Effect Digital appointed to design and build the new Swim England website

Swimming is one of the most inclusive sports there is, open to people of every age, background and ability and uniquely, it's the only one that saves lives. For everyone who can, learning to swim is a skill that enriches and protects for life.

Swim England is the membership organisation at the heart of the sport, and this project is about helping them be more than that: better supporting their member community operationally and in the experience they offer while raising the profile of aquatics to reach more people. The work is built to the highest standards of security and accessibility and designed for a fast-changing digital landscape.

We won it through a competitive pitch, with an approach that balanced the needs of a large, complex organisation with a real focus on the experience and emotion at the heart of swimming. We'll share more as the project develops.

James Riley, Managing Director of Effect Digital, said:

Swimming reaches an extraordinary range of people, and as the only sport that saves lives, it carries a purpose few others do. Swim England's ambition to better support its members while bringing more people into the water is one we're proud to help deliver, building an experience that meets the highest standards while genuinely connecting with people and positioning the organisation for a fast-changing digital future.

Craig Morris, Head of Digital & Technology at Swim England, said:

We believe everyone should have the opportunity to enjoy positive, lifelong experiences in and around the water, and creating an outstanding digital experience is an important part of making that possible.

We are pleased to be working with Effect Digital to develop a website that better reflects the needs of our community, making it easier for people to connect with our sports, access the support they need and discover new opportunities to get involved. Together, we look forward to creating an engaging digital home that showcases the unique appeal of aquatics and inspires even more people to enjoy everything the water has to offer.

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