Swim Generation

By Michael Macneil on Thursday, 19 February 2026

Swim Generation

Website Overview

Swim Generation (formerly Sports Generation) is a London- and Surrey-based private swim school offering individual and small-group lessons for babies, children, teenagers, and adults. Founded in 2012 by Christopher Whitowrth, who has over 15 years of experience in swim instruction. Swim Generation coaches over 2000 children weekly in private and prestigious pools.

ID Studio was approached by Swim Generation to redesign their current website. The new design needed to reflect their exclusive, high-end offerings while also showcasing their impressive luxury locations.

Additionally, Swim Generation was in the process of changing its trading and domain name from Sports Generation, so we needed to ensure the change did not adversely affect its SERPs and domain authority.

‘ID Studio Web Design's vision and creativity in bringing our business back to life were impressive.’ Christopher Whitworth, Founder, Swim Generation.

The Challenge: Rebranding A Prestigious Swim School

This project was not just a rebrand and website revamp; it was a complete business brand transformation that required strategic considerations, especially in protecting their established domain authority.

Some of the considerations and technical hurdles that needed to be addressed include:

Reposition of the new brand from Sports Generation to Swim Generation.
Ensuring the new location pages provided a visually immersive experience that fully highlights the luxurious, modern, and prestigious pool locations.
Create a platform that not only looked stunning but, from an SEO perspective, increased SERP rankings and started appearing on AI overviews.
Protecting Domain Authority (DA) and safeguarding existing rankings, backlinks, and organic traffic.
Swim Generation is experiencing rapid growth, and the website needed to be scalable to keep pace with its expanding business.

Our Strategy

We treated Swim Generation as a two-pronged project, creating a visually stunning, modern lead-generation website whilst also tackling the migration to the new domain. It required a structured, methodological approach with a comprehensive technical strategy. Communication was a key component of the project's success.

‘We worked with ID Studio to help with our rebrand from Sports Generation to Swim Generation. Mike, the Creative Director, made the whole experience seamless and thoroughly enjoyable. Mike and his team have created a new website and brand that truly captures our values and how we wish to showcase our services. Our website is now modern and user friendly.

We have had an endless amount of compliments from clients and companies about how impressed they are with the new brand and website. Mike has been a pleasure to work with. He guided us and really understood what we were trying to achieve. We are so grateful!’

Christopher Whitworth, Founder, Swim Generation.

Below are the main strategies we used to successfully deliver this project:

Brand Execution: With close collaboration with Swim Generation, we helped redefine their brand to create a more luxurious, aquatic feel. This involved simplified typography, meaningful, high-end photography, and an aligned tone of voice across the website.
Immersive Design: We used an image-led approach to the redesign, relying on high-quality, location-relevant imagery. The experience needed to create a premium feel, whilst enforcing trust signals with parents. Website performance and visuals needed to be balanced.
Conversion Readiness: We created a streamlined enquiry journey with clear progression and trust signals (coach qualifications, testimonials, safety standards, endorsements), and a sense of urgency due to small class sizes. The new website was also re-architected to create clear user journeys for the different programme types and user types.
Domain Migration: Having recently migrated our business domain (from netdreams.co.uk to idstudio.co.uk), we fully understand what is necessary for a successful migration. We applied our proven framework for Swim Generation. This included a thorough pre-migration audit, mapping of the current website, 301 redirects, management of Google Search Console, preservation of high-value content, and post-launch monitoring. The migration was led by our Technical Director, Neil Kilgallon, who has over 25 years of agency experience.
Scalability: We realised early in the discovery process that Swim Generation would frequently be adding new locations, programmes, and coaches. By designing reusable page components and a flexible CMS, the site was built with scalability in mind for easy future expansion.

Web Design Process And UI

We were fortunate that Swim Generation has a large supply of relevant, high-quality photography of locations, coaches, and swim programmes for inclusion on the website. The site was designed for streamlined navigation, guiding visitors smoothly to the sections most relevant to them. Wireframes and user journeys helped refine the UI in order to maximise enquiries and bookings.

We have extensive experience maximising conversions through forms, helping Gaucho Restaurant recently increase their web booking opt-ins by 1780%, and we drew on this experience to help Swim Generation.

To ensure fast loading times and performance, we incorporated optimised images, lazy loading, and an efficient code structure.

Scalability and Content Management

We recently completed several projects for clients who needed to easily add case studies and project details to their websites (Rosebank, Suzanne Neville, Studio Spicer). We discussed different options with Swim Generation so that they could make an informed choice. ProcessWire was chosen for the following reasons:

Swim Generation wanted a user-friendly system, and ProcessWire provided them with a minimalistic, clutter-free interface and repeatable fields.
We could create custom modules tailored to their needs that can be reused in other sections/pages.
ProcessWire is highly scalable and efficient; new pool locations require only creating a page under the Projects parent.

Key Results And Business Impact

The results for Swim Generation have been impressive since the new site went live. Some of the key achievements include:

The Domain Authority score has increased by 20% despite a domain migration.
AI visibility mentions from December 2025 to February 2026 increased by 350%.
The AI Audience from December 2025 to February 2026 increased from 7 to 36,727 (baseline was low). This was achieved through AI-focused activities such as schema makeup, exploring topic and source opportunities, competitor analysis, and creating content that will be cited by AI platforms with GEO.
An increase of 14% in Organic Keywords placements.

Swim Generation