STA is delighted to see one of its Swim Star Swim Schools, Swimwell, build on the success of its new purpose-built Stafford centre by announcing an exciting long-term partnership with triple Olympic Champion and one of Britain’s most decorated swimmers, James Guy MBE.

James has joined Swimwell as Strategic Partner and Brand Ambassador, in a role that will see him actively involved in helping to shape the future of its learn-to-swim programme, supporting teacher development, contributing to coaching content and continuous professional development (CPD), and inspiring the next generation of young swimmers.

The announcement follows the official launch of Swimwell’s new purpose-built centre at Kingsmead Retail Park in Stafford in June, which STA Commercial Director Zoe Cooper attended alongside James, who was a special guest at the launch.

As an STA Swim Star Swim School, Swimwell is committed to maintaining high standards across swimming teaching, health and safety, business procedures and customer care.

The new long-term partnership will see James build on his existing relationship with Swimwell, with regular visits to the centre, working alongside teachers and swimmers, producing educational content for families and becoming an active part of the Swimwell community.

For Swimwell, the partnership reflects a shared belief that learning to swim should be about much more than simply completing a length of the pool.

The business has invested heavily in creating a purpose-built environment designed specifically for children to develop confidence, technique and a lifelong love of swimming. With warm water, consistent depth, private facilities, dedicated viewing areas and highly trained teachers, every element of the Swimwell experience has been designed around helping children learn in the best possible environment.

James believes that philosophy closely mirrors the standards and attention to technique that underpin swimming at the highest level.

James Guy MBE said: “What really excites me about Swimwell is that this isn’t about putting my name to a business. It’s about being involved in building something special.

“The team genuinely care about developing children properly, creating great teachers and giving families the very best learn-to-swim experience. That’s something I want to be part of.

“Swimming gave me opportunities I could never have imagined, and if I can help inspire the next generation while improving the experience for young swimmers and their families, then that’s a really exciting opportunity.”

Julie Hand, Founder of Swimwell, said: “When we created Swimwell, our ambition was never simply to teach children how to swim. We wanted to build the very best environment for children to develop confidence, technique and a genuine love of the water.

“From the first conversation with James it was obvious that he shared those values. He isn’t joining us simply as an ambassador; he genuinely wants to contribute to developing our programme, supporting our teachers and inspiring our swimmers.

“Having someone of James’ calibre become part of the Swimwell team is an exciting moment for everyone involved, but most importantly it will directly benefit every child who learns with us.”

Zoe Cooper, Commercial Director at STA, said: “Having had the pleasure of joining Julie, Dan and the Swimwell team for the official launch of the new Kingsmead centre in June, where James was a special guest, it’s fantastic to now see that relationship develop into such an exciting long-term partnership.

“As one of our Swim Star Swim Schools, we’ve seen first-hand Swimwell’s commitment to creating high-quality learn-to-swim experiences and to continually developing both its programme and its teachers.

“What makes this partnership particularly exciting is that James isn’t simply lending his name to Swimwell; he’ll be actively sharing his experience, supporting teacher development and helping to inspire young swimmers at the very start of their own swimming journeys.

“We’re incredibly proud to see one of our Swim Star Swim Schools continuing to innovate and invest in the future of learn-to-swim, and we look forward to seeing how the partnership develops.”

Dan Allen, Director at Swimwell, added: “Throughout our discussions it became obvious that James can and will contribute far more than simply being an ambassador.

“His passion for coaching, developing swimmers and helping teachers improve perfectly matches everything we’re trying to achieve at Swimwell.

“Parents often assume all swim schools are the same. They’re not.

“Our centre has been designed specifically around how children learn best, our programme focuses on long-term skill development rather than simply passing stages, and our teachers continually develop their knowledge and coaching skills.

“Having James working alongside our team is another significant step towards making Swimwell the benchmark for learn-to-swim provision.”

The partnership will also see Swimwell and James collaborate on educational resources for parents, specialist technique content, teacher CPD, school engagement projects, community initiatives and future performance pathways for young swimmers wishing to continue their swimming journey beyond learn-to-swim.

James made his first official visit as Strategic Partner earlier in August, spending time with teachers, swimmers and families while filming a series of promotional and educational features that will be released over the coming months.

The partnership comes as James continues his own elite swimming career. Having represented Great Britain at three Olympic Games and won six Olympic medals, including three golds, he now has his sights set on competing at the Los Angeles 2028 Olympic Games.

For STA, the partnership is an exciting example of one of its independent Swim Star Swim Schools continuing to invest in its teachers, programme and swimmers – while bringing the experience of one of Britain’s most successful swimmers directly into the learn-to-swim environment.