AP Race

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.

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

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

• Swimming coaching clinics
• Competitive swimming events
• Athlete-led coaching
• Swim training apparel
• Swimming academy programs

Headquarters

HQ city

Northwich

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers4 records

Segments6 records

Ideal customer profiles6 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Aquatics GBcoreStrategic or Co-development Partner · 1 February 2026Partnership 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 or Co-development Partner · 1 August 2025Strategic 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.
• JacuzzicoreStrategic or Co-development Partner · 1 July 2025Exclusive 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 EnglandcoreStrategic or Co-development Partner · 1 July 2025Memorandum 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.
• SWANScoreStrategic or Co-development Partner · 1 January 2024Exclusive 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.
• LokkaroomcoreGTM or Marketing Partner · 1 January 2024Digital 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 GlobalcoreStrategic or Co-development Partner · 1 January 2024Initial 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 OfficeminorOthersSponsor of AP Race London International 2025 event
• FuelEXminorOthersSponsor of AP Race London International 2025 event
• Bread Street Kitchen & Gordon Ramsay RestaurantsminorOthersSponsor of AP Race London International 2025 event
• VOW NutritionminorOthersSponsor of AP Race London International 2025 event
• The StratfordminorOthersOfficial Accommodation Partner for AP Race London International (25m) 2026

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct 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

• YouTubeyoutube.com/@aprace
• Facebookfacebook.com/apraceofficial
• LinkedInlinkedin.com/company/ap-race-holdings
• Instagraminstagram.com/apraceofficial
• TikToktiktok.com/@apraceofficial
• Xx.com/apraceofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 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 AP Race