Home SMART 100 (2013) iSwimtoo (NSW) – 2013 Anthill SMART 100

iSwimtoo (NSW) – 2013 Anthill SMART 100


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This innovation came to life when…

Our passion for swimming inspired us to create a platform for the world’s swimmers to share and discover places to swim, people to swim with and track and record their swimming activities.

We researched the market and found swimming is the most participative sport in Australia, USA and UK and other countries. Demographics are skewed to higher income and education.

Swimming is also the most inclusive sport being a top 3 sport for every age group from under 10 to over 80 for males, females and the disabled.

iSwimtoo is like the Facebook of swimming.


The purpose of this innovation is to…

Encourage more people to be regular swimmers around the world and gain the health and lifestyle benefits of swimming.

We will connect swimmers with major partners and advertisers for mutual benefit.

It does this by…

Providing a global platform integrated with Google maps and social networks to allow swimmers to:

  • discover and share places to swim
  • find and connect with swimmers and swimming communities
  • record, compare and share their swims

We provide engagement tools such as challenges, virtual badges and events that can be structured at local, national or global levels.


This innovation improves on what came before because…

Swimmers were not catered for previously. Running and cycling had tools that were not suited to swimmers. Swimming is a high-participation, low-membership sport where most swimming sites were focussed on members and elite swimmers. We focus on the 99% of regular swimmers that are not members and also provide services to members of swim clubs.

The benefits to the customer/end-user include…

Finding and swimming in more places with more swimming friends. We make social networks better by adding water!



In the past, this problem was solved by…

Word of mouth or local knowledge.

Its predecessors/competitors include…

No predecessors existed. We are unique.


This innovation is made for…

Swimmers who swim regularly for health, fitness or social benefit and people looking to swim for special events or places to swim when travelling.

From a revenue perspective our customers are brands targeting swimmers and their demographics — apart from well-known swimming brands this includes publishers, travel organisations, clothing, automotive, insurance, financial and other health-related brands.


It is available for sale through…

It is free to swimmers through the web.

We are providing free event promotion services to swim clubs and events to encourage member participation.

We are targeting major organisations as partners.

Our marketing strategy is to…

Be the world’s friendliest brand for connecting people through swimming.


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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.