UK – Swimwear brand Speedo is taking steps to make swimming more accessible through its Swim United initiative. The initiative will work with 35 schools across London’s most socially and economically disadvantaged areas, providing activity packs and intensive two-week swimming courses for 1,200 students. Alongside this programme, the brand has launched Swim Stories – a video series spotlighting the diversity of families in the swimming community.
Created in partnership with social enterprises Greenwich Leisure Limited (GLL) and the Black Swimming Association (BSA), the initiative aims to make swimming a more equitable activity. Alex Goat, CEO of Speedo’s creative partner Livity, says: ‘Speedo is widely renowned as the leading consumer brand in swimming and, as such, knew it had a responsibility to spread the message that swimming truly is for everyone.’
By offering both tangible support and greater representation in this area, Speedo sets an example to other brands hoping to improve their approach to Inclusive Fitness.
Strategic opportunity
Brands and businesses in the wider health and wellness space should take cues from Speedy. Work with local community groups to broaden access to diverse methods of staying mentally and physically healthy