Will Marathon Swimming be the next big thing? We explore the inspiration and insight behind the new Marathon Swims concept.

Swimming now has its own marathon. Marathon Swims, the ultimate swimming challenges launches 25 July 2017. Every major city has a marathon, half marathon and triathlon – now it will have a Marathon Swim. Swimming has been, to some extent, a forgotten sport, especially in terms of participation sport. Very few swimming challenge events exist to inspire and motivate the millions of everyday athletes across the country. Marathon Swims is a significant, physical and authentic

The level of change and innovation in sport is seemingly ever increasing. Innovations in running, cycling and triathlon have helped keep the sports fresh, interesting to partners and most importantly, engaged and excited consumers. Whether it’s the genius, simplicity and community of parkrun, the creativity of Tough Mudder or the ability to create rules and a sport in its own right with SwimRun, the participation sports event landscape is changing and fast. One mainstream par