Pugh and thinkBeyond hail government’s ‘landmark’ oceans call

Endurance swimmer-turned-campaigner Lewis Pugh is hailing the decision of the UK government to table a UN motion calling for 30 percent of the world’s oceans to be protected by 2030.

Pugh has been lobbying governments worldwide to adopt the ambitious strategy, including via his ‘The Long Swim’ campaign, crafted with the support of sport-for-social change consultancy thinkBeyond.

Now the UK has declared it will urge other nations at the UN General Assembly, taking place in New York this week, to treble the current 10% global target for marine protection.

Pugh completes The Long Swim with thinkBeyond

Endurance swimmer Lewis Pugh has completed his unprecedented 530-kilometre swim along the length of the English Channel - part of a campaign to highlight the need for improved marine protection, supported by social change consultancy thinkBeyond. 

The United Nations Patron of the Oceans arrived in Dover after 49 days, becoming the first person to complete the feat without a wetsuit or flippers, in accordance with the Channel Swimming Association (CSA) rules. 

FXTM backs Lewis Pugh's ‘The Long Swim'

Lewis Pugh, the UN ‘Patron of the Oceans’ and renowned endurance swimmer, has announced his latest challenge, which will see him call on the British government to urgently protect the seas around the UK coast and British overseas territories.

Lewis will attempt to swim the full length of the English Channel, wearing just Speedo swimming trunks, a cap and goggles, starting at Land’s End in Cornwall on Thursday 12th July, with the swim expected to end at Dover towards the end of August.

Mercieca appointed by swim!

swim! has appointed Mercieca as its integrated creative agency following a competitive pitch.

Founded by ex-Olympic and Commonwealth Games swimmers Steve Parry and Adrian Turner, swim! tasked the Camden based agency to create a brand identity for child only swimming centres across the UK.

swim! founder Steve Parry said: “Our ambition is to challenge an issue of epidemic proportion, that currently in the UK only one in two children are able to swim by the time they go to secondary school.


Olympic athlete and world champion diver Tom Daley has become a Bulk Powders athlete. 

Daley commented: “I’m delighted to be working with Bulk Powders, leaders in sports nutrition. As an athlete, getting the right nutrition is key to unlocking my best performances. Bulk Powders helps me to get the right supplements which I can incorporate quickly and easily into my busy routine. I can’t wait to see the results we can achieve together.”

Marathon Swims launches at Aquatics Centre

A swimming challenge has launched at the home of swimming for the London 2012 Olympic and Paralympic Games, set to debut on Saturday 11th November 2017.

Marathon Swims is a 10k challenge which first appeared at the Beijing Olympic Games in 2008 as an open water event.

Now, Marathon Swims aims to relaunch the challenge as an indoor, pool-based event, with 10k, 5k and 1k swim options, while a team 10k marathon option is also available for teams of two swimmers.

FINA and Deltatre launch FINAtv

The Federation Internationale de Natation (FINA) has partnered with Deltatre, the sports media technology provider, to launch FINAtv, a new OTT subscription service featuring exclusive and live and on-demand coverage of FINA’s marquee events. FINAtv premieres with all the action from The FINA World Championships in Budapest 2017.

Dr. Julio Maglione, FINA president, said: “FINAtv will be a gateway for the sport to cultivate a new generation of fans that consume information at all times on all platforms.

Swimathon Announces Charity Partners

The Swimathon Foundation has announced that Cancer Research UK and Marie Curie will be the official charity partners of Swimathon for the next four years.

In its 30-year history, Swimathon has raised over £46m for charitable causes. It marks the first time that Cancer Research will be inolved with the Swimathon, whilst Marie Curie returns to the event for the tenth time since the events launch in 1986 - where £12m has been raised for the charity from the event during this time. 

British Swimming welcomes Buckner as new CEO

Jack Buckner has been announced as the new chief executive of British Swimming as the sport continues its preparations for the Tokyo 2020 Olympic and Paralympic Games.

Buckner, who is currently the chief executive of the British Triathlon Federation, will begin his role at British Swimming in the coming months.

Previous to his role at British Triathlon, Buckner worked as strategic lead for national governing bodies and market development for Sport England and will continue to support and grow the culture of success within British Swimming.


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