AP Race
AP Race is a UK swimming sports brand operating elite coaching clinics, international competitions, digital subscriptions, and merchandise, serving competitive swimmers, coaches, parents, and fans globally.
- Company typePrivate
- Founded2019
- HeadquartersNorthwich, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What AP Race does
AP Race is a UK-based swimming sports brand founded in 2019 by Triple Olympic Champion Adam Ramsay-Peaty and CEO Ed Baxter, operating a multi-product ecosystem centred on elite swimming coaching, competitions, and digital content. Core revenue-generating lines include paid swimming clinics (Summer Tour, South East Asia Tour, Ultimate Clinic, Masterclasses) booked through Ticket Source, merchandise sold globally via a Shopify storefront (tech suits up to $240, training and lifestyle apparel, swim caps, SWANS-branded goggles), two subscription products — FanZone at £5/month and AP Race Plus at £9.99/month — and competition entry fees across Age Group, Masters Grand Prix, and the flagship AP Race London International event at the London Aquatics Centre.
The company operates three UK legal entities (AP Race Limited, AP Race Clinics Limited, AP Race Merchandise Limited) from its Northwich headquarters, with distribution to UK, EU, USA/Canada, and Rest of World. Its international footprint expanded in 2024 with the AP Race Swimming Academy launch in Saudi Arabia, followed by Thailand and Singapore in 2025–2026 through a strategic partnership with TEEMS Global. Underlying technology consists of standard commercial platforms — Shopify for e-commerce, Ticket Source for ticketing, Lokkaroom for membership, and SmugMug for photo commerce — with no disclosed proprietary AI, data, or ML systems.
The go-to-market combines event-driven commerce, a community-led growth motion anchored by the 1,500+ member Coaches Community and multi-channel social presence, and direct-to-consumer e-commerce. The company completed its first capital raise in 2025 alongside the formation of a Board of Directors including Chairman Amit Aggarwal (former PwC/JPMorgan/EPIC Investment Partners), Jim Rumley, and Sara Davies; earlier 2024 investments came from these three plus Olympic champion Matt Richards. Headcount has grown from four in 2019 to nearly 60 by 2025.
AP Race firmographics
Firmographics- Name
- AP Race
- Legal name
- AP Race Limited
- Website
- https://aprace.club
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AP Race is a UK swimming sports brand operating elite coaching clinics, international competitions, digital subscriptions, and merchandise, serving competitive swimmers, coaches, parents, and fans globally.
- Ownership category
- akta.pro rank
AP Race industry classification
Industry- Product category
- Swimming coaching and competitive events
- NAICS
- Sports and Recreation Instruction (61162), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)
- akta.pro secondary industry
- Swim & Surf Performance Wear (CRAAAEAG)
Keywords
Where AP Race is headquartered
LocationHeadquarters
- HQ city
- Northwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
AP Race business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Swimming Clinics: Revenue from paid swimming clinics led by Olympic champions including the Summer Tour, South East Asia Tour, Ultimate Clinic, and Masterclasses. Bookings managed through Ticket Source platform.
- Membership Subscriptions: Two-tier subscription model: FanZone at £5/month offering discounts and perks, and AP Race Plus at £9.99/month providing digital resources, 100+ drills videos, and training programmes.
- Merchandise Sales: E-commerce sales of branded merchandise including tech suits (up to $240), training wear, lifestyle apparel, swim caps, accessories, and bags. Products sold globally with shipping to UK, EU, USA/Canada, and ROW.
- Competition Entry Fees: Revenue from hosting swimming competitions including Age Group Competitions, Masters Grand Prix, and the flagship AP Race London International event.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | AP Race FanZone membership for swimming fans |
| Subscription | Monthly | AP Race Plus digital platform for athletes and coaches |
| Unit Pricing | Pay-as-you-go | Tech suits - racing performance wear |
| Unit Pricing | Pay-as-you-go | Lifestyle and training apparel |
| Unit Pricing | Pay-as-you-go | Swimming clinics and masterclasses |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
AP Race product offering
Product offeringCore offering
AP Race operates athlete-led swimming clinics, masterclasses and competitions (including the flagship London International at the London Aquatics Centre), the AP Race Plus digital subscription platform with race analysis and training content, the AP Race Swimming Academy with international locations, the Coaches Community for swimming coaches, and a direct-to-consumer merchandise line of branded tech suits, training and lifestyle apparel, swim caps, accessories and SWANS goggles.
Product overview
AP Race is a swimming sports brand offering a multi-platform ecosystem centered around elite swimming coaching, international competitions, and digital content. The core product portfolio includes: AP Race Clinics (elite swimming coaching with world-class athletes), AP Race Plus (digital subscription platform with weekly workshops), AP Race Competitions (including the flagship AP Race London International event), AP Race Coaches Community (CPD platform for 1,500+ coaches), AP Race Masterclasses (small-group performance training), AP Race Girl Power Series (female athlete empowerment), AP Race Swimming Academy (international training institution in Saudi Arabia, Thailand, Singapore), and a membership tier (FanZone and AP Race Plus subscriptions). The company also operates a merchandise division including Tech Suits, Training Wear, Lifestyle Apparel, Swim Caps, Accessories, and SWANS VALKYRIE goggles. Founded in 2019 by Triple Olympic Champion Adam Ramsay-Peaty and CEO Ed Baxter, the brand hosts events across UK, Europe, Asia, and Saudi Arabia.
Differentiator
Problem solved
Functional benefit
Brands
- AP Race Plus: Weekly world class online workshops and digital subscription platform providing swimmers, coaches and parents with 100+ drills and skills videos, strength and conditioning, psychology, nutrition and parent content. Includes 4 user profiles.
- AP Race Swimming Academy
- AP Race Coaches Community
- AP Race Girl Power Series
- AP Race Masterclasses Series
Products and services
- AP Race Clinics In-person swimming technique clinics led by Triple Olympic Champion Adam Peaty and other World/World Championship-level swimmers, aimed at competitive and aspiring swimmers seeking elite coaching.
- AP Race Competitions Professionally produced competitive swimming meets including Age Group Championships, Masters Open, the London International (at the London Aquatics Centre) and the London International 25m short-course meet, aimed at competitive age-group, senior and masters swimmers and clubs.
- AP Race Plus Subscription digital platform providing race analysis (split comparison, stroke count, personal best tracking, athlete index), video highlights, training content and direct messaging for competitive swimmers, coaches and fans.
- AP Race Coaches Community Paid digital community for swimming coaches offering a newsletter, blog, athlete-development resources, member discounts on kit/events/travel and access to the GoVox wellbeing platform.
- AP Race Masterclasses Specialist masterclass coaching sessions focused on specific strokes, race skills and technique, led by AP Race's elite athlete coaches for competitive swimmers seeking targeted development.
- AP Race Girl Power Series Event and clinic series dedicated to young female swimmers, providing skills development, confidence-building and competitive opportunities within the AP Race event calendar.
- AP Race Swimming Academy International high-performance swim training academy with locations in Saudi Arabia (launched August 2024), Bangkok and Singapore (August 2026), led by AP Race's elite athlete coaches for serious competitive and development swimmers.
- AP Race FanZone Membership Paid fan membership offering exclusive content, behind-the-scenes access, race photography, competitions and community belonging for swimming fans and supporters of AP Race.
- AP Race Tech Suits AP Race-branded competitive racing tech suits (junior and adult sizes) for race-day performance by competitive swimmers.
- AP Race Training Wear AP Race-branded training apparel including parkas, hoodies, jackets, joggers and training tops designed for competitive swimmers' pool-side and training use.
- AP Race Lifestyle Apparel AP Race-branded lifestyle apparel including t-shirts and casual wear for swimmers, fans and supporters to wear outside the pool.
- AP Race Swim Caps AP Race-branded silicone and latex swim caps for training and competition use by swimmers.
- AP Race Accessories AP Race-branded accessories including towels, drink bottles, kit bags and other small goods for swimmers, fans and supporters.
- AP Race SWANS Goggles AP Race co-branded SWANS swimming goggles, marketed as the official AP Race eyewear, for training and competition use by swimmers.
Quantifiable outcome
- Over 5,000 swimmers have attended AP Race clinics
- +3 more outcomes
Companies that use AP Race
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles6 records
AP Race technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AP Race partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Aquatics GBcorePartnership for social impact project at 2026 Aquatics GB Swimming Championships. Delivers inclusive opportunities for local community around London Aquatics Centre, learn to swim offerings, and masterclass sessions for competitive clubs. Second consecutive year of partnership.
- TEEMS GlobalcoreStrategic partnership for AP Race Swimming Academy expansion into Thailand and Singapore (launching August 2026). TEEMS Global delivers high quality student events, camps, and educational experiences across Asia. Partnership reflects shared values of trust, quality, ambition, and putting students/athletes at centre.
- JacuzzicoreExclusive Wellness Partnership with Jacuzzi, the world's largest and most experienced hot tub and swim spa brand. Jacuzzi provides wellness experiences for AP Race events and is described as legendary for performance, reliability and ease of use. Official Wellness Partner for AP Race London International.
- Swim EnglandcoreMemorandum of Understanding (MOU) signed July 2025 for collaborative work to drive positive change across swimming in England. Focus areas include enhanced support for coaching, comprehensive education for athletes/coaches/parents/officials, event collaboration, national campaigns, helping more children learn to swim, and modernization of competitive swimming.
- SWANScoreExclusive goggle partnership with SWANS, founded in 1911 by Haruji Yamamoto in Osaka, Japan. SWANS is the world's longest standing goggle company and a market leader. Supplies training and racing goggles including the AP Race SWANS VALKYRIE and AP Race SWANS BULLET products.
- LokkaroomcoreDigital partner providing AP Race's core fan membership platform bringing members closer to the world of AP Race. Membership contains benefits, perks, and exclusive behind-the-scenes content.
- TEEMS GlobalcoreInitial partnership established for AP Race Swimming Academy launch in Saudi Arabia in August 2024. TEEMS Global founder Paul Rotheram leads operations supporting AP Race's international expansion.
- Conrad Family OfficeminorSponsor of AP Race London International 2025 event
- FuelEXminorSponsor of AP Race London International 2025 event
- Bread Street Kitchen & Gordon Ramsay RestaurantsminorSponsor of AP Race London International 2025 event
- VOW NutritionminorSponsor of AP Race London International 2025 event
- The StratfordminorOfficial Accommodation Partner for AP Race London International (25m) 2026
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
AP Race competitors and assessment
Company assessmentDirect peers
- Total Immersion: Swimming method-coaching brand running clinics, masterclasses, and instructor certification programs worldwide. Comparable business model to AP Race Clinics and Masterclasses Series, both monetizing elite swimming instruction for amateur and competitive swimmers.
- SwimSmooth: Online swimming coaching platform offering stroke technique instruction, video courses, and coach education that overlaps directly with AP Race's clinics and AP Race Plus digital content. Targets the same adult amateur and competitive swimmer market with similar methodology-driven positioning.
- Finis: Swim training equipment and tech accessory brand (snorkels, paddles, tempo trainers) closely comparable to AP Race's accessories, swim caps, and SWANS co-branded goggles. Competes for the same training-gear wallet share of competitive swimmers.
- Aqua Sphere: Goggle and swim equipment brand directly comparable to AP Race's goggle and accessory merchandise lines, particularly the SWANS partnership products. Operates in the same performance-swim-gear category.
Broad incumbents
- TYR Sport: US-based performance swimwear and triathlon gear brand directly comparable to AP Race's Fuse Jammer and Fuse Openback product lines. Competes in the same racing-apparel category serving competitive swimmers.
- Arena: International swimwear brand offering competition swimsuits, training gear, and accessories comparable to AP Race's tech suit and apparel lines. Operates in the same elite-athlete merchandising niche but with broader geographic distribution.
- Speedo: Global swimwear and equipment giant competing directly with AP Race's tech suits and accessories category. Both sell performance swimwear and operate within the elite/aquatic athlete ecosystem, but Speedo is a broad incumbent with much wider product distribution and federation sponsorships.
Emerging players
- MySwimPro: Mobile swim training app offering personalized workouts, technique video library, and AI-driven training plans. Directly comparable to AP Race Plus as a digital subscription platform serving self-directed swimmers and triathletes, though focused on app-delivered content rather than live coaching.
Others
- British Swimming: National federation governing elite swimming in the UK and a partnership counterparty for AP Race London International and Aquatics GB events. Adjacent ecosystem participant providing sanctioning and event collaboration rather than competing commercially.
- Swim England: UK national governing body for swimming and a strategic MOU partner of AP Race. Not a competitor but a closely adjacent ecosystem participant that confers institutional credibility, licensing rights, and access to coach/club networks AP Race monetizes through its Coaches Community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
AP Race social profiles
Digital presenceAP Race financial estimates
Financial estimateRevenue estimate
Valuation estimate
AP Race leadership team
Management profileNumber of profiles
Profiles8 records
AP Race subsidiaries and ownership
Company hierarchySubsidiaries3 records
AP Race funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AP Race 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 AP Race
What does AP Race do?
AP Race operates athlete-led swimming clinics, masterclasses and competitions (including the flagship London International at the London Aquatics Centre), the AP Race Plus digital subscription platform with race analysis and training content, the AP Race Swimming Academy with international locations, the Coaches Community for swimming coaches, and a direct-to-consumer merchandise line of branded tech suits, training and lifestyle apparel, swim caps, accessories and SWANS goggles.
Is AP Race a public or private company?
AP Race is a private company. It is classified as venture growth investor backed and is currently operating.
When was AP Race founded?
AP Race was founded in 2019. It employs 51 to 100 people.
Where is AP Race based?
AP Race is headquartered in Northwich, United Kingdom, in the Europe region.
How does AP Race make money?
Four revenue lines are on record. Swimming Clinics are the primary driver. The others are membership Subscriptions, merchandise Sales and competition Entry Fees.
Who are AP Race's main competitors?
Direct peers on record are Total Immersion, SwimSmooth, Finis and Aqua Sphere. Broad incumbents are TYR Sport, Arena and Speedo. MySwimPro is listed as an emerging player. Others are British Swimming and Swim England.
Does AP Race have an API?
No public API is recorded for AP Race.
What industry is AP Race in?
AP Race's product category is Swimming coaching and competitive events. Its primary akta.pro industry code is MPAKAJAH, Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming), with a secondary code of CRAAAEAG, Swim & Surf Performance Wear. Its NAICS code is 61162 and its SIC code is 7997.