Speedo On

Digital transformation: Creating a social network for swimmers

Discover how we delivered a real digital step-change for Speedo, creating a social network for swimmers.

The Challenge

Inspire and delight swimmers of all levels

Speedo's pioneering heritage ensures massive brand awareness. But its complex distribution chain has led to a fractured customer experience and a focus on functional, product-driven storytelling. As part of a digital transformation process, Speedo asked us to help kickstart a social movement based around our shared passion for swimming.

What we did

A personalised community for swimmers all over the world

Working closely with Speedo, we outlined and delivered a product design and build - desktop and mobile - that would inspire swimmers of all levels. Delivering a genuine value exchange, swimmers who signed up gained access to training plans, tips, product stories, personalised content and unparalleled tracking and analysis. In return, Speedo gained a deeper understanding of user behaviours, enabling the delivery of personalised marketing messages to support each individual customer journey, rather than interrupting it.

Key to success

Great content

What gave Speedo On the edge was the personalised content the app provided. After logging a swim session, the app would serve video tips and articles aimed specifically at improving your stroke. iCrossing created over 60 drill videos which went on to be the most watched videos on Speedo's YouTube channel.

Client Testimonial

Claire Clough, Head of Digital Experience | Pentland Brands

“iCrossing has been everything I could have asked for from a digital agency. Expert, responsive and ultimately we're very happy with the final product.”

Customer-centric technologies

The Speedo On product build used a Laravel back-end which powered a ReactSJ web app alongside both on iOS and Android native applications.

Active users and glowing reviews


user signups via either the web, native or Samsung applications


increase in basket value for content-consuming e-commerce customers


fitness integrations including Garmin, Apple health and Fitbit



Are you ready to make a digital step-change?

We believe that moving too slowly in digital is the biggest risk your business faces. If you are ready to move faster in digital, we are here to help.

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