Swimtag makes a splash in the fitness world for Bath entrepreneurs

Three entrepreneurs from Bath are making a splash after securing a deal that will see fitness chain Virgin Active use their swimming technology.

Kieran Sloyan, Phil Maxwell and David Baddeley have devised equipment that monitors a swimmer’s progress session-by-session.

Swimtag uses web-based technology that enables advanced and recreational swimmers to track their activity in the pool, including lengths, splits, stroke rate and stroke type.

As well as the deal with three Virgin Active health clubs, the trio’s company – 222 Sports Limited – has contracts with Aquaterra, which runs Bath Sports and Leisure Centre, and Clifton College.

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The company, whose office is in Old Bond Street, is now seeking ways of breaking into overseas markets.

Kieran, Phil and David met while working for defence firm Thales in Wells – and say the deal with Virgin Active has made all the hard graft since 222 Sports was founded in 2009 worthwhile.

Managing director Kieran, 28, said: “We wanted a new challenge – to move from a big corporate to doing something smaller ourselves.

“Phil had an idea for a something that counted the lengths a swimmer did. We played around with the idea and it went from there.

“We have learned so much stuff since then – everyone has to do a bit of everything. One day it’s numbers, the next it can be marketing or building websites.”

Swimtag allows pool operators to see who is swimming, when, how often, and how much value members gain from its health club. It allows swimmers to track their own performance and follow training plans as well as engage with other swimmers through challenges, competitions and social networking.

Recalling how the firm’s initial requests for investment were turned down, Kieran added: “You have to take so many ‘no’s’ on the chin and keep going and going and going. When you finally have the kit and people are using it, it makes it all worthwhile.

“Now we are working with UK Trade & Investment about how we export Swimtag. We’re excited about the international side of things.”