Edward Baxter

Edward Baxter Swimming is a bespoke service providing One to One coaching and written session plans. For more information please check out my website

17/06/2026

Building is not for the faint hearted…

Better Than Yesterday

08/06/2026

GLOBAL SCHOOL SWIMMING SERIES 🌍

A huge new project launched in collaboration between and to provide a brand new, unique racing opportunity for school aged swimmers.

Five Qualifiers

🇹🇭 Thailand
🇸🇬 Singapore
🇲🇾 Malaysia
🇸🇦 Saudi Arabia
🇦🇪 United Arab Emirates

Grand Final

📍London Aquatics Centre
🗓️ 1 June 2027
🏆 500 Athletes from all over the world

In our launch year there will be 5 countries taking part but the Qualifiers and Grand Final but we have 10 lanes… what countries should be added for 2027/28? 👀

Head to the website to find out more details! 🔗

01/06/2026

AP Race London International 2026 🔥

It’s always so hard to try to summaries this event. The growth of the competition has been huge and this year was no different.

🏆 Over 1,000 athletes competing
🌍 52 Nationalities represented
📺 First time live streaming
📈 Production value to another level
💪 Planning team of only 4 people with a team of over 100 delivering per day

There’s nothing like this competition around the world, the commitment and drive from our team to deliver the best we possibly can is truly remarkable and inspiring to be involved with.

We were SO close to our first World Record… we’ll leave that one for next year.

Thank you to every single Athlete, Coach, Official, Volunteer who committed their time to support us.

The last few months has been relentless, some of the toughest days of my life, many days are taking everything I have and more to keep fighting and keep pushing. is my life and we’re never going to stop pushing.

AP Race London International (25m) announced for November 28&29 and we still have so much more to come in 2026.

The best team in the world, forever grateful.

Better Than Yesterday

26/04/2026

True story…

In 2023 when we opened entries for the first ever AP Race London International, we’d already sold over 3,000 spectator tickets, I thought entries were going to fly.

I vividly remember closing my laptop in the evening entires were opened and taking it to my bedroom so I could check how many people had entered as soon as I woke up, expecting in the low hundreds by the next morning.

I woke up, opened my laptop and there was one swimmer entered… ONE. I texted and and to be honest I can’t remember if I laughed or cried (probably laughed). When entries closed we had 383 athletes entered and we accepted a lot of entries that were slower than the consideration times. Although it wasn’t a full competition in our first year, we had over 7,700 spectators and it was an incredible competition.

3 years later, last night when entires closed we had 1,141 athletes enter and the standard is incredibly high, the top 8 athletes entered in some events have all competed at an Olympic Games.

Moral of the story, if you truly believe in something, never give up. 4 weeks until the AP Race London International 2026, my favourite weekend of the entire year… LFG 🔥

Better Than Yesterday

20/04/2026

An absolute pleasure being at the Swimming Championships last week.

A collaborative Social Impact programme that saw a huge evolution from what we delivered last year. A real impact made in key areas across our sport.

Watching our sponsored athletes deliver world class performance every single day, with every athlete hitting automatic qualifications for the summer competitions.

Seeing .nowacki07 take a real step on cementing himself as a world class senior athlete and seeing his and relationship growing. This is a relationship that is truly becoming an impactful sponsorship where the value the brand is adding to an athlete feels far stronger than the financial value.

After 6 months of venue planning for our flagship event the AP Race London International, we completely changed our set up… we are going to push the boundaries thanks to some of the smartest minds in our sport.

There is a real sense of excitement within swimming in the UK that the country is sitting on a lot world class talent. We have some very exciting plans with over the coming years that is going to take a huge step to add more excited to the sport.

04/04/2026

Three weeks in one of my favourite places in the world, didn’t think cowboy boots was on my 2026 agenda 🤠

05/03/2026

In many ways has become who I am, I’ve given my life to this for the last 7 years. Build it, grow it… wear it.

Better Than Yesterday

|

01/02/2026

Why sport helped me survive in business ➡️

18/01/2026

Sprint With The Stars Romania 🇷🇴

In 2019, we wanted to create an opportunity where grassroots athletes had the chance to race the world’s best swimmers, a small pilot event in Macclesfield Leisure Centre and was born.

This weekend, taking this event internationally for the first time was incredible.

📺 Our first ever broadcast deal - live on Romania’s national station
🎟️ Every single seat in the venue was sold out
🏆 663 Swimmers having the opportunity of a lifetime

A huge thank you to and your incredible team who helped us deliver an amazing event and opportunity for the next generation of Romanian athletes. You’re an exceptional athlete and an even more impressive human, the lasting effect you will have on sport in Romania will long outlast your performance in the pool.

The Team… you are the best there is. You took on and took to another level every challenge and every idea that came up in both the preparation and in the delivery of this event.

11/01/2026

Since I first met you have been a brother and in some ways, probably a father figure. We have been training partners and now are business partners. Standing by your side as one of your best men for your wedding was an absolute honour.

thank you for everything you have done for my best friend, you were the light he needed at one of the darkest times of his life. You will be an incredible wife, that is for sure.

& thank you for welcoming my best friend into your family so graciously.

The most incredible wedding for two beautiful people surrounded by amazing friends ❤️

Address

Loughborough

Website

http://edwardbaxterswimming.co.uk/

Alerts

Be the first to know and let us send you an email when Edward Baxter posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Contact The Business

Send a message to Edward Baxter:

Shortcuts

Want your business to be the top-listed Gym/sports Facility in Loughborough?