Effect Digital appointed to design and build the new Swim England website
Added by Love Business East Midlands | 18 July 2026
UPDATED: 21 July 2026
Effect Digital has been appointed by Swim England, the national governing body for swimming, to design and build its new website following a competitive pitch.
Swimming is one of the most inclusive sports in the UK, accessible to people of every age, background and ability, and uniquely, it is the only sport that saves lives. For everyone who can, learning to swim is a skill that both enriches lives and protects them. It also has one of the largest participant bases in UK sport, spanning from newborn babies to people in their nineties and beyond.
Swim England is the membership organisation at the heart of the sport. The new website is central to an ambition to be more than that, better supporting the existing member community, both operationally and in the experience it offers, while expanding reach by raising the profile of aquatic sports and activities to bring more people into the water.
Effect Digital was appointed following a competitive selection process, with an approach designed for the realities of a large, complex national organisation. The work addresses the security and accessibility standards expected of a national governing body, and is built for a digital landscape being reshaped by emerging technologies, including AI, so the organisation is positioned to benefit from change over the long term.
The agency's approach also placed particular emphasis on user experience and design that reflects the emotive appeal of swimming, recognising that engaging and supporting a national audience is as much about how the experience feels as how it performs.
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.”
