City of Coventry Swimming Club

What City of Coventry Swimming Club does

City of Coventry Swimming Club (COCSC) is a UK-registered charity (Charity No. 1175684) operating a community competitive swimming club from the Alan Higgs Centre in Coventry, with approximately 47 years of operational heritage since its founding in 1978. The club runs a tiered aquatic programme spanning Learn to Swim (delivered via partnership with Coventry Swim School at the Alan Higgs Centre and Lyng Hall School), Squad Swimming for competitive athletes, Masters Swimming for adults, Water Polo (junior, youth, senior men's and women's), and Junior Fitness Swimming. It also hosts Open Meet competitions (Graham Sykes L3 Long Course, Sprint Meets, John Hughes Meet, Winter and Autumn Meets) and runs holiday swim camps.

The club's technical footprint is non-software: coaching, training scheme management, and competition administration are run through Microsoft Forms for enquiries, Stripe for camp payments, SPORTSYSTEMS for meet results, Swim-Meet for officials sign-up, and the League Republic platform for water polo. Underwater filming is used as a coaching feedback tool rather than a software platform. There are no disclosed AI/ML systems, proprietary algorithms, or data products.

COCSC is self-financing with no direct monetary support from Coventry City Council. Revenue is generated from monthly membership subscriptions, open meet entry fees, swim camp fees (Youth £100, Age Group £85 single day / £160 two-day), donations (notably from Coventry Swim School), fundraising by training squad families, and sponsorship from local businesses (Aquarius Interiors Limited as Main Club Partner, Sports Systems). All officials except the Club Programme Manager and Head Coach are unpaid volunteers; leadership comprises former Olympians Jo Deakins (Head of Aquatics) and Sarah Ruckwood (Head of Operations) alongside Head Coach Adam Ruckwood and Assistant Head of Aquatics Josh Bradley. The club has representation across Swim England, Coventry & District, Warwickshire, West Midland Region and National governance levels.

Name

City of Coventry Swimming Club

Legal name

City of Coventry Swimming Club

Website

https://coventry-swimming.org.uk

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

City of Coventry Swimming Club is a UK-registered charity operating a community competitive swimming and water polo club from the Alan Higgs Centre in Coventry, offering learn-to-swim, squad, masters, water polo, open meets and holiday swim camps funded through membership fees, camp fees, sponsorship and donations.

Ownership category

akta.pro rank

Product category

Swimming Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

Keywords

• Competitive swimming training
• Water polo programs
• Learn to swim
• Swim camps
• Open swim meets

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Club Membership Fees: Monthly billing of club members generates revenue to run the coaching scheme. Members pay regular subscriptions for squad swimming, masters, and water polo programs.
2. Open Meet Competitions: The club promotes and hosts open meet competitions including Graham Sykes Meet, Sprint Meets, John Hughes Meet, Winter and Autumn Meets, generating entry fees and spectator revenue.
3. Swim Camps: Holiday swim camps for youth and age group swimmers. Youth camps priced at £100, single day age group camps at £85, and two-day camps at £160.
4. Fundraising: Fund raising activities by training squad members and families contribute to club revenue.
5. Donations and Sponsorship: Donations from Coventry Swim School and sponsorship from local companies including Aquarius Interiors Limited and Sports Systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

City of Coventry Swimming Club is a registered charity that delivers competitive swimming training, water polo, masters swimming, learn-to-swim lessons (via Coventry Swim School), holiday swim camps, and host-run open meet competitions from its home at the Alan Higgs Centre in Coventry. The club operates a tiered pathway from beginner instruction through to national and international-level competition, supported by a coaching staff that includes former Olympians. Revenue is generated through recurring monthly membership billing, open meet entry fees, swim camp fees, fundraising, donations, and local company sponsorship.

Product overview

City of Coventry Swimming Club (COCSC) is a registered charity offering a comprehensive swimming programme with multiple tiers: Learn to Swim (via Coventry Swim School partnership), Squad Swimming for competitive swimmers, Masters for adults, Water Polo, and Junior Fitness Swimming. The club runs Swim Camps during school holidays featuring Youth Camps (with underwater filming) and Age Group Skills Camps. Competition-focused offerings include Open Meets (Graham Sykes, Sprint, Winter, Autumn meets) and internal competitions (Club Championships, Duel in the Pool). Additional services include underwater filming and analysis. Revenue is generated through membership billing, open meet promotion, fundraising, and swim camp fees.

Differentiator

Problem solved

Functional benefit

Brands

• Learn to Swim Programme: Swimming lessons operated via Coventry Swim School at Alan Higgs Centre and Lyng Hall School
• Squad Swimming (Training Scheme)
• Masters Swimming
• Water Polo
• Junior Fitness Swimming
• Swim Camps

Products and services

• Learn to Swim Programme Beginner swimming lessons delivered in partnership with Coventry Swim School at the Alan Higgs Centre and Lyng Hall School, serving as the entry point into the COCSC talent pathway.
• Squad Swimming Training Scheme Structured competitive training squads coaching swimmers from learn-to-swim progression through to regional, national and international level competition, led by Head Coach Adam Ruckwood and Assistant Head of Aquatics Josh Bradley.
• Water Polo Programme Water polo programme covering Junior Polo, Youth, Senior Men's and Senior Women's teams; contact via [email protected] with fixtures distributed on League Republic.
• Masters Swimming Swimming programme for adults aged 18 and over, supporting both fitness and competitive masters participation.
• Junior Fitness Swimming Non-competitive swimming group for junior members focused on fitness rather than competition, with enquiries handled by Josh Bradley.
• Swim Camps Holiday swim camps during school holidays comprising a Youth Swim Camp for ages 13-18 (featuring underwater filming) led by Jo Deakins OLY and an Age Group Skills Camp for ages 9-13 led by Josh Bradley.
• Open Meet Competitions Host-run licensed open meet competitions including the Graham Sykes L3 Long Course Meet, Sprint Meets (L3), Winter L3 Open Meet, Autumn L2 Open Meet, and John Hughes Meet, accepting entries from visiting clubs.
• Internal Club Competitions Internal club meets for COCSC members including the Duel in the Pool series, Distance Meets, Club Championships, and novice distance meets.

Quantifiable outcome

• Produced numerous successes at National and International level

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Coventry Swim SchoolcoreStrategic or Co-development PartnerFeeder programme for COCSC coaching programme. Provides donation to COCSC. Coventry Swim School Aquarius Learn to Swim Scheme runs at Alan Higgs Centre and Lyng Hall School, identifying and developing talented swimmers for COCSC
• CV LifecoreStrategic or Co-development PartnerClose and positive relationship with CV Life (Local Authority leisure provider). Encourages talented swimmers from CV Life's Aquarius Learn to Swim Scheme and various other Learn to Swim programmes and schools around the City to develop further in COCSC's Coaching Programme
• Matt Davenport PhotographyminorOthersProvides photography services at meets (Graham Sykes Meet and other competitions). Link to order photographs sent to members after meets
• Ramada Hotel CoventryminorOthersHotel partnership providing 12% discounted rate for visitors to COCSC meets. Bookings made direct with reservations team quoting 'COCSC'

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Swim England: National governing body for swimming in England, with which COCSC has representation at every governance level. Adjacent rather than competitive, but sets the accreditation, safeguarding, and competition framework within which COCSC operates.

Direct peers

• Nova Centurion Swimming Club: Northamptonshire-based competitive swimming club offering squad, masters, and learn-to-swim programmes. Closely comparable to COCSC in regional club structure and coaching-led development model.
• City of Leeds Swimming Club: City-affiliated competitive swimming club offering squad, learn-to-swim, and masters sections. Directly comparable structure to COCSC's multi-tier membership model.
• Plymouth Leander Swimming Club: UK competitive swimming club with national-level swimmers and structured development pathways. Comparable to COCSC in combining learn-to-swim, squad, and masters programmes with open-meet hosting.
• Stockport Metro Swimming Club: One of the UK's leading competitive swimming clubs with a full development pathway and elite coaching. Comparable to COCSC in operating a multi-tier membership programme targeting national-level swimmers.
• Bourne End Swimming Club: UK competitive swimming club running squad, masters, water polo, and learn-to-swim programmes. Closely comparable to COCSC in offering water polo alongside swimming, with a charity/community-led structure.
• Loughborough Swimming Club: Performance-oriented UK swimming club producing national-level athletes. Comparable to COCSC in operating elite coaching programmes and open meets, though typically with greater university affiliation.
• City of Manchester Aquatics Swimming Club: City-level competitive swimming club serving learn-to-swim through elite squad swimmers. Directly comparable in offering multi-tier programming and competing for regional talent in the North/Midlands.
• City of Sheffield Swimming Club: Long-established UK city-based competitive swimming club running squad, masters, and learn-to-swim programmes. Highly comparable in scale, coaching structure, and open-meet hosting model.
• City of Birmingham Swimming Club: West Midlands-based competitive swimming club offering learn-to-swim through to squad programmes, open meets, and competitive pathways. Directly comparable to COCSC in structure, geography, and swimmer development model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/city-of-coventry-swimming-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

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 City of Coventry Swimming Club