Glove Factory Studios

Introducing new members 222 Sports

We are delighted to welcome 222 Sports Limited to Glove Factory Studios. Let’s find out what they’re all about …


Tell us about your product Swimtag in a nutshell?

SWIMTAG is a platform used by leading pool operators to attract, motivate and support their recreational swimming members. We have over 220 active clients (swimming pools) and have processed over 2.5 million swims.

The majority of our clients are based in the UK. However, we also have SWIMTAG systems installed in Ireland, The Netherlands, Germany, Norway, Sweden, Denmark, Czech Republic, Spain and Australia.


How did you come up with the idea?

The idea for a swim length tracker came to Phil during a watersports holiday with David and Kieran in 2008. We played with the idea, built some crude prototypes and wrote the business plan. 222 Sports Limited was incorporated in 2009, we won grant funding from the SWRDA, signed for an EFG bank loan and found angel investors willing to support us to bring the concept to life. Fast-forward to 2018!


What’s the appeal of Swimtag?

SWIMTAG makes swimming fun and competitive, which motivates swimmers to do more in the pool. We host swimming competitions, challenges and training plans which are used by thousands of swimmers every week. SWIMTAG is free to use for members of the pool, it’s very simple to use and highly addictive!


Who’s in the team?

We have a dedicated team of five in the UK who design the hardware, develop the website and apps, sell the systems and support our ever-expanding user base.


What are you hoping to achieve in the business over the next couple of years?

We are constantly working on new exciting features for the website and developing the next generation of hardware. We have big plans to expand into new international territories with new distribution partners. Watch this space!


What’s the best piece of business advice you’ve been given?

Turnover is vanity, profit is sanity, cash is a reality.


Three adjectives that describe Swimtag?

Innovative. Inspiring. Motivational.


What are you enjoying most about your new home at Glove Factory Studios?

The beautiful view from our studio window over the field and lakes.


You can find out more about 222 Sports and Swimtag at