Swim England

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

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

• Aquatic sports governance
• Swimming teacher training
• Swim club affiliation
• Aquatic safeguarding services
• Swimming competition management

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Club Membership Fees: Revenue generated through affiliation fees from swimming clubs and organisations affiliated with Swim England.
2. 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.
3. Business Solutions: Services offered to leisure operators including access to partner products like Hydrohex virtual fitness platform and Leisure Loop sustainability solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Leisure LoopcoreTechnology or Integration · 5 June 2026Sustainability 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.
• HydrohexcoreTechnology or Integration · 1 May 2026Virtual 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 ManagercoreTechnology or Integration · 1 October 2025API 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 ManagercoreTechnology or Integration · 1 October 2025API partnership enabling Swim Manager club management system to connect directly with Swim England databases for streamlined official swimming times access.
• Beyond SwimminorStrategic or Co-development PartnerExtended partnership bringing Sports National Governing Bodies together to boost outdoor swimming safety through collaborative water safety initiatives.
• Sport EnglandcoreOthersGovernment body providing funding and strategic support for sport in England, listed as a corporate partner of Swim England.
• SpeedominorOthersSwimwear brand listed as corporate partner of Swim England, providing sponsorship support.
• SportsHotelsminorOthersAccommodation partner for athletes and coaches during competitions and training, listed as corporate partner.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• Xx.com/Swim_England
• YouTubeyoutube.com/swimengland
• Facebookfacebook.com/SwimEngland
• LinkedInlinkedin.com/company/swim-england
• Instagraminstagram.com/swimengland

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swim England