the Management of Sport and Physical Activity): UK standards body that endorses Swim England's SEQ qualification framework. Comparable adjacent organisation that accredits workforce standards in sport and physical activity.
Regional players
- USA Swimming: US National Governing Body for competitive swimming operating club affiliation, coach certification, and sanctioning. Comparable scale and NGB structure to Swim England, but anchored in the US market.
- Swimming Canada: Canadian National Governing Body for swimming that sanctions competitions and accredits coaches through provincial sections. Functionally similar NGB role to Swim England, serving Canadian clubs and members.
- Swimming Australia: National Governing Body for swimming in Australia, running membership, coach accreditation, and national events through affiliated clubs. Comparable NGB mandate to Swim England in a different geographic market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Swim England social profiles
Digital presenceSwim England financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swim England leadership team
Management profileNumber of profiles
Profiles13 records
Swim England subsidiaries and ownership
Company hierarchySubsidiaries1 record
Swim England funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swim England 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 Swim England
What does Swim England do?
Swim England is the national governing body for swimming, diving, artistic swimming, and water polo in England. It delivers official competitions, standardised teacher and coach qualifications through the Institute of Swimming, safeguarding policies (Wavepower), a digital ecosystem including a club management API and pool finder, and a Business Solutions portfolio of partner services for leisure operators.
Is Swim England a public or private company?
Swim England is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Swim England founded?
Swim England was founded in 2017. It employs 101 to 250 people.
Where is Swim England based?
Swim England is headquartered in Loughborough, United Kingdom, in the Europe region.
How does Swim England make money?
Three revenue lines are on record. Club Membership Fees are the primary driver. The others are training and Qualification Courses and business Solutions.
Who are Swim England's main competitors?
Speedo is listed as a broad incumbent. Direct peers are British Swimming, Scottish Swimming, Swim Ireland and Swim Wales. Others are Sport England and CIMSPA (Chartered Institute for the Management of Sport and Physical Activity). Regional players are USA Swimming, Swimming Canada and Swimming Australia.
Does Swim England have an API?
Yes. Swim England provides a secure API that enables approved club management systems (specifically Swim Club Manager and Swim Manager) to connect directly with its databases, streamlining access to official swimming times for clubs, coaches, and event organisers. The API was developed in response to feedback from affiliated clubs to reduce admin burden on volunteers, minimize errors, and cut down on manual data entry.
What industry is Swim England in?
Swim England's product category is Aquatic Sports Governance. Its primary akta.pro industry code is MPAKABAH, Sailing & Water Sports Teams/Clubs (Sailing, Rowing, Surfing), with a secondary code of MPAKAIAF, Open Water Swimming Events (OWS Races, Swim Challenges). Its NAICS code is 71121 and its SIC code is 7997.